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Content Marketing in Review: 2013 Sees the Growth of Content Marketing

When you look back on content marketing in review, 2013 is definitely an eventful year. There were a lot of things happening that brought plenty of changes to the field. So, without further ado, let’s take a look at some of the most significant ones that shook content marketing this year.

The year of relevant content

Continuing from the last few years, search engines have come up with significant changes in their search algorithms to further enhance their functionality. Google, in particular, unveiled the Hummingbird update in September which will now be encrypting all keyword searches. And as pointed out by Corey Eridon, this makes it more difficult for content marketers, as they now have to go without keyword data for their efforts. On the plus side, this move has also made it harder for unscrupulous marketers who pad their site with high ranking keywords regardless of whether or not these are relevant to their actual content.

Indeed, this year saw an even greater emphasis on the creation of truly relevant and informative content. As shown by the studies made by the Content Marketing Institute, for instance, revealed that this year, more than 61% of marketers now opt to use information-laden content to target consumers who also prefer to look for more detailed explanations before making a purchase.

Social content on the rise

Continuing our look at content marketing in review, 2013 also has social media sites becoming a major avenue for marketers. Facebook took the lead and introduced Graph Search, enabling users to search for specific content within the site. Many content marketers were delighted to hear the news, as not only will their content be more visible, the function now also gives them the opportunity to search for more information on their target audience’s posting habits, favourite links, and other interests, allowing for the creation of more focused content.

The social media giant also implemented clickable hashtags. Maggie Hibma explains how this becomes an indispensable tool for many marketers:

“From a usage standpoint, there are dual benefits: First, marketers can add more context to their posts with hashtags, giving readers an instant overview of the topic at hand. Conversely, hashtags allow marketers to better understand the entire conversation about a topic, which can help them create content that really resonates with those interested.”

On the other hand, Twitter, the social media site that popularized the use of hashtags, had its own important developments that many content marketers eagerly anticipated. With that change, images now appear directly on users’ feeds, unlike before where only a link to the image is posted.  This means that marketers’ content will be seen more immediately and the audience won’t be turned off by links anymore.

What to look forward to in content marketing

Of course, with 2013 about to close in a few days, the next question in many content marketers’ minds is what’s in store for next year. One of the biggest predictions for next year, as pointed out by Shafqat Islam, is that content and content marketing will now be its own department. At present, content marketing falls directly under overall online marketing efforts. Content marketing being treated as its own department presents more flexibility in dealing with issues particular to the field.

A spin-off prediction of this one is that the increased importance given to content marketing will also have an increased expectation placed on the department for returns. Indeed, as shown by content marketing statistics, 2013 has already seen a significant increase in the returns generated by content marketing. While this has some content marketers worried, many actually see this as a challenge to further prove the reliability of the field in promoting brands.

Overall, for content marketing in review, 2013 has been a very eventful year. And with the year about to close, many are now eagerly awaiting the challenges set for next year.


9 Responses to Content Marketing in Review: 2013 Sees the Growth of Content Marketing

  1. Muhammad Irfan January 1, 2014 at 4:38 am #

    First of All Happy New Year to you Dear,
    As other article this also have informative content. I agree with you, No doubt 2013 is most eventful year according to content Marketing. Any way thanks for sharing your experience here.
    Muhammad Irfan recently posted…New year wishes 2014 for boyfriendMy Profile

  2. Mark Ford January 8, 2014 at 3:07 am #

    I couldn’t agree more with the rise of social.

    Social media was by far the largest referrer to my blog – without it I don’t think I’d bother.
    Mark Ford recently posted…5 Twitter for Business Rules You MUST FollowMy Profile

  3. Kered Pople January 8, 2014 at 7:35 am #

    I totally agree with your post and think creating content now is a lot harder. It has to be (unique and useful) to the user.

    The hummingbird update was great for the internet to stop a lot spam in the way of people spinning content in multiple copies that reads like an unknown language and also writing out-dated news, which is less useful to the user.

    As for social media we need to make sure we become a community and are active with our audience and of course be social.

    Any company in 2014 just relying on Google to succeed in their business needs to think again and not keep all their eggs in one basket.

    The way I see it is Google is in control of where it ranks your website with their algorithms, but as a brand you are in control of who you reach out to in social media.

    The problem is companies need a lot of resources to do both and if all efforts are put into the over whelming task of social media then your rankings in search engines can take a hit, before your social media exposure helps yours rankings, with exposure to your website.

  4. Rahat @mytypesofcats January 15, 2014 at 10:05 am #

    Thanks for the article Eric.

    What I realised this year was the impact that social sharing has. I’ve found that my articles that had a lot of social shares, ranked higher on Google and gained me more traffic overall.

  5. Angelina January 17, 2014 at 1:11 am #

    I agree with you, No doubt 2013 is most eventful year according to content Marketing. thanks for the informative post
    Angelina recently posted…MapMy Profile

  6. George January 19, 2014 at 4:14 pm #

    I agree! This is because of all the new Google’s ‘fight to against spam’ updates. People now dedicated their SEO work to pure and white hat optimization. This is some kind bad and good. The bad thing about this is now when people know that buying the backlinks is against the Google’s rules then your competition can ruin your business like this. If you ask me, I would still prefer some of the old main points of old-school SEO, but also keep the new ones too to keep them important , like content marketing and social media.

    Thanks for writing and have great day,

  7. Chris January 20, 2014 at 4:34 pm #

    Social Media is now the dominate force in marketing in most cases

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    • Eric Pangburn January 25, 2014 at 8:10 am #

      Yes Chris! Your are correct and social media is a must these days! So what have you been doing lately within your social media marketing or blogging?

      Look forward to connecting more,


  8. Stephanie Riggs February 8, 2014 at 5:46 am #

    The SEO in 2014 is all about content creation and marketing. If you are still using duplicated contents then you are just trying to penalize your website. You know the purpose of blogging is to get more traffic which is possible only if you have original, unique and quality contents. This will capture the attentions of more people and definitely they’ll share contents with other people. Your review about content marketing sounds pretty informative.

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