“As content marketing has become a vital strategy for brands and agencies, the need to measure the success of that content has grown as well. An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure.”
This report by the Aberdeen Group highlights the need to measure results as a key success factor in content marketing.
Beyond this key findings – companies which measure tend to do better – there are interesting numbers as those in the above chart. The companies surveyed in this report had a customer acquisition cost of $20-$30,000.
Does this feel a lot to you? Continue reading
“I had always believed that most of the marketing content used by a company should be developed internally (…). Because of three recent research studies, I now have a different view on this issue.”
Some people still think that the only type of content that can demonstrate your expertise and show your thought leadership is the one you create.
If you’re still thinking that, think again as the data has spoken. Continue reading
Jeff Zabin, CEO of Starfleet Media and celebrated business researcher, recently released his 2014 Benchmark Report on B2B Content Marketing and Lead Generation. The report was created with the intention of “provid[ing] a rich, up-to-date snapshot of how B2B companies are creating, licensing and utilizing content assets in their incessant quest to demonstrate thought leadership, raise brand visibility, and, perhaps most importantly, generate qualified leads.”
B2B content marketing is a unique field that’s still constantly developing, and this report has some important insights into it’s current state as well as where it’s headed. I’d recommend reading it for yourself, but in the meantime, I’ve pulled out some of the most interesting statistics and findings.
One thing I pride myself on – and you’ll know this if you’ve read anything I’ve written in the past – is always continuing my quest for new knowledge. One of the most important parts of working in a field that evolves so quickly is keeping up with the trends and the experts.
If you’re a content marketer, digital marketer, or B2B professional in need of some inspiration, I’ve got some for you. Read, learn, be inspired, and share!
Have You Made the Business Case For Content Curation? If not, this data will help persuade your management to invest in content curation.
This is a solid summary by Heidi Cohen on why content curation is besoming essential to businesses. Its role to content strategy mix has evolved from being anecdotical a few years ago to becoming central as it not only helps fill the gap but provides meaningful synergies for your created content.
Now as Heidi puts it, content curation is not free: while it’s – as she puts it – “a low cost way to fill your content marketing pipeline“, low doesn’t mean zero. I still regularly have debates with people who think that automated aggregation can replace content curation: it doesn’t. There’s no way to set it up once and forget about it. You’ll need to invest as little as 15 minutes a day to achieve results but these 15′ need to be spent. Continue reading
Here is a 50 point Second Half Content Marketing Checklist to help you create content like an A-lister. Use these questions to get your content on track.
Source: heidicohen.com Continue reading
Know or die: risk and opportunity of Knowledge 2.0
“And the web stormed the enterprise and disrupted roles, tasks and jobs: it cast speed, openness, flexibility and efficiency throughout, sparing no business processes: manufacturing, logistic, accounting, customer relation management, lead generation…”
The digital mutation is also profoundly disrupting how knowledge is acquired, organized and shared. Knowledge is an intangible, yet strategic asset of any enterprise. With businesses becoming more virtual and dematerialized, its value is patently and rapidly growing.
Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost.
Mark Schaefer has a great point: we often confuse the means with the end.
In a blog post that I wrote a couple weeks ago, I explained why I thought social media publishing was dead - as we know it. One of these points was that the impact of publishing on social media for our goals is the combination of volume, quality and engagement. As Mark explains, engagement is only one variable in that equation.
So how can you convert your social media activity to make it count towards your goals?
One of the important basic first step you can take is to make sure you publish through a content hub that you can make your own and from where you can convert visitors: to subscribe to your content, to reshare your previously published content or to sign up for whatever pre-sales activity makes sense in your business. Continue reading
Content Repurposing – Updating or changing content into a different form than the original to serve a different audience or the same audience differently.
When I started to publish content, I felt frustrated that it didn’t have the impact I wanted. I had spent hours, sometimes day on trying to get thoughts, data and examples together and when hitting publish, the post only lasted for a few minutes before being drowned in the social media flow.
Several techniques like the ones Lee Odden mentions here addressing just that and prevents your content from “melting like wet snow as soon as it hits the ground“.
“Do you have a content marketing strategy? Do you have the resources necessary to implement your content marketing strategy? Do you find it easy to create unique content on a consistent basis? If you answered NO to any or all of these questions, you’re not alone.” Continue reading