A Messy Necessity: Time for Content Marketing to Grow Up

The recently published study B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends, clearly illustrates the challenges facing organizations looking to drive leads and engage an audience using content.

Consider these seemingly bipolar results:

  • 67% of organizations don’t have a content marketing strategy yet 88% are engaging in content marketing activities.
  • More than half of organizations can’t define successful content marketing outcomes yet 76% are producing more content in 2016 than they did in 2015.
  • Only 30% of marketers report their organizations are effective at content marketing (down from 38% last year, yet organizations increased the percentage of budget spent on content by 14% (28% in 2015 vs 32% in 2016).

Organizations are increasing their investment in a tool they don’t know how to use, to generate outcomes they can’t define and getting worse not better as time goes on.

Why? Because content marketing work. Even when poorly implemented with limited documentation and no strategy behind it, a content marketing strategy can yield significant results.

  • 67% of B2B buyers rely more on content to make decisions this year than last
  • Business buyers share the following content types with colleagues: Blog Posts (40%); Infographics (35%); eBooks (35%); White Papers (35%); Case Studies (33%); Webinars (33%); Videos (25%)

Podtent Marketing was created to help the 70% of organizations, specifically small and medium-sized businesses, who aren’t effective at content marketing get more out of their investment.

We do this by forcing a company’s content marketing strategy to revolve around actually engaging with their audience. The number one challenge for organizations is producing engaging content. Is writing a paper engaging? Would you be more engaged by talking to someone or reading a transcript of a conversation?

By recording the voice to voice conversations that are already occurring between a company and its existing customers and inviting new customers to join the conversation, Podtent Marketing forces a company’s content marketing strategy to engage with their audience.

Not only does this approach create a new sharable form of content – a podcast – but it generates hundreds of pieces of content that can be used to power blogs, newsletters, guest posts and social media channels.

Spending more money on a strategy that’s poorly defined and inefficiently implanted is a cry for help. It’s time to refine the entire landscape of content marketing and start putting engaging conversations – literally engaging conversations – at the center.

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References

http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf

http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf

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