You are in a battle for attention. Figuring out the best way to capture attention in a jumble of information and entertainment is the great marketing challenge of the modern day.
But the answer is clear: conformity.
Relevancy is the killer app. Relevance generates attention.
I’ve said it before, and I’ll keep saying it: If you want your content to succeed, it has to be someone’s most loved blog, podcast, video, or haiku in the world.
And to be someone’s favorite, you need to be super-fit .
The trick is, as your audience grows, it can become harder to focus and so your relevance diminishes. We are constantly working on this at Convince & Convert. It is one of the very few online outposts that covers social media strategy, content marketing strategy, digital marketing strategy, word of mouth strategy and customer experience . That breadth is a plus (I hope), but it can also create related problems, as we’re not too focused on ONE element of digital marketing and CX.
That’s why it’s important that we do periodic surveys of our blog and email readers, to gauge what they REALLY want. We recently completed our 2018 update survey and I learned these 6 lessons:
Table of Contents
But First, the Winner!
Congratulations Lonna Whiting , who won our survey contest . Lonna is a veteran content creator, specializing in branding, customer and employee experience, corporate and internal communications, and social media strategy. She will join me at the CONEX event next August, in Toronto, with my money.
Lesson 1: Analytics can fool you
If you look at our website analytics, about 50% of our audience is in the US. Yet 76% of our survey respondents said their company’s headquarters are located in the United States, followed by EMEA at 9% and Canada at 8%. We consider survey respondents really our “core” audience, so it is interesting to see such a large gap in traffic geography between all visitors and visitors. core access.
Lesson 2: B2B and B2C can coexist
We don’t play favorites on this front, and I think the B2B versus B2C argument is often misplaced. Our audience here at C&C is a bit more likely to be B2B.
Lesson 3: Most marketing challenges apply to all sizes
Our audience works at both very large and very small companies, and everything in between.
35% of our survey respondents are in businesses with 10 or less team members. In contrast, 35% work in companies with more than 100 employees; and 27% are part of large organizations with 501 or more team members.
Lesson 4: Decision Makers Seeking Information
73% of our audience influence or make decisions within the company about software, conferences, etc. There is sometimes a story told about executives and managers that they don’t read and learn on their own; that they assign that task to subordinates. This data indicates otherwise.
Lesson 5: Old dog wants new tricks
One of the things I love about digital marketing is that it’s always changing. And that constant throughput requires constant learning. Our audience agrees and many of them are good performers in the industry! 79% have been in marketing for 6 years or more and a great thing (at least for me) 51% of our survey respondents have 11 or more years of experience.
Lesson 6: 2019 Marketing budgets are growing
Of our survey respondents, 54% say they expect marketing/sales/CX budgets to increase by 2019; and only 5% believe their budget will decrease next year.
Building on the lessons learned in this study, we will continue to make adjustments here at C&C, both in our editorial approach and in our media/funding services. We work with more than 25 companies to generate awareness and leads for their solutions, through our blogs, podcasts, webinars, videos, emails, etc.
In fact, this year we had a unique scenario where we actually sold out of inventory in the media. That being the case, we are in deep discussions with many MarTech and AdTech companies about 2019 programs. If we can help you with your needs, please let us know as soon as possible. Here are our 2019 opportunities. We are delighted to know you more.