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White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content.

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15 B2B case studies show how content marketing drives ROI

Biznology

70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ). 35% say they have a documented content strategy (source: Content Marketing Institute). Content marketing is more important to B2B businesses.

Trending Sources

Raise Your Customer’s Voice: A Fresh Look at Case Studies & Testimonials

Act-On

We know customers today are in greater control of the relationship they have with our brands. They aren’t just passively receiving our marketing; they’re actively consuming related content (that we may have played no role in crafting) in social media and other channels.

Do you need different kinds of video for sales enablement?

Biznology

Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer life cycle and suggests appropriate levels of production values for each genre. Marketing content vs. sales content.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

There have been numerous models proposed for social media and content marketing (including the Four C’s of Social Media Marketing model previously published here), but when all of the complexity is stripped away, social media marketing success comes down to two core elements: content and amplification. Content is like singing a song. Content can be produced in a wide variety of formats: • White papers. Case studies.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

8 Genius Ways to Repurpose Content

Act-On

B2B marketers are ramping up their content production, reporting a 51 percent budget increase for this year alone in a Content Marketing Institute study. Everybody responds differently to content formats. 8 different ways to repurpose content right now.

When, Why and How to Gate Your Content for Maximum Results

Act-On

At the time, Shakespeare didn’t believe in gating his content. Scott believes that ungated content gets 20 to 50 times more downloads than gated content. A World Wide Rave gets the word out to thousands or even millions of potential customers. At least not for this study.

6 Tools for Turning Content Consumers into Customers

Modern Marketing

by Jesse Noyes | Tweet this Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. These six technologies can make delivering, optimizing and measuring your content easier. Content Management Systems.

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West ( @ misslindawest ), Director of Digital Marketing at Act-On Software , a rapidly growing company that makes a marketing automation Software as a Service (SaaS).

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The 7 Building Blocks of a Solid Content Marketing Plan

ScribbleLive

Marketers are creating more content than ever. According to the Content Marketing Institute , 77% of B2C companies and 70% of B2B companies surveyed say that they are creating more content than they did just a year ago. Step 3: Cater to them with content.

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5 Overlooked Content Marketing Assets That Can Influence SEO

KoMarketing Associates

It is pretty common to email survey and customer feedback requests to customers after a purchase is made online. Here are five potentially overlooked content marketing opportunities B2B marketers should consider incorporating into their ongoing SEO efforts.

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The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper?

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Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers.

SME 2

How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used?

ClickInsights: What is the ideal length of a white paper?

Ambal's Amusings

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? There's a lot of slop out there masquerading as a white papers.

FAQ 2

The 7 Characteristics of Great Marketing Content

Act-On

Marketing content drives business. In order for content marketing to be successful it must accomplish two things. Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. Secondly, your content must address every stage of your buyer’s journey – from building brand awareness, to driving demand, to expanding customer relationships.

ClickInsights: How to choose a white paper syndication partner?

Ambal's Amusings

How do you market your white papers? Can syndication partners take your white paper to your prospects? Stephanie Tilton has published a timely 14-page report on White Paper Syndication Options for Technology Marketers. Find White Papers.

FAQ 2

14 Key Takeaways from the B2B Content Marketing Report

Webbiquity

The 2014 B2B Content Marketing Report is out, and no doubt will spur a number of blog posts. As usual, this year’s findings are a mix of the obvious (lead generation is the top goal of content marketing – as it has been for the last 10,000 years or so) and the somewhat surprising.

10 Marketing Trends That Should Influence Your Content Strategy

KoMarketing Associates

As a B2B content marketer, staying on top of the latest news and trends that impact my clients and the B2B marketing space as a whole has become a daily part of my life and a critical factor in allowing me to do my job effectively. Effectiveness of Visual Content.

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The Best In B2B Technology Content Marketing

Marketing Insider Group

Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers. A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for.

Inbound Marketing Basics: How to Attract More Customers

Marketing Action

Customers find you through paid and natural search engine marketing, social media, and links from other sites on the web. Inbound marketing earns the attention of your customers. The first and most important step in inbound marketing is to create quality content.

B2B vs. B2C: How Content Marketing Changes by Target Audience

Hubspot

When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. It’s clear that there are some significant differences to be addressed in the way content marketing changes for B2B versus B2C target audiences.

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Five Ways to Create Content that Motivates Prospects to Action

LeanData

Guest post by Braveen Kumar , Content Marketer & Editor with Uberflip. And you can build it into your content to motivate certain behavior or create sales enablement content that pushes prospects past the finish line. Who says content can’t sell?

5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing

KoMarketing Associates

There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe. In fact, we’ve learned that B2B tech buyers typically read between 2 to 5 pieces of a brand’s content before making a purchase. B2B Online Marketing Blog Content Marketing

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Where to Get an Education in B2B Content Marketing

Biznology

I recently got my hands on a copy of Joe Pulizzi’s new book, Epic Content Marketing , and I can’t say enough good things about it. Truth is, as content marketing has exploded in the last couple of years, a jillion books on the subject have come along.

ClickInsights: What is the biggest mistake to avoid when writing a white paper?

Ambal's Amusings

White papers can be really valuable tools to educate your prospects. So you invest time and money in creating and marketing white papers. Before embarking on this journey, stop and learn what not to do in awhite paper. White Paper FAQs. White Papers.

FAQ 2

Be Inspired: The Best B2B Content Of 2015

BuzzSumo

Ok, we are calling it early but here are our views on some of the best B2B content of 2015. We collaborated with our frends at Uberflip to review and highlight the top B2B content that has inspired us this year. Identifying the top or best content is clearly a subjective task.

7 Steps to Documenting a Content Marketing Strategy That Works

Hubspot

You saw the words content marketing and strategy together in the headline and thought, “Oh, cool, another article telling me how important it is to have and actually write down my strategy -- just what I need.”. How to Document Your Content Marketing Strategy. 3) Content Mix Plan.

The State of Content Production: Benchmarks and Action Items

Modern Marketing

by Eloqua | Tweet this We know content marketing works, but we also know that it can pose organizational challenges for marketing teams. Only 17% don’t blog and 11% infrequently, with 33% publishing 2-5 blog posts per month and 39% publishing 6 or more posts per month.

How To Create B2B Website Content That Sells

Marketing Insider Group

For B2B Internet marketing and websites, the axiom is “content is king.”. Content is what people – and search engines – are looking for. Without great content, you’ve got a cannon with no cannonballs. Here are the nine things to keep in mind for killer B2B website content.

Is Your B2B Content Strategy Marketing Right- or Left-Brained? [Quiz]

KoMarketing Associates

As a marketing writer, I’m convinced that it takes both the creative and the logical sides in order to execute an effective content strategy. Because successful content marketing involves striking certain degree of balance between campaigns that are both inspired and results-oriented.

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20 Truths I’ve Learned as a Content Marketer

KoMarketing Associates

B2B and B2C marketers alike are more commonly implementing strategies and increasing budgets devoted to content marketing than ever before. 1 ) Content marketing strategies take time to mature. 3 ) Content marketers must show, not tell. after consuming content.

54 Content Marketing Stats to Guide Your 2018 Strategy

SnapApp

And as the content marketing landscape continues to rapidly evolve, it makes sense to look to research to identify trends and patterns that can help guide your strategy. Content Marketing Stats for 2018 (Broken Down By Category). Content Marketing Budget Statistics.

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5 Simple Ways to Harness More Attention from Sharing Content on LinkedIn

Act-On

Many B2B marketers use LinkedIn as part of their content marketing strategy. In fact, 94 percent use it to distribute and share content. But what happens when you’re sharing content on LinkedIn and not getting the results you expect? But what type of content should you post as updates? You could include an update sharing the link to an article that interests this segment, such as this article recently published on Forbes titled “ The No.

5 Traits of Great Marketing Content

Marketing Action

It’s daunting when you think about it: At any given moment, more than three-quarters of your potential customers are busily checking you out, making value judgments about your products and services in order to narrow their options and, if you’re lucky, contact you. Eighty percent.

ClickInsights: How should case studies be used in marketing activities versus sales activities?

Ambal's Amusings

Marketing team within a company works to put together and publish case studies to highlight their solutions and products. Marketing customer engagement is clearly very early stage as compared to sales customer engagement. How does a Marketing Team use a Case Study?

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ClickInsights: What is your favorite case study? Why do you like it?

Ambal's Amusings

Case studies come in all shapes and forms. Our Panel of Case Study Experts have written and reviewed thousands of case studies over the years. Which case study stands out in their mind? So this case study is also an inspiration.

ClickInsights: 3 important components that will make a great case study

Ambal's Amusings

All case studies are not created equally. Why are some case studies more effective than others? We asked case study experts "What are the 3 important components that will make a great case study"? Get Customers. Compelling Cases Blog.

How To Create B2B Website Content That Sells

The Forward Observer

" For B2B Internet marketing and websites, the axiom is "content is king." " Content is what people - and search engines - are looking for. Without great content, you''ve got a cannon with no cannonballs. Quality - Earlier I mentioned that content is king.