Content marketing is critical for brands to drive visibility, awareness, and leads. According to the Content Marketing Institute, content marketers will spend about $18 billion on content this year alone. To make content marketing more effective, here are 6 things you didn’t know about content marketing that might surprise you.
Find the right people to help you produce amazing content
The most common mistake companies make with content marketing? Not having the right people in place to produce the content. The most critical aspect of content marketing is creating amazing, high-quality content. The content needs to captivate your audience and drive them towards your website. Your content marketing efforts are wasted if it doesn’t do those things. If you don’t have the right people to help create your content, you will have difficulty growing your business using content marketing.
B2B Content Marketing is Difficult and Time-Consuming
If you’re a B2B company, you might be thinking, “What? I’ve been doing content marketing for years!” B2B content marketing is a different beast than B2C content, and it’s much more complicated than it may seem. First, you have to identify your target audience, create buyer personas, create content for those personas, and then distribute that content to the right people. It’s a lengthy process and one that takes time to perfect. B2B companies often have to create a variety of content, such as webinars, eBooks, and white papers, in order to appeal to their target audience and drive them towards a particular product or service. It’s a lot of work that requires careful planning, and it can often take months before you see any results.
Content Marketing Tactics Aren’t Working
If your current content marketing tactics aren’t working, you need to change them. There’s no point in using the same old tactics if they aren’t helping you achieve your goals. If you do not see results from your content marketing efforts, there are a few reasons why this may be the case. First, you might be targeting the wrong people. You have to know who your ideal customer is in order to reach them. You might also use the wrong content type for your marketing strategy. Different types of content are best for different situations. For example, infographics are great for visual learners, while white papers are best for people who want more in-depth information. Or perhaps, you need to use a professional copywriter to capitalize on those keywords to increase traffic to your website.
B2B companies are falling short in their content marketing efforts
According to a study by the Content Marketing Institute, the majority of B2B companies are falling short in their content marketing efforts. While most companies plan to increase their content marketing efforts, they’re not following through on their plans. As mentioned previously, B2B content marketing is complex, and most companies aren’t prepared for how long it truly takes to master the art of content marketing. If you struggle to increase your content marketing efforts, you may need more time, staff, or money to achieve your goals. Alternatively, you might need to rethink your strategy and focus on content for a different audience.
People are consuming more content than ever before, and it’s becoming increasingly difficult to stand out from the crowd.
People are consuming more content than ever before. In fact, people consume around 10 times more content than they did just a decade ago. This doesn’t necessarily mean that people are reading more, but they’re exposed to more content overall. As more and more brands come online and start creating content, it becomes increasingly difficult to stand out from the crowd. You have to ensure that your content is exceptional, valuable, and compelling enough to drive people towards you. If your content sucks, your brand is forgettable. If your content is exceptional, your brand is memorable.
Consumers are more likely to buy from brands they know through content marketing
Regarding online purchases, 68% of consumers prefer to buy from brands they know. This means that if your company doesn’t show up in search results, you don’t have a chance of making sales. Content marketing is the best way to show up in search results and build brand awareness. You can do this by creating blog posts related to your industry, creating informational or how-to posts that show your expertise, or by producing videos that educate your audience. The more content you create, the more likely people will see it. This is why it’s so important to have a consistent content marketing strategy. While one blog post every month won’t be enough to drive brand awareness, one blog post per day is likely too much.
These are just a few things you didn’t know about content marketing that might surprise you. Content marketing is a critical tool for brands to drive visibility, awareness, and leads, but it takes a lot of work and time to master. If you’re struggling with your content marketing efforts, consider hiring a pro to help you.