{"id":25304,"date":"2019-11-04T13:03:17","date_gmt":"2019-11-04T18:03:17","guid":{"rendered":"https:\/\/exob2b.com\/?p=25304"},"modified":"2021-12-14T13:58:20","modified_gmt":"2021-12-14T18:58:20","slug":"content-marketing-success-rests-above-all-on-relevance","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/content-marketing-success-rests-above-all-on-relevance\/","title":{"rendered":"Content Marketing: Success rests above all on relevance"},"content":{"rendered":"\n

Just a short blog inspired by Lynda St-Arneault’s<\/a> LinkedIn\nstatus on marketing content strategies.<\/p>\n\n\n\n

She writes, among other things, that being successful in content marketing,<\/a> does not\ndepend only on the budget that one invests in its production or by increasing\nits quantity.<\/p>\n\n\n\n

As the content supply far exceeds demand (Situation described by Mark Schaefer in his essay Content Shock<\/a>), success depends primarily on the  relevance of your content<\/strong>, how well it is adapted and how it helps your targets\/readers\/persona.<\/p>\n\n\n\n

Relevant and well-targeted content is based on four pillars developed by ExoB2B
<\/h2>\n\n\n\n

\u2022 Personalized content that generates engagement<\/p>\n\n\n\n

\u2022 A customer experience that lives up to their\nexpectations<\/p>\n\n\n\n

\u2022 A wealth of content that solidifies trust in your\nbrand<\/p>\n\n\n\n

\u2022 A sales force equipped to advance the conversation<\/p>\n\n\n\n

This is used by successful companies that stand out and succeed
<\/p>\n\n\n\n

These pillars, on the other hand, rest on solid foundations <\/h2>\n\n\n\n

It’s all about knowledge:<\/strong>  data and research are the foundation of all\nsuccess. If we do not know our subject and to whom it is addressed, the content\ngenerated and pushed will not be relevant, will miss its target and sometimes,\nwill even be impertinent …<\/p>\n\n\n\n

Any content published, including on social networks, blogs, white papers,\nnewsletters, etc., is not written “automagically” to paraphrase David Lepage.<\/a> A good blog\npost takes hours if not days of research. Certainly, there are some that can be\nwritten in only a few minutes.<\/p>\n\n\n\n

This is what I\u2019ve done for years in the framework of literary creation or\nlive reporting but always documented and well referenced. A muses’ inspiration\nis not a solid foundation for content marketing.<\/p>\n\n\n\n

Knowledge is based on research & analysis
<\/h2>\n\n\n\n

In analytics, more and more tools can help us shorten time. A recent article appeared in Marketing Charts<\/a> that dissects the budgets allocated by CEOs to their teams. Budgets for social networks are falling BUT the budgets devoted to analytics are up.<\/p>\n\n\n\n

\u00ab February 2019 saw the percentage of time marketing analytics was used in\ndecision making<\/a> at a\nrecord high (43.5%)\u00bb<\/p>\n\n\n\n

Lynda also quotes a ClickZ article that headlines: “48% of B2B marketers admit content\nis only “somewhat effective” or “ineffective”,<\/a> which would\nprove that almost 50% of content marketing efforts miss their targets,\ntherefore ineffective.<\/p>\n\n\n\n

And don’t forget the consistency…
<\/h2>\n\n\n\n

It’s that we forget too often or that the success of any content strategy is also dependent on consistency, <\/strong>as ClickZ’s article concludes:<\/p>\n\n\n\n

\u00ab And as this report makes clear, the importance of\nconsistency and scalability in content strategies cannot be understated as we\nmove forward\u00bb.<\/p>\n\n\n\n

Posting content from time to time on one platform, then changing to another\nand doing the same is a guaranteed failure. We must choose our platforms in\nadvance to stick to our strategy and above all, to publish with a constant\npace. It can be, for example, once a week on a blog and three times a week on\nLinkedIn, but it must remain consistent …<\/p>\n\n\n\n

And still regarding the article in ClickZ, you will find very interesting\nstatistics for different markets: manufacturing \/ technology \/ health \/ finance.\nOn your marks, get set\u2026<\/p>\n\n\n\n

One last question…
<\/h2>\n\n\n\n

In closing, we ask you this question: what is your most important specific\nchallenge in content marketing?<\/p>\n\n\n\n

\u2022 budget;<\/p>\n\n\n\n

\u2022 the analysis as a whole;<\/p>\n\n\n\n

\u2022 tools (CRM, marketing\nautomation, AI, survey, etc.);<\/p>\n\n\n\n

\u2022 the creative force (the\nhuman who creates the content);<\/p>\n\n\n\n

\u2022 knowledge of different\npersonas;<\/p>\n\n\n\n

\u2022 the collaboration of\nmarketing and sales functions;<\/p>\n\n\n\n

\u2022 content planning; content\ndistribution;<\/p>\n\n\n\n

\u2022 frequency<\/p>\n\n\n\n

Difficult to choose just one, isn\u2019t it?<\/p>\n\n\n\n

So, before you launch your content marketing strategy, validate your answer\nto this question and more importantly, if you want more information, call on our experts.<\/a><\/p>\n\n\n\n

As a member of the <\/strong>NextBlue Alliance,<\/strong><\/a> a group of companies offering IBM Watson Artificial Intelligence-based solutions, ExoB2B is well positioned to help your business in your digital shift.<\/strong> Contact us!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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