Content Marketing is a very hot topic, but is it as worthwhile a marketing activity as it is popular? We’ve found Micro-Content Marketing can be more effective, but it requires a shift in the traditional marketing mentality.
According to a Gleanster/Kapost study b2b marketers are spending on average more than half (55%) of their marketing budget on creating content to drive new leads.
But is this large spend warranted? One of our clients recently reminded us how following mainstream thinking doesn’t always enable that breakthrough moment.
Our client has taken Big Data to the next level. Their products are highly predictive and amazingly accurate. They have many well-known customers who have used high-quality data to double their accuracy. Our client’s marketing message: “Everyone is talking about Big Data, but you can double your results with Customized Data.”
The difference here between Big Data and Customized Data is exactly analogous to the difference between Content Marketing and Micro-Content Marketing in our world—and so are the results of using this smarter way to feed the funnel.
Traditionally, marketers focus on the top of the funnel. Their job has been to drive awareness in the marketplace. The sales team then leverages that awareness to close deals farther down the funnel.
Content marketing performance is measured by impressions and engagements. Maximizing each helps Marketing drive awareness.
However, the buying process has changed.
Marketing and sales funnels are merging. Micro-Content Marketing gives you the opportunity to produce content that the sales team can use to:
1) Establish themselves as thought leaders
2) Start conversations and engage with prospects
3) Assist a buyer in making a purchase decision
The primary up-side of micro-content is that its impact is measured by deals won, not impressions.
However, misconceptions about Micro-Content Marketing persist. Here are a couple of them along with a brief explanation setting the record straight pulled from our conversations with marketers:
- When Marketers think about content, they think it terms of impressions. Even though micro-content helps drives actual sales, it is outside the normal way of thinking. We are slowly seeing Marketers come around. Measuring results using sales is new for them, but it is a powerful way to operate.
- Many marketers believe that creating quality content is both HARD and EXPENSIVE. They don’t want to divert resources to produce micro-content. They’d prefer to allocate the resources to more tried-and-true marketing activities. Nothing could be further from the truth. In fact, micro-content has a better ROI when measured by dollars and new customers.
Our content creation process generates topic ideas from sales – topics that are irresistible to target buyers. We also work closely with marketing to ensure marketing priorities and brand voice are included. Then, we run it through our creation process, and produce content.
- Marketers: Micro-Content Marketing makes your efforts effective farther down the funnel that traditional content marketing.
- Sales: Micro-Content Marketing uses trends, topics, and pain points your target market is interested in reading about. Micro-content pulls the topics directly from Sales.
- Allocating marketing resources to produce quality content allows you to measure the ROI of marketing spend in real dollars, not impressions.
- Producing micro-content doesn’t have to be difficult or expensive.
If you are interested in more information on Micro-Content Marketing, Thought Horizon can help. We can walk you through the strategy and execution of quickly and cost-effectively implementing a micro-content program while maintaining your brand integrity.