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2013: The year lead nurturing took over
Three trends that affected B2B technology copywriters
We write
marketing
content for
lots of top B2B
technology
brands
We’re Radix Communications
like
Rackspace,
Networks First...
Coming up
•	Content marketing goes mainstream
•	Lead nurturing takes off
•	Visual content continues to rise
•	Predictions ...
A lot happened in B2B marketing during
2013, but which trends have really
impacted B2B copywriters like us?
From lead nurturing to visual content, a lot
has happened since our 2012 look up from
the copywriting trenches.
So what changed during 2013?
Content marketing
became the new
norm...
... and B2B marketers
became more confident
with using it.
In the US,
93% of B2B
marketers now use
content marketing
(91% in 2012)
Number
of different
formats used 13
(12 in 2012)1
...
2
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North
America
This suggests that the number of content forma...
42%
of marketers
say they’re
effective
at content
marketing
Compared
to 36% in
20123
3
B2B Content Marketing: 2014 Benchma...
In 2013, Radix saw
a 50% increase on
2012 in the number
of client content
marketing projects
In 2013 we wrote a huge range of content
In 2013, Radix saw increased demand for social media and infographics and decreas...
The range of content used remained mostly unchanged in the wider
B2B community - here are the main tactics used in 2013.
B...
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
And these were the main tactics used in 2012.
Marketing automation
has taken off
where 2012 saw our
clients only just realising
what they could achieve
with automation,...
53%
of B2B
marketers are
using it4
36.7%
are using
it for lead
generation
and 36.1% to
nurture5
4
Holger Schulze - Marketi...
Radix has seen increased demand for different
subject line options as clients bring A/B testing to
their email marketing c...
The next step for B2B marketers, now
that they are used to their marketing
automation systems, is to bring in greater
pers...
For
71%
of Holger
Schulze’s survey
respondents...
6
Holger Schulze - B2B Content Marketing Trends 2013
7
Holger Schulze - ...
In 2013, Radix went
from producing no
account-specific
content to it
making up over 8%
of our output
Visual content
explosion
Visual content has
continued to increase in
popularity.
But
the biggest
increase was
infographics,
climbing from 38%
to 51% usage8
8
B2B Content Marketing: 2014 Benchmarks, Budge...
There has been an increase in the use and
variety of visual content by Radix’s clients,
with videos and infographics being...
Video script
output went
from 3% in
2012 to 10.7%
in 2013
Infographic
requests
climbed from 14%
to 15.4%
Radix almost
produced as
many video
scripts as it did
blog posts in
2013
9
Holger Schulze - B2B Content Marketing Trends 2013
Which is unsurprising when marketers in
2013 were more likely to outs...
So what does
2014 hold for B2B
copywriters?
There’s still room for
plenty of change.
“Now everyone’s on the content marketing bandwagon there’s this
huge sea of content out there. So the challenge for market...
“Content marketers will discover that it takes more than publishing
content to move the needle.”
Just having content won’t...
“The good news for content providers, is that prices are actually
going up in the corporate content market. That’s partly ...
“For $1000, Debi gets 50 product descriptions, 20 blog posts, 2
videos and select graphic designs. She agrees that occasio...
“The pressure of more customers doing their own research further
into the buying process will finally force sales and mark...
Sources
Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014
Benchmarks, Budgets, and Trends—North Ame...
About Radix
Radix is a copywriting agency for the content marketing era. We work
with marketers to develop programmes of c...
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2013: The year lead nurturing took over - Three trends that affected B2B technology copywriters

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A lot happened in B2B marketing during 2013, but which trends have really impacted B2B copywriters like Radix?

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Transcript of "2013: The year lead nurturing took over - Three trends that affected B2B technology copywriters"

  1. 1. 2013: The year lead nurturing took over Three trends that affected B2B technology copywriters
  2. 2. We write marketing content for lots of top B2B technology brands We’re Radix Communications like Rackspace, Networks First, Oracle, Tata Consultancy Services and Spirent (pleased to meet you)
  3. 3. Coming up • Content marketing goes mainstream • Lead nurturing takes off • Visual content continues to rise • Predictions for 2014
  4. 4. A lot happened in B2B marketing during 2013, but which trends have really impacted B2B copywriters like us?
  5. 5. From lead nurturing to visual content, a lot has happened since our 2012 look up from the copywriting trenches.
  6. 6. So what changed during 2013?
  7. 7. Content marketing became the new norm... ... and B2B marketers became more confident with using it.
  8. 8. In the US, 93% of B2B marketers now use content marketing (91% in 2012) Number of different formats used 13 (12 in 2012)1 1 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America The adoption rate of content marketing as a strategy has steadied
  9. 9. 2 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America This suggests that the number of content formats used by B2B marketers has plateaued, as the increase is only by 1, as opposed to 4 in 2012.2
  10. 10. 42% of marketers say they’re effective at content marketing Compared to 36% in 20123 3 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America With increased use has come increased confidence
  11. 11. In 2013, Radix saw a 50% increase on 2012 in the number of client content marketing projects
  12. 12. In 2013 we wrote a huge range of content In 2013, Radix saw increased demand for social media and infographics and decreased demand for blog posts and enewsletters. Social Media 23.26% Infographics 15.43% Blog Posts 10.87% Video Scripts 10.65% Account Specific Content 8.26% eBooks 8.26% Case Studies 6.09% White Papers 4.35% Brochures 2.83% Datasheets 2.61% eNewsletters 2.17% Web Copy 2.17% Advertorial 1.74% Comic Strips 0.87% Placed Articles 0.43% Social Media, 17.26% Infographics, 14.33% Blog Posts, 18.24% Video Scripts, 2.93% eBooks, 9.45% Case Studies, 9.45% White Papers, 1.95% Brochures, 1.95% Datasheets, 5.21% eNewsletters, 11.07% Ezines, 2.61% Advertorial, 1.95% Worksheets, 1.95% Checklists, 1.63% 2012-2013 2011-2012
  13. 13. The range of content used remained mostly unchanged in the wider B2B community - here are the main tactics used in 2013. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
  14. 14. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America And these were the main tactics used in 2012.
  15. 15. Marketing automation has taken off where 2012 saw our clients only just realising what they could achieve with automation, in 2013 we saw a surge in its use, especially for lead nurturing.
  16. 16. 53% of B2B marketers are using it4 36.7% are using it for lead generation and 36.1% to nurture5 4 Holger Schulze - Marketing Automation Report 2014 5 Holger Schulze - B2B Content Marketing Trends 2013 How prevalent is marketing automation?
  17. 17. Radix has seen increased demand for different subject line options as clients bring A/B testing to their email marketing campaigns.
  18. 18. The next step for B2B marketers, now that they are used to their marketing automation systems, is to bring in greater personalisation of content - creating really relevant content for the person who’s received it.
  19. 19. For 71% of Holger Schulze’s survey respondents... 6 Holger Schulze - B2B Content Marketing Trends 2013 7 Holger Schulze - B2B Content Marketing Trends 2012 Audience relevance is now the most important element of effective content marketing6 Taking the top spot from ‘compelling storytelling’ in 20127
  20. 20. In 2013, Radix went from producing no account-specific content to it making up over 8% of our output
  21. 21. Visual content explosion Visual content has continued to increase in popularity.
  22. 22. But the biggest increase was infographics, climbing from 38% to 51% usage8 8 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America Videos and infographics continue to be popular 73% of marketers who responded to CMI/ MarketingProfs survey use video
  23. 23. There has been an increase in the use and variety of visual content by Radix’s clients, with videos and infographics being joined by comic strips.
  24. 24. Video script output went from 3% in 2012 to 10.7% in 2013 Infographic requests climbed from 14% to 15.4%
  25. 25. Radix almost produced as many video scripts as it did blog posts in 2013
  26. 26. 9 Holger Schulze - B2B Content Marketing Trends 2013 Which is unsurprising when marketers in 2013 were more likely to outsource video creation than any other form of content.9
  27. 27. So what does 2014 hold for B2B copywriters? There’s still room for plenty of change.
  28. 28. “Now everyone’s on the content marketing bandwagon there’s this huge sea of content out there. So the challenge for marketers is: how do you still get noticed? I think what we’re going to see in 2014 is content becoming a lot more specific. It’ll be more tailored to the buyer, and it’ll deal with specific problems the buyer may have. That means creating more content, but each piece will be very highly targeted – and therefore much more likely to get viewed, downloaded or read by the right person.” Hyper-specificity will rule Fiona Campbell-Howes, MD, Radix Communications
  29. 29. “Content marketers will discover that it takes more than publishing content to move the needle.” Just having content won’t be enough Ardath Albee, B2B Marketing Strategist, Marketing Interactions, Inc.10 10 Content Marketing Institue - 50 Content Marketing Predictions for 2014 Distribution - getting that content to the right person at the right time - will be equally important
  30. 30. “The good news for content providers, is that prices are actually going up in the corporate content market. That’s partly because so many companies are piling into the space that the only way to stand out is to create exceptional material, and that costs more.” Marketers will start to realise the value of quality content Dan Lyons, Marketer, Hubspot 11 11 Hubspot Blog - Contently, Riding Corporate Media Wave, Raises New Funding
  31. 31. “For $1000, Debi gets 50 product descriptions, 20 blog posts, 2 videos and select graphic designs. She agrees that occasionally it is necessary to retain professionals for high quality content. She can’t churn out high-volume and low-cost content all the time. If the company wants to demonstrate thought leadership, professionally done content for videos and white papers is necessary.” Pam Didner, Global Integrated Marketing Manager, Intel12 12 Pam Didner - How many content pieces can you create with $1,000? Marketers will start to realise the value of quality content
  32. 32. “The pressure of more customers doing their own research further into the buying process will finally force sales and marketing to transform themselves into truly customer-centric cultures that use data and personalization to deliver valuable, informative and entertaining content.” Marketing will need to be truly customer focused Michael Brenner, Vice President Marketing & Content Strategy, SAP13 13 SAP Business Innovation blog - Top Marketing Predictions For 2014
  33. 33. Sources Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America Holger Schulze - Marketing Automation Report 2014 Holger Schulze - B2B Content Marketing Trends 2012 Holger Schulze - B2B Content Marketing Trends 2013 Content Marketing Institue - 50 Content Marketing Predictions for 2014 Hubspot Blog - Contently, Riding Corporate Media Wave, Raises New Funding SAP Business Innovation blog - Top Marketing Predictions For 2014 Pam Didner - How many content pieces you create with $1,000?
  34. 34. About Radix Radix is a copywriting agency for the content marketing era. We work with marketers to develop programmes of content that guide customers through every stage of the buying process. We specialise in the B2B technology sector, with expertise in enterprise hardware and software, networking and electronics. We’ve written for innovative tech companies large and small, including Fujitsu, GFI, Oracle, Rackspace, Salesforce and Spirent. We have a monthly podcast that explores trends and issues in B2B technology copywriting. You can listen to it here.
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