Best-in-class” companies across a wide range of industries are twice as likely to use a DAM (or MAM) system for marketing functions than the average company in their respective industry. These same “best-in-class” companies reported a 23% year over year reduction in time to market, and an 18% increase in average return on marketing investments.Read more about Marketing Asset Management made easy[…]
A recent Linkedin survey of over 6,300 buyers, marketers and sales shows what content buyers rate important. What content do you need to produce, manage and distribute for effective sales enablement? A summary is that customers still rate the “what is it and what does it do” content most highly but your customer facing peopleRead more about For sales enablement – what content do you need?[…]
How popular are your files? As the owner of a file about your products or services there are many ways to put the file out in the public domain for others to view and download. If you want to see how many times your file has been downloaded or shared your options start to narrowRead more about Who’s counting file downloads?[…]
Free eBook – A marketer’s guide to automating the distribution of digital collateral.
Content is the “new face of marketing” for B2B marketers driving leads into the business, but of course content is not just for lead generation. There is far more.
Marketing is usually the hub of an organisation’s whole go-to-market process and information must support customer relationships at every touch point and all product functions from inception to retirement.
The more complex your products and services, the more content you’ll have of all types from documents to images and videos. Add the need to execute campaigns more quickly, with shorter product life-cycles and support for mobile sales teams, product managers, partners and customer services.
Now, keeping any kind of unified control over what content and messages are used becomes even more of a headache. It consumes resources and budgets and few marketers want to spend endless time on the admin tasks of managing information and responding to demands from other departments; time that could be better spent on strategic work or campaigns.
Delivering the right information (content) to the right people at the right time is an obvious requirement.You could be forgiven for thinking that content is primarily a marketing and sales need. When you google B2B content, “content marketing” and related services fill the first few pages. A simple definition of content marketing is “using content to engage a target audience to drive profitable customer activity”, and it’s clearly an important part of a company’s go-to-market activities, but it is only part.Go-to-market functions, such as sales, marketing, product management, partners and customer services all use company information and generate content of their own. Each of these functions is a touch point in the overall customer experience and plays a key role in the outcomes of the go-to-market process. Yet they are often isolated from changes in the marketplace, from a company’s strategic priorities, even from each other. Read more AboutWhy “go-to-market content”? …
90% of consumers find custom content useful. (TMG Custom Media) Articles with images get 94% more views. (Jeff Bullas) 58% of consumers trust editorial content. (Nielsen) 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (Content Marketing Institute) 60% are more likely to be on the lookoutRead more about Why is content marketing important?[…]
In a world where over 80% of buyers educate themselves about suppliers’ products and services online, nine out of every ten Product Managers believe that buyers do not have access to correct and current information.
In other words most suppliers today “educate” prospects with out-of-date, incorrect and erroneously duplicated information.
It’s not intentional. Suppliers want to provide the best information but managing distributed content is complicated and expensive. Most marketers and product managers lose control over their content once it goes online or is distributed to resellers.
Although understandable, this status quo is unacceptable to buyers. Whilst researching the problems they want to solve, prospects consult supplier websites, LinkedIn company pages, trade publications, blog posts, white papers and user forums. Suppliers with contradictory information across these platforms are becoming increasingly less likely to be trusted and shortlisted. Read more AboutStop playing Russian roulette with your products …
£72.53 billion was spent on content, video marketing and social media in 2013 (eMarketer) so if you haven’t started your content marketing efforts, it’s time you did. 79% of B2B marketers use content marketing to achieve brand awareness goals. (Content Marketing Institute and Marketing Profs) 91% of B2B marketers use content marketing. (Content Marketing Institute) CompaniesRead more about What is the big deal about content marketing?[…]