Content Marketing has taken off.
This seems evident from the fact that 9 out of 10 B2B marketers are increasingly looking at Content Marketing to increase their inbound leads. And they will be churning out more content in the coming year than they did in the last year. And they will push even more content the next year, the year after that and next.
Such large volume of content for sure would lead to a series of serious problems. Content will be lost in the sea of content. Barriers to Entry will become content itself as B2B marketers would be competing against each other a fierce battle with content. As zillions of pieces of content get published over the Internet, consumers of these information will slowly develop resistance to this channel of marketing like they did to the others. That sounds scary? Yes and No. Content which connects to the need of the buyers, content which is contextual, content which shares information rather than being ‘salesy‘ would still cut the clutter and get differentiated.
What B2B businesses need at this hour is to bridge their Content Marketing skills gap. And they need to develop their internal Content Marketing teams. SEO companies are re-branding themselves as Content Marketing shops, Video production companies are calling themselves as ‘Rich Content Editors’ and so on. With more and more getting associated to content, the search for the right content creation talent has started. And as businesses squeeze out the content juices from inexperienced content producers, what we are in for is lots and lots of content, sea of content from where weeding out the useful ones would be painstakingly difficult.
This content will look the same as yours – attractive headlines, attractive design packaging, attractive fonts and so on. 3 page ideas extended into a 20 page e-book, or people blogging because their managers forced them are classic examples. Only when readers consume it, will they know how bad the content is and that will force them to distrust the other content which they come up to. And that is your content! That sucks! Oh you bet it does.
Marketers are to see lower returns from Content marketing in the years to come. That would translate to fewer visits, fewer clickthroughs, fewer leads! Less Revenue. That hurts! But not everyone will suffer the same fate. Some of us will get to see increasing visits, increasing leads and more revenue. They will be protected against the threat to Content Marketing.
What makes these people special?
They invested in time or before it, to create something precious- a great Content Brand. As Velocity Partner presentation says – ‘A great content brand is famous for producing intelligent, useful and entertaining content that is always worth consuming‘.
What do I do to become a great Content brand?
1. Understand the buyer – Everything starts with the buyer. Understand their requirements, biases and preferences.
2. Be Authoritative – Know your area best and express them better than others which match the needs of your buyers.
3. Have a Strategy – Rather than creating one-off blog posts and marketing them, plan your content marketing strategy and execute it. Not one shot but be at it continuously.
4. Be Passionate – Without passion into what you are creating, the shine would quickly go off.
Because people who really like consuming your content will not just stop but they will share it with others to consume and your content will travel at much higher speeds and cut the clutter. Let us face it – Creating a great content brand is not an easy task. And today with more and more content, the task becomes incredibly harder than ever before.
Are you ready to take on the Content Marketing threat?