In a recent report I read, it stated that B2B content is no longer king. The newly crowned king is context. Apparently, in order to generate the best results from B2B content marketing, you need to first study and digest the behaviour of your buyers. For example, what are they talking about on social media? What types of posts do they share? Which media sites do they get their information from? Only once you have this information can you start to segment your target audience into smaller groups and then write content specifically for each group.Read More
The B2B marketing world appears to be obsessed with content. 99% of marketers say B2B content marketing is important, and it’s predicted that by 2016, half of marketers’ time will be spent on content alone.
With this in mind, you’d think the majority of B2B organisations would have a solid grasp of their content strategy, and how they’d like to grow and develop it over the coming year.
Apparently not. According to the 2015 Content Marketing Benchmarking Report, 53% of respondents in the report say they’re ‘weak’ or ‘okay’ when it comes to content strategy.
The recent B2B Marketing Content Benchmark Report in association with Circle Research found that only 2% of respondents measure the ROI of their content every time. In addition to this, the study found that a whopping 69% of marketers measured ROI only sometimes, rarely or never.
Picture the scene… a world torn apart by war as a robot network attempts to finally make humanity extinct. The only thing standing in its way… a small band of human fighters who refuse to be beaten.
Okay, so it isn’t as dramatic as the latest Terminator incarnation, but there is growing talk within content spheres about so-called “content bots”. That’s right, robots that can write articles and post them online for you and me to read. Well, not exactly robots, but a computer programme.
It’s no surprise to find that B2B marketing content is continuing to grow in popularity. With the promise of higher quality leads and reduced costs compared to outbound channels, content ticks all the right boxes. Over the past two years, content has gone from being an after-thought on marketing campaigns (if there was still budget left) to becoming a major player in marketers’ multi-channel campaigns. However, there was always an issue… measuring ROI.
We all know that the B2B marketers who create original and unique content are the ones who will stand out from the crowd and generate the most ROI over the coming months and years. The secret though, is how to change current content curation processes into idea-filled original content that’s engaging and likely to generate leads, sales and revenue. To help you with this transition, we’ve created a scrapbook of ideas and techniques that will have you pushing the boundaries of innovation in no time. And the starting point is the coming together of the right team.
According to Forbes.com, 58% of B2B marketers plan to increase their content marketing budgets over the coming year. But, will they be investing in original content or curated content? In order to debate and examine this subject closer, it’s first necessary to clarify exactly what each term means.
During the run up to an election, party political rhetoric increases significantly. By now we are all used to the multitude of leaflets posted through our letterboxes, party political broadcasts replacing TV adverts, and town centres grinding to a halt as MPs speak on a personal level to prospective voters.
Winning the vote of your prospects by closing them as customers is a number one priority for businesses. One tactic to be increasingly employed as a means of achieving this important goal is the production of B2B content. However, with so much content being pushed out, how do you ensure you stand out from the noise? The answer lies in this timely infographic, which likens this year's general election to a marketer's most prominent content marketing problem - how to create unique B2B marketing content and win your audience's votes.
Over the past few weeks, I’ve found myself pondering ‘what is the future of B2B marketing content?’ It’s obvious that the market is becoming saturated with content as more and more businesses create and curate ebooks, infographics, tip sheets and much more. But with the increase in content, there’s also the unavoidable increase in low-quality content that provides the reader with no insights or key takeaways.
In a recent survey by BrightTALK (which surveyed 600 marketing professionals), the respondents were asked what they believed made B2B marketing content effective. The results, as shown in the graphic below, found that the top three priorities were audience relevance (58%), engaging and compelling storytelling (57%) and information that triggers a specific response (54%). These three factors are the fundamentals of any good B2B content marketing.
A lot is written for marketers about how to align a content strategy with business objectives. But not a lot for the actual business leaders.
In their recent Content Marketing in the UK 2015 report, the Content Marketing Institute examined the current state of B2B marketing content, and where it’s heading in 2015. For many, the results were encouraging with 85% of UK respondents saying they use content marketing.