We recently revealed 18 compelling reasons why you should blog more frequently; but according to the Content Marketing Institute, 50% of B2B marketers are challenged with producing content on a consistent basis. On the other hand, about 64% of B2B marketers outsource their content writing. I’d venture to guess that there is some significant overlap between that other 50% who have no problem creating enough content and those who chose to outsource their content.
Drive SEO for potential customers who are searching for specific terms
Provide new ways to drive lead generation for your sales team
Offer valuable information for your customers and potential customers, and thought leadership for your executive team
But more words on more pages isn’t going to do the trick. Your site needs specific types of content that will have the most impact for the areas mentioned above. Here are five pieces of content you should add to your website immediately:
1) A blog, or maybe even more than one. Many companies have a blog already. If you do, up the ante. If you post once a week, invest the time in two times a week on topics that are valuable to your company. If you have one successful blog, weigh whether a second one makes sense to promote a different audience segment, for example, enterprise vs. service provider or wireless vs. wireline. Make sure you’re providing an opportunity for visitors to sign up for automatic email updates each time you post. That converts visitors into followers, making them one step closer to becoming customers.
2) Case studies. You can tell your story well, but often your marketing materials may sound like….well…marketing materials. Instead, offer one or more case study for each vertical market you are trying to reach. Consider using a third party to write them so they hit your salient points but are written in the customer’s voice. Be careful not to overdo it; you want to provide your best examples, not EVERY example. Think “small, medium, large”—provide a use case from a small customer, a medium customer and a large one (where appropriate) in each vertical. If you want to acknowledge a customer without a case study, use their logo with permission.
3) One or more white papers. White papers are a great way to tout your company’s deep knowledge about specific subject areas. They allow companies to be part of a conversation when they might not have a solution yet. They provide great reason for your sales team to connect with existing customers and those in the funnel. And, with a lead capture form in place, they are a great way to provide your sales team with a constant stream of new leads.
4) Press releases. When you’re first getting started, show off as much news as you can. Stuck with “no news?” There are plenty of things you can “announce,” including industry predictions, quarterly or yearly growth rates, traction in specific international markets, for example. Don’t be shy about making announcements, but make sure they map to your overall marketing goals.
5) Press clippings. Stuck with no coverage? Ask your PR team to work with you on a few contributed articles or blog posts to sites that accept them, then add those to your site. Grow this area over time. Consider paraphrasing the first paragraph of each external article to maximize SEO.
Of course, these pieces of content aren’t valuable unless you’re actively promoting them. Make sure each new piece across these five areas is heavily promoted on your social media streams, sent to your sales teams so they can send the links to their customers, added to your newsletters, and more. Your investment will pay off with new traffic and new leads for your company.
Are you currently blogging for your business? If not, you should be. If so, are you consistent? Having a blog that’s not being updated regularly (at least once per week) can hurt your brand more than not having a blog at all. If you are blogging, are your posts informative or mostly self-promotional in nature? If you’re hoping to build an audience of loyal brand followers, recycled press releases and company news simply won’t cut it.
Studies have shown that blogging consistently, offering content that’s valuable, relevant and interesting, creates more sales leads, resulting in increased revenue. Here are 18 statistics that build a convincing case for creating custom content in the form of blog posts:
- 62% of marketers published a blog in 2013 (Hubspot’s 2013 State of Inbound Marketing)
- B2B companies that blog generate 67% more leads per month than those who do not blog (Hubspot)
- 82% of marketers who blog see positive ROI for their inbound marketing (Hubspot)
- Blogs give websites 434% more indexed pages and 97% more indexed links (Content+)
- Brands that create 15 blog posts per month average 1,200 new leads per month (Hubspot)
- Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. (TrafficGenerationCafe)
- Businesses that blog ≥ 20 times/month get 5x more traffic than those who blog ≤ 4 times/month. (Hubspot)
- 82% of marketers who blog on a daily basis acquired a customer from it. (Hubspot’s 2013 State of Inbound Marketing)
- 37% of marketers say blogs are the most valuable type of content marketing (Content+)
- 81% of companies consider their blogs “useful,” “important,” or “critical”. (Hubspot)
- 92% of companies who blog multiple times per day have acquired a customer from their blog. (HubSpot)
- Among those who use e-mail marketing, companies that blog get twice as much traffic from their email than those who don’t. (HubSpot)
- 37% of marketing managers believe the most important channel for engaging customers is content-led websites. (The CMA)
- 62% of B2B marketers rate blogs as effective (CMI/Marketing Profs)
- 43% of marketers generated a customer via their blog in 2013. (Hubspot’s 2013 State of Inbound Marketing)
- 81% of businesses have reported their blog as useful or critical to B2B lead generation. (Nurture)
- Only 9% of U.S. marketing companies employ a full-time blogger (Fast Company)
- 78% of chief marketing officers think custom content is the future of marketing. (Hanley-Wood Business Media)
Dec 17, 2014
More than 27 million pieces of content are shared each day (AOL & Nielsen), and taking advantage of this influx of information can benefit your business by increasing visibility, website visits and leads. Gathering together content from other sources and delivering it in a structured way to help build your audience’s interest in your industry, product or service is known as content curation.
Though referred to by some as just another fancy term for using other people’s articles and posts, content curation is fast becoming a way that businesses can reach their audiences, establish an online presence, and build relationships with potential and current clients.
Calysto recently introduced ROIPlus, a new business analytics tool for marketers. We talked to CEO Laura Borgstede and Chief Strategist Charul Vyas to explore the thinking behind ROIPlus and what it means for the marketing industry.
Oct 22, 2014
We talk a lot about helping our clients craft winning awards submissions and yes, we’re pretty darn good at it. However, the reality is it’s oftentimes the strength of the product itself that makes an award submission really stand out—if you tell the story in a compelling fashion. That’s why we’re especially proud of our latest awards nod: Calysto has been named as a finalist for The Stevie Awards for Women in Business for an integrated campaign we designed and implemented for a client. It’s our fifth such achievement in the past four years.
Content auditing is the first step to creating a solid content marketing plan. Content auditing focuses on measuring the current content on a website and determining how effectively it is doing its job. Content audits aren’t difficult, but there’s likely going to be a lot of details to keep straight, so organization is critical. This seven-step program provides the guidelines you need to get started:
Oct 2, 2014
“I tell you and you forget. I show you and you remember.” ~ Confucius
Throughout history, images have been central to man’s development, as can be understood through cave paintings, for example. As the old adage goes, “a picture is worth a thousand words.” While this may seem cliché today, Confucius knew it thousands of years ago and it still holds true, perhaps now more than ever before.
Sep 24, 2014
You’ve probably heard the same stories I have: Google+ is a ghost town, the brainchild of Plus has left Google, so it’s being shut down, etc. It’s true, Google+ is no Facebook. But do we really need another place for viewing everyone’s perfect life, with their perfect children and perfect job? As a B2B marketer, that’s not the main place I’m looking when it comes to promoting brands and cultivating thought leadership.
But hold on. What if you could help your company’s SEO cause, build overall social media credibility, learn about your customers and do it on a platform that is Ad-free? Would you do it?
Sep 17, 2014