It’s refreshing to see that content is becoming a core competency and a priority for organizations, according to BtoB Magazine.* As an agency focused on B2B, content has been a core piece of our client GTM planning for at least five years.
It seems to me that maybe there’s been a gap between recognizing the right approach and having the strategic-meets-journalistic expertise to actually develop great content. The good news for businesses looking to bridge this gap is that there’s some great information out there about how to do so. This post offers a quick roundup of trends and best practices.
1. Best of breed marketers’ No. 1 challenge is producing enough content.
A recent BtoB study “Content Marketing: Ready for Prime Time,” credits marketers that invest 30% or more of their budgets in content marketing as “best of breed” practitioners. The study reports that this group’s No.1 challenge is producing enough content to feed the various channels.
2. By next year, the percentage of marketers engaged in content will nearly double.
34% of BtoB study respondents say they were “very” or “fully” engaged with content marketing—18% more than last year. And the study suggests that by next year, this group will nearly double to 66%.
3. Everyone in an organization needs to be content-centric.
Last week, I attended the Sirius Decisions conference, The New Content Paradigm: Strategy, Process and Best Practices, where Jay Gaines and Marisa Kopec discussed how companies are using content development to fuel inbound marketing and sales content optimization strategies. Marisa explained that successful organizations are defined by ownership of content across the entire marketing ecosystem.
4. The new content strategist should be second in command.
In a content-centric organization, someone needs to be behind the wheel. The new paradigm defined by Sirius Decisions puts the content strategist second-in-command, reporting to the CMO. The strategist not only understands that content is the lifeblood of marketing, but is also senior enough to have influence across the organization—ensuring that sales and product marketing are on board.
5. The future of content is in our hands, and measurement can harness its power.
Now that we all agree on the importance of relevant content and why we need to invest resources in developing it, my prediction is that 2013 will bring exciting experimentation with nuancing channels and formats—from mobile to outdoor experiences to highly engaging online experiences. Through measurement, we’ll understand what’s doing the best job of engaging different types of people and converting them directly and indirectly.
Want more insights about content? Check out these posts!
* Obrecht, John, ”Content ascends to marketing throne,” BtoB, October 8, 2012 4.