B2B online marketing - content and inbound are all the rage. Content needs to do more than create traffic. Aim to build trust, engagement and reputation.
Richard Hussey's insight:
While it's great that content is getting so much attention I have a small worry that some of this is being driven by businesses looking for a replacement for redundant SEO techniques. Good content has so much more to offer for effective online markeing than just generating traffic.
Top Social Media Marketing Gurus Revealed Their Best Social Media Traffic Source.
Richard Hussey's insight:
Interesting to see the continuing emergence of Google+ as a serious contender. Slightly puzzled that nobody mentioned LInkedIn, but that may be down to the volume of traffic that you are after. For many smaller B2B businesses LinkedIn can be a goldmine.
One of the main topics of conversation will be what is commonly referred to as content marketing but is arguably just an extension of a solid SEO and social media strategy. I like to call it SEO-friendly content (e.g.
From a traditional marketing standpoint, the answer to the above question is simple. Content marketing is the creation of valuable content that has a mar (What’s the Difference Between Content Marketing and Copywriting?
Search Engine Optimisation – the art (or possibly science) of getting your website to rank as highly as possible in search engine results. What does this mean in the light of Google’s continuing updates to its ranking algorithms? Does it even still exist in the way that we previously understood? And can SEO specialists still add value to your business?
Several years ago (in internet years, anyway) it became clear to some marketers that one of the best ways to capture market share was through creating amazing content. Whether through blog posts, ebooks, social media, cartoons, videos, whatever -- helpful, educational, and interesting content was the name of the marketing game.
Today, I think it's fair to say that not just some, but most marketers are on board with this whole "content-is-important-for-marketing" thing. Our 2012 State of Inbound Marketing Report, for example, showed that the average budget spent on company blogs and social media increased from 9% in 2009, to 21% in 2012. Furthermore, over 81% of marketers in the survey named their company blog as "useful" or better to their business. And LinkedIn, YouTube, Facebook, and Twitter were considered "useful" or better by over 60%. Cool, so it seems like a good chunk of us are on board and rocking it with content. So ...
... What next? For a while now, the industry has been leading up to the next phase of marketing that is finally here in full swing -- context marketing. Whether you know what that means or not (no worries, we're about to tell you), I think you'll find that it's something you've either dabbled in, or wanted to dabble in, for some time. But now, there's actually plenty of technology available to do more than just dabble in it! So this post is going to introduce you to the concept of context marketing, and show you just how powerful it can be if you incorporate it into your marketing strategy.