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. The Content Sell.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 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. With limited time and space, newscasts, prime time schedules and papers have been carefully assembled from the best available content. Curated Sourcing Just as content is curated, sources are curated.

Curation 100

Curation Activities Media B2B Thought Leadership 100

Digital B2B Marketing

AUGUST 20, 2013

If you cannot afford to measure it through traditional surveys, use brand searches (reported by Google tools) and branded search traffic (use Google Webmaster Tools to avoid the impact of logged in users) as a very rough but useful proxy over time. Is Your Traffic Growing. Pay attention to where traffic is coming from.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

DECEMBER 12, 2013

The result: marketers are forking over big budgets to be able to publish on media properties like Forbes, but they are getting just a tiny fraction of the traffic to their content that staff journalists are getting. The difference between what we expect of editorial content and articles like this is night and day.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

MARCH 15, 2012

Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. Content Is at the Core Content strategy and development is core to inbound marketing. Your content is what makes finding you valuable. The content may be valuable, but the experience is degraded.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 21, 2013

It is happening because web analytics packages are dramatically underreporting traffic from Twitter. When your web analytics package doesn’t recognize that traffic is coming from Twitter, Twitter doesn’t get the credit it deserves. Twitter Traffic Is Significantly Understated. How many leads came from Twitter?

Twitter 100

Twitter Marketing Analytics Tools Social Networks Social Media 100

Digital B2B Marketing

JULY 11, 2013

Of those, more than 50% often come through your website and branded search traffic, not from any specific marketing campaign! PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. Increased Site Traffic. The Lead Generation Opportunity Gap.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MARCH 7, 2012

” The most common functional definition of inbound marketing is the combination of search, social and content. However, in a day when content mills and automated curation tools use content to drive search and social traffic , these common definitions of inbound marketing fall short. Social media?

Inbound Marketing 100

Inbound Marketing Customer Satisfaction Curation Broadcasting 100

Digital B2B Marketing

APRIL 25, 2013

Here is the problem: As an individual building your own personal brand or as a marketer, you have taken the advice to share other people’s content to heart. Over the course of the next three months, traffic from this individual’s Twitterfeed posts dwindled, finishing March with less than 1/4 of the visits sent in January.

RSS 100

RSS Social Media Twitter Traffic 100

Digital B2B Marketing

SEPTEMBER 27, 2012

On the same day, this site ( B2B Digital Marketing , in case you are reading this elsewhere) received more search traffic than ever before. Google search traffic was up 20% over the previous one-day high and was nearly 40% higher than the average from the prior three weeks. It wasn’t because of great content.

Godaddy 100

Godaddy Marketing Management Planning Marketing & Strategy 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Being worth discovering and sharing (content). Traditional media properties continue to be major traffic drivers and that traffic can kickstart social sharing and linking. Filed under: Content , Demand Generation , Social Media. Being recommended (social media). Making marketing contacts channel agnostic.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Demand Generation 100

Digital B2B Marketing

MAY 1, 2012

You are creating great content and your website delivers a great experience with a strong conversion rate. Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment.

Inbound Marketing 100

Inbound Marketing Budget Programs Paid Search Agency Digg 100

Digital B2B Marketing

JANUARY 9, 2014

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. Many, like the media companies of old, are using content to earn that attention. The Black Hole of Content.

Marketing Report 100

Marketing Report Social Media Email Marketing Traffic 100

Digital B2B Marketing

SEPTEMBER 27, 2011

Being discovered (search and PR) Being recommended (social media) Being worth discovering and sharing (content) Making marketing contacts channel agnostic The first three elements represent inbound marketing with the addition of PR.

Paid Search Agency 100

Paid Search Agency Marketing Automation Services PR Social Media 100

Digital B2B Marketing

JANUARY 12, 2012

Is social sharing a success measurement for your content? Is traffic a key goal? High volume, low cost traffic sources will immediately your metrics, but they may not improve your business. Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results.

Enterprise Management 100

Enterprise Management Planning Cost per Lead Banner Ads 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

NOVEMBER 8, 2011

The importance of fresh content increased last week for 35% of all Google searches ( announcement ). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it. I often hear marketers say their older content is still relevant.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Barriers Google 100

Digital B2B Marketing

JANUARY 19, 2012

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. To maximize the traffic benefits, you need the Google+ account that shared the information to be an account your audience trusts. Create content that is worth sharing. Yes, it certainly can.

Google 100

Google SEO Brand Identity Branding 100

Digital B2B Marketing

NOVEMBER 27, 2012

Retargeting From Social Media Like many B2B marketers looking to drive engagement, you share content and drive conversation around other people’s content. But when you focus on promoting other people’s content, you don’t have an opportunity to capture a potential lead. Newsletter or email marketers.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

OCTOBER 4, 2011

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

OCTOBER 23, 2012

Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. Historically LinkedIn could be used to share content, but outside of the business networking, or “social”, features, there wasn’t a reason to visit regularly.

Linkedin 100

Linkedin Cost Per Thousand CPM Business 100

Digital B2B Marketing

MARCH 7, 2013

However, very few marketers will see a large enough improvement to justify making banners a core part of their program over search, content syndication , email or other stronger lead generation tactics. A great offer (not just content) can improve both click rates and registration rates. It is dirt cheap. One Last Time.

Banners 100

Banners B2B Marketing Leads Lead 100

Digital B2B Marketing

NOVEMBER 3, 2011

Proponents applaud the easy exposure and traffic, detractors point to lower quality content being broadly shared and higher sharing volume. Here are places the change should be reflected: Product Roadmap: The roadmap should reinforce Triberr is more than a way to syndicate your content through other people.

Twitter 100

Twitter Work Management CAN-SPAM Paid Search Agency 100

Digital B2B Marketing

OCTOBER 4, 2011

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Demand generation marketing that requires a prospect to take time to register in anticipation of taking additional time to consume the content or information that is offered cannot rely on out of context advertising.

Demand Generation 100

Demand Generation Demand Buy Generation 100

Digital B2B Marketing

FEBRUARY 21, 2012

Media and press are tauting the ability of Pinterest to drive traffic and the time spent on Pinterest. Hubspot : In classic Hubspot style, Hubspot’s boards are all about content. However, Eloqua and Marketo, both generally early adopters in content marketing areas, remain notably absent on Pinterest. I believe there is.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

Digital B2B Marketing

JULY 12, 2012

One caution when using Google Ad Planner: sites like SmartBrief in the example above are often included in the results because traffic is redirected through them. Twitter Streams and Content Curators What sites do people in your audience read? Tip: if individuals share content using the popular bit.ly

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B 100

Digital B2B Marketing

MARCH 25, 2013

Buy your keywords in the text of articles on news and content sites. Retargeting doesn’t have to stop with your site traffic. You can also include competitors products that may be restricted in traditional search. Providers: Simpli.fi, Chango, Fetchback. InText Ads. Providers: Vibrant Media, Kontera. Use Your Own Audience Data.

Advertisements 100

Advertisements Advertising DemandBase B2B 100

Digital B2B Marketing

JANUARY 24, 2013

See 7 Steps to Find Your Content Marketing Sweet Spot for tips on avoiding this. This blog may have great content, but without the commitment to see it through, it loses momentum as quickly as it gains it. This blog loses both a source of traffic and means of discovery. ‘Nuff said.

B2B Marketing 100

B2B Marketing Paid Search Agency B2B Press 100

Digital B2B Marketing

MAY 27, 2011

I have spoken with a number of B2B publishers that report 8% to 10%, or more, of their traffic is now from mobile devices, and it is growing. With applications like Posterous, WordPress and Blogger available for iPhone and Android, content creators are now creating on their mobile devices. Mobile Changes How We Create.

Mobile Marketing 100

Mobile Marketing Blogger B2B Marketing Social Networks 100

Digital B2B Marketing

MARCH 13, 2012

The latest report shows Pinterest now drives more traffic than Twitter. You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic. How much traffic does each Pinterest pin drive?

Traffic 100

Traffic Marketing Analytics Tools Domain Content 100

Digital B2B Marketing

OCTOBER 17, 2016

Sure, we talk about a buyer journey or about carefully mapping content. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Serial content consumers. Only score meaty content. But at the end of the day, what are we doing?

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

OCTOBER 25, 2012

In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value. But how do marketers reach a large audience with their content? Does your content measure up? The bar for quality is higher than ever before.

Advertisements 100

Advertisements Advertising Content Marketing Advertorials 100

Digital B2B Marketing

MARCH 4, 2014

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. The combination of audience and targeting consistently put it in the consideration set and LinkedIn is already a solid traffic source for many B2B marketers. What should you expect going in? Get Ready To Pay.

Linkedin 100

Linkedin Content Marketing Advertising Agencies Content 100

Digital B2B Marketing

JUNE 21, 2011

In addition, despite the number of reported LinkedIn shares, this blog has less traffic from LinkedIn in the last week than from HootSuite, and consistently receives significantly more traffic from Twitter than from LinkedIn. If your audience is marketing, that probably describes nearly everyone that would tweet your content. [If

Linkedin 100

Linkedin Content Ideal Customer Profiles Aggregators 100

Digital B2B Marketing

APRIL 24, 2012

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. The Oversharing Trap Oversharing generally starts with a reasonable purpose: share valuable content in order to serve and grow an audience.

Social Media 100

Social Media Media Content RSS 100

Digital B2B Marketing

MARCH 11, 2011

This is the content you slaved over and chased your subject matter experts for weeks, even months, for. And the days tick by, until one day your content is out of date, its jail term turned into a forgotten life sentence. Your content was developed to support your position. Your content will be sharable.

Peer-to-peer 100

Peer-to-peer Content Digg Demand Generation 100

Digital B2B Marketing

SEPTEMBER 19, 2013

Native advertising, and more specifically native content publishing, is hot. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content. BrandVoice Traffic Vary Widely. BrandVoice Potential Annual Content Distribution.

Advertisements 100

Advertisements Advertising Research Distribution 100