As every B2B brand turns to content marketing, we're about to be hit by a deluge of... crap. Here's what you can do about it.
Louisa Spiteri's insight:
I enjoy the Velocity Partners slides - this one has some great ideas though you have to slog through 50 slides. Ultimately you need to build highly useful and valuable content for your audience. Though easier said then done when you have to ignore businesss leaders egos and produce content for the audience, not for them.
Email has been around for a while now, and it’s done us all proud. The ubiquitous method of communication is so pervasive as a communication method that not having one is even more unusual than not having a telly (brave souls).
Louisa Spiteri's insight:
Some interesting ideas - especially geographically aware email on the horizon
Creating content that connects with the C-suite...
Content marketers spend lots of time and money creating just the right content to engage their customers and prospects, but much of it goes unheeded by the most coveted of audiences — the C-suite. Executives are a challenging audience, but because of their clout and buying power, it is well worth cracking the code on executive content. This is particularly true for B2B marketers, where executive relationships are so core to big ticket, ongoing spending.
Remember the good ol’ days when you would walk into a store and ask the store clerk for a recommendation? The clerk would give you their honest feedback and you would make a purchase based on what they said because you considered them an expert.
"It’s not enough to simply be creating content—to be publishing blogs and newsletters, and producing webinars and podcasts. Instead, brands have to be consistently creating and sharing really great stuff—not just stuff that’s merely good enough.
In content marketing these days, either you rock or you suck. This new era isn’t about storytelling; it’s about telling a true story well.
Such content creators will convey your company’s true story in a compelling way by uncovering the stories about your brand and how your customers are using your products and services; narrating them in a human, accessible way; and sparking conversation about your company, customers, or employees.
In other words, brand journalists bring a reporter’s sensibility to your content. They bring an editorial approach to building a brand.
Companies can’t adopt the “everyone is a publisher” mantra without a broader awareness of what it means to use content to build an audience, and they can’t cherry-pick the most “fun” parts of being a publisher and discard time-honored editorial processes. Here are some guidelines:
1. Tell the truth...
2. Use data...
3. Cite sources...
4. Seek out the best sources...
5. Check your spelling...
6. Root out opposing viewpoints...
7. Be aware of hidden agendas...
9. Keep things simple...
10. Think visually...
The best content has a human element to it. Why? Because your readers are people, which means they will relate better to your story if you relate it to them on their level. Even if you sell something inherently boring like technology or toasters, focus on how your products or services touch people’s lives...."
It's pretty clear that RedBull knows what they're doing when it comes to content marketing. The Space Jump took place almost a month ago, and people are still talking about how genius it was for the company's marketing and PR.
The metrics in this post are proof that, if you find the right event and create the right content on the right channels, you can completely explode.
Also, check out the awesome "Event hijack" by Kit Kat.
An important step for a brand that has a social media strategy, and wants to avoid crises, is to ensure that employees understand how to use those tools.
This Infographic by Mindflash demonstrates that 76% of companies do not have a clearly defined social media policy.
Social media consultants can be an expensive addition to your business. But in this day and age, no company can operate without a sound social plan.
Your best social media team might actually be your current workforce. But how can you find your company’s natural social media rock stars and get your entire team on board with your goals?
The Infographic breaks down how your team members will likely react to the need for social media training. For example, some of your employees may already have popular social media channels in their personal lives, while others may be opposed to your business’ push online.
Keep in mind that your team probably represents a wide range of social media experience. This will help you know how to identify the different groups and understand how to best get them ready to implement your strategy.
Savvy online marketers will tell you the money’s in the list! but that’s not entirely true. What they should be saying is that the money’s in the quality of the list, rather than the quantity of subscribers.
Don't get left behind, follow these 7 Steps to Brilliant B2B Marketing! Many Business-to-business (B2B) companies are already successfully getting great r. Marketing topic(s):Digital strategy development.
Often B2B organisations are not getting the most from today’s marketing since they don’t have a planned approach based on an integrated inbound marketing plan.
Smart Insights created an Infographic showing the latest research on how companies are using inbound marketing and digital marketing with advice on key issues to think through at each step which are relevant to all involved in inbound and content marketing.
The results across different studies show that while many companies are delivering brilliant results, many could do more.
The role and value of content marketing has dramatically changed in just the past year.
The problem is, while most businesses and companies realize the importance of content marketing and are attempting to engage in it (recent studies suggest 80-90%) many don't understand it and are making critical mistakes that could undermine their efforts.