Reputation to Revenue

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Four levels of B2B content sharing: Publishing isn't everything

Reputation to Revenue

Commenting on other blogs, articles, community sites, tweets, and other social sources provides a fairly simple way to build visibility, demonstrate knowledge, and make or strengthen connections. Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media. Do you agree?

B2B ads worth spreading

Reputation to Revenue

We're cutting back on traditional ads and shifting resources to content marketing (white papers, expert video interviews, ebooks, blogs, and the like) in hopes of getting our customers to pay more attention, raise their hands as "interested," and accept entry into our shiny new lead nurturing systems. It wasn't an original idea. So what's the B2B connection? Am I setting the bar too high?

Marketing to key accounts: It's all about the relationships

Reputation to Revenue

Note: Originally posted on the Solutions Insights blog. I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer. This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. That's a no-no.

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Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

It's clear from the submissions, however, along with working with many of these companies over the years, that there are five important ways in which the best of the best stand apart from the crowd: Focus and depth: Lots of companies practice "random acts of content," dashing off periodic white papers, articles, videos, blog posts, and the like with little focus or depth. They go deep.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Acid test for social media: The lunch lady blog

Reputation to Revenue

Tac Anderson at NewCommBiz just posted the true test for companies working in social media: Will they let the lunch lady blog? We will have finally reached truly social businesses when we let the lunch lady blog. Second, the lunch lady may well already be blogging! Tags: Marketing Social Media blogging marketing social enterprise socialmedia transformation

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Perhaps I'm nitpicking at a casual line in Eloqua's blog post introducing the Content Grid, which explains the grid as "a simple framework for content -- or 'inbound' -- marketing." Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing.

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

Analyzing a year of data on the top news stories discussed, linked to, and viewed on blogs, Twitter , YouTube , and other social media, the Project found that, "the stories and issues that gain traction in social media differ substantially from those that lead in the mainstream press. Blogs tend toward more emotional stories and stronger partisan orientations (on all sides).

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

Even when companies invest in thought leadership, it's often with a fragmented collection of disconnected articles, white papers, videos, blogs, etc. Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news. Politicians understand this the best. It's critical with B2B marketing, too. Delivered."

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

There is no dedicated staff, no editorial calendar for content production, and a heavy reliance on subject matter experts "volunteering" their nights and weekends to bang out a few white papers, articles, and blog posts. . B2B marketers know that thought leadership is essential, especially when selling high-value solutions. We're still learning, too. .

YouTube as corporate home page?

Reputation to Revenue

And any number of small firms use their blog as their main site. BooneOakley, a North-Carolina based agency, has gotten a lot of attention in the last few days by essentially shifting its corporate site to YouTube. The main video has received more than 220,000 views in its first 10 days, quite impressive for a small local firm. Modernista! Surely the world has changed more than that!

The hard questions about social media for B2B solutions providers

Reputation to Revenue

It's all well and good to dabble in blogging, Twitter, and YouTube, but creating a strategic, focused, and sustainable social media program requires answering some pretty tough questions, such as: Who are we really trying to reach? The skepticism about social media for B2B is pretty much gone by now. How do we get their attention? Do we have the skills? How should we organize our efforts?

Permission marketing turns ten

Reputation to Revenue

And this was all years before anyone ever heard of blogging , YouTube , Facebook , or Twitter. Seth Godin today marked the tenth anniversary of his hugely influential book, Permission Marketing. Thanks Seth! P.S. You can still get the first four chapters free at permission.com.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Why not really open up the organization internally with a new transparency using honest executive blogs, wide-ranging online discussion of business challenges and opportunities, and an authentic commitment from the top to respond to employee questions and concerns? Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." Great.

Carrotmobs make my night

Reputation to Revenue

Triple Pundit almost always brings a smile to my face, and for that reason is one of my favorite blogs by far. The group blog highlights the three "p's" of sustainable business -- people, planet, and profits -- and highlights a steady stream of optimism-inducing stories about both creative startups and long-established corporations doing well by doing good. And it sounds really fun!

Six steps to differentiating your solutions

Reputation to Revenue

Oh yeah, and all the social media stuff, too: some blog posts, tweet schedule, maybe a few videos. . Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side. Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show. The real challenge, of course, is getting anyone to care.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

as well as a number of newer approaches (blogs, podcasts, online innovation jams, and branded content). B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? How should we promote it? How can we measure success? And, yes, I cast my votes for both winning initiatives, so was pleased that the other judges agreed.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

Back then, when I talked with clients about the promise of blogs and communities and the like for "serious" B2B marketing, I got a lot of blank stares and "really?" The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously. I'm all for it, of course. But social media was "new" in marketing five years ago. responses. Those days are long gone, even if many companies are just now dipping their toes into the water. What do you think?

Learning from Gen Y

Reputation to Revenue

launched a new blog recently, Engage: Gen Y , and the first few posts are already capturing my attention. MediaPost , one of my favorite sources. Today's post suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers. The rules are these: Authenticity Trumps Celebrity. Niche is the New Norm. Bite-Size Communications Dominate. Personal Utility Drives Adoption. Consumers Own Brands. No hype allowed.

5 Ways Blog Analytics Improve Your Business Blog

Writing on the Web

How do you use your blog analytics ? There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly. This is the fifth element in the CAST system for effective blog content : C ontent (compelling). And if you haven’t subscribed to my blog, now would be a perfect time! T rack.

12 Lessons I’ve Learned from Writing 1,000 Blog Posts

Webbiquity

I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things. For the record: I wrote 440 posts on the Blogger-based WebMarketCentral blog between 2005 and 2010, and have now published 560 posts here on Webbiquity. But blogging success is impossible without regular posting. Hence, 1,000. Data quality.

Nobody reading your blog? 10 reasons to persist!

grow - Practical Marketing Solutions

If you enjoyed this infographic and would like to use it on your own blog or publication for free, you can download your own copy here: 10 Reasons to Blog Infographic And for more blogging inspiration, be sure to buy Born to Blog , the number one book on blogging in the world. The post Nobody reading your blog? I now have a sacred blogging time!

10 Ways to Generate More Leads from Your Business Blog

The Point

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog. No problem.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

The social media landscape is littered with business blogs that, on the surface, do everything right. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes.

10 Maxims of Successful Blogging

grow - Practical Marketing Solutions

I enjoy coaching people with their blogging efforts and there are 10 pieces of advice I seem to dispense the most often. Whether you are blogging for your business or for the pure joy of it, I think these ideas will help you: 1. Write a blog post that only you could write. The biggest challenge to blogging isn’t having the time, the ideas, or the resources to do it.

15 Elements Most Successful Blogs Have in Common

Act-On

What’s on your blog? But are there blog elements you’re missing? There are a few basic components almost all successful blogs share. These are the widgets, share buttons, and other mechanics of the blog. The overall strategy is to keep people on your blog once they’re there. In other words, your blog is a soft-sell environment. Maybe a sign-up box.

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What is the future of blogging?

grow - Practical Marketing Solutions

It seems to be that time of year when the “is blogging dead” debate swirls around the social web. In this post I will cover three very important issues to the world of blogging: Exactly what is a blog right now? Are blogs as important as they used to be? What is the future of blogging? Exactly what is a blog right now? I love Mitch Joel. Audio.

How Do You Choose a Blog Platform?

Writing on the Web

How do you choose a blog platform ? . In my last post, How to Start a Blog: 7 Steps BEFORE You Blog , I shared important information you want to consider before your first post, including signing up for a trial blog. With so many great blog platforms available, including WordPress , Blogger, Tumblr, Ghost, Squarespace, Wix, Typepad, Weebly, etc., Which is best?

Why the economics of blogging are diminishing

grow - Practical Marketing Solutions

By Mars Dorian, {grow} Contributing Columnist When I started blogging about five years ago (back when we felt smart with dumb phones), I devoured every blog post about how to write epic blog posts. And for a while, it was good, because I followed the ‘proven’ formula of the wise ones that made money teaching others how to make money with blogging.

Better Business Blogs: Correct Those Broken Links

Writing on the Web

Are you keeping your business blog fresh? If you’re like me, and you’ve been blogging for a number of years, chances are some of your links may no longer work. This guest post, from Susan Boggs, offers tips for successful bloggers and blogs on how to find and correct broken links. Our blogs would rank high for our keywords, and life would be wonderful.

Top Marketing Blogs You Should Be Reading

Radius

For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). But if you’re like me, then chances are you’re pretty selective with your blog subscriptions and visits. That’s exactly why we share a list of the top marketing blogs each year. The Best Marketing Blogs of 2015. ABM Blogs.

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The future of blogging and online publishing

grow - Practical Marketing Solutions

A lot of people out there are saying blogging is dead. When reading is dead … then blogging will be dead. Starting your social media strategy with a blog used to be a safe bet. If you are a blogger, online marketer, or just a lover of smart and creative business discussions, you will love this connection between Mitch and myself on the future of blogging. Today?

The 10 best big company blogs in the world

grow - Practical Marketing Solutions

There seems to be a lot of noise about the “death of the company blog.” ” In a world with so many shiny balls to chase like Snapchat and Instagram, are blogs still vibrant? A few years ago, I did a comprehensive study of the best company blogs in America and I thought it was time to re-consider this channel. What is the state of the art in company blogging?

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Simplify Your Blog Writing: Shortcuts to Publishing a Leadership Blog

Writing on the Web

Shortcuts to Publishing a Leadership Blog" width="300" height="199" title="Simplify Your Blog Writing: Shortcuts to Publishing a Leadership Blog" /> How’s your blog writing going? Do you feel dread and overwhelm when it’s time to post on your blog? This is common for business bloggers who don’t have clarity about blog goals. I hope so.

10 simple tweaks to generate more sales through blogs

grow - Practical Marketing Solutions

We’re not supposed to expect sales though blogs, right? In fact, your blogging space is a very important sales opportunity because if people are finding you through search, these are high-potential leads. I am NOT saying to be “sales-y” in the content of your blog. Here are 10 ideas to optimize sales through blogs. Many blogs have “pop-up” offers.

Lessons learned while deleting 274 blog posts

grow - Practical Marketing Solutions

After more than seven years of blogging I had a lot of clutter. So I started at the beginning of the {grow} timeline and began deleting blog posts. When the dust had cleared, I had trashed 274 blog posts. It was fun to go back and figure out who left the first of 65,000 comments on this blog. Since those early days I have had more than 65,000 comments on the blog.

How to Start a Blog: 7 Steps BEFORE You Blog

Writing on the Web

How do I start a blog ? . I hear it all the time: smart professionals, who are great at what they do, don’t know how to start a business blog , and probably wouldn’t have time to blog even if they did start one. Sure, they had started blogging with great gusto – they put in a lot of time – but somewhere along the line got stuck, and never went back.