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27 B2B Content Marketing Tactics [Research] - Heidi Cohen

27 B2B Content Marketing Tactics [Research] - Heidi Cohen | B2B Marketing-The Practical Side | Scoop.it
Do you keep using the same B2B content marketing tactics? Here are 27 tactics to spice up your content marketing offering with actionable marketing tips.

Via Naomi Assaraf, Danielle Uskovic, Catherine Pham
Lydia's Marketing & Communication Consulting's insight:

27 content tactics with actionable tips to improve your performance.

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B2B Marketing-The Practical Side
Philosophies, best practices, tips and resources for B2B marketing effectiveness
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Marketing Messaging and Copy Are NOT the Same Thing…

Marketing Messaging and Copy Are NOT the Same Thing… | B2B Marketing-The Practical Side | Scoop.it
(And Why You Should Invest in Professional Copywriting)

 

Lydia's Marketing & Communication Consulting's insight:

Your Messaging Strategy sets the foundation for what your brand needs to talk about and why.


Your Copy is more about the how. It’s an outcome of the strategy or general approach you’ve decided about the key messages that need to come across to your audiences. 


Good considerations and tips here, particularly helpful for startups. 

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Dale Simonson's curator insight, September 1, 10:55 PM

(copy, images, format, medium, layout, fonts and colours… all "how"s. Get the "what" first…) Then, as this article points out, write (or hire) great copy.

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A Guide to Good Key Performance Indicators (KPIs)

A Guide to Good Key Performance Indicators (KPIs) | B2B Marketing-The Practical Side | Scoop.it
What’s the difference between a good key performance indicator (KPI) and a bad one? Do you know? How can a metric be good one time and bad the next? –And what do KPIs really do, anyway?
Lydia's Marketing & Communication Consulting's insight:

Need help designing Key Performance Indicators for your marketing? The best KPI answers the question, “What is really important to me in the long-term?” It shows the goal of whatever endeavor you’re trying to complete. A good guide here...

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5 Inspiring B2B Marketing Campaigns

5 Inspiring B2B Marketing Campaigns | B2B Marketing-The Practical Side | Scoop.it
Source: GE
The words “inspiring” and “B2B” may not seem like they belong together in the same headline. B2B companies have gotten a bad rap when it comes to marketing campaigns, and that rap isn’t entirely undeserved.
Lydia's Marketing & Communication Consulting's insight:

Stories, games, longevity, brand power. All good recipe combos for campaign design.

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Writing an Effective Unique Value Proposition (Infographic)

Writing an Effective Unique Value Proposition (Infographic) | B2B Marketing-The Practical Side | Scoop.it
A business has to create something that’s different from its competitors. The differentiation must be clear, and it should require very little explanation. It is very important to have this clear differentiation.
Lydia's Marketing & Communication Consulting's insight:

How your product solves problems; benefits customers can expect; why you vs your competition. Simple...yet not. 

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'Social Selling'? What On Earth Does THAT mean?

'Social Selling'? What On Earth Does THAT mean? | B2B Marketing-The Practical Side | Scoop.it

A B2B sales and marketing trend getting a lot of buzz the last couple of years is Social Selling (usually in the context of sales teams upping their game and considering new opportunities to engage with prospects and stand out from the competition). Despite the buzz, many companies and sales teams have no idea what it really means to include social in their sales strategy.To try and understand, consider the buyer. 

Lydia's Marketing & Communication Consulting's insight:

Some good resources and insights for those just getting in the social selling game...

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More Than Personas: How to Know What Your Audience Really Wants

More Than Personas: How to Know What Your Audience Really Wants | B2B Marketing-The Practical Side | Scoop.it
Your content marketing only works when your audience responds to it. That’s a “no-duh” statement – we all know that. So beyond buyer personas, how can you really, really understand what your audience wants and how you can help them?
Lydia's Marketing & Communication Consulting's insight:

Call it whatever you want, the point is to invest time and money to understand what your audience REALLY wants. Companies that don't focus on this area in one way or another are going to struggle to succeed. 

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YoloCommunications's curator insight, August 10, 5:32 AM

Research your audience - gain insight through a social media audience analysis or carry out a more traditional survey to get their views and opinions. While you're at it, why not consider targeting consumers who fit your desired profile and see why they are not part of your current audience and what you need to do to convert them?

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ITSMA Online Survey: Communicating Marketing’s Impact and ROI to the C-Suite

Proving marketing impact and ROI is a challenge, but one that is more important than ever. B2B marketing organizations are undergoing a rapid and dramatic shift.

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The 2 Things You Must Nail For Lead-Generating B2B Content | B2B Marketing Insider

The 2 Things You Must Nail For Lead-Generating B2B Content | B2B Marketing Insider | B2B Marketing-The Practical Side | Scoop.it
Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? A focus on two things can help it all fall in place. The way people buy has changed dramatically. Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson (Corporate Executive Board).
Lydia's Marketing & Communication Consulting's insight:

I'm amazed at how many B2Bs not only don't get this, but aren't even willing to engage in a dialog about it. Lots of education left to do but we're getting there! 

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How Personas Keep B2B Marketers from Playing Guess Who with Content - Kapost Content Marketing Blog

How Personas Keep B2B Marketers from Playing Guess Who with Content - Kapost Content Marketing Blog | B2B Marketing-The Practical Side | Scoop.it

Buyer personas, built well, take a concerted effort to produce. While only 44% of B2B marketers say they have buyer personas, 83% of these marketers say they are only slightly or somewhat effective at using them. 

Lydia's Marketing & Communication Consulting's insight:

Love this as it's a great reflection of reality in many B2B organizations, i.e. the reality that most are not "getting it" when it comes to buyer personas. "The whole point of creating buyer personas is to use them, not just to check the box."  

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What Does “Community” Mean for B2B Digital Marketing?

What Does “Community” Mean for B2B Digital Marketing? | B2B Marketing-The Practical Side | Scoop.it

B2B businesses often approach social media marketing with an attitude that “bigger is better.” They eagerly believe that the more followers, the better. The more likes, the better. The more tweets at more times in the day, the better. However, effective B2B digital marketing is not a clear-cut numbers game.

Lydia's Marketing & Communication Consulting's insight:

Identify...

 

Connect

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YoloCommunications's curator insight, July 23, 4:45 AM

There is a misconception among many that you can't use social for B2B and there is no insight to be gained in that channel either. The community may be smaller but it is more concentrated and ideal for gaining insight on your target audience. You don't need to stop at identifying who makes up your community as you can create profiles and segment your audience.

 

To demonstrate the potential I would cite a recently completed social insight project for a B2B company, suppliers to the construction industry. Using quantitative and qualitative analysis of 1,000 conversations across social channels we were able to distinguish consumer from corporate voices, provide brand and competitor analysis, break down discussions on content and determine the impact of brand communication. The findings delivered strategic recommendations on client communication, brand positioning and feedback to enhance engagement, ultimately helping to improve sales performance.

 

Connect - yes.

Identify - yes.

Use the content available to investigate what people are saying - why wouldn't you?

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The Change In B2B – 4 Rules To Live By

The Change In B2B – 4 Rules To Live By | B2B Marketing-The Practical Side | Scoop.it

According to the latest B2B Buyer research published by DemandGen Report, the world of B2B marketing is continuing to get more complex and our buyers more sophisticated. 

 

 

Lydia's Marketing & Communication Consulting's insight:

Take note B2Bs. Nuff said. 

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B2B Messaging Platform - Don't Bother Cuz It's Likely A Waste of Time

B2B Messaging Platform - Don't Bother Cuz It's Likely A Waste of Time | B2B Marketing-The Practical Side | Scoop.it

A Messaging Platform is used by marketers, sales reps, executives, writers, human resource personnel, designers, videographers, etc. The main purpose is to have an ongoing resource that all stakeholders can use when creating sales/marketing messaging and content on behalf of the company. It is supposed to be a tool for creating communications.

Lydia's Marketing & Communication Consulting's insight:

Many growing B2B companies invest a lot of money for a consultant or agency to develop a messaging platform because they know it’s important. But then it never gets used. I’ve seen it happen many times; people just forget about it or they work in silos and use their own ideas as time goes by.

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How to Organize a B2B Marketing Dept When Digital Budget Goes Up

How to Organize a B2B Marketing Dept When Digital Budget Goes Up | B2B Marketing-The Practical Side | Scoop.it

When B2Bs decide to increase the budget for digital marketing programs, there might be some panic: Who’s going to do all the work? What skills do we need to hire? Where will we find the right people?   Exactly. Great questions. 

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How to Create a B2B PPC Campaign That Will Generate More Leads

How to Create a B2B PPC Campaign That Will Generate More Leads | B2B Marketing-The Practical Side | Scoop.it
PPC campaigns are typically associated with B2C e-commerce, but B2B companies shouldn’t overlook them.
Lead nurturing is the critical path for closing B2B sales. Properly done, it leads to higher value sales and closing sales at lower cost.
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Ditch the Boring Whitepaper: Top 5 B2B Whitepaper Examples

Ditch the Boring Whitepaper: Top 5 B2B Whitepaper Examples | B2B Marketing-The Practical Side | Scoop.it
In the world of B2B, whitepapers are one of the most effective marketing tactics for reaching your colleagues and clients.
Lydia's Marketing & Communication Consulting's insight:

Helpful

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Announcing the 2015 Search Engine Ranking Factors Study

Announcing the 2015 Search Engine Ranking Factors Study | B2B Marketing-The Practical Side | Scoop.it
Today we're excited to announce the results of Moz's famous Ranking Factors study. The study helps to identify which attributes of webpages and sites have the strongest association with higher rankings in Google. Ready to dive in?
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35 Stupendous Social Networking Facts and Stats

35 Stupendous Social Networking Facts and Stats | B2B Marketing-The Practical Side | Scoop.it
Though "social media" broadly encompasses a variety of platforms including blogs (WordPress, Medium, Tumblr), content sharing (YouTube, SlideShare, Instagram), and content curation (Scoop.It, Tribe...
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Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion | B2B Marketing-The Practical Side | Scoop.it
How Efficient is Your Content Marketing?
Lydia's Marketing & Communication Consulting's insight:

I'm glad some research was finally done on this. Not a big surprise. Not surprised b/c it's true: "Content created by marketing is typically a byproduct of what sales or other parts of the organization need at the moment, diminishing its impact."

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5 Elements of a Successful Email Based Lead Nurturing Program

5 Elements of a Successful Email Based Lead Nurturing Program | B2B Marketing-The Practical Side | Scoop.it
Today more than ever, sales needs marketing’s help. Busy customers are making traditional sales methods less and less effective.
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Another Company Webinar Invitation? Yawn. (Don't Produce Meh Webinars)

Another Company Webinar Invitation? Yawn. (Don't Produce Meh Webinars) | B2B Marketing-The Practical Side | Scoop.it

Have you ever been intrigued by a webinar's title and invitation, only to find the live event a yawner from which you sign off early? I know I have. But, what if the shoe is on the other foot? What if YOU'RE the one marketing webinars for your company as a way to get leads and make relationships stickier? Some tips on how to not be "meh". 

Lydia's Marketing & Communication Consulting's insight:

B2B marketing and sales teams often spend a lot of time creating webinars. 4 tips here to make 'em a little more interesting to your audience.

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Effective Social Selling = Mindest over Tactics

Effective Social Selling = Mindest over Tactics | B2B Marketing-The Practical Side | Scoop.it
What is it about the term Social Selling that gets people riled up? Sales teams are getting short shrift in social budgets--it's time for a mindset shift.
Lydia's Marketing & Communication Consulting's insight:

Couldn't agree more that a shift in mindset is needed for B2Bs to succeed with social media as a tool for sales teams. 

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5 Keys to an Amazing B2B Content Experience

5 Keys to an Amazing B2B Content Experience | B2B Marketing-The Practical Side | Scoop.it
Publishing great content is only half of the equation. You also must give your audience a great content experience if you want them to keep coming back for more. Here’s how …
“If a piece of content is published, and nobody reads it, does it exist?
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Helpful Framework on Brand Strategy. It Ain't Rocket Science.

Helpful Framework on Brand Strategy. It Ain't Rocket Science. | B2B Marketing-The Practical Side | Scoop.it

The thing is, whether you're building your brand for the first time or trying to take it to the next level, it's a good idea to have a strategy for what you're about and how you want to be perceived. Everything you build, say and do as a company should be based on your Brand Strategy. 

Lydia's Marketing & Communication Consulting's insight:

It ain't rocket science but it ain't easy either. 

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WTF Does John Cleese Know About Content Marketing | B2B Marketing Insider

WTF Does John Cleese Know About Content Marketing | B2B Marketing Insider | B2B Marketing-The Practical Side | Scoop.it
In last year's lead up to the Content Marketing World keynote with Kevin Spacey, I asked and answered "WTF does Kevin Spacey know about content marketing?"
Lydia's Marketing & Communication Consulting's insight:

Learn somethin' new every day.

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The New Strategy That's Shaking Up B2B Marketing

The New Strategy That's Shaking Up B2B Marketing | B2B Marketing-The Practical Side | Scoop.it
And it all comes down to creating a personalized experience with content playing an even greater role.
Lydia's Marketing & Communication Consulting's insight:

Once again analysts validate that B2Bs have enormous opportunities to attract new customers via content. 

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