As a B2B copywriter, I need to study current industry trends and challenges in the market or industry for which I write. I need to research and identify what type of content buyers want from potential suppliers.
Buyers want to know about issues that are transforming their business. They want thought leadership that will help them keep competitive. Thought leadership develops trust.
This requires collaboration between writer and marketer.
I am aware that these “wants” focus on awareness and interests which are top funnel activities. The content must attract attention and provide value.
Persuasive sales copy aimed at producing conversion is the “next stage” in the content marketing strategy. I think marketers agree they cannot convert prospects who do not trust their organization.
These are all bread and butter issues for competent marketers, so why am I rehashing these basics? Well, when looking for a writer, you need somebody who understands where and how content fits into your content marketing strategy.
- Five years ago, companies spent 80% on content creation and 20% on content promotion. These ratios are now reversed according to the Content Marketing Institute.
- The same source argues that too many companies have no content marketing strategy and their content creation focuses on their products and services.
- Successful marketers document their content marketing strategy and understand the success factors. They develop differentiated content, and publish content regularly.
- Influencer marketing is a fact of life. Buyers seek information from key influencers on social media. Organizations need to create brand awareness and establish influencer status on social media.
- Purpose-driven content focuses on “why” instead of “what”.
- User-generated content is also important. It comes in the form of social comments, shares, and reviews, most of them unsolicited.
- Content presentation must be responsive and focus on mobile devices. More people look at your content on mobile devices than on desktop computers.
- Visual storytelling is a new frontier. Snapchat is the trendsetter.
- Content re-purposing using transcribing services is an additional content creation method.
- Diverse opinions surround marketing channels like Facebook and Email Marketing.
- Facebook, with a user base approaching 2 billion people, cannot be ignored but is becoming a “pay to play” platform. Organic reach to people who have liked your page is down to 4%. Promoted Posts and targeted advertising is a better option.
- The status of email marketing is controversial. One credible survey claims that 95% of website visitors fail to leave their email address on landing pages, and that 80% of marketing messages sent by email are ignored. Other experts claim that email campaign success has recovered and remains the favoured campaign method for marketers. Who to believe?
- Promotion networks less known include Outbrain and Taboola.
- “Internet of Things” devices offer information channels other than computers, laptops, and smartphones.
- Finally, SEO content writing is said to offer better results than page optimisation and link building.