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Content Marketing - What Big Business Discovered and How to Use It

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Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, …

Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages

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  • 1. “Secret”MarketingHow to UseContent MarketingGet your company noticed, engagecustomers, increase sales (and spendless doing it)What Big Business Discovered About Content Marketingand How You Can Apply it to Your Business, Large orSmall, to Grow Your Customer Base and Increase Profits.A Most Pixels Marketing Publicationhttp://www.mostpixels.com
  • 2. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It- “Secret” Marketing -What Big Business DiscoveredAbout Content MarketingTable of ContentsWhat Content Marketing Can Do for Your Business............................ 3How Content Marketing Helps Your Business Achieve the “BIG 3”Goals...................................................................................................4The Silver Lining to the Ad Blindness Cloud........................................ 5The Big Secret...................................................................................... 8The Number One Step for Content Marketing Success....................... 10Tracking for Success............................................................................ 20Social Media Plan by Outlet.................................................................. 24Online Content Types for Your CM Campaigns (Its not all aboutplain, old posts).....................................................................................32Parts of a Successful Content Marketing Strategy............................... 36Content Marketing Trends (Where do we go from here?)..................... 43Wrap Up................................................................................................ 482
  • 3. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThe Genius of Content Marketing, Why SoMany Large Organizations Use it, and HowYour Company Can Copy Their SuccessTheres a powerful marketing strategy used by a rapidly growing number ofFortune 1000 level companies. Used properly, it is proven to increaseconsumer engagement, lead generation, build customer relationships, andultimately, grow sales.Marketing executives struggle every day with how to maximize theirmarketing budgets ROI. After all, their jobs depend on it. They need to getthe most bang for every dollar they spend, whether their campaign budgetis $100,000 or $100 million.Sure, a typical campaign has many goals; brand building, engagement,positioning, blah, blah, blah....The Big ThreeIn the end though, their marketing initiativesmust help the company do 3 things, ortheyre failures -1) Increase the number of newcustomers purchasing their companysproducts and/or services2) Increase the average transaction size.3) Increase the transaction frequency ofeach customer.3
  • 4. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThose are the only three ways the company can grow their business. Thekey is to accomplish these three vital functions measurably, reliably, andwith the highest possible ROI.To make matters all the more difficult, consumershave developed ad blindness.In a nutshell, they are ignoring much of the traditional advertising thatbombards them on a daily basis, rendering it less effective than in the past.When they do pay attention to it, many distrust it. Thats left marketingexecs scrambling to find an effective alternative to get their message toconsumers, and convince them to buy. This is true for companies in boththe B2B and B2C spaces.How Content Marketing Helps Your BusinessAchieve the “BIG 3” Goals Listed AboveWhile any business would give the shirt off its back for an increase in anyof the above three categories, content marketing helps achieve all of them.How is CM able to not only bring in more customers, but increasetransaction size and frequency?Simple, it engages customers with your brand and makes them buy into notonly what youre selling, but your company as the provider they feel mostcomfortable with.A well designed and implemented CM strategycan bring you 8 key benefits, which ultimatelyincreases revenue and profits.4
  • 5. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It Brand Awareness New Customer Acquisition Lead Generation Targeted Website Traffic Consumer Engagement Thought Leadership Sales Increases Reputation ManagementAny combination of the 8 can work wonders for your bottom line. Usingcontent marketing, they can do so at a nice multiple of the ROI delivered bymost other marketing campaigns.New Customers for Years.... and Years... andAs a final advantage, content marketing is persistent.Content you publish today can easily be online,spreading and bringing in new customers, for years tocome. The more content you publish and distribute,the stronger this long lasting effect is.The Silver Lining to the Ad Blindness CloudAd blindness is a well knownphenomenon facing advertisers today.Marketers know consumers tend toignore their messages, no matter howcompelling the headline or graphics.5
  • 6. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThe problem is the cascade of messages consumers get hit with everyday.Its not just online, either. They are bombarded with direct mail,telemarketing calls, TV and radio and radio ads, inaddition to online marketing messages.On the bright side, consumers today, whether forbusiness or personal use, have a ravenous thirst forknowledge about what they buy and how things fitinto their lives.Easy Access to...Due to the Internet, there is more information at their fingertips than everbefore, and theyre certainly not afraid to find it. With a few keystrokes,mouse clicks, or finger swipes, they can discover a wealth of knowledgeabout virtually any subject they choose.Increasingly, theyre choosing to learn about what youre selling, yourmarket, and information relating to it before purchasing. Positioning yourcompany as the place to get that information in a timely fashion not onlyincreases brand awareness, but trust as well.These are both important aspects. Since both B2B and B2C consumers aresuspicious of traditional marketing messages, using another alternative onlymakes sense, especially when it is so effective.In the process of becoming a trusted content provider, your business buildspowerful customer relationships. These lead to social media and e-mail6
  • 7. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itpowered information sharing that end not only with sales, but a steadilygrowing customer base and wider prospect funnel, as well.Use It to Your Companys AdvantageThe question, naturally, is how to make all of this happen. The answer tothat pivotal question is: content marketing. It is now a well recognizedsuccess path for businesses of all sizes.Large, Fortune 1000 level companies discovered it is so devastatinglyeffective they are now allocating an average of 25% of their marketingbudgets to content marketing. If youre in a leadership position at one ofthese firms, youre likely well aware of this already.The Survey Says......Recent studies have shown that consumers prefer to get their informationfrom informational content rather than advertising. In fact, the 2011 BlogHerSocial Media Matters report revealed that 34% of all purchase decisions inthe U.S. during 2011 were influenced by blog posts.Imagine that, greater than one third! If you consider that there are still asmall percentage of consumers that rarely venture online, that figurebecomes even more important.7
  • 8. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThat number also ignores those influenced by other forms of social mediaand content distribution. One needs only take a look at the growth ofFacebook, LinkedIn and Pinterest recently to see that there are many morecontent distribution avenues with incredible potential.The key to success however, is the content. Without the right content,distribution wont amount to a thing...... because it there will be very littleviral effect, and that is where much of CMs real power lies.The Big Secret......Why is a content marketing strategy sopowerful? Its simple, youre over deliveringvalue to both prospects and existingcustomers. Youre helping them solve theirproblems, and positioning your business asthe authority to do so. Youre feeding theirthirst for knowledge as the basis for anongoing relationship.Solid, ongoing relationships are obviously avery powerful thing in business. It doesntstop there, however. Delivering value andproblem solving is only the beginning. Thatsmerely the spark that makes things get rolling,and the glue that helps hold the relationshiptogether..Because of the Internet and recent socialmedia trends, your content has the potential togo viral and spread. Thats were your business8
  • 9. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itcan experience tremendous growth.Imagine for a minute the power of your content connecting to andinfluencing hundreds of thousands or millions of potential new customers!That is not only possible, it happens every day using content marketingstrategies... if theyre designed and used correctly.Large companies have discovered how effective this is. That is why theybegan re-allocating resources to pursue CM more aggressively. They havethe resources to test different metrics with their campaigns. In fact, they areused to rigorous testing and do it with all of their marketing initiatives.Testing allows them to not only confirm a campaigns effectiveness, butrefine their processes and increase their ROI, generate more leads, andconvert more leads into customers.Adding a percentage point or two conversion rate increase with everyrevision adds up quickly, and has turned many a dog campaign into a highlyprofitable winner. It is no different with content marketing and one reasonlarge businesses have made it work so well.9
  • 10. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThe Number One Step For Content MarketingSuccessContent marketing, as with any other marketing initiative you do, beginswith a defined strategy and a plan to execute it. Yes, both pieces areessential. After all, a strategy is what youre trying to achieve with an overallconcept of how it should be achieved, and a plan is simply a tactical roadmap for exactly how to get there.Your content marketing plan identifies your campaigns objectives, lays outthe steps necessary to achieve them, and details the metrics youll test todefine success, or heaven forbid, failure.Making that plan is step one. It doesnt have to be ultra-detailed but it needsto contain at least those elements.Making a Content Marketing Plan that WorksStep 1 – Objective Definition –Your first step is to define what your campaigns objectivesare and what you hope to achieve from your campaign. Areyou supporting a new product launch, trying to increase lead10
  • 11. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itflow, or brand building? Youll need content to support those goals, but thefirst step is to define what they are, how to get there, and the time line fordoing so. A common time line is 90 days.90 day goals often include revenue targets, website traffic increases, aspecific number of new qualified leads, social media followers, etc. Goalsmust be precise and measurable. This is key in order to maximize resultsthrough testing.For example, planning to simply increase targeted website traffic isnt nearlyas effective as stating that you want to increase daily targeted visitors toyour red and blue widgets page by 25% over the next 90 days.If youre targeting specific revenue increases, you need to know thefollowing first: Average Customer Value – Determines how many customers youwill need to meet your revenue target. Conversion Rate (CR) – Simply the percentage of visitors to aspecific page that are converted to buyers. Note that this may be amulti-step process. Visitors may first enter your sales funnel asleads, then become buyers later. Depending on your product /service mix, this may be more common than immediate buyers. TheCR determines how many visitors you will need in order to have therequisite number of customers required to meet your revenue goals.11
  • 12. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItStep 2 – Offer Plan and Creation –Inbound marketing, and thus content marketing, isincreasingly offer based. Youre providing valuableinformation to increase consumer engagement, buildrelationships, secure leads and generate sales.You can do this by simply adding content to your blog or website, but bigbusiness have discovered that it is much more powerful to use an offer-based strategy in addition to your website / blog and other distributedcontent, which also a key piece of the puzzle.The offer is typically a white paper, special report, webinar, video, or e-bookused as a lead generator. Your prospect must opt-in to your lead funnel inorder to receive their content. When they opt-in, they provide keyinformation you will use in your marketing efforts. Providing the informationis mandatory in order to receive the offer content.The more data points they provide, the better. At the minimum, it shouldinclude first name and email address. In a B2B situation, last name,company name, zip code, and organization type and size are typicallyincluded, too. Although having more data pints is preferable, conversionrates usually suffer the more data requested, so it demands balance.As CM has become more prevalent, most prospects are used to providingsuch data in exchange for their content. This points to another reason thatyour offer content must be high quality stuff. Prospects are more likely topart with their vitals when you have a reputation for delivering the goods.This is an extremely effective technique used by many major firms, and isdevastatingly effective. It is important however, that the content used in theoffer is well produced and delivers actionable, high value content to your12
  • 13. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itprospect.Such content does three things1) Increases lead flow, because prospects must opt in to your leadfunnel in order to receive the content offer.2) Establishes your business as a market authority.3) Uses the “Reciprocity Principle” to foster an ongoing relationship withyour prospect / customer.Customer knowledge is important to determine the kind of content theywould find most valuable. Thats key, in order for this strategy to work itsmagic. Create the kind of offer they will find enough value to not only opt infor, but actually refer back to in the future. That keeps your company at thetop of their thought process.Give them specific, actionable information they can and will use, and youllachieve those goals. Information about how to do specific tasks, solveproblems, use products more effectively, or achieve better results withbusiness processes work very well for this.Finally, dont worry about potential customers taking your information anddoing things themselves. This is especially true for companies sellingprimarily in the B2B space. Realize that while many may be able to dothings themselves, that is not their business. They became successful byfocusing on their core competencies, and leaving the rest to other experts.Even if they use your content and buy nothing now, that it still valuable toyou. It establishes a relationship, and leaves open an avenue for futurebusiness.13
  • 14. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItStep 3 – Editorial CalendarNow that you have an offer, youll need supporting websitecontent youll distribute to increase reach and targeted traffic.That is the first step to increase lead flow; get targeted trafficto your website.Your content must be compelling and valuable. Why? Simple, you want it tobe shared and maximize viral potential, in addition to the other virtues highquality content brings.Today the Internet, and increasingly commerce in general, is social mediapowered. Its simply the way things work, and can be a powerful ally in yourquest to grow sales and increase your customer base.Your contents quality is not only one of the primary factors that determinewhether it gets shared, its a reflection on your business that people usewhen making purchase decisions. In fact, according to B2B MarketingInsider, B2B firms who produce high quality, professional looking contentare 40% more likely to win business in a competitive situation than thosewho churn out low quality drivel.There are other reasons to use high quality content as well. As notedearlier, the reciprocity principle applies here. People tend to reciprocate, sowhen you deliver value, they feel compelled to return the favor. That doesntmean the will buy simply because youve shared valuable information, but itis one one more ingredient in the psychological stew that makes up theirbuying decision.In addition, content quality speaks volumes about your organization and itsoverall quality and commitment level.. If youre supplying high value content14
  • 15. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itfor free, your value perception goes up in consumers minds, and theyexpect your paid solutions will be of similar or even better quality.The key to everything though, is content; high quality, compelling contentthat people share on the social media sites, email their friends about, andyou can achieve wide distribution with. Its all about expanding your reachand touching as many prospects as possible, and that all starts with greatonline content.Your editorial calendar is when you will publish each piece of content orcontent category. If applicable, correlate your publishing schedule withevents, such as product launches, new organizational initiatives, or industryevents. With B2C companies, holidays often figure heavily in their editorialcalendar.If youre working on a 90-day cycle, you need content to support it for thatduration. Gather your content team and brainstorm post tiles that supportyour content cycle. Like any brainstorming session, youll likely have someduds, but theyll be nuggets in there as well.NOTE: The fastest, easiest, and arguably best way tomake things work is blogging. If your company doesnthave a blog, start one, yesterday. You can havemultiple contributors, all collaborating to post content.They are very easy to use, an require no high leveltechnical knowledge for daily use, although optimizingone and customizing a theme is often better accomplished by an expert.Blogs, particularly on the WordPress platform, are very search enginefriendly, especially after adding a simple SEO plug-in. Many themes aredesigned to be SEO friendly, and have fields to add meta descriptions,15
  • 16. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Ittitles,and keywords for each post.A caching plugin to increase page load speed (better for visitors and searchengines) and decrease required server resources under high traffic loads isa great idea as well.IMPORTANT: Search Engine Optimize (SEO) your post titles. Increasingreach is a primary goal. To facilitate this, youll have to be found whenpeople search online for information about what your company does, orinformation related to it.Youll need some keyword research to determine which keywords peoplesearch for, and with what intent, that support your marketing plan. If you arecontracting out your content marketing, your contractor should work withyou on this, using general keywords supplied by your staff or SEO provider.They will help you find more beneficial keywords too, in most cases. Makesure they provide this type of support, or start looking for another that can.Its that important.In some cases, your CM provider may also handle your SEO. In that case,they will consult with you to determine which keywords will most fit yourgoals and CM strategy.If your own marketing staff is running your content marketing initiatives, buthiring freelance content creators, work with them to ensure they writekeyword focused posts based on your research.That is where experienced online content creators can be worth their weight16
  • 17. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itin gold. Theyll craft engaging, keyword focused content that people love toread and share, but still pull in excellent search engine results for yourdesired keyword phrases.Place those keywords at thebeginning of your titles if possible,and make them compelling toreaders as well. Remember, searchengines dont buy anything. Itsreaders who you want to engage.Search engines just help get newvisitors.Planning for a post every day or twoworks very well, but posting severaltimes per day is even moreeffective, if you have the resourcesto support more. If thats impossible,one per day or two however isenough to keep people engaged,and satisfy the search engines,which like frequently updated sites.Simple Key to 31% More SalesHere is something you should knowwhen deciding how often to post:According to Hubspots 2011marketing survey, companies whichposted on their blog daily received17
  • 18. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It18% more buyers from their blogs than those which posted weekly.The firms 2012 survey showed that B2B focused companies who postedon their blogs 15 or more times monthly pulled in nearly 6 times moreleads than those who posted only weekly. Companies who posted severaltimes per day had more than 31% greater sales directly due to their blogthan those which posted only once per week.Much of this is due to increased consumer engagement, strongerrelationships, and a greater trust factor. In addition, a higher post frequencylets you broaden your reach by targeting a greater variety of keywordsfocused on your core topics. Posting at a lower frequency, such as weekly,will not accomplish this to the same extent, especially when your blog isyoung.Those arent not the only reasons, though. In the end, much of the increaseboils down to traffic. You will get much more targeted traffic through socialmedia, search engines, and referrals with a higher post frequency. Basedon the latest research, this high post frequency requirement is especiallytrue after the Google updates in 2011 and 2012 if you want to rank well inthe search engines.Youll also see subscriber rate increases to your blog feeds, becausereaders want to keep up with your posts, even if they cant visit as often asyou post. In fact it is not uncommon to see a 300% - 500% traffic increaseafter you up your post frequency from daily or every other day to severaltimes per day.Targeted traffic is one of the critical success metrics, and gaining it is theultimate goal of your CM campaign. Remember, in the end your success isa function of two key metrics, traffic and conversion rate.18
  • 19. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItOnce youve got enough post titles to support your calendar, you can moveon to the next step.Step 4 – Social Media PlanJust like rolling out a top of the line race car with no gas inthe tank, delivering great content without social mediasupport is a sure way to watch your campaign flop. In fact,while you may find visitors, many a business has deliveredgreat content, only to have it languish forever in obscurity, just likeperforming a great play in an empty theater. Planning and promoting it isvital to success.There are several aspects to your social media plan:1) Blogging – A company blog for each market you serve.2) Interacting with other bloggers – blog comments, guest posting,advising other bloggers on new developments within your companyand industry, building relationships to facilitate future interaction3) Social Sharing Site Pages: Facebook, Googe+, LinkedIn, Pinterest,Biznik4) Twitter5) Social Bookmarking – Reddit, Digg, Delicious, StumbleUpon6) Forums – Identify key forums for your target market(s) and buildrelationships with their members by providing insightful responses.7) Video – YouTube, Vimeo8) Article Syndication – Having other bloggers, e-zine publishers andwebsite owners republish your content on their properties.19
  • 20. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItIMPORTANT CM TIP:Repurpose your content for different modalities. For example,your blog post could be made into a podcast or used as the basis for avideo script or white paper. There are several key benefits to repurposing: Better Distribution - Repurposing lets you leverage your resourcesand distribute content more efficiently and effectively. Increased Reach - It also increases your reach, as each modalityfinds its way into different channels and audiences. Higher Perceived Value – People learn better with differentmodalities. Some are visual learners, while others absorb materialbetter with printed or audio content. Youll also engage people moreeffectively, because youre reaching them in their preferred modality.Many people enjoy the freedom audio based content provides.Social Media Tracking Metrics – Looking forSuccessAs noted previously, testing is vital to maximize results. After all, if you cantquantify exactly what happened and why, you cant tell what effects eachpiece of your campaign has on the whole. That makes effective resourceallocation and effective strategy adjustments difficult; youre just guessing.The following are some of the most important metrics to record whenimplementing your social media plan.20
  • 21. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It Posts – track for each distribution avenue (blogs, FB, Biznik,Google+, LinkedIn, Twitter, etc) Shares – track by content shared for each sharing site RSS Feed(s) subscribers – Track growth for each feed, correlategrowth spikes to content published Facebook likes - for each piece of content Discussions / comments on your content – Track for each socialmedia site and blog Klout score – Your brands relative social media influence Subscribers – Your blog, social sharing sites Follower Totals – Twitter Tweets / Retweets (track separately) Twitter followers – Track changes based on which tweets producegrowth or declines (correlate temporal, subject, and tweet length) Tweet / Reply reach Visitors – Blog(s) and website, time of day, referral from, searchkeyword Conversions – Track per page and goal where applicable toestablish your conversion rate(s) Bounce Rate – The percentage of visitors that leave after one pageview / leave after only viewing their entrance page. Number of page views Entry / Exit pages – Percentage of total for each, entry keywords,path after leaving page to your sites other content. Backlinks (links to your blog / website from others) – Track thesource and destination Timing – When did you Tweet, like, share, or post? SEO Metrics – visits referred from search engines, keywords, etc. Blogroll links – How many links from other bloggers blog rolls,referring blog, traffic from each Referrals – Track by referrer (blog post, social bookmarking21
  • 22. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itmention, FB page, Tweet, etc) Blog / Website Pages ranked for keywords on social media andbookmarking sites Guest posts on other blogs – Track by post, traffic, andconversions Comments your team posts on other bogs and social media sites Customer (buyer) feedbackBottom Line MetricsUltimately, the most important metrics are website / blog traffic andconversions, but without tracking many different ones, youll be unable todetermine whats effective and whats not; essential information to fine tuneyour marketing.Tracking each metric will help you allocate resources to the most effectiveinitiatives and tactics.22
  • 23. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItSocial Media Plan by OutletBlog(s)How important is your companys blog? In a recent industry survey, 59% ofcompanies reported that their blog was either “important” or “critical” to theirmarketing efforts! Your companys blog is your CM foundation outlet. This istypically where most of your content is first distributed.Another great reason to blog? Youll get more targeted traffic. A 2011Hubspot survey revealed that companies who blog receive an average of55% more website traffic than those who dont. The companys 2012Benchmark Report affirmed this trend, and demonstrated the importance ofmaintaining an active blog, noting that companies who make 15 or moremonthly blog posts receive 500% more traffic to their websites than thosewho dont blog at all.Blogs have other powerful advantages; user generated content andinteractivity. In short, you can allow users to post comments, and in somecases, even articles. It boosts engagement, grows your online presence,and provides regular content updates, a boon for search engines andvisitors alike.Primary Keys to Blogging Success: Content Quality – Compelling and engaging. Speak with a genuine23
  • 24. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itvoice, and people will respond, interact, share your content, andreturn for more. This is critical. Post Frequency – At least daily, more if possible Proper Targeting – Who is your buyer, what are their needs andinterests? In theory, no one should know your customer better thanyou do. Discuss this at length with your content provider, yourecontracting content. Keyword Optimized and Compelling Post Titles andDescriptions – (1) Be found in the search engines and (2) makepeople want to click through to read your content. Call to Action – A marketing truism, you need to tell people what todo, even if it is only to share/like/bookmark your content or check outyour PODcast or YouTube Channel. Multi-Modal Content – Visitors and search engines alike want amix; text, graphics, photos, and video. Its best for engagement anddelivering the value that keeps visitors returning and sharing yourcontent. Blogger Relationship Building – Forge relationships with otherbloggers (see next section)Your Basic Blog CM Plan 1 – 3 posts per day, based on your content teams brainstormingsessions, market knowledge, and keyword research. Integrate with social sharing sites and post your content there inaddition to your blog. Facilitate social sharing with social sharing icons. Stimulate interaction.24
  • 25. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It Call to action in each post Guest post on other blogs at least once per week. Have a guest poster at least once per week. Track important metrics, test, improve, repeat cycleBuilding Relationships With Other BloggersBusiness relationships can spell the difference between success andfailure. That holds true for more than your CM strategy, but its applicablethere, too. Reaching out to others and forging relationships with them willexpand your reach and open you up to a wealth of content distribution andpromotion possibilities. Youll get links to your blog in others blog rolls,secure guest posts on popular blogs your customers frequent, and becalled on for quotes when bloggers need them for posts.Blogging is also an excellent way to get exposure in “mainstream” media,who now recognize blogs as a viable media outlet. This wasnt true as littleas 5 years ago. Now, blog content is often quoted by large websites, TV,magazines, and newspapers, expanding your brands reach and garneringmore eyeballs.Consider featuring guest posts from popular bloggers in your market andrelated markets on your blog, too. In most cases, youll have to link to theirblog, but it is well worth it if the other blogger is popular or a thought leader.They normally have a significant social media following that you canleverage to increase traffic for your companys blog. Just be sure theypublicize their guest post on their blog and support it on their social mediaoutlets. It doesnt take a rocket scientist to see how powerful this can be.25
  • 26. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItAll of these relationship byproducts build your brand, expand your reach,and grow your traffic. Your association with leading bloggers is one morepiece that helps cement your company as a market authority.Social Sharing and Networking Sites – Facebook, Google+, Pinterest,LinkedIn, BiznikYour blog is simply step one. Right behind it is Facebook, Google+,Pinterest and for B2B companies, LinkedIn and Biznik. While “back in theday” (2009, 2010) many enterprises looked at these sites with suspicion,bemusement, and a bit of trepidation, there is little doubt now; they are aforce to be reckoned with. Used properly, theyll help your companygenerate significant revenue.For CM purposes, they are vital distribution outlets for your content, inaddition to their importance for allowing others to share what they find onyour blog and website. There are plugins that facilitate syndicating yourblog content to your social sharing pages.TIP: Make your blog, and social media posts share worthy. Thatsself evident, but youll achieve better results if you promote visitorengagement. Ask questions, invite comments, and promote dialog in yourblog posts. That attracts repeat visitors and makes people feel they are part26
  • 27. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itof something. Everyone likes to be feel included, so this is a powerfultechnique.IMPORTANT: Make it easy to share your content. If people are dying toshare your stuff, than by all means help them to! Just like making it easy forpeople to buy, you want to make it easy for them to share and promote yourcontent.Hit the Button!Be sure your website or blog includes social media sharing buttons for themajor social media channels. While Facebook and Twitter are the mainones to consider, do not forget Google+.Recent research indicates that not only does Google+ give solid socialmedia results, sharing activity there strongly correlates with Google searchengine rankings. The study did note there was a much smaller sample sizerelative to other social media networks tested, due to Google+s smaller (fornow) user base when the study was performed in early 2012.B2BIf youre in the B2B space, use LinkedIn as well. LI isnow very important when promoting and distributingB2B targeted content. LinkedIn is not simply a nicety27
  • 28. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itanymore. Its becoming mandatory to build personal and business brands.In fact, a 2012 CMI report revealed that 83% of B2B marketers useLinkedIn for content distribution, ahead of both Facebook and Twitter.It is also one of the first places many businesses look for new talent andoutsourcing help. You know what that means. If you are a consultant orsmall firm doing business with large organizations, having an optimizedLinkedIn profile where you frequently share your content will be a veryimportant part of your CM plan.Group HugAnother powerful LinkedIn feature is the huge number of groups you canjoin. There are multiple groups for virtually every industry, market, andinterest imaginable. Use these to your advantage. Join them, but dont stopthere, contribute to them regularly. This is a network after all, so startnetworking.Share your best stuff. Not only is group sharing on LinkedIn extremelytargeted distribution, it gets your content in front of your industry thoughtleaders, and postilions you as one to follow. Make sure they see your bestcontent.In addition, there are many other sharing sites and social networks that canoffer valuable benefits, such as Reddit and StumbleUpon. There are alsospecialty social sharing services that primarily serve certain niches, so yourbusiness may benefit from these as well.28
  • 29. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItShow the CountWhen you use sharing buttons on yourblog or website for social sharing sites,use the sharing buttons with counters.That compels people to share, as theysee others have shared too.To get things started, ensure that your employees share the content to theirsocial circles. The “employee factor” alone can give things an excellentjump start. Again, its up to you to ensure the content is share worthy.Dont clutter your pages with social media icons, though. Choose the best 4or 5 for your market and stick with them. If your firm has a company blog(and again, it should), you can also use one of the plugins that lets yourvisitors choose from a plethora of icons. This can work well, but we havehad more success using a plugin that places the four or five most importanticons in a bar above and/or below the post, or floating to the side.Where in the Heck??In addition to your social sharing and bookmarking work, another key partof your social media plan is ensuring your posts are easily found. Doing theproper SEO legwork will accomplish some of this, but there is more.Blog Directories – Get your blog listed in the leading blog directories.Here are 10 of the largest and most visited: Technorati Alltop – Founded by Apple alum Guy Kawasaki.29
  • 30. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It Blogarama OnTopList Plazoo BlogCatalog BlogTopSites BlogDigger BlogDirectory.org BuzzerhutDont stop there with directories, though. Use others, especially those whichspecialize in your market. That presents even more discovery avenues foryour content outside of search engines. It also adds a nice back link foryour search engines to index, further helping your rankings and makingsure your new posts get indexed faster. Its a nice double dip benefit.WebsiteYour blog and website can be one and the same, or your blog can be asection off your main website. If your blog is built using one of the moderncontent management systems (CMS), such as WordPress, building themboth within the same site is relatively simple.Whats the difference between a blog and a website? The lines are blurred,but a blog is alive, constantly changing, with user-generated comments,new content and rich media.Websites are usually built using easy to change templates, and run on acontent management system (which many websites now use as well) thatensure links stay updated. Blogs support widgets and plug-ins that enhance30
  • 31. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itfunctionality and appearance without the webmaster having to call in thecoding team from Kazakhstan. Websites, on the other hand..... well, fire upthat Skype account.Websites tend to be more static, although now many are actually built usingthe same CMS platforms as blogs. They offer no facility for visitors to addcomments or contribute (although the lines are blurred here as well, withmany e-commerce sites allowing this for product reviews).They can be built using a CMS, but can be hard coded from scratch, usingHTML editors such as Adobe Dreamweaver, or with simple WYSIWYGwebsite builders. Building simple websites is less common now, as CMSplatforms grow more popular, flexible, and usable.Websites can offer an array of e-commerce functionality, such as shoppingcarts, payment systems, and product pages.All Together Now......In fact, many businesses use CMS for website building, in addition to blogcreation. It makes things simple, the WP platform is easily customizable tomeet the needs of many businesses, there are a plethora of attractivelypriced themes available, and WP sites can be configured to allowcollaboration.The collaboration aspect is huge, as itallows many different providers to postcontent on your site, and eliminates theneed to have a single person handle allyour content deployment. If your businessuses multiple content providers (either31
  • 32. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itinternal or outsourced) to meet your editorial calendar, the ability to haveeach post their own content streamlines the operation significantly. You canassign each contributor different authority levels according to your needsand their responsibilities.However you manage your site and content, your site is the online face ofyour business. As such, it should reflect your company values and culture,while projecting a strong brand image. There are several different contenttypes you can, and should use in order to maximize visitor engagement,perceived value, and search engine optimization. They hold true for bothblogs and websites.Online Content Types for Your CM Campaigns (Its not all about plain,old posts):Informational Articles – Text based article content is thetraditional blog post or website page. These areinformation rich and if your content creators know theirbusiness, optimized for both search engines and humanvisitors. In reality, theyll contain both text based content and a mixture ofone or more additional content types as described below.Press Releases – These are relatively short eventannouncements sent to media members. The ones onyour web properties can be yours or releases fromother companies that relate to your business in someway.32
  • 33. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItWhite Papers – White papers typically describe research or procedures.They help establish your organization as an authority. White papers arepowerful and effective, which accounts for their popularity as a CM tactic.Indeed, according to recent research, 61% of B2B content marketers nowreport using them.Employee Profiles – These are a very effective CMtactic. They do two things: Put a human face to yourbusiness, and establish your industry authority throughyour employees experience and expertise.Infographics – Infographics have soared in popularitysince the end of 2010. Part of their popularity is noveltybased, i.e. theyre new, but it goes much deeper thanthat. They rapidly convey information and they helpvisually based learners assimilate information moreeasily. Plus, theyre just plain more fun to look at.Case Studies – Not only are case studies valuable to visitors and terrificauthority boosters, it helps build relationships because it demonstrates howyour business can help people similar to those in the study. People feelmore connected to your business because you helped someone like themor their business. If the study is suitably detailed, they can also learnsomething about how the study subject achieved success.Video – Video delivers value primarily because it caneasily convey information that other mediums cannot do as well. As Internet bandwidth grows, andaverage connection speeds increase, high qualityvideo has become a viable and effective CM tactic.33
  • 34. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItIn addition, it allows creativity other mediums do not, and it has unmatchedviral potential; witness YouTube videos with tens of millions of views. Besure to optimize your videos meta descriptions, tags, and titles for optimalsearch engine performance.Make your videos engaging though, a recent study showed that onaverage, 44% of viewers leave within the first minute, no matter how longthe video is. To ensure your viewers arent in that group, say somethinggood, and say it well.Just how effective is video as a content marketing technique? A October,2010 Forbes study found that 65% of U.S. company executives visit acompanys website after watching a work-related online video.Audio / PodCasts – This medium is another with highperceived value. In fact, other content forms can berepurposed into audio, leveraging existing content toexpand reach and increase visitor engagement.Audio content gives your visitors the opportunity to absorb your contentwhen theyre away from the web, such as on the train, in the car, or at thegym. Obviously, this is very powerful for your organization. In addition, itbenefits auditory learners, who more readily absorb content in the audiomodality.Industry News – In rapidly changing industries, timely posting of newdevelopments, even when they dont originate from your business, helpsestablish yours as one of the “go-to” resources people turn to when theyneed industry info. It gives people a reason to visit your site often, andkeeps your business “front of consciousness” in your market.34
  • 35. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItReviews and Testimonials – If you doubt review and testimonialeffectiveness, take a look at Amazon for a moment. Perhaps the leader inreview based content, they are so successful with review/testimonialcontent theyve established themselves as a key pre-purchase resource fora huge variety of different products.If people are saying things about your goods and services, let them speaktheir mind, and dont limit yourself to only positive reviews, either. Negativereviews can also provide an opportunity. They let you know how to improveyour offerings, but you can turn them into a positive, as well. Rapidlyrespond to them and detail how youve mitigated the reviewers concernsgoing forward.Product reviews produced as editorial content are another form thatprovides value and builds authority status. Obviously, care should be takento avoid blatant promotional style reviews of products you sell or distribute,as that can shoot your credibility in the foot.Glossaries – The fact is many industries are so rife with industry speak andbuzzwords many casual observers dont understand half of whats going on,even if they are in the market for your products or services.If that applies to your organization, help them out by posting an industry-oriented glossary explaining key terms and how theyre used. It boostsvalue and helps your authority position. It also helps readers betterunderstand your other content.35
  • 36. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItParts of a Successful Content MarketingStrategy1) Buyer Knowledge – That should be self evident, and in theory no oneknows your key buyers better than you do. Getting inside their heads,knowing their motivations, their likes, dislikes, and what makes them tick isthe real key to successful marketing, either online or off.CM is highly effective as a tool to help enter new markets or new niches inexisting ones. The same rules apply, though. Learn what the market wantsand their core motivations. Whether youre designing a CM campaign for anew market or your current one, it is a primary success key.That intimate knowledge helps you build relationships, and create the kindof content that lets you do so. That kind of intimate market knowledgedefinitely gives you a leg up, no matter what youre selling, where youreselling it, or whos buying.For a CM initiative, intimate buyer knowledge is vital to create the kind ofcontent that works to meet your goals. Properly targeted, content attractsand engages your prospects, so the customer base grows, transactionfrequency rises, the marketing department gets that bonus, and everyonehas a very happy holiday season.2) Content Pillars – As the name implies, content marketing content pillars(CMCPs) hold up your CM initiative and keep it from crashing to theground.36
  • 37. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThere are 4 CMCPs: Idea / Context / Story – The information you deliver and how you tellyour story. Platform / Channel / Distribution – What soapbox are you standingon when you tell it? Reach / Connections – Who you tell it to / Who hears it / Who theprimary receiver tells it to or shares it with. Products / Commerce / Transaction – What consumers do with, orbecause of the information.How you execute the 4 pillars determine whether or not the C-suite invitesyou back to the boardroom.3) Content Sourcing – Obviously, youll need content. You have twochoices: generate it in-house, or outsource it. Which path you take isdetermined largely by the resources at your disposal. Many businesses usea mix of internally generated and outsourced content. Which route shouldyou choose?Once youve developed your CM strategy and the plan to execute it, youllbe able to look at the plan and see what kind of content you need to reachyour goals. Remember, your plan likely includes several different contentmodalities and combinations: print, graphics, video, and audio, requiringmyriad talents and equipment to create.Take a resource inventory. Is there content creation talent on your staff? Dothey know how to create truly effective content to support your CM plan?Are they under utilized? If so, you can look to them to create at least some37
  • 38. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itof your content.If not, can you locate and hire additional staff to support your CM at a laborcost that pencils out, within the time frame you need them? Does hiringadditional staff for your CM make sense long term?The flexibility and speed outsourcing offers may be a better alternative.Many business use a mix of internally generated content and outsourcing.Once a CM strategy and plan is in place, look at the expected returns, andput it through an ROI prism.4) Content Management – Having all the content youll ever need is nogood if you cant effectively manage it.Your CM Management Goals: Ensure it gets to the proper distributionoutlets in a timely fashion, and then receives the promotional support itneeds to be a success. Thats managements role in a CM campaign. Aswith so many endeavors, effective management is often the differencebetween mediocre and stellar results.Your content marketing managers responsibilities typically include: Editorial planning Content sourcing Distribution – Where, when, & how Staffing38
  • 39. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing It5) Content Distribution – Perfect content is nothing is no one, especiallyyour target market, ever experiences it. One of the most important parts ofyour CM campaign is distribution; getting your content to the eyes and earsof those youre hoping to influence.You have many choices here, but the key component is targeting; makingsure it goes to right people, rather than just blasting it everywhere. Powerfultactics for doing that include:Your Blog – A blog is probably the most important content distribution outletfor most companies. Much of your content will be distributed here first, thendistributed using other avenues. It is important to distribute using your blogfirst, to ensure the content is indexed by the search engines on your site,and so regular visitors know your blog is the place to go for what theyrelooking for.Social Media, Sharing, and Bookmarking Sites – Of course youll postcontent on your social media sites and encourage others to share it ontheirs too. The leading SM sites for both B2B and B2C firms are: Facebook Twitter Google+ YouTube Pinterest LinkedIn – B2B focusedArticle Syndication – Getting your content syndicated into respected outletsfrequented by your target market. These include blogs, e-zines,newspapers (online and off), and magazines. Youll get a resource boxwhere you can describe yourself and your business.39
  • 40. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItThats not all. When syndicating in online outlets, youll receive a link toyour companys website. Its easy to see the value getting your contentsyndicated on a high traffic site or publication can bring.Tip: When linking your resource box, dont limit your links to yourcompany home page. Link to the page on your website or blog withthe highest relevance to your syndicated article. That brings two benefits: Visitors are more likely to find additional content, products and/orservices theyre interested in. Search engines like to see links to a variety of pages on your site,especially ones that are contextually relevant. It can benefit yourrankings.Although there are article distribution websites, such as ezinearticles.com,best results normally result from seeking out websites and publicationsserving your market or closely related ones, and contacting them directly forsyndication opportunities.Examine the publication, blog, or website for evidence they acceptsyndicated content. Thats not to say using article distribution sites is a badidea, but exploring other opportunities first is often more effective.Tip: Dont limit your syndication opportunity search to articles only.Youll also find places that accept video or graphics orientedcontent, too.Document Distribution Websites – Here your content will be searchable byusers and search engines alike, ready to be found by those people lookingfor exactly the kind of information youre providing. Content here is typicallyeither PDF or PowerPoint presentations. These are widely used byresearchers, and are also well ranked by search engines, leading to top40
  • 41. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itrankings for your content.Some leading document distribution sites include:www.docstoc.comwww.slideshare.netwww.issuu.comwww.scribd.comwww.edocr.comRSS Feeds – Your blog should have an RSS feed that users can subscribeto. RSS stands for Really Simple Syndication, and as the name implies, it isan easy way for you to send your content out on a feed that others canhave delivered direct to a feed reader or on their web home page.Video Sharing Sites – The growth of video as a CM tactic highlights theimportance of using video sharing sites. The best known is obviouslyYouTube, but others such as Vimeo are becoming viable outlets as well.Popular Video Sharing Sites:www.youtube.comwww.vimeo.comwww.dailymotion.comwww.flickr.comwww.metacafe.com6) Distribution Timing – Timing is everything in some cases. Releasing orsupporting your content when the right people are listening sometimesmakes all the difference. Leading online analytics firm KissMetrics founderNeil Patel recently stated that one of the biggest mistakes businesses41
  • 42. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itmake in their social media campaigns is ignoring timing.He found that Twitter users, for example, are most likely to retweetWednesdays at about 5pm Eastern time. In addition, most Twitter users arein the eastern time zone. He also discovered that content gets the mostFacebook likes when its posted at noon eastern time on Saturdays.At Most Pixels, weve found that most national consumer oriented orgeneral interest websites get the bulk of their traffic on weekdays, between0800 and 0300 eastern time. So much for people not using companycomputers for personal business.On the other hand, local websites, such as those for local businesses, getmore traffic at times correlating with peak use times for the particularbusinesses. Restaurants for example, see a traffic surge on Fridayafternoons and weekends, as people look for specials and location / contactinfo.That kind of knowledge is vital to get content shared and maximize its viralpotential. Post and share content when people are most likely to see andshare/re-share it.7) Content Integration – Integrating different content is a force multiplier ofsorts, allowing the combination to be more engaging and effective thanwhen the same content is used separately.An example is including video in of blog posts. In addition to delivering abetter user experience, it also helps your site or blog perform better insearch engines.42
  • 43. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItContent Marketing TrendsWhere Do We Go From Here?There is no question that contentmarketing is a vital part of many, if notmost successful organizationsmarketing plans. Trends show that soonCM will be embraced by virtually allcompanies in all markets, large andsmall.Why? Free and fast information accessibly. Consumers and decisionmakers can access information to support purchasing and other decisionsanywhere, from the bathroom to the boardroom (Please though, not whiledriving). Theyve embraced this ability wholeheartedly, and marketers havetaken notice.Recent statistics bear out the fact that consumers and business leadersalike are using the fat pipe to bring them this information at all points in thedecision making process, up to and including the point of sale.While some aspects of CM are proving more effective for B2C markets, andothers work best for B2B, trends bear out the fact that CM, in all its forms,is growing at a rapid clip, rising to an average of 33% of the total marketingspend. Thats a robust 32% increase in only one year.43
  • 44. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItB2B Content Marketing Trends to Watch Social media is emerging as the dominant CM tactic in the B2Bspace. Between 2011 and 2012, social media beat out articles as thenumber one social media marketing tactic, according to the ContentMarketing Institute 2012 CM survey. LinkedIn squeezed past Twitterto be the most popular social media channel among B2B marketers,despite a 10% increase in B2B social media Twitter users. 87% ofB2B companies using CM are distributing content using socialmedia.A recent LinkedIn discussion debated whether social media was actuallycontent. In reality its not entirely, although classified as such CM tactic forsurvey purposes. Social media is but a content distribution vehicle. With theexception of video sharing sites and possibly Facebook, most social mediais a way to get content shared, while the content itself resides on yourwebsite or blog. B2B focused organizations are growing their CM budgets. Theyreported an average of 33% of marketing budgets allocated to CM,up from 25% only one year earlier. That trend is accelerating, with54% of B2B oriented businesses indicating they will increase theirCM spending in 2013, and only 34% saying they would freezecontent marketing spending at current levels. Only a tiny number,2%, said they planned to slow their CM spending. Formerly little used B2B CM tactics are trending up rapidly, but arestill off the leaders pace. Mobile Content and virtual conferencesboth experienced dramatic useage increases from 2011 to 2012,jumping 120% and 180% respectively. In certain markets, researchreports have experienced significant growth as an effective CM44
  • 45. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Ittactic. Video CM use among B2B companies surges. Video as a B2B CMtactic not only experienced tremendous growth but cemented itsposition near the front of the CM tactic pack, with the number ofcompanies using it in their CM initiatives increasing nearly 35%. It isnow the 6th most used CM tactic, with 70% of businesses usingvideo for CM purposes. On a related note, YouTube still leads, butVimeo is gaining ground fast among business users. New social media opportunities emerge. B2B marketers have beentaking advantage of Facebook, Twitter and LinkedIn for a few yearsnow, but several new sites are emerging that offer serious promise.In addition, more B2B organizations are using social media for CMpurposes, with the number of reported content marketing socialmedia users up a robust 18% from 2011 to 2012.The largest newcomers are Pinterest, Vimeo, StumbleUpon and Google+.StumbleUpon - We have used SU for 5 years, but it is justtaking off among B2B companies. 10% of B2B firms nowreport using SU, up from none last year.Google + - Googles social media initiative is obviously muchmore widely known than some of the other newcomers, andhas experienced massive growth, up 260% among B2B firmsas a CM distribution tactic over last year.Pinterest – First used primarily among women, Pinterest hasgained broad acceptance in the last 12 months, with its use45
  • 46. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itas a B2B CM distribution tactic skyrocketing from 0% reportedlast year, to 28% this year.Vimeo – Vimeo certainly seems to be doing some things right, asthey are the first video sharing site to offer any sort ofcompetition to YouTube among B2B marketers. From virtuallyno reported use last year, the Vimeo now has more than 10%of B2B marketers using the outlet.There are 4 other social distribution sites that bear watching as well:FourSquare, Instagram, Tumbler, and Quora. They have all madeinroads and gained business users for CM purposes. Blogging continues to be highly useful for CM in the B2B space.According to the latest Hubspot Marketing Benchmark Report,companies who blog even twice per month receive 70% moreleads than those who dont blog. It only gets better from there.The effect is significantly greater among companies who increase their blogposting frequency to at least 15 posts per month. Companies at that levelget nearly 600% more leads than those who blog only once or twice permonth.The bigger the blog, the more leads firms receive too. Companies with over200 blog posts garner nearly 500% more leads than those whose blogscontain only 11 – 20.Whats more, according to Social Media B2B, B2B firms with blogsgenerate 67% more leads than those with no blog. Those are somepowerful reasons to grow company blogs with informative, engaging posts,and strong social media support.46
  • 47. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItB2C CM Trends Your Business Can Take Advantage OfWhile B2B firms can enjoy a wealth of new leads and new customers froma well executed CM campaign, they dont have a monopoly here. Ifanything, B2C companies can benefit even more in some respects fromtheir CM campaigns. B2C companies benefit tremendously from increased websitecontent. - While B2B firms typically triple their website traffic bygrowing their sites from the 201 - 300 page range up to 1,000+pages, B2C firms experience much more exciting results. B2Ccompanies see nearly 8 times more traffic from similar growth. Size matters more with B2C - B2C companies will also enjoyincreased lead generation from larger sites. On average, growing awebsite or blog from less than 50 pages to over 100 pages delivers250% more sales leads. Blogging is even more effective for B2C companies than for B2Borganizations. While B2B firms experience impressive traffic growthfrom through blog building, B2C firms fare even better.B2B companies see a 500% traffic increase by posting at least 15 times permonth, as opposed to only once or twice. B2C firms on the other hand, doeven better, increasing their traffic an average of 700% from the sameposting frequency increase. Video increases CMs effectiveness for marketers and video47
  • 48. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing Itmarketing spends are rising. An Ecoconsultancy report revealedthat , in addition, eMarketer estimates that 54% of companies plan toincrease video-based content marketing spend in the coming year.The Wrap UpContent marketing really can revolutionize your business. Used properly,youll attract new prospects, engage them, and create profitablerelationships that can last for years. Youll extend your reach, build yourbrand, and position your business as the market authority. The bottom lineis that youll make more sales, earn a higher ROI on your marketing budget,and typically spend less than on traditional marketing techniques.Most large organizations have already discovered and verified this throughextensive testing. Thats why recent data shows theyre shifting such a largepercentage of their marketing budgets from traditional marketing techniquesto content-based marketing initiatives. It is so pervasive, brands are in factbecoming publishers, and creating some very high value content.As both B2B and B2C consumers look to information based content ratherthan traditional advertising to discover new products and make purchasingdecisions, this trend will only accelerate. Those who stay ahead of the trainwill cement their position as market authorities and trusted providers withintheir industries. Those who miss will be reduced to playing catch up.48
  • 49. Get Your Company Noticed, Engage Customers, Increase Sales.... and Spend Less Doing ItAbout the Author:Steve Faber is CEO of Most Pixels Marketing Solutions.Most Pixels provides consulting, content, and contentmarketing solutions to business of all sizes, from largemultinational corporations to local businesses.He is an established content provider and freelance writer whose bylinehas appeared in many publications, both online and off. He is regularcontributor to publications and websites including Search MarketingStandard, Business2Community, and Biznik.To discover how your business can leverage content marketings power toincrease both your bottom line and your marketing budget ROI, contactMost Pixels Marketing Solutions now at1-888-959-9940 or visit them online at their website now:http://www.mostpixels.com/marketing/contact-us/49

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