Post by account_disabled on Dec 20, 2023 0:44:34 GMT -5
It's often good for the ego, but the transformation into a business is something else. I have often observed it for myself or for my clients: My most viewed, read, liked and commented contents are not those which have given the most concrete results (between VR and business). My content that generated the most business is among the least viewed. And it's logical, in a way: the fewer views I have, the more it means that I am specific and therefore that I only reach a small portion of decision-makers who have a need. The more mainstream I am, the more I work on my visibility and my notoriety but the more general I am, therefore without touching real pain points and therefore further from a conversion.
All those who contacted me for an appointment, a call or even (truthfully) placed an order Email Data with me without an appointment just by reading an article and without negotiating the budget, have not had the slightest prior commitment on any of my contents. Most are even particularly inactive on LinkedIn. The most used content in BtoB The most used format: social media content, stories and tweets (95%). In 2nd position: posts and articles (89%) In 3rd position: email newsletter (81%). In 4th position: events (73%). In 5th position: videos (excluding live streaming). Next: customer cases, infographics, webinars, white papers and finally ebooks. The 3 keys to success? Have a strategy, a real content creation and distribution plan, aligned with the company's objectives and the needs of the audience.
This point about understanding your audience is key. Prioritizing the audience's information needs over the company's promotional messages is another guarantee of success. Adapting content to the stages of the customer journey is another characteristic of performers. It is clearly time to understand that commercial messages must give way to informative content. No one is saying they don't get enough sales messages. Go out “Everyone” uses email, their site, a blog, social networks to distribute their content. Those who are more efficient take more risks: Influencers. Guest articles. Conferences. Where do they broadcast? On LinkedIn: 95%. On Twitter: 86%. On Facebook: 83%. On YouTube: 53%. On Instagram: 46%.
All those who contacted me for an appointment, a call or even (truthfully) placed an order Email Data with me without an appointment just by reading an article and without negotiating the budget, have not had the slightest prior commitment on any of my contents. Most are even particularly inactive on LinkedIn. The most used content in BtoB The most used format: social media content, stories and tweets (95%). In 2nd position: posts and articles (89%) In 3rd position: email newsletter (81%). In 4th position: events (73%). In 5th position: videos (excluding live streaming). Next: customer cases, infographics, webinars, white papers and finally ebooks. The 3 keys to success? Have a strategy, a real content creation and distribution plan, aligned with the company's objectives and the needs of the audience.
This point about understanding your audience is key. Prioritizing the audience's information needs over the company's promotional messages is another guarantee of success. Adapting content to the stages of the customer journey is another characteristic of performers. It is clearly time to understand that commercial messages must give way to informative content. No one is saying they don't get enough sales messages. Go out “Everyone” uses email, their site, a blog, social networks to distribute their content. Those who are more efficient take more risks: Influencers. Guest articles. Conferences. Where do they broadcast? On LinkedIn: 95%. On Twitter: 86%. On Facebook: 83%. On YouTube: 53%. On Instagram: 46%.