How B2B Marketers are Handling the Digital Content Overload [Accenture Interview]
APRIL 7, 2016
When Accenture published its “Content: The H2O of Marketing” report in February 2016, its statistics showed that the majority of marketers have more digital content at their fingertips than they did two years ago. Additionally, 83 percent of respondents said that they expected this amount to increase within the next two years. HOW HAS THE LARGE VOLUME OF CONTENT IMPACTED B2B MARKETERS?
How Your Startup Can Overcome Content Marketing Challenges
APRIL 14, 2016
Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt. Mistakes Are Amplified For Startups.
10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy
MARCH 17, 2016
I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors. Data Management. Source ). Digital is Where the Money Is. Source ). Source ).
Why Your Employees’ LinkedIn Profiles Should Be Part of Your B2B Marketing Strategy
JUNE 14, 2016
We’ve covered the benefits of using LinkedIn for B2B marketing before, but many companies fail to see the benefits of helping employees with their own profiles. Because employees list their current job on their own profile, potential clients, colleagues, and hires could be looking at someone’s personal profile from a company before getting to the company’s official page or group. Great Images .
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.
What B2B Marketers Can Learn About Buyers Without Trying Too Hard
NOVEMBER 19, 2015
People don’t always tell you what they’re thinking. In personal relationships, we use body language, tone of voice, micro expressions, actions, and other intangibles to infer someone’s perspective, attitude, intent, and desires. The separation between key stakeholders and those of us trying to escort them along the buyer journey presents some challenges. What’s The Complexion Of Your Market?
B2B Social Media: An Underutilized Method for Improving SEO Performance
MAY 26, 2016
As a Millennial, or digital native as some will put it, I grew up immersed in social media. At the age of 14, I was able to write a complete set of HTML code for how I wanted my Myspace profile to look, had more than 650 friends, with an intricate selection process for my top 8, and changed my screen name based on my mood on a weekly basis. So, Why Does Social Matter to B2B Companies?
10 Marketing Trends That Should Influence Your Content Strategy
SEPTEMBER 22, 2015
As someone that’s always had a passion for journalism, I enjoy staying on top of the latest news. As a B2B content marketer, staying on top of the latest news and trends that impact my clients and the B2B marketing space as a whole has become a daily part of my life and a critical factor in allowing me to do my job effectively. Effectiveness of Visual Content. That’s pretty low. Final Thoughts.
8 Key Google Changes B2B Marketers Need To Know In The New Year
JANUARY 5, 2016
In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. The Demise of Google+. Image Source. Smart Goals For AdWords Advertisers. Mobilegeddon.
5 Overlooked Content Marketing Assets That Can Influence SEO
NOVEMBER 12, 2015
It is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences. Ratings and reviews can be important for SEO and PPC. EMAIL COMMUNICATION. Cross-links to key content marketing assets and social media profiles.
How to Find Influencers for B2B Online Marketing Campaigns
JUNE 23, 2016
From an online marketing perspective, influencer marketing helps expand reach, increase brand awareness, improve SEO, gain credibility and much more. But, identifying influencers is something that many B2B marketers find challenging, especially when dealing with an unfamiliar industry. For each tool, I will be answering two important questions – what is it? And how can you use it? What is it?
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
DECEMBER 8, 2015
It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year. Demand Generation. source ). >. source ). source ). source ). source ). source ).
Master These 10 Content Marketing Skills to Become an All-Star
FEBRUARY 16, 2016
Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend. During this three-day long annual celebration, a handful of selected players participate in a 3-point contest and dunk contest before joining the rest of their peers for the All-Star Game, which caps off the weekend. Let’s take a look: 1. Organization. Data Analysis.
The 10 Don’ts of Twitter for B2B Marketing
APRIL 26, 2016
Twitter has transformed the way that B2B marketers communicate with their target audiences by providing another place to engage, address questions, and emphasize what they stand for. In fact, Twitter is now the top social platform for B2B brand mentions , with 73% of them happening on the site. Why is it so important to avoid Twitter bad practices? What other ways can you get your point across?
5 Effective Options For B2B Advertising on Social Media
MARCH 15, 2016
Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. According to Pew Research Center , “82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49.” Target Job Titles in Campaigns.
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Here's what we learned.
9 B2B Marketing (and Life) Lessons from #Inbound15
SEPTEMBER 14, 2015
What happens when more than 14,000 marketing and sales professionals come together under one roof? Now, that’s an inbound movement! Pioneers of the inbound movement gathered from around the globe at Inbound15 to spread creative and prosperous methods for inbound marketing madness. hope these lessons inspire both your daily and ongoing inbound marketing strategy, as they did for me. Final Thoughts.
5 Places B2B Marketers Can Find Blogging Inspiration
DECEMBER 10, 2015
One of the struggles B2B marketers come to me with is the fact that they just don’t know how to come up with content for their blog, website, or other online platform (like social media). They want to make it interesting, without being cheesy or too pushy in the sales process. Here are five ways to generate ideas. Customer Service Communication. Write a step-by-step tutorial about it. Last Words.
15 Key Visualizations & Diagrams From #MarTech 2016
MARCH 31, 2016
Last week we had the good fortune to attend MarTech USA , a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the event. The 2016 Marketing Technology Landscape. The marketing technology landscape is rapidly growing. MarTech Innovation Still To Come.
30 B2B Social Media Tips for 2016
JANUARY 26, 2016
As social media has grown, so has the opportunity for businesses to reach customers and potential customers. In fact, according to the Salesforce 2015 State of Marketing Report , 66% of businesses now have a dedicated social media team. Great news, right!? Sort of. So, as it turns out, we still have work to do. That’s ok! Social media isn’t something you just do. Think Beyond B2B. Steal from B2C.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.
What is Content Marketing? 10 Expert Video Responses
JUNE 17, 2016
I was at a family cookout last summer talking to a group of my relatives, when someone asked me about my job as a content marketer. began to explain it as I normally would to other marketing-savvy people, but noticed about half of those I was talking to were looking at me with faces that looked a lot like this: My grandmother said, “So, you’re like an online journalist?”
How To Prioritize Your List of SEO Keyword Research
MARCH 1, 2016
Last year Casie wrote a post on how to generate keyword lists and ideas. The objective was to provide resources and tactics for coming up with as many keyword phrases as possible around a particular topic. Developing a list of good keyword opportunities can be both time consuming and challenging. Keyword targets that need to be integrated into new, or to-be-developed content marketing assets.
10 Examples of Highly Impactful LinkedIn Profiles
MARCH 12, 2015
Last summer I wrote about the importance LinkedIn can be for executing B2B SEO link building. Success derives from the amount of trust and authenticity one conveys when actively networking. And the first place to start is through your LinkedIn profile. Why LinkedIn Again? Elements of a LinkedIn Profile to Consider. Here is that list in summary: A Professional Profile Photo (Headshot). Xand Griffin.
10 Reasons to Develop a B2B Blogging Strategy
NOVEMBER 24, 2015
With the end of the year rapidly approaching, and 2016 planning underway, business owners are assessing where they are with respect to B2B search engine marketing goals and objectives. Hopefully your organization is well ahead of performance benchmarks this year. Create opportunities for new SEO keyword strategies. Support existing SEO keyword strategies. Create an opportunity to acquire backlinks.
How to Leverage Content Marketing in “Boring” B2B Industries
MAY 12, 2016
One of the most common problems I’ve heard from clients is their worry that they have such a technical or uninteresting product or service that it’s hard to come up with creative campaigns. They feel like the campaigns Disney or Taco Bell put together are hard because they lack the creativity that comes naturally with companies that have it woven into their culture. Do You Need Explainer Videos?
5 Things I Learned About Digital Marketing in 2015
DECEMBER 15, 2015
Fun Fact: Each month when it’s time to write a new blog post, I head over here to the KoMarketing blog and take a look at my previous posts to 1) ensure I haven’t already written something similar and 2) see if there’s an opportunity to refresh an older post. Yes, friends, that’s called repurposing and it’s magical! The high level summary of the post was this: Client education is a must. Cheers!
5 Underutilized LinkedIn Features B2B Marketers May Be Missing Out On
JUNE 2, 2015
LinkedIn has been found to be the most effective social media lead generator for B2B marketers, with 60-80% of those surveyed (depending on the study) stating that they have gotten real leads from the platform. Thus, it makes sense for those involved in the B2B industry to remain active on LinkedIn, especially because it’s wealth of places to generate content and engagement continues to grow.
The Simplest Ways to Make the Best of Content Marketing Challenges
MARCH 22, 2016
During a recent client meeting, we spent some time talking about the idea of content marketing as a solution to a problem. Our client, preparing to launch their new website and in the middle of editorial calendar development and execution, made the point that they want their content to be solutions-focused – as in, starting with the problem and then identifying the solution. Source: Quora ).
Staffing and Launching Your Content Marketing Program
Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.
How to Generate New Keyword Ideas
NOVEMBER 3, 2015
Lately, there has been a bit of discussion within the SEO industry around the idea of keywords and whether or not they still matter. To me, this is silly. When you are talking about search, of course keywords still matter. People use words to search! However, the idea that we can look at keywords the same way we always have is even sillier. Image: Blue Nile Research. Search Query Data (WMT).
5 Ways to Modernize Your B2B Branding and Marketing Online
JULY 24, 2015
Oftentimes, B2B organizations get the stigma of being out-of-date and slow to respond to what’s popular in technology and today’s market. Fresh Colors and a New Logo. The fastest-spreading way to get a new persona out there is to update your brand’s colors, specifically in all media and collateral, like your logo, website, letterhead, and invoicing. Sleek Design / UX.
What Were The Most Effective B2B Marketing Tactics of 2015?
DECEMBER 14, 2015
Even though many B2B marketers are already looking ahead to 2016, it’s may be worth recognizing the accomplishments of the past year. Because a component of your B2B marketing strategy certainly needs to focus on leveraging the experience gained executing tactics and campaigns that worked well. In an effort to shed light on how marketers tackled challenges and made strides in 2015, we spoke to a group of industry leaders across the B2B marketing space. Here is what they had to say about their most effective B2B marketing tactics over the past year. STRATEGIC CONTENT MARKETING.
5 Ways B2B Organizations Can Incorporate Video Marketing
FEBRUARY 5, 2015
The integration of video content has been a confusing topic for many in the B2B space. However, if you break down the different ways video can work within your specific marketing strategy, it becomes significantly less daunting. And it’s imperative to consider how video can be leveraged for B2B online marketing. Tutorials. Video Testimonials. Interviews. Repurpose Existing Content.
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization.
B2B Video Marketing Done Right
FEBRUARY 9, 2016
The word these days is content. Video content in particular is an increasingly compelling tactic for business marketers to deploy throughout the funnel, with numbers to support its use. Marketers are seeing positive results when they include video in the marketing mix. And on average, there’s a more than 40% uptick in traffic on websites featuring video, due to search. Informative. Explainer.
6 Content Marketing Lessons to Learn from Monopoly
AUGUST 18, 2015
A few weeks ago, I was with some friends and family and we decided to dust off the Monopoly box for some old-fashioned fun. moved my piece around the board, bought some properties, made some trades, and eventually paid all of my money to my opponents. From start to finish, there are a number of lessons content marketers can learn from a game of Monopoly. Here are a few: 1. Know the Board.
5 Writing Hacks to Resuscitate Your Content Marketing Efforts
OCTOBER 29, 2015
As the weather gets colder and I settle back into my familiar pattern of staying inside and watching lots of TV, I find I’m drawn to hospital dramas. Not because they’re particularly good or anything – but because they’re on. These days, reattaching limbs, pulling patients out of the wreckage of a car crash, and cutting lvad wires are things that hardly seem out of the ordinary. Probably never.
How B2B Marketers Can Connect Offline and Online Marketing
FEBRUARY 23, 2016
As marketing strategies continue to progress, it’s becoming more important that B2B marketers connect their offline and online marketing programs. recent KoMarketing news article really got me thinking about this. This statistic caught my attention – nearly 98 percent of CMOs claim that offline and online efforts are merging ( Gartner ). If Social Media Advertising. Online Publicity.
Content Marketing Playbook: Strategy and Roadmap
Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.
A B2B Marketer’s Guide to Instagram’s New Advertising Platform
NOVEMBER 5, 2015
Earlier this year, I discussed the possibly of Instagram ads being available to the public sometime in 2015. On September 30th, that day officially arrived. After a year and half of testing with select companies, Instagram, the mobile photo and video sharing social media app, has finally opened up its advertising program to companies around the world. Selecting the Right Ad Type. Only on Mobile.