What Works - What Doesn't

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.)

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. Plenty of people use “blogs,” “Twitter,” “Facebook,” or “LinkedIn” but “press release” barely registered.

Press 11

Trending Sources

What B2B Readers Want, Circa 2010

What Works - What Doesn't

Good news for 2010: The amateur bloggers and Tweeters haven’t completely replaced those of us who make a living (or try to!) I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better.

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C.

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.).

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Now, it’s official – or at least corroborated by a Forrester Research Inc. report.

FAQ 2

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

  One of the biggest blunders tech marketers make is not clearly explaining what their products do. A recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. But is asking prospects to spend the time playing an online game good for all parts of the sales cycle?

Time to Kill the Press Release?

What Works - What Doesn't

While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much.

PR 2

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.

RSS 2

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? It’s tough to get people to part with their money, or their time, to attend conferences these days.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things.

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.”

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider.

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality. People don’t do things for very long if they don’t get a payback, whether it be emotional, entertainment, financial, etc.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. Not only did it focus on getting customers to talk to each other, (VS. SAP talking at them,) but tracked which content prospects viewed to learn about their needs, and will use a content management system to target future info and offers to them based on those actions.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

To succeed, the “social media press release” must focus more on content than Web bling.         Catherine Marenghi , senior PR manager at Cognizant Technology Solutions (a client of mine) read my recent post asking if it’s “Time to Kill the Press Release? because it’s too stilted and vendor-focused, and asked what I thought of the Social Media Press Release (SMPR) template.

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. I’ve seen estimates ranging from single dollars to tens of dollars to hundreds of dollars. The cost is always the highest for whatever mechanism (trade shows, telemarketing, direct mail, marketing automation software) the competing vendor is hoping to trash.   Of course, everyone cooks the underlying cost numbers to make their approach look best.

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

Journalism isn’t like marketing, and that isn’t just because journalists supposedly seek the truth, the whole truth and nothing but the truth. Reporters and editors take an extremely pragmatic, “whatever and whoever it takes” approach to getting good stories. That means choosing and quoting good sources based on their knowledge and credibility. Letting marketers choose who can, and cannot, be quoted in your blog or newsletter robs you of the quality content you need.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

New Ways Around An Old Problem: Getting Reference Customers

What Works - What Doesn't

At my advanced age (a sister, a cousin and a friend just became grandparents!) it isn’t often I run across a completely new source of great ideas to solve an “evergreen” problem. But while doing some research on customer retention for a client, I stumbled on Bill Lee, who blogs and Tweets on the very specific topic of how to get customers to serve as “references” – i.e., to be quoted, interviewed, cited, etc. on how great your product or service is.

Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. 36) I hope you had a successful and productive 2010.

Best Social PR Guides and Tips of 2010 (So Far)

Webbiquity

Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far. Social media has fundamentally altered the practice of public relations.

PR 53

Eloqua Experience 2010

LeadSloth

This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun.

The State of the Blogosphere 2010

delicious b2bmarketing

The State of the Blogosphere 2010 Since 2004, Technorati has published its annual State of the Blogosphere report. In 2009 and 2010, we saw microblogs and tumblelogs such as Posterous and Tumblr gain in prominence and universality.

The Best B2B Marketing Ideas of 2010

delicious b2bmarketing

The Best B2B Marketing Ideas of 2010 A guest post by Jeff Ogden , president of Find New Customers Although companies like Marketo, Eloqua and Kinaxis have produced terrific written content in blogs, e-books, etc., 19 , 2010, the marketing take-away I shared was “Think Different.&# 19, 2010. Those are a few of the favorites we found in 2010.

Best Email Marketing Tips, Tactics and Metrics of 2010

Webbiquity

3 items that should be in your 2010 email budget by BtoB Magazine. While social media is the flashy show horse of online marketing, email remains the solid workhorse.

50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far)

Webbiquity

You’ll find the answers to these questions and many more here in 50 of the best Twitter tools, posts, how-to guides and rants of 2010 so far.

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

. Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. Related posts: 10 BtoB Marketers Predictions for 2010 Around this time last year I wrote about some Predictions.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity.

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

Americans spent nearly a quarter of their time online on social networking sites and blogs in 2010, up from 15.8 At its current rate, Twitter will process almost 10 billion tweets in 2010. The State of the Blogosphere 2010 by Brian Solis. in the latter half of 2010.

Stats 77

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.

78 (of the) Best Social Media Marketing Tips, Guides, Tools and Strategies of 2010 (So Far)

Webbiquity

10 Free Social Media Tools Every PR Pro Should Master In 2010 by the COMMS corner. With the amount of helpful content about social media marketing growing faster than Facebook’s user base or Lindsay Lohan’s court appearances, it’s tough to keep up.

Best Twitter Guides, Tips and Tools of 2010

Webbiquity

Twitter came of age in 2010, growing at a scorching pace —from 75 million users at the beginning of the year to more than 190 million by the end of December. Best of 2010: 14 Ways Every Business Should Be Using Twitter by Inkling Media.

Top 56 B2B Marketing Posts for September 2010

B2B Marketing Zone Posts

Best of B2B Marketing for September 2010. Best Social PR Guides and Tips of 2010 (So Far) - Webbiquity , September 1, 2010 Social media has fundamentally altered the practice of public relations. Social media and the big conversation “fail” - grow - Practical Marketing Solutions , September 26, 2010 I am feeling sad and a bit ashamed of myself. B2B Voices , September 1, 2010 Image via CrunchBase. B2B Marketing Online , September 20, 2010 But surely it must be?