All your content needs taken care of...
Tutorials and tips about Content and Video Marketing.
The above video was provided on this site.
We hope you found the above useful or of interest. You can find similar content on our main site: superspunarticle.com/blog
Please let me have your feedback below in the comments section.
Let us know which subjects we should cover for you in future.
Yet another post from Kapost. Probably among the most helpful sources of info available.
As our ability to collect data grows, so do the different ways we can measure content marketing strategy performance. With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why.
Email metrics are a great example. For years, we’ve measured opens and clicks, deliverability and unsubscribe rates. Each of these metrics feeds into a narrative, but we often assess success by viewing them as standalone numbers.
If you get a 40% open rate, do you consider your email a successful send? Don’t say yes just yet.
A well-crafted email is designed to do one thing: get the recipient to take you up on its call to action (CTA). If your open rate is 40%, but your click-through rate is 5%, how successful is your email now? If you sent to a list of 1000, this means 400 people opened it, but only 20 people were interested or curious enough to follow your CTA.
According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above.
It’s hard to inform anything about your content marketing strategy with such low results. Yet, we seem content to continue to send email campaigns with mediocre performance. We’ve accepted that outcome since it’s the norm—it’s good enough. We pat ourselves on the back if we beat the benchmarks, even though the response rate is still dismal.
Well, it’s not good enough.
But, let’s pull the narrative thread a bit further. What happens next for the 20 people who clicked on your CTA?
Measuring individual clicks doesn’t tell enough of the story for a complex B2B buying journey. We need to focus on pathways and progression to use data to inform our content marketing strategy.
Depending on whose research you believe, anywhere from 60% to 90% of your content can sit unused.
We tend to look at content as standalone assets and evaluate performance in a vacuum, cherishing those assets that perform well and discounting those that don’t. But there’s more to consider. We need to look at content metrics that reflect how well our content is at playing nicely with other content. In essence, how good it is at guiding progress—becoming a conductor for engagement and intent.
Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. Given the quantity of content it takes to drive a B2B purchase decision, we’ve got to evaluate our content marketing strategy based on much more than standalone views and popularity.
A content marketing strategy is a documented process for using content to achieve a business goal.
Let’s take an example (fictional) of a premise statement for a content marketing strategy:
We’ll create and share content with Controllers in enterprise companies that enables them to learn how modern processes and tools can help their accountants shorten time to close—monthly, quarterly, and annually—and do so accurately and reliably.
This statement includes the target audience, the “what” we will help them learn, and the result they will get from the information.
When you look at the body of content you’ll develop to achieve this goal with this specific audience, it becomes easier to define the content metrics that inform your content marketing strategy.
Once you have a premise or goal in place, then determine what your audience will need to learn to achieve that goal. Identify which questions you’ll need to answer at each stage of their learning and how you can use that content to create meaningful, connected experiences that signal intent as they cross buying-stage thresholds.
How much engagement is your content achieving? Evaluate your content’s relevance to potential customers with:
How many assets (of those made available on the page) are buyers also engaging? Consider:
How many engaged buyers are also sharing this content? Determine how well your content resonates based on:
How many rich interactions is your content generating? Ask yourself:
While it’s good to evaluate the contribution each content asset makes to the performance of your content marketing strategy, it’s more important to measure its impact as a part of the whole against the premise you’ve set.
If one asset isn’t performing well, it could inhibit the use of other content that it leads to. Perhaps the question that piece of content answers isn’t valid. Maybe a new question or alternate perspective could be more engaging. Switch it out. Change up the links if they’re not performing.
Orchestrating progression is a key goal. This won’t happen with one content asset—at least not to the extent needed to produce a profitable B2B customer relationship, which is the ultimate goal of a content marketing strategy.
Flipping content metrics from what you want to achieve to what your audience wants to achieve makes much more sense for informing content marketing strategy. It’s not really about clicks and views, but about what the culmination of those clicks and views will help your audience to achieve with your help. Take your marketing strategy to the next level and create a content operation that delivers results.
********************************************************************
Hope you valued the info that they shared.
Leave us your views below, share a short comment.
Let us know which topics you want us to cover in our articles.
********************************************************************
Source: RSS-Masher-Kapost|RazorSocial|Curata
This video was put together by Shane at Thrive Themes. Great content as usual!
********************************************************************
Hope you found the video helpful that they shared.
Share your views down below, just a quick comment will do the job.
You can also let me know what topics you want covered in the future.
********************************************************************
Another posting posted by Kapost. Almost certainly among the most helpful sources of information and facts online.
It’s crucial that companies bridge the gap between marketing and sales functions. But few organizations are in a position to connect the dots effectively. For one, data often exist in silos: different teams have different ways of measuring success.
A common disjoint happens when marketers’ measure success with top-of-funnel metrics and sales teams measure performance in terms of dollars earned. It’s hard to see all the steps that occur in between.
What types of customers are driving sales? How long are typical transaction cycles? What messages are resonating during sales conversations? What are important details to bring up during discussions with prospects—and when?
Content can play a critical—yet not-so-obvious—role in answering these questions. The key is to build your content program with a structure: focus on how resources like blog posts, guides, and videos make conversations between marketing and sales more efficient.
Here are three simple steps you can take to accomplish this goal:
Marketers and sales teams can work together to build a set of criteria that describes the ideal customer. What are their organization sizes? What budget do they have on hand? Who is the target buyer within that company, and who is that individual’s reporting manager?
After defining these criteria, you can build the information into your contact form. Collect data to understand the traits of the people you’re reaching.
Let’s say that you’re on the marketing or sales team for an advertising tech company. Certain customers will be more profitable to you than others. One way to screen for these customers is to ask for a budget range. You could also screen customers by web traffic or referral source. This perspective will help sales teams focus on their highest value prospects. This metric will help marketers narrow down programs to devote their time and attention.
In our 2018 Marketing-Sales Alignment Benchmark, we found:
“Soliciting ideas from other departments doesn’t mean being ticket-takers. Establishing a process for receiving and evaluating content suggestions from salespeople and others gives marketers a formalized way to accept or reject ideas.”
Content offers more than a reading experience. Sales team members talk to many prospects in a day. These conversations can easily become exhausting. Content plays a critical role in keeping conversations informative and interesting. Given that people enjoy doing business with fellow humans, these interactions can be the deciding factor of whether or not your customers decide to work with you.
But survey research from Kapost has found that just 33% of marketers report knowing what content sales teams. Imagine how much more efficient marketing teams would be if this percentage were higher. Less time would be spent creating content that’s irrelevant.
Ongoing conversations with sales teams yield better processes for planning. Your content will perform better if you’re in tune with conversations that sales teams are having with prospects.
This means being more visible in strategic conversations. Marketers need a strong presence.
Researchers have found that marketers with visibility are three times more likely to strongly agree that their marketing and sales teams are closely aligned, and 58% of marketers are more likely to report that they know what content the sales team would like them to create.
This is important, given that 68% of marketers in the Kapost survey believe that sales isn’t using marketing content to its full potential.
Content is most valuable when it furthers a sales conversation.
The key is to create content around time-sinks and bottlenecks. This process will ensure that sales teams focus their conversations on prospects with the highest transaction potential. Content helps companies build relationships before buyers get in touch with your business.
“Marketing has to earn the right for sales to have a conversation, and they do that by more personalized and relevant marketing experiences,” says Seth Lieberman, CEO and founder at SnapApp. You can’t sell anything to anyone anymore; you have to make them want to buy. You start by earning the prospect’s trust; then you end up earning the trust of your sales team.”
Build content that’s relevant to your sales process. Every dollar that you spend needs to build up to a program that moves conversations to an end-goal.
Sales and marketing alignment is critical to customer experience. With these steps, you can work your way closer to building positive interactions with customers that have consistent messaging and seamless transitions between marketing and sales.
What about other teams? We wanted to know what alignment looks like across fellow B2B marketers, so we went straight to the source.
Check out the full benchmark to see how alignment actually is affecting your colleagues.
Hope you found that useful info that they shared. You’ll find similar blogposts on our main site: https://superspunarticle.com
Leave us your views below, share a short comment and let me know what subjects you would like us to write about in upcoming blog posts.
New post freshly published by Kapost. Probably one of the best suppliers of info.
With SiriusDecisions reporting that as much as 70% of B2B content goes unused, what steps should marketers take to ensure their content hits its targets for the month and the quarter?
We have some simple (and free) templates that can help with the planning, creation, distribution, and analysis of content-based projects.
First, you’ll want to do a content audit to understand what assets you have and where your gaps occur. Oracle’s Pawan Deshpande provides some questions to ask when doing a content audit of your website:
Next, look beyond your website at marketing assets that address each stage of the customer journey—be they eBooks, blog posts, white papers, landing pages, emails, infographics, or videos. Kapost’s 10 Essential Marketing Templates offers a simple “Content Audit Framework” you can use to conduct a content audit.
There’s a German proverb that says, “What is the use of running if you are not on the right road?” With CMI revealing that only 41% of B2B marketers report that their organizations have clarity on content marketing success, developing a core strategy and sharing it with key cross-functional stakeholders is vital. You’ll also want to ensure your core messaging is aligned with this strategy.
To break this process down into manageable parts, Kapost has a handy “Classification Worksheet” that you can use to map your content assets in terms of theme, goal, channel, buyer persona, buying stage, geography, and product.
Next, you may find it useful to create an outline that organizes launch plans and informs your team about campaign expectations. Our “Campaign Outline” template can easily be altered to the needs of each campaign. It’s also a great tool for planning how to succeed with re-purposed content.
For a deeper dive into getting started with re-purposed content—and why, when done correctly, it does not incur a Google penalty—Neil Patel’s post on the subject includes some great pointers and data-driven case studies.
Internal content activation is essential for external engagement. Docurated has found that 31% of sales reps’ time is spent searching for or creating content (rather than focusing on selling) and much of this content does not get used. To ensure that marketing content is relevant and available, it is important to track how and when your content is being used.
To keep on top of internal engagement, consider tracking internal views of assets, downloads, and shares that drive referral traffic. Our 4 Simple Marketing Templates download provides a “Content Activation Insights Dashboard” that will help ensure your content is relevant and accessible.
Today, many companies have generated a flood of content, only to find that these assets can quickly become overwhelming and unmanageable. This causes teams to retreat into inefficient silos that lack integrated planning.
Kapost’s “Company Priorities” checklist helps teams align company and marketing priorities.
Winston Churchill said it best: “However beautiful the strategy, you should occasionally look at the results.”
For B2B marketers, measuring reach and engagement of content should go beyond clicks or shares to extend across marketing channels, including buyer personas at each stage of the buyer journey. Our “Content Conversion Insights Dashboard” can help.
Knowing your KPI’s will impact the bottom line. According to the Aberdeen Group, “best-in-class” B2B marketers are three times more likely to be able to track a piece of content to revenue, allowing them to know exactly which content drives conversions.
“They prioritize building an environment where every piece of content can be evaluated not on the creative, but on its revenue contribution to the organization. The results? Time and money saved with an increased impact on the business, thanks to a more targeted, measured approach.”
These free templates are intended as a starting point for developing and measuring content strategy. Our eBook The Simplified Guide to B2B Content Strategy, explores these topics in more detail and also delves into building timelines, establishing workflows, leveraging influencer marketing, and social strategy.
The end goal is simple: ditch the content chaos and develop a strong, efficient, and successful marketing strategy.
********************************************************************
Hope you valued the info that they shared.
Leave us your reaction below, leave a comment.
Let me know what topics you want covered in up coming posts.
********************************************************************
Source: RSS-Masher-Kapost|RazorSocial|Curata
First posted by Lisa on YouTube