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Monthly Archives: June 2019

Your ultimate guide to social media icons

Social media has become so ingrained in our daily lives that most social media icons are instantly recognizable. You don’t need to see the Read more...

This post Your ultimate guide to social media icons originally appeared on Sprout Social.

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How to find a social media marketing agency

If you’re struggling with your social presence these days, you aren’t alone. After all, businesses have their hands full when it comes to social Read more...

This post How to find a social media marketing agency originally appeared on Sprout Social.

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12 Must-Have Skills for B2B Content Marketers

B2B Content Marketing Skills

B2B Content Marketing Skills

Scene from a dinner party:

“So, Josh, what do you do?”

“I’m in marketing.”

“Oh, like Mad Men? Ad campaigns and stuff?”

“No, it’s content marketing.”

“Oh, like the Wendy’s Twitter account?”

“...Sure... like that.”

I’ve had variations on the above conversation more times than I can count. I’ll usually leave it at “Wendy’s Twitter account” in the interest of changing the subject. No one has the patience for, “I write business-to-business content designed to help people do their jobs better, which also builds affinity for a client brand, with the end goal of influencing purchase decisions.”

So most people think I just write fun stuff all day, that it’s a purely creative job. But my fellow B2B marketers know better. Content marketing requires an incredibly diverse set of skills, and “innate writing ability” isn’t even the most important one.

[bctt tweet="Most people think I just write fun stuff all day, that it’s a purely creative job. But as my fellow #B2B marketers know, #contentmarketing requires a diverse set of skills. @NiteWrites" username="toprank"]

Here’s my list of must-have B2B content marketing skills. If you’re looking to get into the career, fill out your team, or, say, hire a marketing agency, keep these in mind.

12 Must-Have B2B Content Marketing Skills

This list is divided into two categories: The "hard skills" that you learn through instruction, and the soft skills that rely more on personal development and human interaction.

Four Hard Skills

#1 - Search Engine Optimization
You don’t have to be a SemRushin’, Google Analytics wizard to be a content creator and strategist. But creating great content does require a solid understanding of modern SEO practices. You should know how to understand search intent, dig into ambiguous keywords, and create best-answer content that meets search demand.

#2 - Social Media Marketing
You may have a dedicated social media person or team, but content marketers should still know how to create compelling B2B social posts that attract attention without breaking the brand voice. You should be up to date on what type of content performs best on each platform.

#3 - Influencer Marketing
Content marketers should know how to co-create content with influencers. That means writing a framework that allows for collaboration, asking the right questions to guide influencer responses, and even conducting intelligent interviews. Content marketers' expertise makes all the difference in the resulting content feeling cohesive and compelling.

#4 - Measurement
Measurement is what turns content into content marketing. Content marketers should be able to strategize, create goals and metrics that match them, track progress, and ultimately optimize over time.

Eight Soft Skills

#1 - Empathy
The heart and soul of any content marketing is empathy. You have to be able to take the customer’s perspective and make a human connection. Empathy is even more important in B2B content, because it keeps the content focused on people.

It’s easy to lose the human connection when you’re writing about container-based software-as-a-service platforms. That empathy for the people, the buyer, the end user, should be what drives the content.

[bctt tweet="That empathy for the people, the buyer, the end user, should be what drives the content. @NiteWrites" username="toprank"]

#2 - Creativity
I would argue B2B content requires even more creativity than B2C. The difference is having to work within strict limitations. Big B2B brands have whole departments concerned with brand reputation, brand voice, standards and practices, approved image libraries and fonts… Content creators have to produce something eye-catching and meaningful without breaking any of these limitations. And they have to know when it makes sense to push the boundaries.

#3 - Communication
The success of B2B content depends on explaining complex concepts in simple terms. You may know all the ins and outs of your solution, but odds are your audience won’t. Clear, jargon-free, conversational writing that offers value is the only way to succeed.

#4 - Organization
This skill is important for any B2B marketer, but especially if you work at an agency. We’re working on a dozen different clients at any one time, each with multiple assets in various stages of development. Without organizational skills, it would be impossible to get everything done on time (even with a dedicated project manager on staff).

#5 - Motivation
I read recently about a man who had been on the payroll of a major corporation for over a year without ever doing any work. Seriously. Somewhere between restructuring and management turnover, he simply got separated from responsibility without losing his salary.

via GIPHY

That won’t ever happen for a B2B content marketer. There’s nowhere to hide: We’re responsible for concrete, quantifiable, and quality deliverables. There’s no such thing as slacking off, and there’s no such thing as writer’s block. The ability to push past obstacles, buckle down and get the work done is vital.

#6 - Confidence
Part of the job description is defending and explaining your work to stakeholders. For an agency, that includes account managers and clients. For a marketing department, that might include the executive suite, too. B2B content marketers need the (justified) confidence to advocate for content and approach they know will be effective.

#7 - Humility
The flip-side of confidence is the ability to put the content ahead of one’s individual ego. B2B content is bound to go through layers of review, with each stakeholder adding their own critique and suggestions. Humility means that you can take in constructive criticism and apply it with an eye toward producing the best content possible. While confidence is key, knowing your way doesn’t have to be the only way is equally important.

#8 - Collaboration
Finally, B2B content marketing is a team sport. It’s not about making a name for yourself — you have blog posts for that. It’s about partnering across areas of specialty to create something stunning. I found that my content got even better when I involved the design team from the start, for example. Working closely with design, SEO, influencer and social specialists only makes the work better. Here's a shot of the gang I get to work with every day:

B2B Content Marketing Is a Game of Skill

I’ll admit it: Before I got into the field, I thought content marketing was just getting paid to write all day. Now I know there’s a lot more to the job than just filling buckets with prose. Content marketers are writers, strategizers, empathizers, collaborators, and so much more.

Need to level up your B2B content marketing? Our highly-skilled team is ready and waiting.

The post 12 Must-Have Skills for B2B Content Marketers appeared first on Online Marketing Blog - TopRank®.

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3 Ways to Improve Your YouTube Watch Time

Wondering how to make your YouTube content more viewer-friendly? Do you want to increase your YouTube watch time? In this article, you’ll find three easy ways to increase the amount of time people spend watching your videos on YouTube. Why Does YouTube Watch Time (Minutes Watched) Matter? YouTube is one of the most powerful marketing […]

The post 3 Ways to Improve Your YouTube Watch Time appeared first on Social Media Marketing | Social Media Examiner.

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Recognizing our Agency Partner Founding Members

Two years ago, we launched our Agency Partner Program with the help of key agencies, our founding members. As we evolve our agency offering and Read more...

This post Recognizing our Agency Partner Founding Members originally appeared on Sprout Social.

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Sprout Social named to Crain’s Fast 50 list for a third year

Sprout Social is proud to be included on the 2019 Crain’s Fast 50 list, which recognizes the fastest-growing businesses in Chicago who are at Read more...

This post Sprout Social named to Crain’s Fast 50 list for a third year originally appeared on Sprout Social.

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Instagram Story ads: Rules and best practices for impressive results

People are becoming increasingly fascinated with Instagram Stories as a more authentic and less filtered alternative to regular Instagram posts. As of January 2019, Read more...

This post Instagram Story ads: Rules and best practices for impressive results originally appeared on Sprout Social.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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How to Set Up Facebook Analytics and Facebook Attribution

Want to better understand what is and isn’t working with your Facebook marketing? Are you using the two most powerful analysis tools Facebook offers? In this article, you’ll learn how to set up Facebook Analytics and Facebook attribution. How to Set Up Facebook Analytics The Facebook Analytics platform is a free tool for tracking and […]

The post How to Set Up Facebook Analytics and Facebook Attribution appeared first on Social Media Marketing | Social Media Examiner.

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Facebook Introduces New Cryptocurrency: Libra

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 Facebook’s new cryptocurrency, Libra, with special guest, Joel Comm. Tune In to the Social Media Marketing Talk […]

The post Facebook Introduces New Cryptocurrency: Libra appeared first on Social Media Marketing | Social Media Examiner.

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