You’ve likely heard the analogy about how using all of the parts of your leftover Thanksgiving turkey can be applied to your content marketing strategy. NewsCred just published a timely blog on the topic, properly crediting Rebecca Lieb for demonstrating how creative uses of long-form content can be easily spun into shorter, derivative assets.
If you are responsible for lead generation activities, website content, white papers, blogs, links, articles, tweets, E-books, videos and more, chances are you’re a true believer that content is king. The ability to push your content out to publishers and third-party sites, while you retain full copyright, helps you reach potential prospects who may never have been introduced to your products or services otherwise. In essence, you’ll have the distinct advantage of reaching a much broader audience in a much shorter period of time.
To create the perfect demand plan for 2019, B2B organizations must identify what channels, content and other tactics work best at different stages of the buying journey based on the company’s business objectives, buyer demands and expectations. In-depth analysis of past campaigns, and the results generated from them, ultimately position marketers to better map out their go-to-market strategy for next year.
The debate around gating or ungating content has been a topic of conversation among marketers for many years. It’s easy to understand why as gated content plays a crucial role in lead generation. However, there are growing benefits of ungating content, as well, according to experts, especially in specific stages of the buyer’s journey.
Ninety percent of best-in-class marketers put their audience’s informational needs above their company’s sales/promotional messages, according to new research from the Content Marketing Institute, MarketingProfs and Conductor.
The report, titled B2B Content Marketing 2019: Benchmarks, Budgets and Trends — North America, surveyed responses from 771 B2B marketers and analyzed strategies for improving content marketing efforts and driving success. Additional findings include:
“It’s terrific to see how many content marketers are putting the audience first,” said Lisa Murton Beets, Research Director at the Content Marketing Institute, in a statement. “This was a novel concept to many traditional marketers 10 years ago … [but] now it’s a common practice among the most successful content marketers surveyed [and] we can see how much marketers have adjusted their thinking.”