You hear it all the time, read it on every marketing blog and in every advertising magazine: when it comes to buyers, your success is dependent on how compelling your business’s content is in driving awareness, engagement, and profits. On average B2B marketers spend 28% of their overall budget on content marketing, according to research from B2B Marketing.
Content marketing can drive brand awareness, quality leads, and boost customer engagement. Content marketing can’t be ignored because it’s what buyers want throughout the purchase process. In the B2B space, your content marketing delivery could be the make it or break it the moment. Here is a look at what the B2B Marketing study found and what your business can take away.
How Others Make It
From allocating the right amount of budget to measuring content marketing ROI, marketers often like to see what their competitors are doing both successfully and unsuccessfully. An in-depth competitive analysis can help your business be more successful. What the B2B Marketing study found is that content marketing budgets vary widely, but top challenges and objectives remain consistent. Main challenges faced by B2B marketers include measuring ROI, generating leads and getting internal buy-in. Some of the top content objectives include brand positioning, demand generation, and audience engagement.
- 66% of respondents reported spending less than 31% of their overall marketing budgets on content marketing. Only 8% spend in excess of 71% of their budgets on content specifically, and 2% of marketers spend between 91-100% of their budget on content.
- When asked how content impacts sales 14% of the survey respondents said they saw a significant increase in sales with content marketing, followed by 42% who saw a slight improvement and 15% who saw no improvement. Perhaps the most surprising number here is that 29% said they didn’t know how content marketing affected their sales figures.
- On average, B2B marketers spend about 37% of their day on content marketing.
How You Can Break It
It isn’t just about doing some competitive analysis; it’s about taking insight gained from that analysis and turning it around to make changes in your business that lead to greater success. Make consumer-centric content to break away from your competitors. Only 1% of the B2B Marketing study respondents said content marketing was of little or no more important. This means 99% of your competitors are likely using different forms of content to reach the same audience. Here are four steps you can take to break away.
- While the most-used content types include press releases and blog posts, your business would be better off if it focused on the most effective types of content: case studies, white papers, and videos.
- Make content marketing a company-wide focus. 43% of respondents expressed that content marketing is critically important, but getting buy-in is a big challenge. Content marketing is essential so make sure it’s a focus, from sales follow-up emails to content-driven Facebook ads.
- Enable sales with the content they need to close. The right content, delivered at the right time, can lead to an increase in sales and it’s up to marketing teams to make sure sales teams have what they need readily available.
- Test and measure which content is the most successful, and on what platform, for lead generation. Demand generation and determining ROI may be top challenges, but by measuring your efforts, your team can optimise content and ads as well as its presence on various platforms.
Content marketing is critical to your business’s success as consumers become more empowered and seek out information that can help them make better decisions when it comes to running their business. Inbound marketing, through content marketing, is how companies can attract and retain customers for the long-term. Focus on making your marketing and sales team content-driven and delivering the types of content that are most effective. Then, measure and optimise your efforts.
Three Types of Posts for Your Company Blog
The majority of brands now realise they need a robust content marketing strategy, and a company blog is a critical component within that. The following article explores some different types of blog posts to use.
It’s crucial to vary content to keep your audience engaged, and this piece will show you how.
Industry news and reaction
As stated, your company blog should be varied with the different types of content you use. Getting the balance right is crucial here. Your audience wants to be informed, so you should focus some of your attention on providing the latest news from your industry.
Keep in mind the intense competition in the marketplace for this type of content. Remember your competitors may be sharing the same news as you. Therefore, you also want to include some of your own commentary.
It’s crucial to pinpoint what this piece of news means for your business or how you are taking advantage of the latest industry trend.
Share your news
Another way to make your blog stand out is to include content that only you can write. The obvious example of this is sharing your own news. There are various ways you can do this, such as publishing a case study of the work you have done for a particular client.
An approach like this works well for marketing agencies; it’s not a hard sell but it does provide an opportunity to show what you can do.
There are other options as well, such as a report from a recent event of yours – you can even include video highlights or an interview you did. Always think about what your audience is interested in and which type of content they will engage best with.
Sharing good news makes your brand more personable and encourages engagement with your audience. Be careful though to avoid writing promotional posts regularly, and always look to add value through your company blog.
List-style evergreen posts
Latest industry and company news should certainly be shared regularly to keep your audience informed. However, one of the problems with this type of content is it only typically gains short-term views over a day or two when it’s fresh.
It’s also crucial to publish content that doesn’t age in the same way.
The best approach for this is list-style evergreen posts. To put it simply, this is content that stays fresh for months or even years after it is published. Again, ensure you are providing value to your audience by covering the topics they are most interested in.
Remember blog posts like this are fun to write, easy to promote and can be shared over and over again.
Content marketing is a significant trend and something most brands need to be involved in.
If you’re serious about this type of marketing, you will want to have a company blog that you update regularly.
It’s necessary to find the right balance with the content you publish, so this article has explored the topic in greater detail.
Remember to provide commentary on industry news, share your own news and create list-style evergreen posts.
Three Keys to a Great Infographic
If your brand wants to master Pinterest, then it’s essential to create great infographics. It’s well worth doing this because Pinterest is an incredibly valuable social media site if you can get the hang of it. Therefore, this article focuses on some essential tips to create the best infographics.
Write an engaging title.
It’s easy to think that infographics are all about imagery. However, the words and language you use are also crucially important. Of course, this process all starts with the title you choose to use.
Therefore, spend some time on a descriptive title for your content while also keeping SEO in mind.
Remember, there are different ways you can create an engaging title, and these can include the use of numbers, which can draw attention. For example, you can focus on a particular year or several tips if that works for the rest of the content of your infographic.
Another thing you can do is ask a question in your title, which aims to educate as well as giving users a reason to read on.
Make your infographic visually appealing.
It may seem an obvious point as infographics are a type of imagery in themselves. However, the way you present your information can play a crucial part in the success of it. In general, you should be creative with your infographic to ensure it stands out.
Remember, it isn’t a restrictive type of content so you can add images, charts and text effects.
Keep it consistent though by following a plan and formula. For example, data is common in an infographic, but using data visualisation techniques can bring a lot more attention to your content.
Keep in mind you are presenting information and the more appealing you make it; the more likely others will want to share it.
Think about the use of colour.
It’s striking how much more appealing an infographic incorporating a range of different colours is compared to one that is black and white or using only one colour. Of course, it’s vital to strike the right balance though because too many colours could look messy and detract from your core message.
One concept that can be effective is to take advantage of different contrasts between colours.
Remember. you want to pick colours that complement each other; the right blend can make specific colours stand out.
In fact, this can be a very effective way of using bold colours to create the maximum effect.
Pinterest can be a tricky social media site for brands to master.
Of course, this is partly because it looks complicated at first. One type of content that performs particularly well is infographics.
Remember to write an engaging title, make your infographic visually appealing and think about the use of colour.
3 Social Media Tips for Writers
The work responsibilities of a freelance writer have certainly changed over the years. It is no longer the case that the job is limited to only the writing process. The best freelancers now need to invest a significant amount of time in social media efforts to promote themselves.
The following article explores this content in more detail by providing some social media tips for freelance writers.
Make use of Twitter and Facebook.
Twitter is a conversational platform and can be a great place for freelancers to be. The opportunities are vast. You can post links to your latest content, advertise that you are available to hire, and connect with other freelancers.
It’s certainly true that having a strong Twitter profile with regular updates will add to your credibility as a freelancer.
Facebook doesn’t tend to be such a good platform for web traffic, but it can still have significant advantages. First of all, you can set-up a Facebook page to market yourself where you can post some of your latest content.
Facebook groups also offer a significant opportunity where you can find out about job opportunities as well as getting exposure for your content if your allowed to post links.
Remember that visuals rule on social media.
It’s fair to say that you won’t get very far merely posting words on social media; it isn’t the sort of content that engages enough these days.
Of course, visual content is critical when promoting on the more image-led sites such as Pinterest and Instagram.
At the same time, when you get your visuals right, it can be hugely rewarding for web traffic and exposure. It’s a good idea to use various social media platforms to create your content for each social media site and play around with it to see what works.
If you have the time to invest in it, Pinterest can be hugely rewarding for web traffic, but your visuals have to look great.
Stay active on your core platforms.
It’s important to have a schedule for your social media activity; otherwise, you will not be as active as you should be. Social media platforms are different, and not all of them are right for everyone, it also depends on how much time you want to invest in it. Some sites require a bigger time commitment than others, and you want value for your time.
However, you will quickly understand which platforms are worth your time.
It’s also a good idea to have a clear strategy of what you want to achieve with each platform. You may also want to plan content in advance and schedule your posts.
Staying active though will be the way forward to getting the best results.
Being a freelance writer can be a complicated job as there are many more aspects to it than simply writing content. Social media though needs to be part of your work, especially if you write most of your content online.
Various platforms have much to offer freelance writers if you are willing to invest the time. Remember to make use of Facebook and Twitter, use key visuals and stay active on your core platforms.
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