5 Ways to Get More Leads from Your B2B Blog

“My company has a blog, but none of our readers are turning into leads. What gives?”

If you have asked this question, then you’re not alone. A growing number of B2B marketers are launching blogs to connect with potential customers. In fact, the 2013 B2B Content Marketing Benchmarks, Budgets and Trends North America report stated that 77% of B2B content marketers are now using blogs. However, many struggle to get the most ROI from this platform. The same report states that only 59% of B2B content marketers think that blogging is effective.

To improve the ROI from your blog, you may want to increase the number of qualified leads that come from your blog and move them into your sales funnel. To do this, you need to motivate your blog’s visitors to subscribe to your e-list. Here are five ways to make your B2B blog more lead-friendly …

Does Building Relationships with Customers Really Help Drive Sales?

It seems as though everyone who works in sales is discussing The Challenger Sale: Taking Control of the Customer Conversation. The book outlines the five types of sales professionals and cites research showing that the ones who focus on building relationships with customers actually perform worse than all of the other types of salespeople, with only […]

The Top 10 B2B Marketing Insights from Content Marketing World

  It’s that time of the year again … marketing professionals are returning to the office from summer vacations and trading long lunches on a patio for a quick bite in front of the computer. Since it can be hard to make the transition from relaxation to a regular work schedule, I was lucky to […]

The Biggest B2B Content Marketing Fear

Wow – it’s less than one week until Content Marketing World 2012  – the world’s largest gathering of content marketing professionals. I’m thrilled to be speaking at this event. My presentation will explore how B2B companies can use content marketing to generate leads and shorten their sales cycles. In preparation for Content Marketing World, I […]

The Biggest Mistake That Technology Companies Make with Their White Papers (A Rant)

One of my current projects involves helping a client develop content for their blog. As part of their content curation strategy, I scour the web for resources that the blog’s readers – technology professionals – will find valuable. Then I write short positive reviews of these resources and post links to their landing pages. I […]

15 Ways to Get to Know Your Target Audience

One of the biggest factors impacting the success of your marketing is how well your audience relates to your content.  If your audience feels that you understand their needs and can help them, they will be more likely to respond to your calls to action. If your content isn’t relevant, they will tune your messages […]

How to Prioritize Your B2B Lead Generation and Content Marketing Efforts

  Whether you’re starting out with content marketing, changing your marketing strategy to focus more on your customers or planning your next lead generation campaigns, it can be easy to get overwhelmed. You’ll probably have a mile-long list of projects that you would like to tackle, such as new white papers, launching a blog or […]

How to Create Google-Friendly Content that Increases Your Conversions

By Rachel Foster   If you’re using SEO as a marketing strategy, you’ve probably heard about Google’s recent algorithm changes. The updates are designed to penalize websites that are engaged in shady content practices, such as keyword stuffing and publishing bad content just to get traffic. I recently received an email from Outbrain stating that […]

3 Keys to Increasing Your Content Conversions

By Rachel Foster Do you know how well your content is working for you? Although a growing number of marketers are turning to content marketing to increase their conversions, many have a hard time determining how well their efforts are paying off. I recently interviewed Scott Armstrong, general manager of Brainrider, a Toronto B2B content […]

The Biggest B2B Content Marketing Mistakes [Video]

A few weeks ago, I had the privilege of speaking at the Toronto B2B Marketing Meetup. This regular networking event is sponsored by BrainRider and includes short presentations on all aspects of B2B marketing. If you’re in Toronto, I encourage you to attend the next meetup. Here is a video of my presentation – The Biggest B2B Content Marketing Mistakes …

3 Keys to More Compelling Case Studies

This post was originally published by the Content Marketing Institute. According to the Content Marketing Institute’s B2B Content Marketing 2012 Benchmarks, Budgets and Trends Report, 70 percent of B2B marketers find case studies to be an effective content marketing tool. That’s because they can increase customer confidence in your organization, educate prospects on how to […]

Is Your Content Marketing Too Safe?

Asking tough questions and challenging your customers can strengthen your content marketing. The B2B sales cycle is long – with customers reviewing multiple service providers before they make a purchasing decision. If your content is too general or “safe”, you won’t stand apart from your competition or show potential customers that you really understand their issues.

By challenging your customers – or providing them with content that forces them to think deeply about their problems and how to solve them – you will make your messages stick. Your content will resonate more with your target audience, which can lead to increased sales and improved ROI. Here are three ways that you can challenge and inspire your customers …

3 Keys to Corporate Blogging Success

Outbrain recently published The State of Content Marketing 2012. The report revealed that 82% of brand and agency marketers plan to increase their content marketing efforts this year, namely to increase brand awareness and target early-stage leads. The report also revealed that social media is the most popular way to drive traffic to content, with 96% of respondents currently utilizing social media.

Since a blog can be the center of your social media strategy, I’d like to suggest some ways that you can use a blog to increase your brand awareness and drive more people to your content …

How to Get More Sign-Ups for Your Software Trials and Demos

If your organization sells software, you probably rely on demos and trials to attract leads and fill your sales funnel. However, since most software vendors now offer free trials, giving something away for free is no longer enough to convert leads. You’ll need to make your offers more engaging and relevant to your customers’ needs. Here are three ways you can increase the opt-ins for your demos and free software trials …

How to Increase the Conversion Rates on Your B2B Product Pages

According to MarketingSherpaʼs 2011 B2B Marketing Benchmark Report, generating high-quality leads is still the #1 challenge faced by B2B marketers. If you work for a B2B organization, much of your marketing probably aims to drive high-quality leads to landing pages for your products or services. However, once leads arrive at these pages, how many of […]

How to Bring New Life to Your B2B White Papers

There’s a debate happening about the value of white papers. In an effort to produce more content, many businesses are pushing out poorly-written white papers that do little to engage their target audiences. This is flooding people’s inboxes with boring content and causing marketers to question the format’s ROI. However, there are new ways to reimagine the classic white paper to excite and influence your audience …

5 Ways to Improve Your Landing Pages for Better Conversions

As a B2B marketer, you put a lot of effort into getting your target audience to visit your website and opt in for your white papers, videos and reports. However, if your landing pages don’t entice people to request your content, a lot of your hard work will be lost. That’s why I wanted to provide advice on how to improve your landing pages …

The #1 Way to Improve Your B2B Marketing

The B2B market is changing. A few years ago, buyers were more likely to contact a sales representative to learn about a product. Now they prefer to conduct their own research – either through online search or their social networks – and wait to speak with a sales representative. If you want to generate more […]

How to Select a White Paper Topic that Drives Leads

White papers can be a key element in your lead generation mix, especially if you sell technology products or services. According to the Eccolo 2010 B2B Technology Collateral Survey Report, 83% of technology buyers said “white papers were moderately to extremely influential in helping them make their final purchase decision.” However, many white papers miss the mark when it comes to engaging an audience and driving leads. One reason could be because readers don’t relate to the topic …

The 5 Biggest Questions About Creating Social Media Content that Drives Action

Many B2B marketers are turning to social media for lead generation. However, with an overwhelming amount of information shared within social media channels, it is becoming harder for companies to stand out and engage their target audiences. In my recent live chat on Twitter with host The Social CMO, I answered the top questions on “How to Create Social Media Content that Drives Action.” Here’s a summary …