In our latest eBook, To Gate, or Not to Gate? That’s Not the Question, we explore why marketers need make a shift from demand generation to value creation to get the most out of their content – and how businesses that are already doing it are reaping significant rewards. Ready to create more value with your content? Here are 5 tips to get started.
#1 Meet your customers where they are
Meet your customers where they are both physically and mentally.
Your audience is more likely to engage with your content if it’s physically in places they’re already consuming content. If your customers spend a lot of time scrolling through Instagram, meet them there. Instead of creating infographics for your website, reformat the information for your social channels where your customers are more likely to see it.
It’s also important to be on the same page as your audience mentally – and by this, I mean buyer stage. According to LinkedIn B2B Buyer Research, “only 1 in 5 buyers are in active buying mode at a given time.” The rest of your audience is looking to boost their knowledge, gain skills or participate in a community. To create value, develop content that reflects the needs of your entire audience, not only the ones ready to make a purchase.
#2 Organize, tag and value your content
Organize and tag your content in a way that’s meaningful to your audience, so they can easily find content that’s valuable to them. This will help with your personalization capabilities in the future. The best time to tag is while you’re writing. While you can always improve your organization strategy down the road, it’s much easier to begin with that rigor than to retroactively tag all your content.
Having a database-driven approach will ultimately arm you with content intelligence when it comes time to create new assets. Tags can be tracked, managed and analyzed, so you can discover gaps in your content and use that insight to create content that’s meaningful for your customers.
#3 Repurpose and atomize your video content
According to the HubSpot State of the Media & Content Planning in 2022 report, video was the number one format of choice for marketers in 2021. It’s not surprising. Video is a scroll-stopping format on social channels and can serve a multitude of purposes.
With each new video you create consider ways you can get some extra mileage out your investment by atomizing the content. For example, hour-long webinars can be broken up into chapters. Enticing soundbites can be used on social media. A video series can be sliced-and-diced into a supercut trailer that leaves your audience wanting more. By repurposing your video content, you not only create value for your customers but you also create value for your business by getting more out of your video investment.
70% of B2B buyers say video is the best content format for creating awareness of business-related problems.Brightcove/ Ascend2, The Power of Video in the B2B Buyer’s Journey
#4 Stop the scroll with creative that speaks volumes
Your audience is being bombarded with content. This is especially true on social media where they’re scrolling through photos, videos and text at warp speed. It takes something truly show-stopping to make them pause.
Creative is an extremely important component to capture your audience’s attention. The adage, “a picture is worth a thousand words” is especially true on social media where you don’t have a long time to communicate your message. With an effective creative concept, you can share something of value with your audience in a way that cuts through the noise.
#5 Start small and test to find what works
Want to make sure your content resonates? Test it with a small audience. Select a segment of the market to get started. If you slow your lead flow, you can always adjust course.
Let your audience be your guide. To truly create value for your audience, you need to listen. Testing your content in this way is part of the process and will allow you to gauge what’s working and what’s not.
Read To Gate, or Not to Gate? That’s Not the Question.
Want to learn more about the shift from demand generation to value creation? Read our eBook (and to answer your question… no it’s not gated).