Content marketing may still be the most effective way of conducting online outreach – but it’s not easy. In many ways, content market and SEO are more difficult than traditional marketing because of how quickly the landscape changes. Shifts in buyer behavior to changes in technology can completely rewrite the rulebook at a moment’s notice. Today, we wanted to discuss some of the key changes that are happening, along with how you and your sales partners can build better content marketing together.
In the recently-released HubSpot State of Inbound Report 2017, video was named as the #1 marketing disruptor, with nearly all respondents reporting new interest and investments in video-based promotions. It’s becoming more important than ever that indirect sales organizations find ways to integrate video into their promotions and marketing at all levels, from top-down to ground-level operations.
At LogicBay, we’re well aware of this pressing issue and are thrilled to announce the latest feature integration to our Partner Relationship Management (PRM) solution, the VideonitchVN Channel distributed video-creation platform. (You can find the full press release here.)
The great thing about online video is that it can be done quite cheaply. One belief to dispel is that B2B content videos need to be slick and professionally-produced - they don't.Some (largely anecdotal) evidence even suggests that more rough “homemade” videos tend to be trusted over videos that appear too flashy. A decent iPhone or similar smartphone is really all that’s needed to make a decent web video, although better equipment is nice if you have access.
Whether your company has chosen to develop a corporate video, product demo, or a how-to video, keep in mind the list of guidelines provided below. These tips will ensure that you end up with engaging, low-cost marketing content to distribute through your channels.
Current trends in online content marketing all point in one direction: VISUAL. Among visual content, video has become an increasingly popular form of outreach for businesses targeting consumers at any level, even executives. In fact, top level executives have become some of the biggest consumers of video marketing materials.
As a vendor, you’re in a great position to produce video content. In many cases your sales partners will lack the budget, time, or talent to create effective videos themselves, so creating video marketing applications that your partners can leverage will help drive sales and increase your overall value to them.
While it previously lagged behind B2C applications, B2B content marketing is now a robust and mature method for companies looking to reach new customers. Current studies show that the vast majority of B2B organizations are now utilizing content marketing, and most to significant success.
This is particularly relevant to vendors utilizing indirect-sales channels, because B2B content marketing can serve two purposes. It can be utilized to help drive new buyers to their websites - or those of their sales partners - in addition to being used for recruting new partners. We encourage our own partners, as well as businesses that work with our consulting team, to utilize content marketing to good effect in both aspects.
Based on our own experiences, and our thoughts on best practices in the industry, we have some tips on how to make the most of your own B2B content campaigns for 2017 and beyond.
In our last blog, we talked at some length about outdated marketing strategies that are falling by the wayside.. We saw from both surveys of customers and buyers, as well as reports from within marketing departments themselves, that most forms of traditional marketing in the B2B space are simply not as effective as they once were.
This is especially critical in the face of changing demographics. Millennials are already the largest living demographic group in America, and they are increasingly moving into positions of power and responsibility within businesses.
While we can't predict what the future of marketing may hold years from now, we can report on the trends today, based on recent studies such as the HubSpot State of Inbound Marketing report. Beyond simply embracing inbound marketing itself, one trend above all is revealing itself as the new dominant force in the foreseeable future of marketing across nearly all groups:
In past years, resellers were just that: re-sellers. You sold a product to them, and then you hoped they could sell it to the customer on your behalf. Maybe you had some promotional flyers or brochures to provide, but that was about it. Direct oversight and involvement was often too difficult, or too intrusive, to really implement on large scales. Vendors are now much more responsible for driving the marketing efforts that will help their partners sell more successfully.
Modern technologies have been instrumental in making these changes possible. Your sales channels can now truly become part of your marketing structure, with access to most or all of the same resources as your own sales and marketing team. These automation services result in better business for you and for them. After all, the better their business performs, the better your business performs.
Are you a marketer looking to for ways to improve your content delivery and user experience? Perhaps your focus is on boosting commerce and sales, or making sense of all that marketing data? Regardless of which objectives are at the top of your priority list, you've probably found yourself looking for some technology platform as a solution. If you're beginning to feel like the number of options is becoming overwhelming, you're far from alone. The world of marketing has exploded in recent years, to the point there are more companies and products out there than anyone can truly keep track of. Just look at that landscape!
That’s a perfect description of so many companies' content marketing efforts. Weeks, months and years of hard work go into content creation, SEO and other pieces of the industrial marketing - yet for all the diligent chopping or hammering, they never really get the results they expected, or even enough to justify the work.
The thrill is long gone, but as Seth Godin recently wrote recently "The work of a professional isn't to recreate thrills. It's to show up and do the work. To continue the journey you set out on a while ago. To make the change you seek to make in the universe." You have to keep at it, but with more than just brute force.
Inbound marketing is really complex, and there are any number of places where the potential to 'change your universe' can be derailed - more often there are many places which need to be individually optimized. A 2-3% improvement in 10 places can start to make a cumulatively significant difference!
But there's one that's increasingly important as industrial marketing success depends on putting your content in front of the right audiences....in a world completely flooded with content.