At Greentarget, we believe in the value of providing quality content as a part of an overall B2B marketing strategy. As part of that passion, we attend conferences about content marketing, follow thought leaders who blog about the topic, stay up-to-date on the latest research, and write about it ourselves. Here are five of our favorite content strategy insights straight from our blog.
Opening a session with the remarks, “Content is a sh#tty business,” Jeff Jarvis, author of “What Would Google Do?” got his audience’s attention. He challenged his PR peers to focus on building relationships and obtaining insights about clients. This doesn’t mean PR folks should avoid the business of content, but content must become a part of a process to gain those important insights.
In October, the Content Marketing Institute (CMI) released the findings of its 2014 B2B Content Marketing survey, to the delight of content marketers everywhere. In addition to the plethora of useful stats around content marketing—such as 73 percent of content marketers are producing more content than they were a year ago— the survey also found what makes up the most and least effective content marketers.
When taking on content marketing, marketers want to sidestep any pitfalls along the way. Greentarget scoured the research and came up with five common content marketing traps to avoid, such as overlooking the need to actively curate content and emphasizing quantity over quality. Check out our infographic, “5 Common Content Marketing Traps,” to read about the rest.
Research shows that business decision-makers read blogs, watch videos or listen to podcasts. So it’s no surprise that more and more companies are recognizing the value of providing valuable content. But it’s important that their marketing departments recognize the best ways to deliver it—and that includes incorporating a strong editorial strategy as part of their overall marketing efforts.
The secret to the success of content marketing lies in great leadership and attention to detail. And some experts believe that means hiring a senior level content strategist. Communications consultant Barry Lowenthal wrote that a company’s content strategist should be at the VP level, reporting to the chief marketing officer, and must possess the ability to evangelize the importance of content in driving business results.
Content marketing is becoming a staple in the toolbox of B2B marketers. By knowing the facts about content marketing’s place in organizations and understanding now what makes a strong content strategy – marketers will be on the path for success in 2014 and beyond.