As Contentlead reported, 39 percent of companies and 38 percent of agencies will increase content marketing spend moving into 2013. Brands note that the ability to publish highly relevant and interesting content attracts and converts new and existing customers, and 52 percent indicate that audience target will continue to become fundamental to their overall strategies. However, the steps brands will take to make sure their campaigns have an impact differ slightly.

Marketing challenges 2013According to a recent infographic from Adobe and Econsultancy, 84 percent of survey respondents say their marketing efforts must become more measurable in 2013. When brands can understand how they won leads and how to improve outreach programs in the future, they can bring unique insights to the drawing board the next time around. More, 65 percent of brands will attempt to differentiate their brands through unique customer experiences. While some will try and create memorable engagements through high-tech solutions, other brands will use their industry expertise to craft authoritative and educational website content. Both practices generate and nurture leads, but blog marketing remains the most affordable option.

The infographic also notes that companies will use a synergetic approach to online and offline marketing. Eighty-four percent of brands will use offline data to influence online efforts, and 85 percent will use online insights to dictate offline ventures. Customer purchase history, for example, may affect both digital and traditional advertising efforts, as 77 percent of organizations indicate that when their campaigns consider past purchasing behaviors, their strategies affect ROI positively.

Brands that want to use content marketing to increase brand awareness and drive profit margins in 2013 must look at the overall market spectrum. Consider the avenues that have compelled prospects to respond in the past, and work to include similar strategies in the future. Content marketing shows brands’ understanding of their markets, but the practice must also highlight companies’ knowledge of their customers.