Content marketing, while costing 62% less than any other form of marketing, is capable of generating 3x more leads for the B2B sector. This is making B2B marketers across the world place high bets on content marketing, an inexpensive yet effective marketing form to snatch lucrative outputs. In fact, CMI 2018 reports stated that 91% of the B2B marketers used content marketing and allocated more than 26% of their total marketing budget on it. However, the bitter reality is that out of this 91% only 20% B2B marketers agreed to have successfully used content marketing while the efforts of the remaining 80% have gone in vain!
Taking the worries of content marketers further is the research by Gleanster and Kapost. This research throws light on the $958 million that is wasted annually on ineffective and inefficient content marketing, thus, making ineffective content marketing a very expensive problem.
Both these researches unanimously point to the high wastage of content marketing efforts of the B2B marketers. In order to prevent these efforts from going waste, B2B marketers are continuously searching for the ways to safeguard their efforts.This blog discusses the 5 proven ways to prevent your B2B content marketing efforts from going waste in 2018. So, without wasting any more time, let’s start discussing the ways that are proven to safeguard the efforts in 2018.
If You Didn’t Document It, You Didn’t Do It
The latest Content Marketing Institute report revealed that only 37% marketers document their content marketing plans. This leaves the marketers with content that is not streamlined towards a specific goal. An undocumented content marketing plan is nowhere less than an unachieved content marketing plan.
An easy route to content documentation goes through content KPI definition, target audience identification, mapping of buyer’s journey, highlighting of content curation strategy, and drafting of clear content distribution strategy. Indeed, documenting content marketing plans properly is crucial to prevent your content marketing efforts from going waste.
More Is Not Always Better, But Better Is Always The Best
Sale cycle, a global remarketing company, incorporated the strategy of ‘more is better’ in its content marketing. They quantified all their efforts and decided to post more content for a year. While the graph for content output increased, the graph for the clicks and shares dropped steeply.
In content, more is not always better. It is the quality of the content that is capable of winning the hearts of the B2B buyers. These buyers filter out the content based on its importance and relevance to the industry. Focus on creating high-quality, relevant posts even if you create less content. Understand audience and create content accordingly to build credibility and prevent your content marketing efforts from going waste.
“Technology Must Be Like Oxygen: Ubiquitous, Necessary And Invisible.”
With advancement in technology, content creation and distribution is witnessing a drastic change in B2B content marketing. The advancing technology has forced marketers to rethink the way content is created, distributed and consumed. A lot of tools and software are simplifying creation of high-quality content and content distribution, scaling, analysis and management as well. Be it mobile responsiveness, artificial intelligence, machine learning, augmented reality/virtual reality, marketing automation software etc., there are countless technologies that are creating magic in b2b content marketing. Technologically-driven tools like content management systems and analytics tools can also prevent the content marketing efforts from going waste.
Content Marketing Is Less Technical, It Is More Psychological
For many B2B marketers, tapping into audiences’ interest is often insignificant. They are more focused on implementing content marketing strategies to yield instant results. But to keep the content marketing game strong, it is indispensable to pay attention to the social and psychological side of the B2B audience.
Sometimes, it can be tricky to understand the anatomy of a B2B buyer. They are psychologically driven towards factual data, statistics, and information that gives practical advice related to the B2B industry. It is important to study the psychology of the B2B buyer before going to the technical aspects of content marketing to prevent your B2B content marketing efforts from going waste.
Let The CTA Catch The Leads With Its Creatively Catchy Design
There is an unsaid fear of hampering the user engagement among marketers that prevents them from including effective Call-To-Actions in their content. However, not including CTAs in the content posted only encourages the passivity of the business reader. To push the B2B buyer further into the sales funnel, it is crucial to design creatively catchy CTAs.
Offer some bait with the CTAs to catch the leads. Whether you are asking email-id for subscription, encouraging conversation in the comment section, social media share, in-line CTA or standalone anchor text CTAs, it should be creatively designed to grasp the fancy of the buyers. This would encourage more clicks and prevent your B2B content marketing efforts from going to waste.
Every B2B marketer is planning to invest more resources and efforts in content marketing in 2018, thus, making it crucial to know some proven ways to safeguard these efforts from going to waste. The 5 ways discussed above can be incorporated in the content marketing strategy to yield advantages of internet B2B marketing for fruitful results in 2018.
Author Bio: Ankit Gupta works in ExportersIndia.com which is India’s largest B2B platform for solving all the business needs of people. Owing to the passion for his profession, Ankit is always on the lookout for gaining more insights on effective content marketing. His write-ups reflect the knowledge and experience gained through the years. You can read more of his informative posts by following him on his Google+, and Twitter Handles.