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.
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.