Surviving in the Content Jungle
These days, while clicking through the pages of technology and marketing sites, you are likely to stumble across more than a few infographics and blog articles on how much data is being created every second. The instant I finished reading this entertaining but cynical Slideshare post I was left overwhelmed and anxious: 72 hours of videos uploaded to Youtube every minute; 300 million photos posted to Facebook everyday; 400 million tweets per day… What is worse, apparently it’s only the breaking dawn of data explosion. I don’t know about the other 100k viewers of this post but the immediate question that came to my marketing mind, given the varying quality and mass quantity of the content out there, was ‘How can I make sure that my content doesn’t get buried in the noise?’
It’s a content jungle! Beware of the perils!
For most modern professionals, it is difficult to stay focused on one task at a time without their attention span going hummingbird. Wasting time on bad content is just not acceptable, so to pick something with a catchy title or a credible company logo seems like a no-brainer. With the surge of mass information creation, you are constantly competing for the attention of your target audiences. Having your audience seek out your content should be considered a significant success, to which creating high quality content that meets audience expectations and needs is key. Content that’s not useful or valuable can shut down the possibility of retaining that particular audience, a cost that small brands just cannot afford to pay.
This is precisely why creating top-notch content programs is more important than ever.
The familiar scenario
Hubspot’s 2013 State of Inbound Marketing Annual Report found that nearly 60% of marketers have adopted inbound marketing strategies and budgets have grown nearly 50% in each of the past three years. Given the current trends in B2B marketing it seems it won’t be long before the whole world, and his dog, start producing content programs. It all makes the content battle even fiercer.
Many modern marketers are familiar with this grim scenario: You have spent days and nights locked in a tiny meeting room to get away from everyone else in the open plan office so you can down your coffee and concentrate. The end result was worthwhile, you thought, however anti-social the sacrifice might have been. Yet, you can’t quite figure out where it all went wrong. Somehow the content is just sitting on your website and not drawing any traffic.
With the amount of educational white papers, slide decks and infographics all generously providing theories and methodologies on how to do content properly, the chances are you already have a fairly good idea. But that’s still not enough to survive in the content jungle, so what else can you do to create killer content?
Survival tips BrightTALK marketers use to be successful
Top-quality speakers and content ensure audience growth
As a company that values its brand and credibility, BrightTALK invites the best minds to present at BrightTALK events. Industry leaders from NASA, Google, Cisco, JP Morgan and hundreds of top influencers have shared their knowledge on BrightTALK. By insisting on top quality content, BrightTALK organically attracted 500,000 new subscribers in 2012, growing the platform’s subscriber base to over 1.3 million professionals.
Customer intelligence is key
BrightTALK understands the importance of customer insight, including stage in the buying cycle and engagement level. The integration of marketing automation, CRM and business intelligence tools produces sufficient amounts of workable data. This data then forms the solid foundation for backing audience analysis and dictating decision-making.
Reflect the understanding of your audience in your messaging
Assuming that the customer insight is in place, are you addressing their pain points and offering solutions? Or are you merely preaching with a sales pitch? Andy Wiggans, EMEA Sales Director at BrightTALK, advocates for “selling value before talking money” and believes that all business conversations should begin with “What can I do for you?” This applies to marketing messages as well.
Rich media format elevates engagement level
Webinars and videos empower BrightTALK to engage the target audience with new ideas, in a richer and more visual way. The audio-visual relevancy of this medium is said to help us remember up to five times more content than text-based assets. Therefore, repurposing your existing content into a rich media format will be ultimately rewarding.
Prolific production drives traffic and produces marketing-qualified leads
Producing content on a regular basis is key to driving inbound leads and keeping them active. In 2012 BrightTALK hosted 15,000 webinars, equivalent to 60 webinars per day, creating a growing ecosystem of professional knowledge. With an average of 200 registered viewers per webinar the total number of viewings reached 3 million.
Last year, using webinars and videos to create demand for its products and services, BrightTALK drove 28,000 leads into its marketing program, correlating to over $1 million in value. The lead data captured from this program was integrated into CRM and marketing automation systems, providing the marketing and sales teams with actionable insight. Similarly, BrightTALK Channel owners also have access to the same type of workable audience data to enable their own demand generation efforts.
Viewer ratings provide audience feedback and confidence
Audience ratings reveal the quality of the content and boost future viewers’ confidence before they invest their time. From a content curator’s perspective, ratings also give BrightTALK insight into the audience’s preference in terms of popular subjects and speaking styles.
I hope these tips help you with your future content programs. To find out more about how BrightTALK uses webinars and videos to produce great content that generates demand, and to further explore our findings from 2012, download the BrightTALK 2013 Benchmark Report.
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