"Content marketing" is one of the biggest buzzwords in marketing circles. Thanks to the multitude of articles and discussions on the Internet, as this new-age term has reached every part of the web sphere. Despite the overwhelming buzz around the topic, many B2B marketers face challenges when it comes to extracting value from content marketing.
The top three content-creation hurdles faced by marketers:
- Engaging the audience over a sufficiently long period
- Creating sufficient content worth publishing
- Creating content within budget
So, what does content marketing mean to a B2B marketer?
"Content marketing" is not a new term in the B2B space. It was often used by savvy marketers even before it becomes a common jargon. During the pre-internet era, marketers shared content through newsletters or articles in business journals.
Today the internet offers a level playing field for all marketers irrespective of budget or company size. Now there're different options available even for small business marketers when it comes to sharing content of different formats through different channels.
The Marketing Benchmark Survey from MarketingSherpa shows how marketers are sharing different types of content indicating the popularity of each format.
As an exercise to understand content usage and the preferences of your audience, try to answer a few questions. Answer these questions and they will help you chart a content marketing plan for your business.
1. What types of content are consumed by your audience?
2. Do they prefer long content or byte sized content?
3. What channels do you use to distributed content?
4. Which of your content gets maximum attention?
5. Do you create content in-house or use external sources to create it?
If you face difficulty in answering these questions or need a free content marketing consultation, then write to us. We have experts who can go deeper into your customer psyche, create customer personas, and deliver a content marketing plan tailor-made for your business.
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