Written by: Vickie Sullivan | July 30, 2020
Content Marketing: 2 Important Trends
When it comes to deciding subjects to explore in content marketing pieces, a lot of us write what we think is useful, throw it up on social media, and hope for the best. (Guilty as charged.) This approach is the thought leader’s version of making hope a strategy.
If you want more data about what folks are looking for (and what makes them ask for content), check out lead generator NetLine Corporation’s 2020 State of B2B Content and Demand Report for Marketers. (Registration required.) What I like about this report: the provocative questions they answer and the depth of the findings. Two things thought leaders need to know about producing content:
• Format: There’s an interesting dichotomy here. Ebooks are the big winner; people request them more than other types of content. Also, a whopping 76% of marketers say webinars drive more leads, and 80% say they lower the cost per lead. The lesson here: Define your success, then decide on the format.
• Timing: My favorite question in this report is “How long do certain job titles ask for additional information after the first request?” The higher the person is on the food chain, the longer they take to respond. So, if you’re appealing to the C-suite, be prepared to wait almost three weeks. The average time across all job titles is over 19 days. Translation: Up your lead nurturing program.
Listen: Two Killer Content Tactics
There’s so much good stuff in NetLine’s report that I can’t cover it all here. (Don’t get me started on the “words that stick” section.) Take some time to read it. It’s worth the effort.
Now Read This:
- Content Marketing: How to Make Your Predictions Stand Out
- Brand and Message Strategy for Thought Leaders