The 5 habits that content marketers should develop in the 2014

Absrtact: Are you curious about how the best content marketers can be different? Do you want to make a new leap in your content marketing skills? Compared to 2012, this year's content marketing, whether in the mature operation or innovative ability has a decent performance. So

Are you curious about how the best content marketers are different? Do you want to make a new leap in your content marketing skills? Compared to 2012, this year's content marketing, whether in the mature operation or innovative ability has a decent performance. Then, what successful experience in the past content marketing can be used for reference, the 2014 content marketing and how the trend of development, from North America a new research report can provide us with some ideas.

On the one hand, the content marketing industry is still growing, the future of the road is still very long. On the other hand, confidence in content marketing continues to boost as more marketers touch the doorway.

Content Marketing Cato and MarketingProfs have just released their latest study, "benchmarking, budgeting and trends for business-to-business content marketing in the 2014" (North America). From the report, we can see very clearly that the key to the success of those business-to-business marketers is to do more! What did they do more? Spend more money, pay more attention to strategic planning, use more ways and social media platforms, and, of course, produce more content.

Now let's take a full-body scan of these successful people who are familiar with content marketing, and look at their 5 habits and trends in content marketing through specific data.

1, arrange the person responsible for the content marketing strategy

73% of business-to-business organizations will arrange for professional content marketing strategies, but different levels of marketing companies in this respect performance is significantly different. 86% of the high level companies in the formulation and implementation of marketing strategy will be assigned to the person, but for the unsatisfactory performance of the peers, this percentage to 46%.

Small brocade bag: Don't deceive oneself again, you need professional person to manage content marketing!

At least one person in your organization should be in charge of the initiative of content marketing, and this person should be responsible for implementing and implementing the strategic objectives to be achieved. In the Epic content Marketing, Joe Pulizzi said that most of the time, the failure of content marketing was not due to the lack of good content, but the absence of effective execution.

Even a small project that has no extra budget to hire a professional, you can also have a manager in the company oversee the production of the entire content.

2, the intention to formulate content marketing strategy book

Of the most successful marketing organizations, 66% will work the development of a content marketing strategy book. For the mediocre and underperforming marketing agencies, the ratio fell to 44% and 11%, respectively.

Small brocade Bag: Successful content marketing is inseparable from good strategy book

If you're doing content marketing without seriously writing a strategy book, it's time to stop gambling. To date, the success you have achieved can only count as luck.

First you need to be clear about what content marketing brings you, and then write down your goals, plans, and metrics for demonstrating results. At the same time, you need to make sure that every employee involved in the production of the content is embodied in the Strategy book.

3. Use as many ways as possible

The results of data statistics show that the most successful business-to-business marketers use 15 ways of content marketing on average, and that those who are less successful typically use only 10. In the case of an information map, only 38% of marketers last year used this approach, and this year the proportion grew to 51%.

Small brocade Bag: Continuously expands your content marketing matrix

This is the era of multimedia prevalence, consumer attention is increasingly fierce competition, marketers are always racking their brains to create content to win consumer interest and participation. Even if the challenge is less severe, you should be able to identify ways to get the best return. The most successful marketers understand that they have to keep up with the consumer, and that's why they need to be more extensive and put in more ways (such as text, pictures, apps, videos, etc.). Of course, the amount of budget determines what you can do and what you can't do.

If you're working on a small project, take the lead in the most effective way in the present, such as social media, email newsletters, and blogs. As the budget increases, then gradually enrich your marketing style. Never be satisfied with the way you used last year, your content marketing matrix needs to be constantly expanded!

4, a lot of use of social media

Business-to-business content marketers use an average of 6 social media platforms to spread content, up from 5 last year. As expected, LinkedIn was at the top of the list, followed by Twitter, and Facebook ranked third. Social application growth is also significant, with the three most popular apps being SlideShare, Google + and Instagram.

Small Kam sac: full use of social media

No content marketing is not sponsored by social media, because social media can drive content exposure well and further influence the next spread matrix. Another report from Brafton shows that 70% of consumers tend to go to the brand's blog content after they have read the articles they share on social media. Once they get there, they will be more focused.

As a content marketer, you should personalize the different social media channels to get more accurate attention and participation. Of course, don't forget to "praise, forward, comment, collect" These functions, they can enlarge the voice of the brand on the network.

5, create more and better content

73% of business-to-business content marketing produces more content than last year. Specific to different levels of marketing agencies, 78% of the industry leader is constantly committed to the rich and diverse content, but also 57% of the relatively low level of practitioners focus on the continuous extension of content.

Small Kam sac: Quantitative change causes qualitative change

Business-to-business content Marketing is an ongoing effort to improve content creation. The obvious reason is that the ultimate goal of the content is to attract new consumers and maintain existing consumer groups. Your content needs to answer product-related questions from all of your followers to facilitate their purchase decisions. Therefore, you should become a "content producer" with excellent quality.

If you're not sure that creating more content is a better option, look at some of the discussions at the 2013-year content marketing World Congress. Experts are asked whether multiple content is better than less, and the following are the most agreeable answers:

Joe Chernov: "Quantity!" You can create great content, but it takes 3 months to create another. So what are you going to do in the meantime? ”

Marcus Sheridan: "The amount is daunting for those who are afraid of producing content because they think it will be epic work." Quantitative change causes qualitative change, content marketing is not rocket launching. ”