It’s no secret that B2B marketing is likely to see a variety of changes during 2017, including new techniques, technology, and methodology. These developments are also likely to include changes to B2B content marketing, as it looks to become less static and more interactive. With the inclusion of quizzes, polls, calculators, and a variety of other tools, the ebooks and tipsheets that we know today are likely to become less of a go-to manoeuvre. However, even with the newer forms of content, there will still be aspects which marketers will need to consider, especially if they hope to succeed…Read More
Although we are marketers, we are also consumers, which means we’ve no doubt seen our fair share of marketing content in our time. Now, consider this, when was the last time a piece of content really captured your attention and kept you engaged? A week ago? A month ago? The fact of the matter is that as marketers flood the industry with sub-standard content, the more we all become jaded to the concept. Additionally, the frequency at which content such as blogs are being published is nothing short of saturation. Without relevance and a realistic publishing frequency, content will be almost useless for lead generation before we know it.Read More
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
Over the past few years, B2B content marketing has continued its rapid growth in popularity. Whether it’s infographics, ebooks, tip sheets, or case studies, businesses all over the globe are investing in this marketing strategy. Now though, as it becomes apparent that content marketing isn’t just a passing fad, more and more organisations are considering building their own team of B2B creatives in-house to help write and build the ever-increasing amount of content. But is this the best solution? Is an in-house team of writers and designers really a good idea? Well, it would seem not.Read More
Is your business struggling to prove content marketing is providing a solid ROI? According to a recent survey, this is a common problem among B2B marketers...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.
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.
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.