Content is invaluable to any B2B marketing campaign. It’s one of the must-haves. Without it, you go nowhere.
Unfortunately, content marketing has also become extremely challenging recently. For one, the internet is saturated. Every day, millions of videos and blog posts are uploaded to various online platforms. Many of these content pieces now go without views because of the saturation.
Worse still, the content landscape is always changing. Keyword stuffing that worked like a charm a few years ago, for example, is now a death knell for SEO.
Marketers must adapt to these new realities to remain competitive.
Fortunately, Business2Community consistently tracks and updates marketers on any new trends in the industry. They’ve just released an update on 2020 trends.
2020 Content Marketing Trends for Maximum ROI
According to the new report, the first thing marketers need to know is that there’s no room for generalization.
While B2C marketers can afford to cast the net wide, B2Bs need to narrow their marketing. For example, B2B marketers can longer use certain types of content because everyone else is doing so. It won’t work in 2020. Instead, you must focus on delivering messaging and experiences based on your target audience’s needs.
Check out the rest of these content marketing trends to learn what else you need to focus on in 2020. It’s presented in form an easy-to-scan infographic.
Different generations use technology in different ways. It’s important that you know the age demographic of your target audience to get them to interact successfully with your brand. Here’s how generations interact with your content.
Gen Z & Millennials
Currently, Gen Zers and millennials are the majority of internet users worldwide. They make an average of 344 online transactions per year, but they spend at least 18 minutes reading reviews first. Trust is important to them — so much that it takes 181 reviews to gain it. But that can be sped up by a trusted influencer’s endorsement.
Gen X, on the other hand, spends 13 minutes reading reviews and make an average of 306 online transactions, both lower than the younger generations’ numbers. But they make bigger purchases — $60.36 on average per transaction, as opposed to $56.61 for Gen Zers and millennials. They also don’t get easily swayed by influencers, as more than half of them don’t follow such personalities.
Nevertheless, it’s the boomers who are the biggest spenders, averaging $61.69 per online transaction. It takes only 10 minutes for them to read reviews, and only 42 reviews to gain their trust. But only 59% of boomers have made an online transaction, so getting them to interact online can be a challenge. Almost half of them still prefer to buy at physical stores.
Learn more about these different generations’ behavior as consumers from Website Builder Expert’s infographic.
Measuring the effectiveness of a content marketing campaign is, without doubt, one of the digital marketer’s biggest challenges. A lot of marketers, for instance, are skeptical about blogging because it’s almost impossible to measure the return on investment.
How would you know if the blog you posted last month is getting you the desired store traffic, for example? It’s not easy. Visits to the blog might give you a rough idea of what’s going on. So can the number of shares. But, these metrics are rarely sufficient when attempting to determine the effectiveness of your efforts.
The Solution? Align KPIs with Campaign Goals
A viable solution to this conundrum is to identify and track the Key Performance Indicators (KPIs) of each campaign goal.
These KPIs would be picked based on the type of campaign (is it a social media campaign, blogging, YouTube, etc.) and the specific goals you’ve set for that campaign.
Let’s say, for example, that you’ve set up a blog for your e-store. If the first goal of the blog is to generate leads, your KPIs would include Click-Through-Rate and Cost-Per-Lead. Meanwhile, where the goal is to increase brand awareness, the KPIs would include;
- Article views
- Followers and subscribers
- Shares, including social media shares
Business2Community has developed an elaborate infographic capturing all these strategies and tips. Spare a moment to check it out.
With the current Covid-19 pandemic, most firms have recommended that their employees work from home. Working remotely has become a new reality, and maintaining productivity at home can require some extra effort. The following are some tips for staying focused while working from home.
Get a designated work station
A designated work station helps in setting the mood for work. Having such a setup help other house members realize that once one gets into his or her station, it means business. This consequently averts distraction. When choosing or setting a workstation, prioritize comfort by getting a seat that doesn’t hurt the back and/or neck. Also, ensure that there is sufficient lighting, air, and space.
Have a list to keep you motivated
Coming up with a to-do list keeps one motivated, productive, and organized while working from home. When creating a list, keep in mind both long- and short-term goals. Keeping track of short-term goals lets one know his/her progress, consequently making work more doable when in bits.
Working remotely means you’re less active. This can affect the health of an individual such as the development of back pain or knee stiffness due to sitting in the same position for extended hours. For one to remain healthy and active, it’s important to consider working out with virtual instructors, taking walks, or doing other domestic chores.
Working from home may not be ideal for most, but having tips on how to hack it may prove productive and fun in the long run. Thanks to the good folks at Visme for this useful infographic.
Infographics are one of the most underrated forms of content. Not only can an infographic boost social media engagement by 300%, but these visuals also increase traffic by 12%.
Additionally, a sustained infographic marketing campaign considerably improves search engine performance. The visual by 94% and receive 30x more reads. In the end, brands can expect up to 7x more conversions.
Yet, even today, very few marketers use infographics!
How to Use Infographics for Lead Generation
You can set up an infographic marketing campaign today and start reaping the above benefits. Furthermore, it’s not even difficult. Spiralytics has summarized all the necessary steps and tips in one of their recent infographics.
The first step is to understand what makes a great infographic. What’s the anatomy of an effective infographic?
There are four key elements;
- Lead-generation elements
Data comes right at the top of the list because it’s what makes infographics different. A great infographic provides tons of valuable data points. More importantly, the quality of the data and how you present it matters a lot. Hard numbers, for instance, work like a charm. The numbers quickly draw the reader’s eyes and make the infographic easier to digest.
Check out the Spiralytics article, A complete guide to Using Infographics for Lead Generation, to learn the rest of the infographic design process, crucial tips, and what to avoid.