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This sponsored report was commissioned by Search Influence and is available for complimentary download

BIA/Kelsey forecasts U.S. native advertising within social media to be worth $1.8 billion in 2013, growing to $9.4 billion by 2018. Meanwhile, the firm’s Local Commerce Monitor survey shows SMB ad behavior trending towards content marketing-oriented channels like Facebook, email, video and blogs.

Content marketing – also referred to as native advertising – is content that’s created and positioned to promote a given business in ways that are more organic than traditional paid advertising. The benefits for local businesses include higher engagement levels and performance – each resulting from content marketing’s tighter knitting with organic material.

Scheduling software has seen its ups and downs. But it is currently poised to take off, due to the emergence of a cloud-based environment marked by on-the-go mobile services and scheduling’s integration with email, point of sale systems and billing. Indeed, scheduling has been seen as a key connector for the next phase of closed loop marketing. At the top of the sales funnel, it is directly associated with search and discovery.

Peter Krasilovsky, Vice President and Chief Analyst, BIA/Kelsey, Report Author

Sharing roots with the publishing worlds’ well-known advertorial, content marketing has taken new forms, shaped by larger technological and cultural trends. It doesn’t have to be just words on a page; it includes photos, graphics, video, and infographics. These content marketing formats are increasingly fueled by mobile and social distribution channels like Facebook, Instagram and YouTube.

But to execute content marketing successfully, there are important guidelines to help achieve the quality levels that are tied to its success (the art). There are also tactics for it to be created in a scalable way that preserves margin, even at reasonable budget levels (the science).

This new report, sponsored by Search Influence, examines where the opportunities lie in content marketing, along with its drivers, the dos and don’ts, and what can be gained from doing it right.

Table of Contents:

Content’s Reign Continues
– What is Content Marketing?
– The Pros of Content Marketing
– The Cons of Content Marketing

The Art & Science of Content Marketing
– Art Form (Editorial Strategies)
– Scientific Method (Production Strategies)
– Mini Case Study:

Act Local
– User Friendly
– Time Share

The Content Marketing Agency Model
– Content Marketing as a Search Driver: A Conversation with Will Scott

Who should read this report?

Agencies, advertisers, and media publishers learning fast-moving media consumption trends, and developing advertising strategies.

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