You see, the goal is to spread your content as far as possible, though in a very targeted way, based on where and how the defined readership interacts with the content. But one key thing publishers have always focused on that B2B marketers traditionally have not is the profitable creation and distribution of massive amounts of content. So how do you begin to find or create the content you will need to succeed? These posts are for marketers interested in learning how publishers think and act. It is by no means exhaustive or all inclusive. Circulation Circulation is readership. Sign up. MORE >>

It is important to convey that the opportunity cost of not participating in social media is real, but the bottom line value is in what can be gained from customer interaction and engagement. The job is often handed to the PR pros, online marketing executives, customer service managers, or anyone who recognized the power of social media early on. Early on you saw the potential power of social media through direct engagement with customers – and now you’re tasked with setting the social strategy and direction for your company. The good news is that you are not alone! Or Does It? MORE >>

We recognize the need to be where our customers are interacting with content. Much can be learned from the direction SAP is heading and the focus you have on learning your customers and engaging with them where and how they would like to be interacted with. One of the ways we are delivering on that vision is through interviews with B2B marketers. Thus far those interviews have included Jeffrey Hayzlett , Stacey Holleran , and Gord Hotchkiss. Today, I introduce you to Michael Brenner ( @BrennerMichael ), the Director of Online and Social Media Marketing for SAP. Enjoy the read. MORE >>

If you have other interactive tweets and actions happening, that means that you have the engaged following that you need to be successful with this. Many marketers who have discovered tips or tricks about their field keep those items close to their chest. It’s understandable why they would want to preserve these secrets, whether for competitive advantage, job security or simple jealousy. They use these strategies to help create leads for their sales teams, and watch their secret tools or methods mature over time and find ways to improve them or get a little more out of them. MORE >>

You want viewers to interact with you to increase organic search rankings. Conventional wisdom says that you would use every tool at your disposal to reach potential business prospects. That’s not always the case, however. B2B companies have long resisted video as a means of marketing, but that medium is gradually becoming more accepted. Below are a few reasons businesses have been slow to produce and post marketing videos, as well as tips for transitioning to an effective marketing strategy that embraces video. Video Optimization Seems Daunting. It sounds redundant, but it works. MORE >>