Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore LinkedIn Live video and company page updates with special guests Viveka von Rosen and Cathy Hackl. Watch […]Read More »
Monthly Archives: February 2019
Want to set yourself apart from others in your industry? Wondering how you can stay top of mind with your customers? To explore how to make your brand iconic in today’s world, I interview Scott McKain. Scott is a professional speaker and author of the book Create Distinction. His podcast is Project Distinct, and his […]
The post How to Become Iconic: Succeeding by Standing Apart appeared first on Social Media Marketing | Social Media Examiner.Read More »
Saving time, making connections with influencers, building authority — these are just some of the benefits of content curation. But you might also have lots of questions like… How much time should you spend curating content versus creating great posts of your own? How can you make curated posts stand out amidst all the noise(...)
The post The Ultimate Guide to Content Curation (With Examples!) appeared first on Smart Blogger.Read More »
Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding.
But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.”
Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business.
That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing.
We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring. B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper.
What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with.
We’ve Fallen in Love With B2B Content Marketing Because ...
… It Forms Genuine (Love) Connections
Audiences are made up of people with specific needs and interests. Part of the challenge — and the thrill — is creating a B2B content marketing strategy that addresses those needs and interests to make our audience fall in love.
“I love the ever-present challenge of speaking to our audience on topics they genuinely care about and in a way that really connects with them. Seeing big results really pays off all of the audience research and thought behind the content,” Elizabeth Williams, a longtime account managers, says.
And speaking of the real people we’re trying to woo with our content, those people are why Influencer Marketing Strategist Jack Fitzpatrick is enamored B2B content marketing.
“I love B2B content marketing because it is a constant reminder that businesses are made up of actual people,” he says. “When crafting an influencer marketing or social media campaign, we are creating content for people. Small businesses, large corporations, and every business in between, started with people having a vision and striving to reach it. That’s a powerful concept to me.”
[bctt tweet="I love B2B content marketing because it is a constant reminder that businesses are made up of actual people. - @fitzJackrick" username="toprank"]
… It Nurtures Buyers
Nothing is more rewarding than hearing those three little words from prospects and turning them into loyal companions thanks to our data-informed content strategies. Just take it from our Associate Director of Search & Analytics Tiffani Allen.
“What I love most about B2B content marketing is the journey,” she says. “It’s rarely transactional, but instead focuses on providing the right information at the right time. It’s almost like solving a puzzle. You have to analyze the prospect’s journey – not only through your own properties but in the digital sphere at large.”
[bctt tweet="What I love most about #B2B #contentmarketing is the journey ... It's like solving a puzzle. - @Tiffani_Allen" username="toprank"]
… It Combines Analysis With Creativity
Fresh out of graduating high school, I was confronted with the same question most graduates face: “What do you want to do with your life?” After courting professions like biology, psychology, economics, and several others, I struggled to find exactly what I was looking for. No occupation seemed to fulfill my need for a creative outlet and exercise my analytical mind. Until I found marketing.
B2B content marketing allows you to be both analytical and creative. Through analysis, you can uncover powerful content opportunities that produce desired results. And through creativity, you can make sure those content opportunities are executed in a way that excites and entertains audiences.
This targeted, thoughtful approach is what helps keep the job interesting and drive such substantial results. Debbie Friez, Influencer Marketing Strategist, agrees.
“B2B marketing is targeted, so you can really look at how to move specific audiences to awareness of our client and buy from our client,” she says. “With my job specifically, I am able to work with influencers who may not have millions of followers, but are highly-regarded in their industry.”
[bctt tweet="#B2Bmarketing is targeted, so you can really look at how to move specific audiences to awareness of our client and buy from our client. - @dfriez" username="toprank"]
… It Presents Constant Learning Opportunities
Some of the best dates are where you and your partner experience new things together. And in B2B content marketing, every day can be a new experience, writing about fresh, emerging topics with varying levels of complexity. That is especially true for those of us that do content marketing for large enterprises or a content marketing agency
Our own creative content genius and Senior Content Marketing Manager Joshua Nite says: “I love the opportunity to learn new things. We have clients in finance, cloud-based software, IoT, healthcare... when we work on content with them, I get to learn about it all. It's endlessly fascinating.”
[bctt tweet="We have clients in finance, cloud-based software, IoT, healthcare... when we work on content with them, I get to learn about it all. It's endlessly fascinating. - @NiteWrites on what he loves about B2B #contentmarketing." username="toprank"]
… It Solves Problems
(Great) B2B content marketing isn’t just putting a message out there for the sake of it. It’s about solving a real, tangible problem for your ideal customers. That’s why Account Manager Jane Bartel is so enchanted.
“One of my favorite things about (good) B2B content marketing is that it's so focused on adding value for the audience,” she says. “More than in the B2C space, B2B content marketers are asking themselves, ‘is the content I'm producing going to help the person consuming it solve a problem?’”
3 B2B Content Marketing Programs We Fell In Love With
TopRank and B2B content marketing is a match made in heaven, and the evidence of our love is in the work we create. The below campaigns gave our team plenty of reasons to fall madly in love with B2B content marketing and we believe they’ll provide plenty of inspiration for you as well.
Prophix: AI in Finance
Interactive. Multimedia. Triple-digit increases. What’s not to love?
Several of our team members, including Josh and Elizabeth, are quite fond of our recent content campaigns for Prophix (including our AI in Finance interactive eBook) the most for the reasons listed above and more.
“We created something absolutely unique, with the audio plus the interactive interface plus our computer personality, Penny. I love that it's so original and, quite frankly, cool, and I'm proud of the results it's getting, too!” Josh said.
Elizabeth adds, “I have just LOVED working on our last few campaigns with Prophix. I love the partnership we have developed where we can bounce ideas off each other, get super creative with our concepts, and test multimedia formats and interactive content.”
Read the full case study to get a look behind the scenes at how our interactive content drove triple-digit results for Prophix.
SAP Purpose: Helping the World Run Better
Today, business is more about doing “good” than being “good.” In fact, purpose-driven businesses that strive to leave the world in a better state than they found it in have more loyal customers and also feel a stronger emotional connection to the brand.
Our team fell in love with sharing inspirational stories from purpose-driven businesses, NGO’s, nonprofits, and thought leaders for SAP this year through their SAP Purpose campaign.
“Sharing the stories of these Forward Thinkers making a difference in our world inspired our team along with the members of SAP’s audience. Seeing these leaders converge on one project sharing their passions and pursuits was so powerful!” says Jack.
Hyper-Targeted Content Strategies
“The project I'm most in love with at the moment: Planning and building a collection of resources for one particular segment of a client's audience. It's targeted, valuable, and makes great use of new and existing content,” Jane points out.
A specific favorite among the team is the seo-driven B2B content program we’ve been working on in partnership with Antea Group USA, a leading EHS and sustainability consulting firm, for the past three years. We’ve made a consistent commitment to each other, and results we love are in the air. From 2017 to 2018, total blog traffic has grown a whopping 149%, and organic blog traffic has grown 183%.
One of the pieces we're absolutely gaga over is this piece featuring hot EHS tips from a Demogorgon.
Plenty of Love to Go Around
B2B content marketing is the perfect partner. Our relationship has a solid foundation and we continue to grow together, instead of apart. It affords us the opportunity to learn. It nurtures our buyers. It helps us connect with target audiences. It solves important problems. What’s not to love?
We aren’t the only ones who love everything B2B marketing. For more inspiration, make sure to follow these B2B marketing influencers.
The post Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing appeared first on Online Marketing Blog - TopRank®.Read More »
Got an important message you need to get out there quickly? Then watch The Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch the Journey This episode of the Journey shows how Social Media Examiner quickly got the word out about an opportunity that had a […]
The post Getting The Message Out Quickly, The Journey, Season 2 Episode 21 appeared first on Social Media Marketing | Social Media Examiner.Read More »
“Your brand is what other people say about you when you’re not in the room.” This slice of Jeff Bezos wisdom is likely not Read more...
This post Drive authentic connection at scale with a sophisticated listening solution originally appeared on Sprout Social.Read More »
Since its introduction more than a decade ago, we’ve written and talked about the heuristic a lot on MarketingExperiments. But others have as well. So let’s take a look at some advice from around the web.
The post 15 Resources to Help You Use a Repeatable Process for Conversion Rate Optimization appeared first on MarketingExperiments.Read More »
As a content marketer, I’m always looking for more effective and efficient ways to communicate. I love the way communication is evolving online (with the exception of, say, YouTube comments).
Think about it: A hundred years ago, it was much harder to convey a mood in text.
- You could trail off (…)
- You could ask questions (?)
- You could shout (!!)
And that’s about it.
Emoticons opened up the possibilities a bit, with “slight smile :),” “big smile :D,” and “guy wearing sunglasses sticking his tongue out 8P.” Emojis added even more nuance.
Now, though, we have the ability to embed images and GIFs in our blog posts, emails, and messages. We can convey extremely specific moods, thoughts, and insights with a single image. Like, for example, the feeling when you’re wearing socks and step in something wet:
These images are emotional shorthand: They connect on a primal level without having to filter through words.
As every marketer knows, there are some work-related feelings that words just can’t quite describe. Every day in this challenging and rewarding profession has its ups and downs—and diagonals, too. Here are a few very specific moods I’ve encountered, and perhaps you have too, on this wild ride.
10 Marketing Moods We Can All Relate To
Mood #1: When “SEO content” and “good content” are referred to as different things.
Whether you're pitching a new idea to an internal group of brand stakeholders or you're agency side like me, the assumption that "SEO content" can't possibly be "good content" has been made by internal and external contacts.
These poor souls were scarred by the shallow, redundant “SEO content” of the late 1990's and early 2000's. Of course, we artfully explain that SEO today means making stuff that actual human beings want to read. Our keyword research is in the service of making great content.
Mood #2: When you get the go-ahead on an out-there, creative idea… and then you have to actually do it.
For example, let's say you pitch an interactive eBook with a computer-generated voice to tie together audio recordings of influencers. That means coming up with a process to record influencers, finding a computer voice that fits just right, the design team learning new tools… but once it’s done, it’s worth the initial panic.
Mood #3: When the third round of edits brings you back to your original copy.
Enterprise-level companies have a lot of stakeholders, which means a lot of scrutiny on every piece of content—from blog post to tweet. And you know what? It totally makes sense. At the end of the day, they just want to protect the brand and ensure that messaging is on point. But, for any marketer fielding editing requests, it’s so deeply satisfying when the back-and-forth comes full-circle.
Mood #4: When a "content outsider" critiques your content...and they're right.
You have to believe in what you’re doing as a content writer. There’s a minimum level of self-confidence required to keep from just staring at a blank screen, paralyzed in terror. I tend to operate right at that minimum level.
But I'll admit it—it’s easy to get defensive when someone suggests changes, and it’s hard to admit that they’re right. Everyone needs reminding every now and then that we’re all on the same team, and it’s not about winning.
Mood #5: When someone’s in a noisy place on a conference call.
At the best of times, 40% of a conference call is saying, “Who joined?” and “Can you see my screen NOW?” and “I think you’re still on mute.” At the worst, there’s that one person who is dialing in from a convertible doing 85 miles an hour past a series of marching bands. Everyone can hear it. No one can talk. The culprit doesn’t realize it’s them. Ugh.
Mood #6: When you’re having technical difficulties.
The client can’t open their Zoom link. A bad phone connection has you missing every other word. You can’t get your slideshow to show up on the screenshare. Your cool video demo that worked great for the internal presentation is playing backwards with no audio. And all you can do is keep smiling and fill the time until it gets fixed.
Mood #7: When your co-worker microwaves broccoli (or fish, or spinach).
Even if your colleagues are brilliant, accomplished marketers, eventually someone’s going to wage war on your olfactory senses. And they’ll do it at least once a week.
You may never catch the culprit, and eventually the pursuit will simply drive you mad. So, best to just keep some Vick’s VapoRub handy to rub under your nostrils. It works for sanitation workers!
Mood #8: When your mentor retweets you.
Marketers are such a generous bunch! I've learned so much from the thought leaders in the industry (and in my office). It’s amazing to have one of them share something they learned from me. It makes me even more determined to keep learning, and to share what I know.
Mood #9: When a marketing thought leader shreds conventional wisdom.
It’s equal parts delightful and scandalizing to watch someone take aim at the sacred cows in our profession. Especially when they’re absolutely, 100% right. Think Jay Acunzo sounding off on best practices, or Doug Kessler’s profane and hilarious rant about swearing in marketing (which is too spicy to link here, but it’s on his blog).
Not only are these hot takes hilarious, they’re a crucial part of pushing the industry forward.
Mood #10: When that huge, complex content asset finally launches.
After influencer interviews, outlining, content creation, design, internal and/or client edits, it’s finally time to show the world what you’ve been working on. For a few minutes, all is well. You take a moment, pat yourself on the back, and imagine relaxing in the shade with a frosty beverage.
Stay in the Mood for Marketing
Working in marketing is an emotional roller coaster. It can be fun; it can be scary; it can even make you sick to your stomach. But working with brilliant colleagues, learning from amazing peers, and helping fascinating clients makes it worth the ride. That much is constant, regardless of how the mood swings.
For more alliterative content marketing advice, check out 5 B2B Content Marketing Lessons from The Marvelous Mrs. Maisel.Read More »
Do you want to optimize your LinkedIn ad campaigns? Wondering how objective-based advertising can help? In this article, you’ll discover how to create objective-based ads using LinkedIn’s updated Campaign Manager. What Are the New LinkedIn Advertising Campaign Objectives? The Campaign Manager interface has been redesigned for LinkedIn objective-based ads and to offer a more streamlined […]Read More »