Everyone’s talking about great content – where to find it, how to write it, and how to use it to fuel B2B campaigns which generate real and measurable results. Once considered a department which shied away from metrics, today’s marketing wordsmith’s know only too well how important it is to prove the selling power behind their words.Read More
As a B2B marketer, do you feel like you’re on the same wavelength as the buyers you’re targeting? Do you think you understand exactly what their needs are, what they take away from the B2B marketing content you provide them with, and what types of content they’d like to see more of in the future?Read More
Although we are marketers, we are also consumers, which means we’ve no doubt seen our fair share of marketing content in our time. Now, consider this, when was the last time a piece of content really captured your attention and kept you engaged? A week ago? A month ago? The fact of the matter is that as marketers flood the industry with sub-standard content, the more we all become jaded to the concept. Additionally, the frequency at which content such as blogs are being published is nothing short of saturation. Without relevance and a realistic publishing frequency, content will be almost useless for lead generation before we know it.Read More
Ahhh, Dry January. The annual challenge to abstain from alcohol after the prolonged period of indulgence that is the festive season. More than 2 million people took part in Dry January last year and that number is expected to increase this month, as more and more of us seize the opportunity to detox our bodies and minds ready for a new year[i].Read More
Picture the scene… a world torn apart by war as a robot network attempts to finally make humanity extinct. The only thing standing in its way… a small band of human fighters who refuse to be beaten.
Okay, so it isn’t as dramatic as the latest Terminator incarnation, but there is growing talk within content spheres about so-called “content bots”. That’s right, robots that can write articles and post them online for you and me to read. Well, not exactly robots, but a computer programme.
It’s no surprise to find that B2B marketing content is continuing to grow in popularity. With the promise of higher quality leads and reduced costs compared to outbound channels, content ticks all the right boxes. Over the past two years, content has gone from being an after-thought on marketing campaigns (if there was still budget left) to becoming a major player in marketers’ multi-channel campaigns. However, there was always an issue… measuring ROI.
We all know that the B2B marketers who create original and unique content are the ones who will stand out from the crowd and generate the most ROI over the coming months and years. The secret though, is how to change current content curation processes into idea-filled original content that’s engaging and likely to generate leads, sales and revenue. To help you with this transition, we’ve created a scrapbook of ideas and techniques that will have you pushing the boundaries of innovation in no time. And the starting point is the coming together of the right team.
According to Forbes.com, 58% of B2B marketers plan to increase their content marketing budgets over the coming year. But, will they be investing in original content or curated content? In order to debate and examine this subject closer, it’s first necessary to clarify exactly what each term means.
During the run up to an election, party political rhetoric increases significantly. By now we are all used to the multitude of leaflets posted through our letterboxes, party political broadcasts replacing TV adverts, and town centres grinding to a halt as MPs speak on a personal level to prospective voters.
Winning the vote of your prospects by closing them as customers is a number one priority for businesses. One tactic to be increasingly employed as a means of achieving this important goal is the production of B2B content. However, with so much content being pushed out, how do you ensure you stand out from the noise? The answer lies in this timely infographic, which likens this year's general election to a marketer's most prominent content marketing problem - how to create unique B2B marketing content and win your audience's votes.
Over the past few weeks, I’ve found myself pondering ‘what is the future of B2B marketing content?’ It’s obvious that the market is becoming saturated with content as more and more businesses create and curate ebooks, infographics, tip sheets and much more. But with the increase in content, there’s also the unavoidable increase in low-quality content that provides the reader with no insights or key takeaways.
In a recent survey by BrightTALK (which surveyed 600 marketing professionals), the respondents were asked what they believed made B2B marketing content effective. The results, as shown in the graphic below, found that the top three priorities were audience relevance (58%), engaging and compelling storytelling (57%) and information that triggers a specific response (54%). These three factors are the fundamentals of any good B2B content marketing.