You’ll discover how B2B marketers were leveraging content marketing in 2012 and where their focus will be next year.
#1: Producing Enough Content Is Top Challenge
In years past, the biggest challenge for content marketers has been creating engaging content. But this trend changed in 2012 with 64% of marketers saying that producing enough content was their number-one challenge.
Producing enough content is now the top challenge for content marketers.
— Will Corry (@slievemore) January 2, 2013
It is quite conceivable that this challenge will help to create more business and employment opportunities for content developers. In a related conversation, Nate Riggs, director of social business at the Karcher Group, put it this way:
“This is great news for displaced journalists and (content) producers looking to reinvent.”
Key Takeaway: If your plan is to produce more content next year, think of ways to recycle what you already have.
- Spread existing content across different formats; for example, create an FAQ for quick tips or turn popular blog posts into a podcast, infographic or ebook.
- Curate awesome customer letters, testimonials and positive feedback into a relevant, real-world information packet about “Why customers love our brand.”
- Go back and see what was popular once-upon-a-time that is now buried in your online archives. Focus on evergreen content and republish as posts that speak to current problems in your industry.