Content marketing is a high priority for many businesses, and the proportion of a marketing budget that is typically allocated to content marketing is growing.
It will not surprise you to learn that for technology companies, customer case studies are extremely popular for content marketing. To be effective for content marketing, a story has to be unique and it should not be available anywhere else on the Internet so case studies are ideal.
However, companies can work with other forms of content as well. “How To” articles and guides to best practice are popular too. A new piece of research, presented as a report, can work particularly well, because the information it contains is genuinely valuable to the reader.
While this sounds easy, many businesses are finding it challenging to create enough “content” that is of sufficient quality to be attractive as a content download and many companies are struggling. It requires an editorial approach and a “content strategy”, plus some investment in research and careful writing to create the kind of genuinely worthwhile documents which the website visitor will want to download and view.
It takes more effort than many people realise, but if you compare content marketing with other ways of making new marketing contacts, such as gaining sales leads at a trade show, or staging a marketing campaign with a publisher, you soon realise that if it is to be effective, it is unlikely to be easy or free.
IBM predicts that by 2020 the digital universe will be four times bigger than it is today. I guess much of this will be a direct outcome of the marketing ‘content’ we are creating today.
Hand in hand with this, IBM also predicts that we could see a trend towards “dark social”. This is a phenomenon where people no longer want to share everything about their lives on social media – the greater proportion of conversation on social media now takes place in private within the messaging applications.
I heard this at a great talk by Jeremy Waite, at the Technology for Marketing Show, where he introduced IBM’s latest work with AI and marketing. Another interesting trend, which we are beginning to see – is for the big IT companies, and I am sure Facebook will be one of the first of these, to look for ways to track emotions as well as clicks. While it may seem strange at first, it would really be extremely simple for a company to track emojis and feed the data back into their marketing information.
With these trends evolving, personalised marketing where you approach each contact with the right message at the right time becomes more complex, as there is more data to read. This is a new challenge for marketers, and Big Data and data analytics are likely to become drivers of marketing – working to understand feelings and emotions – especially in the bigger consumer-facing companies.
Targeting PR campaigns to SMEs is not easy, yet this is a market that some of my technology clients are aiming for. SMEs are the companies that typically have any number of people up to about 200.
Thinking about PR and media for this audience, it is difficult to find a media channel that reaches them all, because they include so many different kinds of companies. They could be retailers, manufacturers, service providers, professional services, or providers of food, drink or hospitality, and they have very little in common except that they are businesses that fit a certain size bracket.
I believe that to conduct a successful promotion, you need to know your customers better than this. There will be groups of customers in different sectors and some may stand out as being more attractive than others. It’s also likely that the clients in different sectors may use your products or services in varying ways, and for different reasons. So it may be helpful to break that SME sector down into vertical markets which will have their own trade media, exhibitions, newsletters and forums.
It can be a very interesting exercise to conduct a Straw Poll and see what media, magazines and websites the customers actually read, and where they would look for new suppliers. There’s a lifestyle factor too. For example, people who travel a lot by car may listen to radio, and people who travel by air may prefer to use laptops and tablet computers and of course, online news services and discussion groups that go to particular groups are great for reaching particular sectors.