B2C Content Marketing Strategy_Prepare1 Image
Does your organization have a content marketing strategy?

Would you like to know what other B2C companies are doing?

What elements should I include in a content marketing strategy?

There is an increasing demand for content among marketers, but how can you ensure that your content marketing strategy is effective?

It’s impressive that 76% of B2C marketers use content marketing this year, but only 28% of them rate their efforts as effective. Compared to 89% of B2B marketers who use content marketing and 29% of them rate their efforts as effective. 

How do you bridge such a big gap then between the planning and the implementation and what makes your content marketing successful?

  • The problem: Most of us B2C marketers — I’m looking at you — are doing content marketing without a strategy. That’s a problem. Just like their B2B counterparts.
  • The solution: We need strategy to guide our B2C content marketing. Strategy is the solution.
  • The point: I’m going to tell you how to develop a strategy. It’s not hard.

If you’re not doing content marketing, you’re in an awkward and kind of lonely position.

But it’s not good enough to simply be doing content anymore. If that were the case, then everyone would be succeeding at content marketing. Quite obviously, that’s not happening.

Here’s a few holistic stats when it comes to content marketing:

‌• 60% of marketers create at least one piece of content each day.

• Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

‌• 78% of CMOs believe custom content is the future of marketing.

Content marketing is not just a buzzword, it’s a hugely effective marketing strategy. MarketingSherpa used content marketing to increase their blog traffic by 232% and Buffer’s stats show that publishing useful content regularly has a major impact on the company’s finances.

With that success, it’s no wonder that, according to the Content Marketing Institute, “86% of B2C marketers use content marketing and 55% of B2C marketers plan to increase content marketing spend next year.”

B2C MARKETERS OPINIONS ABOUT CONTENT MARKETING

86% of marketers’ believe content marketing is an important component of their organization marketing program. 88% of B2B marketers’ believe content marketing is important.

Yet only 52% of the marketers believe that leadership gives them the ample time to produce high quality content. It’s the same 52% for B2B marketers.

B2C Marketers Opinion Content Marketing

 

WHAT IS STRATEGY IN B2C CONTENT MARKETING?

“Strategic” is one of those business buzzwords that become part of our everyday business speak. The problem is that we’ve lost touch with what strategy really is, and what it looks like.

In content marketing, strategy is about going back to the basics while at the same time looking ahead to the ultimate objective of content marketing

We’ve got a pretty good grasp on the big idea of content marketing. What we need more is a way to pull it all together into a cohesive and focused strategy.

What’s in a strategy?

Strategy is about going back to the basics.

Answer the Big Questions

  1. Why do you do what you do?
  2. Who are you?
  3. Who are you reaching?
  4. What are you trying to accomplish?

From these questions, you’ll be able to develop a strategy that will get results.

Why you business should start with WHY!

Identify your buyers

A great content marketing strategy starts by taking into consideration its audience, understanding the expectations it has to meet.

It may be a good idea to answer these questions first:

  • Do you know your target audience?
  • What do they expect from your content?
  • How should you interact with them?
  • How do they interact with each other?
  • What motivates them for their buying decisions?

What is your audience looking for? To be a successful B2C content marketer, you need to figure out what your audience wants. Finding them is easy, but working out what keeps them awake and why they visit certain sites is the issue.
Identify topics

Let me make it a bit easier: all consumers are looking for solutions to their problems. Figure out what those problems are and you can target your content marketing.

It’s not always easy to come up with a consistent flow of creative ideas, but an analysis of your target audience, the success of your existing content, or a closer look at your analytics may help for numerous content ideas.

The first tip is to think like your target audience, in order to be able to produce the right content for each stage.

  • What would your audience like to read?
  • What topics are useful for each stage of the purchase path?
  • Does your content answer the right questions?
  • Are your topics aligned with your company’s wider strategy?

You may get many useful answers by asking the right questions and both your co-workers, your audience and many online tools may be extremely helpful.

CREATE CONTENT

What is Content?

In web marketing, “content” simply means a piece of information that’s available electronically. As a rule of thumb, good content should be interesting, challenging, entertaining and worthwhile. Otherwise, the producer (writer) has wasted his or her time.

Content creation is concerned with the research and production of different types of content that will attract a definite audience.

On the other hand, content marketing is also about using the best tools out there (like the social networks) to promote your valuable content, in order to attract and retain customers.

Content curation is an integral part of content marketing too, which is why you need a great editorial calendar. Hundreds of thousands of great pieces of content never get seen and read. If you can find those great types of content and make it easily accessible to your target audience, while adding your own unique flavor to it, you’ll stand out.

Once you have analysed your audience and have identified the best ideas, it’s time to proceed to the actual creation of the content.

A great content is a combination of value, relevance and visual appeal, along with proper formatting and length, depending on the stage of your B2C content marketing strategy, your audience and the expectations.

It is also important to prepare a good mix of content, including..

  • Blog posts
  • Videos, including LIVE Video
  • Infographics
  • eBooks
  • Visual quotes
  • GIFs
  • White papers
  • Podcasts
  • Behind the scenes

Various types of content ensure that your audience maintains its interest in exploring your new content.

Key Elements of B2C Content Marketing

The ultimate goal of B2C content marketing is to capture leads, as well as to nurture and convert prospects to loyal and repeat customers. To do that, you must include the four Ps of marketing:

  • Product
  • Place
  • Price
  • Promotion

Related to that, Masterful Marketing outlines the fundamental elements of a B2C content marketing campaign.

  1. Product driven: You can’t make it as a B2C content marketer without a viable product. Whether your product is tangible (like a watch), downloadable (like short reports, white papers, e-books), or digital (software, plugins, tools, etc), you need a relevant product to promote to your target consumer.

2. Design and user experience: Design is another core element of an effective B2C content marketing campaign. In today’s competitive market, design affects user experience. In fact, design is marketing.

3. Large target market: According to Emarketer, B2C eCommerce sales were expected to reach almost $2 trillion in 2017, primarily due to the expansion in online and mobile users. Since there are more individual consumers than businesses, it’s a great opportunity to reach lots of people.

4. Emotional buying: As I mentioned earlier, emotions are an important part of B2C content marketing. Masterful Marketing says that the emotional buying decisions of your consumers are based on status, desire and price.

In fact, experimentation with new content types may lead to surprisingly good results, which may even make you reconsider your content strategy, adding new creative directions that may turn out to be more effective.

B2C EFFECTIVENESS OF CONTENT MARKETING

B2C Content Marketing Effectiveness

 

Let’s start with some ups as in increases in percentages YOY ( 2016 to 2017.)

  • 73% of B2C marketers say they will produce more content in 2017 than they did in 2016.
  • 42% of B2C marketers say they will increase spending on content marketing over the next 12 months.
  • 70% of B2B marketers say their organization’s overall approach to content marketing is somewhat or much more successful compared with one year ago.
  • 40% of B2B marketers reported they have a documented content strategy (a 12% increase over the 28% reported on in the 2016 report).

One of the biggest mistakes I see with businesses are marketers who aren’t committed to content marketing. Like many things in life, you can’t be “kind of in” and expect good results.

One of the best ways to commit is to write down your strategy – and refer to it often. And, part of your strategy should include how you are going to help your customers in a way that no one else can (this is your content marketing mission).

PRIORITIZING B2C MEASURABLE OBJECTIVES

The first step in building a B2C content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.

B2C marketing plans often include both qualitative and quantitative objectives. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities.

B2C Measurable Objectives

B2C Content Marketers' Metrics

Comparison of tactical activities vs measurable results

Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. For example, if you are attracting and opting in lots of active prospects than you priority should be:

  1. Qualifying their sales readiness.
  2. Nurturing their engagement with your subject matter expertise.
  3. Attracting and acquiring new prospects.

If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. Either way, it is crucial to prioritize your marketing objectives. Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives.

Source: Content Marketing Institute

Conclusion

Preparing your B2C marketing strategy is about optimizing time and time again. To make the most of it, use a combination of articles, blog posts, videos, infographics and podcasts, which Blue Glass calls a “multi-channel content marketing strategy.

Furthermore, when your business grows your needs are going to change. Any strategy you come up with should have the capacity for scaling. Effective scaling will ensure that you can continue to increase revenues while meeting the needs of your target market.

Strategy. It’s elusive. It’s mysterious. And it’s all but disappeared from many B2C content marketing initiatives.

It’s time to bring strategy back.

Content marketing is all about strategy and trends. Strategy can go beyond the three basic questions. The best content strategies that I’ve seen are those that are innovative, different, and evolving with a shifting audience.

At the very least, I challenge you to create and define a strategy. The current state of content marketing is such that you’re not going to succeed by just doing it. You’re only going to succeed by strategizing.

About Blair

 5 Golden Rules for Sharing on Social Media

Blair Evan Ball is a Social Media Coach and founder of Prepare1, a company that works with businesses, individuals and non-profits. He is a former executive with a Fortune 50 company, and his national division did $1Billion+ in sales annually.

Blair has written three e-books: Facebook for Business Made Easy, Facebook Pages for Business Made Easy, and WordPress Blog Setup Made Easy.

Blair also educates, trains entrepreneurs and business professionals how to amplify their brand, increase revenues, and raise more funds.

 5 Golden Rules for Sharing on Social MediaThe Race is ON! | PREPARE | Get into the Game and WIN!

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B2B Content Marketing Strategy_Prepare1 Image

Does your organization have a content marketing strategy?

Would you like to know what other B2B companies are doing?

What elements should I include in a content marketing strategy?

There is an increasing demand for content among marketers, but how can you ensure that your content marketing strategy is effective?

It’s impressive that 89% of B2B marketers use content marketing this year, but only 30% of them rate their efforts as effective.

How do you bridge such a big gap then between the planning and the implementation and what makes your content marketing successful?

  • The problem: Most of us B2B marketers — I’m looking at you — are doing content marketing without a strategy. That’s a problem.
  • The solution: We need strategy to guide our B2B content marketing. Strategy is the solution.
  • The point: I’m going to tell you how to develop a strategy. It’s not hard.

If you’re not doing content marketing, you’re in an awkward and kind of lonely position.

But it’s not good enough to simply be doing content anymore. If that were the case, then everyone would be succeeding at content marketing. Quite obviously, that’s not happening.

Here’s a few holistic stats when it comes to content marketing:

‌• 60% of marketers create at least one piece of content each day.

• Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

‌• 78% of CMOs believe custom content is the future of marketing.

B2B MARKETERS OPINIONS ABOUT CONTENT MARKETING

88% of marketers’ believe content marketing is an important component of their organization marketing program.

Yet only 52% of the marketers believe that leadership gives them the ample time to produce high quality content.

B2B Marketers Opinion About Content Marketing

 

 

 

 

WHAT IS STRATEGY IN B2B CONTENT MARKETING?

“Strategic” is one of those business buzzwords that become part of our everyday business speak. The problem is that we’ve lost touch with what strategy really is, and what it looks like.

In content marketing, strategy is about going back to the basics while at the same time looking ahead to the ultimate objective of content marketing

We’ve got a pretty good grasp on the big idea of content marketing. What we need more is a way to pull it all together into a cohesive and focused strategy.

What’s in a strategy?

Strategy is about going back to the basics.

Answer the Big Questions

  1. Why do you do what you do?
  2. Who are you?
  3. Who are you reaching?
  4. What are you trying to accomplish?

From these questions, you’ll be able to develop a strategy that will get results.

Why you business should start with WHY!

Identify your buyers

A great content marketing strategy starts by taking into consideration its audience, understanding the expectations it has to meet.

It may be a good idea to answer these questions first:

  • Do you know your target audience?
  • What do they expect from your content?
  • How should you interact with them?
  • How do they interact with each other?
  • What motivates them for their buying decisions?

Identify topics

It’s not always easy to come up with a consistent flow of creative ideas, but an analysis of your target audience, the success of your existing content, or a closer look at your analytics may help for numerous content ideas.

The first tip is to think like your target audience, in order to be able to produce the right content for each stage.

  • What would your audience like to read?
  • What topics are useful for each stage of the purchase path?
  • Does your content answer the right questions?
  • Are your topics aligned with your company’s wider strategy?

You may get many useful answers by asking the right questions and both your co-workers, your audience and many online tools may be extremely helpful.

CREATE CONTENT

What is Content?

In web marketing, “content” simply means a piece of information that’s available electronically. As a rule of thumb, good content should be interesting, challenging, entertaining and worthwhile. Otherwise, the producer (writer) has wasted his or her time.

Content creation is concerned with the research and production of different types of content that will attract a definite audience.

On the other hand, content marketing is also about using the best tools out there (like the social networks) to promote your valuable content, in order to attract and retain customers.

Content curation is an integral part of content marketing too, which is why you need a great editorial calendar. Hundreds of thousands of great pieces of content never get seen and read. If you can find those great types of content and make it easily accessible to your target audience, while adding your own unique flavor to it, you’ll stand out.

Once you have analysed your audience and have identified the best ideas, it’s time to proceed to the actual creation of the content.

A great content is a combination of value, relevance and visual appeal, along with proper formatting and length, depending on the stage of your B2B content marketing strategy, your audience and the expectations.

It is also important to prepare a good mix of content, including..

  • Blog posts
  • Videos, including LIVE Video
  • Infographics
  • eBooks
  • Visual quotes
  • GIFs
  • White papers
  • Podcasts
  • Behind the scenes

Various types of content ensure that your audience maintains its interest in exploring your new content.

In fact, experimentation with new content types may lead to surprisingly good results, which may even make you reconsider your content strategy, adding new creative directions that may turn out to be more effective.

B2B EFFECTIVENESS OF CONTENT MARKETING

B2B Effectiveness of Content Marketing Strategy

 

 

Let’s start with some ups as in increases in percentages YOY ( 2016 to 2017.)

  • 70% of B2B marketers say they will produce more content in 2017 than they did in 2016.
  • 39% of B2B marketers say they will increase spending on content marketing over the next 12 months.
  • 62% of B2B marketers say their organization’s overall approach to content marketing is somewhat or much more successful compared with one year ago.
  • 37% of B2B marketers reported they have a documented content strategy (a 16% increase over the 32% reported on in the 2016 report).

One of the biggest mistakes I see with businesses are marketers who aren’t committed to content marketing. Like many things in life, you can’t be “kind of in” and expect good results.

One of the best ways to commit is to write down your strategy – and refer to it often. And, part of your strategy should include how you are going to help your customers in a way that no one else can (this is your content marketing mission).

PRIORITIZING B2B MEASURABLE OBJECTIVES

The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.

B2B marketing plans often include both qualitative and quantitative objectives. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities.

Comparison of tactical activities vs measurable results

Comparison-of-tactical-activities-vs-measurable-objectives

Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. For example, if you are attracting and opting in lots of active prospects than you priority should be:

  1. Qualifying their sales readiness.
  2. Nurturing their engagement with your subject matter expertise.
  3. Attracting and acquiring new prospects.

If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. Either way, it is crucial to prioritize your marketing objectives. Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives.

Source: Content Marketing Institute

Conclusion

Preparing your B2B marketing strategy is about optimizing time and time again.

Furthermore, when your business grows your needs are going to change. Any strategy you come up with should have the capacity for scaling. Effective scaling will ensure that you can continue to increase revenues while meeting the needs of your target market.

Strategy. It’s elusive. It’s mysterious. And it’s all but disappeared from many B2B content marketing initiatives.

It’s time to bring strategy back.

Content marketing is all about strategy and trends. Strategy can go beyond the three basic questions. The best content strategies that I’ve seen are those that are innovative, different, and evolving with a shifting audience.

At the very least, I challenge you to create and define a strategy. The current state of content marketing is such that you’re not going to succeed by just doing it. You’re only going to succeed by strategizing.

About Blair

 5 Golden Rules for Sharing on Social Media

Blair Evan Ball is a Social Media Coach and founder of Prepare1, a company that works with businesses, individuals and non-profits. He is a former executive with a Fortune 50 company, and his national division did $1Billion+ in sales annually.

Blair has written three e-books: Facebook for Business Made Easy, Facebook Pages for Business Made Easy, and WordPress Blog Setup Made Easy.

Blair also educates, trains entrepreneurs and business professionals how to amplify their brand, increase revenues, and raise more funds.

 5 Golden Rules for Sharing on Social MediaThe Race is ON! | PREPARE | Get into the Game and WIN!

 

{ 10 comments }

Make Epic Happen_Prepare1 Image

Would you like a positive change in your life?

What if I told you that you could make Epic Happen?

Are you ready to read something positive and uplifting?

We are living in truly amazing times. In our hyper-connected, hyper-local and increasingly global world of do-ers, makers, tinkerers, innovators, disruptors, and creators, now more than ever there are endless and expanding sets of collisions, connections.

Let me share with you a story of a friend of mine Stephen Ritz. Stephen became a school teacher over 30 years ago in South Bronx where he was raised. The poorest most destitute school district in the country where poverty and crime run rapid.

No body wanted to learn, but Stephen had a heart for [Continue Reading…]

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Three Successful Ingredients of Self Concept in Business

by Blair Evan Ball May 3, 2017

  Did you know that businesses also have a self concept? What do you think the components of the self concept are? From small business to large organizations, everyone and every division or group forms the self-concept. It is the overall personality of the people when they’re together, or when they think of themselves as […]

Read the full article →

Why Your Business Should Start With Why

by Blair Evan Ball April 17, 2017

Why do you do what you do? What makes employees and customers buy into you and your company? According to Simon Sinek, the fundamental difference between the “Apples” of the world and everyone else is that they start with “why.” Simon Sinek explores how leaders can inspire cooperation, trust and change. He’s the author of […]

Read the full article →

8 Tips for Better Live Video Broadcasts

by Blair Evan Ball April 13, 2017

  Thinking of going LIVE on Facebook? Wondering how to get the most out of your Facebook Live broadcast? With Facebook Live, you can show your expertise in real time, take people behind the scenes, and much more. THE RISE OF LIVE VIDEO A common denominator that unites all platforms is the goal of total audience […]

Read the full article →

How to Set Social Media Goals for Your Business and Career

by Blair Evan Ball April 5, 2017

Based on your current behavior, if researchers were to ask your coworkers what they thought your values, vision, mission, and purpose were, what do you think they would say in response? In other words, how do you think other people think and talk about you when you are not there? How do the people who […]

Read the full article →

Top 5 B2B Content Marketing Trends [Infographic]

by Blair Evan Ball March 29, 2017

What B2B content marketing do you create? Is the content as effective as you would like it to be? If you’re a B2B marketer who isn’t investing in content creation, you’re in the minority — 88% of B2B marketers surveyed by Content Marketing Institute and Marketing Profs said their organization used content marketing to further their goals […]

Read the full article →

Social Media Marketing Tips for Local Businesses

by Blair Evan Ball March 22, 2017

So many times I’ve heard businesses — especially small businesses — say that social media just isn’t for them. It takes too much time. They’re not sure where to start or how to keep it going. And besides, they should be focusing on actually running their business –not just posting pictures online — right? Wrong. […]

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Your Keywords Are Not What You Think

by Blair Evan Ball March 15, 2017

Are you familiar with keywords? Do you understand the importance to you and your brand in search? Those words or phrases that you input into Google or Bing to serve you results are keywords. LOCAL SEARCH – IT’s ALL ABOUT MOBILE Local search is critical for a local business. Optimizing for local search is important, […]

Read the full article →