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.
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.
Everyone knows a picture is worth a thousand words. Which, if true, then a good infographic is worth at least ten times that amount.
As the internet has become more visual, it is critical to convey information that way. As humans, we are visual creatures. We can process and enjoy images much faster than we can text.
Also, as our attention spans wane, we tend to skim read more. This means that including images to convey a message has almost become a must.
One of the great things about the internet is the amount of information at our fingertips. While this is a great benefit, it is also a bit of a curse.
Fast and Memorable
Studies show we consume over 100,000 words a day outside of our work. Yet, on average website visitors only read 28% of the pages they visit. The great appeal of infographics is they convey large amounts of information quickly. Studies show when text and images are used together, comprehension rates improve by 25%.
More studies show that adding graphics to a presentation make it more persuasive. Additionally, graphics make presentations more believable than an only verbal presentation. Also, a cool graphic is easier to remember and recall than audio information.
In the final analysis, creating a lasting impression on your site’s visitors is much easier if you include some cool infographics.
Thanks to the great folks over at PostPlanner for this interesting infographic.
Better content attracts more traffic. But what constitutes better? Read on to find out:
Make your articles substantial and informative. High-ranking resources have around 2,400 words on average. To break up the content into smaller chunks, add an image every 100 words or so. Professional photos work best.
Most people consume content on the small screens of their mobile devices, so small and fancy fonts won’t be easy to read. Choose at least a size 15 font. Pages ranking No. 1 use 15.8x font size on average.
Various content types
Go beyond articles when producing content by repurposing them into infographics, animations, videos, and other forms. Whenever possible, make content interactive instead of static to enjoy twice as many conversions.
Content is king, but the presentation is queen. For readers, how you deliver content matters as much as what’s in it.
Our thanks go out to SiegeMedia.com for this great infographic on How to Create Content 10x Better than your Competitors.
You’ve probably heard the term “content marketing”, but do you know what it is and why it’s an important part of your marketing plan? Content marketing 101 is explained in this informative and entertaining infographic from our friends at Mark Armstrong Illustration.
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content that will ultimately drive profitable customer action.”
Content Marketing 101
Know Your Audience:
Before you can deliver a marketing message effectively, you need to know your audience and put yourself in the reader’s place. Think about their situation and address their issues through your content. Ask yourself:
- What are their key business issues?
- Do you have a solution to relieve their “pain points?
Create Good Content:
Create content that your reader will value and captures their attention. In turn, this kind of content may offer a solution to a problem that your audience is having. Keep your sentences and paragraphs short and easy to read.
- Start with a title that will capture attention
- Write short, concise content