Reputation to Revenue

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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.

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 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

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.

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

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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.

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?

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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.    .

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

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.

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?

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 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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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.

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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.

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.

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.

10 Digital Trends to Inspire Your 2017 B2B Content Marketing Strategy

KoMarketing Associates

With 2017 less than two months away, it’s time to start thinking about your 2017 B2B content marketing strategy and how to get the most out of your efforts. With this in mind, we’ve pulled together a list of ten digital marketing trends that should be considered by all when thinking about next year’s content strategy. 1. Content Management Inefficiency Abounds.

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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?

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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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

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period. 

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

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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How to Create Irresistibly Shareable Content

KoMarketing Associates

Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What Enjoy! The Place.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales. This is only a content summary.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). This is only a content summary.

13 Suggestions for Content Marketing Inspiration

KoMarketing Associates

One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The newfound bounty can power content marketing efforts for a few weeks or even longer. So how can a content marketer keep a spark file of fresh ideas and stave off the boring, overdone, or stalled ones? Here are some suggestions for finding your content marketing inspiration.