By Daniel Hunter
Clare Hill, managing director of the Content Marketing Association (CMA), recently gave a glimpse inside the CMA’s very own crystal ball.
According to the CMA:
- Content marketing already accounts for £1 in every £5 spent on marketing. It seems clear that the share going to content will increase.
- Video was the fastest-growing category at the CMA’s 2014s International Content Marketing Awards
- A rule of thumb in sponsorship is that for every pound spent on the sponsorship property, the client should spend the same promoting it. Why shouldn’t the same 1:1 ratio apply to content distribution?
- There’s no point creating great content if the consumer either doesn’t know it exists, or can’t find it.
- Unseen content is a waste.
So what does this mean for B2B businesses and in particular organisations that aren’t digital natives?
Nick James is Head of Content at Freshly Made Content and here are his suggestions as to what B2B marketers should do:
"Create a content strategy – don’t just work on an ad-hoc basis – of course it’s easier for larger businesses to have departments devoted to digital but never before has the marketing playing field been so level.
In the past expensive videos, big exhibition stands and double page spread advertising in trade magazines was out of the reach of many businesses.
Now video is much more affordable and distribution is cost-effective.
Creating ‘How to Guides’ digital magazines, regular news articles and opinion pieces offers businesses the opportunity to communicate effectively with customers, stakeholders and industry experts can very easily amplify your messages with the click of a ‘share’ button.
However you really do need to consider distribution – as stated before ‘What’s the point in having quality content if no-one sees it?’
Great content can also generate leads – find out more.
Great content will vary from industry to industry but here are the five golden rules:
1. Great content is relevant
2. Great content is ‘fresh’
3. Great content is sharable
4. Great content solves problems
5. Great content attracts an audience
Content is also massively important for SEO – if you get the structure of your website right, play by Google’s rules and deliver regular ‘fresh’ content over time you will see dramatic increases to your online visibility."