B2B Marketing Unplugged

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Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. That grumpy old panda is sick of being manipulated by low-quality content crammed full of keywords. This is what search engine experts lovingly call “dead content”. Start with your keywords.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

We controlled the content, we controlled the access and all we had to do was drive our prospects and customers into our little worlds and deliver a terrific experience. We were content to let other companies profit with games involving chickens. Now and again, you will want to send someone there to gaze upon your wondrous content, pricing lists, shopping carts and references.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

Long before the internet, we had such a thing as research, marketing content and highly educated buyers-of-things both in the P-Cube and at the user level (the F-Word ). There are a few statistics that are used to torment marketers. We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. Goodness. Just like that? Where do you think it went? .

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Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

With a little help from Hootsuite, Darius Tweets his arse off from 8:30 to 4:30 Monday to Friday and shares some swell links to interesting content about the art and science of moving low sodium chicken stock and hand sanitizer. Darius has a cool job. He’s the marketing manager for a rapidly growing logistics company that serves the food industry. But the dude didn’t stop there.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Your About Us Page Isn’t About You

B2B Marketing Unplugged

For your planning pleasure, here’s a great benchmark reference f rom the always helpful Content Marketing Institute. . What’s on your About Us page? I’ll bet you don’t even know. When was the last time you looked at it? Did you get the summer student to write it eight years ago? Did you put that fun 5,000 word history of the company commissioned three CEOs ago? So what should we put there?

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Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

For B2B, we haul out the content and sell the heck out of our expertise for the subject, our passion for the product and our respect for the buyer. Consider this: most people don’t give a sh*t about whatever it is you are trying to sell. They just don’t. That is some serious competition. Welcome to Consideration, Step 2 on our Journey of Unreciprocated Love. I just don’t give a sh*t.

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Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

The always interesting Mark Schaefer discusses “hero content” and its role in driving traffic. One of my favourite business writers, Geoffrey James , once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …”. Here’s the whole article. In the consumer world, the distance is pretty short. Here is my helpful diagram: .

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

What content did you put in front of them? What content worked; what content made it harder? What relevant content didn’t you use and why? Awesome Ideas Getting & Losing Business Sales vs. Marketing B2B marketing content marketing getting the business procurement sales squirrelsWere you successful in getting your hands on the win-loss report from sales?

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

Canadians who order Cards Against Humanity are treated to some localized content (every bit as horrifying as the American stuff), along with this handy reference card outlining questions delicate Canucks might have difficulty with. I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. I think these stickers are the smartest damn thing ever. But I don’t.

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Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Updating their LinkedIn profiles, randomly endorsing strangers and finding a bunch of shareable content seems to be the Sunday self-medication of choice for knowledge workers. The downside of the Monday morning update is the deluge of entirely useless twaddle that passes for shared content, and that is what we should talk about today. Content is the fibre of your social media diet.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Pinterest and Snapchat are also driven by user investments of content and do an excellent job of loading the next trigger: “Habit-forming technologies leverage the user’s past behavior to initiate and external. I am worried that Candy Crush is eating our brains. I used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Trigger. Action. Variable Reward.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Get a bunch of content up. You can help them out by giving them a bit of content to share. Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. The reason you did not hear the great cheer that arose is because, of course, they had been accessing it with their mobile devices for years and really didn’t notice.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

And content fuels it all Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation.

Conversations Matter

B2B Marketing Unplugged

These control freak marketers are content to fuss over every little detail of the ice sculpture, but don’t actually want to engage anyone at the party in a real conversation. Interesting Things I Found This Week: The Marketing Sherpa Chart of the Week i s just like the Radio Shack Battery of the Month Club: except for the frequency, content and target. Back to the party.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

That’s why we so obsessively map our buyer journeys and try to figure out the perfect point at which to nudge them along with a bit of content or a swell offer. Thank you to all who wrote and tweeted your deep concern for my emotional well-being following last week’s post. I can assure you I’m quite well and the post was less rant and more dramatic set-up for this week’s missive. For real.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

Bottom Line: Marketers who follow The Story of Telling blog , will have seen a lot of this content, but even if you’re a fan, stick with it because Jiwa expands on her usually spare posts in a very engaging style. “When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. Persuasion once felt like a shortcut.

Four Rules for Getting.Organized

B2B Marketing Unplugged

I’ve shifted the blog to my own domain for two reasons: I want to retain ownership of the content because it’s so frigging brilliant. BizMarketer is Finally Getting.Organized and will now publish at Bizmaketer.org. Here is what I have learned so far. Rule One: Don’t have two drinks and then decide it’s time to host your own blog. Rule Two: Don’t, while pouring a third drink, start signing up for hosting and creating your own domain. If someone is going to bother you with ads while you read, it might as well be me. Happy New Year. Elizabeth.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Far better to argue about opportunity, content and measurement while punishing the occasional idiot. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour. We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real). There was a switchboard with crusty operators, a well-medicated tea lady and Dolores.

Still Using Bad Photos? You Need the Other High-Res

B2B Marketing Unplugged

In addition to having content you own and your competitors don’t, you also get to control the most important factor of all: resonance. Related Posts: Just Because It’s Content Doesn’t Mean It’s Good. Branding Content Marketing B2B marketing bizmarketer content marketing linkedin stock photosResonant images work very, very hard. R-Factor #2: Aspiration.

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Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

I did but not one I was willing to hand over to Linda’s nasty content factory. It would appear that the demand for content has finally outstripped the supply of designers and writers required to produce it. Which brings me to the third reason I think most B2B content is never used by sales : it sucks. We all know that content isn’t a new tool for B2B marketers.

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Fixing Your Sucky B2B Website: Step One

B2B Marketing Unplugged

Years of neglect, rigid templates, ugly content management systems and thin budgets take their toll, and the next thing you know, the floors are squeaky and something growls every time you go near the furnace. My friend Aileen is breaking up with her husband Dan. I called the other night to see if she needed help with the Tuesday Night Effigy Burning. Step One: Fix the Windows.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

The Revenge of the Content Monster

B2B Marketing Unplugged

Its time, I believe, we added content to that list. Content is a monster. Marketers shunned the quiet strength of Content in favour of delivering Meaningful Experiences. The people wanted Content. But Content had become bitter in its exile. Content decided to fight back. And Content was pleased. Content was, indeed, king. It was everywhere.

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P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

First off, as your Sales Squirrels begin to figure out that long, boring conversations about “analyzing customer needs” are about to be replaced with long, boring conversations with the P-Cube about analyzing contracts, they may be inclined to get out of the way and let us marketers push in with some content. We have also, apparently, run out of road on solution selling.

Five Solstice Celebrations for Marketers

B2B Marketing Unplugged

Dissolve.com does great HD stock content. This is content marketing at its finest. Related Links: Just Because It’s Content Doesn’t Mean It’s Good. Awesome Ideas B2B marketing bizmarketer content marketing Elizabeth Williams Infographics linkedin Video For most of us, however, the Summer Solstice is the time we begin to realize the year is half over.

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Ready for Events That Work?

B2B Marketing Unplugged

The emphasis for breakfast should be on content. Ideally, time it around a content launch, like a new white paper, which is, I hope, timed to support a new product. Helpful Hints for the Clydesdales of Content. Trade Shows B2B marketing bizmarketer content marketing Elizabeth Williams events linkedin I’ve got just three words for you: Breakfast. Lunch. Dinner. I mean it.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

And if that’s not enough, poor old HR is going to have to figure out social learning, user-generated content, social platforms and the Millennials’ obsession with constant education. It sounds a little icky, but if we accept that content is a big differentiator, then it makes all kinds of sense to raid the internal knowledge bank first for some Grade A proprietary info.

A Mostly Good Holiday Read from Mitch Joel

B2B Marketing Unplugged

We’ll start paying the piper for all that terrible content we’ve been making at the expense of actually serving our customers and defining a nice user experience. Books Branding B2B marketing bizmarketer book review content marketing Elizabeth Williams linkedin social media A Review of Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends On It.

Six Great (and brief) B2B Reads for Labour Day

B2B Marketing Unplugged

It explains why, despite our occasionally ambitious efforts, much of our channel marketing is wasted by lousy content that is poorly delivered or attempting to serve too many masters. Content is a tough one to get past the Keebler Elves. Well the clever folks at Captora have made some brilliant content to help you explain your brilliant content. The Knights Who Say….

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Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

All together now: “Content is goooooood.Visual content is gooooooder.” Lots of content is essential for B2B marketing efforts (we kind of all knew that even before it was cool to know that, didn’t we?). Exception to the exceptions: If you must have a child in your content, hire a child model, at least they remember to wipe their noses. Great got it. But guess what?

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Demystifying Social Media for B2B, and I mean, B2B!

B2B Marketing Unplugged

Meaningful content, what’s that? To me social media means sharing “meaningful” content. It means content that comes from the heart; content that is interesting and heartfelt and authentic; and content that engages other people. So when we talk about meaningful content for B to B, we are in a bit of a bind. Because B to B companies generally don’t have a lot of this type of content, so we pretty well have to invent it by taking a hard look at our brand, our employees and the community. How to invent meaningful content. Enjoy! Let’s face it.

Why Sales Doesn’t Use Most Marketing Content

B2B Marketing Unplugged

If you have read the venerable children’s book, Paddle to the Sea , then you can understand how frustrating it can be to get a piece of content out the door. But dammit, it was content, and that, apparently, is what B2B marketing is all about. Too bad Joanie’s hard-won paper will join the 60-70 percent of B2B content that Sirius Decisions says sales never uses.

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Preference and Its Pylons

B2B Marketing Unplugged

The idea is to get this pylon right off the ice by taking competitors out of contention as someone who can solve our customer’s problem. Marketers can sure get in our own ways when we try to create preference. We clap on and on about our great customer service and low prices but we don’t always remember to mention the problem we are solving. Preference exists only when there is choice.

Four Ways to Get Sales Off Your Back and Out Selling

B2B Marketing Unplugged

And they’re asking for more leads, more content, more campaigns, more programs. Recycle Some Content. Go find a really old piece of content that is still relevant and re-release it as a “classic” Chances are even the people who read it the first time around won’t remember. Here’s the kicker: you can turn the results into more content next quarter.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust