In the world of content creation, multiple B2B marketers are comfortable in generating different tactics to get ahead of brand awareness, leads and driving sales. However, that doesn’t make up all of what content creation has, or the challenges behind it. Being the latest annual B2B content marketing report from the Content Marketing Institute, produced in partnership with MarketingProfs. The bar graph that was created from the survey shows the different problems that many content creators face, who are in communications, marketing and content creation roles.
According to a July 2023 survey, the top challenge for B2B marketers’ content creation was creating the right content for the specific marketer’s audience. An astounding 57 percent voted this to be the biggest challenge, which comes to a bit of a surprise. Many know that it does take a great amount of analysis in order to figure out the perfect content for your specific audience. However, it does speak volumes that this ranked as the #1 biggest challenge for B2B marketers.
One interesting percentage that particularly caught my eye for ranking in the middle of the survey was that one of the challenges was to create quality content, coming in at 44 percent. In most cases as a company within the marketing communications realm, you want to only be generating and posting quality content versus quantity for your audience. As a perspective client and viewer of multiple marketing and communication companies, if I were to find content put out that wasn’t quality, that would be a red flag in my mind. Some examples of quality content include insightful videos of various employees at a company, creating eye catching graphics or writing blogs that are up-to-date with the latest trends in your industry.
As for the percentage that ranked last, as the least hard challenge that B2B marketer’s having to keep up with would be creating enough content to keep up with external demand, coming in at 30 percent. This statistic ranking last didn’t come as a big surprise, as many companies continue to pump out graphics, videos and different types of social media posts. This can lead to the challenge in creating quality content or the right content for your audience, which concludes as the top statistics in this graph. Very full circle.
Overall, in the world of content creation, there will always be challenges associated with it. The various audiences for each company are forever changing and the demand from them will also be in an upward spiral. Each year trends and audiences change, which institutes the importance of keeping up with the fresh cycle of marketing and content creation.
To learn more about the survey or about Marketing Charts and the research that they put out, click here.
When crafting your next social media post, it’s essential to consider factors that will resonate with your audience. Different industries and audiences have varying preferences for content length. Generally, audiences lean towards either short-form or long-form content. Long-form content typically exceeds 900 words or three minutes in video length, while short-form content is under 900 words or three minutes long. Let’s discuss the benefits of utilizing both forms of content.
Long Form Content:
Building a Rapport
Building rapport with your audience is crucial for any business. It boosts your credibility and deepens your audience’s connection with your brand. This, in turn, allows you to better understand their preferences and deliver content that truly resonates with them.
Allotting Time to Weave Together a Great Story
Long-form content allows creators to craft a compelling story in detail. By investing time in a well-developed narrative, you can capture your audience’s interest. For example, longer videos enable your company to share its story, values and client relationships, helping to reach diverse audiences and provide a deeper insight into your business.
Allows More Keywords to be Used for SEO
Long-form content is usually very detailed and includes more thorough information and examples, providing more opportunities in searches for keywords to come up in searches. Typically, long-form content also cites other third-party resources and studies that allow visitors to deep dive into a specific subtopic. From that, it ranks for more keywords for SEO, therefore your content would be more discoverable.
Short Form Content:
Shorter Attention Spans
In recent years, attention spans have increasingly diminished. The national average attention span is 8.25 seconds, which explains why sometimes short form content is more desirable. Do you ever find yourself skipping over longer videos after a day of work because you don’t want to sit through a five-minute video? Exactly. We’ve all done it, and we will continue to do so, if our attention spans continue the trend of declining as they have been for the past several years.
Easier to Consume
Long videos can be divided into shorter segments to make them more digestible for audiences. For the trades, using brief product videos and testimonials can maintain or increase engagement. Also, creating suspense—such as teasing a product launch and following up with more details later—can keep your audience eagerly anticipating more. Highlighting key features and benefits of products in short videos or articles is another effective way to generate buzz and engage your audience.
Statistically Speaking…
According to Wired, it was found that “On platforms like TikTok and Instagram Reels use videos that are often less than 30 seconds in length,” and “50 percent of TikTok users say videos longer than 60 seconds are ‘stressful’.” This statistic is incredible insightful to deciding whether or not short form content is appropriate for the type of content that you put out for your audience. It’s also important to judge your audience in order to see what kind of content they would prefer.
Overall, there are great benefits to using both long form and short form content. It’s important to weigh which type of content would benefit you and engage your audience more. This, in turn, allows your audience to see the content that is important and interesting to them. For most companies, it would most likely be in favor of them to generate a mix of long form and short form content, in order to maximize the marketing efforts that are put out. When utilizing either type of content, as long as you understand what your audience would want, from there your content will be able to thrive.
Influencer marketing has evolved from a niche strategy to a mainstream approach for brands looking to amplify their reach, engage with target audiences and drive results. Here’s how you can utilize building an effective influencer program.
Define Your Objectives
Before you dive into an influencer program, it’s crucial to establish clear objectives for your program. Are you aiming to boost brand awareness, drive sales or enhance engagement? By setting specific, measurable goals, you can tailor your influencer program to meet these objectives.
Identify Your Ideal Influencers
Finding the right influencers is key to the success of your program. Look beyond follower counts and focus on finding influencers who align with your brand values and resonate with your target audience. Consider factors such as engagement rates, types of content they post and how often they post. Micro-influencers, with their highly engaged audiences, can often provide more significant impact than those with massive followings.
Build Authentic Relationships
Influencer marketing succeeds on authenticity. Aim to build genuine relationships with influencers. Engage with them on social media, collaborate on projects and provide value beyond just monetary compensation. An authentic partnership can lead to more compelling and more credible social media posts.
Collaboration Guidelines
To ensure a smooth collaboration, establish clear guidelines for influencers. Outline your brand’s expectations, campaign goals, key messaging and content requirements. Provide influencers with the creative freedom to craft their content in a way that feels natural to their audience while aligning with your brand’s voice.
Track Results
Tracking and analyzing the performance of your influencer program is essential for continuous improvement. Use metrics such as engagement rates to gauge the effectiveness of each influencer partnership. Leverage these insights to refine your strategy and optimize campaigns.
By defining clear objectives, choosing the right influencers, fostering authentic relationships and continuously optimizing your approach, you can unlock the full potential of influencer marketing.
As the landscape of influencer marketing continues to evolve, staying adaptable and responsive to insights will ensure your program drives meaningful results.
Artificial Intelligence (AI) has evolved, surpassing its original concept to becoming a driving force behind marketing across industries.
From personalized customer experiences to data-driven insights, AI has revolutionized how businesses engage with their audiences and navigate the ever-evolving landscape of digital marketing. Let’s look at the evolution of AI and explore how it is reshaping the strategies and tactics employed by marketing professionals today.
Personalization
In recent years, AI-powered marketing tools and technologies have empowered businesses to streamline operations, enhance efficiency and deliver results. Automated email campaigns, analytics and chatbots are just a few examples of how AI is revolutionizing workflows, enabling businesses to automate repetitive tasks, optimize campaigns in real-time and engage customers with personalized content.
Insights and Analytics
In an increasingly data-driven world, the ability to extract insights from large volumes of data is vital to success in marketing. AI-powered analytics platforms leverage machine learning algorithms to analyze complex data, identify patterns and uncover valuable insights for preferences and trends. These insights empower marketers to make data-driven decisions, optimize marketing strategies and stay ahead of the competition.
Customer Engagement
In 2024, consumers expect personalized experiences tailored to their preferences and needs. AI-driven personalization platforms leverage algorithms to analyze customer data and deliver targeted content across multiple channels. Whether through website content, personalized product recommendations, businesses can create seamless, relevant experiences that resonate with customers and drive engagement.
Ethical Considerations
As AI becomes increasingly integrated into marketing, it is essential to consider the ethical implications. Navigating the ethical landscape of AI in marketing requires a thoughtful approach that prioritizes transparency and accountability. Moreover, while AI can automate many aspects of marketing, the human touch remains essential. Authenticity, empathy and human connection are qualities that cannot be replicated by machines and are crucial to building meaningful relationships with customers.
The Future of AI in Marketing
As we look to the future, the evolution of AI in marketing shows no signs of slowing down. It is crucial to remember that AI is a tool and that the human touch is essential. The success of AI in marketing hinges not only on technological ability but also on human ingenuity and creativity. By embracing AI, professionals can unlock new opportunities and shape the future of marketing in 2024 and beyond.
In today’s digital age, where social media platforms dominate, the role of press releases might seem outdated. However, press releases remain a powerful tool for businesses to communicate with their audience and the media. In this blog, we will tell you why your company should continue to write press releases in 2024.
Credibility
Press releases contribute to your credibility and establish your company as a trustworthy source of information. When crafted well, they provide media outlets with accurate information about your company’s products, achievements and milestones. A well-written press release ensures that your messaging is clear and that your customers can learn more about your company. Regularly issuing press releases helps to build and maintain your company’s brand awareness. By highlighting your achievements and innovations, press releases reinforce your brand’s messaging.
Media Relations and Coverage
Press releases are an effective way to get media attention and secure coverage. Editors often rely on press releases as primary sources of information for news stories and features. By consistently issuing press releases, you can build relationships with editors and increase the likelihood of your company being featured in relevant publications, both online and in print.
Messaging
Press releases allow you to control the narrative and messaging surrounding important announcements and events. Unlike social media posts or blog articles that can be easily misinterpreted, press releases provide a structured format to convey key messaging. This ensures that your company’s message is communicated accurately and consistently to your target audience.
Long-term Value
Press releases serve as a record of your company’s journey and milestones. They can be archived on your website’s press section or a digital newsroom, providing customers with insights into your company’s history over time. This value not only preserves your company’s history but also serves as a resource for editors and customers seeking information about your business.
Despite the evolving digital landscape, press releases remain an effective tool for communications and media relations. By leveraging press releases, your company can enhance its credibility, visibility and reputation in 2024. If you’re not already, use press releases as part of your communication strategy to reach your audience more effectively.
