The average attention span in 2015 was 8.25 seconds[i]

To put this statistic into perspective, the average attention span of a goldfish is 9 seconds. Yes, that’s right… humans now have a shorter attention span than goldfish! And this information is a generalised number, as when it comes to viewing webpages and content, the time is no doubt a lot less than 8.25 seconds. So, what does this mean for B2B marketing content? Well, the landscape is changing and a paradigm shift is taking place. Are you ready?

 

Topics: B2B Content Marketing, content marketing, B2B Content

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.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

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.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

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.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

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.

Topics: B2B, content marketing, B2B Marketing Content, B2B Content, Unique B2B Content

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.

Topics: B2B Lead Generation, content marketing, B2B Marketing Content, B2B Content

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.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

A lot is written for marketers about how to align a content strategy with business objectives. But not a lot for the actual business leaders.

Topics: B2B Content Marketing, B2B, B2B marketing, B2B Marketing ROI, B2B ROI, content marketing, B2B Content

Topics: B2B Content Marketing, B2B marketing, content marketing, B2B Content, B2B Content Marketing ROI, B2B Content Report

In their recent Content Marketing in the UK 2015 report, the Content Marketing Institute examined the current state of B2B marketing content, and where it’s heading in 2015. For many, the results were encouraging with 85% of UK respondents saying they use content marketing.

Topics: B2B Content Marketing, B2B marketing, content marketing, B2B Content, B2B Content Marketing ROI, B2B Content Report

Topics: B2B Inbound marketing, B2B Content Marketing, B2B marketing, content marketing, Inbound marketing

Topics: B2B Content Marketing, B2B, B2B marketing, content marketing, B2B Marketing Agency, Marketing Agency

Push versus pull marketing; outbound versus inbound marketing; what’s it all about? Let us break it down for you.

Topics: B2B social media marketing, B2B Inbound marketing, B2B Content Marketing, B2B marketing, content marketing, Inbound marketing

Take a look around your house and you’re bound to find items that you just couldn’t wait to buy. But, now that you’ve bought them, they just aren’t as good as you’d hoped and they sit there aimlessly providing neither function nor aesthetic.

Topics: B2B Inbound marketing, B2B Lead Generation, b2b sales leads, content marketing, Inbound marketing, B2B Marketing Automation, Marketing Automation tools

When using an inbound marketing strategy, it’s important to remember that your content needs to include key ‘takeaways’ such as hints, tips, facts and figures. This information is data that the reader can take action from in order to make a positive impact on their business.

Topics: B2B Inbound marketing, B2B Lead Generation, b2b sales leads, content marketing, Inbound marketing, Infographics