Content has managed to maintain a top position in the buzzword world in 2014, despite its overuse in 2013. Content marketing has essentially become its own sub-category within marketing.

It was only a few years ago that companies were feeling the pressure to invest in digital channels for the first time, from their own web footprint to social media channels. Now they’re feeling the pressure to invest in content marketing from creation right through to management. We’re even seeing actual job titles now including the word ‘content’.

Belgrin has been banging on all along, or at least for as long as we can remember, about how important content is. People are jumping up and down over the buzzword without realising just how broad the term is and that it covers much more than just social media. Content is a dinosaur; it’s not a new concept. It’s in all forms of communication, even in the most simple forms of print like flyers and brochures.

Consistency in your company or brand’s communications is critical, regardless of your industry. The ability to adapt is almost as vital; the way in which you craft the content depends on the medium.

Business driven organisations are increasing their marketing spend to allow for content creation and acknowledge the need for research based activities.  Whitepapers seem to be an integral part of many B2B content strategies.

On the other side, B2C companies are focusing of more image-based content with a mix of product/service images, industry relevant images or even completely unrelated content.

Put simply, content should be designed to make your customer feel good in one way or another. It can be used to be informative or connect with them emotionally. Humorous content often gets the most traction, there’s no surprise there.