by Fronetics | Apr 15, 2014 | Blog, Content Marketing, Marketing, Social Media, Strategy
When it comes to content, a strategy is essential for success
A 2014 study found that 93 percent of B2B marketers use content marketing and that there is a significant difference in the effectiveness of content marketing if a strategy is in place – 60 percent of companies who have a documented content strategy in place consider their efforts to be effective as compared to 11 percent of companies with no documented content strategy in place. Similarly, the study found that companies who put a person in charge of content marketing were more likely to be successful than those who did not (86 percent vs. 46 percent).
In short, the majority of companies do not have a strategy in place despite the fact that companies are budgeting for and creating content and, that those who have a documented content strategy in place are more effective than companies who do not have a strategy in place. If your company is going to be effective at using content to drive profitable customer action, your company needs to have a strategy in place. Arjun Basu wisely said: “Without strategy, content is just stuff, and the world has enough stuff.”
Here are 11 steps to a content strategy.
1. Put someone in charge
If you want your company’s content strategy to be effective, you need to put someone in charge. Make sure they are in charge not just in name, but also in execution. That is, make sure the person in charge is given the authority to execute the strategy.
2. Define your goals
Why does your company want to create content? Do you want to shorten your sales cycle? Increase leads? 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.
3. Define your audience
Who is your audience? Create a persona. 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.
4. Define your metrics
Determine how you are going to track and measure success. Determine the metrics that you are going to track on a daily, weekly, monthly, and yearly basis.
5. 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.
6. 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.
7. 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.
8. Distribute your content
Distribute your content via your target distribution channels. Distribute the content consistently over time and at the right time.
9. 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.
10. Track and analyze your 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.
11. 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.
This article was originally published on DC Velocity.
by Fronetics | Apr 8, 2014 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
Content is king. By creating and distributing valuable and relevant content in a strategic and consistent manner you will be able to create demand for your products and services and will be able to drive profitable customer action. That being said, while content is king, content doesn’t go far (actually it goes nowhere) without distribution. Wise words by BuzzFeed’s Jonathan Perelman: “Content is king, but distribution is queen and she wears the pants.”
For content to be successful for your business you need to do more than create content – you need to distribute content. Moreover, the content needs to be delivered consistently over time, at the right time, and in the right place.
For your company this means taking the time to identify the distribution channels that are the right fit for your company, your content, and your goals. It also means taking the time to learn how to distribute content via these channels effectively.
For example:
- LinkedIn and Twitter are good candidates for letting people know about the white paper your company just released, whereas Pinterest is probably not a good white paper distribution channel.
- Levering your 140 characters for Twitter is key, but taking those same 140 characters to LinkedIn or Facebook will likely result in you falling flat.
- Distributing your content multiple times a day via Twitter is essential given the short lifespan of a Tweet; however, distributing content multiple times a day via email will not be well received.
Content will help you move the needle. Content will drive profitable customer action. However, your content, no matter how valuable it is, will not be seen and therefore will not be effective if you do not have a solid content distribution strategy. If you want results, remember who wears the pants.
This post was first published on DC Velocity.
by Fronetics | Apr 1, 2014 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
In the 1970s people were exposed to an average of 2,000 ads per day. Today we are exposed to more than 5,000 ads per day. The barrage of ads has resulted in buyers tuning them out. With buyers no longer paying attention to ads, businesses need to adjust how they find and engage new prospects, and how they establish and maintain long-term relationships with customers.
The solution: content. Why content is king and your business should take an oath of alliance to the kingdom.
Content is inclusive of blogs, white papers, e-books, newsletters, infographics, podcasts, webinars, and video. Creating and distributing valuable and relevant content in a strategic and consistent manner is what will drive profitable customer action.
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.
How does this translate into consumer acquisition and retention? When the customer is ready to make a purchase they will reward your company with their business and with loyalty.
Skeptical? B2B companies with an active blog generate 67 percent more leads per month than those who don’t. A study by the Custom Content Council found that 72 percent of marketers think branded content is more effective than advertising in a magazine, 62 percent say it is more effective than advertising, and 69 percent say it is ‘superior’ to direct mail and PR.
Content that will move the needle for your business is valuable content. It is content that is informative, educational, interesting, and speaks to your customer’s emotions and speaks to their pain points. Furthermore, it is content that is delivered consistently over time and at the right time.
Before you start to create content for your business consider this sage advice offered by Arjun Basu: “Without strategy, content is just stuff, and the world has enough stuff.”
Research supports Basu. Companies that have a documented content strategy are more likely to consider themselves effective than companies that don’t have a strategy in place (60 percent v. 11 percent). Similarly, companies who put a person in charge of content marketing were more likely to be successful than those who did not (86 percent v. 46 percent).
How do companies put together and execute a content strategy? Eight percent of B2B marketers outsource content planning and strategy. Sixty-four percent of B2B marketers report that they outsource writing and thirty percent outsource distribution and syndication. Diving down further, 72 percent of large B2B companies (1,000 employees or more) outsource content creation and 34 percent of small B2B companies (10 to 99 employees) outsource content creation.
Content is king. By taking an oath of alliance to the kingdom, your company will attract and retain customers. Your company will realize an increase in leads, short sales cycles, and more loyal customers.
If you’d like to learn more about creating a content strategy for your business and/or about content creation , get in touch.
A version of this article also appeared on DC Velocity
by Fronetics | Feb 13, 2014 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Despite the considerable amount of attention paid to demand generation, many companies (including some companies actively employing a demand generation strategy) do not have a clear understanding of what demand generation actually is.
When asked to define demand generation, a common response is: the generation of demand. Another common response: a marketing strategy. An honest response: I don’t know; what the heck is demand generation?
Demand generation is the creation of awareness and excitement about your company and your products and services. Demand generation is not a one-off; rather it is a continuous process of engaging and nurturing both current and future customers. Demand generation helps you attract new customers and engage (or re-engage) current customers. Demand generation grows your business.
Components of a demand generation strategy include: blogs, social media, podcasts, video, newsletters, email, white papers, and case studies. These components work together. They position your company as a thought leader, expert, and influencer in your industry. They build trust. Importantly, they drive engagement and communication. The foundation of demand generation is the creation and sustaining of relationships between your company and your customers – current and future.
According to DemandGen, 90 percent of business buyers say when they’re ready to buy, they’ll find you. How will they find you? When B2B buyers were asked to rank where they turn to find a new solution, 46 percent listed a “web search” as their first source for information. The leading choice for both the second and third ranked sources was vendor web sites.
With respect to social media, DemandGen found that blogs are considered to be the social media channel with the biggest impact on the researching process (46 percent). LinkedIn was also found to be a place where buyers turned to conduct research (41 percent).
The survey also found that content had a significant impact on the decision to buy. Nearly two-thirds of respondents said “a vendor’s content had a significant impact on their buying decision,” and 34 of respondents “strongly agreed that the winning vendors provided a better mix of content to guide them through each stage of the researching and decision-making process.”
What is the take away? The take away is that a company with a strong presence and a demand generation strategy is more likely to be successful than a company who does not have a strong presence or a demand generation strategy.
What is the different between a successful demand generation strategy and one that falls flat? A successful strategy incorporates communication, engagement, and quality content. Furthermore, a successful demand generation strategy is built upon an understanding of customer needs and interests –real, not perceived.
At Fronetics we work with our clients to design and implement a demand generation strategy that is right for them – for their company and for their customers. We know how to create awareness and excitement about our clients’ companies and their products and services. We also know how to help our clients engage with and nurture their customers.
Through our demand generation service, Engage, we help companies acquire new customers and grow their businesses by penetrating new markets and deepening their presence and impact in existing markets. If you are interested in learning more about Engage and about creating a successful demand generation strategy, we’d love to talk with you.
by Fronetics | Feb 3, 2014 | Blog, Marketing, Social Media
Getting 10,000 hits a week on your website may be huge accomplishment for your business (and it is), but if at the end of the week none of those hits turn into a lead how do you measure your business’ success?
Knowing which metrics you need to be paying attention to is a crucial task for your marketing team. Whether you’re using Google Analytics or another custom web application, the data that you can learn about your customers – based on their actions online – is priceless. This data will help you create the kind of content that will convert your website visitors into customers, all in good time, of course.
Here are five metrics you should be looking for and measuring in 2014:
1. Customer Engagement
How do your customers interact with the content you digitally share? Do your customers frequently engage with your company’s LinkedIn page, respond to or retweet your tweets, or comment on your blog? If the answer is yes, you have a high level of customer engagement. It’s important to stay engaged with your customers (and potential ones) through these different types of media. The more your customers are engaging with you, the better.
Ignoring negative feedback on your Facebook page, Twitter or blog can be greatly detrimental to your engagement, however. Use these platforms as a customer service tool in order to leverage them to take full advantage of the power of your channels.
2. Conversions
Driving a high volume of traffic to your site is a great way to improve your SEO ranking, build brand awareness, and most importantly, sell your product. Create a definitive way to measure your website analytics and traffic in order to track conversions from your website. If you’re not seeing as many conversions, you may need to take a step back and reevaluate your website. Keep in mind that 55 percent of customers commit to a company because of the ability to find the information or help they need. Are there calls to action on your homepage? Is there easy to find content for consumers to download? And most importantly – how prominent are these calls to action for the untrained eye of your customer to locate?
3. Profit vs Revenue
Many companies generate a significant amount of revenue over the course of a fiscal year but still find themselves coming up short and often times operating at a loss. Expenses over the course of a year may outweigh the actual net profit the company earns. Throwing money at improperly used marketing tools and signing contracts can ultimately be a waste of money. Measure the ROI of these tools to make better buying decisions and save some money.
4. Customer Satisfaction
While this may be a difficult metric to gauge, there are several ways to measure customer satisfaction, both organically and through paid tools. Customer satisfaction is also one of the most important metrics businesses need to consider in order to promote a successful business. Create surveys for customers to provide qualitative and quantitative feedback. Follow product reviews and utilize your social media channels to keep an on what your customers are saying. The value of this type of data is priceless and will help your business plan for future product launches and train customer service representatives.
5. Returning Customers
The success of your business lies on the shoulders of your customers. If your customers are happy, they will keep coming back for more. But how do you ensure that your customers remain in your sales funnel until they are ready to make a purchasing decision again? Keep in touch with them! Send special offers, newsletters and create and distribute content that will keep your customers informed about your products and your industry in order to maintain a level of engagement with them, even when they are not interested in buying something. Businesses with a high number of returning customers will ultimately experience success and growth.
