At the beginning of the year, Oracle Eloqua released a State of Content Marketing Survey Report that revealed the trends that were impacting content marketing and approaches that would be taken through 2014. And now, as we are closing in on what is possibly the most explosive time of year for content marketing (yes, I mean the Christmas/Holiday period), I thought it worth running a fine toothed comb across the findings to consider what has changed and what hasn’t. In doing so, we may find a worthwhile insight to drive our holiday content marketing efforts.
Some of the things to consider in your own content marketing include:
- Grow your own content: With 93% of respondents creating their own content in-house, 2014 was set to be a strong year for client-side marketers. However, just a little over half are regularly creating content for sales enablement. This leads to a disconnect between marketing and sales which can cause internal challenges and misalignment between business and marketing objectives. Lesson: Work with external agencies to expand content creation capabilities
- Tool-up to measure effectiveness: Almost 50% of respondents expected to successfully align content with the buyer’s journey by mid-2014. However, only 22% have an effective measurement strategy, and 23% don’t have the tools they need for measurement. This further exacerbates the disconnect between marketing and sales. Lesson: There are increasingly powerful measurement tools available. Now is the time to invest, evaluate and refine your measurement approach ahead of the holiday period
- Feed your marketing automation machine with quality content: Just like data, you get out what you put into content marketing. It’s not just a matter of “pumping out” content – the challenge for marketers is creating a centre of gravity which attracts customers, leads and opportunities to engage. This is done with quality content, and with 24% of marketers indicating they struggle to engage their audiences, it’s clear there is work to be done here. Lesson: The dream of one-to-one conversations at scale is only possible with a deep understanding of your customer’s journey, marketing automation that has been tuned to that path, and quality content that nurtures leads and moves your audiences from anonymity visitors to known customers.
Most marketers will have clear plans for the next two months, but it’s worth pausing and asking the question “Are we doing the right things and doing things right?”. In this digital age, strategy, execution and measurement are no longer time consuming – and marketers must learn to iterate their marketing at the speed of their customers’ lives. Find people who can help you experiment and climb aboard the content marketing express.
