A recent study has indicated that only 42% of B2B marketers are successful in content marketing strategies. Despite churning out content regularly, some marketers still fail to make it in the market. The number of brands adapting content marketing has been on the surge, with 76% of B2B marketers acknowledging they will produce more content in 2016. As content marketing has often been considered a cornerstone for increasing brand awareness, and boosting traffic and leads, here are a few tips that can ultimately help increase the ROI (Return On Investment) for your business.
Documentation is Key
88% of B2B marketers currently use content marketing as part of their marketing strategy. However, only 32% of them have a documented content marketing strategy. As a rule of thumb, document your content marketing strategies. This can lay a strong foundation for effective results down the line. A content market strategy document does not need to be elaborate. However, the document should include the key elements which includes an assessment of the current marketing plan, the goals of the new content strategy, and governance and guidelines that will define the new strategy.
Incentives are a Power Source
Incentives and compliments attract visitors, or any customers, for that matter. Especially, if the incentives are useful, you will receive a double thumbs up. Content upgrades are the most important factors which can improve your conversion rates by leaps and bounds.
Meetings are Essential
Meet your content team or the brand you have outsourced your content requirements to for regular productive checkups. This has proven be successful, as with the fact that 61% of the most effective B2B content marketers meet with their content team daily or weekly. Meetings can mainly focus on studying how effective the previous content was, their conversion rates and other factors. If there are pitfalls in those, provide/get inputs on how to rectify them in the next project. In essence, the sole purpose of the meetings is “constant improvement”.
Platform to Market is Significant
Content that is well-written and informative will serve no purpose if it does not reach the right audience. Planning the various platforms for content distribution is as crucial as formulating the right content strategy. While 53% of businesses know that it is important to craft a strategy for content distribution, only around 26% of business actually follow them. This is one of the most common mistakes that needs to be fixed to make it big in content marketing.
E-mail Campaigns are Effective
Not all customers will be pleased and decide to further their association with you in the first engagement. Therefore, following up with them through well-timed e-mail campaigns can, in due course, result in a successful engagement. Likewise, keeping up with your existing readership/customers is also crucial to efficient customer retention.
If your marketing plan does not include a content marketing strategy, it is high time that you get started on one. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters. This stat says it all!