B2B Content Marketing: 7 Ugly Truths you should be concerned about

What is wrong with how marketers produce, distribute and use content as a tool for lead generation?

While there are countless businesses that have been successful in content marketing, it certainly doesn’t speak for the majority of lead generation marketers that depend on attracting prospects through their leads.

A post at Eloqua reveals what exactly is going on out there, and why you should take a look at your own conten marketing efforts.

From Blog.Eloqua.com:

Ugly Truth #1: Everyone wants to create content, but no one wants to discuss promotion and distribution

In today’s crowded digital world, assigning no distribution or promotion plan is a foolproof way to make sure your content will not be viewed. The old model of “one and done” is over.

Ugly Truth #2: Many folks in your organization already create content without a strategy

Fun fact: 70% of marketers say they lack a consistent or integrated content strategy, despite the fact that 82% of content marketers see positive ROI for their inbound marketing.

Ugly Truth #3: Many folks create content they want to publish not what the customer needs.

Make sure your customer has a seat at the table by validating the content idea with research.

  1. Review the number of Google searches it appears in
  2. Research in trades and national news
  3. Perform  a small number of searches on social media: Linkedin and Twitter
  4. See  what others are writing about on the contra of that idea

What your expert think is “cool” maybe better position for a blog, but not much else that takes more resources and time to write.

Ugly Truth #4: Your content is created in a silo

Most of your content writers are focused on their specific piece and not its greater impact. When you create content for your audience, you no longer think in silos. You try to build content that can be used and written across the company, not just the division.

How can you combat content silos? Create a company-wide editorial calendar. You can start breaking down silos once you realize there is a broader story to tell.

Ugly Truth #5: Your content is probably one and done

This goes back to Ugly Truth #1. Organizations need to accept that in order to compete in a crowded marketplace, you need to put dollars behind your content.

Ugly Truth #6: Interesting content needs to have a call to action. Interesting on its own isn’t enough

Without a call-to-action, content marketing efforts amount to little more than writing exercises. It’s not enough to publish useful information; you want readers to engage with you and take an action that will provide value for your business.

Ugly Truth #7: Few marketers evaluate the performance of the content

If you want more money, you will need to your program is worth the time, resources, and money.

So where to start? First and foremost see how your content is performing on your site and social platforms. Are folks sharing or downloading the content? Has the media picked up the report?

Read the full post at  Seven Ugly Truths About Content Marketing

Newsflash! The Word “Marketing” Is In “Content Marketing”

Newsflash The word Marketing is in Content MarketingWhen content marketing campaigns fail, the culprit always seems to be the same thing every time: “It’s because the content wasn’t great.”

While that may be true, in most cases there’s actually a different reason, one that’s usually just under our noses, but significantly more impactful.

The fact to the matter is: your content needs to be promoted; hence, the word “marketing” in content marketing.

If you think about it, promoting your content is actually more important than the content itself. It’s like having strong affections towards someone; you can spend the rest of your life nurturing your feelings but if you don’t tell that person, nothing will ever happen.

You need to devise ways for your blog to gain publicity, otherwise there’s no point in creating content. Here are a few tricks for promoting your blog:

  • Join a community.

    Face it – sometimes you need other bloggers to help you become popular.

    Create a list of content creators, website owners, and marketers to interact with and possibly target for linking. Create a blogroll and gain assistance from tenured bloggers.

  • Guest posting.

    This could go either way, but if you’re a relative newcomer, it’s best to have an expert guest post on your blog first.

    After some time when you feel you’ve earned the right, you can offer to guest post on other blogs. This will increase your content visibility.

  • Social media.

    It’s not news, but it’s not irrelevant, either.

    The pull that social media continues to provide to marketers does not show any sign of decline anytime soon, so likes and tweets are here to stay for a while.

    Related: Movie Corner: On “The Social Network” And The Power Of Social Media Marketing

  • E-mailing lists.

    Some marketers regard the act of emailing content as a rather pushy strategy, which could be true if not done tactically.

    Make sure your recipients gave you permission, and when they do, don’t overstuff their inboxes.

    Related: Why An Email Blast Campaign Will Help You Get More Singapore Sales Leads

  • Top 100s.

    Here’s a clever way to get other bloggers to link to you: create an article consolidating a list of the best 100 relevant blogs in your industry.

    Provide links to all of the mentioned sites and give a brief summary of how good they are. The blog owners would see it as a nice gesture and pay you back accordingly.

  • Leave comments.

    Make it a habit to leave comments (complimentary or otherwise) whenever you read a post from other blogs. Make it an intellectual one, at that.

  • Syndication.

    It is a form of information distribution where a blog material is also republished in multiple sites.

    There are tons of blog syndication sites in the market, such as syndic8.com, blogdigger.com and icerocket.com.

Related Posts Plugin for WordPress, Blogger...