Resource
Today, we’re tackling a reality of successful content strategy that can be intimidating for B2B-ers– good content is visual content. Visual stimulation is simply part of our culture, and that isn’t going to change anytime soon. Armed with that knowledge, It’s important for content marketers to stay ahead of the game. Highly complex B2B companies might think this isn’t their territory, but they’re wrong.
The key to B2B visual storytelling is to think outside the box. Here are three tips:
Data = Art
That’s right, data can be beautiful. Some niche B2B companies might not be comfortable with visual content, but they probably feel right at home with numbers and information. Take that insight, and make it visual. Rich infographics are a perfect match for B2B, and sites like Good and infogr.am make it easy for anyone to tackle in-house.
Humans at Every Company
There are humans at every company, so find a way to tell their story. Photographs and videos of company culture draw viewers in on a personal level and find that human voice. Share info about industry events in a visual way, too – your brand’s ability to be personable will result in more leads and eventually, more sales.
Humor Always Works
Everyone likes to laugh, B2B or not. Consider using memes or gifs in your newsletters, emails or social content. They tell your story in an unexpected way and engage your community through humor. Who knows? That could be your most valuable untapped tool.
Whether you create product videos or share photos of company parties, visual content is certain to increase engagement.
How has visual storytelling worked for you?
Image via (cc) Gavin St. Ours
Resource
Today’s guest post comes to you from Bob Murphy, Managing Partner at Movéo.
In 1992, Peter Danaher and Roland T. Rust published a paper in the European Journal of Operational Research titled, “Determining the optimal return on investment for an advertising campaign.” They began with a point of view – “…advertising is an investment, and [we] propose a simple formula for calculating the level of media spending which maximizes the return on investment.”
That same year Gary Lilien and Philip Kotler published their important book Marketing Models, which provided quantitative foundations for marketing decisions.
As the 90s rolled on, talk about ROI – this time by agencies – became the rage. Largely fueled by the emergence of the Internet, agencies eager to take advantage of a newfound ability to measure communication performance more effectively did so faster than you can say “Google.” Reports on visits, impressions, time on site, CPC, etc., became de rigueur.
Real ROI? Not according to the true meaning of the phase. While these measures are useful in recognizing levels of engagement, they stop well short of proving whether a dollar is well spent.
We believe that marketers should move beyond these “expressions of interest” and look instead for something we’re calling Impact On Growth, or IOG. As technology platforms improve and data becomes more abundant, agencies will have fewer and fewer excuses as to why they aren’t proving marketing’s contribution to revenue – drawing a direct line to the bottom line.
If they continue on the current path it will be at their own peril – progressive CMO’s are transitioning away from these “soft success” metrics. They increasingly view marketing’s accountability in the same light as they view sales’ – show me the money! The agencies they partner with, if they want to be partners in the future, will need to be fluent in this new language.
While there has been some good thinking on this topic from both academics and practitioners, marketing, as a discipline, has been too slow to develop the progressive models that will provide a clear line of sight from effort to business impact.
Ladies and gentlemen, start your growth engines.
Image via (cc) ArtBrom
Resource
Every marketer knows that mobile is unavoidable. More data is being consumed on mobile devices with each passing day, even though bigger screens are usually within reach. Consumers are opting for the convenience of having a smartphone in hand, and marketers have to create content with that in mind. How do you reduce your brand’s big ideas to the small screen? Don’t worry, it’s not as hard as you think.
Four action steps for great mobile content:
1. Address display.
Before you get to the content, work with your design team to be sure visual display is ready for mobile. Optimize font sizes and layouts for small screens, and customize content to make it responsive and seamless across all devices. Consult the data to understand who’s looking at your content and how to meet their needs.
2. Think small first.
Yes, it’s overwhelming to try to reduce your entire strategy to one 5 inch screen – so think small first. Form bite-sized pieces of content that are essential for mobile, and build out your content from there. Determining what’s necessary for mobile might help you streamline your broader content plan.
3. Be precise.
To make content compelling on mobile, precision is everything. You have one shot to give a customer what they want and convince them to explore further. Use clear calls to action that lead to digestible, easy-to-read content, and be concise.
4. The easier the better.
Your brand’s mobile experience should be easy. Content should be clear, and anything the customer does should be simple. Social sharing should be accessible, and subscriptions boxes should be large and quick to complete. No paragraphs, no long forms and no small boxes.
When it comes to mobile, content and design are everything. How are you adapting to the small screen?
Image via (cc) Thomas Szynkiewicz
Resource
Content curation is a double-edged sword. Some marketers feel guilty about sharing other people’s work for their own gain, yet it feels like the only way to keep up. Truthfully, you shouldn’t feel bad at all. Curation is a healthy part of a good content strategy.
Consistent content for your community calls for a mixture of original work and strategically chosen work from other sources. Content curation is not only okay – it’s beneficial. A skilled curator knows how to choose content that resonates with prospects and customers and is an essential part of a good content team. As long as curation is balanced with high-value content of your very own, we say go right ahead.
Four reasons content curation is essential:
1. Builds community.
Curation is a fundamental community builder. You offer valuable insight, and your followers share it with their followers. Soon, more people are looking to you for things that resonate. Done consistently, this leads to more connections and a targeted network.
2. Demonstrates intimate knowledge of your customers.
Curation demonstrates how deeply you know your customers. Not only can you provide them with material of your own, but you can recognize what they need in other places. Customers will look to you for help, because you provide them with answers to their problems on a regular basis. You add value to their social feeds, their inboxes and their lives. Eventually, that trust leads to sales.
3. Connects you to key influencers.
Thoughtful curation is the perfect opportunity to connect with key influencers. Sharing someone’s work with your followers shows how much you value their expertise. Relationships form, and in turn, you might gain exposure to their communities. That introduction means more leads and organic growth.
4. Fills holes left by small teams or budgets.
Let’s get practical for a second. Content production has become what feels like a 24/7 obligation. Curation helps fill holes left by smaller teams or budgets and allows your content marketing to keep up with the pace, no matter how small your company is.
Thoughtful content curation takes your strategy to the next level. How has it worked for you?
Image via (cc) William Murphy
Resource
Without preparation, content production can be an arduous and never-ending process. If you’re a marketer but feel like you’re out of shape and running a marathon, you might not have equipped yourself for the race. To be ready, utilize this content marketing trick.
Develop specific content for each stage of the sales funnel.
In our fast-paced world, it’s important to have pieces of content that match your brand voice ready before you even start. Though the internet has drastically changed the shape of the sales funnel, you should still formulate content related to the top, middle and end. With targeted fragments ready to repurpose whenever you need them, you can usher customers through today’s twisting, turning cycle and increase your bottom line.
1. Top of funnel
Top of funnel content is your first touch point with a customer. It gets you site traffic and subscriptions. This content should focus on providing immediate value and attracting leads. It introduces your brand, invites people in and most importantly, makes them want to stay.
2. Mid-funnel
Content for the middle of the sales funnel has depth. It provides education related to your industry and solves your customers’ problems. This content demonstrates your insight and expertise and earns the trust of your leads. You’ll be appreciated as a thought leader and by cultivating your value, you’ll escort people closer to sale.
3. Bottom of funnel
The bottom of the funnel calls for content that’s as personalized as you can make it. At this point, leads are almost ready to buy, and a bit of persuasion goes a long way. Your content should be product and sales driven, answering customers’ questions about purchasing before they even ask. Utilize data to understand what your leads are thinking. Content that targets conversion but upholds your brand voice is a powerful tool in the final stretch, so be ready.
4. Post-sale
It’s tempting to put sales funnel content into three neat categories and leave it at that, but stimulating customer advocacy after the sale is critical. Peer reviews and recommendations on the internet can make or break a brand, so develop content that invites your customers to become your advocate.
Ask the important questions.
Each stage of the funnel has a different audience. As you form content for each one, ask yourself the big questions. Who am I reaching at this stage? What emotions do they have? What problems do they have? What answers do they need? How can I add value to their process?
Pre-packaged content for the sales funnel makes marketers more effective in the moment. Have you tried it?
Image via (cc) Charlie Llewellin
Resource
Companies are becoming increasingly aware of the need for great content marketing. As you develop your own team, it’s your job to equip them with the tools for success. Sometimes, this means investing in new technology, but believe it or not, one of the most valuable ways to prepare them won’t cost a thing. That’s a no brainer, right?
So before you do anything else related to content marketing, create a content resource center for your company. Give it to your content team, and in the future, hand it to new team members on day one.
Here are the four essential parts of a good content resource center:
1. Writing and Style Guide
Writing and style guidelines are a crucial part of your content resource center. It should include not only your grammatical preferences, but stylistic tips for the brand. Put another way, it should help even the best writers tap into your brand voice with effortless finesse.
2. Market Research
Your resource center is the place to recap your target insights and market research for your content team. Give them the facts in bite-sized, usable formats that will be easy to remember and incorporate into planning.
3. Goals and Vision
A good content resource center has the ability to shape brand voice and strategy, so include a summary of the greater company vision. Short and long term goal reminders are helpful to reference, because they help shape content priorities whenever there’s a question.
4. Top-notch Example
When creating a content resource center for your team, take the opportunity to lead by example. Make the format and copy every bit as engaging as you hope their future output will be. By putting in the extra time and effort, you’ll leave them more likely to use it – and inspired to emulate your high standards every day.
Don’t forget that everything your company produces – emails, reports, posts – are all a form of content. Go ahead — share your content resource center with the entire company. It’ll encourage cohesiveness across the board, and they’ll thank you later.
Image via (cc) Nic McPhee
Resource
When you work to optimize content marketing, start with a documented content strategy and a strong team for execution. Wondering about the next step? Well, equally important as the people who will put your plan into action are the tools that make it possible. Though it might seem like a given to some, it’s important to note this rule:
Technology and content marketing go hand in hand.
As the marketing leader at your company, make sure your team has the tools necessary to get the most out of your content. Killer content, after all, is nothing without successful promotion. And after the promotion stage, effective measurement and analytics tools will tell you what worked and perhaps more importantly, what didn’t.
Find tools to suit your needs.
Whether it’s your content management system, marketing automation program or CRM software, chances are your company could use some updates. Whenever possible, explore the latest developments in tech and advocate for tools that leave your content team ready to go. Really examine where your company is weak, and invest there first. When it comes to content, beauty in execution often means greater returns.
As technology improves, the production value of content goes up.
In “The Five New Laws of Content,” our managing partner Brian Davies discusses this Law of Evolution. Brian points out that internet video has become the most valuable content form, but its production comes at a high cost in terms of price, time and equipment. Is it worth it? The statistics say absolutely, yes.
Investing in your content – and the technology to support it – reaps great rewards. Has it worked for you?
Image via (cc) davidd
Resource
The benefits of content marketing are becoming increasingly apparent, and more companies are exploring how to make it part of their everyday operations. The first step is a good content strategy, and the second step is a strong team for execution. If you’re just getting serious about strategic content marketing, chances are you’re worried about building that perfect team.
It takes certain skills to make content consistent, compelling and engaging to your customers, and assembling a content team for your company is no easy task. Whether you’re starting from scratch or using people you already have, help can be found in unlikely places.
Here are four tips for building a stellar content team:
Cast your net company-wide.
Your existing marketing team might be your go-to when it comes to content, but don’t be afraid to think outside the box. Survey other departments in your company to get a fresh perspective. Insight from your design, sales or operations teams might be just the thing you need to keep your content authentic and exciting.
Find journalists and storytellers.
The buzz is true; journalists make great content producers. They tell stories – even brand stories – that make people think twice. They tap into human emotions and provide value in a way that goes beyond products or services.
Keep marketing and content separate.
If you have the luxury of creating a team purely for content, pairing them with the marketing squad will be your natural instinct — but why not keep them separate? This allows content to stay human and focus on value rather than pesky sales goals.
Numbers and creativity go together.
When it comes to content, analytics are crucial. Understanding exactly what material drives site traffic and conversions will play a crucial role in future strategy, so be sure to find content team members who are good with data. Their insight is invaluable, and their data-driven creativity will have remarkable results on your bottom line.
When you’re building a content team, don’t be afraid to think outside the box. An enthusiastic, talented group has the power to transform your brand voice – and it’s worth the risk.
Image via (cc) Tim Moffatt
Resource
By now, we’re sure you agree – a content strategy is key to effective content marketing. The truth of the matter, though, is that it’s intimidating. As a marketer, you’re probably consumed with content production in the here and now, and planning for the future might feel next to impossible.
Small business marketers tend to feel this pain more than those at large companies, where bigger departments find themselves with more time for strategy. But at a big company, getting your plan through the necessary levels of bureaucracy can be discouraging. All of these problems can be solved by following one key rule:
Consult the tools you already have.
Even if you don’t have a content strategy, your company surely has a business plan and supporting marketing strategy. These will be your biggest help. Whether you need to get a content strategy off the ground or have it approved by the powers that be, including key elements of your company’s overarching vision will make it much easier.
You know your target, your niche and your company’s goals.
So, use them. Revisit the market research to understand what your target really wants and the quirks of your B2B niche. Next, study your company’s immediate and long-term goals. To form your content strategy, determine exactly how your target will help reach those goals, and think of your content as a friendly message to help get them there.
Your content is simply a natural extension of existing guidelines.
Understanding that makes it less intimidating — and more successful. Adding strategic details and data makes your content plan comprehensive, but using what you already know as a foundation guarantees success.
What served as the foundation of your content strategy?
Image via (cc) Jeff Kubina
Resource
Brian Davies, managing partner at Movéo, has great things to say about content marketing. In this free white paper – “The 5 New Laws of Content,” the first law is the Law of Consumption: As the rate of content consumption increases, the value of fresh content increases.
Consumption rates are clearly climbing, which raises a big question. How can marketers provide fresh content at today’s breakneck speed? In our world of constant sound bites, it’s hard to believe that less is more. Marketers often fall into the trap of “more is more,” leading to exhaustion and content that just isn’t that great.
As we discussed, a documented content strategy helps. But if you’re wondering how to keep up with consumption and preserve value, we have some tips.
Three ways to eliminate chatter and get more value out of less content:
1. Recycle, repurpose, reuse.
Yes, really. Recycling valuable content isn’t cheating; it’s encouraged, and it’s okay if it isn’t yours. When it resonates with your community, sharing someone else’s content demonstrates you understand what your customers need and want. It’s almost like you’re a close friend passing along an article you know they’ll love.
2. Keep your target in mind.
As Brian points out in the white paper, it’s important for all content to have the strategic goals of your organization in mind. Instead of producing content for content’s sake, design everything to meet the needs of your audience. When they find value in your material, they’ll find value in your brand or product.
3. Headlines are your best friend.
Even if you’re a great writer, there’s an art to creating headlines that cut through the clutter. Learn what it is and use it every day. What makes a headline clickable? It has to be intriguing, yes, but it depends partly on your audience. Consult your data to see which posts have gotten the most traffic, and dissect why those worked. Then, you’ll be armed to market your content in ways that really work.
Sometimes it’s hard to believe, but with content, less really is is more. Be smart and strategic, and your audience will thank you.
