First 3 Pages
UNDERUTILISED CONTENT & OVERLOOKED DISTRIBUTION CHANNELS
An ebook authored by:
As a marketer, you know just how important content is to your marketing strategy, your goals and generating revenue for the bottom line of the business. for many companies - especially those in the technology or the cloud software space - content marketing is the fundamental piece of the marketing puzzle. Without content, what programs can you ran and what can you promote? Sure, you can always put out a sale message or a demo call-to-action,but that can come across to prospective and current customers as a sales pitch - not a genuine or valuable offer. Smart marketers have found when they're giving away really useful information that's meaningful to their audience in the form of content, like an ebook, blog post, case study, infographic, one-pager or video, they get better results, in fact.
But what's your strategy for activating content? Are you like the many marketers who have so much on their plate that they use the "spray and pray" approach to sharing content? They don't have the strategic plan for how to get the more from the content their team members create, so when a piece is ready for prime time, they might post it to social media, send a link to the sales team, and maybe, just maybe, write a blog post about it or include a blurb into the next newsletter. But what good is that if it's not measured and not consistent? Are you missing activation channels that are available to you?
"57% of marketers reported custom content was their top marketing priority." _The Altimeter Group
Prospective and current customers want to learn - they want to partner with the company that cares about education. So smart marketers use content to drive activation programs, which in turn (or in theory) create qualified leads, opportunities and eventually closed business. And the best part? Through the activation programs, marketers have a chance to get a detailed look into the insights for click-through-rates, landing page visits, conversion rates and each of the metrics that matter most to their company.
But Wait a Minute...It;s Not So Simple
If creating content and putting it behind a landing page or up on the blog is so easy and guarantees such a great results, then why hasn't every company mastered content marketing and why are so many companies still using the spray and pray approach to distribution? Why isn't every company seeing huge results from the content they do produce? Or why don't companies pour all of their marketing resources into content, since it's such a golden opportunity?
According to the recent Kapost public book, the B2B marketing playbook,"Every role within marketing has it's own tools, content types and channels to manage, each responsibility for different aspects of the content and buyer lifecycle. Without a strategy in place for coordinating all of these pieces, seeing the big picture of your marketing impact is almost impossible. Not to mention, ad hoc content creation across departments leads to duplicate, off-brand, or unnecessary content. That's why 65% of contents goes unused in B2B organisations, representing a massive cost center directly located within marketing."
65%! That's an astounding amount of content that goes unused. Just imagine how much time and how many resources go into creating just one piece of content.
Just for example sake: Say the average piece of content takes 5 hours to write. For a blog post, that's a high number, but for an ebook, research report, or even case study, that's a very low number. So 5 hours to create a average piece of content for content marketer whose salary is $60,000 per year. That piece of content is costing your business about $150.00. Most content marketers create about 1 piece of content per day, so the per weekly content cost (not including any graphic design, branding or interactive elements) for just one content marketer is $750. Now multiply that number by how many members are creating content in a given organisation, and then multiply that number by 52 (the number of weeks in a year).
That's a LOT of content, and the time, cost and resources that support that content adds up very quickly for many organisations.