« Measuring the Risk Before You Buy | Main | Ready to give up your car? »

B2B marketers say content marketing isn't working

Screenshot 2014-08-07 23.25.00Drew McLellan is the Top Dog at McLellan Marketing Group

A recent study conducted by Integrated Marketing Summit and Starfleet Media offers some interesting food for thought. 

More than a third of the B2B marketers say that their content marketing efforts have not been successful. After reading through the survey results -- I think I can understand why.

They're treating content marketing like traditional marketing: Buy an ad, get a customer.  Share an ebook, get a customer.  That' not how content works.  Content is about building trust and value.  It's a long tail strategy, not a turn and burn effort.  If you think someone is going to share your infographic and immediately go to your website to buy something -- you are going to be disappointed.

They're chasing new customers and ignoring their best customers: This isn't just a content marketing issue, it's a generic marketing issue.  Most businesses are so eager to get a new customer that they neglect their existing customers.  Sadly, this is short-sighted.  Your best bet for a new sale is your existing customers.  Your content should serve them.

They think it's about selling, not helping: Look at the chart to the right.  Look how selfish their goals are -- know me better, get more leads, etc.  It's not that those goals are not worthwhile but content marketing is all about being useful. Their #1 goal should be to be a go to resource/subject matter expert. (which is the goal that got the least response) By being that subject matter expert -- you will get brand awareness, leads and sales.  But it doesn't happen over night.

They're holding their content hostage: The best content marketing sites share a lot of their content for free and without a firewall or gated page (requiring a registration to access the information) first and then add some premium content that they'll swap for an email address. Again -- teach me, help  me and eventually I will trust you with my email address.

They didn't know what to do next: Content marketing is all about creating a tribe of people who value you and what you do. But from there, you do need to move some of them into the actual sales funnel.  Most B2B companies haven't mapped out the entire process from first website visit to first sale. So they create the interest but there's no easy bridge from fan to customer.  

Don't get me wrong -- ALL marketing is about selling more stuff.  But you need to understand the sales funnel process of what you're doing.  Content marketing is about building relationships and being a trusted source first and eventually making the sale as a result.  That path needs to be designed and communicated clearly or else you'll be one of those B2B marketers who is frustrated by the results of your efforts.

You have to set realistic expectations for yourself, your team and the C-suite. You need to measure the right things and have the patience to create real value, real relationships and real trust.  Then and only then will you earn real sales.

 

You can download a copy of the study here.

 

~ Drew 

TrackBack

TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d83452ceb069e201a3fd4299c6970b

Listed below are links to weblogs that reference B2B marketers say content marketing isn't working:

Comments

The comments to this entry are closed.

« Measuring the Risk Before You Buy | Main | Ready to give up your car? »

Technorati Bookmark: B2B marketers say content marketing isn't working

This site is intended for informational and conversational purposes, not to provide specific legal, investment, or tax advice.  Articles and opinions posted here are those of the author(s). Links to and from other sites are for informational purposes and are not an endorsement by this site’s sponsor.