Let’s review some research-backed secrets to effective content marketing in the B2B demand generation sphere.
The “B2B Content Marketing: 2010 Benchmarks, Budgets and Trends” offers some excellent clues from the “41% of marketers [who] classify themselves as more effective in content marketing than their competitors.”
In this statistically significant study, the more effective B2B content marketers were found to:
- Earmark a much larger percentage of their marketing budget for content marketing: 30% vs. the 18% that less effective marketers allocate.
- Consider the “stage in the buying cycle” when developing content.
- Use eight tactics of content marketing on average, whereas less effective marketers use only six.
- Use Twitter, Facebook, LinkedIn and YouTube more: 82% use at least one platform compared to 66% of their less effective peers.
- Have substantially more senior-level buy-in and support for their content marketing efforts.
And apparently, company size and industry don’t impact your ability to be a successful marketer; self-identified effective content marketers were present in every industry, in companies of all sizes.
All well and good. But most of us simply can’t do it all. Before we start investing more, doing more and strategizing more in the content marketing arena, let’s get a sense of which tactics might be most worthwhile.
I don’t know about you, but I wouldn’t have guessed that in-person events would show “the highest level of alignment between adoption and effectiveness.” Or that social media (excluding blogs) would rate lower than, say, podcasts, especially since the more effective content marketers identified in the same study use at least one social media platform.
So which highly effective content marketing habits might be most worth adopting?
If you only choose one habit, I’d recommend this one: Consider the stage of the buying cycle your targets are in before developing content for them.
Relevance is key to getting and keeping buyer attention, and being able to target your content more tightly will surely help you build a better business case for your content marketing, too.
Need a refresher on the buying stages and how content and social media tactics match up? Start with these SiriusDecisions posts on the B2B buyer cycle.