I had the opportunity to attend an excellent presentation on content marketing by Michael Brenner, vice president of marketing and content strategy at SAP. Content marketing is experiencing astronomical growth the last two to three years, with no slow down in sight. Some of the frenzy over content, however, seems to have the feel of chasing the latest shiny object for brand marketers.
Is there a decent ROI when it comes to content marketing? I believe there can be, but it’s going to take some growth and practice to really hone in on everything that well done content marketing can offer.
For instance, in order to be most effective, Brenner correctly pointed out that content needs the following:
- Simple answers to relevant questions
- Consumer-centric focus
- To be more visual consumable and “snackable”
- Emotional messages (these are twice as effective as promotional messages)
- Focus on helping on the customer
- Entertainment value as well as information
Mark Schaefer’s recent post about Content Shock had some truth to it. Content production is increasing so dramatically that it will reach a tipping point, if it hasn’t already. The vast supply of content means is will be tougher to break through the noise for most marketers and reach their audience. Those that succeed will have one of two things 1.) Really deep pockets to promote their content, or 2.) Excellence in producing the best content that breaks through the clutter.
Succeeding in content marketing is a tall order for sure, but it can be done. Points like the ones above are just the start, so much more goes into creating really great content that gets noticed and drives action. What would you add to the list?
Survey 10 different organizations about how they make decisions and no doubt you’ll get 10 very different approaches. This is understandable. Differing organizational cultures need differing processes that fit the organization.
To be most effective, however, business decision making needs a strong element of balance.
For some organizations, decisions are made too quickly, with not enough information and little staff involvement. This often leads to poor, ineffective and costly decisions.
For others, the problem is just the opposite. The process is very long, with overwhelming amounts of information and too many people involved. This leads to unresponsiveness, lack of innovation and missed opportunities.
The best decisions start with clearly defining how the decision will be made, including:
- Who should be involved?
- What is right data or research to be gathered?
- How much time is realistically needed?
By starting with evaluating how decisions are made, that will be a great first step in deciding wisely.
Excellent summary of some of the points of distinction when it comes to B2B marketing. The point about opportunities for greater depth in reaching the target audience is right on the money.
Originally posted on Moebius Ink:
Last week, Marketing Profs and TopRank published an excellent “this is not your father’s B2B” eBook (thank you!) with 33 tips from top marketers (now embedded below) on how to bring innovation to the classic world of B2B marketing. I’ve whittled it down to what I think are the strongest TOP 5 themes.
First, there is a crucial message woven into the eBook that is increasingly important and impossible to ignore:
#1. “B’s and C’s are People (and people love a good story),” via @davidbthomas.
Multiple thought leaders in the eBook emphasized (and re-emphasized) that whether you’re labelled B2B or B2C, the bottom line is we’re all people and need to be approached as human beings for greatest success. I’m not saying you can simply take an idea from the Skittles Facebook page and apply it to your latest Big Data pitch. But I am stressing that businesses don’t…
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