Since we’re starting the year, let’s start at the beginning: What does an effective B2B content marketing program need to have? The answer is clear: the most efficient B2B companies have a strategy and communication.
Let’s focus on the strategic question . Recent crypto currency database from the Content Marketing Institute and Marketing Profs show that the most successful B2B companies not only have a documented content strategy, but also have a clearly written editorial mission (28% of companies).
These figures are from
the most digitally advanced markets, but it is interesting to note that only 32% have a defined and documented strategy. Most of these B2B companies still consider themselves to be operating as infants when it comes to their digital content. What can we say about markets like Brazil?
Even those companies that consider themselves immature will continue to produce more and more content; 76% say they will produce more content in 2016.
Intuitively, we already know that
This phenomenon of content growth is a reality: There are more and more digital channels and more content produced being distributed and shared. When comparing 2 years of data from 8,800 brands, we see that they have been creating more and more content, but this content has had less impact (fewer interactions).
How to escape the B2B content marketing paradox
To escape the paradox of creating more content with less return on investment, and to put yourself ahead of the rest, here are three steps to follow in 2016:
- Build a content marketing strategy around there is a small text box outcomes: Collectively, your content marketing team’s mission needs with revenue generation: generating leads (85%) and sales (84%) are the two most important goals for B2B marketers. Keep revenue generation in focus.
- Monitor ROI (return on investment) and not just marketing activities. Marketers often confuse activity with productivity. Web traffic has historically been the benchmark for measuring content marketing success, but that doesn’t necessarily translate into direct results. This year, quality of lead generation, sales generated, and higher conversion rates are the priorities.
- Invest in the basics of social media: The consensus is clear that social media is an essential skill, and it is the most widely used content usa b2b list tactic among B2B marketers. Among these, LinkedIn is almost universall; 94% of B2B professionals use this network, and 66% consider it the most effective social media platform. Routines such as social selling are part of the daily routines of professionals in these companies that have learned to use the internet to generate business much more efficiently.