B2B Marketers are under increased pressure to perform due to a multitude of marketing options, a changing online landscape, and new data-driven tools to track measurement. This can create an environment where realizing goals and objectives becomes more short term and reactionary, as opposed to adopting a strategy and sticking to it. This is not to say any plan, marketing or otherwise, can't be flexible in its execution, but that modern marketers are now more than ever forced into the precarious position of abandoning a strategy early.
Content Marketing is a great place to start. Whitepapers, bylines, blog posts, case studies, and other forms of content are often developed in-house or by a marketing agency, then promoted through the website, online advertising, e-mail marketing, and/or public relations. As you can imagine, this form of marketing incurs cost - production, design and delivery. I caution current and potential clients to exhibit patience here - as repetition is key. For example, if a whitepaper fails to generate downloads and leads, or a blog post fails to drive visitors to the website to increase SEO, there is no need to panic. Go back and review the delivery - consider the time of day or day of the week the content was published, or review the ads you placed on LinkedIn to generate clicks. Perhaps you will find it had nothing to do with the content or landing page, but because you reached your audience via e-mail blast at a time normally spent away from the computer, like 4pm on a Summer Friday!
Takeaway: Analyze all aspects of the delivery before switching up your strategy.
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