A recent headline in The New York Times sums it up perfectly: “The virus has changed the way we internet.” The off- and on-line worlds have undergone a seismic shift, with significant impacts for B2B marketing. In this blogpost, we cover some recent findings from HubSpot, including those in HubSpot’s “Not Another State of Marketing Report,” a mid-year look at the current state of marketing, including new developments and emerging trends for 2020. (The full HubSpot report is available as a download at the end of this blogpost.)
Will content (marketing) still be king in 2019? Well, there is going to be an uprising. But it isn’t another platform or tool that’s threatening to disrupt content’s reign. The threat is actually from too much content. The sheer volume of content that is being created is making it increasingly difficult to reach your targets. Marketer Mark Schaefer coined the term “Content Shock” to describe this phenomenon, where the amount of available content vastly exceeds our ability to consume it. For B2B marketers, this means that your content has to be powerful enough to break through the noise and draw your prospects to it, offering them true value. So given today’s crowded marketplace and ever-increasing amounts of content, how can you ensure that your content reaches your desired audiences?
If you’re a B2B marketer, chances are you’re churning out a lot of content. “Content is king,” you might be muttering, as you compile stacks of blog posts, white papers, case studies, and more. But in the rush to keep the fresh content coming, you may be making some common mistakes. We’ve put together a list of “what not to do with online content marketing,” to highlight the 5 most common digital marketing failures that we see in B2B content marketing.
There’s a lot of pressure on your B2B marketing content to perform. It has to connect with all of your different buyer personas, it has to pull them along all the steps in their buyer’s journey, and ultimately it has to transform them from a prospect into a lead, ready for interaction with your sales team.
Remember mass marketing? If you do, you’re probably familiar with rotary dial phones, and maybe you even owned a Walkman. Mass marketing – which for a long time ruled the sales process – is vanishing into history, along with floppy disks and fax machines. Now, thanks to the internet, content marketing is king, and it completely changed the way companies sell their products and solutions.