Enterprise content marketing is evolving with the growing popularity of online marketing campaigns. As more people browse for information and shop online, companies can utilize relevant, targeted content to attract leads and move them through the sales cycle. In our previous article, How to Measure Enterprise Inbound Marketing Success, we discussed the key considerations you should identify and analyze when measuring the effectiveness of your inbound marketing campaigns.
Enterprise content marketing means that marketing efforts are coordinated across the entire organization, with all departments strategically aligned on the target markets, communication channels, lead nurturing and segmentation, lead scoring, and sales cycles. The goal is to attract visitors with relevant and engaging content and convert them through the sales cycle from leads into customers and, ultimately, into brand enthusiasts. Here is where enterprise content marketing stands in 2014.
Content Marketing Effectiveness
According to the recent report, B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends — North America, just 32% of enterprise marketers rate themselves as effective at inbound marketing, which is the same effectiveness rating as 2013.
In order to enhance your content marketing efforts, we suggest you make it a priority to establish a document content marketing strategy for your company. The report also states that 49% of business-to-business (B2B) enterprise marketers with a documented content strategy consider themselves effective at content marketing, compared to 15% without a document content strategy. There should be a strategy behind every piece of marketing content you create because your goal should be to stand out in the minds of customers when your content is read and shared.
Content Marketing Challenges
The report reveals that 60% of enterprise marketers view integration as a common challenge in B2B content marketing. About 15% claim that integration is the biggest challenge in enterprise marketing. Ensure that your marketing and sales departments are aligned when it comes to content marketing strategies.
As customers move through the sales conversion cycle, your sales and marketing teams should be working towards the same mission. At 16%, generating engaging content reigns as the biggest challenge in the enterprise marketing community. To overcome this obstacle, 73% enterprise marketers are outsourcing content creation (compared with 65% in 2013).
Don’t be afraid to outsource content to industry experts, or even customers. Industry experts outside of your company bring credibility to your brand. User-generated content engages customers and creates brand authenticity.
Content Marketing Tactics
The report states that enterprise marketers are using more content marketing tactics and social media channels in 2014 compared to 2013. This year, 88% of B2B enterprise marketers use social media content (other than blogs) in their content marketing campaigns. Other tactics ranking high on the list are in-person events (90%), videos (88%), website articles and eNewsletters (86%), and case studies (82%). The least used tactics include virtual conferences (39%), eBooks (38%), print newsletters (35%), and games (19%).
Identify your target market and create the right types of content that align with your business goals as well as your customers’ needs and pain points.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.