Content marketing is quickly becoming one of the most effective ways for B2B marketing professionals to reach new audiences and generate leads. The success of this form of marketing has contributed to a 70 percent increase in the amount of content B2B marketers are producing (1). With so much momentum behind it, there's little reason to doubt a decline in the amount of written content anytime soon. With this in mind, B2B marketers need to work hard to create solid content so they can remain competitive in an increasingly crowded field.
If you're finding that your content marketing strategy isn't producing the desired results, there are quite a few options you should consider incorporating into your plan. Content marketing is more than just cranking out as many words as possible and hoping the Internet will flock to your website and make the content go viral. You don't necessarily need to be the most creative person or the best writer to produce solid content.
Document the strategy
An often overlooked but especially crucial aspect of having a good content marketing campaign involves documenting the strategy. By not documenting the step-by-step process you intend to take and either improvising it or merely vocalizing it, you run the risk of making missteps or forgetting a key aspect. B2B marketers who have a documented strategy for their content marketing campaign are 60 percent more likely to rate themselves more highly in terms of effectiveness. Meanwhile, 32 percent of marketers who only have a verbal strategy see their content marketing campaign as effective.
Not only does documenting the strategy help you stay focused on a main goal, it's a great way to help keep track of the campaign's return on investment. With a written plan in place, 35 percent of B2B marketers are successful at tracking the content marketing campaign's ROI, compared to only 21 percent without a documented strategy. If you are not chronicling and measuring how much time and money you spend, what particular methods seem popular among customers and how you're going to continue creating fresh and original content, you'll have a hard time deducing which tactics you should focus on and which ones to hold off on.
Expand past words
Not all content needs to be written. One of the most popular and increasingly pervasive forms of content is video, and there's good reasons why. Customers gain a 74 percent better understanding of your product by watching a video, while one-third of all time spent online is expended watching videos (2). Producing a few videos to demonstrate how your product operates or to exhibit how your brand sets you apart from your competitors can be an effective means to generate new leads and convert potential customers.
If producing videos is out of your budget, consider hosting a podcast. These are especially good outlets for those who enjoy talking and are articulate and knowledgeable about the company and industry. Plus, podcasts free you from having to know all the grammatical quirks and editing style guides. All you have to do is talk as if you're having a conversation. Podcasts work great if your company's clients include people who can listen to the radio while doing their job, which means they can still be productive while you deliver insider information and industry expertise.
People live in a fast-paced world with limited time to digest the countless distractions that bombard them everyday. A quick and easy way to get people's attention is graphics and visuals, particularly infographics. These provide a quick and easily digestible fact or tidbit about your company or industry being presented in a visually appealing way.