Verónica Maria Jarski says, “What does the next year hold for B2B content marketing? The following Uberflip infographic offers a glimpse at B2B content marketing’s future. The infographic is based on MarketingProfs’ and Content Marketing Institute’s B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. A whopping “70% of content marketers are creating more content than they did one year,” states the report. Unfortunately, only 21% say they are successful at tracking ROI. The top five organizational goals for B2B content marketing are... [...]

Vanessa Green says, “When I graduated from journalism school seven years ago, I never imagined I’d end up with a career in marketing. But after working as an editor for four years, I was motivated to start writing content that wasn’t just ‘the stuff between the ads’.  I liked the idea of using language to educate and convince, and to see how it worked inside of a bigger sales process. Having been in marketing now for three years, I’m constantly surprised at how much my experience as a journalist has informed my role as a content marketer”. 3 Journalism Techniques to Help... [...]

Amanda Gallucci says, “The first thing most people think when they hear “influencers” is promotion. Important people with an engaged following can amplify the reach of whatever idea, content or brand they choose to share. If you only weave influencers into your content strategy when your finished product is ready to be promoted, however, you’re missing out on the full potential of having respected experts on your team. Knowing when and how they can best be engaged at different stages is critical to moving these leaders from outside influencers to brand partners”. How... [...]

Verónica Maria Jarski says, “Content marketing is all the rage, but it has a dark side that businesses must acknowledge. One horrifying fact: Though 27 million pieces of content are shared daily and 86% of B2B organizations use content marketing, only 21% of marketers think they’re successful at measuring the ROI of their content, according to studies that Scripted cites in the following infographic. Worse still, 48% of marketers don’t have a documented content marketing strategy. And worst of all, that lack of vision affects how consumers feel about those companies: “74%... [...]

Dan Stasiewski says, “Data. Good marketers have already utilized it for email segmentation and automation. Providing that relevant, data-backed communication to users is what keeps open and click rates up and helps convert more leads to sales. But what about your website? Today, three-quarters of internet users say they get frustrated when website content has nothing to do with their interests. And who wouldn’t be? When users share their information with you, the quid pro quo isn’t just the ebook they downloaded; it’s making sure all future offers are as relevant to that user as possible.... [...]

Ian Lurie says, “Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content. It’s not an add-on or a separate thing. It’s an inseparable part of the user experience. Let’s act that way. Content: the silent epidemic Your site’s infested. Most organizations treat content like some kind of horrific disease. They try to shove it as far away as possible from the “real” web site, like a bad case of body lice”. It’s Time to Treat Content as Part of the User Experience MOZ Blog  [...]

Graham Charlton says, “Doug Kessler, who runs B2B content agency Velocity, will be speaking at next month’s Festival of Marketing.  Here, Doug talks about the content marketing backlash, the importance of quality, and the importance of tone of voice… Can you tell us a little about your presentation at the Festival of Marketing? I’ll be talking about Insane Honesty in content marketing (and marketing in general). That means instead of hiding your product’s biggest weaknesses, you actually expose your worst points proudly. It’s a viscerally counter-intuitive thing... [...]

Ryan Skinner says, “To bring a recent piece of research on content co-marketing to life, I created a mini-podcast (8 minutes) that includes excerpts from my interviews with marketing leaders. Give it a listen (if the Soundcloud player below doesn’t show up or doesn’t work for you, you can go straight to the Soundcloud page where it lives, here). Below I’ve included notes to the podcast, and a full transcript“. Listen To This Mini-Podcast On Content Co-Marketing The Forrester Blog  [...]

Chow says, “Content marketing is becoming more important as time goes on changing the way that bloggers engage with their readers. Through content, we connect with our readers providing them with resources they need to solve a problem. However, it can work both ways, allowing us to accomplish our objective as well. For example, through the right content marketing strategy, we can sell products, increase conversions, build an email following and create a buzz on social networks through social shares, etc. Many would agree a solid content marketing campaign can be the key to a successful business.... [...]

Baer says, “Dave Murray‘s 12-person social media team handles content creation, social media management, and social media customer service for Blue Cross Blue Shield of Michigan. The two blogs his team runs — A Healthier Michigan andMichigan Blues Perspectives — are indicative of the two roles BCBSM’s social media channels play. A Healthier Michigan shares tips, encourages families to stay active, and generally promotes a healthy lifestyle, while Michigan Blues Perspectives keeps readers up to date on healthcare reform and news. These blogs have their own bifurcated social channels, as... [...]