Surviving in the Content Jungle
These days, while clicking through the pages of technology and marketing sites, you are likely to stumble across more than a few infographics and blog articles on how much data is being created every second. The instant I finished reading this entertaining but cynical SlideShare post I was left overwhelmed and anxious: 72 hours of videos uploaded to YouTube every minute; 300 million photos posted to Facebook every day; 400 million tweets per day… and it’s only the breaking dawn of data explosion.
I don’t know about the other 100,000 viewers of this post, but the immediate question that came to my marketing mind, given the varying quality and mass quantity of the content out there, was ‘How can I make sure that my content doesn’t get buried in the noise?’
It’s a content jungle!
Hubspot’s 2013 State of Inbound Marketing Annual Report found that nearly 60% of marketers have adopted inbound marketing strategies and that budgets have grown nearly 50% in each of the past three years. Given the current trends in B2B marketing, it seems it won’t be long before the whole world and his dog start launching content programs. It all makes the content battle even fiercer.
B2B marketers are constantly competing for the attention of their target audiences of professionals who are constantly needing to sort the wheat from the chaff in order to stay focused on executing their jobs successfully. This is why creating top-notch content programs is more important than ever as it is crucial to engaging those most likely to say “yes” to a call from your sales team.
On the other hand, substandard content can make it hard to retain that audience, a price that small brands cannot afford to pay. Modern marketers are familiar with this grim scenario: You have spent hours in a meeting room to get away from everyone else in the open plan office so you can down your coffee and concentrate. The end result was worthwhile, you thought, however anti-social the sacrifice might have been. Yet you can’t quite figure out where it all went wrong; somehow, the content is just sitting on your website and not drawing any traffic.
With the number of educational white papers, slide decks and infographics generously providing theories and methodologies on how to do content properly, it’s likely that you already have a fairly good idea. But what is the secret to creating killer content?
Survival tips BrightTALK marketers use to be successful
Top-quality speakers and content ensure audience growth
BrightTALK invites the best minds to present at BrightTALK events, and industry leaders from NASA, Google, Cisco, JP Morgan and hundreds of top influencers have shared their knowledge. By insisting on top quality content, BrightTALK attracted 500,000 new users in 2012, growing the platform’s subscriber base to over 1.3 million professionals.
Customer intelligence is key
BrightTALK understands the importance of customer insight, including stage in the buying cycle and engagement level. The integration of marketing automation, CRM and business intelligence tools produces sufficient amounts of workable data. This data then forms a solid foundation for backing audience analysis and dictating decision-making.
Reflect the understanding of your audience in your messaging
Assuming that the customer insight is in place, are you addressing their pain points and offering solutions, or are you merely preaching with a sales pitch? Andy Wiggans, EMEA Sales Director at BrightTALK, advocates for “selling value before talking money” and believes that all business conversations should begin with “What can I do for you?” This applies to marketing messages as well.
Rich media format elevates engagement level
Webinars and videos empower BrightTALK to engage the target audience with new ideas and in a richer and more visual way. The audio-visual relevancy of this medium is said to help us remember up to five times more content than text-based assets. Therefore, repurposing your existing content into a rich media format will be ultimately rewarding.
Prolific production drives traffic and produces marketing-qualified leads
Producing content on a regular basis is key to driving inbound leads and keeping them active. In 2012 BrightTALK hosted 15,000 webinars, equivalent to 60 webinars per day, creating a growing ecosystem of professional knowledge. With an average of 200 registered viewers per webinar the total number of viewings reached 3 million.
The lead data captured from this program was integrated into CRM and marketing automation systems, providing the marketing and sales teams with actionable insight. Similarly, BrightTALK Channel owners also have access to the same type of workable audience data to enable their own demand generation efforts.