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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.

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.

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.

150 Content Marketing Tips

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

The lure of cheap content in B2B marketing

Reputation to Revenue

 An article in MediaWeek on content mills like Demand Media and 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.

The four engines of B2B marketing success

Reputation to Revenue

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?

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

smart’ television -- cable vs. streaming media like Netflix or. on other data sets like their social media profiles. Stop Killing Your Content: 3 Reasons Your Content Falls Flat. Content has proven to be a highly effective driver of revenue, both directly and indirectly. Each year B2B organizations spend more than $5.2B on content creation and distribution. and value. content.

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.

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! Now if we can just broaden its scope a bit more.

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.

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. Tags: Reputation Social Media customerservice davecarroll reputation socialmedia united youtube Four days after posting the video, and 1.3

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. sharing content on its social channels. Content.

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.

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. Actively tapping social networks for insight and reviews far beyond what you can provide. social media social networking transformation Marketing folks in B2B are obsessed with aligning marketing and sales. What do you think? sales sales2.0

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.    .

Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where.

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. Topically, for example, there is much greater focus on technology-related news with social media.

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?

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.  Lots of people never liked them, and that was fine.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

The company defined a new way of thinking about the role of technology in a whole host of social and economic issues. 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. Delivered." Make sense?

Content Strategy for Marketing

pushing products through mass media has been upended, as consumers, empowered by information, are demanding. SOCIAL MEDIA, EMAIL, AND OTHER TRENDS. your reputation, earned media, sales or sales leads, and. In other words, we make your content work well for search engines, mobile devices, social media, and your content management or marketing. Content.

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.

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. If we give them a social spin, the possibilities become a lot more interesting. Fortunately, our growing experience with new social tools and programs is making it a bit easier just when we need it most. 

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 With the blog as a hub." blog makes perfect sense. What about larger companies? Well, maybe.

YouTube as corporate home page?

Reputation to Revenue

It's not the first agency effort to throw out the traditional web page in favor of a more social look. 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. Modernista! And any number of small firms use their blog as their main site. What do you think?

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)? LEADERSHIP SOCIAL. people just for their media house. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. content. 68% 16.7%

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. 

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. Several Facebook-centered initiatives are in the works as well, including one to help companies distribute social responsibility funds by encouraging Facebook members to choose the recipients. And it sounds really fun!

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. Well, maybe.

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

Tags: Collaboration Innovation Sales Social Media Bazaarvoice BestBuy customer-centric innovation marketing Samsung socialmedia


Staffing and Launching Your Content Marketing Program

in new readers via search and social. return on social. Media is changing marketing (and vice. media content is a diverting activity that rarely resembles. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 At Contently, we talk a lot about “building a better media world,” which. media experiences. MEDIA Journalism, native advertising, and the future of the.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously.  Certainly the hype can get tiresome, and there are huge strategy and organizational questions that companies have to face with social media, but I think we're well past the stage of wondering whether there's real gold in those hills. But social media was "new" in marketing five years ago. I'm all for it, of course. responses.