You and your company have a voice and content marketing gives you a chance to use that voice to connect a relevant message/solution to your target audience. Content marketing \u2014 blogs, social media, articles, case studies, videos, infographics, etc \u2014 let\u2019s people hear your message. It gives them a chance to see who you are, what you have and how you do what you do.\u00a0 It\u2019s a tool that small businesses, even the hard core Do-It-Yourselfers, can use to get their message out. In 2012 B2B Content Marketing Benchmarks, Budgets and Trends,\u00a0 Joe Pulizzi says it: ". . . remains a top priority for marketers in 2012.\u201d But it\u2019s not new. Content,\u00a0In\u00a0and Of Itself,\u00a0is Old as Dirt\u00a0 What\u2019s new is: how we choose to use it, the tools that help us create and distribute it and the stories we decide to tell. For a visual look at the upcoming trends in content marketing, check out\u00a0the infographic\u00a0above created by BlueGlass,\u00a0The Content Marketing Explosion.\u00a0 If you can understand what marketers are doing and what they feel is most effective, then you tweak your own strategy (and the team that helps you execute it). What Stands Out to Me Is the difference between the most used marketing activities and the ones believed to be most effective.\u00a0 According to the study,\u00a0the most used content marketing avenues are: articles (79%), social media\u2014excluding blogs (74%), and blogs (65%). But the content marketing channels that carry the most confidence for effectiveness are: in-person events (78%) webinars/webcasts (70%) case studies (70%) In other words, the marketers in this study feel they are getting more impact from the in-person events, webinars and case studies than from social media, articles and blogging. Now, all of them have their place and can drive traffic to your site and generate attention for your business.\u00a0 But it\u2019s interesting to see where the energy goes. Measure Your Impact\u00a0 Whatever you choose to do, you have to measure it. If you don\u2019t, then how do you know that it\u2019s working?\u00a0 Did your website traffic increase as a result of a specific marketing action? How many new visitors became blog subscribers and regulars to your site? And how many became new customers or made a repeat purchase? You can use a tool like Google Analytics\u00a0to measure the impact of your content distribution. After you sign up for your account, your web designer can add the code to your website for you. Spend a little time learning how to read the charts and then you\u2019re on your way to a bigger picture. You get to see the\u00a0 websites that send you the most traffic\u00a0and how many people actually go to your sales page and how long they stay. Google is not the only option, but it\u2019s free, so that aspect lowers the barrier to entry. With Every Marketing Strategy You have to know what works so that you can do more of it and what doesn\u2019t so that you can change it for the better.\u00a0 There is something to content marketing but which content and which medium? If you measure your impact you\u2019ll be able to get the answer from your audience.