As defined by the Content Marketing Institute, “content marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience – and ultimately, to drive profitable customer action.”
With the vast majority of marketers in every size company and every industry using content marketing, we broke down the annual B2B Content Marketing 2020: Benchmarks, Budgets, and Trends—North America report to identify four reasons why event and meeting venues should adopt a content marketing mindset.
1. Content marketing helps with top-of-the-funnel goals, like brand awareness and audience education
In the report, survey respondents indicated that regardless of their organization’s size, half of the content produced (50 percent) is used to generate awareness/interest at the top-of-of-the-funnel.
In the last twelve months, the three top types of content used to achieve that goal are:
- Social media: 95 percent employ
- Blog posts/short articles: 89 percent use
- Email newsletters: 81 percent deploy
Content marketing provides a framework for event and meeting venues to improve their visibility and make it on more RFP lists.
2. Content marketing benefits extend beyond top-of-funnel goals
Beyond increasing awareness, content marketing supports other marketing goals. According to the report, use of content marketing in the last twelve months has helped organizations successfully achieve these goals:
- Educate audience(s): 79 percent
- Build credibility/trust: 75 percent
- Generate demand/leads: 70 percent
- Build loyalty with existing clients/customers: 63 percent
In other words, content marketing supports many long-term goals too. (Client #relationshipgoals, am I right?)
3. Documenting an organization’s content marketing strategy correlates to content marketing success
Sixty-nine percent of B2B marketers with a documented strategy deem their content marketing initiatives a success.
The big takeaway here for event and meeting venues it that even though you may have adopted content marketing tactics – sharing on social, sending newsletters, writing blogs or case studies, or employed other tactics – the very process of documenting your strategy improves the likelihood of success.
A documented content strategy includes:
- Establishing your overall mission
- Defining your target audience
- Identifying your mix of content
- Establishing a content creation process and calendar
- Determining distribution and
- Measuring the impact
4. Content marketing continues to be a viable long-term strategy
Report findings indicate that nearly half (46 percent) of marketers expect their content marketing budget to increase in 2020 – regardless of organization size and overall marketing success.
If organizations weren’t benefitting from content marketing, budgets wouldn’t continue to rise. For event and meeting venues that are just getting started with their content marketing journey, this indicator points to the long-term viability of the strategy – and cements it a viable business development and growth strategy.
Employing a content marketing strategy takes time and patience. The good news is that the report found that 84 percent of organizations say they are moderate to extremely successful. And 69 percent rate their organization’s content marketing success as somewhat or much more successful than a year ago – so don’t give up! The results are worth it.
For more information about successfully marketing your venue, visit the Prismm blog.