When it comes to social selling, many companies and brand believe that content marketing is the secret sauce. But content marketing is not a lead engine when not controlled, qualified and distributed properly. A recent report by Beckon states that the average amount of image and video content from brands created and posted tripled since 2015. But not for the good.
The report finds that 90% of consumer engagement like Likes, shares and comments was generated by only 5% of that branded content. „In other words, 19 of 20 pieces of content pieces get little to no engagement,“ it concludes. Considering all the buzz around content marketing that we could hear at digital events like dmexco, these numbers are quite interesting. And the doubtful success some companies pretend to have with it raises the question if marketers are not trying to sell too much with content marketing as Mike Templeman suggests in his latest article on Entrepreneur.
Beckon also shows that the volume of content from some brands is incredibly high. The data service company tracked 29,000 and 50,000 individual pieces of content by each one brand. It becomes clear that companies are wasting content and obviously do not know how to make most out of it. The data of the insights for the report was collected from companies like Coca-Cola Co., Gap, Microsoft, HP, Reebok, and others that Beckon is working with.
Beckon CEO Jennifer Zeszut states in an interview that some brands seem to have the primary key performance indicator (KPI) on content to generate more of it. Obviously the study proves that case with the numbers.
The reports claims that the value of paid versus owned media seems to be unbalanced which seems to be a proper explanation considering how social networks are changing today and becoming more of paid media platforms. Furthermore, the report finds that there is just a 7% increase among its clients in paid or so-called „working“ media. Compared to that nonworking spending of their clients increased by 50% year over year, it shows how uncontrolled the budgets are spend in content production.
And despite the fact that programmatic is not everybody darling, the Beckon findings showcase that digital media bought programmatically by their clients generates twice the return on investment of other digital buys. However, just about half of measured digital spending was bought programmatically.
But the question is why this content is not triggering engagement. According to Beckon, often the lack of quality control at companies is a challenge. Many content teams simply overlook the content process by delivering guidelines and checking the produced quantity of content. However, they lack on proper content delivery and distribution. Content marketing is nice tactic but you need to know how to leverage social selling properly with the right strategic KPI set. Then content marketing gives you the right business impact.
A recent study 2015 Content Marketing Survey by content marketing agency Castleford states that the amount of marketers committed to content marketing is increasing. According to their results 65% (compared to 48% one year ago) of marketers want to boost their content marketing next financial year. Their plans is to invest more in time and resources.
Even more, 97% of participants of the survey said they will increase or retain their current level of investment. And the respondents also face the support of their C-level executives. Of the responding marketers 76% replied their C-level executives viewed content marketing „quite positively“ or „very positively“.
Obviously, there are also some challenges involved in content marketing creation wit time (45%) and budget (29%) being the biggest problem. Just, 3% that mentioned their C-level buy-in is their biggest challenge to content marketing will be probably persuaded over time, we think.
In terms of content marketing tactics the study shows that social media (81%) is still the favorite online marketing tactics in this field. However, the biggest growth opportunity shows video marketing and paid promotion of content for the next year. 61% are already using video marketing, (increase of 13% compared to last year). This is probably also driven by the main players Facebook and Google.
The variety of content marketing is also growing though. Almost every second marketer said that they use five or more different online marketing channels (45%).
Although Castleford director Rob Cleeve is confident with the development of content marketing, he also makes clear that marketers need to deliver results with it as well: „In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it’s benefiting the bottom line.“
Content marketing definitely has changed the advertising industry drastically. However, the main challenges involved are the appropriate use of data with content to drive the right story in the right context to the right user at the right time. Here we see massive problems for many marketers still in our work with customers. Post-it recently explained it nicely in a video that leverages their banner and ask many question in terms of how retargeting actually kills good content marketing in terms in the example of banner ads.
The infographic of the study carries all relevant results of the Castleford study.
It is a poor testimonial that B2B enterprise executives give their demand generation efforts. According to recent survey conducted by ANNUITAS, most of their campaigns aren’t meeting the goals oft he leading company heads. When just 2.8% of rsurveyed respondents say their campaigns are effective, most of us will wonder what needs tob e done to become more effective.
The study titled „Enterprise B2B Demand Generation Research Study“ focussed on marketers in the B2B enterprise space with 500+ employees and over $250 million in annual revenue.
The study shows that there is obviously a massive disconnect between what marketing departments want to deliver and how the results should look like. Measurement, metrics and KPIs seem not at all aligned with the business goals which somehow surprises bearing in mind that the industry is talking about this phenomon for quite some time now.
Still, marketing decision makers are not very much successful with their demand generation. When 60% state they don’t feel successful with their tactics and just under three percent feel very effective, it speaks a clear language.
The study comes alongside some recent survey by… which also shows that one oft he challenges ist he alignment with sales departments and their leaders. Many companies still are not clarifying what needs tob e done to deliver on demand generation efforts.
Especially when it comes to lead generation, the quality of leads is a point of unalignment. In terms of goals, the quality of leads is for 77% the most pressing goal, followed by customer cross-sell/upsell (56.6%), volume of leads (51.9%), and brand awareness (50.9%).
The survey proves that demand generation is not meeting buyer expectations. Whether it i content marketing or the creation of buyer personas, marketers need to improve their knowledge and capabilities in demand generation in order to meet business expectations. Companies need to invest in coaching and training when they keep up with the market and have a clear demand generation strategy.
Social media marketing has become more and more important for retail marketers in the U.S. this year compared to 2013. This states the latest reports by Extole which was based on the survey response of 302 people responsible for marketing and technology at U.S. retail companies. However, mobile marketing and email are still top priorities as well for those marketers across various verticals, company sizes and geographies.
Although social media marketing was the leading marketing spend compared to last year with 41%, mobile advertising (32%) and email marketing (31%) were catching up as well. Whereas thee marketing spends were on the sweetspot for budget spends, topics like display advertising (28%), content marketing (28%), and paid search (24%) got less marketing spends this year.
The report also made clear that retail marketers use social media and email two most (85%). Not surprisingly as social media was mentioned as the most effective tactic for acquiring customers. 50% of the retail marketers have picked it in the top three results. Nevertheless, if retail marketers want to convert retail customers, email marketing is still seen as the most effective marketing tool.
If we compare this report to another much broader study by Capgemini „Digital Shopper Relevancy Report“ that asked 18.000 consumers around the globe, marketers might be putting too much emphasize on social media marketing. Marketers might have a closer look at the not „socially-engaged shopper“ categories and then decide in which markets to invest in social media marketing, and which stay with a broader holistic digital marketing approach.
What is your experience on how to best address your customers in the retail or technology space?
Adobe’s CMO.com did a great job in summarizing the leading social networks for business in one nice infographic alongside their CMO Guide to The Social Landscape. The marketing technology company checked each of the platforms according to four criteria: brand awareness, customer communication, SEO and traffic generation.
Obviously and not surprising, the leading platforms are Twitter, Facebook, LinkedIn and YouTube. From our experience not all marketers are aware of the importance to change the contents for each platform and not just run them in different timings. The target-groups on the various platforms may be quite different, thus their interests in content and context as well as their wants and needs might vary extremely – although they might be the same people sometimes.
YouTube will probably become the leading platform when the whole world is more driven by Millennials and their input. Although you might be thinking about funny videos, going viral now, most of the business content can be manuals, employer branding stuff, or even product explanation videos. The opportunities are massive and it is time for marketers to realize.
In the B2B space, Slideshare might be a new platform for marketers. The chances are big here as well, as companies and brands get the option to show presentations from various standpoints. Especially, if the company is addressing different stakeholders in a purchase process, it is sometimes good to open up some thoughts before the meeting, so stakeholders can prepare. And, how often did presentations before meetings not go through as of company email file restrictions…?!
Obviously, Google+, Instagram, Pinterest play a role from a corporate brand perspective. And Google+ especially from a SEO and content marketing point of view. However, we are still at the beginning and every case needs to be evaluated on its own.
Any important platform you are missing in the top 8 social networks?
The questions we usually get from marketers are quite similar: What makes a good blog post? When is the best time to publish? How do questions in headlines perform? And so on. A recent report by TrackMaven analyzed 1.16 million posts from 4,618 blogs and 1.9 million social shares of those blog posts. The results were published in their Colossal Content Marketing Report. The analyzed content included blog posts from various publishers, like content marketers, individual bloggers, and media companies.
The report shows that Tuesday and Wednesday performed as the most popular days for publishing posts. Of the analyzed blog posts 87% were published during Monday and Friday (9 AM to 6 PM ET with a peak at 11 AM-12 PM). This does not say though that weekends don`t perform well. 13% of blog posts published on weekends got more social shares per post on average. Although just 6.3% of posts were published on Saturdays, these still received 18% of the total social shares.
As most marketers strive for engagement to justify their social business activities, one of the findings will be of best interest for them. The most social shares from blog posts came in the evenings around 9 PM-midnight ET (highest engagement 10-11 PM). Special peaks also occur when people get their coffee, meeting hours go down and after midnight TV shows (4-6 AM ET, 7-8 PM plus 1-2 AM).
Some more findings…
– Blog post titles of around 60 characters in length performed with most social shares (average was around 40 characters in length).
– Blog posts with question marks in their title had almost twice as many social shares that those without any punctuation.
– Blog posts with a mixture of capital and lowercase letters achieved most shares.
– Blog posts get most sharings via Twitter (Tweets shares got 38.6% of total social shares) and Facebook (Facebook shares 26.7% – Likes got 33.8% of engagement).
The headline definitely is a key element for blog posts being read and getting shares as on Twitter and Facebook there is not much more to see, and many people won’t even read but still share it the blog post. Although the magic headline might sound like a perfect tactic for blogging, there is more in blogging tactics than knowing when to publish or some rules around punctuation. Good content, relevant aspects, various point of views (interviews) and probably one of the main elements: continuity. Most blogs starts euphoric and die after some weeks. Blogging is a time-consuming challenge but with the right blogging tactics it is not rocket-science.
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!
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.
Are you planning your lead generation programs at the moment? Well, you better be quick then. Why? The conversion rates for B2B online lead campaigns generate the best results when the year starts – so now! The reasons are quite obvious: Budget are fresh or renewed. Funds are starting. Conversion falls below average in the Christmas month, probably as of intense planning activity and budget cuts. Not surprisingly, the summer months show a significant decrease in conversion activity.
The findings are coming from some recent analysis by Software Advice, based on data generated from over six million visitors to the Software Advice website in the last 5 years. Although this might be some very detailed experience for the B2B software industry, it is still valid and applicable for the whole b2b industry if they do lead generation programs.
The report shows that B2B buyers were most active on the Software Advice website Tuesday through Thursday, with Tuesday being the most active day and Wednesday driving the highest conversion rates.
Interestingly enough, traffic peaks in the first half of the day, and especially around lunch time. 53% more unique visitors showed up during work hours when compared with Software Advice’s unique visitor traffic.
Comparing this with other engagement studies from the social media world (here and here), we see that the time around midday seems to be best to get people engaged in content marketing, social media and lead generation. Speaking from our own experience with silicon.de over ten years, I can say that the morning hours when people get their first coffee were also successful in lead and demand generation.