4 Things need to pay attention to Improve Your Content Marketing
Over the past decade, content marketing has become a widely-established reality. Companies have hired writers and content directors to run departments, create blogs and other materials, and in the process, some have made sure that salespeople can mean End the cold call.
The Playbook looks simple: engage potential customers with content relevant to each stage of their buying journey and expand their offers to motivate them to contact your sales team for a demonstration. With online technology and targeted listings will be a cost-effective tool to separate the suspects from prospects, speed up converting customers through sales channels and equally important, Optimize “data-driven marketing” by forcing each section of metrics like open, reads, downloads,… etc. But as Churchill has said after Gallipoli, “However, beautifully strategic you have to sometimes look at the results.” Review: The blog’s branding output has grown by more than 800% in the past five years, but the organic social share of blogs has fallen by 89%, and about 5% of the content gets 90% of the interaction. An estimated that about 70% of content created by marketing is never used by sales representatives and a similar percentage of leads are disappeared into the “black hole leading the sale.” Despite the repeated mantra of “data-driven”, there are different tips on what content marketing criteria show success as well as many of the joyful’s assertions about best practices in This area. We tested 34 million client-side interactions and content on the DocSend platform, allowing sales organizations to upload and share documents with potential customers. The result is experiential data and a good starting point for examining the core aspects of any content marketing initiative: the number of potential customers actually spending on content, on the device. , time and type of content they like.
- You have less than 3 minutes to make an impression by the optimal length.
There is no secret when the customer is attacked by SMS, and the web has exacerbated the situation. That may explain why the average viewing time for content is 2 minutes and 27 seconds. In the short term, potential customers are making quick assessments, including whether they are moving to the next step. In contrast, many sellers need to share a lot of information with potential customers to promote the desired buyer behavior.
Our data suggests that you should make every effort to include that information in a 2 to 5-page document – as compared to more extended content, leading prospects spending more time viewing each page of the text and are more likely to see all of it. Documents uploaded to the DocSend platform include case studies, overviews and guides, e-books and recommendations. (Note that potential customers further in their buying journey may request more information.)
Our data also indicate that the bulk of marketing and sales mortgages are read by prospective clients beyond the normal work week. If initially engaged, a prospect reading a passage on Wednesday usually returns for a more extended visit at the weekend. This represents an essential fact of the 21st century when it comes to the fact that pipeline metrics are obscured: the number of rising buyers does not move sequentially through the channel; Instead, they apply parallel streams to explore, evaluate and interact with content and salespeople. Purchasing is a continuous and dynamic process, and forms of content, formats, and sequences must be consistent.
- Mobile phones are essential but overhyped.
The rise of smartphones, iPads and other devices has created a specific folk understanding of creating content for mobile buyers. But our data suggest that, at the beginning of the channel, there is often meaning to optimize content for viewing across multiple formats and devices. Moreover, once potential customers are given sales and become opportunities, the majority of potential customers see content selling on desktop devices, not on mobile devices.
These findings have the potential to impact marketers. Desktop devices are still essential, so avoid unnecessary optimization for a single device type and format. Focus on creating content that provides the image for conveying the key message quickly and works well across multiple formats. Think about the short copy and the core intents as punctuation on each page and avoid heavy textual information falling on each page. Also, with the way potential customers return for a closer look at the time spent working outside, consider creating a sequencing process to pair up the content.
- There are many confirmations about the best days of the week to send content.
But comments on Tuesday afternoon or Thursday morning do not hold for the empirical test. Our data shows that the total visits of potential customers to the seller’s sites have been evenly distributed on every day of the workweek – a little more on Tuesdays, Wednesdays, and Thursdays. Five, and not surprisingly, a little bit on Monday morning and Friday afternoon.
Do not focus on specific dates to submit content. In fact, doing so may indicate unused capacity and lack of attention during your marketing and sales process. Instead, it is better to prioritize based on the level and type of potential leads with specific types of content and a method for tracking after initial engagement. For many enterprises, this often means linking your content marketing efforts with what you know about the vertical that your potential customers have and the relevant guidelines for each. Vertical content also plays a role in most sales teams.
Prospects still prefer a type of content they care about.
Marketers put much time and effort into writing content. And the data shows they need to keep working to improve their content use by prospects and sales associates. But what kind of content usually performs better than others regarding completion rates? Case studies have tried and true, so far, that content that leads to more than other content. In our data, having an 83% completion rate – orders that are more intense than other sales and marketing content are provided throughout the purchase journey. Customers, especially B2B customers, want to know what other people are doing with your product, not what they can do to improve productivity or different results. Case study content does that, and provides a compelling reason for potential customers to learn more and start the change process. Especially in the context of B2B, buyers must justify a decision to others in the organization that prioritize competition for limited funds. Know that other organizations have successfully integrated and used a new product, service or process that is more important than “big ideas” or “interruptions.” As a result, good content, like good tracking, usually has a vertical and focused focus. And the process of finding and stating that content requires the interaction of marketers, sales, and services within your business – communications that often deliver benefits other than those involved, and reliable. Content marketing is evolving, and, as buying becomes increasingly non-linear, can play an important role in adjusting sales with buying. But there are now many unidentified myths and assumptions that have accumulated around content marketing when the reality has exploded. Do not follow the forums. If you can not track what your prospect reads, when, where and for how long, you have a blind spot in a large portion of your marketing budget and can not get the ROI possible.
Copyright © 2018 Frank V. Cespedes and Russ Heddleston. HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED.