Content Marketing A Growing Trend

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less, says Geoff Ramsey, eMarketer CEO. " Think pull vs. push."

Magnetic content can include anything created on behalf of a brand: an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app, ideally something that consumers might want to want to engage with and pass along to others.

This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.

2011 Trends: Content Marketing Is Critical - eMarketer