Are You Like Most Organizations?
To generate sales leads you do the typical SEO/SEM, maybe a little PR and email marketing, some social media, and throw in a touch of advertising and perhaps even a few events. You know, the standard stuff. But there’s one tactic in particular whose effectiveness can significantly impact the performance of these other tactics – content marketing. Content marketing sits at the center of the marketing function and is currently employed by close to 90% of all B2B organizations (Source: 2016 B2B Content Marketing Trends – North America: Content Marketing Institute/Marketing Profs) and almost 80% of B2C organizations.
Now to ensure that we’re all clear about what I’m talking about when I refer to content marketing – the Content Marketing Institute defines content marketing as “… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” If you’re good at this, then you are more likely to do well with SEO, SEM, PR, brand building, advertising, social media, web visitor to lead conversion rate, and lead generation in general.
The Enemy of Content Marketing
So, if we can just do content marketing really well then you’ll generate tons of sales leads and business will be great – right? Here’s the problem – content marketing has a villain that is out to ruin its awesome power and the name of this villain is “content marketing.” Since almost everyone is doing content marketing – people are becoming numb to it.
It’s estimated that about 27 million pieces of content are shared every day. The vast majority of this content is generic. It’s intended for a group of people – sometimes a very, very large group like tech marketing VPs. The result is that the more content marketing we do – the less effective it becomes. So, what do we do now?
Content Marketing Take 2 – The Next Wave
If you were given the option to have a white paper, an article, an infographic or some other piece of content that was meant for you and the other 10,000 people that also fit into whatever market segment you have been slotted into – or you could have something that is personalized to your specific individual need – which would you prefer? It’s a stupid question isn’t it?
The next evolutionary stage of content marketing requires the delivery of individually personalized content to members of your target audience. The personalization of this content will occur automatically and in most cases should happen instantly. This content is known as interactive or personalized content.
In order for a website visitor to get interactive/personalized content they will need to provide you with some information about themselves so that content can be appropriately tailored to their needs. This information now gives us the ability to more effectively lead score, nurture, and prioritize the efforts of our sales team so that they can be more productive. Sounds great – right?
Hold On – There’s A Problem?
Ever try to create a piece of interactive content for your website? Something like an automated price quote, some type of online assessment, quiz or maybe an ROI calculator? I did, and it was very expensive to create because I needed to hire a web developer to build it for me. And, once it was done I wanted to tweak it and that required me to go back to the web development team and pay them more money.
The idea of creating interactive content instead of traditional content is a great one and not a new one. However, the reality is that creating interactive content is just too costly.
The Bridge from Here to There
To get from the production of traditional content to something that is interactive and personalized – a non-technical person – like me – can now use a product like Decisionaire to create and deploy interactive content marketing pieces.
Yes, it’s true. You can do this now – inexpensively.
With an application like Decisionaire you can build a slew of interactive content marketing pieces at a fraction of the cost of building just one piece of interactive content by using a web/software developer.