What differentiates B-to-B companies who carry out successful content marketing initiatives compared to those whose efforts are less impactful?
It isn’t an easy question to answer in a very quantitative way, but the Content Marketing Institute, working in conjunction with MarketingProfs, has reached some conclusions based on a survey it conducted in June and July of 2018 with nearly 800 North American content marketers. (This was the 9th year that the annual survey has been fielded.)
Beginning with a “self-graded” question, respondents were asked to rate the success of their company’s content marketing endeavors. A total of 27% of respondents rated their efforts as either very or extremely successful, compared to 22% who rated their results at the other end of the scale (minimally successful or not successful at all).
The balance of the CMI survey questions focused on this subset of ~380 respondents on both ends of the spectrum, in order to determine how content marketing efforts and results were happening differently between the two groups of marketers.
… And there were some fundamental differences discovered. To begin with, more than 90% of the self-described “successful” group of B-to-B content marketers reported that they prioritize their audience’s informational needs more highly than sales and promotional messaging.
By comparison, just 56% of the other group prioritize in this manner — instead favoring company-focused messaging in greater proportions.
Other disparities determined between the two groups of marketers relate to the extent of activities undertaken in three key analytical areas:
The use of primary research
The use of customer conversations and panels
Also importantly, ~93% of the respondents in the “successful” group described their organization as being “highly committed” to content marketing, compared to just ~35% of the respondents in the second group who feel this way.
Moreover, this disparity extends to self-described skill levels when it comes to implementing content marketing programs. More than nine in ten of the “successful” CMS group of respondents characterize themselves as “sophisticated” or “mature” in terms of their knowledge level.
For the other group of respondents, it’s just one in ten.
Despite these differences in perceived skills, it turns out that content marketing dissemination practices are pretty uniform across both groups of companies. Tactics used by both include sponsored content on social media platforms, search engine marketing, and web banner advertising. It’s in the messaging itself — as well as the analysis of performance — where the biggest differences appear to be.
For more information on findings from the 2018 Content Marketing Survey, click here.
From the New York Times on down, leading publishers are telling us that print versions of their newspapers will eventually disappear. The only question is how soon it will happen.
But what are the implications of this pending shift to all-digital? Will online news consumers be as strongly engaged as they have been with the print newspaper product?
We now have a window into answering this question by looking at the experience of The Independent, a UK national daily paper. Two years ago, The Independent made the shift to become an online-only publication.
And the result was … no measurable increase traffic shifting from offline to online. That finding comes from a before/after analysis of the publication’s performance as conducted by European communications industry researchers Neil Thurman and Richard Fletcher.
Instead, these customers became like other digital readers. That is to say, in the words of the researchers, “easily distracted, flitting from link to link, and a little allergic to depth.”
Let’s drill down a little deeper. At the time it ceased publishing a print edition of its newspaper, The Independent had a paid print circulation of approximately 40,000, along with ~58 million monthly unique visits on its digital platform.
That a humongous chasm … but the researchers found that the publication’s relatively small number of print readers were responsible for more than 80% of all time spent consuming all of The Independent’s news content – print and digital.
That is correct: Considering engagement on all of its digital platforms, all of that added up to fewer than 20% of the time collectively spent reading the print publication.
The chart below shows what happened to readership. All of the time The Independent’s print readers spent with the paper seems to have simply disappeared when the company ceased publishing a print version. It didn’t transition to independent.co.uk.
Even more telling, the researchers found that half of print recipients had read the newspaper “almost every day,” whereas online visitors read a news story in The Independent, on average, a little more than twice per month.
While print readers typically spent from 40 to 50 minutes reading each daily edition of The Independent, online readers spent, on average, just 6 minutes over the entire month.
Here’s the thing: Whereas print newspapers usually have few if any competitors in their immediate space, online there are an unlimited number of competing sites to attract (and distract) the reader – all of them just a mouse-click away.
Even if we discount a measure of exaggeration on the part of respondents in terms of how much time they actually expend on their reading consumption versus what they reported to survey-takers, the print/online dynamics reveal stark differences. As researcher Thurman reports:
“By going online-only, The Independent has decimated the attention it receives. The paper is now a thing more glanced at, it seems, than gorged on. It has sustainability but less centrality.”
There is one silver-lining of shifting to an all-digital platform, at least in the case of The Independent. That shift has resulted in increased international reach by the publication.
But The Independent is a national newspaper, unlike most of America’s leading papers, and so that sort of positive aspect can’t be expected to apply very easily to those other media properties. How many people outside of central Colorado can be expected to read a digital edition of the Denver Post?
The main takeaway from The Independent’s experience is that for any paper choosing to go all-digital, chances are high that the audience isn’t going to follow along – certainly not at the level of loyal, in-depth time once spent with the print product.
Sure, the very real costs of printing and delivery will now be a thing of the past. But a significant – even dramatic – decline in reach, influence and impact will be the new reality for the publishers
The slow death of America’s alt-weeklies can’t help but feel a little disheartening.
Over the years I’ve enjoyed reading the so-called “alternative press.” I’ve found it a fascinating sociological exercise, where certain fringe or controversial topics and points-of-view are often aired long before they enter more mainstream discourse.
But that was before the Internet changed everything.
Before the ubiquity of the Internet, the role that alternative weeklies played was arguably one of consequence. I can recall a time where one could encounter a dozen or more papers freely available in retail establishments such as record stores, coffeehouses and head shops in any medium sized or larger North American city.
The editorial focus of these alt-weeklies covered the gamut – from alternative music, film and literature to environmental causes, LGBTQ interests and other social action priorities – not to mention various ethnic sub-groups.
Basically, any “ism” or group that was underrepresented in the mainstream press was a prime editorial focus and audience target of the alternative press.
One could chart the fortunes of cultural trends by the tone of the editorial writing in these publications – ranging from optimism and anticipation to depression or even rage – depending on the prevailing sociological or political currents of the day.
One friend of mine called it the “alt-weekly shrill-o-meter” – with the decibel level rising or falling with the fortunes of urban-progressive forces in America.
One of the foundational premises of alt-weeklies was that they should be available free to everyone, and therefore they were given wide distribution everywhere urban-aware people congregated.
The costs of production, printing and distribution were paid for through varied and frequently entertaining (of the voyeur sort) advertising.
Back in the late 1980s I was acquainted with a fellow who sold advertising for one such paper, Minneapolis-based City Pages. He earned a tidy-if-modest living selling advertising space for independent restaurants, funky specialty retailers, dive bars, performance spaces and the myriad music groups that were prevalent on the Twin Cities scene.
Other regular advertisers he relied on were the ones peddling more “questionable” fare like phone chat lines (of whatever persuasion one might prefer) and other services one can euphemistically characterize as “adult.”
Some people contend that these advertisers did as much as anything to keep many an alt-weekly publication afloat in the pre-Internet days.
The point is, in their heyday the alternative press played an important role in American urban culture – even if it existed on the margins of society and played a somewhat less-than “conventionally upstanding” role in the process.
And another thing: These alt-weeklies reflected the personalities of the cities in which they operated. Despite the inevitable superficial similarities between them, I always recognized distinct aspects of each publication that made it a true product of its place. (Speaking personally, I found this to be the case in Phoenix, Nashville, Minneapolis-St. Paul and Baltimore, where I lived and worked from the 1970s to the 1990s.)
Unfortunately, the past 15 years haven’t been kind at all to this corner of the publishing world. With the rise of the Internet (where “anything goes” editorially is an understatement), coupled with inexorably increasing costs to prepare and distribute a paper-based news product, the business environment has turned into a classic squeeze-play for these alternative papers.
Adding to those problems is the challenge of shrinking advertising revenues. Publishers aren’t facing merely the general decline of revenues from would-be advertisers who can now publicize themselves just as effectively online at a lower cost. It’s also the near-total banishment of adult-oriented advertising, as alt-weeklies have been shamed into dropping those ads due to changing societal attitudes about the objectification and exploitation of women (and men, too).
Because of these dynamics, in recent years the main story about the alternative press has been a predictable (and dreary) one: how these papers have been dropping like flies. Whereas once there were a dozen or more alternative papers published in a typical urban market the size of a St. Louis or Pittsburgh, today there may be just one or two.
In smaller urban markets, there may be none at all.
Just this past week, the last non-student run alt-weekly publication in the entire state of Montana – the Missoula Independent – shut down for good. Employees received this warm-and-fuzzy communiqué from the publisher, Lake Enterprises:
“This is to give you notice that we are closing the Missoula Independent as of September 11, 2018. As of that time, the offices will be closed and you are not to report to work or come into the building.”
In a now-familiar story line, closing Montana’s last remaining alt-weekly publication came down to a simple calculation of revenues vs. costs. (It probably didn’t help that the magazine’s staff had voted to unionize earlier in the year.) And adding insult to injury, Lake Enterprises has also shuttered the publication’s archives – all 27 years of it.
Suddenly, it’s as if the Missoula Independent never existed.
This alt-weekly publication’s experience is similar to numerous others. Lee Banville, an associate professor of journalism at the University of Montana, had this to say about the Missoula Independent’s fate after the previous owner sold the publication to Lee Enterprises:
“There was – almost immediately – a pretty good chance this was going to happen. Other alt-weeklies that have been purchased by paper chains have been closed.”
Indeed, it’s a scenario that’s been playing out all over the country: An alt-weekly begins to struggle; new owners move in with the objective of saving the publication, only to cut staffing to near-zero or shut down completely when the old (or new) business model cannot be sustained.
And in fact, no publication is immune – even an iconic brand like New York City’s The Village Voice.
Earlier this month, the world witnessed the effective demise of that vaunted alt-weekly – a publication that some people consider the best exemplar of the genre.
Village Voice publisher Pete Barbey, who acquired the media property in 2015 and turned it into an online-only publication in 2017, has now shuttered the publication completely barely a year later.
“Today is kind of a sucky day,” Barbey reportedly told Village Voice employees in a phone conference call. “Due to, basically, business realities, we’re going to stop publishing new Village Voice material.”
At least in this case, a veritable treasure trove of Village Voice archival material will be digitized and remain available in cyberspace. Approximately half of the publication’s employees are being kept on for a period of time to carry out that mission … but no new Village Voice journalism will ever again be produced.
As anyone who knows me personally can attest, I don’t come out of the “counter-culture” movement – nor would I consider that many of my personal or political views reflect those that are typically espoused by the writers and editors of the alternative press.
And yet … I can’t help but empathize with the comments of freelance writer Melynda Fuller, who has opined:
“The loss of alternative weeklies feels particularly personal. They act as mirrors for the complex lives lived in the cities where they publish. As more outlets are bought up, shut down or prevented from operating at full capacity, a much-needed connection is lost between that city’s culture and its residents.
Media is in the communications business. In a fractured time in our history, every connection counts.”
How about you? Do you feel any sense of nostalgia for the alternative press? Is there a particular favorite publication of yours that hasn’t been able to survive? Please share your thoughts with other readers.
For people who might be hoping for a turnaround in the news industry that could take us back to a world more like the one we once knew – you know, with actual journalists writing primary-sourced stories and conducting formal fact-checking – those days seem less likely than ever to return.
In late July, analytics firm MediaRadar reported on the latest stats for print advertising in the United States – and they’re continuing a long slide by falling another 13% between January and April of 2018.
Even worse: Most of the companies that stopped their print advertising during the period didn’t migrate their ad dollars over to digital. Instead, they stopped advertising altogether.
This by now numbingly-familiar trend in advertising is directly related to the financial well-being of the news media, as advertising has traditionally bankrolled the lion’s share of newsroom activities.
According to Pew, in 2008 America’s newsrooms collectively had approximately 114,000 reporters, editors, photographers and camera personnel on staff. As of 2017, the number had plummeted to around 88,000.
That loss of ~27,000 people represents nearly 25% of all the newsroom jobs that were existed in newspaper, radio, TV/cable and other information services in 2008.
Not surprisingly, the biggest decline was experienced in the newspaper segment – down a whopping 45% to ~39,000 jobs. The digital-native sector was something of a bright spot, with job numbers increasing by nearly 80% over the same period to reach a level of ~13,000 jobs in 2017.
But digital news personnel growth hasn’t been nearly enough to make up for the job losses suffered by the other newsrooms.
What’s more, even digital newsroom jobs aren’t particularly secure, with frequent restructurings being the order of the day thanks to the unsettled nature of the industry as it attempts to adjust to ever-evolving news-consumption preferences.
How are news media organizations responding? Give them credit for trying all sorts of gambits – from membership programs to paid newsletters, premium news paywalls and in-house content studios.
But how many of those efforts have proven to be financially robust enough to shoulder the costs of running a “legitimate” newsroom? Whatever the number, it hasn’t been sufficient, because whether we like it or not, most people have become conditioned to expect their news and information delivered free of charge. And while many may lip service to favoring traditional journalistic practices, most aren’t willing to put up their own money to pay for it as part of the bargain.
Meanwhile, the hollowing out of traditionally structured newsrooms continues on, with no end in sight. I wonder if there even are other financial or business models that could stop the hemorrhaging of jobs in newsrooms.
Considering the spread of digitization into seemingly every nook and cranny of our lives, how are book-reading practices changing? The Pew Research Center looked into this question recently, and it found that those behaviors are definitely changing.
First, what hasn’t happened is a wholesale flight from printed books. According to Pew’s January 2018 survey of ~2,000 American adults age 18 and older, fewer than one in ten respondents reported that they’ve pulled the plug completely on reading printed books.
But it turns out that ~30% are reading both digital and printed books.
As for the rest, nearly a quarter of the respondents reported that they don’t read books at all – in any format.
That leaves around 40% who report that they read books in printed form only.
It seems that we’re in the midst of a technologically driven change in behavior. A few short years ago the percentage of Americans reading any books in digital format would have likely been in the single digits. But now just about half the population of book readers are doing so at least in part using digital technology.
I suspect that we’ll see continue to see a shift towards digital books – and likely at an accelerating pace. Even though speaking personally, I tend to read “better” when I’m not in front of a screen because I find it easier to absorb the more extensive paragraphs that are more typical to long-form writing.
But that’s just me. What about you? Are you still reading printed books exclusively, or have you gravitated to digital? And do you see yourself going 100% digital eventually? Please leave a comment for the benefit of other readers.
As a MarComm specialist and head of a marketing firm for several decades, I’ve worked with my share of marketing tactics — the tried-and-true ones as well as the “next new things.”
Along those lines, working with numerous B-to-B companies in their attempts to turn social media and blogging into significant sources of new business, the track records have been more often ones of failure than of success.
I think the issue boils down to something pretty fundamental: Unlike consumer products, where customers can fall deeply “in love” with particular brands, or at the very least develop feelings of brand affinity, in the world of business products and services, the brand dynamics are seldom “emotional.”
The reality is, business buyers are looking for products and services that will solve their problems and also provide all-important CYA peace of mind. Few B-to-B buyers are truly “excited” about these purchases, and they aren’t personally “invested” in the brands in question, either.
Instead, they’re looking for solutions that work. Ones that deliver on a checklist of criteria, and ones that don’t risk unpleasant developments down the road.
In such a world, the notion that buyers are waiting around to read the and interact with the next blog article or social media post that’s published by a supplier is fanciful at best.
News flash: The target audience doesn’t care about things like that. Business buyers don’t have time in their busy schedules to read the posts. The few times they will is when they need to satisfy a business need and are looking for information to help them make an informed buying decision.
But of course, it’s precisely then when content needs to be easily findable on the web. Brands that have published deeper and more relevant content than their competitors are going to be the ones that show up on search engine results pages (SERPs), because those are the websites the search engines reward with higher rankings based on the perceived “relevance” of the web pages in question.
This view of B-to-B audience dynamics isn’t just my personal one; survey research of B-to-B buyers reveals similar attitudes. For instance, market research and communication firm KoMarketing publishes an annual B2B Web Usability Report, and the findings they uncover are consistent:
Most B-to-B buyers don’t think a blog adds much to a supplier’s credibility as a company.
As for social media activity, three-fourths of buyers find such platforms irrelevant to their interests and concerns.
So, what is it that buyers are seeking?
It’s more “actionable” data such as sales contact information (who to call), a list of customers a supplier serves (addressing the credibility factor), plus customer testimonials, case studies and similar reports that help buyers “see” themselves in the experiences of other customers.
That’s pretty much it.
Which brings us back to blog posts in the B-to-B realm. Informative articles that center on customer testimonials and before/after case studies provide the best of everything: content that buyers will actually find useful, along with the “relevance” and “robust activity” that search bots are seeking in making their quasi-mysterious calculations on how high to rank a particular web page on SERP pages.
It dovetails with my typical advice to business clients:
Don’t publish blog posts because you expect people to read them like they would a newsfeed. Publish them for relevance and visibility when your prospect is actually seeking out information and insights — which could be months or even years after you publish the post.
Make sure each blog article addresses “problem –> solution” topics centered on the challenges your customers are most likely to face.
Twitter or Facebook? Unless your marketing have plenty of time on their hands and nothing better to do, don’t bother with these social platforms at all — because the payoff is so mediocre.
What about you? Are your B-to-B marketing experiences different? If so, please share your perspectives in the comment section for the benefit of other readers.
And what are the prospects for GDPR-like privacy coming to the USA anytime soon?
First off, let’s review what’s covered by the GDPR initiative. The GDPR includes the following rights for individuals:
The right to be informed
The right of access
The right to rectification
The right to be forgotten
The right to restrict processing
The right to data portability
The right to object
Rights in relation to automated decision making and profiling
The “right to be forgotten” means data subjects can request their information to be erased. The right to “data portability” is also a new factor. Data subjects now have the right to have data transferred to a third-party service provider in machine-readable format. However, this right arises only when personal data is provided and processed on the basis of consent, or when necessary to perform a contract.
Privacy impact assessments and “privacy by design” are now legally required in certain circumstances under GDPR, too. Businesses are obliged to carry out data protection impact assessments for new technologies. “Privacy by design” involves accounting for privacy risk when designing a new product or service, rather than treating it as an afterthought.
Implications for Marketers
A recent study investigated how much customer data will still be usable after GDPR provisions are implemented. Research was done involving more than 30 companies that have already gone through the process of making their data completely GDPR-compliant.
The sobering finding: Nearly 45% of EU audience data is being lost due to GDPR provisions. One of the biggest changes is that cookie IDs disappear, which is the basis behind so much programmatic and other data-driven advertising both in Europe and in the United States.
Doug Stevenson, CEO of Vibrant Media, the contextual advertising agency that conducted the study, had this to say about the implications:
“Publishers will need to rapidly fill their inventory with ‘pro-privacy’ solutions that do not require consent, such as contextual advertising, native [advertising] opportunities and non-personalized ads.”
New platforms are emerging to help publishers manage customer consent for “privacy by design,” but the situation is sure to become more challenging in the ensuing months and years as compliance tracking the regulatory authorities ramps up.
It appears that some companies are being a little less proactive than is advisable. A recent study by compliance consulting firm CompliancePoint shows that a large contingent of companies, simply put, aren’t ready for GDPR.
As for why they aren’t, nearly half report that they’re taking a “wait and see” attitude to determine what sorts of enforcement actions ensue against scofflaws. Some marketers admit that their companies aren’t ready due to their own lack of understanding of GDPR issues, while quite a few others claim simply that they’re unconcerned.
I suspect we’re going to get a much better understanding of the implications of GDPR over the coming year or so. It’ll be good to check back on the status of implementation and enforcement measure by this time next year.