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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?

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

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

    • 2013: The year lead nurturing took over Three trends that affected B2B technology copywriters
    • We’re Radix Communications We write marketing content for lots of top B2B technology brands like Rackspace, Networks First, Oracle, Tata Consultancy Services and Spirent (pleased to meet you)
    • Coming up • Content marketing goes mainstream • Lead nurturing takes off • Visual content continues to rise • Predictions for 2014
    • 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.
    • The adoption rate of content marketing as a strategy has steadied In the US, 93% of B2B marketers now use content marketing (91% in 2012) Number of different formats used 13 (12 in 2012)1 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 1
    • 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 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 2
    • With increased use has come increased confidence 42% of marketers say they’re effective at content marketing Compared to 36% in 20123 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 3
    • 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 eNewsletters 2.17% Datasheets 2.61% Brochures 2.83% Advertorial Comic Strips 0.87% Web Copy 1.74% 2.17% Worksheets, 1.95% Placed Articles 0.43% Checklists, 1.63% Advertorial, 1.95% Ezines, 2.61% Social Media, 17.26% Social Media 23.26% White Papers 4.35% eNewsletters, 11.07% Case Studies 6.09% Datasheets, 5.21% Infographics, 14.33% Brochures, 1.95% eBooks 8.26% White Papers, 1.95% Infographics 15.43% Case Studies, 9.45% Account Specific Content 8.26% Blog Posts, 18.24% eBooks, 9.45% Video Scripts 10.65% Blog Posts 10.87% Video Scripts, 2.93% 2012-2013 2011-2012 In 2013, Radix saw increased demand for social media and infographics and decreased demand for blog posts and enewsletters.
    • 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
    • And these were the main tactics used in 2012. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
    • 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.
    • How prevalent is marketing automation? 53% of B2B marketers are using it4 4 5 36.7% are using it for lead generation and 36.1% to nurture5 Holger Schulze - Marketing Automation Report 2014 Holger Schulze - B2B Content Marketing Trends 2013
    • Radix has seen increased demand for different subject line options as clients bring A/B testing to their email marketing campaigns.
    • 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.
    • For 71% of Holger Schulze’s survey respondents... Audience relevance is now the most important element of effective content marketing6 Taking the top spot from ‘compelling storytelling’ in 20127 6 7 Holger Schulze - B2B Content Marketing Trends 2013 Holger Schulze - B2B Content Marketing Trends 2012
    • 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.
    • Videos and infographics continue to be popular 73% of marketers who responded to CMI/ MarketingProfs survey use video But the biggest increase was infographics, climbing from 38% to 51% usage8 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 8
    • 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.
    • Infographic requests climbed from 14% to 15.4% Video script output went from 3% in 2012 to 10.7% in 2013
    • Radix almost produced as many video scripts as it did blog posts in 2013
    • Which is unsurprising when marketers in 2013 were more likely to outsource video creation than any other form of content.9 9 Holger Schulze - B2B Content Marketing Trends 2013
    • So what does 2014 hold for B2B copywriters? There’s still room for plenty of change.
    • Hyper-specificity will rule “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.” Fiona Campbell-Howes, MD, Radix Communications
    • Just having content won’t be enough “Content marketers will discover that it takes more than publishing content to move the needle.” Ardath Albee, B2B Marketing Strategist, Marketing Interactions, Inc.10 Distribution - getting that content to the right person at the right time - will be equally important 10 Content Marketing Institue - 50 Content Marketing Predictions for 2014
    • Marketers will start to realise the value of quality content “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.” Dan Lyons, Marketer, Hubspot 11 Hubspot Blog - Contently, Riding Corporate Media Wave, Raises New Funding 11
    • Marketers will start to realise the value of quality content “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?
    • Marketing will need to be truly customer focused “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.” Michael Brenner, Vice President Marketing & Content Strategy, SAP13 13 SAP Business Innovation blog - Top Marketing Predictions For 2014
    • 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?
    • 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.