Are You Confident in Your Content Marketing? (New Study Suggests You’re Not)

cover image of CMI study

Here’s a fact about content marketing that’s actually shocking.

The 2014 benchmarks, budgets, and trends study by Content Marketing Institute and MarketingProfs (sponsored by our own New Rainmaker) is out, and it includes a number of surprising findings.

Most notable is this: There remains a wide gap between the number of small business B2B marketers using content marketing (almost all of them) and those who believe their content marketing efforts are effective (less than half of them).

That’s right — 55% of small business B2B marketers using content marketing believe that their efforts are, at best, having zero impact. Something is clearly missing.

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The Amazing Copywriting Machine

Bill was a struggling copywriter with a big idea.

He’d spend hours and days laboring over headlines, landing pages, ads, and emails for his few clients, but the results of his work were often not worthy of comment.

He’d had enough.

One warm Friday night, he decided he would build a machine — a copywriting machine — that could be fed raw data on one end, and would spit out highly converting copy on the other.

If he got it right, the business world would beat a path to his desk.

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How to Write Copy Like Google

Image of Google Logo on a Wall

Have you ever wondered who writes copy for Google … who puts together the words on the landing pages or in the video scripts for products like Gmail, Google+, Analytics, or Nexus?

Of course you don’t (unless you’re a copywriter). Because it doesn’t matter. You just want the product.

Now.

But why is that? Why does it seem that Google’s copy is so good, that their products are so hard to resist?

Well, it’s less about the writer — and all about the audience. Or, to be clear, what their writers know about the audience.

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How to Write Interesting Content for a “Boring” Topic

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If you’re lamenting how “boring” the niche you’re writing in is, take heart … I’m here to tell that you can make it interesting to the right audience.

The secret to making so-called boring source material work is almost shocking in its simplicity.

It’s not necessarily about conducting market research, writing style, creating expensive infographics, or the having the right connections.

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How to Know if You’re Entering a Viable Niche

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When western companies first visited a deregulated India, they were licking their fingers in anticipation.

India was a country of just under one billion people at the time, and businessmen were seeing dollar signs everywhere they looked.

But, numbers alone don’t make sales.

Many companies burned themselves trying to get off the ground, because the vast majority of people simply couldn’t or wouldn’t buy their products.

They learned — after a lot of trial and error — that sheer numbers aren’t everything.

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How to Determine the Potential Size of Your Content Marketing Opportunity

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In my last Copyblogger article, I talked about how to build an agile content marketing team. This time around, I’m going to focus on how to determine the potential size and reach of your content marketing opportunity.

One way to accomplish this is to see if readers are already displaying a passion for your space. Are they looking for the type of content you’re producing, or want to produce? Are they sharing it? If you create the right content, is there evidence that they would be willing to do so?

Don’t leap to early conclusions just because you think your space is not sexy.

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