Convinced of the value of content marketing, B2B companies across a broad spectrum of industries are devoting a large chunk of their budget to the strategy. But too many companies are relying on a “post and hope” approach with well-crafted white papers, case studies and other original content, rather than pursuing more effective distribution strategies.
In a recent study run by PR Newswire, only 42 percent of marketers said their content marketing effort was working.
“If a B2B brand has invested the manpower and time to develop a white paper, eBook, and video or run a survey and publish the findings, it is increasingly clear that content needs a boost beyond social media channels and email marketing to drive maximum ROI,” states Laurie Fullerton in a post on The Drum, a global media platform that focuses on marketing news and trends. “Without wings, compelling and thought-provoking content will not get the attention it deserves.”
“Earned media — or a mention of your brand by journalists, influencers and other third-party sources — has long been considered a goal for PR professionals only. It’s traditionally looked at as something to strive for when announcing personnel changes, product launches and other company news. However, earned media is also a wise (I’d even say, essential) pursuit for marketers who want their content to reach new audiences and boost conversion rates,” states Danielle Capriato in the PR Newswire report.
Exponential returns
According to the white paper, “How to Drive Maximum Returns on Content Marketing with Effective Distribution,” earned media is 80 percent more effective than owned media (i.e., branded content) at the bottom-of-the-funnel or purchase consideration stage, 80 percent more effective at the middle-of-the-funnel or affinity stage, and 38 percent more effective at the top-of-the-funnel or familiarity stage.
Earned media from a reputable source that your audience trusts will have the biggest impact, Capriato says. She offers six ways that earned media will help you reach your content marketing goals:
Drive online visibility – Whether you’re looking for the massive scope of influence that’s offered by mainstream media or the more targeted relevance of niche publications, getting linked to in a pertinent online publication can result in a major lift in traffic. Even without a link, a media mention can put your name in front of audiences in ways that owned channels can’t. Name recognition builds as audiences are repeatedly exposed to your brand and content in meaningful ways. But Capriato cautions that while third-party mentions can go a long way toward increasing visibility, quality trumps quantity.
Expand social media presence – A strong social presence can connect you to influencers, potential prospects and quality leads. In the same way that recognition from news organizations, niche publications or blogs can increase your online visibility, social mentions, retweets and likes help develop your brand’s social visibility. Social mentions, likes and views are added exposure for a brand, and are a great way to connect with vast audiences, some of whom are potential future customers.
Gain influencer attention – As consumers and buyers increasingly turn to those individuals and brands they trust, marketers must leverage opportunities to influence the influencer. Mentions of your brand across both traditional and new media can amplify your message and help catch the interest of influential players in your industry. The more influencers you attract, the wider your message goes, the more likely you are to attract more influencers.
Build trust and credibility – Trust is an increasingly critical factor in both B2B and B2C purchase decisions. Buyers want to do business with a trusted partner. Content marketing can go a long way toward building buyer trust by providing audiences with useful information and building thought leadership. But a brand’s reputation does not develop overnight, and unseen content won’t do anything to increase audience trust. This is why mentions from reputable third parties are so important. They allow brands to draw on the reputations of trusted sources of information.
Gain audience insights – Marketers spend a lot of time, energy and funds developing personas to target with their messages, and it pays off when they are able to use those insights to create content their audiences find valuable. Earned media can provide additional understanding, as reading what third-party voices have to say about your brand will shed light on a number of topics that can guide your strategy. Likewise, noting which pieces of content niche publications find interesting will help you develop more targeted content. Don’t overlook earned media’s value as a powerful tool for gathering audience insights.
Attract and convert leads – The ultimate goal of marketing is to drive business growth and revenue. Earned media’s conversion potential stems from its ability to achieve all of the above points. It packs a powerful punch that spans the Web, influencing public opinion in a way owned and paid media simply can’t achieve on their own.
To gain more earned media mentions, the report recommends developing relationships with trade and industry influencers, post timely, topical content and use trackable links to measure results.
