In the latest survey from Econsulting and software giants Adobe one message is clear – that content marketing is the main concern for in-house marketers (and we would suggest social media agency) as they look forward to 2013. The report ‘Digital Trends 2013’ is based on a survey of more than 700 digital professionals carried out in late 2012. The report looks at the trends which have now gathered enough momentum to shape the digital marketing and e-commerce landscape over the year ahead. The report compares like-for-like responses to its survey taken at the end of 2011 and twelve months later so it is able to measure changing concerns and priorities of those involved in digital marketing.

Content is critical…

The reports conclusion the latest results could not be clearer and in the Report’s own words states: “The single most significant trend is the continued emergence of content marketing as a standalone discipline. Content, in all its shapes and forms, is core to everything we do as marketers. There is now a widespread realisation that optimisation of all types of content, both on-site and off-site, and across a range of different formats and devices, is absolutely critical.” This is a lesson not just for a social media agency or for marketers, it is lesson that all businesses who wish to achieve effective, long-term search engine rankings need to learn. Where many businesses have been resistant to the importance of delivering unique, relevant content that is regularly updated and delivered across a number of platforms and created to encourage sharing and engagement this survey is one more indication that such resistance could damage their marketing activities. The survey sums up the focus if activity thus: Great content, spread through social channels and consumed anywhere.

Content marketing is #1

Content marketing was the #1 priority of 39% of those taking the survey – a jump from 29% in their last survey, and the single largest jump was in the increased importance of video content which saw a jump from 9% to 21%. We believe one final headline from report could be the slogan for all social media agency work in 2013: Inspired content + informed algorithms = excitement for 2013. The following infographic has been taken from: http://blogs.adobe.com/digitalmarketing/digital-marketing/digital-trends-for-2013/