B2B marketers love content marketing, and nearly all produce an abundance of content, but only a section are actually good at creating successful and effective content.
A new infographic by Kapost highlights this point. The study shows that 91 per cent of B2B marketers now use content marketing and 92 per cent of marketers value high-quality content (no surprises there then).
However, only 32 per cent of marketers say they are effectively executing enough content. Just 29 per cent claim they are above average in tracking leads generated, and 27 per cent say they are effectively tracking content utilisation metrics.
The infographic argues there is a growing gap between content top performers (‘leaders’) and everyone else in marketing (‘followers’). For example, 52 per cent of leaders align content with salescycle, while 27 per cent of followers. Some 79 per cent of content marketing leaders have the ability to track specific content performance, but only 50 per cent of followers can.
The research goes on to say ‘smart content planning reaps benefits’. The average conversion rate of those with well-defined content marketing process is 5.9 per cent compared to 3.8 per cent for those that don’t. Average email click- through-rates increase by over one per cent for those with a strategy. And these little things add up – content marketing leaders save over £7000.
So, how difficult is it to be a content leader?
Firstly, the 91 per cent of marketers that are already producing content need to ensure they have a content strategy in place that is integrated into their overall marketing mix. Otherwise they are wasting their time.
Secondly, stop with the continuous stream of quick fire content – pointless no news, news stories and blog posts. Focus on what really matters: effective content your audience will enjoy and find useful. If you do this, people will be more ready to click on your next piece of content.
Thirdly, as the infographic highlights, have a well-defined process. Measure conversion rates and use this data to shape your future content campaigns to make them even more successful.
B2B marketers love creating content, but need to ensure their hard work doesn’t go to waste by having an integrated strategy in place.
