Content marketing seems to be the new hype in the business world. But wasn’t it there before? Case studies, whitepapers, corporate brochures, corporate publishing, etc. – did we not have all of this before? Maybe the B2B world was better trained in this topic than the B2C folks.
The guys from Curata now train marketers with a step-by-step content marketing marathon infographic. It will make marketers understand what it needs to become efficient in content marketing, to have the right pace at producing versus curating content, to achieve the perfect help and support from your fans and get to the finish line.
Good luck – and don’t forget to drink some water!
A recent benchmark report by Pointroll based on the analysis of over 100 billion ad impressions in 2013 states that bigger banner ads perform better in digital advertising campaigns. The bigger ad formats, like the Rising Star, which was introduced by the IAB in 2012 has a 70% click-through rate (CTR) than smaller traditional banner formats.
Furthermore, the interaction rate of the Rising Star banners showed a significantly higher average interaction rate. While the Rising Star formats came in at 1.98%, traditional formats just achieved 1.08%. The video completion rate also performed better with 53.44% finishing to watch the video full length whereas the traditional formats came in almost 10% lower.
Although in-stream ads are critically discussed on their performance at all digital events, the report shows that in-stream video ads delivered a 4.5x higher CTR on average than their Flash ads competitors. Moreover, they achieve a 2.7X higher CTR when compared with rich media ads. The later when carrying video content showed a 22% higher average CTR compared with those rich media ads without video.
Interestingly enough, the report shows that longer videos performed better than shorter ones. The 30-second video ads got 55% more clicks on average than 15-second video ads. However, the 15-second videos had only a 6% higher completion rate than 30-second spots.
One of the main problems is that just 60.4% of the delivered and analyzed impressions of the report were “viewable” according to the IAB standards. The viewability rates were different by vertical. The employment and sports media outlets delivered the highest rate (72.6%). The community publishers performed at the end of the publishers (58.4%).
This is one of those secrets that is discussed in every single seminar we do: How does Google rank websites? Why does my website not rank higher than my competitors? What could be the best SEO strategy so that Google ranks us under the first three results?
The Google’s algorithm is one of the biggest secrets in the marketing world. The 200+ ranking features make it very challenging to find the right web strategy of your content and website structure. So, what’s the best way to develop a “Google-loves-us” strategy?
Neil Patel has created a nice infographic that illustrates the main components of the Google algorithm. Let’s see what he comes up with…
The main challenge to drive more traffic via search lies in understanding the holistic approach of Google’s algorithm. Obviously, it is about the final user that works with the website, reads the content and shares it through their own social communication platforms. Over are those days when people though the “link-in-link-out” game will solve the SEO war, when companies got paid for building link farms, and people got money to bring more links in. In the end, the user decides on what they need, and finally the Google Algorithm reflects that.
Some weeks ago, we spoke about a study that described what B2B decision makers expect to read on vendor websites. Now, a new study of 352 buyers (predominantly large businesses) from The CMO Council and NetLine shows that the majority of organizations (94%) favors to curate and circulate relevant content in their organization before finally deciding to purchase B2B solutions and services. For years, marketers thought B2B buyers and influencers alike are simply using vendor-related content from time to time.
The study makes clear that there is no real sharing structure to be made out from company to company. However, there are three main patterns that the study highlights in their results:
- From the Middle Out (35%): Execution-level executives search and find content about vendors/products and make the purchase. Senior management gets educated thorugh them why the decision was made.
- From the Bottom Up (30%): Junior or mid-level employees find vendor-related content and share their discoveries with senior management. Then they make the final decision.
- From the Top Down (29%): Senior managers find the content, then share it with lower-level managers for analysis and final purchase.
The same as with the sharing patterns, there are three key personas within the businesses who act according to their own behaviors, expectations and needs.
- Researchers: Primarily focused on new industry reports/research to inform them of advancements in solutions, trends affecting the markets, and opportunities for improvement.
- Influencers: Interested in both thought leadership found in trusted third-party channels and vendor-branded technology specifications, data sheets, and use cases. Their special interest is in summarized content, i.e. infographics, videos, and blog comments.
- Decision-Makers: Want to stay informed through broad research reports and analyst commentary. However, they expect to have access to detailed data to enable better decision-making at the tail end of the purchasing funnel.
The study reveals some further interesting insights. The vendor selection is major to moderate influenced by online content, find 88% of the B2B buyers and more than a third (38%) find that online content provides strategic insights and shapes the purchase decision. The content that is valued the most is research reports and studies (65%), technical spec and data sheets (50%), analyst reports (46%), whitepapers (35%) and posts on trade publishing sites (30%). The power of Google and the vendor website comes out as well: When more than two third state they start their vendor-related content sourcing with search engines and portals, it shows that the best training the marketers is to read the two B2B studies and draw some conclusion out of it for the future of your own content, PR and marketing acitivites. And if you cannot find a solution, we are happy to help…
Is it really still the phone number and the email address? Well, at least contact information should be easily accessible on B2B vendor websites. This is the main finding of a recent report from Dianna Huff and KoMarketing Associates.
The study, based on a survey of 175 B2B buyers, states that the majority of B2B buyers (68%) find the vendor’s address and contact information is mission critical information. Thus, 55% make clear they’ll leave the website if it isn’t accessible. For most B2B buyers (81%) want to contact vendors via email in the first place, phone comes in second place (58%). Furthermore, it is not only about accessibility. Credibility of a vendor’s website establishes for 51% of the respondents when contact or about information is displayed.
From a content perspective, 43% of buyers see pricing as a “must have” content on vendor websites. Having worked with different b2b vendors in the last years, we know that the challenge for them is the indirect sales when partners have different levels of pricing models that often cannot be displayed public; however separate logins can handle that challenge.
90% of buyers expect to see product/services information on vendor websites. They also want to see about/company information (61%), marketing collateral (37%), and testimonials (36%). Although social media becomes more impact in our daily business, only 24% try to find social media add-ons (24%) or look for blogs (22%).
Although the contact form is the most common way to get in touch with the vendor, only 39% like to use it. This is critical as buyers usually do not take too much time to stay on vendor websites.
Especially when getting bored or when they click out of a website, buyers tend to leave. Another mismatch that makes people leave is when video or audio plays automatically (93%). Animated ads, like crawling banners or pop-ups are also a NoGo for 88%, and a bad positioning about company offers makes 83% move to the competitor sites.
The findings of a study by Demand Metric and Netbase sound positive – but not on a second glance. Although most marketers seem to have understood why they need to work with social media analytics tools, they still haven’t figured out how it helps them to find the social ROI. At least, 61% of responding marketers use social media analytics tools, and of those 53% started working with the tools in the last two years.
The study based on 125 marketers (70% B2B-focused, 13% B2C and 17% split) shows that marketers find social analytics tools most valuable for helping with campaign tracking, brand analysis, and competitive intelligence. 60% of the reponsing people use social media analytics tools for campaign tracking, brand analysis (48%), competitive intelligence (40%), customer care (36%), product launches (32%), and influencer ranking (27%).
It still surprises me that the majority of respondents (66%) states that social media analytics tools are most valuable to help assess and quantify the degree of engagement. Is there more in it like understanding where engagement of the company is needed, leveraging content for production and curation, spoting the mentality and value of influencers, identifying engaged communities or platforms, or detecting features and traffic of personal brand advocacy? Obviously, most marketers are still far behind in understanding how to use and leverage social media analytics tools.
Although most marketers see the opportunities to leverage the social ROI, most are still in their infancy in converting data in findings, and leveraging social media in their daily business. The findings show that most of those marketers (70%) still cannot quantify their social media ROI. The question is why they cannot do so? Do you have any ideas or experience where the main challenges are? Is it a problem of resources, of technology misunderstanding, or simply not clear which social KPIs make sense to meet the overall business targets? Let us know what you think…
The perspective of Uberflip “predicts” that there are some obvious trends coming up in content marketing.
Not surprisingly, a “director of content” might be the new team member in companies. This might be nothing new when compared with our job title predictions for web strategy at the beginning of 2013. Some other aspects of Uberflip include: higher quality of content, content curation, multiscreen marketing, and what every consultant will love: bigger budgets for hopefully better content.
“Brands will step up their game by integrating great journalism and storytelling into their strategies,” states Uberflip.
Let’s hope their predictions proof to become reality. Or maybe, you see some other development in the near future. Why not share it with us…?
Last year, I had the pleasure to announce this gentleman for one of the main dmexco stage panels. And I can tell you, it was not fun to complement him to go off stage when their speaking time was up. Terence Kawaja is a funny character and great speaker, and he doesn’t like being stopped talking. Now, the investment banker and founder of LUMA Partners introduced his latest chart of the Lumascapes which will define a new status quo in the advertising industry.
After their numerous Lumascapes on search, display, video, mobile, social commerce, and so on, this time we get to see their perception world of native advertising. Although the definition on native advertising is still evolving and may seem some kind of “rough in barriers” and not very much detailed, it is making it’s way through the brand campaigns of companies. Not even the IAB playbook on native advertising gives us a clear definition on what exactly native advertising is, and how it differs from content marketing, branded content, or even how it can be located against approaches like story advertising.
To the guys of Business Insider, Kawaja said about his latest version…
“Given how consumers ignore banner ads, these new consumer – friendly formats are proving to be the engine for how marketers can engage audiences, especially in social and mobile contexts.”
Let’s hope he his right with his perception. I realized some brands of emerging companies are missing in the chart, maybe as it is an American view, maybe because we are often getting invites to the latest new start-up in this field, maybe as we see the world a bit different. Still, Kawaja and his team have done a good job again. Let’s hope he is joining dmexco 2014 again.
For years, I have been working in the B2B industry and have looked, maybe a bit envious, at those friends who were working for BMW, MINI, Red Bull, LVHM, going to fancy parties with the guys from GQ, or those who enjoyed other sexy lifestyle moments out there in the B2C universe. When I was telling stories about B2B channel strategies, brand campaigns of mainframe providers, B2B community communication, and even if it was around web TV in the year 2000 and around brands like IBM, HP, Intel or Avaya, nobody seemed to be excited about B2B marketing the way I was. Not many eyes smiling (only with a sense of sympathy maybe). Not many questions were raised or asked. Not much fun.
Being a B2B marketer can be a challenging and somehow self-motivating task. But there are reason why I have never lost the energy in being one. And the funny thing with user-generated content and storytelling is that I do not even have to write why I do what I do (maybe good and bad that is). I just had to listen to those like-minded souls out there on Twitter, expressing their inner feelings and their drive for the fun in a B2B world.
Dough Kessler really took his approach to “The Search for Meaning in B2B Marketing” but I would sign this for my career as well… and just have to curate his great presentation in order to make people understand my career and my B2B marketing story.
Achieving interaction with customers is a challenging topic. Bringing content on smartphones when people want or need it, is a great opportunity and a smart step to getting people informed and creating interaction – and not only if shops want to spread their brand and reach out to their visitors via Apple’s new iBeacon technology.
The Rubens House Art Gallery in Antwerp -enabled by the guys at Prophets- offers a complete new approach how the gallery can interact with their art fans via sending native location based content on smartphones and tablets. The art gallery uses location based beacons in order to deliver intelligent content in front of paintings around the picture itself, the artist or the time period when it was created. The link between the iBeacons and the content comes from an app the visitor has to download.