From organic content to net neutrality – content marketing trends
Organic content is key to success for both retailers and charities
The first study – compiled by PI Datametrics – concluded that the top retailers all consider organic performance as a KPI.
This research looked at a host of leading UK retailers, including ASOS, Debenhams, Next, Newlook, Boohoo and Missguided.
ASOS achieved the largest organic share of voice (denoted by their click-through rates for relevant retail-related keywords), which correlates with their impressive 2016 revenue growth rate of 33%.
*Graphic courtesy of PI Datametrics
Across the board, the best performing retail content marketing strategies were based on understanding customer intent and search data.
The second piece of research was conducted by Business 2 Community. Analysts looked at the proportion of paid vs organic content traffic for the top five US non-profit organisations.
Here’s what they found:
|Non-profit organisation||Paid content traffic||Organic content traffic||Donations secured|
|Doctors Without Borders||35,705 (10.46%)||305,643 (89.54%)||$331,492,050|
|American Red Cross||314,389 (10.74%)||2,612,879 (89.26%)||$471,838,357|
|The Nature Conservancy||27,551 (4.01%)||659,509 (95.99%)||$517,549,683|
|World Wildlife Fund||43,000 (4.10%)||1,005,781 (95.90%)||$131,500,581|
|Natural Resources Defense Council||19,814 (2.30%)||798,609 (92.70%)||$104,876,57|
Organic content is clearly more than just a handy tool for non-profit organisations; it’s the foundation for their entire funding model.
Both of these trends can be extrapolated to content marketing in a wider sense. So, the next time you’re weighing up how much to invest in organic content vs paid search, there’s really only one choice!
Half of B2B buyers consume several content marketing assets before making a decision
Recent research from HubSpot (download required) indicates just how passionate this love affair might be.
A whopping 48% of B2B buyers consume three to five pieces of content before making a decision, with a further 37% consuming six pieces or more.
Not only does this further cement the importance of content marketing for B2B, it indicates that you should be taking the time to cultivate an entire content ecosystem.
If you’re looking to add more spark to your B2B promotions, consider each stage in your sales funnel. Think about the mindset of the buyer at every stage. Then, design content with the right focus and depth to nudge potential customers one step closer to making a purchase.
You don’t need to reinvent the wheel for each piece of content. Start by creating a bank of all relevant product or service info, then designate different pieces to each stage (don’t be afraid to double-up).
You might want to start off with a piece outlining the pain points clients are looking to solve and the key benefits of your product or service. Then, you could progress through case-studies and testimonials, before generating a piece listing key specifications.
Ultimately, the choice is yours. However, there’s just no quibbling over how important a comprehensive content bank is for B2B buyers today.
Spotted in the news…
Essentially, these net neutrality rules – implemented by President Obama – prevent ISPs from making it easier to access certain websites over others. This could be in return for a fee, or (more worryingly) alignment with a commercial or political motive.
If this passes, you can be sure the conversation will quickly cross the pond. Should we decide the same, you can kiss goodbye to having a level playing field on which to base your content marketing efforts, and say “hello” to pay-to-play.