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When it comes to work, I look forward to two times of year: Content Marketing World and the release of our B2B Content Marketing Research. (Don’t read too much into that. I enjoy my job year-round.)
One, Content Marketing World is amazing. If you haven’t signed up yet, you need to get on that. CMWorld is in one week!
Two, when it comes to the report, CMI Research Director Lisa Murton Beets digs deep into what our peers seeing, doing, and thinking. This year’s report is special because it looks at COVID-pivots and post-pandemic plans. Lisa uncovered significant patterns in content marketing and how they may shift our future outlook. We were thrilled she agreed to come on a recent #CMWorld Twitter chat to discuss what she found.
This post represents a very small selection of stats and findings. The complete report is on the CMI blog. Every tweet from the chat is included in our Twitter Moments – Part 1 and Part 2.
A1:
No changes to the strategy – it’s always been about providing as much value for our audience as possible when it comes to content. What the audience sees as valuable might have changed, but that’s always evolving anyway.#CMWorld
— James Tennant (@JamesConverge) October 6, 2020
A1: Definitely! Our audience had less time, more pressure, and a new larger focus on personal needs like health & safety. #CMWorld
— Penny Gralewski (@virtualpenny) October 6, 2020
A1 #CMWorld
Yes had to make huge changes in type of content, format, channel of promotion, time of content push.
We expect to include topics like wfh, remote working and making our community feel connected and engaged
— 📍Smita Poojary (@Smita_DigiMarke) October 6, 2020
A1 Yes! I was hired (yay!) and a lot of our marketing went to SM and other online platforms, and it’ll probably stay that way – Alyx #CMWorld https://t.co/oKYLB05rb8
— Charlie Appel Agency (@ColfaxInsurance) October 6, 2020
A1: If I’m being honest, my teammates and I scraped entire projects because of COVID and other news stories. They went right in the trash. It wasn’t easy but it was the right choice. #CMWorld
— mara (@mara_calv) October 6, 2020
A2 The most successful among those we surveyed attribute their success to the value their content provides (83%). #cmworld
— Lisa Murton Beets (@LisaBeets) October 6, 2020
A2 Many (60%) also attribute success to website changes, e.g., adding new content. #cmworld
— Lisa Murton Beets (@LisaBeets) October 6, 2020
A2 It’s strategy, too: 45% attribute success to strategy changes. #cmworld
— Lisa Murton Beets (@LisaBeets) October 6, 2020
A2: #CMWorld #ContentMarketing makes marketers take a hard look at WHY and HOW they are reaching people with their content. I think that in itself opens up our eyes to ways to achieve success. No more publishing content just to say you did.
— Click Control Marketing (@ClkContrl) October 6, 2020
A2. Re-evaluate your customer journey and create content that answers questions your audience may now have #CMWorld
— Charu Misra (@charumisra) October 6, 2020
A2) These past few months have been a unique time where everyone is experiencing something TOGETHER. Being able to connect on that common human experience has been successful for organizations to resonate with their audiences and make their needs feel seen and heard #cmworld
— OnePitch (@onepitchsaas) October 6, 2020
A2: Quality content delivered on a CONSISTENT BASIS is a foundation to content success. Sporadic delivery, even if the content is good, is a huge loss. #CMWorld
— Joseph Kalinowski (@jkkalinowski) October 6, 2020
A7 Content creation all starts with a solid understanding of your audience. #cmworld
— Lisa Murton Beets (@LisaBeets) October 6, 2020
A7 I was surprised that getting to know audiences better and customer experience were much lower down the list. #cmworld
— Lisa Murton Beets (@LisaBeets) October 6, 2020
A7: We’re finally looking at drilling down into SEO/SEM (rising to the top of that deep digital river!) beyond just what we try to do organically. We’re also tapping into previously-untapped platforms and apps. #CMWorld
— Rachel Moore | #vGHC20 (@RachelMooreRS) October 6, 2020
A7 I’m hoping to delve more into SM – specifically producing videos. I think that would be fun and also provide a lot of quality info for our audiences – Alyx #cmworld https://t.co/zXEmKsrh5X
— Charlie Appel Agency (@ColfaxInsurance) October 6, 2020
a7: podcasts, video and live broadcasts.
email.
site experience.but ultimately, using data and customer feedback to drive these decisions.#CMWorld
— Lauren (@laurfarrell) October 6, 2020
A7. All of the above. Planning on longer blog content as well per @BloggingBrute‘s advice. #CMWorld https://t.co/oI7oUnjEa0
— Anh Nguyen #SocialAmplified (@AnhTNguyen) October 6, 2020
A7: Website enhancements and opt-ins would be the best usage of money. Social media is a driver. #CMWorld https://t.co/A1hUZ1VsXf
— Carlarjenkins (@carlarjenkins) October 6, 2020
A7: #CMWorld
Our agency is definitely investing more in community-building content creation. With our blog launched (Yay!), we’re looking at an email newsletter to pull together the other active parts of our content strategy.
— Click Control Marketing (@ClkContrl) October 6, 2020
Take a look at the numbers yourself. Download the B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report, produced with MarketingProfs and sponsored by ON24.
Use these insights plus the knowledge you gain at Content Marketing World to start your 2021 planning. With 100+ inspiring speakers and plenty of networking opportunities, your strategy will be set up for success. The conference takes place in one week. Secure your All-Access Pass now!
