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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?

A Content Formula for Complex B2B Organizations

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

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.

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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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?

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.

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.

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

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 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?

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."

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.

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.

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.

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

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 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?

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.

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.

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.

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.

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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.

The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. But if you are you looking for the best content marketing examples you’ve come to the right […]. The post The Best Content Marketing Examples appeared first on Marketing Insider Group. Content MarketingThere were actually 106 examples there but “99+” felt better.

Content shock re-visited, the content marketing myths and realities

grow - Practical Marketing Solutions

They realize that producing content is a great way to increase awareness for their agendas and brands. Perhaps they’ve read my book  The Content Code , which articulates this very strategy. I was incredibly disappointed my article didn’t make the cut. In any event, the cost of producing this content is going to go up, up, up. Content Shock is certainly here to stay.

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.

Manufacturing Content Marketing Trends and Challenges

Industrial Marketing Today

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Industrial content marketing Manufacturing content marketing

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  The amount of content exploding online is staggering. 

How to Get More Results Out of Less Content

Act-On

According to the Content Marketing Institute and Marketing Pros, marketers have been creating quite a lot of content over the past few years ‒ and it looks like most of us will create even more of it this year. wonder if putting so much of our resources into creating more and more content might actually be a mistake. Here’s why: We’re not making the most of the content that we’ve got. Most of us aren’t optimizing our older content by republishing it, either. Do them consistently, and you might be able to create less content and still get more results.

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The Psychology of Colors in Content Marketing

B2B Marketing Insider

Design plays an important part in content marketing. In turn, sites that rely on content marketing tactics like blogging need to use images to help break up the text and give their readers’ eyes a break. […]. The post The Psychology of Colors in Content Marketing appeared first on Marketing Insider Group. Content Marketing

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

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

The five great questions of content marketing

grow - Practical Marketing Solutions

These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. Breaking through the noise. “We can create ‘great’ content, but how do we guarantee it is seen? Seamless content creation. want to make sure we all seamlessly collaborate on content creation.”. 4. By Mark Schaefer. Competing funding levels. ” 5.

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West ( @ misslindawest ), Director of Digital Marketing at Act-On Software , a rapidly growing company that makes a marketing automation Software as a Service (SaaS). Shift in Customer Behavior in Content Marketing. How a technology company used its employees to generate quality content.

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Content Shock is here. Now what?

grow - Practical Marketing Solutions

About two years ago, I wrote a blog post called Content Shock: Why Content Marketing is not a sustainable strategy. The premise behind Content Shock is simple. My post was a call to arms, pointing out that what worked in content marketing a few years ago — when content was a novelty — will not work in this era or overwhelming information density.

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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