B2B Business Marketing: The Continued Importance of Content Development - Televerde - PowerPoint PPT Presentation

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B2B Business Marketing: The Continued Importance of Content Development - Televerde

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During the past couple of years, content development has surfaced as a major topic in B2B business marketing circles. Solid content geared to the interests of prospects can jump-start any marketing program and improve conversion rates. Take a look at this presentation on b2b business marketing from Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider of sales pipeline development solutions. For more information about lead generation programs, visit today. – PowerPoint PPT presentation

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Title: B2B Business Marketing: The Continued Importance of Content Development - Televerde


1
B2B Business Marketing
  • The Continued Importance of Content Development

2
B2B Business Marketing
  • During the past couple of years, content
    development has surfaced as a major topic in B2B
    business marketing circles. Solid content geared
    to the interests of prospects can jump-start any
    marketing program and improve conversion rates.
    Today, many companies are setting their sights on
    developing the best content marketing program
    possible. But, how do they accomplish that feat?

3
B2B Business Marketing
  • One way to determine how to create successful
    content for B2B business marketing is to look at
    past performance of previous programs. In 2011,
    the Content Marketing Institute conducted a study
    to evaluate performance and identify trends to
    expect this year. This article will focus on the
    studys conclusion relative to content
    development programs.

4
B2B Business Marketing
  • Content Development Still King in B2B Business
    Marketing
  • First, we need to define content marketing or
    content development as its interpreted by B2B
    marketing professionals. A common definition
    refers to it as a marketing function in which
    professionals create and distribute content of
    interest to a companys target audiences.
    Content marketers use a variety of formats to
    attract and retain customers.

5
B2B Business Marketing
  • B2B marketers rank content development and
    alignment as a must-do strategy, and its here to
    stay. Some interesting findings supporting this
    continued and increased dedication to content
    development include the following
  • Nine out of 10 B2B marketing professionals use
    content development to increase leads and close
    new business.

6
B2B Business Marketing
  • During 2012, 60 percent of respondents said they
    plan to increase their spending on content
    marketing. And, these marketers expect to spend
    over 25 percent of their marketing budget on
    content development projects.
  • The average B2B marketing program will use eight
    different content marketing tactics. The most
    popular tactics include article posting, social
    media, blogs, eNewsletters, case studies and
    in-person events.

7
B2B Business Marketing
  • Successful B2B marketers are creating content
    based on the stage the prospect is in the sales
    cycle. Tailoring content is a key strategy for a
    results-oriented program.
  • An increased number of B2B companies are
    outsourcing content development projects. This
    particular study found over 60 percent of
    companies hire outside consultants to develop
    content.

8
B2B Business Marketing
  • How Do B2B Marketers Know Content Development is
    Working?
  • As with any marketing program, marketers need to
    measure results objectively. So how do they do
    that with content development projects?
  • According to the Content Marketing Institute
    study, more respondents than the previous years
    findings believe content marketing is effective.
    But what about objective data to support
    performance?

9
B2B Business Marketing
  • Web traffic was the success metric most
    respondents used to gauge content marketing
    success. Increases in site visits and specific
    downloads of content can provide a more objective
    look at the level of interest in any particular
    form of content.
  • Another metric being used more is sales lead
    quality. As prospects access content developed
    by B2B marketing professionals, they can be
    measured to determine how closely matched they
    are to the companys lead scoring. The higher
    the score of any prospect, the better quality
    lead the content has generated.

10
B2B Business Marketing
  • In B2B marketing, this measurement criterion
    seems to provide greater insight into the success
    of a content development program. After all,
    companies need to attract qualified leads that
    can be worked through the sales pipeline, not
    just a high volume of downloads.
  • The feedback from the Content Marketing
    Institutes annual report along with the findings
    in other studies conclude that content
    development is here to stay as a must-have
    component for effective marketing, lead
    generation and lead nurturing. Its an
    established, accepted practice that generates
    stronger results. And, more and more companies
    will jump on the bandwagon and expand their
    content marketing into a core strategy for B2B
    business marketing.

11
About the Author
  • Larry Fleischman is Director of Marketing for
    Televerde, a leading B2B provider of sales
    pipeline development solutions. For more
    information about B2B Business Marketing , visit
    http//www.Televerde.com today.
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