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Is Quality B2B Content Dead?

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Is Quality B2B Content Dead?

 

The idea that content occupies a commanding place in B2B lead generation never fails every marketer. In fact, numerous blog articles and experts in the B2B marketing field have already pointed out that most businesses today are spending a great deal for brand awareness, which is not surprising.

The conquest for competitive content has been a priority for many – to a point that it is ironically losing its mojo. In fact, the Content Marketing Institute noted that content adoption within the B2B industry has decreased to 7.5% from 2013 to 2014. Several factors can easily explain this.

One reason is that there is more volume of online content than there ever was in past years. Now that many businesses have seen the potential of producing massive amounts of social content, it has become difficult to attain better brand visibility. What is more, search engine algorithms have experienced numerous changes over the years, making it hard for SEO teams to adapt to keyword trends.

Judging from these facts alone, can we say that B2B content marketing has indeed lost its appeal?

Not quite. It still has a lot to offer that only savvy marketers can harness.

Trade shows are still a thing.

Now, do not get surprised. Trade shows are still being applied by B2B companies of all sizes, mainly because in-person events remain a great way to foster and solidify B2B partnerships. Not only trade shows but also seminars and conferences provide opportunities to increase one’s audience reach and establish the credibility of the organization.

Related: 3 Cost-Effective Ways to Use Interactive Content in Events Marketing and Driving Relationships

Conduct a webinar series.

Creating effective blogs and providing them with equally effective articles is considered passé, at least to businesses that want information in real-time. Considering the geographical restrictions of holding in-person events, it is often advisable to start your own series of webinars. This way, you can directly reach out and interact with your audience without spending a great deal, since you get to do them in the confines of your office!

Related: 6 Most Important and Untold Benefits of Repurposing Old Content

Experiment with trends.

No doubt, the challenge in producing content for lead generation involves having to wrestle with market preferences. It is a daily struggle, but you will have to go with the flow anyway. One way to do this is experiment with prevalent pop culture trends by incorporating them in your campaign without of course deviating from your real intention of educating your audience.

Say what you must about content, it is here to stay. As long as you are dead-set at generating a good amount of B2B leads, you must admit that content will not fade away anytime soon.

 

Learn more lead generation lessons and tips at The Savvy Marketer’s Blog!

The Five Elements of Quality Content (According to an End-User)

Related: The Five Elements of Quality Content (According to an End-user)

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 
 

Is Quality B2B Content Dead?

/in //by:

Is Quality B2B Content Dead?

 

The idea that content occupies a commanding place in B2B lead generation never fails every marketer. In fact, numerous blog articles and experts in the B2B marketing field have already pointed out that most businesses today are spending a great deal for brand awareness, which is not surprising.

The conquest for competitive content has been a priority for many – to a point that it is ironically losing its mojo. In fact, the Content Marketing Institute noted that content adoption within the B2B industry has decreased to 7.5% from 2013 to 2014. Several factors can easily explain this.

One reason is that there is more volume of online content than there ever was in past years. Now that many businesses have seen the potential of producing massive amounts of social content, it has become difficult to attain better brand visibility. What is more, search engine algorithms have experienced numerous changes over the years, making it hard for SEO teams to adapt to keyword trends.

Judging from these facts alone, can we say that B2B content marketing has indeed lost its appeal?

Not quite. It still has a lot to offer that only savvy marketers can harness.

Trade shows are still a thing.

Now, do not get surprised. Trade shows are still being applied by B2B companies of all sizes, mainly because in-person events remain a great way to foster and solidify B2B partnerships. Not only trade shows but also seminars and conferences provide opportunities to increase one’s audience reach and establish the credibility of the organization.

Related: 3 Cost-Effective Ways to Use Interactive Content in Events Marketing and Driving Relationships

Conduct a webinar series.

Creating effective blogs and providing them with equally effective articles is considered passé, at least to businesses that want information in real-time. Considering the geographical restrictions of holding in-person events, it is often advisable to start your own series of webinars. This way, you can directly reach out and interact with your audience without spending a great deal, since you get to do them in the confines of your office!

Related: 6 Most Important and Untold Benefits of Repurposing Old Content

Experiment with trends.

No doubt, the challenge in producing content for lead generation involves having to wrestle with market preferences. It is a daily struggle, but you will have to go with the flow anyway. One way to do this is experiment with prevalent pop culture trends by incorporating them in your campaign without of course deviating from your real intention of educating your audience.

Say what you must about content, it is here to stay. As long as you are dead-set at generating a good amount of B2B leads, you must admit that content will not fade away anytime soon.

 

Learn more lead generation lessons and tips at The Savvy Marketer’s Blog!

The Five Elements of Quality Content (According to an End-User)

Related: The Five Elements of Quality Content (According to an End-user)

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 
 

Demand Generation: How to Offer Something New

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The Best of Possible Content- How to Offer Something New for Demand Generation

Content is the driver of sales goals as it generates demands.  More demands mean more opportunities to engage more prospects, thereby increasing the B2B leads that enter your sales pipeline. With this, we can see how important it is to have an effective content-based demand generation program.

Since content generation is central in this process, every business should know better than to provide their market with less compelling messages.

The important thing now is to find the best possible content for B2B lead generation. The only problem is that authenticity is suffering under market competition. The same content forms are repeated and recycled by competing companies to the point that they become trivial realities within the industry. Decision-makers are more likely to turn down such messages until they come across new content, the production of which turns out to be a matter of luck for many marketers.

So, with these dilemmas in mind, how can one business come up with an active demand generation strategy anchored on newness?

On the face of it, there is no definite answer to this question, but one can always develop a strategy based on one’s main B2B agenda.

Never go with the crowd. In terms of producing something new to the market, this is a given. But how do we do this? Simple: look to your company’s identity. How do you differentiate yourself from the others? How do you want your market to perceive you? At some length you are impelled to carve your business’ own path by using only lead generation tools that constitutes your business’ strengths.

Never Rely on Trends. Numerous factors influence the way businesses manufacture content. Often, they look to market trends for inspiration, but this is problematic. Whether you base your content on seasonal holidays or pop culture material, no amount of such content can keep decision-makers from saying, “It’s the same old ploy,” or “This is getting old.” Following market trends isn’t enough as it benefits you more to find your own approach to these trends.

Crowdsource. In any case, the best ideas for marketing strategies come from the people that are targeted by them; in other words, “the crowd.” For this reason, businesses are turning to crowdsourcing initiatives to collate content for demand generation content. You can ask interested businesses to participate in an online study or have them contribute to your website in exchange for exposure.

Writing Authentic Content the Proper Way

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Proper Way of Writing Content

 

Your company blog and website are in the forefront of your content marketing campaign.

In fact, it is what you put in your blog that creates the difference between success and failure of your lead generation campaign.

Creating content isn’t all about writing a copy based on what you have read from English Basics manual. The dominating discipline here is SEO.

This leads us to a standoff between using keywords effectively and creating posts that are compelling and authoritative. It is thus imperative for a lead generation blog to wield Google’s limitations appropriately.

We should not look far in search of a peace treaty for the two. The following pointers would suffice.

Catchy Headlines. The titles for your articles should be expressed in as few words as possible and should be intriguing enough to catch anyone’s attention. No one would go through the trouble of reading a paragraph-long headline that has the structure and intentions of a film synopsis.

Be True as a Writer. There’s a quote that goes, “Good artists copy; great artists steal.” Okay, it says a lot about surviving in the highly competitive realm of fine art. But in the equally grueling world of demand generation, authenticity is an abiding principle. This is especially true if we consider the lawsuits that would pile up should you haphazardly plagiarized from another source. At least paraphrase or, better yet, credit the original source of used information.

Read the Copy to Yourself. Serious writers make a great deal of effort trying to sound human in their pieces. It’s important because your primary intention is to engage other humans who are a great source of leads and future sales. No one would like to read something as bland as an instruction manual of a fax machine. Make your articles both informative and personal.

Offer Something New. Repetition is an important technique in maintaining customer retention. But it wouldn’t make sense if you keep on insisting your target market to swallow redundant messages. It’s annoying and it drives prospects away. Instead of beating around the bush, cultivate your online garden with innovative bonsai.

Keyword Analysis. And here, we can see how repetition is taboo. When writing your posts, make sure that important keywords are distributed between 1 percent and 3 percent. Going beyond that would render you a sitting duck to Google’s search engine algorithm.

Generating content for the web can be a mind-boggling affair. But if you keep these tips in mind, you may be a step closer to the top of the results page.

 

Source: http://www.jeffbullas.com/2013/02/27/5-questions-to-ask-when-writing-content/

The Role of Content in B2B Lead Generation (Infographic)

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Everything that is visible and readable on web is considered a content from blogs, infographics,videos etc. All are gimmicks but  it’s still a content — wrapped in different ways. It’s the magnetic force that pulls the audience and lure them to visit your website.

That’s the how the magic of content marketing works. It  plays a major role in B2B lead generation that in its absence it will eventually jeopardize the whole marketing strategy. Below is an infographic that will show you its usage and effectiveness.

Having a company blog is a plus factor for online exposure, branding and for generating leads. It builds up authority and brand awareness. Think of it, like its an ad and by putting your customer’s shoe on you will know what to write or what your content should be all about.

 

Two Faces of B2B Lead Generation Content: Quantitative, Qualitative

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Everything you need to know about blogging and how it can help you achieve your B2B lead generation goals can be broken down into two parts: quantity and quality. The measure of good content is subjective, but its influence in brand awareness, engagement and action responses are measurable variables that make up the perfect reason why marketers need to blog.

One struggle is that content marketers sometimes confuse themselves in terms of what things to focus on, especially in maintaining and measuring the effectiveness of the articles and its built-in lead generation tools. However, by just looking at its quantitative and qualitative attributes, everything can be simplified:

Quantitative

As far as quantity goes, there are four metrics, in order of importance:

  • Views – If no one reads your blog, that’s obviously a problem.
  • CTA – It’s important to know if people are noticing your call-to-action buttons, and whether or not they result to a lead conversion.
  • Social shares – Social media is the coliseum of brand awareness and viral marketing. It’s good to know whether your content is making rounds online.
  • Form conversion rate – The pièce de résistance.  Clicking on your CTA is one thing.  Your offer must be so valuable that giving up name & email is worth getting it.  If you want to generate leads, you want a high form conversion rate.

Qualitative

Still, nothing is as important as quality. It’s what sets your content apart from the thousands of articles scattered online, and it bears the most important asset you could get from your audience: a good impression.

  • Blog title –Ingenious blog titles help you rise above the fray.  It’s the packaging. It’s the marquee lights. It’s the movie poster. It’s what drives people in.
  • Hierarchy of sales message – You don’t just throw everything at your reader; it must follow a logical sequence for them to effectively absorb what you have to say.
  • Persona match – Your content must be resolutely directed to the buyer personas you’ve established while getting to know your target market.
  • Body – The main content of your blog post has one objective: communicate as effectively as possible.

There is a direct relationship between great blogging and lead generation, so if you want your blog to produce leads, evaluate both its quantitative and qualitative aspects.  To make sure everything’s working well, visit these values from time to time.

 

The Stages of Content Marketing Maturity: How Young is your Strategy?

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The Stages of Content Marketing Maturity - How Young is your Strategy

One grave mistake marketers make in engaging themselves into content marketing is that they try to do everything all at once. While there’s definitely nothing wrong with keeping high hopes early on in the game, it also pays to understand the phases that make up the evolution of content as a lead generation tool.

The Altimeter Group, a business research and advisory company, believes that there are 5 stages of content marketing maturity that each campaign has to go through to meet its maximum potential:

Stand

This is when you first venture into content marketing but only to “test the waters”. Marketers would put up a blog but would not post as frequent as regular bloggers; hence “standing” is without movement or progress. This is basically a means to get a feel of how it is to maintain a site with one’s business and authorship credentials.

Stretch

In this stage, a marketer would already consider employing a strategy towards producing and distributing content. This is the right time to ponder on what the campaign’s goals and objectives would be. Specific personnel may be tasked to carry out responsibilities wherein the first few steps moving forward would revolve around one or two initial platforms.

Walk

According to Altimeter, this is the stage at which a team “begins to take shape, strategy is more fully refined and tweaked, and the team begins to establish governance to scale and shape content processes.” In essence, the content creation and distribution processes become broader and more solid, touching a variety of avenues and channels.

Jog

This is where everything becomes serious. At this point, the type and culture of content being produced is already being noticed. Bloggers can now move from traditional and predictable content to something that’s experimental and more engaging. Business relationships will start to flourish and long term goals and ambitions begin to take shape. Expanding to broader horizons becomes the next big priority.

Run

Altimeter characterizes this as the stage of “monetizable content”. This is the ultimate phase of the maturity model, which, according to them, only a few companies have achieved. “In this phase, a successful, real-time integration of content marketing and curation is part of the fabric of nearly all aspects of branding,” the study further says.

The Altimeter Group’s full whitepaper on this model is available on this Slideshare

Content Marketing in modern times: Getting to know the new B2B buyer

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In a recent whitepaper entitled The New Rules of Content Marketing, Brendan Dell, a copywriter and marketing strategist (www.dellcreativecontent.com), explores the need for content marketing to adjust to the evolving buyer behavior in the business-to-business environment.

The overwhelming availability of information on the internet has caused the gradual but steady change in the relationship between buyers and marketers, and it has affected not only content marketing but all other forms of communication to the buying sector.

According to Dell, “the impulsive nature of today’s buyer and a hyper-competitive business environment means that today’s solution provider must be ubiquitous.”In short, content must be created at a higher volume and quality to counter the demands.

  • Today’s buyers prefer to educate themselves online. Hence, B2B marketing needs to be about pulling buyers in instead of pushing information out.
  • Today’s buyers don’t easily give in to “marketing spins” and sleek sales pitches. When specific details are given to them, they do research on their own terms and standards.
  • Today’s buying process has also changed; companies have become more willing to go outside the “budget”, with more people involved in the decision making process.
  • The decision-making group usually completes their information-gathering before they seek a sales company. By then, the only thing that matters is the contract and the price.
  • 79% of buyers consult with peers, often through social networks, before making a buying decision and they like to share what they learn back through their networks.

In response to these changes, here are the things content marketers need to do:

  • Give greater emphasis on appealing content
  • Re-purpose content materials into multiple formats to extend shelf life and maximize reach
  • Syndicate content materials into multiple channels
  • Make sure your content stands out, with sufficient depth associated with solving complex problems and sharing information
  • Establish a smooth editorial process to quicken the flow from ideas to content creation
  • Your content must be mobile-consumable
  • Always provide proof to every claim to make your content credible and not biased
  • Mix traditional and new media
  • Segment, test and measure

Dell concludes the study by putting the spotlight on what calls the “most important element of effective content”: storytelling that engages and compels.Give buyers engaging, compelling, thoughtful stories and they will gladly give you their attention, respect, and business”, Dell says.

Full whitepaper at THE NEW RULES OF CONTENT MARKETING.

Creating The Right Content For Your Online IT Lead Generation

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Creating The Right Content For Your Online IT Lead Generation

Improving your business’ on-line lead generation marketing relies on one very important factor that has been emphasized over and over again: creating quality content. Whether you are after business leads or IT sales leads, producing the right content for your intended audience is a must. To be able to achieve this, you have to be sure what you want to share with your target audience that will effectively attract potential buyers. The content you want create will most definitely fall under two categories:  Good and Great.

Good quality content can help you get attention, mostly from people who unexpectedly stumble on your blog or article. These usually result in subscriptions, a “like”, or a bookmark. Though you don’t immediately get to convert these technology leads, these people or businesses are almost always ready to buy, but are not thoroughly impressed by what you’ve given them and are checking out your competition for comparison. Good quality content are helpful in letting potential leads know your brand exists and for getting people to sign-up to your business contact database for future email marketing.

Great quality content, on the other hand, will help your brand get recognized by your target IT leads. These types of content set you apart from the competition and may even convince a casual browser to make a purchase. You might recognize these types as “viral” content. Great quality content are highly sharable. People can’t help but share your content to peers and business acquaintances especially if said content is exclusively distributed by you, such as comprehensive IT research and custom surveys.

Admittedly, producing great quality content costs more than, say, writing an article or blog, but the end results justify the means splendidly. Not only do you get your IT sales leads to purchase right away, you also have an on-line lead generation marketing plan that basically runs itself through enthusiastic sharing. By focusing on creating only these two types of content, you can drive quality technology leads to your business every time.

Why Invest In Snackable Content For Appointment Setting?

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Why Invest In Snackable Content For Appointment Setting?

There are a lot of talks these days about creating snackable content to anchor your appointment setting campaign on, but there is always that issue about what exactly should be a ‘snack-sized’ content. Why go for smaller content? How can that improve our ability to generate B2B leads?

To tell you the truth, the average memory span of a human being is just 2.8 seconds, much lower than even a goldfish. And while most of us would bemoan the deterioration of the human mind, marketers like us would have to make do with what we have and adjust our appointment setting efforts accordingly. We want to increase our market’s awareness of our business, so we should be able to craft content that is not just good enough to attract their attention, but also compelling enough to keep their sales leads audience beyond their 2.8 second-long attention span.

It is not that difficult. As long as you know the needed keyword used by your audience, then utilize it in a fresh, informative, and attractive content, it would be your win. You could even use your snackable content as a compelling call-to-action for your prospects. Have them sign up to your offer, or probably leave their number so that your telemarketing team could follow them up. There are loads of things you can do with shorter content.

Just make sure that you know who you audience is, the products or services you want to offer, as well as the content you are creating for your lead generation campaign.

Better Lead Generation Through Better Content Marketing

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Let us put it this way – content will always be king. This is especially true where lead generation is involved. I mean, if you do not have a compelling, informative, as well as attractive content, you will not be able to attract enough prospective sales leads. That is why creating the best content should be part of your lead generation efforts. Now here lies the challenge: how will you create better content? Here is how to start:

  1. Analyze data – by now, you might have collected sufficient information about your audience. From the data you have obtained, you can probably come up with a content strategy that will maximize impact, as well as ease up your appointment setting efforts.
  2. Analyze the competition – looking beyond the confines of your business (basically, checking your competition) will help you determine what kind of audience they have and if they have blind spots that you can enter. Creating a niche market out of your competition’s general audience can give you a better business edge.
  3. Analyze value – be it in your competition’s or your own, you need to know how your audience values the content you share. A lackluster interaction might be an indication of poor content creation. Once you realize that, you can then proceed in formulating a proper marketing plan.
  4. Analyze your promotions – be it through social media, blogging, email, or even telemarketing, you need to analyze whether the content you share reaches the right audience in the right manner. You might want to use certain metrics like conversion ratios and the like for that.

Ultimately, better content marketing can certainly bring you better results in your lead generation efforts.

Content Marketing: How To Be Continuously Creative

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Content Marketing: How To Be Continuously Creative

Content marketing is the best way to describe online marketing. No matter what you channel you use on social media, you still use some form of content to get the attention of your business leads. A compelling, well-researched content is the best  material to use, but there is a significant problem when using this type of marketing. What is this challenge? The process of content creation itself. Being creative is the most challenging aspect of using this b2b lead generation strategy.

How can you keep your content creators writing quality content all the time, on time? Here are a few tips:

  • Use Google Alerts, Google Trends, and Google Reader – in their quest to provide the best possible experience for their users, Google has even provided the tools to help content creators to write valuable content for their readers.
  • Curate online content – when you’ve exhausted all your resources and still can’t find any inspiration, you can use the blogs of other people for inspiration. Take an idea from the blog posts of other people you follow and expound on it.
  • Ask for guest posts – everyone needs to take rest every once in a while, and content creators are no different. To keep your blog updated while you get some R&R, why not ask a few of your readers to post? Or maybe someone you know from a forum, or even your offline friends. There are even websites available where you can hire bloggers who guest post for free. By hiring someone to write while you’re away, you can be sure that business leads will still get the value that they keep coming back for from your site.
  • When all else fails—recycle! – There’s nothing wrong about dusting an old article or blog post and using it again. You can talk about how this article sparked the most debate amongst all your blog posts, or how this brought in the most number of conversions for your site. This may even encourage “lurker” business leads to comment about when they first read this article and how they felt then. Ah, nostalgia.

Content creation is an important aspect of online marketing. However, it should be noted that this alone won’t be enough to sustain your business with quality leads. Supplementing this channel with direct marketing will bring in more qualified business leads faster. Direct marketing channels such as email, telemarketing, trade shows and seminars are extremely helpful.