Ashley Zeckman

[Infographic] The In-Flight Guide to Content Marketing

Ashley Zeckman on Jul 31st, 2017     Content Marketing, Content Marketing World, Online Marketing

Marketers who plan appropriately significantly increase their likelihood of success. Seems like a novel concept right?

You’d think so, but unfortunately the day-to-day grind can cause many marketers to lose sight of what’s important and essential for content marketing success. In today’s competitive landscape, everything from your strategy to the actual content experience and the way that you amplify content that is created (or co-created) are key factors in the success of your content program.

To help you take your content to new heights, we have topped into some of the top B2B and B2C marketing minds that will be speaking at this year’s Content Marketing World conference in September. Over the past months we have published a series of eBooks that take a deep dive into the content skills and tactics necessary to meet the needs of the modern customer.

We have also pulled some of the top insights from each of these eBooks into the infographic below for you to keep on hand as a guide for content marketing success. Let this handy in-flight content guide serve as a visual reminder of just what it takes to succeed in content marketing today.

Part 1: Prepping for Your Content Marketing Expedition

Figure out what makes you, your team, and your customers unique. @jayacunzo Click To Tweet You have a story YOU want to tell, but does your audience care to hear it? @buyerpersona Click To Tweet Adapt and be fluid with your content scheduling. @amandatodo Click To Tweet

Don’t be so wedded to a content schedule that you miss opportunities in your industry. @markwschaefer Click To Tweet

People are hesitant to contribute content because they don’t know what to write about. @timwasher Click To Tweet

Part 2: Creating a Memorable Content Experience

Build content based on what they want rather than what you think they want! @IanCleary Click To Tweet Make the audience the hero of the story you’re telling. @ardath421 Click To Tweet A great content experience starts with a story! @BrennerMichael Click To Tweet Be Useful. Address the why, the what’s in it for me? for your reader. @JillianHillard Click To Tweet Develop next-level, pathological empathy for your audience. @MarketingProfs Click To Tweet

Part 3: Making the Most of Your Content Journey

Paid social can help marketers greatly improve their reach and engagement. @justinlevy Click To Tweet For great distribution, co-creation with influencers is the solution. @leeodden Click To Tweet Content that is engaging and optimizes the user’s experience is key. Zerlina Jackson Click To Tweet Work with top experts to co-create content to increase amplification & engagement. @AmishaGandhi Click To Tweet Better work inherently drives deeper engagement. @Robert_Rose Click To Tweet

Hungry for More Content Marketing Insights?

Below are some additional snackable statistics pulled from Content Marketing Institute and MarketingProfs’ 2017 B2B and B2C Content Marketing reports:

Snackable B2B Stats

  • 28% of B2B companies are in the sophisticated/mature phase of content marketing
  • 55% B2B of companies have small content marketing teams serving the entire organization
  • 42% B2B of companies have experienced management changes that have had a positive impact on the organization’s content marketing
  • 89% of B2B Marketers use content marketing
  • 55% of B2B companies have a small (or one-person) marketing/content marketing team that serves the entire organization
  • 63% of B2B companies are extremely or very committed to content marketing
  • 62% of B2B companies are much more or somewhat more successful with content marketing than they were one year ago
  • 30% of B2B Marketers say it is not clear what an effective or successful content marketing program looks like

Snackable B2B Stats

  • 30% of B2C companies are in the sophisticated/mature phase of content marketing maturity
  • 49% of B2C companies have a small content marketing team serving the entire organization
  • 86% of B2C Marketers are using content marketing
  • 49% of B2C companies have a small (or one-person) marketing/content marketing team that serves the entire organization
  • 60% of B2C companies are extremely or very committed to content marketing
  • 25% of B2C companies are extremely or very successful with their overall approach to content marketing
  • 33% of B2C companies are not clear on what effective or successful content marketing programs look like

To gain access to insights from all 41 Content Marketing World speakers, be sure to download the full series!

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.