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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. As documented in last year's MarketingProfs and Junta42 study , "producing engaging content" tops the list of challenges for content marketing; "producing enough content" is second. What types of content work best in your world?

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Strategic Alignment: The best programs are tightly wired into the company's growth strategy and priorities to make sure they focus on developing the references and success story content that matter most to the rest of marketing and sales. Tracking and reporting on reference activity and content usage. Great products may sell themselves based on features or price.

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

Reputation to Revenue

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. Indeed, there are four levels of content sharing that B2B marketers should include in their social media mix. Four Levels of Content Sharing. anxious to share the content wealth. Do you agree?

Sustainability best practices can guide social media too

Reputation to Revenue

B2B companies anxious to get started in social media often get caught up in the tools and tactics of disseminating content and building follower lists. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations. Focus on what matters. Social media is similar. Do you agree?

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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

Reputation to Revenue

Most important, the content and events that she saw from marketing were simply too generic. It's an obvious point, but how often do we produce marketing content, organize events, and build sales tools without being grounded in those direct relationships? This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide.

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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.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

How should we produce and package thought leadership content? IBM's 360 degree campaign for the CEO study included traditional activities (email, Web, direct mail, advertising, press and analyst briefings, sales enablement, video, etc.) 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. How should we promote it? How can we measure success? Innovative beyond customer imagination. Globally integrated.

Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

All too often, at least in my experience in the tech sector, marketers investing in thought leadership view social media primarily as a channel for disseminating content.  As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. Make sense?

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

The four engines of B2B marketing success

Reputation to Revenue

Content Engine: As the need for more and better content continues to grow, marketing leaders have realized that they need an integrated "content engine" that consistently produces compelling content for every stage of the buying cycle. Four Engines for B2B Marketing Success . Get each of the engines humming smoothly and results are sure to follow. What do you think?

Two cheers for Eloqua's Content Grid

Reputation to Revenue

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. My small beef is with the definition of "content marketing" that underlies the grid. What I don't agree with, though, is the equation of content marketing with inbound marketing.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

More often, however, I see situations where the rhetoric far outpaces the reality: A large IT services firm aggressively (and expensively) using Twitter and other social media primarily as just another channel to pump out corporate-designed messages and content. Why do we hear so much talk but see so little action? It is happening to some extent, of course. Am I right to be so critical?

The urgency of B2B content marketing

Reputation to Revenue

Tags: Marketing Media Thought Leadership American Business Media B2B content contentmarketing magazines marketing media thought leadership

Content Marketing Playbook: Strategy and Roadmap

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

  A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. YouTube is more about serendipitous surfing for randomly interesting content. Are you an aggregator of everyone else's best content? But they also differ greatly from each other."

Marketing as media: Are you in the top five?

Reputation to Revenue

We need to understand our audiences better, produce more compelling and engaging content on a regular basis, and facilitate ongoing conversation around issues and ideas that matter most to them. Are you producing, curating, and sharing enough great content on a regular basis in a variety of compelling and convenient formats to inspire your key stakeholders to keep coming back?

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

If we can produce interesting and useful content, and use social media and other platforms to spread the good word, we at least have a chance of getting into the conversations that our customers and prospects actually want to have.  Content tends to overemphasize company promotion and underemphasize customer and market evidence. . We're still learning, too.    .

Marketing lessons from the Grateful Dead

Reputation to Revenue

Give away great content and make it easy to share. Crazy week last week, but it was hard to resist the HubSpot webinar, Marketing Lessons from the Grateful Dead -- at least for me and 800+ other Dead-loving marketers. Along with loving the music and concerts, I've always thought the Dead's freewheeling, performance-oriented approach represented a great example of American entrepreneurship.

Definitive Guide to Planning a New Content Initiative

to plan and produce effective content for their respective companies. content initiative planned, launched and firing on all cylinders. In today’s noisy digital world, it’s more important than ever that marketers have a well- defined strategy for each content initiative. 11 Have we chosen a content topic or area of focus that we can sustain? Countless content.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

The fast-growing provider of "inbound marketing" tools promotes the concept relentlessly with a daily dose of useful content for marketers on how to build awareness and generate leads through search engine marketing and social media. 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.

B2B 2

Blog as hub, site as spoke

Reputation to Revenue

You want to demonstrate expertise, regularly refresh content to drive better search performance, and minimize site maintenance workload. What about all those offerings, success stories, executive bios, and the rest of the content that fills endless pages on large corporate sites? With the blog as a hub." blog makes perfect sense. What about larger companies? Well, maybe.

The lure of cheap content, continued

Reputation to Revenue

I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing.  Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content. According to AdAge , major publishers including Thomson Reuters, Hachette Filipacci, and Cox Newspapers are outsourcing article production to cheap content mills that pay freelancers as little as $5 per article. Aargh! know times are tough for the media, but really folks.

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The hard questions about social media for B2B solutions providers

Reputation to Revenue

Executing with social media requires a diverse set of skills, including content development, recruitment, conversation, facilitation, analysis, and, most of all, LISTENING. The skepticism about social media for B2B is pretty much gone by now. How do we get their attention? Do we have the skills? Lots of people talk the social media talk, but can they really deliver? How can we minimize risk?

B2B 2

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

Can corporate journalism work?

Reputation to Revenue

B2B marketers know that the demand for content is growing every day, and that thinking like a publisher is increasingly central to making marketing work. Tags: Marketing Media Reputation Social Media Thought Leadership content corporate journalism marketing media news socialmedia thought leadership Read an interesting post by Ike Pigott today (thanks Amber ) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists.  To some extent, this isn't that new. Well, maybe.

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

They can also search the feature to find the content they need or something close to it. I love this new effort from Samsung  to generate helpful user questions and answers on the BestBuy.com. As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. Samsung" appears.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. But does more content result in better content? We could get more strategic about curating some content. So what to do?  .

The 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

7 Content Marketing Mistakes Costing You Time and Money

Act-On

Content marketing is getting harder. Ironically, it’s because of the content itself. There’s just a crazy amount of content available right now. Here’s what the increase looks like year over year: That rate of content publishing – sometimes called content “velocity” – isn’t going to stop. Because it appears the more content we publish, the less engagement we get.

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Should your content generate leads or relationships?

grow - Practical Marketing Solutions

His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” Should content generate leads or relationships? ” I asked.

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content. Behavior-Based Content. Don’t call them, they’ll call you. How did they find your site?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

3 Things Jerry Seinfeld Can Teach Us About Creating Quality Content

Act-On

Jerry Seinfeld’s show “ Comedians in Cars Getting Coffee ” is not just good fun – it’s also built on a simple foundation of quality content gold, which you can replicate without breaking the bank on antique automobiles. Jerry the content genius. Jerry’s first content trick: Don’t reinvent the wheel. He calls his guest and asks him or her out for coffee.