3 Branded B2B News Services That Get It Right
MAY 13, 2016
Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. What if you could go a step beyond the downloads and become a trusted and even indispensable information source that customers visit every day? Some B2B marketers have gone that.
Gems from Godin
AUGUST 20, 2013
Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection. Organizations must connect with their constituents individually or they’ll be ignored. person’s value is defined by his or her platform, which is a function of connections.
Not Dead Yet: Blogging’s Popularity Surges Among F500
JULY 19, 2013
There’s no fluff in the press release, so I’ll just excerpt it word for word. Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses. Charts.
8 Data Points about the Importance of Customer Experience
AUGUST 30, 2013
I was asked to prepare some background information on the importance of delivering a positive customer experience, and I thought I would share some of the research with you. How much does the market reward companies that deliver excellent customer experience? Consider The world’s two most valuable brands – Apple and Google – are considered world-class. That’s gonna be a tall order.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.
The Trouble with Klout
SEPTEMBER 6, 2011
Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I’ve been looking at Klout , the popular new tool that bills itself as “The Standard for influence measurement. The more I look at it, the less I like it.
Bidding Fond Farewell to BtoB Magazine
OCTOBER 3, 2013
I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. My association with BtoB began as a happy accident. Length limits are a great way to improve your writing.
How to Get Salespeople Aboard the Social Media Train
AUGUST 20, 2013
One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Outside of prospecting with LinkedIn, few sales pros are willing to make the investment of time to learn and use tools that promise a payoff months or years down the road. think they’re worth sharing. Information is competitive advantage in sales.
Five Often-Overlooked Reasons Senior Executives Should Use Social Media
FEBRUARY 10, 2016
“I don’t have time to build my LinkedIn profile. already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I want to be a thought leader, but I don’t have time for blogging.”. Sound familiar? hear these objections all the time when speaking to top executives about social media.
Stop Talking! I’m Trying to Listen!
FEBRUARY 15, 2014
Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. recommended setting up multiple Twitter accounts for different functions like customer service and marketing. And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
Skepticism on Gallup’s Gloomy Social Media Assessment
JUNE 26, 2014
A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. Gallup asked 18,000 consumers about the influence of social media on their buying decisions. Sixty-two percent said social media has no influence at all. Only 5% said it has a great deal of influence. More than Marketing. Related articles.
Marketing firm piggybacks on March Madness for fun social media “bracket”
MARCH 22, 2016
Big sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field. Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm. They researched average engagement rates across each social platform. Instagram: 2.261%. Twitter: 0.02%. Instagram: 6.2%. Twitter: 0.3%.
What a Hotel Manager Taught Me About the Future of Business
AUGUST 19, 2011
Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business. The fact that the manager of the hotel was driving me to the airport was unusual in the first place, but Wright makes it part of his routine. Customer service is number two. Certainly not with advertising.
When Bad News is Good
JULY 29, 2013
There is only one thing in the world worse than being talked about, and that is not being talked about. –Oscar Wilde, The Picture of Dorian Gray. Consider the case of Reza Aslan , a religious scholar and author of the controversial new book, Zealot: The Life and Times of Jesus of Nazareth. Green, who had clearly not even cracked the cover on Aslan’s book. What’s the lesson here?
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Here's what we learned.
As Business Goes Social, CIOs Sit on Sidelines
NOVEMBER 28, 2011
The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. Same Old Song and Dance.
This Brand Ambassador Program Goes Against the Grain
NOVEMBER 20, 2013
The PR agency for a startup called Social Rebate has been asking bloggers to comment on the company’s somewhat novel approach to brand ambassadorship. have some strong feelings about this topic, so I’ll oblige. Social Rebate is a service that creates brand ambassadors by offering cash and rebates to people who share recommendations of products and services in their social networks.
What Makes a Good B2B Online Video
OCTOBER 10, 2012
I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. shared some opinions with him, but why not share them with everybody else as well? I’d like to hear your answers to these questions, too. would add Cisco to that list.
Who Should I Interview at White House Correspondents’ Events?
APRIL 18, 2013
By sheer dumb luck (and knowing the right people) I’ve scored invitations to several activities around the White House Correspondents’ Dinner in Washington the weekend of April 27. I’m not invited to the dinner itself (I’m not that well connected!), but I will be at the pre- and post-parties, as well as at the Sunday brunch. Question for you : Who should I ask to meet?
What You Probably Didn’t Know About Editors
SEPTEMBER 17, 2014
This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. love editing, and I’m not ashamed to admit it. also love my occasional roles as speaker, prognosticator and thought leader, but there’s something uniquely satisfying about taking someone else’s work and making it better. Wrong.
I’m Quoted in HBR – Kinda. And Like Three Years Ago…
APRIL 4, 2013
The type is about as small as they could make it and the quote comes from 2007, but this research report does bear the Harvard Business Review logo, so I’m going with that. The publication date is 2010, but I didn’t find out about it until just now. Thanks for my old pal John Dodge for pointing it out. guess Google Alerts doesn’t find everything.
Cool & Useful Sites for the Holidays
DECEMBER 18, 2011
The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1. Skype . Video chatting is now a standard activity for most Internet users – in fact, earlier this year, Skype reported that their users log 300 million minutes of video calls daily. Google+ Hangouts.
How to Promote an Event with Social Media
APRIL 13, 2011
As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers. Events of all sizes. That amplifies your message pretty quickly.
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.
Slides and Video Cover What You Need to Know About Search
MARCH 8, 2013
A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk. pulled together slides from several presentations I’ve used over the last few years, updated them and wrote a complete script, which is included as slide notes in the in the PowerPoint. Related articles.
Peer Reviews With a Difference
JUNE 3, 2014
People love online review sites even if they don’t always trust them. Despite ongoing allegations that even the biggest customer review sites are routinely manipulated by businesses and their detractors, 85% of consumers in one recent survey said they consult online reviews for recommendations of local businesses at least occasionally. The Real Thing. rating.
Measuring the Immeasurable
SEPTEMBER 15, 2011
My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. TopazPartners.com. Just be skeptical.
How Much Should You Pay For Content?
JUNE 9, 2011
Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. What’s that going to cost you? Like most things in life, it depends. Media Dividend. 10 per word.
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization.
Five Tips to Make Your Writing Sparkle
APRIL 28, 2011
Now that we’re all publishers, writing has become a core skill for marketers. love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. Former Wall Street Journal page one feature writer Bill Blundell used that phrase in a seminar some 15 years ago, and I’ve never forgotten it.
A Nice Collection of B2B Marketing Stats and Videos
JANUARY 2, 2014
Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” ” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. Here’s its latest collection of recent trends and statistics: This is the year that was in B2B Marketing crunched. B2B Content Marketing Research Social Media
Delay Is Killing Major League Baseball
JUNE 26, 2013
The Boston Red Sox beat the Colorado Rockies 11 – 4 last night in a game that lasted three hours and 40 minutes. The first four innings alone took more than two hours to play. I was among the 7,000 or so fans who stayed till the end. Most people headed for the exits after the seventh inning, figuring that they had to be functional the next day. After all, it was already 10:30. Timestamp: 10:51 p.m.
My New Book, ‘Attack of the Customers,’ is now available
DECEMBER 18, 2012
An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later, Attack of the Customers on sale on Amazon ! Now I’d like to ask for your support by liking the book on the Amazon page and registering your like on the book Facebook page. Most customer attacks don’t go viral, but they can be effective even without big numbers.
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.
How to Summarize Content for a Business Audience
AUGUST 1, 2013
In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. Now let’s build our summary from the material we highlighted. The result looks something like the document embedded below. Just the Facts? Key Point.
15 Tips for Getting the Most From LinkedIn Groups
OCTOBER 11, 2012
I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. LinkedIn is the only major social network that doesn’t permit brands to interact as members. Only people can post content. With that in mind, make sure your posts have a personal tone. Follow Up.
The Other Social Network
MARCH 10, 2011
Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. This is the ideal B2B environment. And they’re busy. Find People.
Social Marketing Wisdom From a True Practitioner
JANUARY 24, 2013
Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know. This book is worth its cover price for chapter 4 alone.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
Social Marketing Hangover
JANUARY 6, 2011
I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. Lack of patience.