6 New Lessons About Content Marketing Relevance

content marketing relevance lessons

You’re in a battle for attention. Figuring out the best way to
earn attention in a maelstrom of information and entertainment is
the great marketing challenge of modern times.

But the answer is obvious: relevancy.

Relevancy is the killer app. Relevancy creates attention.

Relevancy is the killer app. Relevancy creates attention.

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I’ve said it before, and I’ll keep saying it: If you want
your content to succeed, it must be somebody’s FAVORITE blog,
podcast, video, or haiku in the world.

If you want your content to succeed, it must be somebody’s
FAVORITE blog, podcast, video, or haiku in the world.

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And to be someone’s favorite, you need to be
hyper-relevant
.

The trick is, as your audience grows, it can become more
difficult to focus, and thus your relevancy wanes. We are
constantly working on this issue at Convince & Convert. This is
one of the very few online outposts that covers social media
strategy, content marketing strategy, digital marketing strategy,
word of mouth strategy, and customer experience. That breadth is a
plus (I hope), but it also can produce relevancy issues, as we
aren’t hyper-focused on ONE element of digital marketing and
CX.

That’s why it is vital that we do routine surveys of
our blog and email readers, to gauge what they REALLY want. We
recently completed the 2018 update of our survey, and I learned
these 6 lessons:

Lonna whiting

Congrats Lonna! Can’t wait to see you at CONEX.

But First, a Winner!

Big congratulations to Lonna
Whiting
, who won our survey-takers contest. Lonna is a veteran
content creator who specializes in branding, customer and employee
experience, corporate and internal communications, and social media
strategy. She’ll be joining me at the CONEX event next August, in
Toronto, on my dime.

Lesson 1: Analytics Can Fool You

If you look at our website analytics, approximately 50% of our
audience is in the USA. But 76% of our survey respondents say their
company’s headquarters is located in the US, followed by EMEA at
9%, and Canada at 8%. We presume survey respondents are really our
“core” audience, so it’s interesting to see such a big gap in
traffic geography between all visitors and core visitors.

content marketing relevance statistic

Lesson 2: B2B and B2C Can Coexist

We don’t play favorites on this front, and I think the B2B vs.
B2C argument is usually misplaced. Our audience here at C&C is
just slightly more likely to be B2B.

Lesson 3: Most Marketing Challenges Apply to All Sizes

Our audience works in both very large and very small companies,
and everything in between.

35% of our survey respondents are in businesses with 10 or fewer
team members. Conversely, 41% work in companies with more than 100
employees; and 27% are part of large organizations with 501 or more
team members.

Lesson 4: Decision-Makers Seek Information

73% of our audience influences or makes the decisions in the
company about software, conferences, and similar. There is
a story sometimes told about executives and managers that suggest
they don’t do their own reading and learning; that they delegate
that task to subordinates. This data indicates
otherwise.

Lesson 5: Old Dogs Want New Tricks

One of the things I love about digital marketing is that it is
ever-changing. And that constant flux requires constant learning.
Our audience concurs, and many of them are OGs in this industry!
79% have been in marketing for 6 or more years, and an amazing (at
least to me) 51% of our survey participants have 11 or more years
of experience.

Lesson 6: 2019 Marketing Budgets are Going Up

Among our survey respondents, 54% say that they expect their
marketing/sales/CX budget to go up in 2019; and just 5% believe
their budget will go down next year.

Based on the lessons learned in this research, we’ll
continue to make adjustments here at C&C, both in our editorial
approach and in our media/sponsorship offerings. We work with more
than 25 companies to generate awareness and leads for their
solutions, via our blog, podcasts, webinars, videos, emails, and
more.

In fact, this year we had the unique scenario where we actually
sold out of media inventory. That being the case, we are deep into
discussions with many MarTech and AdTech companies about 2019
programs. If we can help you with your demand gen, please let us
know ASAP.
Here are our 2019 opportunities
. We are so excited to get to
know you better.

convince convert media

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6 New Lessons About Content Marketing Relevance
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