Content marketing can help your organization amplify its efforts to drive traffic, improve conversion rates, and increase sales.
A recent survey of over 4,500 marketers at organizations around the globe found that converting leads to customers (74%) and growing traffic to their websites (57%) were their companies’ top marketing priorities. Perhaps not surprisingly, these marketers also overwhelmingly reported that generating traffic and leads was their top challenge. Often our business priorities are the most difficult to achieve.
Content marketing is a form of inbound marketing in which businesses publish content to attract prospects who are interested in products in services like theirs. This marketing approach can be highly effective in growing brand awareness, generating leads, and increasing sales. In fact, according to the same survey, organizations using inbound marketing were four times more likely to rate their marketing strategy highly than outbound organizations.
Let’s look at one example from the warehousing sector.
Business was decent for Company X. It had experienced positive growth for over a decade, despite lacking a clear marketing strategy. But leadership started to wonder: Are we missing opportunities for growth?
Company X sought a multi-level digital marketing strategy that would help them increase web traffic, generate more leads, and convert prospects to customers. The team hired Fronetics to create and implement such a strategy.
After 24 months, the results were telling: Web traffic increased by nearly one-fifth (19%). Company X tracked 244 high-quality leads directly sourced from its new content marketing efforts. And new business grew by a remarkable 30%.
Content marketing was highly successful for Company X in achieving its business goals of driving traffic and new business. In fact, the organization realized many other positive benefits as well. You can read about more of them, as well as the strategy Fronetics used to get there, by downloading the case study below.
Want to increase traffic to your business’ website and generate more leads and customers? Have you tried content marketing? Here are a few resources to get you started.
A content marketing strategy helped one organization generate leads, increase web traffic, and drive sales and new business.
Why would my company blog? Do we really need to be on social media? What is a white paper, and who would read one that I wrote?
These are questions that many businesses in the manufacturing and warehousing space might ask. They don’t see or understand how they might benefit from content marketing.
TotalTrax might have asked the same sorts of questions several years ago. The company, which provides tracking technologies for manufacturing and warehouse operations, had experienced positive year-over-year growth for a decade. The website got decent traffic. Yet, there was a sense that there were many untapped opportunities for growth.
TotalTrax hired Fronetics Strategic Advisors to create and implement a content marketing plan to maximize the company’s digital presence. TotalTrax wanted to see results in the form of increased web traffic, new and better leads, and revenue. Fast forward 24 months, and that’s exactly what happened.
Content helped TotalTrax to achieve:
19% increase in overall web traffic
500% increase in traffic from social media
244 high-quality leads
30% net increase in new customers
10% growth in sales revenue
To learn more about how Fronetics helped TotalTrax maximize results from a digital and content marketing program, download our case study below.
Fronetics designed a content marketing strategy that helped the logistics software company realize increases in new business and sales revenue.
Your company is doing pretty well. You have a nice website and a social media account or two. And you’ve experienced year-over-year growth. Why would you do anything differently?
Just ask TotalTrax, a provider of real-time vehicle, driver, and inventory tracking technologies for manufacturing and warehouse operations. Despite a decade of positive growth, the company realized there were many untapped opportunities for new business. So the TotalTrax team hired Fronetics Strategic Advisors to create and implement a new, data-driven marketing strategy that could increase web traffic, lead generation, and brand awareness.
After a comprehensive audit of TotalTrax’s digital assets, Fronetics was able to recommend a course of action and implement a multi-channel content marketing program. The program included such steps as:
Creating a blog and posting regular targeted content
Consistently posting on TotalTrax’s social media accounts
Implementing paid search, email marketing, and other strategies
After just 24 months, TotalTrax realized significant gains in web traffic, lead generation and nurturing, and — most importantly — new business and sales revenue.
To learn more about how content marketing helped TotalTrax grow business, download our case study below.
The Supply Chain industry is changing, while it’s becoming harder for companies to hire at the same time. These supply chain demographics provide a picture of the industry today.
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
Everyone knows the Supply Chain field is changing. Recently, one of the best Supply Chain publications out of the U.S., Supply Chain 24/7, released a report that examines the demographic trends underlying the industry. The report, titled “A Portrait of the Supply Chain Manager,” used research survey data from Peerless Research Group and APICS to present a picture of the typical individual working in Supply Chain. The survey asked a number of Supply Chain and talent-related questions, such as:
What percentage of Supply Chain professionals received a raise last year?
What percentage of Supply Chain managers hold a degree?
What percentage of companies are willing to pay above-market compensation for the right people?
And more. These issues are sure to be of interest, whether you’re looking to hire in Supply Chain or just to get a holistic picture of the field. So we put together this spiffy infographic that highlights the answers to these questions and some other interesting datapoints from the report. Check out the infographic below!
We hope you found the supply chain demographics infographic informative, and we encourage you to dig into the full report for even more insights about where Supply Chain professionals stand and where the field is going. And (as always) stay tuned for more info and perspective about Supply Chain and talent from Argentus in the coming days and weeks!
Improve your company’s financial performance by implementing a risk-management strategy that plans for everyday events and disruptions.
Supply chain disruptions can have a significant impact on business and financial performance. A recent PwC and the MIT Forum for Supply Chain Innovation survey found a strong correlation between the maturity of businesses’ risk-management processes and reduced decline in operational performance indicators in the face of disruption.
A supply chain company’s need for a well-developed risk-management strategy is clear. That means planning for disruptions beyond the big-impact events, like environmental catastrophes, cyber attacks, and geopolitical instability. Companies need to be better prepared to handle day-to-day bumps in the road.
Managing everyday risks
Managers will often consider cataclysmic events but ignore the smaller risks that create friction in the supply chain. Dealing with these smaller factors in a reactive and piecemeal fashion is inefficient and ineffective and can significantly hurt your company.
Consider the following tips when developing an effective risk-management strategy that focuses on the everyday risks:
1) Employ a robust strategy that is always evolving.
Consider all of the factors that currently influence your supply chain, and be vigilant in terms of new technologies or emerging risks that could impact operations in the future.
2) Put a leader in charge.
Choose someone experienced in crisis management, negotiation, and critical problem-solving. This leader should be skilled in diplomacy and remaining calm under pressure.
3) Make sure the strategy is flexible.
A strategy that it uncompromising and rigid can exacerbate issues.
4) Define your comprehensive process.
Develop a clearly defined process to mitigate events such as cash-flow issues, inventory risk, competitor interruptions, client credit risk and default, data backup and recovery, key client attrition, employee satisfaction and retention, social media use and abuse, and reputation recovery.
5) Include human resources in the strategy.
Consider moving employees into new roles as a solution. Moving an employee into a new role permanently (or for a specified period to deal with an event) can help mitigate issues.
6) Don’t hide the issue.
If there is a problem, be sure that the clients hear about the problem from you. Be clear, concise, and honest when you contact clients. Explain what the issue is and what you are doing to address it.
7) Get everyone on board.
Take the time to make sure everyone is educated about the strategy and who is in charge. If just one person knows the strategy, it will not be effective.
A recent report produced by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, found that 81% percent of B2B manufacturers in the United States use content marketing. The same report found that the majority of manufacturers do not believe their organization is effective at content marketing.
What are organizations who are not effective missing out on? A lot.
An effective content marketing strategy can:
Build brand awareness
Position your company as a thought leader within the industry
Increase engagement with customers, partners, and stakeholders
Educate and inform customers, partners, and stakeholders
Build trust
Allow you to manage your reputation
Generate leads
How can your organization realize these benefits?
The first step is documenting your strategy. The report found that organizations with a documented strategy in place were 3x more likely to report that their content marketing strategy was effective than organizations without a documented strategy.
Define your goals
Why does your company want to create content? Do you want to shorten your sales cycle? Increase leads? Build brand awareness? You don’t want your content to be just stuff. You don’t want content to be ineffective. Therefore it is important to define what it is you want your content to do for your company.
Define your audience
Who is your target audience? What are their needs? What are their goals? What are their pain points? What do they value most? Where do they go for information? Take your time. Be honest. If you identify and define your audience correctly you will be more likely to reach your target audience and engage them than if you get this step wrong.
Define your metrics
Determine how you are going to track and measure success. Define the metrics that you will track on a daily, weekly, monthly, and yearly basis.
Identify the right distribution channels
When it comes to content, distribution is essential – your content will not reach your target audience and will not be read unless it is distributed. Take the time to identify the distribution channels that are right fit for your company, your content, and your goals.
Create a publishing calendar
A publishing or editorial calendar provides you with a framework to create and distribute content. It helps you create content that is consistent, that is quality, and is tailored to your company’s goals. It is also helpful in terms of managing workflows, meeting deadlines, and managing writer’s block.
Create content
Valuable and relevant content is not a sales pitch. It is not content that pushes your products and services. Rather, it is content that communicates valuable information to customers and prospects so that they have the knowledge to make better informed decisions. Moreover, it is content that establishes your business as a reliable source of knowledge – as the thought-leader within the industry. Be thoughtful when you create content.
Curate content
Content will help you grow your business; by creating and distributing valuable and relevant content in a strategic and consistent manner you can drive profitable customer action. But, it’s not all about you. It’s not all about the content you and/or your business creates. Here’s why content curation is an essential component of a successful content strategy. The internet is a fire hose stream of content. Being able to navigate the deluge of content and identify the content that is valuable to your customers and to your business is essential. The process of identifying and sharing this content is content curation. By consistently being able to identify, make sense of, and share content that is important and relevant to your customers and to your industry you will establish your business as a thought leader and a trusted resource.
Distribute content
Distribute your content via your target distribution channels. Distribute the content consistently over time and at the right time.
Engage with customers and prospects
Once your content has been distributed, engage with your audience. Respond to comments, respond to questions, and provide clarification. Make your content more than words – make it a relationship.
Track and analyze metrics
Track and analyze your metrics on a daily, weekly, monthly, and annual basis. Take a look at what is working and what is not. By tracking and analyzing your metrics you can see, for example, what type of content is most effective and which distribution channels are helping you achieve your goals.
Make adjustments as needed
Your strategy should not be set in stone. Your strategy should be flexible. Look at your metrics, look at the feedback you are getting through your engagement with customers and prospects – make adjustments to your strategy as needed. Remember that when it comes to content it is important to think marathon not sprint. An effective content strategy requires patience and determination. Many companies make the mistake of giving up on a content strategy too early; make a long-term commitment to your strategy.
