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When you’re running a business or leading a team, it can be difficult to know where to focus your attention because everything feels important. That’s why making data-based decisions around where and how you spend your energy is important—it removes the guesswork. It creates clarity around where your time and energy will result in the biggest impact and generate the most value for your company.

In this blog, we’ll look at a few statistics and break down what we can take away from them so you can spend your precious time and energy where it counts the most.

  1. 54% of decision-makers say they spend more than one hour per week reading and reviewing thought-leadership content. (Edelman/LinkedIn 2021)

Creating content is time-consuming; thus, using data to help you make decisions around the most effective content to create is your best solution to optimizing your effort and time. This stat tells us that the people you care about the most (the decision makers behind who’s going to buy your product) are taking the time to read content that educates them. If you prioritize writing content, such as blogs, that focuses on educating people and solving their problems, you’re more likely to get your brand and organization in front of potential customers.

Thought leadership can sound scary, but you shouldn't be in business if you’re not confident in what you’re selling or teaching people. So remind yourself that you’re the expert and focus on sharing your hard-earned knowledge in a format designed to help people and solve their problems. It’s great for building relationships, SEO, and establishing your brand.

  1. Virtual events, webinars, and online courses ranked first in the B2B content that yielded the best results in 2021. (Content Marketing Institute)

Another powerful way to generate leads and build engagement is by offering long-form educational content. Online courses and webinars are two great options if you’re trying to maximize the value of your time since they can be designed to be evergreen content. Evergreen content is content that will be available indefinitely, creating a pipeline that can generate leads well into the future.

Consider how you can offer a course or a webinar that solves your customers' problems. Think ahead about where they’ll be in the buyer’s journey and consider how your content offer will meet their needs. Then you can design a follow-up strategy to capitalize on your now high-qualified marketing leads (or people who are more likely to buy your product because they are more educated about how it solves their problem).

  1. Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)

Email marketing is one of the top performing forms of marketing today. It’s a great way to maintain engagement with your contacts, gain helpful insight into your contact database using analytics, and move leads through the funnel.

But you shouldn’t email for the sake of emailing. As much as email can be a great tool for building relationships, it can also ruin relationships. Make sure your email content is relevant, useful, and timely. Over-sending emails can become a nuisance to your contacts and result in unsubscribes. It’s also critical to take the time to design and format your emails intentionally. Email design, like web design, will significantly impact whether your emails get read.

If you’re in doubt, ask the data

Time management and marketing go hand in hand. Make sure you’re paying attention to what’s working and what isn’t. Use defined metrics and goals to decipher what content generates the highest value for your business and make decisions around what you’ve learned.

It takes time to collect enough data to make these decisions, so stick with each activity for at least a few cycles so you can accumulate enough data to make qualified decisions – because data tells a much more accurate story than your gut does. Creating content and managing a brand online takes time and effort, so spending your time in the right place makes or breaks your success.


Content provided by Q4iNetwork and partners

Photo by milkos

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