The folks at Brightcove already did a great infographic on Content Marketing. Now they’ve joined forces with the folks at Content Marketing Institute and MarketingProfs to provide this insight into B2B Content Marketing Benchmarks, Budgets and Trends.
This research is incredibly important so that savvy marketers can benchmark their content marketing strategy, processes, and budgets against their peer group. Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing.
Other key findings from the report:
70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58% of them say they are creating more content) and those without any type of strategy (56% of them say so).Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they are successful). Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year).94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform).58% of B2B marketers use search engine marketing, making it the paid method used most often to promote/distribute content (they also say it’s the most effective paid method).More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).
Tweets fly by in a blink of an eye. Use these tips to power your tweets up and lengthen their life. Write an interesting or intriguing headline with searchable keywords. Keep your tweet action oriented. Keep tweets at 120 characters or less to allow room for retweeting.
Beautiful landscapes carefully painted on human bodies by talented artist and photographer John Poppleton. Nature inspired artworks painted with glowing fluorescent materials are photographed under black light.
Whether we know it or not, every time we get online we’re building our online profile. It’s not as simple as the accounts we make on social media sites like Facebook or LinkedIn. It’s also the myriad everyday actions such as getting driving directions, initiating a Web search or liking a photo of our friend’s new puppy.
This type of online profile isn’t necessarily a bad thing. Companies can use it to provide personalized services like showing you an ad for dog treats. It can also be creepy, like when your search results contain a reference to an email about your upcoming vacation.
To find out how people feel about sharing so much private data, we asked 4,000 online adults whether they trusted the companies charged with guarding their personal information.
The Guide to Instagram for Business is an in-depth tutorial on how Instagram works and how brands (including yours) can integrate it in their social marketing mix to increase their online reach and attract new business.
In it, you’ll find all the basics on getting started with Instagram, as well as recommendations on advanced campaigns that provide a meaningful experience for your Instagram community....
As someone who writes about social media a lot, I am often asked why a brand’s social media programs isn’t working like the business owners thinks it should be.
There is a lack of education on the topic of social media. There are also a lot of misguided social media gurus and consultants out there who believe that gaining a large number or a giant audience within the platform is the most important item to accomplish.This trickles down to the company owners and leaders. Let’s clear the air with eight reasons why the problem is not social media....
So Company X has created a SlideShare, and is aiming to secure 15000 views. So they promote the availability of the SlideShare via email, social, PPC, etc. to drive views, and lo and behold, they exceeded their objective. Congrats. Go ahead and feel good about that.
A little ass-backwards, don’t you think? They promoted the SlideShare with the express intent to meet their objectives as if that was the end-all. Wrong: they’re driving views as a part of their overall mission to driving revenue, and there are many other steps where they can influence that “buy” decision. Promoting views should be the first step in many different touch points.
Here’s what many (MANY) B2B marketers trip over: ROI is associated with revenue, not the steps towards attaining revenue. Now that SlideShare may result in a viewer ultimately becoming a client, but unless that was the only action taken by that viewer, i.e., the SlideShare led directly to a phone call where a purchase was made, it only plays a role in the Buyer’s Journey. So that feel-good metric is just a warm blanket.
It all comes down to the “R” in ROI.
The B2B marketer has enough technology available to define that R in monetary terms, specifically revenue coming into the company. An R defined as opens, clicks, views, shares, etc. is only a feel-good metric, and has zero meaning unless it is tied directly to the revenue generation process.
And that’s why an ROI from content marketing makes zero sense unless it is part of an overall marketing budget that plays a role in the effort to drive revenue. It’s not the ROI from a particular piece of content, it’s the ROI from all those pieces working in concert to drive revenue.
Attribution is hard, but that’s not an excuse to create feel-good metrics.
"With great marketing technology spending comes great ROI responsibility."
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