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

JUNE 11, 2012

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? Content curation can be a valuable activity. However, the content curator and librarian are not the thought leaders.

Curation 100

Curation B2B Thought Leadership Thought Leadership Emarketing 100

Digital B2B Marketing

JULY 9, 2012

Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can either devolve into a series of reactionary random acts of marketing or take the changes in stride. Is your content strategy and organization up to the task? They select a competitor.

Content Marketing 100

Content Marketing Planning Marketing Management Content 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. Really folks?

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Differentiation Content 100

Digital B2B Marketing

AUGUST 7, 2012

Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the core. Content is definitely one path, and the path most companies traditionally take.

Inbound Marketing 100

Inbound Marketing Planning Paid Search Agency Content 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. Really folks?

Marketing Automation Services 100

Marketing Automation Services Differentiation Content Paid Search Agency 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. Break it up.

Content Marketing 100

Content Marketing Tips Content Act-On 100

Digital B2B Marketing

OCTOBER 15, 2013

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Start incorporating content into your advertising. And they’re right. So what else can you do?

Paid Content 100

Paid Content Distribution Advertising Agencies B2B Marketing 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. Consumable.

Buying Cycle 100

Buying Cycle B2B Thought Leadership Content Hubspot 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

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

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 Just how much more engaging is editorial content?

Advertisements 100

Advertisements Advertising Banner Ads Banners 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. Here are two recent examples: Oppenheimer published their view on why actively managed funds are key in emerging markets.

Advertisements 100

Advertisements Advertising Google Work Management 100

Digital B2B Marketing

NOVEMBER 8, 2012

As investment shifts, we will see at least three changes that drive up the cost of inbound marketing: More Content. When more content competes for attention, marketers need to produce more content, produce higher quality content or invest more in promoting their content in order to get the same attention.

Inbound Marketing 100

Inbound Marketing Cost Barriers Sample 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

SEPTEMBER 2, 2014

Your prospects spend the vast majority of their time doing everything except opening your emails, visiting your site or viewing your content. A little bit more data can completely change our view! You can’t rely on your own data. Case 3: You say clicks don’t matter? There are many new ways B2B marketers can use data.

B2B Marketing 100

B2B Marketing B2B Click Rate Marketing Automation Services 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

MAY 7, 2012

View original on Pinterest You are ready for social media. Creating Content Your social media plan likely calls for creating some type of content daily (hopefully), and definitely weekly. When you start, you probably have 20 or 30 pieces of content. You have staff, tools and resources. You have executive support.

Budget Programs 100

Budget Programs Social Media Curation Case Study 100

Digital B2B Marketing

JANUARY 7, 2014

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, or content marketing, is facing a number of challenges. Could it be because only some marketers will get these kinds of returns on content marketing?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Cost per Lead Correlation 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

AUGUST 23, 2012

What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. Observed behavior, including the marketers website, content and email, as well as social media and other observable behavior.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

DECEMBER 20, 2011

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. Your Turn If you are willing to share, how do you measure the thought leadership impact of your content marketing?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Lead Generation Webcast 100

Digital B2B Marketing

MAY 22, 2012

One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. Does Your Content Create A Barrier? Only 40% share webcasts.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

Digital B2B Marketing

JULY 14, 2011

Licensed analyst content to promote on its site and via advertising to capture leads. Made a bold leadership position claim, supported with solution-focused content. I do believe real thought leadership marketing is possible, but very few companies are embracing this view of it. About Eric Wittlake.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Wikipedia Paid Search Agency 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

OCTOBER 18, 2011

A New Access Layer When we visit web pages or view content, we will see both the underlying content and the social interaction that has happened. Both digital content and the social media interactions will be presented together. Both digital content and the social media interactions will be presented together.

Social Media 100

Social Media Media Linkedin Landing Pages 100

Digital B2B Marketing

MAY 9, 2011

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Effective Content Marketing. Content is at the heart of how marketing serves.

Marketing Management 100

Marketing Management Demand Generation Agencies Demand Generation B2B Sales 100

Digital B2B Marketing

MAY 31, 2012

What Is Your Content Really Worth? These forms are asking for far more than the content is worth. A quick Google Street View check confirmed the salon was across the street and the phone number was in the window! Share your view in the comments below or with me on Twitter ( @wittlake ).

B2B Marketing 100

B2B Marketing Planning B2B Webcast 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

APRIL 30, 2012

View on Pinterest Not only are the trends towards digital, social, mobile and content changing the B2B marketing landscape, the roles of agencies, publishers and marketers in that landscape are blurring as well. This is one more introduction in a long line of changes that are blurring traditional roles in the marketing landscape.

Advertising Agencies 100

Advertising Agencies Paid Search Agency Ad Agencies BtoB 100

Digital B2B Marketing

MAY 28, 2013

You will have two profiles for every visitor and you will not have a complete view of what a visitor has done. Dynamic Content Triggers Will Misfire. Someone may be highly engaged on your microsite, but your dynamic content triggers will show basic 101 content when that same person comes back to your corporate site to learn more.

Microsite 100

Microsite B2B Marketing Domain B2B 100

Digital B2B Marketing

DECEMBER 4, 2012

A good valuation methodology lets you look beyond the results of a current campaign and get a better view into the long term impact it will have on your business. Engage Differently How will mixing up the content you share or focusing more on creating discussion impact your marketing? Image by Lily15 (Hungarian Wikipedia) CC-BY-SA-3.0

Wikipedia 100

Wikipedia Social Media Hubspot Sample 100

Digital B2B Marketing

MAY 13, 2014

You share my content, I’ll share yours! “The feature will also be a boon for many businesspeople who use the service, as it allows you to pay someone you’ve networked with the courtesy of a follow on Twitter, even if you’d rather not consume the content in their Twitter stream.”

Twitter 100

Twitter CAN-SPAM Paid Search Agency Work Management 100

Digital B2B Marketing

APRIL 9, 2012

Here are two of the easiest opportunities for many B2B marketers to execute on: Repurpose existing content. Examples include slides using a platform like Brainshark and creating short videos based on the content of existing blog posts. Make video part of your content schedule , similar to blog posts and articles.

B2B Marketing 100

B2B Marketing Video Marketing B2B Paid Search Agency 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.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100