B2B goes mad on content…but

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B2B goes mad on content…but

If the research findings by B2B Content Marketing Trends is anything to go by then content marketing has moved from buzz word to an absolute must have for B2B companies…  But there is a worrying trend emerging of using marketing automation to deliver content.

Based on the discussions and interviews I’ve had with companies who have been practicing thought leadership for a long time, their clients want more customized content – the direct opposite of automated content.

I’m not dismissing content automation.  I think it has a place with the right audience but be very careful you don’t devalue your content through your method of distribution.

Content marketing goals

The three key content marketing goals that were flagged by the 740 B2B Technology Marketers who responded to the survey were:

1. Content marketing = lead generation (68%)
2. Content marketing = thought leadership and education (50%)
3. Content marketing = brand awareness (39%)

These make a lot of sense and I was particularly pleased to see that thought leadership had the highest jump from last year – from 37% to 50%.

Content and thought leading content

In addition, 94% said they created their own content from scratch.

Brilliant! But the questions begging to be asked are:

• Did this content specifically address a client issue or challenge?
• Did it say anything new?
• Was any research was done to measure the impact of the content on the market at which it was aimed?

I believe these are three most critical questions to explore when engaging in any form of content marketing.

The discipline of doing this will not only help you deliver content that truly makes a difference to your market, it may even be construed as thought leading content by your market.  Then you’re talking true differentiation.

Craig Badings is a director at Sydney-based, Cannings Corporate Communications.  He has consulted to companies small and large, listed and unlisted across Australia and South Africa about their communication strategies, corporate reputation and thought leadership.  He is the author of “Brand Stand: seven steps to thought leadership” and the forthcoming co-authored book#THOUGHT LEADERSHIP Tweet: 140 Prompts for Designing and Executing an Effective Thought Leadership Campaign.

Join him on twitter @thoughtstrategy and on LinkedIn.

2 Responses to “B2B goes mad on content…but”

1. Daniel Oyston says:

   September 3, 2012 at 13:48

   Question – while I think our company generally covers of the first 2/3 questions, I am not sure we are particularly strong on the 3rd- measurement. I’m curious as to what we could do apart from (page views bounce, pathways call to action monitoring etc).

   Not sure this site will auto notify me of a response so can I ask you flick em an email if you respond?

   Cheers
2. craig says:

   September 3, 2012 at 14:03

   I did respond to Daniel’s query via e mail and this is what I said: Hi Daniel thanks for your query. With regards your question it’s probably fair to say that the best way to measure the third one is by researching the perceptions of the audience you are trying to reach. This could be a perception survey or a bigger piece of research. The bottom line is that it always pays to see what content is working, which channels are most used by your clients, customers or prospects and what gains the most traction with them. Once you have this at least you can adapt your strategy with some scientific verification.