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 […]

3 Ways to Reduce Your Content Marketing Costs

Content marketing budgets have been steadily increasing. The B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report stated that 60% of B2B marketers plan to increase their content marketing budget this year. Although these budget increases show that more marketers are seeing the value of using content to attract and engage customers, businesses are still […]

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 […]

Why Today’s “Content Marketing” Will Be Tomorrow’s “Marketing”

When people ask me about content marketing, I often want to tell them that it will be tomorrow’s “marketing”. Although content marketing is a relatively new idea, it’s gaining considerable traction among savvy marketers who are realizing the benefits of creating valuable and educational content for their target audiences. I believe that in the future […]

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 […]

How to Make Your Content Marketing More Social

The 2011 Social Media Marketing Report stated that 93% of marketers are now using social media for marketing purposes. Although almost everyone is using social media, many marketers are still uncertain of how to get the greatest ROI from their efforts. The 2011 Social Media Marketing Report also revealed that marketers’ #2 concern is how to integrate and manage all of their social media activities.

Content marketing and social media go hand-in-hand. They both focus on sharing ideas, building relationships and growing communities. Here are three ways you can integrate social media with your content marketing to increase your ROI …

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 Double Your B2B Content Without Doubling Your Workload

According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report, one of the top concerns of B2B content marketers is producing enough content to engage prospects and customers. Since most organizations don’t have unlimited resources, it can be challenging to constantly feed your blog, website, social networks, newsletters, and other marketing channels with new and valuable information.

However, you can save time on content development and reach a larger audience if you find ways to reuse or reinvent the content you have already created. Here are three ways you can get double (or even triple) duty out of your B2B content …

18 Hot Topics for B2B Blogs

One of the biggest challenges B2B marketers face when they develop a blog is maintaining its momentum. You may write a few posts, run out of ideas and let your blog sit empty as you devote your time to other projects. However, to realize benefits from a corporate blog, you must post engaging content on a regular basis. Here are 18 topic suggestions for your B2B blog …

The 3 Biggest Shifts Needed for Successful B2B Content Marketing

Content marketing is a fairly new concept that many marketers are struggling to figure out. To achieve benefits from content marketing – such as increased brand awareness, web traffic, leads and sales – many technology marketers have to rethink most of what they were taught about marketing. Here are 3 shifts in thinking that will help you compete with your content marketing-savvy competitors and increase your ROI …

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 …

3 Things a DJ Can Teach You About Content Marketing

Since I spend a great deal of time thinking about both marketing and Lindy Hop, it’s not surprising that learning how to DJ for dancers reminds me of marketing. Some marketers are like inexperienced DJs. They blast out a message when their audience may want something completely different. However, if you don’t pay attention to your audience and give them what they want, they will ignore you and go to your competitors. Here are 3 ways to play to your crowd:

3 Ways to Break Out of a Content Marketing Rut

Einstein defined insanity as “doing the same thing over and over again and expecting different results.” If your content marketing is on autopilot and you’re not getting the results you want, I wouldn’t say you’re insane, but you could certainly use some fresh ideas. Here are three tips to help you break out of your content marketing rut.

5 Keys to an Editorial Calendar that Keeps Your Content on Track

If you had the opportunity to attend Content Marketing World, or if you’ve been checking out all of the Content Marketing Institute’s amazing videos from the event, you may have lots of ideas on how to improve your content marketing. However, many organizations fail to see ROI from their content marketing because they don’t create a plan for getting everything done. This blog post will show you how to get your content marketing efforts moving forward with the help of an editorial calendar.