This week Content Marketing Institute and MarketingProfs published the fifth annual B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America with findings from 2,000-some marketers to gain a deeper understanding of how organizations use content as part of the marketing mix.
The number one initiative (and challenge) B2B marketers are working on now is “creating engaging content.” This has been a persistent challenge for the last five years according to Content Marketing Institute. Other top challenges included producing content consistently, producing a variety of content, and gaps in knowledge and skill of internal team.
How do in-house content creators tackle these issue? Here are a few scalable ideas:
To produce content consistently:
Lean on external contributors, have a well-defined editorial calendar, holding yourself and your team to content quotas (per week or per month).
To produce a variety of content:
Who said you have to recreate the wheel? Repurposing content across a variety of mediums can do wonders for your bandwidth and brand. As an example: Take a high-performing blog post you’ve created and turn it into a SlideShare presentation and socialize it across your earned marketing channels.
To tackle the knowledge gap:
In-house marketers always have the help of content platforms, marketing tools, and third-party content marketing agencies. Our ClearVoice platform, for example, features an index of top subject matter expert writers. With our next product upgrade, brand journalists will be able to tap into the network of subject matter expert authors to serve as an extension of their content team.
Content agencies can also serve as a great third-party resource for training, strategy, creation and amplification. The downfall: smaller businesses may not have the budget for a content agency, so they may want to lean on other content resources and tools.
The study also revealed that having a documented content marketing strategy and following it very closely separates good content marketers from the great. According to the study, 48 percent have a content strategy in place but it’s not documented. What can you do to tackle this issue? Marketers who document their strategy—as opposed to just having a verbal strategy—rate themselves as eight times more effective than those who don’t have a strategy.
Here’s the full report: