A study conducted on content marketing has added evidence that in order for business-to-consumer (B2C) marketers to be effective, a documented content strategy should be in place. The second annual report produced on B2C Content Marketing by the Content Marketing Institute and Marketing Profs, entitled Content Marketing: 2015 Benchmarks, Budgets, and Trends — North America, it has been stated what changes have occurred in the trend. Documented content strategy is required to improve effectiveness of content marketing. Unfortunately, not many marketers have a strategy in place.
The method of paid advertising is also in question as it influences how effective the content is being distributed. It is found out in the report that the top B2C paid advertising methods of 2015 are as follows (in order):
- Print and other offline promotion
- Search Engine Marketing (SEM)
- Social Ads (such as LinkedIn ads)
- Promoted Posts (such as from promoted Tweets)
- Traditional Online Banner Ads
- Native Advertising
- Content Discovery Tools
Print and other offline promotion tops the method that is commonly used by B2C marketers. In the context of effectiveness, a different rating has been given and it was found out that SEM is the favorite method that is highly effective in distributing content. Even though print and other offline methods have high percentages of use (71% of B2C marketers) only 46% of marketers will vouch for their effectiveness.
Even though 71% of B2C marketers use “print or other offline promotion,” only 46% of them say it is effective. According to the report, the percentage use of paid methods like content discovery tools and native advertising based on effectiveness is not high, but a good 40-42% of B2C marketers say that they are effective.
There are several options available with regards to advertising your business. Online marketing heavily relies on prospects over the Internet. However, this does not mean that other options of reaching out to potential clients are not available. This is where print and other offline promotions (billboard posters, press, through mailbox) come in. Offline promotion gives your customers tangible experience of your products. Note that a personal experience can be very influential compared to a digital experience.
Having a successful campaign for business advertising needs thorough planning and careful implementation. With clear definition of goals and proper selection of appropriate methods, marketing campaigns will deem successful. If you have established a clear view of your goals and what you see is a clear plan to success, you can move on to selecting the methods of advertising to use and the ranking provided on top by the report should be your guide.
Generating traffic to your website is no easy feat and it should always be an important consideration in online businesses. Regardless, you should always keep in mind that if you have great website traffic, it does not mean that it will always result to sales or conversions. In order to achieve online marketing campaigns, set clear goals, plan your strategies and use the best paid advertising method fit for your business.
Download the B2C Content Marketing: 2015 Benchmarks, Budgets, and Trends North America