By Terry Corbell
B2B Marketers Like the Economics of Content Marketing
It works fast and it’s cheap.
B2B marketers ostensibly get a satisfying return on content marketing because that’s the preferred choice for 82 percent of respondents in a survey.
“Content Marketing is now a more popular marketing tactic than search marketing, public relations, events, or print/TV/radio advertising,” wrote the study’s authors.
“Twice as many marketers now implement Content Marketing as do print, TV and radio advertising,” they asserted.
Proving to be timeless, the study, “B2B Marketing Trends 2011 Survey,” was conducted by HiveFire (which markets its software, Curata).
Naturally, the company defines content marketing: “…the creation and publication of original content, such as blog posts, photos, videos, website resource pages, case studies or white papers to enhance a brand’s visibility.”
True, the study appears to be self serving because it was sponsored by a company that helps B2B content marketers.
However, the vast numbers of companies that engage in content marketing would indicate the survey is accurate.
The respondents’ preferences:
- 82 percent – content marketing
- 70 percent – search
- 68 percent – events
- 64 percent – public relations
Respondents also indicate the most salient goals of content marketing:
- 82 percent – engagement
- 55 percent – driving sales
More than three fourths say their goal is to generate sales leads.
“But they have to do it without a lot of help: working with a limited budget (28 percent) and limited staff (23 percent) were the top two marketing challenges cited by respondents,” wrote the authors.
Why is content marketing popular? It’s economical.
“Content marketing is an essential role in B2B strategies but half (50 percent) of content marketers dedicate less than 30% of their budgets to it,” said the authors.
Content marketing does make sense.
The digital age has resulted in highly informed consumers. Content marketing works in branding because prospects get a sense of your business philosophy and approach, and is not costly.
It doesn’t work for all sectors. If content marketing is suitable for your business, note this article: E-mail Marketing Goes Better with Social Media, Study.
And budget permitting and depending on your niche, I wouldn’t forget about traditional marketing as in business radio-TV programs or online business publications.
From the Coach’s Corner, also see this related marketing strategies:
Best Practices to Manage Your Global Brand, Web Reputation — As you no doubt know, the digital age has brought new challenges and opportunities. Best practices are critical in order to maximize your Web presence and to manage your online reputation. The key to Internet dominance is to think integration – naturally, the first steps include a quality Web site and synching it with your social media, business listings, inbound links and other elements.
Need PR, But No Budget? Here’s How to Leverage News Media — Yes, it’s true that increasing numbers of adults – especially the Millennials – are using social media for their news and information, and for making buying decisions. However, don’t be misled. In marketing terms, the media is still the most powerful center of influence on the planet. You, too, can benefit from PR in the media – just like Microsoft or Starbucks.
5 Vital Elements in Ammunition to Hit Your PR Targets — Even in this advanced age of the digital economy, a sound public relations program remains one of your best marketing investments. PR can give you power with an implied endorsement from the media. Even if journalists aren’t motivated to give you publicity, a strong PR campaign will help you to circumvent them.
For a Bounce in Revenue, Try Strategic Press Releases — Ever wonder why some companies are always in the news or how they succeed on the Internet? It’s a good bet they have a good PR consultant or have mastered the art of writing press releases. You can level the playing field with effective press releases. They should be part of your marketing mix. A press release that gets the attention of the media in your marketplace serves as an implied testimonial – a marvelous center of influence. But you have to make a good impression on journalists so they’ll be motivated to act on your press release instead of discarding it.
Rock in Your Marketing Messages with 5 Writing Tips — In this digital age of consumer overload, words are powerful – if they’re used strategically. The challenge is to help your prospective customers quickly understand your message. Of course, they hear and see thousands of messages everyday: Road signs; store signage; radio and TV commercials; conversations at work, home and with friends in-person or the telephone; social media; e-mails; as well as ads and articles in newspapers and on the Internet.
“I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.”