Our team is supercharged after attending the Digital Summit Denver this week in downtown Denver. A division of TechMedia, a company whose goal is to build the technology economy through conferences, media, and networking forums, the conference was jam-packed with speakers from around the country who are leaders in the digital revolution.
The conference emphasized the most up-to-date statistics on digital marketing in 2015 and Google rolled out its biggest Google Trends update since 2012 last week. According to Contently, “To find out what users wanted most, Google collected feedback from hundreds of journalists across the globe. And it looks like these respondents desired three big things: real-time information, a focus on storytelling, and curated data sets. Because that’s exactly what they got.”
Is your content marketing in line with what is happening in the digital marketplace?
Since we know data is so important, let’s look at what it’s telling us is happening in the content marketing industry, according to Digital Summit Denver:
- 30% of marketers say content marketing is the most crucial strategy for driving results.
- Despite the growth of content marketing, 54% of brands don’t have an on-site, dedicated content director.
- 73% of B2B marketers use video as a content marketing tactic.
- LinkedIn has 347 million registered members.
- Articles with images get 94% more views than those without photos.
- 73% of consumers prefer to get information from a company via articles over ads.
- 67% of consumers feel that custom content from a company is valuable.
- 78% of consumers believe that the companies that provide custom content want to build a good relationship with them.
- 74% of people trust educational content from businesses on their area of expertise.
As Digital Summit Denver states on its website, “Every company with a customer base faces the same challenge – how do we keep up with our competition amidst the myriad of digital channels and peer-to-peer communication available to consumers? How do we find new customers, take care of the ones we have, and create strategies for growth and engagement that keep up with the rapid pace of change in technology and consumer behaviors?”
Digital Summit Denver was an excellent opportunity for SPROUT Content staffers to learn directly from the world’s digital industry experts as we stay on top of the digital revolution, with its focus on content and inbound marketing. Here are some of SPROUT’s favorite key points heard throughout the week from industry leaders:
Dan Tyre, Executive at HubSpot emphasized inbound marketing by saying:
“Personalization and customization is the next level in the inbound revolution. What makes inbound effective: If you give people relevant offers, information, and education, they will feel compelled to come back to you.”
“If you are in content marketing, you’re in the right place at the right time.”
“Mastering content marketing requires these three things. Content planning. Check that box. Need help? Tons around. Content creation. Just do it. Or pay someone. Or curate. Conversion to keep your job. Harder and not getting easier.”
Image Courtesy of Rob Humphrey, LinkedIn
Arne Kuenn, CEO at Vertical Measures presented at the conference on “Optimizing Your Content,” saying:
“Buyers are searching for information that helps them make an informed decision. Businesses that provide that information will win. So create content people are actually searching for.”“Make a mind-shift change when creating your content strategy. Think like a publisher. If you have a website, you’re publishing.”
“Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them. Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.”
“If you deliver consistent, ongoing, valuable information to your customers, they ultimately reward you with their business and loyalty.”
Melanie Deziel, Creative Strategist from Time Inc. said this on her session “Content in Context”:
“For brand content to add value to a side experience, it needs to be relevant, authoritative, and trustworthy. Know your people, find your place, and dress the part.”
“You see a great teacher every day, and most days you learn something new and useful…. You build up trust over time, you listen.”
Melissa Joy Kong, Head of Consumer Content Marketing, Eventbrite, in her session “Measuring the Success of Content Marketing”:
"If you want to generate compelling ROI, build your content strategy for repeat behavior.”
“You can’t measure a long-term strategy with short-term metrics.”
“Every content marketing tactic can be a low-risk experiment.”
Are you ready for the digital revolution in your marketing practices?
As you can see from the speakers' key points, content remains king. As a B2B business, are you ready for the digital revolution? Or do you need help from a B2B digital marketing agency to get your business on the path to growth in the digital marketplace? If so, ping us.