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Content marketing is the answer—and I would argue that it’s your only path if you are a small business.
Click here to download the tools and templates that I use regularly in my own content strategy—and with my clients too. Fueling social media growth and search optimization, content marketing is on a growth trajectory.
Take a look at some of the significant elements of content marketing strategies B2B and B2C marketers use and you’ll find their approaches are strikingly similar. Here are five salient points that emerged from the results of the 2013 Content Marketing Benchmarks, Budgets and Trends by Content Marketing Institute and MarketingProfs.
Top on both B2B and B2C marketers lists of favorite content marketing formats are social media (excluding blogs), articles on own website and enewsletters.
Both B2B and B2C marketers use social media as a distribution channel for their content marketing. All marketers are challenged to create a sufficient amount of content marketing as well as content that’s engaging. In terms of marketing budgets, over half of both B2B and B2C marketers are increasing their content marketing spend. B2B companies spend slightly more of their marketing budgets on content marketing than B2C companies, 33% versus 27%. Interestingly, micro-size B2B marketers dedicate more of their budget to content marketing than their B2C counterparts. While the target audience and how they purchase are significantly different for B2B and B2C marketers, their use of content marketing is relatively similar in approach.
Do you think that there’s a significant difference between how B2B marketers and B2C marketers approach content marketing?
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As with any endeavour, good planning is essential to increase the likelihood of a successful outcome. Having a Digital Marketing Strategy does not mean one has to to include each and every element described below (click on the digital marketing strategy schematic below to enlarge).
MGL Marketing can help you develop or optimise a Digital Marketing Strategy tailored for your business for maximum budget efficiencies and optimised marketing effectiveness. Contact us today for more information on our wide range of online and integrated offline marketing services. Bloggers who want to be successful have a kind of urgency to directly engage with, build and look after their following, as there’s really no better way to attract visitors to their sites. But of course, not all bloggers have thousands of followers, so, what separates the superstars from those that hover indefinitely in the middle of the pack?
Twitter is a pretty reciprocal place, so you could hop onto the platform every night and just randomly add people, and in the morning you’d have a fair amount of people following in return. One great example of someone who does this kind of singular focus right is Heidi Swanson of 101 Cookbooks.
While Swanson does do some retweeting of causes close to her heart and recipes from likeminded sites, the majority of her tweets are links to her content, prefaced with a listing of ingredients.
Whether it’s directly teaming up with someone or just a playful tease, being in on it with someone else is a great way to gain exposure.
While bloggers that dominate their content niche like Heidi Swanson can get away with purely informational tweets, most bloggers will need to engage in a little more back and forth. Many bloggers make the same mistakes, simply posting tweets to their posts without much in the way of elaboration and without putting in the time to comment on and share other bloggers’ work.
As she engages, the Bloggess does so with her trademark sense of humor, gently teasing and playing jokes on her followers.
You know all of those photos you post to Instagram and Pinterest and that poll you’ve posted to Facebook? Given the visual nature of her style blog, Instagram is really key, though she does alternate with Twitpic here and there.
It sounds trite, but really what separates run of the mill bloggers from those with thousands of followers is you. Guest author: Rosie Barry-Scott Rosie Scott is a content strategist at a digital marketing company. My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.

One of the things I do for my clients is simplify marketing so it eliminates confusion and enables the business owner to focus on what is important.
Masterful Marketing partners with small business owners as their trusted marketing advisor to help them achieve success by learning, incorporating and executing marketing strategies and programs that take their business from mediocre to marvelous. One year: By December 30, 2010, Masterful Marketing will be offering quality information products in addition to coaching services that make up 20% of the overall revenue for the company. Three year: By December 30, 2013, Masterful Marketing will be recognized as one of the top three marketing brands for small businesses in the United States. Attainable – Is this realistic based on the resources you have or can acquire to achieve them or a major obstacle to success? By December 2010, create, launch and sell via the Internet 25 copies of an information product that simplifies developing a marketing plan for small businesses.
When determining how you will achieve your goals, your plan should define which strategies you will include on each channel and the activities you need to be doing regularly that will lead you toward those goals.
It’s useful to include your tactics on a calendar with deadlines so you get the activities underway or completed in time to achieve your goals. As small business owners, we all want to do many different things believing that more is better. Free Marketing Plan TemplateJoin the thousands of people who have created a winning inbound marketing plan. It includes planning worksheets for publishing optimized blog and social content, and then monitoring and measuring your progress.
Next on their lists are blogs, video, in-person events and articles on third party websites.
Both types of marketers use the top six social media platforms, namely Facebook, Twitter, YouTube, LinkedIn, Google+ and Pinterest. B2B marketers’ use of Pinterest is interesting and may signal the next growth phase of the platform beyond its initial target users.
It’s important to understand that the professional network is important for positioning your firm to attract and keep employees as well as other business connections such as sales, suppliers and distributors. While it makes sense that B2B marketers spend more on content marketing, what’s surprising is that B2B marketers don’t dedicate a significantly larger portion of their budget to content marketing because they’ve historically used content marketing in the form of live events, white papers and articles.
This also makes sense because B2C marketing initiatives, regardless of size, still require some level of promotion and advertising. There are people at the other end of your marketing regardless of whether you’re a B2B or B2C business. Its has been proven, where  an overall strategy is developed, in which each tactic and action activity compliments the other, coherency of your messages and overall effectiveness of your marketing is greatly enhanced. This fits well with the mentality of Swanson’s site, which allows users to search for recipes based on ingredients, and it does what it needs to do simply before getting out of the way. There are few strategies quite as effective for growing your following than teaming up with or regularly giving press to another blogger or business. For example, when someone complained that she didn’t have any wedding products in her shop, she pretended to have added this gem of a card to her shop.
With a little recognition and validation, they’ll be a lot more likely to continue engaging and to retweet your work, which in turn will lead to more followers. Respond to (legitimate) tweets in a timely manner and in a way that keeps you close to your personal brand (i.e.
By knowing which platforms are best for each kind of content and promoting across platforms, Anh is consistently building and exchanging her following in all of the right places. Then mix up your Twitter feed with links to content hosted on other social sites to vary your fare and widen your reach.
Embrace your own way of saying things, riff of other tweets using your unique wit, be a goofball, tweet obsessively about the things you love. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook.
Some are long-term and some are just beginning, but they are what make us connect as human beings. People sometimes use social media platforms to push their content on others and forget it’s about relationship building. It is important for the small business owner to define what you need to do to achieve your vision in measurable and realistic terms. The best goals should encourage you to reach, but not so far as to involve unavailable resources or unrealistic expectations.

Setting goals that do not align themselves with your ultimate outcome will divert your attention from those that help you get where you want to go. Without having specific time frames associated with each goal, you most likely will not achieve them because the day to day interruptions will take over.
In marketing, you are better off selecting one to three of your most important goals and work towards achieving them.
In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page. This means that you have to be really creative and iterative—just like any small business does already.
Despite the five-percentage point difference, it’s a well established element of most marketing plans. In this next tier, B2B marketers use case studies and white papers while B2C marketers use mobile content and mobile apps.
Further, a significant portion of that time is on social media where interaction is expected. Underlying these findings is the fact that both B2B and B2C marketers need content marketing to feed their social media and search strategies. The E-Consultancy schematic below  illustrates the operating procedures and management processes required for successful Digital Marketing planning and its integration to existing marketing and business structures. Sometimes, in the rush to action, Digital Marketing Strategy can often be overlooked as businesses focus on the individual tactics of specific media channels such as SEO, PPC and Social Media Marketing. We can advise and help you every step of the way with your marketing planning and budget efficiency. Teaming up with someone else not only gives you great material for your Twitter feed (and who couldn’t use a little bit more meat to feed the social-content beast?) but it also exposes your work to a much wider audience.
Or how about a guest posting or how-to video series exchange throughout the month of January? Just like co-branding with another blogger, promoting across platforms will help you grow your following as followers discover just what manifestation of you they love the most. This is a great way to keep things fresh and to engage with your followers on the platforms they love best.
Just be you, as publicly and frequently as possible, and soon you’ll add many new followers to your ranks.
It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.
As far as I can tell, almost all the Tweets are being put out automatically by computers, not people. Having thousands of followers or likes shouldn’t be a measure, engagement is the key issue that we must care about more, without that everything we do will be dumped on the enormous digital landfill! New Media Channels and the five categories of marketing strategies that are available within each channel – advertising, direct marketing, events, public relations and word of mouth. It’s always better to take a step back, examine the goals of your business, and build a strategy that’s fully in service of those goals.
Give your followers not just information but actionable insights, and you’re sure to grow. And while not everyone in that audience will be primed to follow you, if you’ve done a good job of picking a partner whose interests parallel your own, you should gain a sizable chunk. That, of course, necessitates knowing what each platform is best for and taking advantage of the strengths each has to offer. These concepts are important in order to develop a plan that focuses you on what is important to help you succeed. Ideally, you should have only 2 or 3 goals that you want to work towards in a 3-6 month timeframe. Figure out what’s important to you to accomplish in the next 3 to 6 months and go for it.
It’s not like traditional broadcast media, and you are not likely to succeed if you treat it that way. B2B marketers need to reach decision makers, influencers and senior executives while B2C marketers need to reach consumers when they’re making their purchasing decisions.
Basically, reward your current followers with the gift of validation, and entice potential followers to follow you when you repost their content.

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