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Econsultancy have just released their first Quarterly Digital Intelligence Briefing of 2015. Wading through the ton of data they give you in these reports, we were never far away from the \u2018content\u2019 word. Content Optimisation was a rising star in 2014, cited on many occasions as the most exciting opportunity for B2B marketers.<\/p>\n
Before we dive into the detail, for those that don\u2019t really know what content optimisation is, let\u2019s summarise by saying it\u2019s the words that you use on your web pages and in your code and your social signals that tell search engines what the content of the page is about. It\u2019s about gaining authority and positioning around specific content that relates to your business.<\/p>\n
In January 2014, Econsultancy reported that where only 11% of the B2C respondents to the digital briefing poll thought that content was the most exciting opportunity of 2014, a noticeable 24% of B2B respondents thought it was.<\/p>\n
So what has happened in a year? Now, almost 40% of B2B respondents think that content optimisation is the top opportunity for B2B marketers in 2015 and 24% of B2C respondents agree. Regardless of a small increase in the difference between the B2B and B2C sectors responses, it still demonstrates a massive endorsement from both sectors as the \u2018content\u2019 industry continues to grow. And the evidence of this is? What we do know is our inboxes are being flooded with inbound marketing content as the B2B sector uses \u2018content\u2019 to create leads (rather than \u2018content\u2019 to create \u2018links\u2019 which was 2011\u2019s party trick.) .<\/p>\n
The results also show a difference between the importance of content optimisation between all companies (B2C and B2B) and agencies; where 29% of companies thought it was the most exciting opportunity of 2015 whilst only 23% of agencies thought likewise; this is because agencies are always looking to sell the next cutting edge experience to their clients, and more companies create their own content.<\/p>\n