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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. Publishers focus on the business side of media; editors are the ones that worry every day about content, tone, and reader/listener/viewer engagement.). We have to focus on providing "readers" and "viewers" (i.e., Who's In, Who's Out.

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

The best programs take a comprehensive approach with strong emphasis on three types of program activities: Live references, including customer-to-customer discussions, event presentations, media interviews, analyst briefings, and advisory group meetings. B2B marketers focused on high value solutions know that customer evidence is like gold. ITSMA has found this repeatedly in sales studies.

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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. Sharing content is far from the only element of a successful social media program.

Sustainability best practices can guide social media too

Reputation to Revenue

Listening to Hampson recount the impressive strides Capgemini has made in reducing the company's environmental impact, though, I couldn't help but think about how relevant his lessons were for B2B social media, as well. Social media is similar. With social media, the business case should similarly be a work in progress rooted in core business priorities. Focus on what matters.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Is sales enablement dead?

Reputation to Revenue

You can spend all day every day and still barely scratch the surface of all the dialogue, debate, and events exploring the "real" meaning of sales enablement, who is doing it well, what tools are most useful, and how social media will revolutionize the whole process. Sales Enablement is a huge topic in B2B these days. Forrester's upcoming forum is a great example.). The activity makes sense.

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B2B ads worth spreading

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Advertising Creating Demand Marketing Reputation Social Media Thought Leadership ads worth spreading advertising B2B content marketing marketing TED thought leadershipThe always interesting  TED  announced the winners in an intriguing new competition the other day: Ads Worth Spreading. It wasn't an original idea. So what's the B2B connection? Am I setting the bar too high? Do you agree?

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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. But the underlying idea of maximizing content with minimum investment is all too common in B2B as well, especially as business marketers scramble to keep up with the accelerating demands of content creation for lead nurturing and social media.

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Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

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. 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. 

Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

Especially as you begin to integrate social media across the business, you want more people engaging directly with customers, prospects, and other stakeholders. Ultimately, great thought leadership programs are built around experts -- experts in the subjects at hand, of course, but also experts in research, analysis, publication, social media, and collaboration. Boy, has that changed!

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Media fragmentation, information overload, and the power of social media make it critical that thought leadership marketers put substantial energy into getting the word out across a broad range of media and activities. Deloitte has similarly tapped a wide variety of media and activities to engage clients, prospects, and market influencers. For thought leadership marketing today, think multi-media, social media, and complementary online and offline engagement to build a strong presence wherever your stakeholders already spend their time. Do the Research.

Content Methodology: A Best Practices Report

and media formats. Landscape Channel and Media. Continuous Improvement When organizations publish content, they venture into the world of media. for their audience’s attention, including major publishers and media companies. modern media landscape, the “If you build it, they will come” mindset is doomed to. Social Media • Activation across. Content. In the.

The four engines of B2B marketing success

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He knows that's not enough, and is definitely interested in doing more with thought leadership and social media, but how best to reshape the overall strategy is not entirely clear. This should work across such areas as events, customer councils, account management, references, and social media. Four Engines for B2B Marketing Success . What do you think? Photo credit: Imnop88a.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

Taking off from the familiar point that the tech industry was always led by vendor-based innovation, Moschella outlined the fundamental shift underway in the early 2000s toward customer-driven innovation in industries ranging from media and financial services to health care and education. Why do we hear so much talk but see so little action? It is happening to some extent, of course.

Two cheers for Eloqua's Content Grid

Reputation to Revenue

It's all the fun thought leadership and social media stuff. Tags: Marketing Media Organization Sales Social Media Thought Leadership B2B content content grid content marketing Eloqua inbound marketing infographic marketing sales social media solutions thought leadership Nice job, folks! My small beef is with the definition of "content marketing" that underlies the grid.

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. And the main lesson here is not actually about social media, it's about customer service. Engaging more directly in social media might help, as Comcast is finding out, but the real answer is fix your service and don't give people reasons to shout -- or sing! 

Evangelizing a Content Marketing Program

brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 Internal Audit, External Audit, and Audience Identification Many brands only audit the external media landscape. could be Hollywood, could be Bollywood, could be the traditional media. The hotel giant.

Marketing as media: Are you in the top five?

Reputation to Revenue

 B2B marketers are getting used to the idea that we have to think of ourselves more as media organizations and publishers than pitchmen and promoters. But it's precisely what comes to mind as I read the new State of the News Media 2010 study from the Pew Project for Excellence in Journalism. Now that's a challenge! buyers) of B2B information.  What would it take to make that happen?

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. We all know that social media is increasingly central to how we get our news and information. The main finding in this new report is that Americans use different media for different types of information.

The hard questions about social media for B2B solutions providers

Reputation to Revenue

The skepticism about social media for B2B is pretty much gone by now. It's still pretty new for a great many companies, but the combination of legitimate success stories, overwhelming hype, and the desperate search for new ways to reach customers when the old ways work less and less has convinced all but the most recalcitrant among us that social media is at least worth a try.

The urgency of B2B content marketing

Reputation to Revenue

 Yesterday I wrote about "marketing as media"  in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. Today's new s from American Business Media adds another note of urgency: Business magazine revenue was down another 24% in 2009 from 2008, and total pages declined almost 29%.and and 2008 was a pretty bad year!

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Depth Of This Goodwill Social media, online activity, and the mobile. the company, it must come from customers.” “the rise of social communities and media amplifies the voice of everyone. Advocate Marketing Creates B2B Customer. Business And Close Deals Referrals deliver higher-quality leads, references. help sales close deals, and B2B buyers prefer to. engage with peers. offerings.

Four steps to strengthening B2B customer connections

Reputation to Revenue

Social media brings promise of new and potentially more effective ways to build and maintain vibrant customer connections, both individual and communal -- but understanding how to turn that promise into reality is far from clear. We're already doing this with social media (hopefully!), but customer connections is an even bigger deal. Isn't this just Marketing 101? Well, sort of.

Acid test for social media: The lunch lady blog

Reputation to Revenue

Tac Anderson at NewCommBiz  just posted the true test for companies working in social media: Will they let the lunch lady blog? Tac says he often poses a question to audiences when he talks about social media: You talk to a CEO on a flight and ask him about his company's recent poor results, and get one answer. Whose answer do you believe? Photo credit: specialkrb.

Aligning marketing and sales.with what?

Reputation to Revenue

didn't cover social media and communities in that 2006 article, but clearly they have an enormous impact on sales, too. And I'm "traditional" enough to believe that face-to-face marketing and selling continue to be essential even as social media and online communities take center stage for both sales and marketing. social media social networking transformation sales sales2.0

Marketing lessons from the Grateful Dead

Reputation to Revenue

For marketers, the HubSpot webinar, led by certified Deadheads  Brian Halligan  of HubSpot (100+ shows) and social media writer  David Meerman Scott  (42 shows), was filled with great examples of how the Dead's success foreshadowed so much of what we're just now taking seriously with the shift to social media.  They constantly tested new sounds, new musical styles, and new media.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. from traditional media outlets. energy drinks or dishwashers to legacy media giants. as media company.” According to PQ Media’s “Global. important media topic of 2015. social media, brands and publishers alike have had. media operation. traditional media publishers, writing great articles or filming. little.

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.  B2B marketers know that thought leadership is essential, especially when selling high-value solutions. We're still learning, too.    .

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. Tags: Marketing Reputation Social Media Thought Leadership Accenture B2B brand HubSpot IBM marketing narrative thought leadership Delivered." Make sense?

More evidence that give-to-get is the key to success

Reputation to Revenue

Investing in social media skills, tools, and initiatives to help share the wealth of knowledge and experience that lies throughout your organization. Tags: Marketing Reputation Strategy doremus executives financial times give-to-get marketing social media survey thought leadership It's pretty much a cliche to say that marketing today is all about give-to-get. not sales pitches).

Blog as hub, site as spoke

Reputation to Revenue

David Berkowitz  ( @dberkowitz) from the digital marketing agency 360i had a nice article today about building your brand with social media He used the example of launching the agency's new Social Marketing Playbook  earlier this month (which is well worth a look). The Tags: Marketing Media Social Media 360i blog blogging marketing socialmedia web website Well, maybe.

Study: How Much of Your Content Marketing Is Effective?

Terms like native content, brand publishing, and owned media are set to evolve. to be tackled if brands want to compete with traditional media. excluding social media posts)? people just for their media house. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers.

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

Tags: Innovation Marketing Media Thought Leadership case study hiring HR Kodak marketing outsourcing outsourcing institute Pinstripe reality show recruitment video

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

Perhaps in so doing, we can shift people's interest in social media technologies from egomania and immediacy toward deliberation and cultural reflection," Bogost wrote in an  e-mail from Australia. Tags: Innovation Social Media bloomsday creativity jamesjoyce stephendedalus twitter ulysses But sometimes you just have to stop and revel in the joy of sheer creativity.  Quite natural."

YouTube as corporate home page?

Reputation to Revenue

made a splash a few months back by directing visitors to its entries and feeds on various social media sites, including Wikepedia , Facebook , Delicious , and NetVibes. It is rather to take more seriously the new possibilities of social media, to think differently about what matters, and to get past the inertia of last year's plan and the types of activities you've "always" done.

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Can we get back to work now?" In fact, the recession is the perfect time to merge the basic idea of everyone supporting marketing with the mega-trend of social media. Marketing Organization Social Media employees management marketing recession rosabeth moss kanter social media web 2.0When times are tough, everyone needs to contribute to growth. Great. Invest in employee morale.

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.

Carrotmobs make my night

Reputation to Revenue

What this means, in essence, is that Virgance is integrating social media tools and a save the world mentality into some really creative business opportunities. Tags: Community Corporate Social Responsibility Green Innovation Social Media activism2.0 Triple Pundit almost always brings a smile to my face, and for that reason is one of my favorite blogs by far. And it sounds really fun!

Words and meaning: The power of alignment

Reputation to Revenue

And now that we're all trying to sort out the tangled terms of Web 2.0/social media/social networking/social web/marketing 2.0, the language problem is only getting worse. Suzanne Lowe from Expertise Marketing has a great piece in her June newsletter on the importance of developing a common lexicon for marketing and business development in professional service firms.  Pricing?

Can corporate journalism work?

Reputation to Revenue

Even before social media, smart companies have worked to bring  their message directly to customers and others through thought leadership and other publications without the filter of earned media. For now, B2B companies are mostly still struggling with how much to allow their own employees to go beyond strictures of message control and engage freely in social media and networks. Notwithstanding the endless blather that fills so much of both corporate marketing and social media, most people can still tell the difference. To some extent, this isn't that new.

The lure of cheap content, continued

Reputation to Revenue

Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content. know times are tough for the media, but really folks. Tags: Marketing Reputation Thought Leadership B2B content journalism marketing media thought leadership 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.  Aargh! This ain't the way forward. It's certainly not anything for B2B marketers to look at. And that means quality.

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Content Marketing Playbook: Strategy and Roadmap

rise as a media powerhouse in its own right. media platform are all extremely valuable. Primary source of understanding is through sur- face-level media reports. investment media and financial advisors. source of information is specialized investment media and financial. The media landscape is crowded and. digitally native media companies. publisher.”

Six steps to differentiating your solutions

Reputation to Revenue

Oh yeah, and all the social media stuff, too: some blog posts, tweet schedule, maybe a few videos. . Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side. Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show. The real challenge, of course, is getting anyone to care.