Content marketing discussions among B2B, B2C and nonprofit marketers continue to take center stage. What tactics to use? What should the message be? And, does content marketing really work?
Some light has been shed on this by two recent studies conducted in 2012 and 2013 by the Content Marketing Institute and MarketingProfs. The overwhelming majority of B2B marketers reported that in both years they employed content marketing and, further, that they used a wide range of different content marketing tactics:
- Social media (other than blogs) was used by 87% of marketers;
- Articles on their websites and Enewsletters were each were used by eight out of ten;
- In-person events and Blogs were used by three-quarters of marketers;
- Case studies, Videos and Articles on other websites were used by seven out of ten marketers;
- White papers were used by six out of ten, while about half used Webinars/webcasts;
- And, sixteen other tactics were employed by 10 to 44 percent of marketers.
Given the wide variety of tactics employed, it is not surprising that these marketers also reported using content marketing to achieve a number of different goals, chief among them – increasing brand awareness, customer acquisition, lead generation, customer retention and thought leadership.
So, while these studies confirm the popularity of content marketing (as do similar studies among B2C marketers), across many platforms and with a number of different goals, the key question still remains – what messages should you communicate through all of these tactics?
Understand Your Prospects And Customers With Market Research
With all of these opportunities to engage your customers and prospects, it strikes me that it would be prudent to fully understand their wants and needs in buying a product or service, as well as how these wants and needs are met by your brand and competitive brands.
Some marketers believe they understand their customers and hope they understand their prospects. But in today’s cluttered world of information, facts trump opinion. Without the right message, all of your efforts in content marketing may be perceived as just noise – and sometimes a lot of noise – by your target audience. Not a very efficient way to spend your money or resources.
Therefore, before you spend your limited time and marketing communications dollars, wouldn’t it be a lot smarter to learn directly from your audiences what they consider to be the most important to them in brand selection? Ask them what is most important to them – quality, reputation, price, distribution, delivery terms, manufacturing standards, reliability, eco-friendly, healthfulness, etc. Once you know this, and how these attributes are related to your brand and to competitive brands, you’ll be able to align your strengths to competitive weakness to meet you buyers’ needs.
In addition, this knowledge will also provide your employees with meaningful insights that will impact their relationships and dialogue with customers or prospects. And, as a bonus, the research you conduct for your content marketing efforts may lead to improved marketing and marketing communications across all of your programs.
Marketing Communications Consultants Or Internal Staff
Having the skills and time to develop your messaging, regardless of content tactic, is another issue to consider. Whether you use internal staff or external professionals, this type of research provides meaningful and specific direction on what to communicate to improve your ROI. Then the question becomes how to communicate this message.
Skilled professionals will not present the research findings as a blatant “brand speak” message. Rather, the objective should be to establish trust with your audiences through communications that meets their needs without a “hard sell”.
So, as you continue your discussions of when, where and how to employ content marketing, I hope you will agree that meaningful messaging, coupled with the right content marketing tactic – be it as simple as a post on Facebook or as complex as an in-person event – can improve your reputation with existing customers and prospects.
In a world where businesses seem to be falling over themselves to capitalize on content, one can not simply hope to pull an enviable traffic to their business website with a mere handful of great write-ups. A constant stream of good quality content needs to be flowing for consistent results.
But how does anyone keep generating quality content forever? After all, even the smartest of brains runs out of ideas. The answer to this is simple- look around for what's happening in the industry and see if it can be turned into 'readworthy' content. Yes, when coming up with new and innovative content ideas becomes laborious, trading on critical business events remains the best bet to ensure consistent content generation.
However, this is easier said than done. And one pain area to consider here is the difficulty one has to face in deciding on which events to cover and which ones to leave out.
No doubt, a business's journey towards its goal remains eventful. But everything it goes through can not be of interest to its stakeholders, customers or anyone, for that matter. Being able to differentiate between important, less important and unimportant events is a challenge, though. Whether or not a particular event has the potential to become a piece of engaging content is something genuinely hard to tell.
If you think all these are challenges, difficult to take on, then you should simply read on. Below, you find five unique and practical tips to leverage events for quality content –
1. Stick to the clichéd 'do some preliminary research' advice-
To extract the most out of an event, its agenda, purpose and goal must, first, be understood. You can start off by reading up on the speakers. Next, try to figure out the focal point of each of the delivered sentences. Having a layout plan for the entire project will immensely help you. For any information that you have not provided provided with, you should talk to the organizers directly.
Benefits of live-tweeting an event? It is effective, collective, interactive, cheap and most importantly, online. Post anything that you consider worth sharing with the world. Begin with creating a short, sweet, easy-to-remember and intuitive hashtag for the event and promote it. Every tweet, image, banner, webpage or email linked to the event should invariably entail this hashtag. Make your tweets catchy and be prepared with backup plans.
3. Find the crux of the story
No grand business event takes place without the 'frontmen' of the industry speaking their emotional and proud hearts out on stage. But that does not mean you will have to cover everything. Multiple booths and stations set up at the event venue to allow multiple activities to go on only worsen the scenario. The trick here is to find the 'hook of the story.' If you do not want your content to look like an event itinerary, you will have to provide it an angle; an angle that would add much more value to the event than covering it in an ordinary manner.
4. Weed out everything unimportant:
Neither every functionary speaking at an event, nor every word they utter is of importance. So, do not bother being too transcriptive. Remember! The crispier the content, the more impressive it is. So, focus on 'worth'- worth of everything- the speakers, speeches, sub-events, timings- literally everything. And build your content accordingly. Focus on stats, tweetable quotes or real data for maximum impact. For surefire success, you can try noticing audience reactions. If something excites them, it will excite your audience too. Include it in your content without much thought.
5. Do not cringe to spend some money:
If you think interviews of the speakers and other dignitaries present at the event will make amazing content, then you are absolutely right. But these people are hard to access and they like to be interviewed by reputed media homes only. So, what to do? Propose to be a co-sponsor of the event. This way, you will gain some authority over the event, enough to be able to interview biggies. You can also get the interviews video-recorded and upload them on YouTube. If you are planning to write blogposts, you will be making them more interactive with these videos. And no, you do not need a high-end camera to materialize this plan. All you require is a video enabled mobile phone and you are more than good to go.
Do you know what is most interesting and exciting about this entire event-content business? About 90% of the event attendees will not even care to publish anything linked to the event, except for a few social media posts and tweets. You, on the other hand, can have an upper hand with about 10 to 15 different content pieces from a single two or three-day-long event. All that is needed is the right approach and you will realize how easy it is to capitalize on industry events for quality content.
Backlinks are the street between pages for the search engines; it helps them to analyze how pages are interlinked to each other. It helps to flood the traffic to your website and increase its ranking on different search engines like Google, Yahoo, and Bing, etc. Content is something that adds value to your website and helps to earn quality backlinks that give you the results even beyond your expectations.
This is because search engines love content and the greater unique content you create greater the chances you will get the organic backlink for your website. It is one of the top ranking factors and if you implement in the right strategy so you will get the results what you are looking for your business. If you don’t know how it actually works.
Here is a list that helps you to get quality backlinks through content marketing:
Optimize Existing Links: Optimization is the key to your success that helps the search engines to determine the relevancy of the web content. If the links of your website are not working properly, so, it may decrease your search ranking. Therefore, optimizing existing links are the best way of getting quality backlinks through content marketing.
Blogging, Guest Blogging, And Article Submission: Another way to get quality backlinks through content marketing is possible in the way of make blogging, guest blogging and article submission on high PR sites a habit. It gives Google what it looks for and even retains the interest of the customer on your website. This is because nowadays the level of marketing is not all about selling but about telling a story that gives them a reason to be your customer.
Don’t Forget The Power Of Social Sharing: Social media has the power to take you to the top of the world and to even throw you down to the earth. It’s up to you how you use it and overlooking its power for your business is that you cannot afford. Encourage social sharing is the best and the easiest ways to get quality backlinks.
Directory Submission: Nowadays, it is considered as an old-school; however, it’s still as effective as it before. It is the best way to get quality backlinks that work for your business growth.
All the above tactics help you to boost the ranking of your website. Backlinks are must win the SEO Strategy, so, you should give attention to it instead of neglecting its power for your business expansion.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimisation, e-mail direct marketing, display advertising, e-books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.
The fundamental concept in digital marketing is based on the inbound marketing approach or generally it’s called customer centric approach.
To make B2B content marketing successful in 2016, you need to decide the strategies you are going to use, plan accordingly and know about the predictions of content marketing in this year. Here are some tips for you that would help you to succeed in B2B content marketing:-
As Content marketing plays a vital role in the B2B marketing, it is essential to plan your content strategies for this New Year. In 2016, digital marketers will face many challenges in B2B content marketing. Before you think about new strategies, rethink and analyze the content marketing strategies that you have used in the previous year. Remove the unbeneficial things from your plan and add new innovative ideas. The success of your business/company depends on the content that you produce. So, give value to the content and make it preferable for the viewers to read.
Many B2B marketers have understood the importance of content delivery. So they are creating more unique content and using it effectively for their business growth which has led to the heavy competition. To succeed in this situation, you need to have a documented content strategy and create more quality content. As a content marketer, you have to be clear that the main motive of content creation is to generate more leads and achieving more sales rate. Make sure that you use the right content format and expose your content in the right place.
Think differently & innovatively and give something special in order to make your content stand out. Content creation is going to be more in this year so make your content interesting, valuable and unique to attract the customers. Concentrate on the target audience, reach your content to them and build strong relationship for gaining their attraction. Make use of content in the video and in addition to that you can add audio for making it more worthwhile.
Updating the content of your website is the most important step that you need to keep your audience engaged. And this becomes easy when you choose to go for a reliable and expert team of developers and of course the right CMS for your business. There are plenty of CMS available and if you are willing to consider a paid content management system, then nothing can be better than selecting Sitefinity development. The moment you come to know about your requirements, you can do your research to find a good team of Sitefinity developers, which can take care of all your needs. There are many leading companies that have a strong virtual presence and they have usually extensive experience in Sitefinity development. Once you choose such a company having years of experience in the industry, you will obviously be able to enjoy various benefits.
Sitefinity is a robust open framework CMS that is based on the Microsoft Dot Net technology that helps to create fully dynamic and editable websites. Since in this competitive business environment, it is imperative to have a full functional website that offers advanced features and appeals to the customers, hiring dedicated Sitefinity developers to work on your project is the best option.
Some Advantages of Hiring Certified Sitefinity Developers
Understand your website requirements: It is very important that each aspect of your website is clearly understood by the developers before they start creating the website so as to involve more customer engagement. Certified Sitefinity developers help organizations to understand the purpose of the web portal so that they can derive the most out of their portal. Since the developers are experienced in designing a wide range of master pages and themes, it helps them to establish a robust online presence and brand identity.
Build an optimized website: An optimized website is one of the most important aspects that need to be considered to drive web traffic. Sitefinity developers can easily understand your business requirements and develop a 100% optimized website that works on all devices. Optimized website often helps to attract potential customers looking for specific products or services and this helps the companies to boost revenues. Every enterprise knows that a web portal that is properly optimized for the major search engines help them to attain their prime objective.
Make the site more user friendly and reliable: You may often notice increased bounce rate if your site is not user-friendly or reliable. Choosing Sitefinity developers will help to build a user-friendly and reliable site that will keep the visitors hooked. This helps to reduce the bounce rates and also enhance the reliability in the eyes of major search engines and this increases the rankings. Creating a reliable and user friendly site is extremely needed to gain the trust of the customers.
Knowledge of the latest trends and technologies: Technologies keep on changing every now and then and so web development has also changed in the past few years. Hiring certified Sitefinity developers help an organization to be aware of the latest trends in this field and help develop a site that allows organizations to generate a high ROI. The developers are in fact aware of how the web portal should be developed as per the demands of the market.