By Tamar Weiss published July 3, 2014

4 Steps to a B2B Content Marketing Strategy that Drives Revenue

content-colorful  word cloudYou’ve heard it ad nauseum, perhaps: Content is created to help your customers — not for you to talk about yourself. You should be focusing on their problems, not on your products. But if the ultimate goal of content is to drive sales, then how do you create content that promotes your product, speaks to your customers, and also helps you reach your business goals?

If you’re overwhelmed by the struggle to combine all of these factors, take a step back and ask yourself the four basic questions below. These are the beginning steps for documenting your content marketing strategy — a process that will keep you from haphazardly creating random content that isn’t relevant to your goals.Continue Reading

By Robert Rose published June 3, 2014

Make the Most of Your B2B Marketing Channels: Research on Webinars

webinars cover cmi researchWe are all aware that the process of engaging consumers has changed — so much so that the cliché of starting a blog post or conference presentation with a series of “did you know the world is changing?” statistics has reached astounding proportions.

Nevertheless, the fact of the matter is that content marketing — and how brands use it to interact with buyers at all stages of their engagement journey — is fundamentally reshaping the way businesses create their go-to-market strategies. This impact is both good and bad. As Joe and I have discussed frequently on our podcast, there are strategies and then there are “random acts of content.” Either of those activities will affect the business — it’s just a matter of how. Continue Reading

By Jay Acunzo published May 22, 2014

6 Ways to Make B2B Content Marketing That’s Better Than the eBook

girl with binoculars-sitting on booksLet’s rip the Band-aid right off: For B2B content marketers, eBooks are overrated. (I will now dive for cover under my desk.)

Now before you bombard me with every object within an arm’s reach, let me first explain that I don’t have some weird personal vendetta against eBooks. I find them to be quite a gentle content species. I just think we obsess over creating them a bit too much in B2B, and I know we can do better. Not only have I watched eBooks generate diminishing returns lately, but I think it’s time to inject much more creativity into what we produce in order to stand out. Isn’t that the point of our work? Don’t content marketers count as creative professionals — at least in part? Continue Reading

By Joe Pulizzi published April 26, 2014

The Relentless Evolution of Content Marketing

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode of PNR, Robert and I review some recent changes to Google Analytics, and then get into a deep discussion on the future of Facebook for content marketers. We also talk about agencies building out newsrooms, new CMI research on B2B enterprise content marketing, and why social media fading into wallpaper might just be a good thing, before exploring a This Old Marketing example of the week: Dell Power Solutions magazine.Continue Reading

By Joe Pulizzi published April 22, 2014

Enterprise Content Marketing Research: Where Does Success Lie in 2014?

cover image-b2b enterprise content marketingOver the last several months, there has been a lot of discussion among marketers and industry thought leaders around the challenges involved with integrating content marketing across the enterprise. At Content Marketing World Sydney, CMI’s lead strategist, Robert Rose, even presented a new Content Creation Management (CCM) model that you’ll hear a lot about from us over the upcoming months.

The latest CMI research confirms that integration is indeed the most often cited challenge among business-to-business (B2B) enterprise marketers (i.e., at companies with 1,000+ employees). These and other findings appear in our new report, B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends — North America, sponsored by Marketo. The study looks at how the content marketing habits of enterprise marketers have changed over the last year, and how the approaches used by marketers at these companies differ from those of other B2B marketers.Continue Reading

By Dianna Huff published April 3, 2014

Why 55% of Potential B2B Buyers Might Not Trust Your Website Content

website pages-webWhen my colleagues, Derek Edmond and Casie Gillette at KoMarketing Associates, and I first viewed responses from our inaugural 2014 B2B Web Usability Report, we weren’t surprised by some of the results. For example, we already knew and were advocating to our respective clients that B2B buyers need marketing collateral in order to make purchase decisions. And, it wasn’t a shocker that buyers don’t like filling out forms that require them to hand over lots of information.

But some of the responses did surprise us — particularly that two types of website content — content that most of us don’t even think about — play a huge role in helping B2B buyers move forward with a vendor. In fact, the lack of this type of content can cause prospective buyers to leave a website annoyed and frustrated — and without making any moves to initiate contact with a vendor.

To which content am I referring? Contact information and “About” pages. Simple stuff that all businesses include on their websites, right? Well, not exactly.Continue Reading

By Paul Gustafson published April 2, 2014

3 Key Concepts to Master for Effective B2B Content

b2b over boxesWhat makes B2B content effective? Understanding ways to match content with the sales process is just as critical as ensuring content quality. Gaining this understanding requires content marketers to master three concepts that mirror the way an enterprise sales process typically works: Organizations will struggle to get the most out of leads unless they possess compelling thought-leadership content, easily digestible teaser content, and the ability to consume prospect feedbackContinue Reading

By Joe Pulizzi published February 26, 2014

B2B Content Marketing Success on the Rise for Small Businesses

b2bsmb-cover imageIn last week’s post about the Content Marketing Awards, Mike Sawyer of Tier 1 Writing asked a question I hear often: “How can small-type guys compete [against larger brands] to gain some glory?”

My response: “There were a number of small companies that won Content Marketing Awards — they were not all big brands. In my opinion, the battlefield is equal, depending on the niche and the type of content.”

Yes, this is my opinion, but our newest B2B content marketing research report also confirms that small businesses are doing many things really well when it comes to content marketing — things that can certainly give them a competitive advantage and put them on equal footing with the “big guys.” Continue Reading

By Derek Edmond published February 10, 2014

6 Ways to Measure B2B Content Marketing Performance

performance level meter-gaugeYou’ve no doubt reviewed one of the Content Marketing Institute’s research reports on Content Marketing Budgets, Benchmarks and Trends. As a B2B online marketing strategist, my focus is with its B2B Content Marketing Research report, and one of the more important points I found lies within the organizational goals set for content marketing initiatives. Content marketing clients want to make sure their objectives are satisfying similar criteria as their peers’ efforts.Continue Reading

By Vinay Bhagat published February 9, 2014

B2B Marketing: Why (and How) to Focus on Reviews, Not Case Studies

ready for change-colored arrowsCase studies have long been a staple of B2B marketing — particularly in the tech industry — and are still among the most popular tactics used today. In fact, a 2013 survey of B2B marketers by LinkedIn indicated that customer testimonials and case studies are considered the two most effective content marketing tactics (with lead generation being the primary objective). In addition, the latest B2B research from CMI and Marketing Profs found that 73 percent of marketers use case studies, and 65 percent feel they are an effective tactic.Continue Reading