INBOUND ACCELERATOR

When Semrush asked thousands of marketing leaders what factors lead to success in content marketing, the most commonly chosen answer was this: researching our audience. In fact, nearly half of marketing leaders cited researching their audience as the greatest factor in success.

That response edged out search engine optimization, publishing more content, and even improving the quality of content. 

Why?

Media analysis projects are a staple of the public relations world: It’s important to know who is saying what about your business, how often, where and when.

That knowledge is just as vital when crafting your marketing strategies, as all communications should be part of a cohesive strategy that works together.

From the outside, when a company introduces a new brand, like Pepsi’s newest entrant in the lemon-lime soda world Starry, that the main component is the image: an eye-catching logo that provides visual differentiation from the slew of competitors behind the glass in the convenience store cooler.

Email has long been, and continues to be, one of the marketing channels with the highest ROI, but capitalizing on its potential requires staying in tune with changes in the infrastructure, restrictions and habits of consumers.

Website development has come a long way since my first days building them more than 20 years ago. While it was enough then to create what equated to a digital brochure, today’s websites are often the first, and commonly, only, interaction a prospective customer may have with your business, and they need to include all of the elements necessary to turn that interaction into a sale.

What do marketing leaders want and need from partner agencies?

Marketing automation has tremendous potential to streamline what were once manual marketing and sales tasks, tracking leads and data, and bringing multiple content channels together under a single dashboard. I know that marketing leaders often choose an automation solution for one or two primary tasks, but often those are just the tip of the iceberg when it comes to total capabilities under a single umbrella.

As you settle into your 2023 content marketing routine, it can be beneficial to see what other B2B marketers are doing. Perhaps there is a new channel or tactic that you should start researching or a tip that will kick your next campaign up a notch.

Recently, we shared with you some of the challenges content professionals—strategists, writers, editors and others—face in developing the marketing content needed. Whether it was writers and strategists struggling to develop relevant ideas or project managers working to squeeze the most results out of the available resources, one possible solution to both sets of challenges lies in repurposing content.

When creating marketing content, you want to get the most mileage possible from every idea and from every original research effort. That means taking that research well beyond a single report and repackaging that storyline across multiple channels for each of your buyer personas.