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.
3. MULTI-CHANNEL BECOMES KING
And content marketing becomes Queen.
The last decade has been punctuated by the rapid fracturing of traditional communication channels.
1. Print media is dying slowly, yet 40% of budgets are still spent on print.
2. Social channels are mushrooming in significance, with Twitter now a key measure of understanding global sentiment on almost any topic.
3. YouTube is now the “go-to” source to learn about almost anything – check out Jay Baer below.
So what does this mean for us as B2B marketers?
Well firstly, it’s no longer enough to produce interesting content, you also need a placement strategy (see trend #2: Engage Me, which covers the importance of understanding the buyer's journey). A multi-channel, multi-touch approach is rapidly becoming King for getting your message in front of your audiences. Designing your communication so that it effectively and efficiently touches a prospect as they become aware, actively consider and ultimately make a purchase decision will become crucial in 2016.
Marketers love statistics. Impressions, clicks, likes, retweets – we feed off the stuff. But in recent times, it has become clear that these marketing-performance metrics aren’t telling us much in the way of campaign effectiveness.
Before kicking off a content marketing campaign, everyone in the team needs to be clear on what the primary goal is. If it’s lead generation (which for a large majority of Australian companies is the case) then tracking likes and retweets isn’t going to cut it. Instead, it’s better to focus on conversions like asset downloads, which require prospects to exchange their contact details for content. Keep in mind however, even though conversions are important, every piece of content is not necessarily a lead generation tool in itself – it’s about the cumulative effect of all the content in a campaign and how they work together to influence the buyer’s journey.
Take a look at the video below as 4 content marketing experts discuss why a multi-touch approach to content marketing is important and the metrics you should be focussing on in your reporting.
84% of Australian marketers have said that over the next 12 months, lead generation is going to be their organisation’s primary content marketing goal. 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