B2B Digital Marketers Excited About ROI of Content
Content marketing has exploded in popularity as businesses in all sectors have realized its incredible value in helping to achieve a range of important goals. Many companies have made content a top priority, and have committed to devoting considerable time and resources towards developing and executing an effective, comprehensive content marketing strategy.
Business-to-business marketers in particular are enthusiastic about the potential benefits they have already seen or anticipate seeing from expanding or improving their content marketing plan.
In the recent B2B Digital Trends 2015 survey conducted by Adobe and Econsultancy, 23 percent of B2B marketers named content marketing as the single most exciting area of opportunity for their organization this year.
In the B2B realm, a well-planned content strategy consisting of multiple types of material spread out over a carefully determined timeline can be a smart move because buyers in this realm tend to make decisions more slowly, and may need more convincing to take action. For this reason, B2B marketers can appreciate the long-term ROI they may see as the payoff for an extended content campaign.
That said, these marketers also expect to gradually need to invest less and less time into their content marketing efforts over the next five years. This suggests that they envision devoting a lot of time upfront into planning and setting up the content strategy, but eventually reaching a point where the process is more automated or routine and thus requires less time and legwork.
Regular readers of this blog know that we have repeatedly stressed the value and importance of a content marketing plan that is carefully crafted to align with business goals and developed with prospective customer needs and motivations in mind. With so many options for repurposing content and mining the same basic information in a multitude of formats, this is a smart investment that can continue to pay off for a long time.
We think marketers have good reason to be excited about the potential rewards of content, and strongly encourage businesses to make this a main element of their marketing strategy.
Not all marketing firms have the experience or capabilities to plan or manage a large-scale content strategy, though. This is one of our specialties here at KEO Marketing, and we would love to help develop a content-based vision for your company.