You have to take the long view with content marketing, allowing time for your strategy to develop, your brand to build authority, and your sales cycle to play out.
When you undertake a new content marketing program, you’re making a big investment. So it makes sense that you want to start seeing immediate results. But it’s important to understand from the get-go that content marketing doesn’t really work like that. Yes, you’ll start seeing incremental results within the first few months. But what we tell our clients is that things aren’t really going to start cooking with gas until the 12-18 month mark.
I’ve written before about why you shouldn’t give up on content marketing after a short period of time. While you’ll probably see growth in web traffic, improved social reach, and generally better engagement metrics like time on page, you’re not likely to see new leads or sales to speak of in the first few months after instituting a content marketing strategy.
And that can be hugely frustrating. But the key is understanding that content marketing isn’t a gimmick, and it’s not a short-term strategy. It’s a long-term solution that, if allowed to germinate and grow for the long haul, helps you build brand awareness, grow your audience, and generate new leads and sales. When it comes to content marketing, your goal is to be the tortoise, not the hare.
First off, content marketing isn’t a one-size-fits-all solution. You need to develop a strategy that works for your business, and that doesn’t happen overnight. When we first engage with a client at Fronetics, we generally take 30-45 days to do an in-depth dive into the company’s data to develop a custom strategy that aligns with the client’s specific business goals. It feels exhaustive at times, but it always ends up paying off.
[bctt tweet=”According to the Content Marketing Institute, 11% of companies without a documented content marketing strategy find their efforts successful, compared to 60% of companies with a strategy in place. ” username=”Fronetics”]
Keep in mind that only 11% of companies without a documented content marketing strategy find their efforts successful, compared to 60% of companies with a strategy in place. And that number rises to 86% when the company designates someone to lead the strategy.
The bottom line? Skipping this step to rush to results will pretty much ensure that your efforts won’t be worth it.
Building trust
In addition to the time it takes to develop a strategy, becoming an authority — and earning the trust and loyalty of your audience — takes time. Your goal is to be a consistent source of information and value, building your brand as an expert in the area.
It goes without saying that this doesn’t happen overnight. But it’s extremely well worth the effort and the patience. Remember that the average B2B buyer consumes between two and five pieces of content before making a purchase decision. If you can position your business as the premier expert on the subject by having the best, most informative, most helpful content available, you’ll have a leg up in the buyer’s decision.
Let the sales cycle play out
Once your strategy is documented and in place, and you begin to create and curate consistent, well-researched, high-quality content, there’s also the process of letting your sales cycle run its course. You need to allow your target audience time to find you and complete thorough research about you and your competitors before making a decision.
After all, content marketing can’t shorten your sales cycle. But lead nurturing with content can keep moving your prospects down the sales funnel. And content can help your sales team close deals. But you can’t expect a buyer to read your first blog post today and make a big purchase tomorrow. That’s just not realistic.
I cannot urge you enough: Don’t give up on content marketing before you give it time work. Hang in there long enough for your initial investment to pay off, and don’t be afraid to adjust your strategy along the way. If you stick with content marketing, it will generate those leads and sales you’re looking for.
“If you think that the internet has changed your life, think again. The Internet of Things (IoT) is about to change it all over again!”
This famous quote from co-founder of Aria Systems, Brendan O’Brien, sums up the significant role that the Internet of Things is playing now, and also its unlimited potential in the near future. The technology can be defined as the networked connection of physical objects.
[bctt tweet=”More than 1.2 trillion items on earth now have the potential to join the IoT network, but less than one percent of them are connected to the internet.” username=”Fronetics”]
Since 2014, Internet of Things is no longer a new term for most companies. However, this is just the beginning of the IoT revolution. More than 1.2 trillion items on earth now have the potential to join the IoT network, but less than one percent of them are connected to the internet.
And if we look at estimated worldwide spending on IoT through 2020, manufacturing, logistics and utilities are the industries that will spend the most money on this technology. This is partially due to their reliance on supply chain management. In addition, their supply chain networks are usually much more complex then companies from other industries.
The real value of Internet of Things is the data captured during the process, instead of the devices themselves. Nowadays customers are expecting higher quality products delivered in the shortest amount of time. That trend requires companies to have a more efficient supply chain in order to fulfill the demand. Brand matters less as it did a decade ago.
How to move products from the factory to consumers’ hands more efficiently becomes the new challenge for all players across all industries. Meanwhile, saving cost, adding asset velocity through enhanced transparency, as well as visibility are also the potential benefits by embracing the Internet of Things.
There are a number of IoT practices in supply chain:
Operational efficiency
Warehouses always play a vital role in a supply chain. It is also an area where IoT technology shows its magic by providing competitive advantages through data acquired from sensor networks. And generally, it can be improved from four aspects:
Manufacturing maintenance – Sensors and robots linked to the internet increase up-times, reduce operational costs, and improve overall service quality. By visualizing and collecting data — such as temperature and equipment malfunction — managers are able to see and control operations on the floor in a real-time manner. Data collected in the IoT process can also be used in setting alerts for predictive maintenance. It works like HP Instant Ink, which will automatically order new ink when you the printer is about to run out of the old one.
Inventory forecasting – As Vice President of IT at DHL Supply Chain Javier Esplugas said: managers no longer have to wait for weeks or months to get a report to have an understanding what happened during the last quarter. Instead, managers can make decisions on things that are happening now. Even companies using a 3PL can closely monitor the distribution centers and warehouses so that they can avoid prolonged cycle times and receive warnings in advance.
Asset tracking – In a warehouse, scales and visual sensors can alert workers about fulfillment needs. The IoT also reduces human error for inbound and outbound records, requiring less human capital for one warehouse.
Freight transportation – Logistics also holds a great potential for IoT networks. Today, sensors can track and monitor a container in a freighter in the middle of the sea or on a cargo flight. In the future, IoT will also be used to provide a more secure freight transportation environment. In 2016, around $3.7 million worth of consumable goods was stolen in cargo thefts in the U.S. The number of incidents reported in 2016 was 692. Through IoT technology, owners will have access to real-time information on the movement of goods.
A more thorough example would come from DHL. This global company actively involves IoT in different stages of its logistics process.
The journey of a package at DHL starts at the time it’s received by a carrier. By scanning the bar code or QR code on the package, it is formally recorded in the company’s system.
When the package arrives at the warehouse, basic information such as height, weight, and goods type will be collected as it enters the gate, providing accurate inventory control for workers. Sensors in the facility will be constantly monitoring the condition, as well as location of the items, giving workers a visual graph on the computer. When the package leaves the warehouse or sorting center, sensors built in the gate will collect information again for outbound items. Cameras attached to the gateways could also be used for damage detection.
Due to the fact that DHL has been focusing on global logistics, its activities always include freight transportation. To reduce the inventory delays as well as the cost of stolen goods, DHL expects to set up location and condition monitoring through IoT. Ultimately, transport visibility and security functions will be enhanced.
What’s more, DHL’s Supply Chain segment is developing a software that gives clients a way to manage global supply chain risk by providing alternatives. The tool can find other optimized solutions by leveraging data collected from connected objectives.
Last-mile delivery
It makes a lot of sense to introduce IoT to warehouse management or freight transportation. However, for last-mile delivery, it can be a very different story. This final part is highly dependent on labor.
Carriers use data collected from vehicles for road condition in order to optimize the route. Before delivery, they would send notification to the end-customer, who has the choice to either accept the scheduled delivery time or re-schedule the delivery.
The future
By the year of 2020, the number of devices connected to the IoT will be over 50 billion. But that’s still just 3 percent of the number of all things on earth.
JDA’s Intelligent Manufacturing Survey discovered that 57 percent of manufacturers were going to incorporate IoT into their digital supply chain strategy. However, according to an Accenture report, up until the beginning of 2017, 88 percent of manufacturing executives were not prepared to adopt the technology. This is going to benefit companies that are willing to be the first movers and create barriers for the rest to catch up.
So, is your company ready for the digital revolution?
About the author
Xiaoxue Liu, originally from China, is a current MBA student at University of New Hampshire, with a huge interest in supply chain digitalization.
While information-heavy companies employ entire teams dedicated to cyberattacks, American factories have quietly been growing more and more susceptible.
It’s been eight years since the widely publicized Stuxnet virus was released to wreak havoc on its unsuspecting victims. Are we in a better place now to deal with a highly sophisticated next-generation Stuxnet-style attack?
[bctt tweet=”Information heavy companies have entire teams dedicated to cyber defense, while American factories have been left more and more susceptible.” username=”Fronetics”]
Ransomware attacks, in which hackers use malware to encrypt data, systems, or networks until a ransom is paid, are alarmingly common. According to a recent report from Radware, 42% of global companies have dealt with this kind of attack. That number has been steadily rising. The number of companies reporting financially motivated attacks has doubled in the last two years.
And there’s a bit more: The Wall Street Journal recently reported on what they call a new type of cyberattack that targets factory safety systems. Hackers who attacked a petrochemical plant in Saudi Arabia last year specifically focused on a safety shut-off system.
Is the WSJ right? Is this a new trend? Will hackers begin targeting control-system computers that manage American factory floors, chemical plants, and utilities on a more regular basis? Maybe.
There are plenty of theories that even the most crippling ransomware attacks like Petya and WannaCry are, at their core, motivated by something other than money, namely sheer pleasure in chaos and disruption. The potential damage to factory production and safety systems is growing. Now is the time to wake up and pay attention.
Factories Growing More Susceptible
Factories and manufacturers are at a heightened risk for a few coinciding reasons.
The complexity of our supply chains is a liability. With parts and materials from diverse and sometimes changing sources, as well as networks that can span all phases of production, our supply chains are large and constantly adapting and, because of this, extremely vulnerable.
The intensity of the manufacturing schedule raises a second issue. Many manufacturing facilities run around the clock, and halting factory production for testing is often cumbersome and costly.
The third reason is, of course, the byproduct of a manufacturing sector that has become steadily more data-driven and dependent on information technology. As manufacturing has steadily merged with technology to create the Industrial Internet of Things, we too have unknowingly created a space in which hackers see the potential for massive amounts of under-protected data, equipment, networks, and intellectual property.
How Can We Prepare
We’ve all heard the mantra, “The first step to solving any problem is admitting you have one.” A core concern has been the manufacturing sector’s inability or unwillingness to face this growing threat.
A report summary issued through a joint venture between MForesight and the Computing Community Consortium warned, “There’s a widespread failure to reckon with the risks.” The report recognizes that solving the issue will be long-term and complicated, but offers a few suggestions, including wide-reaching efforts to increase awareness, collaboration with trusted third-party partners, and cybersecurity research and development.
In the shorter term, maybe this can help. Last year the National Institute of Standards and Technology (NIST) released a Cybersecurity Framework Manufacturing Profile that provides a roadmap to managing cybersecurity and reducing risk to your manufacturing systems.
But I think Sridhar Kota, professor of engineering at the University of Michigan, hit the nail on the head in his article entitled A Plan for Defending U.S. Manufacturers from Cyberattacks, when he wrote: “Cybersecurity needs to become a deeply ingrained part of every manufacturing company’s culture — embedded in management decisions, workforce training, and investment calculations.”
The risks to manufacturers are growing from all-too-common ransomware attacks to sophisticated Stuxnet-style assaults targeting our safety systems. Its’s time that we in the manufacturing sector think of cybersecurity, and cyber defense, in absolutely every decision we make. To do otherwise is reckless.
If you’re hoping to generate more leads on your website, you’re going to have to develop a holistic content strategy and create many strong calls-to-action.
You may have read part one of this mini-series about the importance of having a solid website if you’re going to invest in content marketing. Essentially, there’s no point in pouring a bunch of time, money, and resources into a robust content marketing program if the website that you’re driving traffic to stinks.
Be thoughtful about the role your website plays in the lead-generation process. It’s a really important piece of the puzzle that companies often overlook.
Consistently producing quality content and distributing it through various channels, like social media, will help attract your target audience to your website. But unless you provide them with a good user experience while they’re there — and give them plenty of opportunity to opt in to learn more about your business — you’re not going to move them down the sales funnel. And you’re not going to generate more leads on your website.
So how do you ensure your website is a lead-generating machine? Here’s what I know.
5 tips to generate more leads on your website
1) Create a holistic content strategy.
I can’t overstate the importance of creating a content marketing strategy, documenting it, and then designating someone to lead it if you want your content marketing to be successful. As part of that strategy, you should outline the role your website will play in assisting the conversion of leads.
Ask yourself these questions:
Do different pages of my website suit prospects at different stages of the buyer’s journey?
Where do I want traffic to go from each page (so prospects move further down the funnel)?
What calls-to-action can I add to each page to assist them in that move?
Which pages are ripe for lead conversion, and which are better for providing information?
If you’re using the topic cluster model (which you should be!), where are my pillar pages and corresponding topic cluster pages?
Also, make sure your messaging is consistent across your website and your regularly published content (like blog posts).
2) Think about the user and how s/he experiences your site.
Hopefully in creating a holistic content strategy that includes your website, you’re thinking primarily about how the user will be interacting with your site and each page. That means organizing pages in a way that makes sense for the prospective customer, rather than internal politics.
That sounds easy, but I have helped many organizations for whom this is incredibly challenging. Often, one department (or person) feels strongly that something very important to them deserves real estate on the homepage or in the main navigation. But, if it’s not something that is meaningful to a prospective customer, you’d best not cave. Doing some usability testing with prospects is a good way to collect data to support your reasoning.
Also to consider: think about the language your buyers are comfortable with, and avoid any overly jargony or technical wording. Make sure to lay things out in a way that is approachable for them. And aim to provide the information they seek, rather than trying to sell them at every step.
3) Publish original, quality content.
Along those same lines, the best way to convince today’s B2B buyer to choose you as a vendor is to win them over with your content. Content marketing is all about positioning yourself as an expert in the industry, after all, the business that knows the most about your product/service.
Instead of promoting your business on every page, use each as an opportunity to showcase your expertise. Create resources that will help buyers better understand how to solve their pain points. And make sure everything you publish is well-written, offers value to prospects, and is completely original. You want people to want to read what you have to say.
Consider incorporating various content formats to cater to different learning preferences:
In-depth blog posts and articles
Infographics for visual learners
Short video tutorials or explainers
Podcasts for those who prefer audio content
4) Strategically place strong, visible calls-to-action.
I’ve hinted at this one already, but it bears further explanation. Make sure your website is full of calls-to-action, or buttons/links/forms that ask visitors to do something further. After all, how do you expect someone to take an action (like providing their email address) if you don’t ask them to do it?
You can generate more leads on your website by asking visitors to become leads more often.
Make sure these calls-to-action stand out on the page so that visitors’ eyes naturally go there. Be very clear about what you’re asking for and/or what the user will get in return when they complete the action. And, again, be strategic about what you’re asking people to do on which page. You won’t have much luck, for example, asking visitors to call a sales rep on a page that is designed to assist them with initial information-gathering.
Pro tip: Use A/B testing to optimize your CTAs. Try different colors, copy, and placements to see what resonates best with your audience.
5) Offer value with your calls-to-action.
Sometimes it might take a little convincing to get visitors to provide their contact information. The best way to persuade them? Give them something they want in exchange.
We call this high-value content. Examples might include:
Case studies
White papers/industry reports
Webinars
Tutorials or how-tos
Demonstrations
Sneak peaks or previews
Guides or ebooks
Podcasts
Ask visitors to download your high-value content by completing a form, which asks for their email address. Set up your marketing automation to email the content to them, then send a series of lead-nurturing emails following up at strategic intervals to keep them moving down the sales funnel.
If you want to generate more leads on your website, follow these five steps. Above all, just be thoughtful about the role your website plays in the lead-generation process. It’s a really important piece of the puzzle that companies often overlook.
Millennial talent seeks employment opportunities with companies that promote transparency, technology, excellence, and social change.
We write often about the supply chain talent gap and how supply chain companies should be proactively recruiting millennials to join their companies. So a recent Harvard Business Review article, which talks about how companies that “young people find dull” (like electrical distributors and manufacturers) can make their businesses seem “cool,” seemed particularly relevant.
While we adamantly disagree that the supply chain isn’t cool, we do think it’s important that logistics and supply chain companies think strategically about recruiting millennial talent.
Millennial talent and the vision thing
According to a new study by strategy firm Department26, “Transparency is the millennial standard operating procedure in the workplace.” Honesty and security are top of mind for this generation that came of age just as the country plunged into The Great Recession.
[bctt tweet=”Beer kegs and ping pong are nice, but millennials are more impressed with leadership that sets goals and delivers on them. ” username=”Fronetics”]
Beer kegs and ping pong are nice, but millennials are more impressed with leadership that sets goals and delivers on them. They want to know how their role contributes to the organization’s success, and they want to know the effort they’re putting into a job is worth it.
“Setting them up for success means regular check-ins, both positive and constructive feedback as a rule, and structured mentorship,” write the authors of the Department26 study.
People say millennial talent doesn’t work for money, and it’s true that they’re not motivated by salary alone. Younger employees want meaningful work that enhances their personal growth.
They also want flexible work rules that show an employer respects and trusts them. Sharing details of your strategic plan or examples of how your HR policies reward personal initiative can help millennial talent see your “boring” business in a new way.
“The thought of not being granted flexibility in exchange for hitting performance metrics is absurd to millennials, and it’s a concept that’s diametrically opposed to the freedom they crave,” the study concludes.
Talk tech
Logistics or trucking can sound dull to the iPhone generation — until you paint a picture of forward momentum and innovation that might surprise them.
Automation, robotics, autonomous vehicles, blockchain, drones and the Internet of Things (IoT) are reshaping the industry. Companies like Amazon, Pfizer and Wal-Mart are experimenting with new technologies to reduce costs, boost productivity, and improve handling performance.
“Wearable technology could soon become a standard must-have in the logistics industry,” according to a recent story in The Business Journals. “As these technologies continue to carve out their role in the global logistics industry, we’re likely to see previously unimagined levels of optimization — from manufacturing to warehousing to delivery.”
Find ways to change hearts and minds by exposing young people to the realities of today’s supply chain. If they think it’s boring, it’s because they really don’t know what it is.
Be the best damn supply chain company anywhere
People want to work for “the best” — the most innovative, the most profitable, or the most admired brand — in every industry. Workers are proud to say they work for a company recognized as being the best at what it does because it says they’re the best, too.
Even millennial talent that has never thought about a career in logistics might reconsider if they’re being recruited by an industry leader.
Celebrate excellence at your company. Promote the awards you’ve won. Share customer testimonials, positive media coverage, and community recognition with prospective recruits.
It also helps to do well by doing good. This is a generation that trusts business, not government, to create positive social change. “Millennials are hungry for a work culture that inspires them. At a macro level, companies should communicate clear plans that reflect their core values,” says Department26.
HBR author Bill Taylor summarizes these sentiments well: “What [millennials] value is the chance to join companies that make a difference and where the work brings out the best in them.”
Content marketing is a long-term solution. Here’s why it takes so long to see results.
You are committed to your content marketing program. You’ve created blog posts, uploaded videos, and collaborated with industry leaders. You may have started noticing an increase in web traffic, social reach, and other engagement metrics like time on page. You’re on the right track!
The problem is your lack of leads or sales. Your boss is pressuring you for results, and you’re starting to question your efforts. Are you doing something wrong?
The answer is NO.
In fact, you’re doing everything right. Now you need to give your investment time to deliver on your return. But I know you’re asking, “Why does content marketing take so dang long to work?”
[bctt tweet=”Content marketing is a long-term solution that helps businesses build brand awareness, grow their audience, and generate new leads and sales. ” username=”Fronetics”]
Content marketing is a long-term solution that helps businesses build brand awareness, grow their audience, and generate new leads and sales. But it takes time and effort to achieve results. You don’t want to give up before you see the fruits of your labors.
Just how long will it take for your content marketing strategy to yield results? Well, that really depends on your business and your goals, but you can count on at least six months. Content marketers Neil Patel and Carol Ann Tan both write that content marketing strategies take at least six to nine months to start seeing results.
But that doesn’t mean you should throw in the towel. Here are 4 reasons content marketing doesn’t show results overnight but is still well worth your time and investment.
Video: 4 reasons why it’s NOT time to give up on content marketing
Please don’t give up on content marketing before it’s had time to play out. We understand you want to see the fruits of your labor. But if you pull the plug too early, you’ll lose out on your initial investment, not to mention the leads and sales that are eventually coming your way.
