Stock marketers believe in diversity. They believe in investing in different sectors to minimize the chances of financial loss. They take these decisions based on the market trends. It’s very important to follow the trends to grasp knowledge on the current market affairs. Companies churn out stats related to their performance which become a part of the entire market trends and assist in the decision making process.
The above paragraph explains the importance of market trends. Similarly when it comes to the marketing content of any company, there are some trends for that matter as well. Following these trends will make an ordinary company increase its content engagement. Failure to follow them would result in a dull and non-engaging content. The purpose of this blog is to discuss these trends related to content marketing and how adopting these trends could help the firm in achieving its goals in not only in an effective but efficient manner.
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Content marketing has clearly taken center stage for brands, entrepreneurs, and investors.
This infographic includes the top trends related to marketing content and we’re going to discuss the ones that focus on marketing content. The focus would mainly be on the B2B marketers and buyers. While B2C transactions are more in number, but when it comes to revenue, the B2B transactions are over twice the size of B2C transactions. Therefore, it becomes a must for firms to close in more and more B2B transactions. While B2C transactions are more in number, but when it comes to revenue, the B2B transactions are over twice the size of B2C transactions. Therefore, it becomes a must for firms to close in more and more B2B transactions.
2/3 of B2B marketers identified engaging key decision makers as their top challenge
B2C transactions would involve the decision of an individual person or family. On the other hand, B2B transactions involve the decision making skills of highly qualified people that would be held responsible for the performance of the goods or services being bought. Hence, only quality content can create engagement between the firm and the decision makers. Businesses realize the importance of this factor and as a result, they term it to be the top challenge for their organization.
70% of B2B marketers are creating more content than they did a year ago
B2B marketers have realized that the more content they would content, the more are the chances that they would attract more prospects towards their firm and consequently close more deals. Businesses are investing more in content marketing as they now know that almost 80% of the prospects don’t want to meet sales reps in person. Then what is going to bring them towards the firm and kick start the engagement process? It’s the marketing content!
B2B buyers conduct an average of 12 searches before ever jumping on a specific brand’s site
Researchers have found out this interesting stat that buyers make on average 12 searches before jumping onto a specific brand’s site. They only do that once they are engaged through the content. They start with generic queries where they are looking for a product, and not for a specific brand. Your content should address their questions. The point of contact with sales comes later. Initially, the content should be well prepared in a way that it should present the value story to the prospects much earlier and should articulate it in a much simpler manner. Once the prospects are engaged, they would initiate the buying journey.
Content marketing is about telling stories, building relationships, and growing your audience
62% B2B marketers believe LinkedIn is the most effective social media platform for B2B users
LinkedIn is all about business. Its main focus is on professional networks, basically connecting professionals with firms and organizations. However, the importance of B2B marketing through LinkedIn cannot be ignored. B2B marketers use, on average, six different social networking platforms, with LinkedIn the most popular. B2B users mean business, and you might not find the desired response on other social networks but LinkedIn would always connect you with people or firms t think like you. There is a set criterion through which you can search for and identify likeminded people and firms that would be interested in your products or services. Shared below are a few stats that highlight the importance of LinkedIn when it comes to B2B marketing:
40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase
77% of B2B marketers have acquired customers via LinkedIn. LinkedIn is responsible for 64% of social visits to corporate websites.
86% of B2B marketers are using content marketing and 71% of B2B marketers use content marketing to generate leads
By now, it’s not a secret anymore. Most of the B2B marketers have indulged in content marketing in order to keep up with the latest trends of the market. This is actually helping them as a large number of them are generating leads and closing them on a winning note. Ultimately, content marketing is driving a profitable customer action which is a goal for every firm.
Your website should be in line with the three C’s of message, i.e. clear, consistent and concise. A study conducted by the Microsoft found out that humans now have an 8-second attention span which is one second less than a goldfish. This means that you have very less time to capture your prospect’s attention. You should know exactly WHO you are talking to, and WHAT value you offer. The content should have language used daily by professionals in the target market, a value proposition message consistent with other content messages and should drive the reader towards the buying process.
Almost half of all B2B researchers belong to the millennial group
Businesses need to understand that their audiences are changing. Therefore, they would have to bring changes in the way the present their marketing content. B2B decision makers are likely younger than expected. Businesses need to make sure they reach them where they are and provide them with the content they’re looking for. Businesses need to step up the intensity in their search, mobile, and video efforts. Delivering content-rich mobile and video experiences is now critical to successfully reaching the B2B customers and moving them through the buying journey.