Introduction
Today, I stumbled upon the B2B Enterprise Content Marketing report from the Content Marketing Institute, and it provided some valuable insights into the world of content marketing. However, one particular aspect caught my attention – the struggles that many B2B marketers face when trying to establish an effective content marketing strategy. Despite their hard work, they are not seeing the desired results. In this article, we will delve deeper into this issue and explore the importance of documenting your content marketing strategy.
The Significance of Documenting Your Strategy
According to the report, only 33% of organizations claim to have a content marketing strategy, but it is not documented. This is not a strategy; it is merely an idea or suggestion. Claiming to have a strategy without proper documentation is akin to saying you have a Ph.D. without a diploma to prove it. The report reveals that 64% of the most effective organizations have a documented content strategy in place. This statistic highlights the importance of taking the necessary steps to document and develop a buyer-centric content marketing strategy. It is crucial to understand that anything less than a well-documented strategy will not suffice.
Ineffectiveness of Merely Increasing Spend
The report also reveals that while 71% of B2B organizations consider content marketing more important this year compared to last year, only 5% believe they are extremely or very successful with it. This statistic is alarming and emphasizes the need for a change in approach. Simply increasing spending and producing more content does not advance the cause of marketing. It only reinforces the misconception that marketing is not strategic and serves merely as a cost center. Instead, organizations need to invest their resources wisely and focus on creating better, more relevant content rather than just increasing quantity.
Aligning Content Marketing with Demand Generation
The report highlights that 83% of B2B marketers believe that creating brand awareness is the top goal achieved through content marketing. While this is an essential goal, it is crucial to recognize that effective demand generation requires lead nurturing. Demand generation should not solely focus on acquiring new customers; it should also include engaging the existing customer base. By applying the principles of demand generation to the existing customer base, organizations can turn customers into advocates, an often-overlooked aspect that content marketing can address. To enhance success in content marketing, B2B organizations should define a strategic demand generation plan that engages, nurtures, and converts buyers and customers.
Unlocking the Power of Video Content
According to the report, about 75% of B2B marketers have utilized video content in the past year, and 78% plan to invest or continue investing in video this year. While the engagement generated by video content is undeniable, it is crucial to understand that sharing video content does not have to be expensive. Instead of pouring substantial amounts of money into video marketing budgets, organizations can explore alternative approaches. For example, outsourcing video content creation can save money while still generating engagement. By supporting fellow marketers and building quality B2B relationships, organizations can achieve the desired engagement without the hefty price tag.
The Pitfalls of Assigning Content Creation to One Group
The report reveals that 46% of organizations assign the responsibility of handling all content types to one group or person. However, expecting a single group or person to be an expert in every content area is unrealistic. Successful content marketing requires consistency, competitive opportunities, and always-on distribution. To be successful, organizations need a combination of volume, value, and variety in their content. Assigning high-stakes roles to one group that is ill-prepared is a surefire way to experience failure. In such cases, outsourcing content creation to agencies can ensure consistent quality, expertise, and delivery.
The Role of Social Media and the Power of SEO
While social media and community building are reported to be the 5th highest area of B2B content marketing investment for 2023, it is essential to understand their limitations. Despite its popularity, social media only delivers approximately 2% of B2B traffic. Therefore, if organizations are seeking leads and traffic, they should focus on search engine optimization (SEO). SEO guarantees higher rankings, organic traffic, and increased visibility to the target audience. Social media remains crucial for building relationships and digital communities, but SEO stands the test of time in generating leads and traffic.
Conclusion
In conclusion, developing and documenting a content marketing strategy is essential for B2B organizations to achieve success. Merely increasing spending without a solid strategy is ineffective and reinforces negative perceptions of marketing. Aligning content marketing with demand generation can help engage and nurture both new and existing customers. Utilizing video content and outsourcing creation can generate engagement while remaining cost-effective. Avoiding the pitfall of assigning content creation to one group and recognizing the limitations of social media are crucial for sustained success. By optimizing content with SEO, organizations can drive organic traffic and increase visibility to their target audience. It is time for B2B marketers to step up, understand their customers, and create content that truly resonates with them.
About the Author:
Michael Brenner is a top CMO, Content Marketing and Digital Marketing Influencer, international keynote speaker, and the CEO and Founder of Marketing Insider Group. With his extensive experience in sales and marketing for global brands, Michael now helps build successful content marketing programs for leading brands and startups. Subscribe to his updates for regular insights and updates.
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By: Peter
Title: The Importance of Documenting Your B2B Content Marketing Strategy
Sourced From: internetlib.org/the-importance-of-documenting-your-b2b-content-marketing-strategy/
Published Date: Wed, 20 Sep 2023 00:28:47 +0000