B2B enterprise marketers at companies with more than 1,000 employees have all been struggling to integrate content marketing across their organization and produce engaging content, according to a new report from the Content Marketing Institute. Sponsored by Marketo, the B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends – North America study analyzed the changes in marketing habits over the past year.
Here are some of the key findings:
- Only 32 percent of enterprise marketers say they are effective at content marketing, the same rating as last year
- Lack of integration across their organization and producing engaging content replaced producing enough content as the most pressing marketing challenge
- In the past year, 73 percent of enterprise marketers outsourced content creation
- 15 percent of marketers don’t have a documented strategy
- 49 percent of marketers with a documented strategy consider their efforts effective
If your organization is facing these challenges, what can you do to find success in 2014?
Aligning Company Efforts is a Must
Integration can be difficult in large organizations. You’ve got to find the simplest, most efficient strategy that works for dozens, or even hundreds, of people. Here are some guidelines to create a harmonious plan that works for your company.
- Set mutual goals for the entire organization. Departments within companies must start working together, plain and simple. It’s easy for individual teams to be caught up with their own tasks and abandon project collaborations. Establishing similar goals for everyone will help you achieve integration.
- Planning. Create a documented strategy to maximize the effectiveness of your tactics. Review that strategy routinely to make sure your goals and tactics are still efficient.
- Have a clear way to measure your success. The easiest way to do this is to have a person or department in charge of measurement who puts together regular reports. Some metrics you will want to track include website visitors, email subscribers and conversion rates.
Focusing on Custom Content Will Boost Engagement
You can make use of all the tactics that exist, but if you fail to create engaging content, your strategies will fall flat. The survey results showed that nearly three quarters of the respondents have outsourced content in the past year. That might help save time, but are you really getting the best quality content with that strategy. No one knows your company as well as you; it makes sense, then, that you (or your employees) are the best-equipped people to produce engaging, customer-focused content. Here are a few guidelines to keep in mind:
- It has to be valuable and helpful for your audience. Whether a blog post, video or infographic, content for the sake of content is useless at best.
- Stand out from your competitors. Incorporate variety into your content, or, even better, create a custom feature on your blog or website such as a weekly video or infographic.
- Write compelling stories. People respond to personality and emotion. Remember, you are writing to humans, so avoid language that is stiff, boring and full of industry jargon. Quality storytelling has personality and creates an emotional reaction. That should be your goal for every piece of content you produce.
- High quality rather than quantity. Marketers want to put out regular content to compete for search engine rankings, but producing lots of low-quality content is akin to producing nothing at all. Above all else, you must produce desirable, informational content.