Content has to be relevant and valuable
The other thing that takes time is developing content. It is about building your story as much as it is about building a relationship and the story needs to be well crafted. Those that have the most interesting stories will get the most retention and the best associative values for their brand.
Can you sustain your content output?
Products that need specialist knowledge and an ability to talk peer to peer need more research and longer writing time. One of the biggest stumbling blocks marketers have with content marketing is being able to produce the volume of content required.
Top Challenges for B2B Content Marketers
- Producing engaging content – 60%
- Producing Content consistently – 57%
Forms of content
I’m sure we don’t have them all listed here but this gives you a good idea:
Content marketing vs useless clutter
Content marketing has become very competitive and there are companies who send out content just to fulfil a frequency quota. It is usually unplanned and not relevant to you. And could just be a badly planned ‘fishing’ exercise.
But what if you’re a plumber, receiving a free invitation to a new product launch that will improve your business productivity? The likelihood of you responding is far stronger. The content has been directed and targeted to fulfil a particular need.
Content marketing is strategic
Just like other forms of marketing, content is created and distributed in a planned way to achieve certain objectives. Typically, content is mapped out around specific customer pain points and their customer journey. It’s then about deciding what type of content could address those problems.
Content marketing works!
Done right and given the relative low-cost communication channels (compared to traditional, paid for marketing), content marketing can be very profitable.
- Companies with blogs tend to get 67% more leads than those who don’t have a blog
- Inbound marketing close rates are still 8 to 10 times higher compared to those of outbound
- When it comes to retention, companies who are deploying content are seeing 5%-10% better retention, especially when they deploy content that is more customer success focused. – www.profitwell.com
- 83% of marketers surveyed for a report by the Content Marketing Institute said publishing content that provides value to their customers contributed significantly to the success of their content marketing efforts.
Still puzzled? Give us a shout and we’ll clear up any other questions you have. Call Richard or Karen on 01283 533196