Many production marketers say they often have trouble getting everyone in their company to understand content marketing.
Fifty-one percent say they face obstacles in overcoming traditional sales and marketing mindsets while 51 percent say they are facing challenges with creating valuable content instead of Sales-oriented content. Half reported approaching subject matter experts to create content as a challenge.
Those are some of the findings from today's release of Production Content Marketing Benchmarks, Budgets, and Trends by the Production Content Marketing Institute. With Insights for 2022 Sponsored by GlobalSpec .
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51% of #manufacturing marketers say they are challenged to transcend traditional sales and marketing mindsets, @LisaBeets via @CMIContent @Engineering _ 360. Click to Tweet Among other findings:
- 41% say they sometimes or rarely/never distinguish their content with the contest.
- 44% say they sometimes or rarely/never prioritize their audience's information needs over their own promotional messages.
But it doesn't have to stay this way, especially when it comes to creating long-lasting freshness with little or no direct customer interaction.
In research B2B content marketing In our broader survey this year, many respondents (but certainly not all) said content marketing had become more important to their companies during the early stages of the pandemic as events unfolded. direct events and direct selling becomes impossible.
Some production marketers say the same thing. Several people mentioned the change in sales in response, “What has the pandemic changed the most about your organization’s content marketing strategy/method?” Here are some of those responses:
- “For the sales team ours and engineers can't travel, they finally have time to spend on content, such as blogs and videos, which has been put into rear drive. We've produced more content than ever before. ”
- “It forced us to start with content marketing and focus on marketing. We used to be very sales orientation. ”
- “We rely more on marketing and sell become very invested in content, as they can no longer reach customers directly. ”
- “It enhances the role of content, like Sales Representatives can't go out on the street that much. As a result, they must adopt sales enablement tools and better understand what content to use when. ”
However, production marketers must still be on the lookout for a return to the old way of thinking. As one respondent said: “We are finally starting to embrace digital marketing. Our company management is extremely old and slow to change/adapt to current trends. ”
While marketers #produce#content has made progress where sales cannot use traditional methods, they must be wary of reverting to the old way of thinking, according to @LisaBeets via @CMIContent @ Engineering_ 360. Click to Tweet That is a warning sign. While the pandemic may have hit more with content marketing, the danger lies in keeping that momentum going – and not reverting to the old ways.
Keep positive momentum
Here are a few ways to ensure your production company stays on a positive path with content marketing.
1. Stay in touch with top management
Keep executives on top of the content creation work you're doing and why. Work with them on a content marketing strategy yours or share it with them if you created it independently. If you don't have a strategy yet, develop one now. If they try to change your strategy, be prepared to defend it if necessary.
2. Regularly communicate with the sales department
Many sales reps learned the value of digital content when they were unable to physically meet customers and prospects. Meet with sales at least once a month and weekly if possible so they continue to see its importance. CMI's 2021 sales support research found 64% of the most relevant sales and marketing teams always / often collaborate on content topics – make sure your company is in that group next year.
64% of the most relevant sales and marketing teams always/regularly collaborate on #content topics via @CMIContent #Research via @LisaBeets @Engineering _ 360. Click to Tweet
3. Secure a 2022 content marketing budget, so your content marketing can stay competitive
Research shows that 64% of production marketers expect their content marketing budget in 2022 to grow to 2021. 85% expect to continue investing in it. video in 2022 followed by events (68%), owned media assets (59%) and paid vehicles (57%).
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4 . Have a solid content distribution strategy
Only 19% of production marketers say they plan to invest in content distribution in 2022. If your distribution strategy is strong, that could be a good fit. But if you don't reach your content target , review your distribution approach. Great content is useless if it doesn't reach the desired audience.
5. Measure your results
Three-quarters of marketers produce measure content performance . These, 26% say they are doing an excellent/very good job and 55% report doing an average job. Make sure you're on the team that measures content performance and delivers above expectations. Leaders will want to see what you're accomplishing.
More findings from manufacturing marketer research
Video ranked as the most used (86%) content type, followed by articles/short posts (83%), and virtual events/webinars/online courses (70 %). Video is also said by marketers who produce this type of content to produce the best results.
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Video is the most used and most effective content type used by production marketers via @CMIContent @LisaBeets @Engineering _ 360. Click to Tweet Virtual events / webinars / online courses was used by 70% of manufacturing marketers, a 15 – percentage increase year over year. This makes sense considering the loss of live events.
While 88% say they have successfully used content marketing to create brand awareness, only 67% use it to build credibility/trust and 63% to educate their audience. These findings suggest that many production marketers can use their content to build and nurture relationships with potential customers and customers. customer .
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Rethink your production content marketing strategy
Don't let content marketing opportunities pass you by. Now is the perfect time to re-evaluate your content marketing strategy and improve the way you create, deliver, and measure content. As you can see by these findings, manufacturers still have the opportunity to build credibility and trust, educate their audience, generate demand/potential customers, etc with internal marketing. content in 2022.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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