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With masses of stand-out material being published in 2018, and a rising sea of competition — how do B2B marketers truly ensure differentiation, while maintaining precision focus — and engaging the right audiences for the best return? Taking into account this encompassing question, the modern CMO’s role can become undoubtedly difficult…Let’s make it easier. Here are 3 prime B2B Content Marketing shifts to inform your strategy as we head further into 2018 and beyond — your ROI depends on it!

  • DG

    Dana Gore

    10 days ago #

    Things are only getting faster these days. Attention spans waver and people are constantly connected to something or on the go...
    So techniques to keep your audience's attention and specify your product according to their needs is necessary.
    I appreciated the little graph taking you from the awareness stage to the decision stage.
    Very helpful. Thanks for sharing this :)

  • JH

    Joy Healey

    10 days ago #

    I was interested to see that video content marketing for B2B doesn't seem to be the be-all-and-end-all that so many hype it up to be.

    This doesn't surprise me! I'm in the "overwhelmed with content" group and I just don't have time to sit through endless videos. (I have a depressing tendency to fall asleep in them.) I much prefer to scan read my information. If people have to use videos, I wish they would use several bite-sized videos clearly describing what they're about, so I know what I can safely skip.

    Considering the amount of money businesses must spend on marketing, it's quite staggering that they are not monitoring their ROI. Or could it be that it's so low that no-one dares investigate!!

    • EE

      Erik Emanuelli

      9 days ago #

      I also prefer to have a simple and detailed menu, as a text, to click on what I'm interested and quickly find the answer I need.

      • SH

        Sam Hurley

        9 days ago #

        Love this, Erik. It's something I'll definitely be doing when I craft in-depth content for my own site! :o)

    • SH

      Sam Hurley

      10 days ago #

      Hey Joy! Indeed ... A lot of hype has surrounded video, and I found the CMI research to be truly fascinating. It was fun comparing / digging into the studies!

      I'm with you on the content, too. I prefer written content, as it's on my terms...

      As for the matter of ROI? My mouth is still open in shock!!! :-O

  • LS

    Lisa Sicard

    10 days ago #

    HI Sam, lots of surprises here! So many preach out video being the "thing" today to do but this research shows it's not necessarily so. Wow. The other thing I was surprised is how little time people who do content marketing have done it for.
    I like the suggestion to ask your readers what format they like. Great idea! I try to mix mine up based on posts that work best but a survey would be really good.
    Thanks @sam___hurley for another informative and very helpful post. Thanks @erikemanuelli for sharing this gem with us here!

    • EE

      Erik Emanuelli

      8 days ago #

      I think the key is always communicating with your audience, to discover needs, questions or simple suggestions.
      We, as bloggers, can do that with blog comments, or with survey plugins.

    • SH

      Sam Hurley

      10 days ago #

      Hey Lisa! I share your joy! :D It was a pleasure putting this one together ... Just goes to show how important it is to know YOUR audience. Asking THEM what they prefer is such a simple process and you can never really go wrong, as long as you're asking the right segments. :o)

      Say if you found out your audience prefers a different nature of content to what you've already been creating, you could then repurpose all of your old content into the new 'desired' format...

      So glad you loved it. Thank you! :D

  • SH

    Sam Hurley

    10 days ago #

    Thanks a ton for posting my article here, @erikemanuelli! :o)

    Which shift grabbed your attention?

    I found the content formats research to be most intriguing — as it seems this is where a lot of confusion lies.

    There is always a hot new format that everybody else is pushing out ... But just how successful is it proving to be? That's the question!

    If one type is already returning triple+ your investment, no need to switch up. Experimentation is cool — but as an add-on, not replacement.

    Thanks again!
    -Sam-

    • EE

      Erik Emanuelli

      8 days ago #

      Thanks so much for writing this post, Sam. @sam___hurley
      Shift #3: Content Formats (Diversifying), particularly grabbed my attention.
      I find podcasts being trendy, these days. More than "traditional" videos. I'd love to venture myself into podcasts, but I'm afraid of my strong latin accent....Lol. :D

      • SH

        Sam Hurley

        8 days ago #

        Thanks, Erik! :D

        There were some key findings in that section ... Super-helpful starting points to steer ANY B2B content strategy in the 'right' direction.

        Hey, you'll never know if you don't try, pal :-) I'm sure people would love your accent! Haha...

        Ask your audience ... You know it makes sense! :D
        -Sam-

  • LR

    Lorraine Reguly

    9 days ago #

    The point you made about generating tailored content that solves real problems should be the goal of every business owner!!!

    This even applies to small business owners and solopreneurs, such as myself.

    In fact, this should be the goal of every blogger. Period!

    • EE

      Erik Emanuelli

      8 days ago #

      Completely agree with you, Lorraine!

    • SH

      Sam Hurley

      9 days ago #

      You know it, Lorraine :-) The ultra-clever part is delivering it at exactly the right time to the right person — THAT is the key to truly impress audiences and stand out among competitors, gaining trust.

      Thankfully, the progression of automation / AI is now making this achievable even for smaller business owners / bloggers...

      Cheers for reading + commenting! :)))
      -Sam-

  • RC

    Ravi Chahar

    8 days ago #

    Hey Erik,

    In this era of marketing, it's really important to understand how customers evolve. If we check the history, people are wanting more than ever before. They understand the concept of a better content.
    People appreciate the content worth reading. Thanks for sharing this with us.
    Have a great day.
    ~Ravi

    • EE

      Erik Emanuelli

      7 days ago #

      As Sam stated, it's important to "communicate" with your audience. E.g. customers.

    • SH

      Sam Hurley

      7 days ago #

      Thanks a lot, Ravi! :-) Keeping up with the trends of content consumption per industry really pays. Well, when measured, that is! :D

  • MN

    Mymagicfundas Nirmala

    9 days ago #

    Hi Sam,

    You have crafted an awesome piece of content for the bloggers and digital marketers! Content is still the king. Crafting the content could be easy by sharing our knowledge and experience but how we market is the matter!

    Thanks for linking the informative resources and infographics, good to know what type of content people interact the most. I have learned a lot from your article, heading towards to download the bonus as well.

    • EE

      Erik Emanuelli

      8 days ago #

      The journey from attracting the visitor to converting into customers is becoming more and more difficult, for businesses, nowdays. But Sam is surely helping with his interesting articles.

    • SH

      Sam Hurley

      9 days ago #

      Hey Nirmala! :D

      Thanks sooo much for your positive feedback ... I'm super-thrilled you loved this one!

      Precisely ... Content is king, and conversion is queen. But it doesn't end there ... Measurement is also a crucial member of the digital royal family! xD

      Glad you found the content types section of interest — this is also my favorite part...

      Enjoy, my friend! :o)
      -Sam-

      • MN

        Mymagicfundas Nirmala

        7 days ago #

        Conversion is the Queen - Hearing it for the first time Sam. Yes, I agree that we measuring the stuff is a critical one! Yes, I enjoyed reading the post, thanks again!

    • SH

      Sam Hurley

      7 days ago #

      That's amazing news, Nirmala — Happy to be the first to share this 'royal' concept in Digital Marketing with you! Thanks once more for communicating your lovely feedback here, my friend... :-D

  • SA

    Swadhin Agrawal

    9 days ago #

    Hi Erik,
    Great share.

    This article or you can say study is jam-packed with lots of takeaways like what content format readers/buyers prefer at TOFU level or at BOFU level. Like podcasts at the top of the funnel is preferable.

    Honestly, I need to time to grasp that information, take notes and then apply those but for now I couldn't resist commenting. :)

    Good work Sam brother! :)

    -Swadhin

    • EE

      Erik Emanuelli

      8 days ago #

      Thanks for the feedback, Swadhin.
      Sam nailed it with this piece. :)

    • SH

      Sam Hurley

      9 days ago #

      Swadhin! Amazing to hear this news! :)))

      The stats regarding content at certain stages in the funnel are eye-opening ... Particularly the apparent exclusion of video! :-O

      It pays to delve deeper into any trends / hype and see the bigger picture. It's never a case of 'one-size-fits-all'.

      Really happy you enjoyed it so much. Thanks pal!!!

      Catch you soon,
      -Sam-

  • RC

    Reginald Chan

    9 days ago #

    Great article and love the bonus download, Erik!

  • BP

    Brenda Pace

    9 days ago #

    Thanks for the share, Erik! Great article, Sam!

    I'm happy to see that Podcasts is not currently #1. Quite frankly, when I hear video's and podcasts are the "way to go" now, I laugh. Maybe for some but for others like myself, who work multiple jobs and just don't have the time, nor personal space to watch or listen, we find it easier to read (like Infographics). Infographics have always been a fav of mine since I'm a visual person. Diversifying is a great strategy imo IF one does it right. I could see attempts being made and loyal customers/clients being lost in the crowd.

    Again, thanks for the read! I got a lot out of it!

    B

    • EE

      Erik Emanuelli

      7 days ago #

      As long as it visual content, I love it.
      With this busy life, people use every free minute. Like listening to a podcast, while walking, or cooking, or watching a video on a smartphone, while doing cyclette at gym (I see plenty of them). :)

    • SH

      Sam Hurley

      9 days ago #

      Thanks a ton, Brenda! :D

      I share your happiness — Love types of content where you're in control, and not where you must listen / watch the whole way through in order to not miss anything. i.e. Written content allows you to dive in and take out exactly what you need in (almost) an instant!

      Infographics are awesome, and I don't see them ever dying...

      You rock, my friend! :D
      -Sam-

  • VR

    Vytautas Ramanauskas

    6 days ago #

    Thanks for the article! I noticed that now it's even harder to find companies that don't ask to download their eBooks :) Personally I stopped download documents as I constantly see these ads in facebook/linkedin. Now I'll download a document only if I have the issue -> I type it in Google -> and then download eBook from the website. And this is more convenient to do from the laptop, not mobile

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