As a marketer what are your content priorities in 2024? How much of marketing budget you will spend on thought leadership content such as subject matter blogs /articles, white papers, case studies, e-books etc?
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For most B2Bs, this formula will help streamline how content marketing budgets are allocated:
1. Primary Content Creation (40%)
The focus here is on developing comprehensive and high-quality thought leadership content, which is crucial for establishing authority and credibility in your industry.
2. Content Upcycling (30%)
This budget allocation supports converting primary content into various formats. It’s an efficient way to reach different audience segments and extend content lifespan without additional resource input.
3. Distribution and Promotion (20%)
Essential for ensuring your content effectively reaches and engages your target audience. This includes SEO, social media marketing, and potential paid advertising.
4. Analytics and Feedback Loop (5%)
Allocating funds here allows for monitoring content performance and understanding audience preferences, which is key for refining future content strategies.
5. Community Engagement (5%)
Investing in direct audience interaction through interactive formats fosters community building and provides insights for tailoring future content.
This is a great way to allocate content marketing budget. In fact, major thought leadership assets can be designed with repurposing in mind. This allows for better planning and distribution.
We're adjusting our content strategy to align better with the changing market dynamics. We seek to create more industry specific content. For example, case studies and sucess stories, with photos and/or vídeo, are performing even better for the B2B segment.
GenAI is great, but there's nothing better then the natural flow of language in case studies, that tends to include relevant keywords organically, enhancing their SEO potential.
This year, about 15% of our marketing budget is dedicated to thought leadership content such as blogs, case studies, and LinkedIn articles.
You are correct. Thought Leadership content with industry insights and case studies that go beyond the standard format of challenge, solutions and benefit to demonstrate what business outcomes were delivered and how, are a strong validation of product / services offered.
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We spend about 10% of our overall budget on blogs and LinkedIn. In the b2b segment relevant case studies result in the creation of very interesting leads. The content has to be very well researched, unique and industry-specific.
Our priority for this year is to create more evergreen content. Blogs are good and we've done that in the past but they seem to sizzle out and have a shelf life even if it's generic content. Case studies seem more legitimate and we are moving in that direction with one of our websites. The nice thing about case studies is that you can write it pretty quickly in every day language like you are having a conversation and keywords just naturally show up because of the nature of the piece you are writing so it's not very time, or thought, consuming to come up with good contetnt.
Agree. Success stories with just the right amount of under the hood details of how the solutions were delivered with clear quantifiable impact on overall business help in consideration stage.
My content priorities in 2024 focus on delivering value and building authority in our sector.
I’m expecting we will allocate a larger portion than usual to our marketing budget, around 15-25%, to thought leadership content such as subject matter blogs, white papers, case studies, for mainly pre-sales activities. This investment is not just promoting our products, but also educating and engaging our audience, establishing our brand as a trusted sector leader and innovator. The content is tailored to address emerging trends, answer key customer questions, and provide insightful analysis, ensuring relevance and impact in our market.