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As the leaves begin to change and pumpkins begin their annual takeover of, well... just about everything, so too comes every marketer’s favorite time of the year: planning your 2015 marketing budget! If you’re like most B2B marketers, your content marketing efforts are slated to get a larger share of your marketing pie next year. As CMI’s recent 2015 B2B Content Marketing Benchmarks, Budgets, and Trends report found, 70% of B2B marketers are already creating more content than they did last year and all signs point to the trend continuing. But if you’re looking to expand your content marketing efforts in 2015 (and you should be), you’ll have to justify the resources needed to be successful. ROI matters more than ever for marketers, and if you’re like the 79% of content marketers who struggle to effectively track the ROI of their content, making a case for more resources can be tough.
Here are 5 tools to help you earn a bigger budget and prove the value of what you do. 1. The kicker? 2. 3. Community feedback: asking is just the beginning. This morning in the always fast-paced tweet chat run by Buffer, an interesting topic came up that I feel is often overlooked by community builders and brands. The subject of the conversation was Nir Eyal‘s Hook Model, which essentially helps brands build habit-forming products. A question was raised concerning how to figure out the current pain points of users of a platform or product, and the number one answer, of course, was to “ASK!!!” Asking is, of course, the first part of the answer to this question, but it certainly isn’t the only one; and I don’t even think it’s the most important one. Having led community input efforts for Scoop.it’s redesign last year, I learned the importance of the next two steps of the community feedback loop. 1.
Ask It’s still important to address the fact that you can and should be asking your community about some of the pain points they’re facing with your product. 2. Some might call this step “listen.” 3. You asked, you listened, you even engaged. 6 Ways to Enrich Content and Media Online. Mmmmm, richness. Media richness is defined as a reduction of ambiguity. Whereas text can be misinterpreted, images and videos provide more concise delivery of information. In an era when the average person skims content for the juiciest and most useful bits, companies have to say more with less and be very direct with content. Your web-using customer base prefers websites that specifically limit content length to six-second videos or 140-character posts, so your content should achieve brevity. Try offering more videos, better images, and cooler media in accordance with your online presence if you’d like to reap significant benefits. Benefits of media richness It can be costly and time-consuming to up the ante on image quality, video production, and other items, but odds are the benefits will soar for customers and skyrocket for you. 1.
Images and videos offer another opportunity for a gold star on Google’s algorithmic grading scale. 2. The bottom line for most web users is convenience. 3. 3 Key Take-Aways for Content Marketers From the 2015 CMI/MarketingProfs Benchmark. “This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember.” Source: www.slideshare.net Content Marketing is being adopted very quickly, especially by B2B Marketers. The Content Marketing Institute together with MarketingProfs published this great report that gives many enlightening facts about the key challenges they face and how they resolve them.
Among other great findings, here’s what I found particularly interesting: 1. Of course, there is not a single answer to that question but 59% of B2B Marketers publish either weekly or more often. 42% say they publish new content every day or several times a week. These numbers are progressing year over year so what does it mean to B2B marketers? It means Content Marketing is a race. 2. The survey does a good job at differentiating usage vs effectiveness. 3. The 5 Basic Landing Pages Every Content Marketer Should Consider Having.
This infographic does a good job at describing 5 basic types of landing pages you might consider for your content strategy. Why should you use landing pages for content marketing anyway? Landing pages are a powerful way to generate leads because: 1. They help segment your audience by aligning it with a specific message. For example, we drive our own audience interested specifically in using content curation for WordPress to this page which also receives search traffic. 2. They create opportunities for conversion by gating content such as white papers. 3. 4. We’ll probably create a longer piece to share our own experience using landing pages so please don’t hesitate to share your own experience with us in the comments. Landing Pages for Content Marketing Source: www.hnwatcher.com.