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!
Dana Gore
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 :)
Sam Hurley
Cheers Dana! YES — Content needs to match the buyer's behavior, expectations and preferred channel / device. Not easy, but possible using the right tools.
Do this correctly (along with all other marketing communications), and trust is going to be maximized.
Thanks for reading!
-Sam-
Erik Emanuelli
This article is interesting to deepen the aspect of catching user's attention:
https://www.tributemedia.com/blog/you-have-7-seconds-what-a-visitor-should-know-about-your-website-within-moments
Erik Emanuelli
It's all about cathing that user's attention!
I keep reading that you just have around 7 seconds to grab visitors attention.
Sam Hurley
Interesting article here, Erik!
http://www.adweek.com/digital/john-stevens-guest-post-decreasing-attention-spans/
Joy Healey
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!!
Erik Emanuelli
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.
Sam Hurley
Love this, Erik. It's something I'll definitely be doing when I craft in-depth content for my own site! :o)
Sam Hurley
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
Sam Hurley
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-
Erik Emanuelli
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
Sam Hurley
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-
Lorraine Reguly
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!
Erik Emanuelli
Completely agree with you, Lorraine!
Sam Hurley
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-
Ravi Chahar
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
Erik Emanuelli
As Sam stated, it's important to "communicate" with your audience. E.g. customers.
Sam Hurley
Thanks a lot, Ravi! :-) Keeping up with the trends of content consumption per industry really pays. Well, when measured, that is! :D
Mymagicfundas Nirmala
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.
Erik Emanuelli
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.
Mymagicfundas Nirmala
Yes Erik, true!
Sam Hurley
:D *** SMILES *** :D
Sam Hurley
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-
Mymagicfundas Nirmala
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!
Sam Hurley
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
Mymagicfundas Nirmala
Anytime Sam :-)
Swadhin Agrawal
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
Erik Emanuelli
Thanks for the feedback, Swadhin.
Sam nailed it with this piece. :)
Sam Hurley
Happy to be of service, gents!!! :-)
Sam Hurley
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-
Reginald Chan
Great article and love the bonus download, Erik!
Erik Emanuelli
Hey buddy, glad you loved it!
Sam Hurley
#BOOM! Thanks so much, Reginald ... Let me know how useful the bonus content is to your business! :)))
Brenda Pace
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
Erik Emanuelli
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). :)
Sam Hurley
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-
Vytautas Ramanauskas
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