Content marketing continues to gain traction as a B2B lead generation tool amongst business of all shapes and sizes. Everybody is talking about it, doing it, or talking about doing it. But the art and science of content marketing are evolving quickly and in the modern, frantic world of the 21st Century business, it can be hard to keep up with what is and isn’t working for B2B organisations. Going into the holiday season, we’ve compiled a list of the top 5 trends you need to be aware of in the coming year. Put the right foot forward in 2016 with a strong content marketing strategy.
2. Engage me, educate me, inspire me
Creating online content and being an effective content marketer are not the same thing. Whilst most organisations plan to increase their content generation throughout 2016, many of these same organisations are struggling with producing content that truly engages their audience.
2016 will see a change in focus for many organisations across the region from content mass-production to the creation of well-targeted content that is meaningful, relevant and informative. In fact, 84% of Australian B2B companies have marked this as their top priority for the New Year. But what does this mean and how can it be achieved?
Creating engaging content is all about understanding who your target audience is, what their pain points are and what insight your company can offer to help solve some of these. Once you understand this it’s important to work with your team to develop a long-term content calendar and define some goals for measuring successful engagement with your audience. There’s no point working hard to push thoughtful content out into the world if you’re not getting feedback from your customers as to whether or not it’s actually helpful or relevant to their needs.
Have a look at the video below to see how Deloitte Private used buyer research to craft relevant content that better aligns their brand messaging with the expectations of their target market.
Today’s consumers are intelligent, cynical and demanding. The internet delivers knowledge at their fingertips and they expect businesses to impress. But just as the consumer is evolving, so too must the B2B organisation. If your business is looking to increase ROI on their marketing efforts in the New Year, then download our free eBook “The 5 Essentials to Get More Leads” and start achieving your goals today.
5 Trends for Content Marketing in 2016
1. Online Video
2. Engage Me