Digital B2B Marketing

SEPTEMBER 1, 2011

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. In fact, you probably aren’t required to share content at all.

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. That is one of your objectives, right?

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

JANUARY 26, 2012

To date, the currency that purchases our attention is content. Content that is useful and connects with our priorities, content that entertains, content that teaches. Content that offers us something beyond your brand and message. However, content is merely the vehicle. Blog posts or articles are best.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

APRIL 18, 2012

Sure, your content is excellent. Marketers get caught in the same trap with their content. Marketers get caught in the same trap with their content. From your perspective, your content may be unique and valuable, but that isn’t the perspective that matters. The question is, how does your audience see your content?

Content 100

Content Education Twitter Best Practices 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content? You believe your audience won’t share content.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JULY 12, 2012

Twitter Streams and Content Curators What sites do people in your audience read? See what content is shared on social media or through sources that curate content from a range of sites (like SmartBrief). Tip: if individuals share content using the popular bit.ly

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MARCH 1, 2012

Increasingly, marketers don’t know where their content is either. B2B technology marketers running lead generation programs are finding their content or offers on a wide range of sites they never intended to place their content on, yet they are paying $20 to $60, or more, every time someone downloads their content from these sites.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. The purpose of your content is to deliver information.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Provide Choices Throughout Content. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

APRIL 29, 2014

It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. Native published content functions like the publication’s own editorial content. The Reality of Marketing Content.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Advertorials 100

Digital B2B Marketing

JANUARY 9, 2014

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Many, like the media companies of old, are using content to earn that attention. The Black Hole of Content.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

DECEMBER 12, 2013

The result: marketers are forking over big budgets to be able to publish on media properties like Forbes, but they are getting just a tiny fraction of the traffic to their content that staff journalists are getting. The difference between what we expect of editorial content and articles like this is night and day.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

MARCH 15, 2012

Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. Content Is at the Core Content strategy and development is core to inbound marketing. Your content is what makes finding you valuable. The content may be valuable, but the experience is degraded.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 12, 2013

Does content marketing work for local businesses? People that say “no” tend to say it doesn’t work anymore because behavior is changing (newspaper), it doesn’t work because their audience doesn’t use it (social media) or it doesn’t work because it doesn’t reach their audience (content marketing).

Social Media 100

Social Media Media B2B Case Study 100

Digital B2B Marketing

JANUARY 3, 2012

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. Early adopters are not looking at a best practice and checklist, they are focused on reaching their audience in a way they believe will deliver marketing results.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

JULY 16, 2012

The purpose of B2B marketing is not leads, relationships, content or branding. Content is King No, increasing profit, free cash flow or the value of your company is king. Today, content marketing is one of the ways marketing contributes to that value. Calling content king is like saying the king’s chariot was king.

B2B Marketing 100

B2B Marketing B2B Marketing Management Social Media 100

Digital B2B Marketing

APRIL 9, 2012

Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content. Examples include slides using a platform like Brainshark and creating short videos based on the content of existing blog posts. Make video part of your content schedule , similar to blog posts and articles.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

NOVEMBER 27, 2012

Retargeting From Social Media Like many B2B marketers looking to drive engagement, you share content and drive conversation around other people’s content. But when you focus on promoting other people’s content, you don’t have an opportunity to capture a potential lead. Newsletter or email marketers.

Lead Generation 100

Lead Generation Twitter Cost per Lead CPL 100

Digital B2B Marketing

JANUARY 5, 2012

On websites, they are improving information architecture to make the content, information and products they offer easier to find. Recommendation engines allow companies to surface the best product or information, based on your history, profile and activity from other customers or visitors. Our refusal to be content.

Amazon 100

Amazon Ideal Customer Profiles Paid Search Agency Social Networks 100

Digital B2B Marketing

DECEMBER 2, 2013

From content to process to branding, here are five steps you can take to improve the results from your publisher lead generation programs. Select Your Content Carefully. The content you should use depends on how the lead generation program is structured. Content For Fixed Promotional Package. Sponsored Content.

Lead Generation 100

Lead Generation Budget Programs Lead Ranking Lead Scoring 100

Digital B2B Marketing

NOVEMBER 3, 2011

Proponents applaud the easy exposure and traffic, detractors point to lower quality content being broadly shared and higher sharing volume. Here are places the change should be reflected: Product Roadmap: The roadmap should reinforce Triberr is more than a way to syndicate your content through other people.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. One of the best examples of this is Hubspot and the incredibly successful webcasts with Dan Zarella.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

OCTOBER 23, 2012

Since LinkedIn has also been called the best social media site for B2B marketing, this is a change and you should care about. Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. Content worth sharing.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

JUNE 26, 2012

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Is it perspectives on where your industry is going, best practices, or technical expertise? Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources?

Demand Generation Agencies 100

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 100

Digital B2B Marketing

MAY 17, 2012

There is no assessment of the quality of the content used in the promotions. At best, the resulting program is a list of relatively targeted contacts, not leads that are qualified and appropriate to pass to a sales team as leads. Do not limit nurturing to just content distributed by email. That’s our promise.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

APRIL 28, 2011

Each audience is different, and the question for your business is not what is best, but what is best for you. Blogs and media companies : where is their content widely shared? Jay Baer’s Convince & Convert : Twitter leads today, LinkedIn is growing. THECOOLIST : Facebook is completely dominate.

Social Networks 100

Social Networks Network Marketing Social Marketing B2B Marketing 100

Digital B2B Marketing

OCTOBER 29, 2013

But is 46% a lot more, or a lot less, than the same metric for other types of content? Demand generation (including lead generation, email marketing, content marketing, pipeline development and sales enablement). Content marketing. every publisher reports the audience likes their specific publication best. Well, no duh.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. Your Brand Shares Content With Its Audience When your brand shares content, your brands followers will be more likely to see that content in Google search results along with your logo.

Google 100

Google SEO Branding Brand Identity 100

Digital B2B Marketing

MAY 31, 2012

According to SiriusDecisions , companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality. What Is Your Content Really Worth? These forms are asking for far more than the content is worth. In B2B marketing, bad data represents a huge lost opportunity.

B2B Marketing 100

B2B Marketing Planning B2B Webcast 100

Digital B2B Marketing

OCTOBER 17, 2016

B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. But as a prospect?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

SEPTEMBER 27, 2012

It wasn’t because of great content. The moves your competitors make, the regulatory changes that impact your industry or the overall economy can multiply your results or sour your best laid plans. Google search traffic was up 20% over the previous one-day high and was nearly 40% higher than the average from the prior three weeks.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

MAY 25, 2011

However, sharing content or a link on Facebook or Twitter is not only appropriate, it is welcomed. At best, email marketing today allows a one-to-one communication to develop, with no group communication or network benefits. Today, email chain letters are annoying. We would be able to respond in public or private. In Email 2.0,

Facebook 100

Facebook Email Marketing Marketing Proposals Paid Search Agency 100

Digital B2B Marketing

SEPTEMBER 13, 2012

Eye-tracking studies have confirmed people are focused on the content of the page , not your advertising. Back It Up Most people will never look for the support, but the few that do are your best prospects. They will not invest the time to probe the depths of its meaning. Two of the top five apps for Chrome are ad blockers.

Rules 100

Rules Advertisements Advertising Eye-Tracking 100

Digital B2B Marketing

DECEMBER 1, 2011

Another example of marketers not being aligned with their audience is comparing the content valued by marketers and by buyers. In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100

Digital B2B Marketing

DECEMBER 1, 2011

Another example of marketers not being aligned with their audience is comparing the content valued by marketers and by buyers. In research from IDG Connect and MarketingSherpa , 79% of marketers say peer best practices have an impact, yet only 48% of buyers agree.

Online Marketing 100

Online Marketing Peer-to-peer Paid Search Agency Telemarketing 100