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Leads Take Hold as the Primary Goal of Content Marketing

Leads Take Hold as the Primary Goal of Content Marketing | B2B Marketing-The Practical Side | Scoop.it

Content marketing saw its importance balloon between 2012 and 2013. According to the digital marketing company that delivers branded newsletters and content for vertical markets IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.

 

And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.

 


Via Anita Windisman
Lydia's Marketing & Communication Consulting's insight:

More evidence on the increased emphasis of content as a way to drive leads (49% of co's have formal content marketing strategies in 2013, up from 28% in 2012). But this article also validates something I keep seeing -- that businesses are investing in content as a lever but struggle with the implementation, citing content marketing as one of the most difficult tactics to pull off. My opinion is more co's need to invest a bit more of the pie in thoughtful, well-managed implementation to get the results they need (i.e. create a strategy for the strategy).

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Anita Windisman's curator insight, August 11, 2013 6:14 PM

Did you catch this statistic:  This year, generating MORE leads was the #1 goal, cited by 44% of respondents, far ahead of any other response.  Content curation and sharing must be part of any social selling initiative!

B2B Marketing-The Practical Side
Philosophies, best practices, tips and resources for B2B marketing effectiveness
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Why I Shy Away from the Term 'Content Marketing' - Business 2 Community

Why I Shy Away from the Term 'Content Marketing' - Business 2 Community | B2B Marketing-The Practical Side | Scoop.it
Why I Shy Away from the Term 'Content Marketing'
Business 2 Community
I don't like the term Content Marketing because when it's used with certain people and/or without proper context, it can cause confusion or be potentially meaningless.
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8 Ways to Use Email Alerts to Boost SEO - Whiteboard Friday

8 Ways to Use Email Alerts to Boost SEO - Whiteboard Friday | B2B Marketing-The Practical Side | Scoop.it
Posted by randfish
Link building is nowhere near dead, and some of the best link opportunities can be discovered by setting up email alerts for various things that are published on the web.
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Why I Shy Away from the Term ‘Content Marketing’

Why I Shy Away from the Term ‘Content Marketing’ | B2B Marketing-The Practical Side | Scoop.it

I don’t like the term Content Marketing because when it’s used with certain people and/or without proper context, it can cause confusion or be potentially meaningless. It’s a common term among marketers but not my target audience (buyers), i.e. I have never heard a client or prospective client use the term ‘content marketing’.

Lydia's Marketing & Communication Consulting's insight:

There are many ways to discuss content's role to drive business. If you are a marketer trying to sell or implement the concept of 'content marketing', know your audience and frame the conversation in a way that makes sense to them. 

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The 4th Wave of Content Marketing: From Passive to Interactive

ion interactive's co-founder and president, Scott Brinker's presentation from the recent Demand Metric Virtual Summit.

Lydia's Marketing & Communication Consulting's insight:

I don't care how tired people are of the phrase "Content is King". It IS, if you want your marketing plans to succeed in driving sales. 

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SlideShare Best Practices: How to Turn Written Content Into a Winning Deck

SlideShare Best Practices: How to Turn Written Content Into a Winning Deck | B2B Marketing-The Practical Side | Scoop.it
At the recent Authority Intensive 2014 conference, there was a lot of talk from the stage and amongst the attendees about SlideShare.
And with good reason.
Lydia's Marketing & Communication Consulting's insight:

Great tool for B2Bs... not only for creating Slideshares but presentations in general. 

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How Your Sales Behavior Affects Your Sales Pipeline [Infographic]

How Your Sales Behavior Affects Your Sales Pipeline [Infographic] | B2B Marketing-The Practical Side | Scoop.it
Everything you do – from the methods you use and the time you spend prospecting to the service you provide potential and existing customers to the way you track your activity – determines…
Lydia's Marketing & Communication Consulting's insight:

Great perspective for B2Bs...

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How do I generate leads for my start-up? | Wendy Bryant-Beswick

When leads pour in, business is booming – unless you can’t close a sale. The hardest part about Sales however, isn’t usually closing a deal; it’s finding interested buyers.

Lydia's Marketing & Communication Consulting's insight:

Don't throw money away. Think before you act; it's not that hard and higher quality leads will come as a result. 

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4 Strategies to End the Struggle Between Marketing and Sales

4 Strategies to End the Struggle Between Marketing and Sales | B2B Marketing-The Practical Side | Scoop.it
By Pieterjan Bouten
Marketing and sales are often mentioned in the same breath, giving the appearance of two groups working together as one cohesive unit. In reality, the two can be more like oil and water.
Lydia's Marketing & Communication Consulting's insight:

I like #2, Set a Common Goal. Agree on what the path to success looks like!  If B2Bs did this as a matter of course they would likely see better and faster sales results. 

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7 Ways That B2B Companies Underestimate Content Marketing

7 Ways That B2B Companies Underestimate Content Marketing | B2B Marketing-The Practical Side | Scoop.it
More and more, B2B companies are embracing content marketing strategies. But are they leveraging them to their full potential?
Lydia's Marketing & Communication Consulting's insight:

Great tips and so true that "content must drive all of your online marketing strategy'...

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The 2014 Marketing Automation Performance Survey [infographic]

The 2014 Marketing Automation Performance Survey [infographic] | B2B Marketing-The Practical Side | Scoop.it
The 2014 Marketing Automation Performance Survey with Infographic from Heinz Marketing.
Lydia's Marketing & Communication Consulting's insight:

Become capable of persona-based nurturing if you want to improve ROI...

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COVER STORY: Social Media in B2B

COVER STORY: Social Media in B2B | B2B Marketing-The Practical Side | Scoop.it
B2B Marketing’s Social Media Benchmarking Report reveals marketers have no social strategy. Maxine-Laurie Marshall delves into the findings
Lydia's Marketing & Communication Consulting's insight:

Top-level summary on social media in B2B companies--from interviews with 288 client side marketers. Good overview to spark ideas for a more strategic approach to social (something many B2Bs lack). 

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Victoria Bennett's curator insight, April 21, 1:22 AM

Great data, compare the benchmarks with your own data.

Ali Anani's curator insight, April 24, 12:55 AM

Social media and business facts

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How Use Storytelling to Cut Through the B2B Content Clutter [Infographic]

How Use Storytelling to Cut Through the B2B Content Clutter [Infographic] | B2B Marketing-The Practical Side | Scoop.it
Learn how to supercharge your content marketing efforts with storytelling.
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Collaboration: The New In Content Marketing

Collaboration: The New In Content Marketing | B2B Marketing-The Practical Side | Scoop.it
How to get a world class content production team delivering maximum value
Lydia's Marketing & Communication Consulting's insight:

Exactly; a risk for B2Bs and B2Cs alike..."A failure to unite disciplines will lead to chaos, duplication, rising costs and missed opportunities to optimise for real success. If your marketing team isn’t built for collaboration then it’s time to think of something new."

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Basic Brand Strategy Template for B2B Startups

Basic Brand Strategy Template to help fast-moving B2B startups with minimal budget, get up-and-running quickly. 


Via Dennis Bailen, CMO, Chief Outsiders
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26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI

26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI | B2B Marketing-The Practical Side | Scoop.it

I’m pretty sure by now you’ve heard all about the wonders of content marketing.  Maybe you’ve approached your CMO about testing the waters?  Back up your reasons for switching focus from traditional marketing to inbound marketing strategies with this compilation of compelling stats of content marketing success.

Lydia's Marketing & Communication Consulting's insight:

Handy tool to bookmark...

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Social Media Engagement is Not a Strategy

Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost.

Lydia's Marketing & Communication Consulting's insight:

Amen...

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14 Brilliant B2B Marketing Strategy Guides | B2B Marketing Blog | Webbiquity

14 Brilliant B2B Marketing Strategy Guides | B2B Marketing Blog | Webbiquity | B2B Marketing-The Practical Side | Scoop.it
Find out how b2b marketers should evolve their strategies, what types of messages matter most to today's buyers, which long-held beliefs to discard, and more.
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How A Modern Sales Team Can Beat The Competition With Relationships [Infographic]

How A Modern Sales Team Can Beat The Competition With Relationships [Infographic] | B2B Marketing-The Practical Side | Scoop.it
Buyers have changed, so buying has changed. As a result, relationships matter in modern selling more than ever before.
Lydia's Marketing & Communication Consulting's insight:

For those who have been living under a rock the last 5-10 yrs, B2B buying behavior has changed and relationships to help them through the process matter more than ever. 

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A Brand Strategy Template for B2B Startups

A Brand Strategy Template for B2B Startups | B2B Marketing-The Practical Side | Scoop.it
This post is geared towards B2Bs building their brand strategy for the first time and/or wanting to get to market quickly, but it can also be used by businesses wanting to rebrand or go to the next level.
Lydia's Marketing & Communication Consulting's insight:
Try to resist the temptation to fill in this template based on internal opinion and guesswork—rarely does that work out without spending more money later because your audience rarely thinks about what you do and offer the way that you do.
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19 Remarkable Guides on Business Strategy, Leadership and Motivation | B2B Marketing Blog | Webbiquity

19 Remarkable Guides on Business Strategy, Leadership and Motivation | B2B Marketing Blog | Webbiquity | B2B Marketing-The Practical Side | Scoop.it
Discover how can companies tap the social exposure potential of their workforces, which beliefs managers, leaders, and entrepreneurs need to discard, and more.
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How to Build a Lead Nurture Campaign

How to Build a Lead Nurture Campaign | B2B Marketing-The Practical Side | Scoop.it
CMOs that excel at Lead Nurturing generate higher quality and quantity sales ready leads.  Forrester Research states a 50% increase, 33% lower cost per lead Aberdeen Group finds 2X win rate with 47% higher average order value SBI client experiences...
Lydia's Marketing & Communication Consulting's insight:

Good reminder to invest in lead nurturing in addition to lead generation. Big mistake to not factor it into B2B marketing plans.

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5 Mistakes Businesses Make with their Website Home Page

5 Mistakes Businesses Make with their Website Home Page | B2B Marketing-The Practical Side | Scoop.it
What makes a great website home page? Ask five people and you likely will get five different answers. As I talk with businesses wanting to improve their online performance of growing leads and conver…
Lydia's Marketing & Communication Consulting's insight:

The mistake I see the most (at least with B2Bs), is #2: Headlines and copy about your stuff.  


It’s not about you, your products or services, but about them. A great home page outlines the problems your company solves. 

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How to Prepare Your Brand for Business Storytelling Success

How to Prepare Your Brand for Business Storytelling Success | B2B Marketing-The Practical Side | Scoop.it
Business storytelling leverages well-crafted narratives in a diverse range of content types. When it's done well, it can effectively support your brand, forging a strong connection with your audien...
Lydia's Marketing & Communication Consulting's insight:

Great tips, particularly for fast-moving startups trying to get to market. Creating QUALITY brand stories takes skill, insight and ongoing effort driven from a strategic plan.

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How to Optimize Your Website FAQ Content to Get Calls-To-Action

How to Optimize Your Website FAQ Content to Get Calls-To-Action | B2B Marketing-The Practical Side | Scoop.it
The purpose of an FAQ page is to clear up some confusion about your products and services. But what many businesses don’t realize is that by just answering questions and not considering how to add meaningful value to the user and enhance the brand story, a powerful marketing opportunity is lost.

Lydia's Marketing & Communication Consulting's insight:

Lots of good tips...Use the FAQ page as a branding opportunity and a way to break down barriers. Add CTAs, images and links. Answer questions regularly asked by your customers and staff. Sort by categories. 

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What We All Thought About Millennials Is Actually True | Common Sense

What We All Thought About Millennials Is Actually True | Common Sense | B2B Marketing-The Practical Side | Scoop.it

A new research study by SDL digs deep into the behaviors of millennials and how they interact with brands, media and content. The study sampled more than 300 millennials in the U.S. (ages 18-36), all college educated and employed full-time. The study itself builds on the SDL’s recent Privacy Study that found 79 percent of customers are willing to provide personal information to a brand they trust. 

Lydia's Marketing & Communication Consulting's insight:

Good read for B2Bs trying to reach active and busy target audiences. Whether Millenials or any other demographic. "Brands must adopt the same principles as media companies if they truly want to reach this very active demographic – being storytellers, building a content engine, aligning internal teams to optimize content operations and being agile."

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