Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

NOVEMBER 14, 2011

Thursday’s B2Bchat discussion focused on content marketing for B2B. Join the Discussion Do you have a view on content marketing in B2B? Highlights from the discussion along with my own summary and commentary are inline below. You can also see the summary on Storify.

B2B Marketing 100

B2B Marketing B2B Content Twitter 100

Digital B2B Marketing

OCTOBER 30, 2012

How can B2B content marketers, who are often marketing complex products and need to share a meaningful level of detail, be effective in this environment? Be Brief Attention spans are short, your content should be too. Use bullets, indexes, short paragraphs or formatting to make your content easy to skim.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

JANUARY 26, 2012

Today, marketers are locked in a battle for attention. As individuals, we are flooded with more marketing messages than we can consume. To date, the currency that purchases our attention is content. Content that is useful and connects with our priorities, content that entertains, content that teaches.

Content Marketing 100

Content Marketing Planning Webcast Lock-In 100

Digital B2B Marketing

JUNE 14, 2012

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. Content that drives overall visibility for your company is different.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JULY 21, 2011

Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Ideally, your content is easily discovered, naturally making you and your content a resource. But how do people find your content? Five Signs of Illusion. About Eric Wittlake.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JUNE 21, 2012

That definitely would not be marketing. It is an example of content marketing that many B2B marketers can learn from. Here are a few of the things that set this video apart as part of a marketing program. Here are a few of the things that set this video apart as part of a marketing program.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

Digital B2B Marketing

MARCH 12, 2014

You know millions of people saw your content. A 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.

Intent 100

Intent Long Tail Marketing Marketing Automation Services Content 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet [.]. I could read them for hours, choosing different paths and seeing each outcome unfold. As a child, these books gave me a sense of control, they engaged me with choices and opportunities throughout the book.

Content Marketing 100

Content Marketing Content B2B Marketing Marketing 100

Digital B2B Marketing

SEPTEMBER 22, 2011

Today, B2B marketers use content to meet the information needs of their audiences. However, the experience is often built on the assumption the marketer knows best , with a carefully planned stream of content dictated for each person. Provide Choices Throughout Content. B2B buyers are well educated adults.

Planning 100

Planning Content Marketing Webcast Content 100

Digital B2B Marketing

SEPTEMBER 14, 2011

Automation has made your algorithm, primarily your selection of sources , more important than the content itself. I follow people that, with the addition of automation tools, now share more content than I have time to read, even if they were my only content source. It has disconnected you from your best content sources.

Automation 100

Automation Content Curation Twitter 100

Digital B2B Marketing

MARCH 12, 2013

Looking at most B2B marketing, the answer is clearly “no, you don’t.” ” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your outbound marketing and sales process. Potential Goals for Your Content. And that is ok!

Content 100

Content Comparison Trust Marketing Distribution 100

Digital B2B Marketing

APRIL 17, 2013

The latest killers are the social media and content marketing stars. Marketing is a spectrum. Comparing different parts of the marketing spectrum is like comparing visible light to X-rays; “better” is entirely dependent on your purpose. The Spectrum of Marketing. Conveniently, content is the next step.

Advertisements 100

Advertisements Advertising Mobile Advertising Webcast 100

Digital B2B Marketing

MAY 14, 2012

” We are flooded with content. Blog posts and other content are clamoring for attention with louder promotions and catchier headlines in an attempt to cut through the content clutter. Yes, headlines like Why Your Content Sucks. Your audience doesn’t want good content. The goal is not content.

Content 100

Content Buyer's Journey Education Marketing Prospects 100

Digital B2B Marketing

JUNE 12, 2013

Congratulations, you are a B2B content marketer. You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners. Your content doesn’t tell people how to buy from you or why they should buy from you. As it should.

Lead Scoring 100

Lead Scoring Lead Ranking Buyer's Journey Leads 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

JUNE 11, 2012

B2B marketers are looking for a shortcut to thought leadership , but the shortcut many are taking lead somewhere else completely. 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?

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

OCTOBER 11, 2011

Nearly every marketer in every industry has heard the cry “Content is King“ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

Content 100

Content Ads Social Media Marketing 100

Digital B2B Marketing

JULY 3, 2012

Increasingly, marketers are adding content curation to their marketing activity, often with objectives of sharing a certain amount of content each day. Ardath Albee ( @ardath421 ) has a sample to-do list for a content marketer in Show Quantity the Door. That doesn’t mean curation is not valuable.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

JULY 10, 2012

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers. Definitions: Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts.

Lead Generation 100

Lead Generation Telemarketing Generation Eloqua 100

Digital B2B Marketing

APRIL 20, 2011

You have committed to content marketing, you have invested in creating content, and your website has turned into a veritable content hub. At every turn, you offer related content to entice a registration and get someone to opt in to to your drip and nurture program. Your content is not free. Your Promise.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

MAY 30, 2013

Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well. So how do you pair your outbound marketing activity with your inbound marketing? How Outbound Marketing Contributes to Inbound Marketing.

B2B Marketing 100

B2B Marketing Banners Paid Search Agency Inbound Marketing 100

Digital B2B Marketing

SEPTEMBER 1, 2011

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. In fact, you probably aren’t required to share content at all.

Social Media 100

Social Media Media Content Rules 100

Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. It is time to step back from planning content for the buying cycle and focus on Stage Zero Content.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 100

Digital B2B Marketing

MARCH 1, 2012

Increasingly, marketers don’t know where their content is either. Here are two examples and four steps you can take to protect your content. Here are two examples and four steps you can take to protect your content. Sage’s content is being promoted on Hey, It’s Free!, Monitor your content.

Enterprise Management 100

Enterprise Management Advertising Agencies Banner Ads Marketing Management 100

Digital B2B Marketing

MARCH 25, 2011

With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. As marketers become publishers in their own right, it is natural they become expert content curators also. Curated Sourcing Just as content is curated, sources are curated.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

APRIL 18, 2012

Sure, your content is excellent. Marketers get caught in the same trap with their content. Marketers get caught in the same trap with their content. From your perspective, your content may be unique and valuable, but that isn’t the perspective that matters. But is that how your audience sees it?

Content 100

Content Education Twitter Best Practices 100

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. The purpose of your content is to deliver information.

Buyer's Journey 100

Buyer's Journey Trade Show Content B2B Sales 100

Digital B2B Marketing

SEPTEMBER 1, 2011

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. Here are three steps I am taking to bring my content standards back up. I hope you will join me.

Social Media 100

Social Media Media Content Demand 100

Digital B2B Marketing

JANUARY 7, 2014

Now, consider some of the popular statistics used to support inbound marketing. Inbound marketers have a lower cost per lead (slide 60). Some inbound marketers don’t include the cost of their time, and very few estimate the cost of including executives in content development. Inbound Marketing’s Challenges.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 100

Digital B2B Marketing

APRIL 26, 2011

The sponsorship included advertising as well as custom integration of the sponsors content into the site, and allowed a comparison of the performance of various components. Sponsored resources: A small text link to access content from the client is getting 2.5x As a marketer, you should be encouraged by the sponsorship results.

Advertisements 100

Advertisements Advertising Banner Ads Banners 100

Digital B2B Marketing

SEPTEMBER 14, 2011

You find a great blog, read regularly, and tweet or share everything posted. So why not automate sharing what you already share, and get a few minutes back each day? On the surface, it seems logical. However, if you are using automation, it likely is having side effects. Automation has made your algorithm, primarily your [.].

Automation 100

Automation Content Effectiveness Social Media 100

Digital B2B Marketing

OCTOBER 16, 2012

Outbound marketing is about interruption. Inbound marketing is about discovery. So why is inbound marketing a better way to market? Outbound Marketing Outbound marketing interrupts what you are doing and asks you to change. In inbound marketing, discovering your content is natural. But so what?

Inbound Marketing 100

Inbound Marketing Webcast Banner Ads Banners 100

Digital B2B Marketing

JANUARY 3, 2012

Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. However, when marketing ideas initially move from early adopters to the majority of marketers, they tend to lose their luster. Early adopters have vision.

Planning 100

Planning Paid Search Agency Mobile Marketing Marketing & Strategy 100

Digital B2B Marketing

APRIL 9, 2012

Just over half (52%) of B2B marketers are now using video, a 27% increase over the year before. However, that means nearly half of B2B marketers are not using video yet. Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 23, 2012

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.

Twitter 100

Twitter Linkedin Stats Marketing Analytics Tools 100