Cut your marketing budget.
Fire your content agency.
Cancel the freelance agreement.
Shift the focus to paid media.
These are dialogs happening at board rooms around the globe right now.
We’re in the thick of global chaos in marketing.
We see layoffs happening left and right in tech and interest rates shooting through the roofs. We see companies once valued at $10M being sold for hundreds of thousands. And we are well on our way to more pain in the months to come.
Holy Doom & Gloom Batman.
That’s probably what you’re thinking reading those words and for good reason.
It’s a pessimistic take but it’s the reality right now. But the reality today shouldn’t dictate your approach to the next few months. It should play a key role in your decision making but it shouldn’t stop you from executing and working in a way that drives meaningful results for your business that can last for years to come.
Over the last few months, everyone has been talking about ChatGPT and the various AI tools on the market helping creators be more effective, efficient and productive in their work. The raving reviews that people are giving these technologies are well deserved as they will fundamentally change hundreds of thousands of businesses and industries in the years to come. A few people will disagree with that statement. But those people are wrong.
The technology is going to change everything.
But that’s not what I’m here to write about today. Today, I want to talk about the possibilities that exist for B2B brands to unlock new levels of growth on the back of high velocity and high volume content. The idea behind high velocity content production is pretty straightforward:
Create a lot of content in a short period of time.
As a result of creating high velocity content, Search Engines will be aware of the assets you’re producing and begin to understand the web in which your creating around key topics. The strategy doesn’t work if you’re just producing content for the sake of creating content. You have to create content that is relevant and directly related to your audiences buyers journey and the types of content that they’re looking for at each stage in the journey.
I want to talk about a recent study we did.
When we created the 2023 BRICK report – we analyzed the total number of blog posts being published by the top SaaS & B2B brands in the world and cross referenced it against the estimated organic traffic these blogs were generating. Our study showed a pretty ground breaking insight around content that all marketers have known for some time but maybe have overlooked because this demonstrates a very difficult opportunity.
Here’s the findings:
More blog posts = more traffic.
That’s it.
That’s the research.
If you produce more than 100 blog posts per year for your company (in B2B); you are more likely to generate double the amount of traffic than a brand that publishes less than 50 blog posts per year. The total volume of traffic is significant and the writing is on the wall for what this means for B2B brands and businesses creating content.
You should be thinking about how to produce more assets.
You should be thinking about workflows for creating more content.
We cover this and more in the entire BRICK report where we analyzed hundreds of SaaS & B2B tech companies to understand what works to create a competitive advantage in marketing.
Download The Report Here
The truth is:
Even amidst a recession, downturn, chaotic mess that is the world – You should continue to invest in content. The opportunities that are presented to marketers on the back of content have never been more clear when you see data like this and the increasing cost for PPC.
The brands who have been investing in content marketing over the last 10 years have thrived because they have developed content engines that drive results. These organizations have built what we call a content moat that is difficult to overcome when a competitor is trying to compete.
Here’s a snapshot of some of the most successful content moats in business today:
All of these brands have invested in creating content that helps their audience and ranks for high value keywords. The rate in which these companies produced the content varies from one brand to the next but the volume levels remain the same – tons of content.
In a world where high volume, high velocity wins – it’s becoming increasingly clear that the smartest B2B brands on the market are going to be investing in new content. It’s through these assets that they will be able to generate more traffic and in turn – drive more conversions and sales. The one mistake that a lot of brands make that shouldn’t be overlooked amidst all of this is the number of live links that these companies also have. Whether it’s a normal URL, Edu link or Gov link – the most successful content moats are equipped with great content and links.
A strategy that combines both of these things is a strategy that drives lasting results.
This is why we always say brands need to start thinking more holistically about their content engines. From start to finish, top to bottom – the best content marketing engines today are those that are rooted not only in a high velocity level of content production but also in running a distribution engine that provides them with high value links, shares and engagement.
