3 Ways to Expand Your Content Marketing
As content marketing continues to evolve and new challenges emerge, it’s always interesting to take a look at how other marketers are shifting their strategies and what they’re prioritizing within their content marketing efforts.
As part of their State of B2B Content Marketing 2016 report, Regalix spoke with senior marketing professionals across the globe for their insights on how to run a successful content marketing program.
Based on their findings, we’ve identified three opportunities for you to advance your content marketing efforts. Are you taking advantage of these tactics?
While the survey showed that more content marketers are seeing the importance of mobile in 2016, just 3% of respondents say it will be an “indispensable” content format this year.
Unfortunately, this is a miss for many marketers. With more than 2.5 billion smartphones in the world, mobile friendly functionality is no longer an option; it’s a requirement.
Email consistently ranks as the most effective medium for content distribution, and 56% of emails are opened on mobile devices. It’s essential for marketers to leverage these channels in which audiences spend hours each day.
In spite of this, Regalix found that just 11% of survey participants said they had an exclusive mobile strategy. The good news, however, is that this is trending upward as more marketers adjust their strategies to adapt to their audience’s “anywhere, anytime” content viewing preferences.
Based on the reported objectives for content marketing in this survey, it’s easy to see (and no surprise) that content marketing is largely being used for pre-sales purposes — as marketing traditionally is. Specifically, the study found that the top three purposes for content marketing are lead generation, creating awareness, and building thought leadership, which is consistent with findings from similar studies.
Further down, building customer loyalty and advocacy rank as the sixth most important objective. This gap highlights an opportunity for marketers to expand their content marketing programs beyond demand generation purposes and use them to help support customer retention and loyalty.
As most marketers know, it costs five times as much to acquire a new customer than to retain an existing one. By continuing to support your clients with helpful content after the initial sales process, you can build loyalty and positively influence renewal conversations. Check out some of these expert tips if you’re looking to blend content and customer marketing.
The power of video in B2B marketing is well known: Nearly 80% of marketers are using the tactic as part of their content marketing efforts, and 87% of companies say its effectiveness is increasing.
In spite of this, just 16% of the marketers surveyed by Regalix consider video to be indispensable. This is a nice jump from 9% last year, but it’s somewhat surprising that more marketers aren’t seeing the unique value of video.
With 62% of B2B buyers using video to self-educate, it’s an excellent option to explore if you’re looking to better reach your audience, drive engagement, and increase content marketing ROI.
If you need help getting started, consider one of these highly effective video types:
- Customer testimonials
- Tutorial videos
- Demonstration videos
Even if you’re already employing one or more of these tactics, this type of data can be helpful to understand what’s working for your peers and benchmark yourself against others. Taking advantage of these hidden opportunities can help propel your business forward and differentiate you from your competitors.