Digital B2B Marketing

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How We Systematically Overvalue Content Consumption

Digital B2B Marketing

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. Serial content consumers. Serial content consumers don’t just consume your content, they voraciously consume all content. Your Turn.

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. So what will B2B content marketers do once they have the opportunity to publish on LinkedIn? Hundreds of executives will begin publishing on LinkedIn as part of their company’s content marketing effort. LinkedIn Will Favor On-Site Content. Yikes!

Old Content is the King of Content Marketing

Digital B2B Marketing

You don’t need more content. You need old content. Old content is the real king of content marketing. Better content isn’t enough when your competitors have good old content. Old content is the reason content marketing takes so much time, in months or years of calendar time, not in hours of effort, to reach its potential.

Understanding Intent Behind Content Consumption

Digital B2B Marketing

You know millions of people saw your content. content promotion program didn’t make it suddenly appealing. These are ways people find your content, and without them your content marketing would fail. But these are not the reasons someone chose to spend their time with your content. B2B Content Marketing and Understanding Visitor Intent. In Practice.

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A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

The Real Challenge for B2B Content Marketers

Digital B2B Marketing

B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). The content marketing community is misleading itself. source ). Your Turn.

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Optimizing your content for search and distributing it through your own social and email channels is just the starting place. Content Distribution Options.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Content. We are all awash in content today. If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience. Content focusing on the challenges or needs of one audience can’t be used effectively with other audiences that don’t share the same challenge. Toby is one of those guys.

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Too Much Crappy Social Media Content!

Digital B2B Marketing

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. The Oversharing Trap Oversharing generally starts with a reasonable purpose: share valuable content in order to serve and grow an audience. Set a very high bar for the content you will share.

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. content. B2B Marketing.

Three Reasons Content Curation is Overrated

Digital B2B Marketing

According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader? Content curation can be a valuable activity. However, the content curator and librarian are not the thought leaders. Your Turn What are the other downsides of content curation?

LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

LinkedIn Sponsored Updates change that, giving marketers the ability to promote updates in the LinkedIn content stream beyond their own followers or connections. Supports Content Marketing Programs. You don’t have to look far to see the importance of content marketing in B2B. Have you felt like social advertising just wasn’t right for your B2B marketing? Your Turn.

Change Is Overdue

Digital B2B Marketing

I’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. And I hope you will help (more on that in a minute). 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.

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn. You will get a report of visits from each t.co-shortened

Why Content Curation Is Not The Answer

Digital B2B Marketing

The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). So what if you could be a content marketer without actually creating content? Content creation may build on content from others or be completely new.

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

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. Historically LinkedIn could be used to share content, but outside of the business networking, or “social”, features, there wasn’t a reason to visit regularly. Content worth sharing. Nowhere.

7 Step Guide To Creating Perfect Content

Digital B2B Marketing

Those writers have discovered the foolproof formula for creating killer content with minimal effort or original thought. Content that consistently delivers results (shares and visits, not people that actually care, that’s not worth the trouble to measure anyways) for your efforts. The Perfect Content Marketing Formula. Content Rants know I have. Nail the Subheads.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. You have a lead generation program. An influencer program. An advertising program. marketing automation program. You measure every detail about every program. And your programs are doing great. Here are the five metrics you should be tracking.

Stop Being a Transactional Content Marketer

Digital B2B Marketing

The fine print: we will send you weekly emails with more content you didn’t ask for. In B2B marketing and many high-ticket B2C categories, this is the way content marketing often works today. Transactional Content Marketing. The result isn’t the content marketing you hear preached from the content marketing pulpits. Content Free white paper!

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. content. B2B Marketing.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Channels that drive organic sharing of content are a particularly good way to kickstart your inbound marketing program. Your content was designed to do this. Tactics: email, retargeting. 4.

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6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

Inbound or Content Marketing. When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. 5. Strategy Uncategorized banners content marketing demand generation direct mail Email event marketing inbound marketing lead generation search social media You need to generate leads, right? Search marketing. Email.

No, Content Will Not Kill Advertising

Digital B2B Marketing

The latest killers are the social media and content marketing stars. Although it is a weak impression, advertising delivers that impression at scale while often pushing towards a marketer’s content. Conveniently, content is the next step. The Content Experience. Content encapsulates your perspectives, advice or even elements of the customer experience.

Two Killer Google+ Mistakes

Digital B2B Marketing

Since I’m often logged in to other Google accounts, I cannot use +1 buttons to share content on Google+. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all. Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. ” However, despite reaching 105.1

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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. content. B2B Marketing.

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

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. Create content that is worth sharing.

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Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

Just Desperate for Content Coming up with ideas for content is a challenge, but that is no excuse for actually moving ahead with a content idea that simply adds to the content clutter we are all already facing. It seems there is another marketing infographic hiding around every corner of the web, and it will probably fall well short of its potential. Source: [link] 2.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

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. Without great content strategy and development, your inbound marketing program is not sustainable. 2.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources? 4. The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. Clarity is critical. 2.

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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

Social Media is Lowering Our Content Standards

Digital B2B Marketing

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. The rules are at best guidelines, and nobody is requiring you to share mediocre content. Filed under: Content. Say Why.

New Research: B2B Content is a Dead End

Digital B2B Marketing

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering? Providing access to a range of content that allows potential buyers to continue their research is critical.

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

Your opinion of creative, media or content is a distraction. How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection? Has your personal experience with social media increased your perception of its marketing value? Do your watching and reading habits influence the publishers you advertise with? The differences are extreme.

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects. Now, you are ready to use content marketing to raise the profile of your company overall. Where do the line up exactly?

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4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Track the response rate (click rate or content view rate) of contacts from each source. Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue.

4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Content Social Media zombieWhat, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead. Agencies are Dead. Media companies are Dead. Did TV kill radio? After more than 50 years, radio is still here. See the pattern here?

Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic. Recently I published tricks I have learned to discover who is sharing your content on Twitter and LinkedIn and how much traffic each is driving. Beyond infographics, are you seeing B2B marketers create content that is worth pinning?

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

There are easy ways to create good content, right? Creating good content is hard. If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run. Easy Content Myth 1: Just Post Your Slides On SlideShare! Easy Content Myth 2: Just Record It. Sorry. Not so fast.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. In addition, if you are asking visitors to register for content and they already value your perspective, they are more likely to value the content you are offering as well! Instead you care about the number of marketing sourced leads.