5 Keys to Creating B2B Content That Engages Different Verticals

According to new research by the Content Marketing Institute and MarketingProfs, B2B marketers create content for an average of four audiences. The 2015 B2B Content Marketing: Benchmarks, Budgets and Trends – North America report also states that B2B marketers use an average of 13 different content marketing tactics. This tactics include blogs, e-newsletters, case studies, […]

3 Ways to Make Your Technology Marketing More Human [Insights from SpiceWorld 2014]

IT professionals love robots. They can chat for hours about R2-D2, Data and K-9. However, they don’t feel the same about robotic marketing. I attended SpiceWorld 2014 and had the opportunity to sit down with Jennifer Slaski, executive director of marketing communications at Spiceworks. She offered advice on how technology marketers can make their content […]

Why IT Buyers Aren’t Responding to Your Content [Insights from SpiceWorld]

According to a new report from Spiceworks, technology marketers are missing the mark when it comes to engaging IT buyers.   The How to Win Friends and Influence IT Pros report states that IT pros want to have honest conversations with their peers and brand reps when they make buying decisions. However, technology marketers place […]

11 Red Flags That Your B2B Content Is Boring

One of the biggest challenges in B2B marketing is creating content that engages your target audience. Not only must your content attract leads, but it also must engage those leads throughout your entire sales cycle. Plus, as more B2B companies dive into content marketing, you’ll have more competition for the same audience. So, how do […]

The #1 Way to Avoid Embarrassing and Costly Typos in Your Marketing Copy

Photo source I’m a big believer in having an extra set of eyes review my copy before I publish it or send it to a client. It’s easy to miss typos when you’re focused on producing a lot of content and meeting tight deadlines. At the least, a typo is a nuisance. You may receive […]

Should You Use Social Media or Traditional Marketing to Engage IT Buyers? [IT Pros Sound Off]

When it comes to making the best use of your marketing time and resources, should you: Send more emails or post more content to your blog? Create a direct mail campaign or run ads on LinkedIn? Host a webinar on your website or a Hangout on Google+? With so many options, it can be hard […]

7 Ways to Promote Your White Papers to Get More Downloads, Leads and Shares

White papers, guides and ebooks are time-intensive content marketing projects. It’s surprising that many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will pour in. Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers […]

How to Share Content Responsibly and Avoid Putting Your Organization at Risk

This article was originally published by MarketingProfs. As content marketers, we get excited about sharing content. From articles and videos to blog posts and photos, we live to spread content love. Many of us, however, are unaware that the content we share is protected by copyright. In fact, every time someone creates a piece of content, […]

How to Get Your Content Featured in Top Technology Blogs

Many B2B blogs look sad. These niche blogs may not get a lot of traffic, comments or shares – even if they contain excellent content. If you oversee a B2B blog, it may sometimes seem like you’re publishing in a ghost town. There are plenty of steps you can take to increase your blog’s traffic, […]

How Not to Get Your B2B Content Blocked by Your Ideal Customers

Celebrity gossip … game requests … Rob Ford news … We all have posts that we wish we could block on Facebook. When I complained that I was sick of seeing endless “news” about the Kardashians, a friend recommended that I install F.B. Purity. It’s a browser extension that lets you block game requests, ads […]

How to Create B2B Lead Nurturing Content That Wins You Customers

Blogging … social media … webinars … According to MarketingProfs, 71% of B2B marketers now use content marketing tactics such as these to generate leads. In fact, many recent studies have shown that the tide is turning. B2B marketers are moving away from “me-focused” marketing to attract new leads with helpful content. However, what often […]

How to Find the Time for Content Marketing

Ask any B2B marketer what their biggest content marketing challenge is, and they will likely say, “finding the time to get it done”. In fact, the 2014 B2B Content Marketing Benchmarks, Budgets and Trends – North America report stated that 69% of B2B marketers cited “lack of time” as their biggest content marketing challenge. However, […]

Should You Remove the Comments Feature From Your B2B Blog?

My name is Rachel and I just removed the comments feature from my blog. When I made the decision, I wasn’t thinking about blocking opinions that differ from my own or dealing with trolls. I simply wasn’t getting enough comments to make keeping the feature worthwhile. The empty comment boxes made my blog look sad.  […]

How Original Research Can Help Your B2B Technology Company Stand Out

When I write blog posts for myself or for my clients, I look for compelling statistics to back up what I’m saying. However, it is often hard to find new sources that have published research on my topics, so I end up citing the same sources over and over again. This means that there’s an […]

How to Build a B2B Blog that Attracts Leads and Increases Your Conversions

According to InsideView, B2B marketers who blog generate 67% more leads than those who don’t blog. However, many B2B marketers struggle to engage their target audience and increase their conversions through their blogs. Check out the webcast below, where I discuss how to build a B2B blog that attracts high-quality leads and motivates them to […]

3 B2B Blogging Trends to Watch

Blogging is now one of the top content marketing strategies for B2B marketers. According to research from the Content Marketing Institute and MarketingProfs, 76% of B2B marketers are now using blogs – up 11 percentage points from two years ago. While 62% of the survey’s respondents think their blogs are effective, an amazing 79% of […]

5 Ways to Get Your Internal Team to Write for Your B2B Blog

Growing your B2B blog is a group effort. However, it can be challenging to get your internal subject matter experts to share their knowledge on your company’s blog. After all, blogging is likely not part of their job description, and they may not place writing posts high on their list of priorities. If you want […]

3 Big Reasons Why You Should Add Content Curation to Your B2B Marketing Mix

One of my first jobs after university was working for a nonprofit arts organization. The organization had a small gallery where local artists displayed their work. The artists would create shows around specific themes and only hang pieces that related to each other and made sense in the context of the show. Then, people who […]

Join the 2014 Content Sharing and Curation Challenge!

I recently wrote an article for the Content Marketing Institute’s blog on the benefits of curating content along with creating original content. The article also provides tips on how to curate content if you want to attract more B2B leads. Although directing your audience to others’ content may seem like counterintuitive marketing advice, it can […]

2014 B2B Content Marketing Predictions

It’s that time of year again. Time to look forward to a new year and work on reaching your 2014 marketing goals. I was recently asked for my thoughts on what B2B marketing would look like in 2014. I don’t have a crystal ball, but here are three trends that I havebeen observing and think […]