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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

Associations and communities have often done this; Jeremiah Owyang does a nice job tracking People on the Move in social media. Microsoft and uber-blogger Robert Scoble made an early splash in social media with Channel 9 , a behind-the-scenes forum for developers to share their work as it was happening. 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

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Success story content, including not only case studies, videos, and profiles but, increasingly, social media content, in-depth ROI presentations, internal "how we got the win" selling stories, and integration into thought leadership publications. 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

The lure of cheap content in B2B marketing

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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.  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.

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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

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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

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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. 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. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. How should we promote it? Do the Research.

Content Methodology: A Best Practices Report

social media, email, and chat platforms and in a multitude of media formats, from text. experience Loyalty • Return visitor rate • Email subscription rate • Social following growth • Avg. Total attention time • Total people • Total social actions • Avg. stories per person • Total attention time • Total people • Total social actions • Avg. sharing and native social.

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?

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More often, however, I see situations where the rhetoric far outpaces the reality: A large IT services firm aggressively (and expensively) using Twitter and other social media primarily as just another channel to pump out corporate-designed messages and content. Why do we hear so much talk but see so little action? It is happening to some extent, of course. Am I right to be so critical?

Two cheers for Eloqua's Content Grid

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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! 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

success, followed by social shares and likes. (19 percent) and pageviews (15 percent). • 49 percent of marketers rate their content as. social media, brands and publishers alike have had. social network, and Facebook’s video platform has. in the shadow of the big social networks, is almost as. came social shares and likes (19 percent), followed. SOCIAL.

Editorial strategy: Why do B2B customers need your information?

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We all know that social media is increasingly central to how we get our news and information. Analyzing a year of data on the top news stories discussed, linked to, and viewed on blogs, Twitter , YouTube , and other social media, the Project found that, "the stories and issues that gain traction in social media differ substantially from those that lead in the mainstream press.

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.

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 Tags: Collaboration Marketing Organization Sales Social Media alignment marketing marketing 2.0 sales sales2.0

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.

Staffing and Launching Your Content Marketing Program

in new readers via search and social. return on social. SOCIAL Strategies, tools, and tips for spreading content through. the social web. sections of The Content Strategist: Brands, Media, Social, ROI, and Voices. You’ve heard the horror stories about organiza- tions that take months to approve simple social media. All rights reserved. Introduction 3 II.

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.

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.    .

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?

Study: How Much of Your Content Marketing Is Effective?

excluding social media posts)? LEADERSHIP SOCIAL. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. goals—and concerns—lie. content.

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

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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.  Great.

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.

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. The main video has received more than 220,000 views in its first 10 days, quite impressive for a small local firm.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. Look for.

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."

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!

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

IBM consulting and thought leadership resources on green and Corporate Social Responsibility. Tags: Corporate Social Responsibility Green Innovation Marketing Reputation B2B consulting corporate social responsibility csr green IBM marketing smarterplanet sustainability The latest example is last week's announcement of a new Sustainable Procurement consulting offer. 

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?

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.

The continuing rise of Account-Based Marketing: Four keys to success

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One would certainly hope so!) I know we're all focused heavily on figuring out how to "socialize" everything in marketing these days (with good reason) and, especially as the 4th quarter looms, on doing whatever we can to help close sales before the end of the year. Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them. It is, after all, a pretty labor-intensive approach, and it requires a lot of negotiating with sales and account teams. Don't skip this step!