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Content Marketing & Generation | Trends & Success Factors

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Content Marketing & Generation | Trends & Success Factors

  1. 1. Content Marketing and Generation Trends and Success Factors
  2. 2. 2 Content Marketing Defined “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute
  3. 3. 3 Content Marketing Defined Relevant and valuable content is content that is less about you and more about your audience. It … •Addresses issues customers care about •Supports people with your knowledge •Provides insights and solutions •Gives people confidence you know what you’re talking about
  4. 4. 4 Content marketing and generation enables you to educate and influence buyer behavior by: – Building brand recognition – Reaching targeted audiences through multiple channels – Becoming an industry influencer – Establishing expertise and thought leadership – Creating opportunities for two-way conversations – Generating leads and referrals How It Works
  5. 5. 5 More Important Than Ever • Outbound tactics often less effective • Clients and customers are: – More savvy – More immune to direct advertising/promotional messages – Can leverage technology to surf around ads, fast forward through commercials, buy commercial-free services (Sirius/XM)
  6. 6. 6 High Growth Path for B2B Dramatic increases in content marketing •84% B2B marketers making stronger focus – 20% of marcomm budget to 30% in next year alone •Top goals: – Compensate for reduction in traditional tactics effectiveness – Generate leads – Thought leadership/market education – Brand awareness – Customer retention Sources: B2B Marketing Trends, 2012 Survey, and Entrepreneur Magazine
  7. 7. 7 Biggest Challenges • Time and bandwidth • Producing enough content • Producing relevant and effective content • B2B marketers create content in following ways: – From scratch (94%) – Leverage third-party content (39%) – Reuse existing content (32%) – Encourage users to generate content (30%)
  8. 8. 8 Biggest Gaps Too many organizations are still engaged in random acts of content development, without having implemented cohesive and effective strategies, customer-centric themes and platforms and efficient publishing and delivery capabilities or the necessary content performance tracking systems. Source: CMO Council, June 2013
  9. 9. 9 Biggest Gaps Too many lead generation campaigns are failing … They lack rigorous targeting, filtering, tracking … of prospect flow. They rely on poorly conceived content that doesn’t connect with customer needs and concerns. Or they fail to provide access across essential channels and touch points, such as mobile devices. Source: CMO Council, June 2013
  10. 10. 10 B2B Trends Most popular content generation tactics and social media delivery channels are not always the most effective or bring highest ROI.
  11. 11. 11 B2B Trends Most Popular Tactics •Twitter •Articles on website •e-newsletters •Blogs Most Effective Purchase Influencers •Articles •Case studies •Videos •eBooks What Brings Greatest ROI? Articles Videos White papers Case studies Sources: Content Crossroads, B2B Content Marketing Trends
  12. 12. 12 B2B Trends Most popular social media platforms •LinkedIn •Twitter •Facebook •YouTube •Google+ •Pinterest •SlideShare Source: Content Marketing institute
  13. 13. 13 Best Practices Effective content marketing requires: •An understanding of all the possible vehicles •Strategic approach to leveraging those vehicles in the right way, with the right message, at the right time •Creative, meaningful and engaging content to ensure ROI is realized – Compelling storytelling – Originality – Strong writing
  14. 14. 14 Content should help achieve business objectives, not content objectives. •Know who you are reaching •Understand how they use the content channel •Recognize different social networks suit different audiences and content types •Additionally, ask yourself: – Is this the best channel for me to post or present this content? – What are people in this channel interested in? – What action do I want them to take (more followers, download report)? Best Practices
  15. 15. 15 There is no “One-Size-Fits-All” - Content Marketing Institute •Efficiency of creating one piece of content for multiple social media platforms is not the best way to go •Doing so short changes your content and the audiences you’ve cultivated in each network •Different social networks suit different content types/formats – Example: People who subscribe to your blog could be different audience than those following you on LinkedIn Best Practices
  16. 16. 16 A Good Content Generation and Marketing Program… •Requires a cohesive and comprehensive approach – eBooks, webinars, research reports, newsletters, articles •Utilizes internal and external mediums – Blogs, websites, e-mail lists – LinkedIn Groups, social media platforms •Creates engagement through audience segmentation – By service or product offering – By buyer persona or profile – By industry vertical How To Be Successful
  17. 17. 17 How To Be Successful • Generates leads and creates opportunities for follow up – Tailor content to sales cycle stage, i.e., initial engagement to lead nurturing • Is monitored and measured to understand: – Who is interacting and to what level – Which topics are of the most interest – What contributes to most effective lead generation – How can content be adapted accordingly to increase engagement
  18. 18. 18 Bottom Line B2B marketers… •Believe in the power of content marketing •Are devoting more dollars/focus to it •Are time pressed, so need help •Often don’t know where to begin •Use many platforms without always knowing which is most effective
  19. 19. 19 Success Factors Marketing Works can help solve challenges and meet goals with: •Content marketing roadmaps •Content topics and ideas •Content generation storytelling/writing •Content marketing execution •Content marketing measurement