Top 14 must do content strategies for 2012Presentation Transcript
TOP 14 MUST-DOCONTENT STRATEGIES FOR 2012
1 BLOG 64% B2B MARKETERS REGARD BLOGGING ON COMPANY BRANDED OR MANAGED BLOGS AS A HIGHLY EFFECTIVE TACTIC Tip: Post often. More importantly, post high quality blog posts. A well thought-out social optimisation strategy for your blog is also a high priority. *MarketingSherpa 2011 B2B Marketing Benchmark Report
2 WHITE PAPER 65% RATE WHITE PAPERS AS BEING “VERY” OR “EXTREMELY INFLUENTIAL” OVER PURCHASE DECISIONS Tip: Experiment with your white paper format. Make them more visual. Try out radical approaches like embedding audio & video content.*Eccolo Media 2011 B2B Technology Collateral Survey Report
3 INFOGRAPHIC “...THE BASIC PREMISE IS VERY SIMPLE: CREATE SOMETHING ENGAGING AND RELEVANT THAT COMMUNICATES WITH YOUR AUDIENCE” Tip: Infographics can be excellent linkbaits. Make sure your information is accurate. Use attractive layouts, styles and visuals to build an attention grabbing and persuasive infographic.
4 E-NEWSLETTER IMPACT QUOTIENT: NEWSLETTER’S "ABILITY TO PERSUADE PEOPLE TO SAVE IT, TALK ABOUT IT, REFER TO IT AND FORWARD IT TO THEIR SPHERE OF INFLUENCE” Tip: Focus on Professionalism (in newsletter production and management), Value (through the content you provide subscribers) & Personality (of your content and presentation). * Bryan Eisenberg of Future Now Inc, Mark Brownlow of Email Marketing Reports
5 CASE STUDY / TESTIMONIAL “VERY” OR “EXTREMELY INFLUENTIAL” OVER PURCHASE DECISIONS: ROSE FROM 38%(2010) TO 68%(2011) Tip: Size and formats matter. Preferably restrict the length to four pages. Given a choice, the preference is for written case studies rather than video testimonials or audio stories. *Eccolo Media 2011 B2B Technology Collateral Survey Report
6 SEO LANDING PAGES97% ADVANCED MARKETERS ARE USING KEYWORD/KEYPHRASERESEARCH. YET ONLY 69% ARELEVERAGING SEO LANDING PAGES Tip: Make SEO and LPO work together. While Search Engine Optimization will get visitors to your page, you need Landing Page Optimization for conversions. Don’t forget the CTAs in your Landing Pages. * MarketingSherpa 2012 Search Marketing Benchmark Report - SEO Edition
7 VIDEO OVER 65% CONSIDER VIDEOS TO BE MOST EFFECTIVE IN ENGAGING PROSPECTS AND DELIVERING MESSAGE Tip: Two 3 minute videos are better than one 6 min video. Vary your video content and look beyond YouTube for wider distribution. *2011 B2B Marketing Trends - Holger Schulze
8 RESEARCH REPORT 64% PROSPECTIVE BUYERS ARE LIKELY TO CLICK ON A FREE RESEARCH REPORT LINK FOR MORE INFORMATION Tip: Add the option to share content. The simple addition of a “Share This” button significantly enhances the influence of your collateral. *IDG Connect and Marketing Sherpa 2010
9 WEBINARS & VIRTUAL EVENTS 38% B2B MARKETING PROFESSIONALS FEEL WEBINARS & VIRTUAL EVENTS ARE VALUABLE FOR DIRECTLY SUPPORTING MARKETING OBJECTIVES Tip: Post webinar, utilize content arising out of your webinar - recording, Q&A, presentation - for inbound lead generation purposes. *Focus Research: Marketers’ Benchmarks 2011
10 PODCAST PODCASTS ARE MORE LIKELY TO BE CONSUMED IN THE FIRST TWO PHASES OF THE SALES CYCLE: PRE-SALE & INITIAL SALETip: Include RSS Feeds tosyndicate your Podcasts. Make iteasy for your audience to listenwith automatic delivery to theirportable media devices orpersonal computers.
11 ONLINE ARTICLE AROUND 64% CONSIDER THE ONLINE ARTICLE AN EFFECTIVE CONTENT FORMAT IN ENGAGING PROSPECTS Tip: Pick your distribution channels carefully. Mass article submission sites will only fetch short term results. *2011 B2B Marketing Trends - Holger Schulze
12 E-BOOKS E-BOOKS ARE SEEING AN INCREASED ADOPTION RATE: 9% (2010) TO 16% (2011) Tip: Use the e-book as a lead-in to build trust and set the stage for the offers that you will subsequently make via email. * B2B Content Marketing: 2012 Budgets, Benchmarks and Trends - Content Marketing Institute (CMI) and MarketingProfs
13 PRESENTATION / SLIDESHOWAROUND 38% CONSIDER SLIDESHOWS TO BE ANEFFECTIVE CONTENT FORMAT Tip: Leverage SlideShare, which offers the unique feature of lead capture by allowing you to insert form into your content.*2011 B2B Marketing Trends - Holger Schulze
14 CARTOON / COMIC STRIP BLOG LAUGHTER IS A SERIOUS BUSINESS