Whether you’re an email marketer, blogger, or inbound marketing specialist, generating an ongoing narrative is a much more difficult proposition because you quickly run out of thought-leadership topics that can be re-spun into different angles, which is why a new critical role has emerged in the world of content marketing—the content strategist.
Having the same brand since their start in 1991, First Rate knew they had to make some major changes if they were going to compete effectively and grow in today’s digital era. Given their mission to help wealth management firms grow and thrive as stewards of their client’s investments, First Rate needed an innovative approach that would help empower investors and advisors to simplify and better understand their financial world.
Businesses love repeatable processes. Everyone is looking for the secret formulas that we can replicate and repeat to increase revenue. The problem is that when we find something that works predictably, others jump on the bandwagon and muddy the waters—much like what we’re seeing now with content marketing.
It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. But in a world where prospects hide behind caller ID and email, it’s the organization who has the most valuable content for prospects shopping online for solutions that wins.
Lead generation through content marketing means attracting people with a problem you can solve (that they can afford to pay for!). This requires way more than just knowing the demographic information on your prospects. Your audience must be built over time by generating superior content and putting it where they might see it—and if you’re out of touch, your content will fall on deaf eyeballs.
Where most B2B companies are investing in content marketing, less than a quarter are satisfied with their return. Many factors contribute to this dissatisfaction, but the primary reason that I’ve run across in discussions with companies is that they’ve approached the situation backwards.
It’s like they’re trying to build a house by digging a hole and immediately buying the windows and the wall treatments before meeting with an architect. And even worse, they choose an architect that specializes in bridge building.
f you are familiar with the sales funnel, you are likely also familiar with the following: Your prospects’ expectations of you have changed, but your business leaders’ expectations haven’t.
Prospects expect you to be a publisher, not a marketer. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it. Meanwhile, your business leaders still expect you to increase sales.
For companies struggling to reach sales goals, doing more of the same (more cold-calls, adding more salespeople) won’t break through growth plateaus. These aggressive approaches to traditional lead-generation tactics are not as effective anymore because buyer behavior has changed, and therefore, breaking through plateaus requires changing your overall customer acquisition strategy.
To keep their jobs, sales reps need to close as many deals as they can. They’re not interested in engaging with prospects who are not ready to buy. Marketing, on the other hand, often has a different definition of a qualified lead. If a person regularly takes the calls-to-action in your outbound email campaigns, downloads content from your website, follows your company on social media, and has visited your product pricing page, that person has self-identified as someone who is very interested in your product or service. So what can you do about it?
WHY YOUR CONTENT MARKETING ISN'T WORKING & HOW TO FIX IT
Just because B2B companies are investing heavily in content marketing doesn’t mean that they’re successful at generating the leads they need for business growth. In fact, they’re making a lot of mistakes that result in lost opportunities and lost revenue.
In this webinar, Mike Vannoy will cover the most common mistakes that companies are making with their content marketing strategies and provide simple solutions to solve the problem. You’ll learn:
How to know what type content you need
How to increase conversions
How to close the loop on content and lead generation
How much should you spend on marketing? THIS IS PROBABLY THE TOP QUESTION we get asked by businesses considering a marketing automation solution. Many companies feel lost: the internet has fundamentally changed buyer behavior, thereby requiring a new approach to sales and marketing. But how much should that new approach cost? What is a reasonable amount to spend? Download our free white paper to see what's right for your company.