Choosing Content Marketing Tactics
The adage, “it takes all kinds to make the world go ‘round” doesn’t just apply to the physical world—it applies to the digital world and to content marketing, too.
Consumers have strong and differing opinions about what kind of content they like to consume, what kind of media they prefer, and which marketing tactics appeal to them. Chances are, at least some portion of your target audience will be interested in various content types: white papers, video, articles, graphics…the list goes on.
Consumers have adapted with technology: they’re online 24/7 viewing, listening, reading… consuming anything that will make their life, their job, or the task at hand easier. It’s up to B2B marketers to meet these consumers where they are, with content that will engage them.
You’ve probably heard that multiple touch points are needed to reach your busy audience (who are inundated with messages from your competitors as well). The disappointing reality is that it’s tough to get, keep, and nurture the attention of your audience.
Let’s talk tactics. How do you attract and engage prospective customers? Which of these methods do you use?
· Articles and blog posts
· Social media
· Email marketing: eNewsletters, announcement campaigns
· Case studies
· White papers
· Third-party content
· Research reports
Because different people consume content in different ways, you need a healthy mix of many of these tactics to appeal to your audience.
A good starting point is to figure out what works best for your B2B peers. The following two resources illuminate B2B marketing trends:
· B2B Content Marketing 2014 Benchmarks, Budgets and Trends – North America provides great insight into the current B2B marketing landscape. Did you know that 93% of B2Bs use content marketing, or that infographics are experiencing the largest year-over-year increase of all content marketing tactics?
Content Marketing Institute & Marketing Profs, “B2B Content Marketing 2014 Benchmarks, Budgets and Trends – North America”. Read the full report here.
· Content Marketing – Tactics and Best Practices is an index of 30 different tactics, complete with definitions, analysis, tips and tricks. How many of them are you using?
It boils down to this: you need to diversify your message. Make it available in as many places as you can, in as many formats as you can (this is no easy task, given most companies’ tight budgets). Repurpose content to give it a longer lifespan. Try promoting the same piece of content through social, email, and PPC. If you don’t get a strong response, start tweaking your titles, subject lines, or send times, and see if you get higher engagement.
The first step is getting started—what are you waiting for?