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As we all rush to the finish line of 2021, it feels like we are in a last chance power drive, and we’re running till we drop. Let’s give this epic song by the Boss a listen as we see what the experts are saying this week…

Which channels will your prospects run to in 2022?

According to HubSpot, too often we forget that content marketing consists of two separate words – content and marketing. Creating content is usually the most fulfilling and enjoyable part of a marketer’s job but distributing that content is just as important. If no one sees your content, they won’t (can’t) engage!

This is why it’s important to understand marketing channels and which ones you should use to leverage your content marketing goals. In short, marketing channels are the different tools and platforms you use to communicate with your target audience. So while the decision to use specific channels should come from audience insights, it’s essential to understand the values of different channels.

Here are HubSpot’s Top B2B Marketing Channels for 2022:

  • Social Media (LinkedIn)
  • Website/Blog
  • Email
  • Content Marketing

While it may seem best to focus your efforts and investments on one single marketing channel, that strategy no longer gets the job done. In fact, HubSpot research shows that 92% of marketers leverage more than one channel and 81% leverage more than three.

So if you’re still on a single-channel strategy, perhaps 2022 is the time to make a change! And if you’re not sure where to start, let me know – together we can break this trap!

Getting to that Place

…by selling your catalogue for $500 million!

Yup. That’s right. According to sources, Bruce Springsteen sold his catalogue to Sony for somewhere between $500 and $600 million. In May we talked about how the Red Hot Chili Peppers sold their catalogue for $140 million, and you can see a running list here – the Boss is just the latest to join these ranks but by far the highest of the disclosed price points!

According to Bob Lefsetz, the logic behind making this sale comes down to a simple calculation (and anyone who thinks Springsteen shouldn’t have sold runs on emotion).

And on the buyer’s side of things? Now it’s up to Sony to figure out how to monetize their new purchase and generate a significant return. And it seems every couple of years there’s a new opportunity. Like Lefsetz says, no one saw TikTok coming! And as social media companies are licensing music, Sony has a runway to start earning.

So what’s the takeaway for us in B2B? It just goes back to that multi-channel strategy. It’s important to be nimble and to be able to adapt. As marketers, we were born to run! So when those new marketing channels become available, give them a try – it may turn out to be a great investment!

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat