B2B Digital Marketing Trends - NOV 2012
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The document discusses B2B digital marketing trends from November 2012, highlighting the importance of content marketing and the effectiveness of various formats like social media, articles, and videos. It notes that 64% of B2B content marketers struggle to produce enough content and emphasizes the need for a content strategy that includes an editorial calendar. Other tips include making content shareable, using visual storytelling, and adapting to new technologies like augmented reality.
B2B Digital Marketing Trends - NOV 2012
- 1. b2b digital marketing trends November 2012 www.tenfouragency.com
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- 5. SOCIAL MEDIA—OTHER THAN BLOGS 87 % ARTICLES ON YOUR WEBSITE 82% E-NEWS LETTERS BLOGS 78% 77% CASE STUDIES 71% 70% VIDEOS ARTICLES ON OTHER WEBSITES 70% IN-PERSON EVENTS 69% WHITE PAPERS 61% WEBINARS/WEBCASTS 59% RESEARCH REPORTS 44% MICROSITES 40% INFOGRAPHICS 38% BRANDED CONTENT TOOLS 38% MOBILE CONTENT 33% EBOOKS 32% PRINT MAGAZINES 31% BOOKS 29% VIRTUAL CONFERENCES 28% PODCASTS content LICENSED SYNDICATED CONTENT MOBILE APPS 27% 26% 26% conferences DIGITAL MAGAZINES 25% PRINT NEWLETTERS 24% is (still) • Content is marketing ANNUAL REPORTS 20% GAMES/GAMIFICATION 11% videos, mobile content, virtual 5 king (87% use it—up 13% over 2011) • Biggest rise in research reports, • Social media most popular outlet Source: CMI/MarketingProfs
- 6. good very effective content CONTENT CREATION KEYWORD is a TITLE TAGS AND KEYPHASE RESEARCH SEO LANDING PAGES EXTERNAL royal pain LINK BUILDING META URL STRUCTURE BLOGGING to produce DESCRIPTION TAGS DIGITAL ASSET SOCIAL INTERNAL OPTIMIZATION MEDIA LINKING INTEGRATION “64% of B2B content marketers say COMPETITOR BENCHMARKING they are challenged with producing enough content” 2013 B2B Content Marketing Benchmarks, not effective Budgets, and Trends not difficult very difficult Source: MarketingProfs Sphere size indicates level of usage.
- 7. content strategy • A strategy is not a bundle of tactics • Incorporate a content strategy • Ask: “Content Strategy plans for creation “Why does this content delivery and governance of content.” exist today?” - HalvOrson “Who owns the content today?” “When was the last time this content was updated?” “Who are/were your key audiences?” 7
- 8. TIP: Start with an editorial calendar plan to improvise “The first step is to have an editorial calendar which rallies the different teams... it’s very similar to publishing a magazine. You have the theme for that edition, then you build stories around it.” Pam Didner, Intel 8
- 9. TENFOUR WORK: thebigreboot.biz remember to add value Organic social referrals produced over 90% of total engagement and 1.5x dwell time compared to paid media (with 3x traffic) 9
- 10. TIP: Post content daily for 18% higher CTR (over weekly) create curate • 82% of marketers use curation strategies • It’s OK to share content that is not always authored by you or directly connected to what you’re selling. “...instead of just investing in their blog • 87:13 (found:new) average content ratio and blogging strategies, they’re investing in content people will actually want to • Curated sites that have between share. Even if it is not directly related to 16–30% original content generate the selling something, it’s still branding.” most page views. - TechCrunch 10 Source: curata.com
- 11. TENFOUR WORK: tenfour.mobi make it shareworthy Outlandish mobile factoids for marketers 11
- 12. TIP: Add sharing buttons directly next to your content to promote distribution distill complexity • Summarize research - Trim videos to 30-90 seconds - Provide longer-format media in podcasts for background and commute consumption • Recognize patterns - LaunchTicker.com • Visualize with infographics - Grok at a glance - Educational, shareable, great for future reference 12
- 13. TENFOUR WORK: Uncommon knowlege infographic series
- 14. TIP: Curate snap hashtag engage repeat show then tell • Articles with images see 47% more CTRs than those without them 1 • Visual storytelling is gaining popularity on social networks - Over 25% of all B2B marketers using Pinterest 2 - Instagram on the rise following $1B acquisition 14 1. commpro.biz 2. MarketingProfs
- 15. TIP: Wrap tracking codes in a bit.ly for manageability and quick, independent access to metrics S IMPRESSION 194 COMMUNITY know what 20 1 PAGE LIKE MMENT 12 215 VIMEO CONTENT CO ( R E AC H ) CONTENT LIK E 15 2 38 VIDEO UPLOAD works ENTRY RE-TWEET 16 31 5 DAILY DRAWING Y T LIKE 54 418 PARTIAL ENTR CH PAGE CONTE N MMENT (REA 509 CONTENT CO EACH) 65 RE-TWEET (R E ( R E AC H ) 661 CONTENT LIK • Add referral link strings to all G DAILY DRAWIN ) ENTRY (REACH OA D 6,825 1,320 VIDEO UPL AC H ) 1,405 TWEET E PAGE LIKE (R collateral 8,688 F U LC R U M 5 W EB IMPRESSION 1,455 VIDEO VOT E VIDEO VOTE 109,222 ( R E AC H ) • Add Google Event Tracking to every12,610 ( R E AC H ) 2,264 PA RTIAL ENTRY E (REAC key action/button ADMOB PANDORA AU 180,218 DIO ADS 2,351 PAGE CONT ENT LIK IMPRESSION ISITS • Use “time spent with brand” metric 19,397 V 2,949 PAGE TAB to quantify and equalize FACEBOOK IM PRES SION 4,920 PROMOTE D TWIT TER APP PAGE VIS ITS 42,209 24,329 15
- 16. TIP: Scan back side of $20 bill with the Aurasma Lite app action and activation activation • Top B2B AR uses* 1. 19%: Replacing literature 2. 18%: Extending sales pitches 3. 16%: Events and conferences • Augmented Reality comes of age - QR Code adoption up with late adopters - Visual/audio recognition now trigger interactive experiences - NFC emerging 16 *Source: hiddenltd.com
- 17. Strategy jason ridge Web Design director, account development jridge@tenfouragency.com Social Media Mobile Marketing kelly rose App Development director, client services krose@tenfouragency.com Social Games Sweepstakes daniel t wood Advertising director, digital strategy Video dwood@tenfouragency.com get the latest mobile facts and figures at tenfour.mobi