IDS Enterprise recently published the results of their 2012 B2B Content Marketing Trends survey. The report is loaded with interesting information, and two statistics in particular exemplify company’s need for content marketing resources:
- 56% of companies say they don’t have enough time or resources to create content
- 53% of companies say they struggle to create truly engaging content
These two statistics exemplify a company’s need to outsource content generation to a 3rd party resource. Facing these two huge challenges, how can a company effectively generate interesting content?
BEFORE WE JUMP TO THE “HOW”, IT’S IMPORTANT TO UNDERSTAND “WHY” CONTENT MARKETING IS IMPORTANT:
Content marketing is a strategy used for a few different purposes:
- Lead generation – Simplified explanation: When people search for information on Google, and you have content on your website that matches up with their search, you get more traffic to your website.
- Thought leadership and market education – If you provide rotating equipment services and you blog about the importance of maintaining your centrifugal pump, then you will be positioned as a company who is educating their customers.
- Brand awareness – Similar to reason #2, if your brand is writing about relevant industry topics, then potential customers will become aware our your brand and the services you provide/products you sell.
WE’VE GOT GREAT WRITERS IN OUR COMPANY. SO WHY SHOULD WE OUTSOURCE OUR CONTENT MARKETING RESPONSIBILITIES?
Now I’ll tie back to the stats that jumped out to me in the survey:
56% of companies don’t have enough time or resources to create content
53% of companies struggle to create truly engaging content
What good are great in-house writers when they don’t have the time to dedicate to writing great content?
Content marketing agencies, like Marketing Refresh, exist to fill in this gap. Content marketers will dedicate themselves to learning their client’s industry (if they don’t already), learning your customer buying cycle, researching the keywords customers use to find your products and services and will put together a content strategy that leverages those learnings.
Content marketers know how to draw the information they need to write interesting and engaging content from a company’s internal experts. Almost every client we have ever encountered has the knowledge. It’s just a matter of working out the most effective process to cultivate that knowledge in order to turn it into a blog post, video, presentation or case study.
To view the complete IDS Enterprise survey results, view the SlideShare below: