Here’s a question for you: how can B2B marketers be so gung-ho about content marketing, but still seem so lukewarm on social media? Isn't social media the “marketing” in content marketing? Or is content marketing just about creating relevant and helpful content that you then blast to your email list, push via your website and hand off to the lead generation networks?
In my experience, B2B marketers still rely way too much on their in-house mailing list to turn content marketing into downloads, subscriptions and registrations. The result? Few, if any, “net new leads.”
Sure, lead scores go up for those in the database that engage with your content and that’s a good thing. I’m a big believer in lead nurturing and fresh, relevant content helps with that, but still … where are the net new leads?
You can solve the problem by going the paid media route. Online publications, lead generation networks and paid search need good offers to engage their audiences to generate leads for you. But it’s going to cost US$ 20 to US$ 100 per lead depending on the profile of your target audience. All is good if you have the marketing budget for paid media. But wasn’t “earned media” supposed to offer another way? What happened to leveraging social media to boost your content marketing results?
Here are 5 reasons why B2B marketers are failing to generate content marketing results with social media (and what you can do about it):
1. Low quality social media channels
Have you ever looked through your company’s Twitter, Facebook, Google+ and LinkedIn fans and followers? Maybe you’ve engaged lots of folks but don’t be shocked when you find that very few (less than 5%) will get your sales (or PR) team excited. It’s not your fault; it’s just that you’ve been focused on growing the size, not the quality, of your social audience. No wonder you’re not generating clicks or downloads from your social channels! How can you when few if any are qualified prospects?
How to fix? Focus on quality not quantity when it comes to your social channels.
2. Not producing enough content
If you generate quality content on a consistent basis, the SEO and social sharing benefits start kicking in big time. No question there. That’s why your blog should be the hub of your social media strategy. But anyone that’s tried to keep the company blog afloat already knows it’s really hard to do. Not to mention you’ve got all the other marketing work to do. Is the solution to round up executives and employees as content contributors? Good luck with that …