B-to-B Marketing 2014: Strategic and Measurable Content

Content Marketing Grows Up

Many B2B marketers have already recognized the immense worth in providing value-added content geared towards their customer demographic. Content marketing is commonplace on company websites and blogs, and proves its advantage in search engine optimization (SEO) strategy.

93% of B2B marketers use content marketing, yet only 44% say they have a documented content strategy, and only 9% really feel their organization uses it very effectively (B2B Content Marketing: 2014 Benchmarks, Budgets and Trends).

2014 is the year that content marketers are expected to get it right (if they haven’t done so already). As higher level executives buy into the concept of content marketing, the emphasis will shift from quantity to strategy and measurement. 58% of B2B marketers surveyed plan to increase their spending on content marketing over the next year. As marketers are allotted the time and given the resources, content marketing strategies will become more complex and results oriented.

Do you have plans to energize your content marketing strategies this year? Here is a resource we’ve found useful when it comes to budgeting for content marketing: 5 Steps to Create a Content Marketing Budget for 2014 and Beyond. And this Hubspot download is one of the best collections of “hacks” and strategies for strategically planning out content creation: 34 Tips and Tricks for Planning and Creating Content.

Don’t forget, part of your strategy should also include planning to repurpose the content you generate. For example, the topic of a popular blog post can easily become a slideshow, an infographic, a video, a whitepaper, and of course, a social media post. Developing content requires an investment of time so make the most out of it – consider how to apply your work to channels outside of your website, including direct mail newsletters or other mailings, email messages, and social media posts.

More resources for building your content marketing strategy:

About Compu-Mail

Compu-Mail (www.compu-mail.com) provides end-to-end direct marketing and business printing services to companies across the U.S. and Canada. Headquartered in Grand Island, NY, Compu-Mail services include direct mail, email marketing, data driven marketing with database management, statement rendering, variable imaging, and digital retargeting. Compu-Mail can be reached at 800.255.0670 or marketing@compu-mail.com.
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