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USE IT FOR LEAD GEN FOR CUSTOMER
ACQUISITION
FOR NEW SALES
CONTENT MATTERS TO MARKETERS…
77% 62% 42%
…but only one in seven marketers have a written strategy to
differentiate themselves from their competitors.
DARE TO BE
DIFFERENT
AND MAKE YOUR B2B
CONTENT MARKETING
REALLY STAND OUT
What separates good from great in B2B
content marketing? What’s stopping
marketers from producing truly differentiated
content? Find out in our infographic
AND DIFFERENT CONTENT NEEDS:
A UNIQUE TONE
OF VOICE. 40% A
OF MARKETERS
SAY THEY DON’T
HAVE THIS.
AN APPROACH
DEFINED BY
DATA. 50% DON’T
PRODUCE DATA-
DRIVEN CONTENT.
AND WHILE 90%
MARKETERS
THINK THEY HAVE
ORIGINAL AND
FRESH IDEAS….
40% OF
MARKETERS THINK
THEIR CONTENT
IS “ABOUT THE
SAME AS THAT
FROM THEIR
COMPETITION”.
So clearly, something’s up...
Most marketers are too blasé about
keeping tone consistent across channels...
84% DON’T THINK THAT
MIXED MESSAGING HAS
A NEGATIVE IMPACT
MARKETERS HAVE
THE DATA…
BUT AREN’T USING
IT EFFECTIVELY
50%
NEARLY ONE THIRD
OF THEM ARE COLLECTING DATA, BUT DON’T ACT ON THE INSIGHTS IT PROVIDES
MARKETERS
WANT TO CREATE
DIFFERENTIATED
CONTENT… BUT THE
CLOCK TICKS ON...
LACK THE TIME TO
PLAN GREAT CONTENT
70%
OVER 50%LACK THE CAPACITY TO DIFFERENTIATE BY THOUGHT LEADERSHIP
AND WHERE THEY
DO DIFFERENTIATE,
THEY TAKE THE
EASY OPTIONS.
ONLY HALF OF MARKETERS
SAY DATA INFLUENCES
THEIR STRATEGY
CUSTOMISE BY INDUSTRY SECTOR…
77%
…BUT BARELY 40%
DIFFERENTIATE BY JOB ROLE
THE BIG PROBLEM
is too many marketers are targeting
customers according to what they
do (their job role or industry) rather
than what they want or need.
AND PSYCHOGRAPHICS
EAT DEMOGRAPHICS
FOR LUNCH.
So start differentiating by
what people want.
CONTENT THAT
APPEALS TO THE HEART
SNAGS INTEREST FASTER
(the head stuff can happen later).
...AND ONLY 36% ANGLE MORE
TOWARDS RETENTION
OF ORGANISATIONS
CONCENTRATE ON ACQUISITION...
INITIAL ATTRACTION IS WHAT BRINGS IN
NEW CUSTOMERS. WHICH EXPLAINS WHY:
36%62%
OF MARKETERS DO OF MARKETERS DO DON’T
BOTTOM LINE?
41% 37% 17%
IF YOU LACK BUY-IN FOR
FRESH IDEAS… LIKE
OR LACK COMPETITIVE
DIFFERENTIATORS… LIKE
OR DON’T TAILOR
YOUR CONTENT...
USE DATA IN CREATIVE WAYS
(TO PROVIDE UNIQUE INSIGHTS ON
MATTERS OF INTEREST)
UNDERSTAND YOUR CUSTOMERS’
MOTIVATIONS TO CREATE CONTENT
THAT SPEAKS TO THEM.
MEASURE THE DIFFERENCES IN
DELIVERY BETWEEN YOUR CONTENT
AND THAT OF YOUR COMPETITORS.
It’s not about more
content or even better
content — it’s about
different content.
You’ll waste valuable
resources on over-producing
content that fails to make
you stand out.
So spend less time creating
content, and more time
personalising it meticulously for
THE PEOPLE THAT
MATTER TO YOU.

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Dare to Be Different and Make Your B2B Content Marketing Really Stand Out

  • 1. USE IT FOR LEAD GEN FOR CUSTOMER ACQUISITION FOR NEW SALES CONTENT MATTERS TO MARKETERS… 77% 62% 42% …but only one in seven marketers have a written strategy to differentiate themselves from their competitors. DARE TO BE DIFFERENT AND MAKE YOUR B2B CONTENT MARKETING REALLY STAND OUT What separates good from great in B2B content marketing? What’s stopping marketers from producing truly differentiated content? Find out in our infographic AND DIFFERENT CONTENT NEEDS: A UNIQUE TONE OF VOICE. 40% A OF MARKETERS SAY THEY DON’T HAVE THIS. AN APPROACH DEFINED BY DATA. 50% DON’T PRODUCE DATA- DRIVEN CONTENT. AND WHILE 90% MARKETERS THINK THEY HAVE ORIGINAL AND FRESH IDEAS…. 40% OF MARKETERS THINK THEIR CONTENT IS “ABOUT THE SAME AS THAT FROM THEIR COMPETITION”. So clearly, something’s up... Most marketers are too blasé about keeping tone consistent across channels... 84% DON’T THINK THAT MIXED MESSAGING HAS A NEGATIVE IMPACT MARKETERS HAVE THE DATA… BUT AREN’T USING IT EFFECTIVELY 50% NEARLY ONE THIRD OF THEM ARE COLLECTING DATA, BUT DON’T ACT ON THE INSIGHTS IT PROVIDES MARKETERS WANT TO CREATE DIFFERENTIATED CONTENT… BUT THE CLOCK TICKS ON... LACK THE TIME TO PLAN GREAT CONTENT 70% OVER 50%LACK THE CAPACITY TO DIFFERENTIATE BY THOUGHT LEADERSHIP AND WHERE THEY DO DIFFERENTIATE, THEY TAKE THE EASY OPTIONS. ONLY HALF OF MARKETERS SAY DATA INFLUENCES THEIR STRATEGY CUSTOMISE BY INDUSTRY SECTOR… 77% …BUT BARELY 40% DIFFERENTIATE BY JOB ROLE THE BIG PROBLEM is too many marketers are targeting customers according to what they do (their job role or industry) rather than what they want or need. AND PSYCHOGRAPHICS EAT DEMOGRAPHICS FOR LUNCH. So start differentiating by what people want. CONTENT THAT APPEALS TO THE HEART SNAGS INTEREST FASTER (the head stuff can happen later). ...AND ONLY 36% ANGLE MORE TOWARDS RETENTION OF ORGANISATIONS CONCENTRATE ON ACQUISITION... INITIAL ATTRACTION IS WHAT BRINGS IN NEW CUSTOMERS. WHICH EXPLAINS WHY: 36%62% OF MARKETERS DO OF MARKETERS DO DON’T BOTTOM LINE? 41% 37% 17% IF YOU LACK BUY-IN FOR FRESH IDEAS… LIKE OR LACK COMPETITIVE DIFFERENTIATORS… LIKE OR DON’T TAILOR YOUR CONTENT... USE DATA IN CREATIVE WAYS (TO PROVIDE UNIQUE INSIGHTS ON MATTERS OF INTEREST) UNDERSTAND YOUR CUSTOMERS’ MOTIVATIONS TO CREATE CONTENT THAT SPEAKS TO THEM. MEASURE THE DIFFERENCES IN DELIVERY BETWEEN YOUR CONTENT AND THAT OF YOUR COMPETITORS. It’s not about more content or even better content — it’s about different content. You’ll waste valuable resources on over-producing content that fails to make you stand out. So spend less time creating content, and more time personalising it meticulously for THE PEOPLE THAT MATTER TO YOU.