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.

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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

The lure of cheap content in B2B marketing

Reputation to Revenue

 An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The goal of the content mills is to crank out a huge volume of search-oriented content for the web as cheaply as possible and sell advertising against it. In this context, can we really afford cheap content?

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B2B ads worth spreading

Reputation to Revenue

For more and more B2B firms, thought leadership and educational content are the new advertisements. If you pulled together a group of your customers and asked them to review your thought leadership content side-by-side with that of all your competitors, would they pick yours among the winners? It wasn't an original idea. So what's the B2B connection? Am I setting the bar too high?

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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.

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.

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.

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.

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?

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.

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.

FAQ 2

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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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.

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.

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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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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25 Content Marketing Tools To Jumpstart Your Content Marketing Strategy

B2B Marketing Insider

Creating and finding good, relevant content to share with your target audience is hard work. But thankfully there are lots of great time-saving content marketing tools out there to make this process easier for you. have listed some of my favorite tools below to help you brainstorm content ideas and put together great content […]. Content Marketing

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The business case for unbranded content

grow - Practical Marketing Solutions

In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Why would you create content and not even take credit for it? Using unbranded content when branding is impossible.

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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.

The 12 Hottest Tools for Content Promotion

B2B Marketing Insider

Content marketing is nothing without good promotion. There are a lot of people furiously writing great blog posts, spending hours a day, hoping that an insane amount of new customers will magically find their content and purchase their app, solution, merchandise or something else. Promotion was important before content marketing […]. Content Marketing

How to Create Dynamic Social Content

B2B Marketing Insider

Dynamic social content is content that evokes responses, earn shares, and meets a need. One way to determine whether or not your content is dynamic is to ask yourself if you would share that content if it came across your newsfeed. The post How to Create Dynamic Social Content appeared first on Marketing Insider Group.

10 Hacks for Content Marketers Who Have Little Time

B2B Marketing Insider

Yes, this entire content marketing thing is great. Heck, if done right the struggle for eyeballs might turn into a struggle for content, to satisfy the many readers you’ve got. The post 10 Hacks for Content Marketers Who Have Little Time appeared first on Marketing Insider Group. Content Marketing Content content curation content marketers guest blogging Social Media

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. 

Study: How Much of Your Content Marketing Is Effective?

Copyright © 2015 Contently. contently.com By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%

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.