Digital B2B Marketing

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

Sure, we talk about a buyer journey or about carefully mapping content. We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Serial content consumers. Only score meaty content.

LinkedIn Has Opened the Content Marketing Floodgates

Digital B2B Marketing

LinkedIn has gone Tumblr on us and B2B content marketers are drooling. B2B Content Marketing Will Flood LinkedIn. So what will B2B content marketers do once they have the opportunity to publish on LinkedIn? LinkedIn Will Favor On-Site Content.

Trending Sources

Old Content is the King of Content Marketing

Digital B2B Marketing

You don’t need more content. You need old content. Old content is the real king of content marketing. Better content isn’t enough when your competitors have good old content. How big of a difference does old content make?

Understanding Intent Behind Content Consumption

Digital B2B Marketing

You know millions of people saw your content. A content promotion program didn’t make it suddenly appealing. These are ways people find your content, and without them your content marketing would fail. B2B Content Marketing and Understanding Visitor Intent.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

billion on content creation Each year B2B organizations spend more than $5.2

5 2015 Predictions Only a B2B Marketer Would Care About

Digital B2B Marketing

Content has lost its crown, it is no longer the great difference maker. It is that time of year again. The time when predictions of the obvious abound and resolutions are quickly broken. I’ll spare you my New Year’s resolutions (well, most of them at least, read on).

The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Start incorporating content into your advertising.

Too Much Crappy Social Media Content!

Digital B2B Marketing

Of course, most businesses and professionals don’t share information like this in social media, but another kind of oversharing pervades social media: oversharing content. You may justify this because they are sharing your content and helping to grow your audience.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Content. We are all awash in content today. If a publication can target your audience, you are likely one of dozens of marketers trying to offer up your content to their audience.

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A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Three Reasons Content Curation is Overrated

Digital B2B Marketing

According to a recent report on eMarketer , 85% of marketers curate content in order to establish thought leadership! Does sharing someone else’s content make you a thought leader? Content curation can be a valuable activity.

LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

Digital B2B Marketing

LinkedIn Sponsored Updates change that, giving marketers the ability to promote updates in the LinkedIn content stream beyond their own followers or connections. Supports Content Marketing Programs. You don’t have to look far to see the importance of content marketing in B2B.

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? This will show all shares of your content on Twitter, across all of your pages.

Change Is Overdue

Digital B2B Marketing

I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict. The Black Hole of Content. Content Rants

Why Content Curation Is Not The Answer

Digital B2B Marketing

The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). Regardless, your additions are what makes the content valuable.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

LinkedIn Just Went Into the Publishing Business

Digital B2B Marketing

Now LinkedIn Is In The Content Business With 150 recognized and respected contributors, LinkedIn just launched their publishing business with an all-star cast. Content worth sharing. LinkedIn content is now being broadly shared on Twitter and other networks.

7 Step Guide To Creating Perfect Content

Digital B2B Marketing

Those writers have discovered the foolproof formula for creating killer content with minimal effort or original thought. Content that consistently delivers results (shares and visits, not people that actually care, that’s not worth the trouble to measure anyways) for your efforts.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You also provided content that supports the sale and likely established the initial overall perception of your company and product with the audience. You have a lead generation program. An influencer program. An advertising program. A marketing automation program.

Outbound Marketing for Modern B2B Marketers

Digital B2B Marketing

Outbound Marketing Seeds Content. Outbound marketing gets your content into more hands, immediately increasing content consumption and increasing potential social sharing. Outbound marketing can put you and your content back in front of people that have found you before.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

6 Best Tactics for B2B Lead Generation

Digital B2B Marketing

Inbound or Content Marketing. When used with content promotions, email continues to be a cost effective channel for marketers that need more granular targeting. You need to generate leads, right?

No, Content Will Not Kill Advertising

Digital B2B Marketing

The latest killers are the social media and content marketing stars. Although it is a weak impression, advertising delivers that impression at scale while often pushing towards a marketer’s content. Conveniently, content is the next step. The Content Experience.

Stop Being a Transactional Content Marketer

Digital B2B Marketing

The fine print: we will send you weekly emails with more content you didn’t ask for. In B2B marketing and many high-ticket B2C categories, this is the way content marketing often works today. Transactional Content Marketing. Content Free white paper! Free webinar!

Two Killer Google+ Mistakes

Digital B2B Marketing

Since I’m often logged in to other Google accounts, I cannot use +1 buttons to share content on Google+. Although I’m interested in your B2B marketing content, circles didn’t actually help me filter it at all.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Google+ for SEO? Don’t Focus on Your Brand Page!

Digital B2B Marketing

To see SEO benefits from Google+, your site, pages and content need to become part of “Your Audience’s World” on Google+. Having your employees share your content presents its own unique challenges. Create content that is worth sharing.

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Five Biggest Infographic Mistakes Marketers Make

Digital B2B Marketing

Just Desperate for Content Coming up with ideas for content is a challenge, but that is no excuse for actually moving ahead with a content idea that simply adds to the content clutter we are all already facing.

5 Key Elements of Modern Inbound Marketing

Digital B2B Marketing

Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. Content Is at the Core Content strategy and development is core to inbound marketing. Your content is what makes finding you valuable.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Filed under: Content.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years. Or are you referring to a twitter strategy that includes your autoresponder rules, mass following tool and autoshared content sources?

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New Research: B2B Content is a Dead End

Digital B2B Marketing

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering?

The Most Dangerous Opinion in Marketing: Yours

Digital B2B Marketing

Your opinion of creative, media or content is a distraction. How does your opinion influence your marketing activity? Has your opinion ever biased your creative selection? Has your personal experience with social media increased your perception of its marketing value?

7 Steps to Find Your Content Marketing Sweet Spot

Digital B2B Marketing

You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects.

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4 out of 5 Marketers are Zombies! [Infographic]

Digital B2B Marketing

Content Social Media zombieWhat, it’s changing? Quick, call it dead! Write an article about how social media is killing advertising! Advertising is Dead. SEO is Dead. Television is Dead. Magazines are Dead. Newspapers are Dead. Websites are Dead. Agencies are Dead.

Pinterest: Who Pins Your Content & How Much Traffic Do They Drive

Digital B2B Marketing

You may want to know not just how much traffic Pinterest is driving but also what users are pinning your content and driving the most traffic. Recently I published tricks I have learned to discover who is sharing your content on Twitter and LinkedIn and how much traffic each is driving.

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

Track the response rate (click rate or content view rate) of contacts from each source. Enterprise B2B marketers face a conundrum. Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. However, sales cycles are long.

5 Lies About Easy Ways To Create Content

Digital B2B Marketing

There are easy ways to create good content, right? Creating good content is hard. If you take the content shortcuts that are recommended by so many self-labeled content marketing experts, you will be sorely disappointed in the long run. Easy Content Myth 2: Just Record It.

The Biggest Missed Opportunity in B2B Lead Generation

Digital B2B Marketing

PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. When the success of your business is less important than the success of your marketing, something is seriously wrong.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation: collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing followup. The result is a single content marketing program that is expected to both deliver leads and drive demand.