David Maguire, Radix Communications
David Maguire, Creative Director at Radix Communications, Trainer for B2B Marketing, and all-round copywriting guru, used his platform at Ignite London 2020 to take a critical look at marketing content.
According to research from Radix Communications, 68% of B2B marketers are not proud of their content, with only 32% proud of even half of the content they create.
The problem, according to David, is not that B2B marketers are short of ideas, skills, will, ability or knowledge; the problem is that they are in a constant battle with their own organisation.
Unfortunately, but perhaps unsurprisingly, 81% of respondents said that they need to 'fight hard' to produce good content.
In his session, David detailed all of the reasons for why that is in detail, and spoke about some possible solutions to the six most common content challenges faced by B2B marketers. In order of importance, David listed these challenges as follows:
Changing priorities and unclear briefs
Stakeholder interference
Lack of budget or resources
Too much work, not enough time
Lack of cooperation from other departments
Poor access to customers
Clearly, there needs to be a rethink across the board regarding how we approach our content.
Top discussion points of David's session:
Six content obstacles shared by B2B marketers worldwide.
Clear evidence about the business impact of these issues, to share with stakeholders.
Successful approaches based on real practice and years of workshop interaction.
Tips from leading client-side and agency marketers, to help you overcome each issue.
Nick Mason, Turtl
Nick Mason, CEO and founder of Turtl - the very platform you find yourself on now - used his session to discuss the importance of personalisation in B2B marketing, and the common pitfalls that marketers fall into.
Nick started by discussing the capacity of the human brain to store and process data. We might think that the human brain is akin to a form of supercomputer, with all of the endless calculations going on inside of it. However, as Nick points out, its capacity for storing and processing data is incredibly limited.
The answer is that our brains filter out unnecessary data, and focus on the relevant stuff. Therefore, personalisation - not just content - is king
By implementing personalisation, you can cut through the noise and truly stand out. Ultimately, this is a more efficient and cost-effective way of sharing your content.