AMPERAGE Marketing & Fundraising

One-Minute MarketerContent Is King and the Currency of Marketing

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digital content strategy graphic showing that content is king

Content Is King and the Currency of Marketing

Are you testing your content? According to a Chief Marketer study, 68% of B2B marketers are testing the personalization of content. Testing content is hard enough, but knowing more than half of B2B marketers are testing content personalization is mind-blowing. Flat line design word content concept of content digital marketing

Many B2B manufacturers are struggling with the conversion from a distributor model to a direct-to-purchaser model, let alone testing content effectiveness. Of the areas indicated by the study, B2B marketers are testing:

  • Type of Content Engaged 66%
  • Job Function/Title 53%
  • Size of Business 39%
  • Channel 34%
  • Type of Product/Price Point 30%

Facebook is a great distributor of content. But it can be a rather “elusive” platform for businesses, according to AdWeek. The social media company, Ignite, studies more than 18,000 content posts from 30 different brands and found that video is the best content, but not for generating likes, comments or shares. They also found that if you want to reach more than 2.5% of fans, you need to invest in paid promotion.

Here’s some of Ignites findings:

  • It takes an average of 191 impressions to generate 1 engagement
  • Video was the biggest organic reach driver for service industry brands
  • Photo posts generated the most likes

Content and the personalization of content by businesses and organizations is the best way to reach audiences through social media channels. The problem is that the reach is low — from .6% of fans to a high of 3.5% throughout the year. As we personalize the content, test the results and invest in the promotion, the reach will increase and the effectiveness will make content the currency of the future for marketing.

 

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.

After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.

He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”

Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”

One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.

Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.

Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.