Insights for Content Marketing
You’re a busy person. You’re running around, supporting the business, getting things done, making sure campaigns happen, and working diligently to accomplish your aims. You have a dozen irons in the fire at any time…and content marketing is a big piece of your job.
But it’s hard to do it well
According to the Content Marketing Institute, only 30% of B2B organizations say that they’re effective at content marketing.
Why is that?
Content marketing is different
With content marketing, you’re changing the way you’re perceived in the marketplace. You’re building awareness and consideration. You’re supplying a regular stream of content and collateral that’s intended to shift the conversation, build credibility, and ensure a long pipeline of continued success. It’s a long term process with dozens or hundreds of inputs that needs careful tuning and tweaking for best results.
But for continued success, you have to understand what’s working, what’s not working, and where your competitors are going. You need the big picture to optimize your results.
We’re here to give you insight
Some of our clients use us for strategic insight. We work to examine a part of their content marketing efforts so that knowledge informs strategy and efforts are aimed at results.
Our strategy work is confidential, but we can give you a sense of what we’ve done.
- Product audit and planning – for one client, we reviewed all their existing content for a single product line. We uncovered 84 pieces of collateral and content, 78% of which were obsolete. We worked with them to remove the clutter, identify content gaps and fill the sales funnel with appropriate content. After our work, Sales increased by 10%.
- Competitive assessment – for another client, we analyzing the marketing for six competitors. We were able to help our client target gaps in competitor marketing, avoid “me-too” claims, and focus their budgets and teams on low-hanging fruit. After this project, sales satisfaction increased dramatically.