How to Attract B2B Customers With Personalized Content

Personalizing your content can help you attract more customers and stand out from the competition. And it may not take as much time or effort as you think … Today’s marketers are producing more content than ever. According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, 70% of B2B marketers are creating […]

Mind the Gap: The Missing Link to B2B Content Marketing Success

Many B2B marketers have a disconnect between the content they’re producing and the content their customers actually want. If your content doesn’t hit the mark, buyers won’t respond. Here’s how to identify and fill your content gaps so you can wow customers and get them to take action. It’s every content marketer’s worst fear …  […]

7 Keys to Creating B2B Product Pages That Convert Leads Into Customers

B2B buyers are conducting research online and waiting longer to speak with sales reps. Think of your product pages as a virtual sales team that educates buyers and answers their key questions. Here’s how to improve your product pages to engage leads and boost your sales. As a B2B marketer, you’re likely creating a ton […]

5 Ways Small B2B Marketing Teams Can Win at Content Marketing

Ask any B2B marketer about their top content marketing challenges, and they’ll likely say, “finding the time and resources to get it done”. This problem can be even harder if you have a small, in-house marketing team – or if you’re a marketing department of one. But even though you have a small team, you’re […]

The Top 10 B2B Content Marketing Posts in 2014 [Fresh Marketing Blog]

To succeed in content marketing, you need to walk the walk – not just talk the talk. Earlier this year, the Content Marketing Institute and MarketingProfs revealed that B2B marketers who have a documented content marketing strategy are more effective than those who don’t have a documented strategy. So, it’s no surprise that many of […]

5 Common Mistakes That Will Kill Your B2B Content Marketing Results in 2015

Many B2B marketers go year after year with their marketing on autopilot. They run ads in the same magazines, promote themselves on the same social channels and push out the same sales messaging. If it’s working, that’s great. However, the tides are turning. B2B buyers don’t want to be sold to and are getting better […]

How to Scale Your Content Across Regions – Lessons from “Global Content Marketing”

Much has been written on content marketing. However, there’s not a lot of information for marketers who need to scale their content across regions. Pam Didner’s new book, “Global Content Marketing,” fills this gap. The book defines global content marketing as “the process of developing and sharing relevant, valuable and engaging content with target audiences […]

21 Places to Share Your B2B Case Studies

There is an updated version of this post – 41 Fantastic Places to Promote Your B2B White Papers. Case studies are one of the most powerful B2B sales and marketing tools. Today’s B2B buyers want social proof before they purchase a product or service. Customer testimonials and case studies can give them this proof. According […]

10 Steps to an Effective B2B Content Marketing Strategy

If you’re planning your marketing, you likely have lots of content marketing projects in the works. And you’re not alone. According to research by the Content Marketing Institute (CMI) and MarketingProfs, 86% of B2B marketers now use content marketing to drive business. However, only 38% of B2B marketers think their content is effective. What causes […]

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 […]

3 Lessons Learned During My First Week on LinkedIn Publisher

  Earlier this year, LinkedIn opened its publishing platform to all of its members. This allows you to blog directly on LinkedIn. You might have heard this news and thought, “Not another blogging platform!” However, LinkedIn Publisher offers a number of benefits: Your posts are automatically featured in your LinkedIn profile, which gives your connections […]

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 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 […]