What Is Separating Successful Marketers From Unsuccessful Marketers In 2018?

According to Skyward, the role of content marketing is evolving and will continue to do so throughout 2018.  In an extensive study, Skyward followed over 1,000 content marketers over the course of an entire year to get a better understanding of what role Content Marketing is playing in their tactical plans.  What is unique about this study is how they focused on what they called visionaries and leaders in the marketplace in an effort to see what sets them apart.

Using FIVE distinct categories (Visionary, Leader, Expert, Novice, and Bystander) to classify these 1,000+ professionals, they noted some of the biggest takeaways for generating engagement success.

1. 85% of Visionaries and Leaders make Content Marketing the CORE of their marketing plan.

This is especially important in this industry.  It’s true that, in the water market, there has been a pretty substantial shift from the traditional display advertising of the 20^th century to the more modern content driven approach over the past 5 years.  However, we still have a long way to go to make content the core component of the marketing plan.  Display advertising still has its place in your overall plan but more as an ancillary piece to your core content initiatives.  For most water and wastewater manufacturers, phase one of planning is budgeting.  Many budgets in 2018 are simple edited versions of what the budget amount was the year prior… and that was an edited version of the year before that… and so on.  Many marketing budgets are still routed in the “How many ads can we buy with this?” mentality from as far back as 30 years ago.  Start over and understand that content marketing as the core piece doesn’t have to be exhaustive in terms of financial resources.  In fact studies (which I’m happy to share) show that content marketing and brand publishing are MUCH more efficient (more bang for your buck) practices than more traditional and outdated options.

2. 98% of Visionaries and Leaders use a content or editorial calendar.

It’s tough to stay true to any goal without a plan.  Marketing is no different.   If specific campaigns arise throughout the year that need some support, that’s fine as the occasional “going off script” improvisation is perfectly acceptable.  BUT, your core plan needs to be mapped out ahead of time.  Take the time to observe and listen to the market before planning out how to connect with those important players within it.  Without planning, the potential to simply spin your wheels becomes increasingly likely. 

3. Traffic and Engagement Metrics are the most used methods for measuring content marketing success. Sales attribution was only 27%.

Direct buy from a single piece of content is not a common outcome, especially in a market where solutions are historically sold and not bought.  If executed properly, it is possible to follow the trail of nurture-based activity from the initial point of contact all the way through to the point of sale.  What touch points along the way led them to the next touch point?  It’s about connecting the dots and connecting with your customers on their level and in their comfort zone.