Posts tagged with Content Marketing

Managing expectations in B2B content marketing

Your audience's opinions abut your content depends largely on their expectations, but few B2B marketers think about managing expectations around their content marketing.


Five reasons why B2B marketers need a coherent approach to digital content

In an interesting though at times over-excited Marketing Manifesto ebook Velocity proposes six B2B Staples, the first of which is content marketing.

Content has always been important to B2B, so why all of a sudden am I writing a blog post about it? For the simple reason that the business audience mindset has been shifting and digital content is the new brochure. 


Content marketing: sometimes the obvious answer is the best

It’s an age old question for content marketers: what’s the recipe for ideal content that will be read, linked, tweeted and otherwise disseminated around the web?

We have an informal motto when it comes to online content: for something to be worth your time, it has to be either Useful or Amusing.


Article marketing: is it worth the effort?

Increasingly the content marketing is growing from a glint in the copywriter’s eye to a fully fledged marketing beast, rampaging through budgets and upsetting marketing manager’s neatly planned timetables (We even run a course about it).

Someone, somewhere finally figured out that if you have a lot of compelling content, then you’ll get more readers hanging out on your site. Of course, the trick lies in making people aware of all that fantastic content in the first place.

It’s fair to say that users are often creatures of habit, visiting the same blogs and sites on a daily basis, so while link building and guest blogging have major parts to play in a detailed content strategy, occasionally the only way to get in front of those cloistered users is to market articles directly to sites they are already visiting.


B2B marketers: the revenue cat is out of the bag

There's been a sea-change in B2B marketing and it's all about our relationship to revenue.

Here's why it's a good thing, why it's an inevitable thing and what you B2B marketers can do about it.

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Publish, engage, sell with 'ethical bribes'

Leading marketers are investing in a NEW approach to creating sales and leads. Are you? Here's what it is and how you can.


11 steps toward a content strategy

lorem ipsumIBM recently published research showing that about 80 percent of those who begin a corporate blog never post more than five entries. And that's just blogging. The Internet is littered with near-tweetless Twitter accounts, expressionless Facebook pages, no-one-home YouTube channels. In the rush to adopt social media as a tactic, too many marketers leave strategy in the dust.

Increasingly, marketing isn't about buying media, the advertising model. Media is cheap -- or often even free. But rolling your own media brings with it a new set of challenges: coming up with enough content to fill all those blank pages, blog posts, profiles and such....and doing so on a regular basis, not just in a one-off burst of Week 1 enthusiam.