Content Marketing: Value Obvious, Execution Still Tricky
Most B2B marketers have reached the point where they understand the tremendous value in using high-quality content to support their marketing goals. As a result, many have made it a priority to ramp up their content-related efforts. And while they may be creating, posting and sharing a lot of good content, for some the task of planning a formal strategy for the best way to handle this content is still somewhat intimidating.
One big factor driving this push toward increased content is simply the sheer volume of outlets and venues through which businesses can now share information. A typical marketing strategy today might encompass blogs, web content, e-newsletters, white papers, case studies, online advertising and of course social media sites. This represents many different opportunities to generate leads, connect with prospects and engage existing customers.
From an SEO standpoint, another big motivator for developing content is Google’s increased emphasis on high-quality content. For businesses (especially those in a very competitive field), the search-related rewards that can result from this approach can make investing in content marketing a smart move.
Well-written content, especially in the form of materials like white papers and articles, are also a great way to establish expertise and authority, and can help position your company executives as thought leaders in the industry.
One just-released report offers some interesting insights about B2B marketers and how they are handling content. In general, the research shows that most realize the importance of content, but some haven’t quite reached the point of putting together a formal strategy or identifying the best tactics for executing it.
Consider these stats from B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove:
- 86 percent of B2B marketers polled said they use content marketing
- Only 35 percent have a documented content marketing strategy (another 48 percent said they have a strategy, but it isn’t officially documented)
- 70 percent say they are creating more content than they did one year ago, with 42 percent publishing content daily or several times a week
- LinkedIn is the most popular distribution channel for B2B marketers, followed closely by Twitter and Facebook. This illustrates the importance of coordinating your content development with your social media strategy.
These findings reinforce what we ourselves have observed. B2B marketers understand the great ROI potential of content marketing, but often find the prospect of planning a strategy or executing it on a daily basis to be intimidating. Trying to pull this off with limited resources or staff expertise makes things even more challenging.
KEO Marketing specializes in developing a content marketing strategy for B2B businesses, including creating the actual content and identifying the best ways to share it, often implementing a comprehensive plan that includes social media and web-based collateral.