THE myth of Hope Marketing: we release
Dec 19, 2023 17:17:42 GMT 10
Post by account_disabled on Dec 19, 2023 17:17:42 GMT 10
There is no other word) content, which we push through all possible channels, hoping that it will reach targets and that these targets will in fact have an irrepressible desire from calling the sales department to simply reading / viewing / hearing the content. Content, previously magically viralized by social networks or automatically referenced on the 1st page of Google. We must not forget that, from 1 personal profile on LinkedIn, the content is propagated by an algorithm which interacts based on interactions and we are therefore absolutely not sure of reaching our target. Unlike a company page where you can better control the distribution, even if only with defined audiences. in SEO, only 5.7% of content is referenced on the 1st page in 12 months even if only for one keyword.
More than 90% of pages are never referenced even on 1 keyword. Finally, Sylvie ends this Email Data first round with a somewhat different point of view. It evokes the lack of empathy or listening and even evokes the internal case of very self-centered content which (logically enough) had no results. B2B content is not having the expected results, is it because there is too much of it? I do not think so. The facts are there, undeniable, but I do not think that this is the main reason for the lack of results. Everything that was said by the 4 speakers is correct, but in relation to the theme of the round table, I do not think that too much content produced is the main reason why the results are not there. -YOU.
What I see, I have been in digital since 2001 and it has been my main activity since 2009, is that the lack of results from BtoB content (but it is also true in BtoC) is essentially linked to a lack of customer knowledge. Many marketers (but also CEOs), very marked by offline, studies, surveys, field feedback, their number of years of experience in their industry think they know their customers, their needs, their expectations. Offline, IRL (In Real Life), AFK (Away From Keyboard), maybe. I have no information and above all no legitimacy to comment on the subject. On the other hand, online is a different story. The observation I make, based on the prospects I meet or the participants in my interventions, is that many decision-makers have illusions about the understanding they have of the needs and expectations of their targets.
More than 90% of pages are never referenced even on 1 keyword. Finally, Sylvie ends this Email Data first round with a somewhat different point of view. It evokes the lack of empathy or listening and even evokes the internal case of very self-centered content which (logically enough) had no results. B2B content is not having the expected results, is it because there is too much of it? I do not think so. The facts are there, undeniable, but I do not think that this is the main reason for the lack of results. Everything that was said by the 4 speakers is correct, but in relation to the theme of the round table, I do not think that too much content produced is the main reason why the results are not there. -YOU.
What I see, I have been in digital since 2001 and it has been my main activity since 2009, is that the lack of results from BtoB content (but it is also true in BtoC) is essentially linked to a lack of customer knowledge. Many marketers (but also CEOs), very marked by offline, studies, surveys, field feedback, their number of years of experience in their industry think they know their customers, their needs, their expectations. Offline, IRL (In Real Life), AFK (Away From Keyboard), maybe. I have no information and above all no legitimacy to comment on the subject. On the other hand, online is a different story. The observation I make, based on the prospects I meet or the participants in my interventions, is that many decision-makers have illusions about the understanding they have of the needs and expectations of their targets.