From customer-centric content to bigger budgets: content marketing trends
B2B brands must begin deploying customer-centric content
A customer-centric B2B buyer experience will replace price and product as the key differentiator between brands by 2020. This is according to Walker Information’s ‘Customers 2020: The Future of B-to-B Customer Experience’ report.
But, B2B brands are far from prepared for this transition. Just 23% of such organisations currently provide a customer-centric experience, as opposed to a channel or product-specific model.
If B2B brands are stuck for ideas on how to make a change, they need only look to their B2C counterparts. They have been prioritising the customer experience above other factors for some time now.
B2B buyers aren’t robots; they purchase goods online in a personal capacity too. They have also become used to brands falling over themselves to make them — as a customer — feel the centre of attention.
Moving to a customer-centric experience will have major implications for B2B marketing methods, with a greater emphasis on the authoritative, trust-building techniques of content marketing. In 2017, expect to see B2B brands producing more accessible, engaging content that makes it easier for B2B buyers to find answers to all their questions or concerns.
Bigger budgets = better returns when it comes to content marketing
With content marketing, you really do get what you pay for. At least, that’s according Content Marketing Institute’s latest ‘Benchmarks, Budgets and Trends’ report.
On average, the report found that B2B marketers allocate around 28% of the total departmental budget to content marketing.
Sure, they’re making returns — this figure would quickly fall away if they weren’t. But, the brands who saw the strongest performance from content marketing were dedicating closer to 42% of their total marketing budget to this method.
Brands with the most developed content marketing strategies have been allocating 46%.
The lesson in all this? You’re probably not spending as much as you should be on content marketing in order to maximise your returns.
Spotted in the news…
This is a dark week. At Write My Site towers, we’re in mourning for the loss of the ‘Content Keywords’ feature in Google’s Search Console.
It might’ve been greying a little round the edges, but we considered it a silver fox of search, rather than the decrepit old man of marketing.
Google sent Content Keywords on its final voyage over concerns the feature was no longer as relevant, and that it was causing confusion when it came to users understanding how the search engine ranks pages.
Content Keywords is set to be superseded by the ‘Fetch and Render’ tool, and Google were also quick to confirm that keywords are still an important part of your content strategy.