Twitter Facecbook Linked In Email Us


By now, the writing is on the wall — as well as on
the microsite, the ebook, the slideshare presentation, and anywhere else B2B firms can illustrate their thought leadership prowess.

B2B companies have realized the value of content marketing, and incorporated this effective
tactic into their marketing plans. However, even though according to recent studies 91% of B2B marketers have devoted significant resources to this category (which is great news for all those displaced journalists!), and many report they successfully create engaging content, only a minority of companies can state they have a well-developed strategy to keep their content marketing efforts on track.

Needless to say, this is one pain point that really needs a solution.

Here’s why:

  • Successful outreach requires consistency We all know the ‘rule of seven:’ a potential customer needs to hear your message seven times, preferably from different outlets, in order to convert. A newsletter that goes out sporadically, a LinkedIn group that you comment in sometimes, a Youtube channel that has had ‘part one’ of your Groundbreaking Trends in Ecommerce Security running in a loop for the past six months—these are not going to produce that stellar ROI. Keep slapping stuff on walls without a regular schedule, and chances are not much of it will stick.
     
  • Buzz needs a bandwidthVoices carry. When a potential customer experiences your expertise from a variety of distribution channels—in their inbox, through a clever retweet, and by means of a blog their colleague Samantha references during a sales meeting—recognition builds. And that means that when that potential customer is ready to invest, it’s your thought leadership—and the brand it represents—which will percolate top of mind.

    Here’s how:

     
  • Remember, one size does not fit all According to recent surveys, B2B firms pursuing content marketing commit to an average of twelve different concurrent distribution channels. Can your resources support such a pledge? Would a narrower distribution commitment, with higher quality and more consistency, make more sense for your organization? Can your company possibly manage an even more ambitious outreach strategy? And what if you balanced content creation and distribution between internal resources and outsourcing? Don’t just mirror the strategic choices of your colleagues and competition. Keep in mind that statistically, the ‘average’ B2B firm making this distribution commitment may not have a plan for execution in place. Be realistic with what you can manage at the present time, and set progressive goals for the future.
     
  • Keep your ear to the groundTrue, content marketing is a relatively new endeavor. But it still has best practices to offer. For example, here is a list of ‘Most Effective Content Marketing Tactics’ from ‘B2B Content Marketing: 2013 Benchmarks, Budgets and Trends’ recently released by the Content Marketing Institute and DataProf:
    • 67% of B2B marketers rate in-person events as the most effective content marketing tactic
    • 64% of B2B marketers rate case studies as the most effective content marketing tactic
    • 61% of B2B marketers rate webinars or webcasts as the most effective content marketing tactic
    • 59% of B2B marketers rate blogs as the most effective content marketing tactic
    • 58% of B2B marketers rate videos as the most effective content marketing tactic
    • 58% of B2B marketers rate newsletters as the most effective content marketing tactic
    • 57% of B2B marketers rate research reports as the most effective content marketing tactic
    • 57% of B2B marketers rate white papers as the most effective content marketing tactic
    • 55% of B2B marketers rate eBooks as the most effective content marketing tactic
    • 53% of B2B marketers rate articles on website as the most effective content marketing tactic
    • 50% of B2B marketers rate articles on other websites as the most effective content marketing tactic
    • 50% of B2B marketers rate microsites as the most effective content marketing tactic
    • 49% of B2B marketers rate social media effective or very effective as a content marketing tactic

Yet, interestingly, this list differs markedly from the same study’s ‘Breakdown of B2B Content Marketing Tactics Currently in Use:’

    • 87% of B2B content marketers use social media (other than blogs)
    • 83% of B2B content marketers use articles on their website
    • 78% of B2B content marketers use eNewsletters
    • 77% of B2B content marketers use blogs
    • 71% of B2B content marketers use case studies
    • 70% of B2B content marketers use videos
    • 70% of B2B content marketers use articles on other websites
    • 69% of B2B content marketers use in-person events
    • 61% of B2B content marketers use white papers
    • 59% of B2B content marketers use webinars or webcasts
    • 44% of B2B content marketers use research reports
    • 40% of B2B content marketers use micro sites
    • 38% of B2B content marketers use infographics
    • 38% of B2B content marketers use branded content tools
    • 33% of B2B content marketers use mobile content
    • 32% of B2B content marketers use eBooks
    • 31% of B2B content marketers use print magazines
    • 29% of B2B content marketers use books
    • 28% of B2B content marketers use virtual conferences
    • 27% of B2B content marketers use podcasts
    • 26% of B2B content marketers use licensed or syndicated content
    • 26% of B2B content marketers use mobile apps
    • 25% of B2B content marketers use digital magazines
    • 24% of B2B content marketers use print newsletters
    • 11% of B2B content marketers use games or gamification

Lesson learned from this valuable testimony, and from the apparent discrepancy between current knowledge and practice? Be willing to explore offline strategies as well as digital, follow what best impacts your key metrics, stay flexible, and learn from others’ mistakes.

Content marketing works. But it works much more effectively with a consistently followed, customized strategy in place. Spend the time and resources you need to develop the content marketing strategy that’s right for your company, and watch your investment pay off.

Resources consulted for this edition of Nurture Notes include:

CMI and DataProf, B2B Content Marketing: 2013 Benchmarks, Budgets and Trends(http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research)

EConsultancy, Content Marketing Survey Report
(http://econsultancy.com/us/reports/content-marketing-survey-report?utm_campaign=Listly&utm_medium=list&utm_source=listly)

Altimeter, The Converged Media Imperative: How Brands Must Combine Paid, Earned, and Owned Media
(http://contentmarketinginstitute.com/2012/09/develop-a-converged-media-strategy-now/?utm_campaign=Listly&utm_medium=list&utm_source=listly)

To learn more about building an effective and individualized content marketing strategy, please contact Eric Rabinowitz at
Ericr@nurturemarketing.com.

Nurture Marketing: Marketing that Matters

Share this page
Marketing Services
 
Channel Programs
 
FREE
Marketing Stuff
 
Sign up for NurtureNotes
 

For more information, contact Eric Rabinowitz at 732 636-1001 x 27 or via e-mail at ericr@nurturemarketing.com and visit our website at www.nurturemarketing.com

  Visit our website: http://www.nurturemarketing.com Contact us  
  Nurture Marketing  |  321 Main Street  |  Woodbridge, NJ 07095  |  732-636-1001
  © Nurture Marketing
Twitter Facecbook Linked In Email Us
321 Main Street
Woodbridge, NJ 07095