Content marketing might bring more leads than traditional outbound marketing, but only if your customers and prospects consume it. You’ve probably addressed this by covering the basics, from creating a variety of assets (like blog posts, infographics and videos), and using a mix of paid channels like LinkedIn and getting the attention of buyer-centric sites […]
Less than half of B2B organizations are using their small, often one-person content marketing resource to grow an audience of subscribers and only 52 per cent are using it to drive attendance at the in-person events that tend to drive revenue, according to the most recent research from the Content Marketing Institute. The Cleveland-based organization […]
In a world of spell-check, autofill and auto-correct, it’s easy to underestimate the importance of good writing. Short-form text messages, videos, and infographics tell the story, right? Wrong. Good writing matters more than ever. Short attention spans and the massive volumes of information available online mean your writing must be clear and crisp – or […]
Contently’s new CEO Pearl Collings is focusing on moving the firm from break-even to full profitability by deepening its strengths in core subject areas, growing its services business and network of freelancers. Collings, who formerly served as the chief business and sales officer at Time Inc., was formally announced as CEO of Contently last week. […]
B2B buyers who make the wrong purchase because they didn’t look at a piece of content might see their budget cut, get passed over for promotion or even lose their job — but at least they won’t die a horrible death like Johann Rall. The German colonel is best known to historians for his command […]
He hasn’t worked there in years, but among the many companies exhibiting on the show floor at Content Marketing World 2019 is a B2B firm that taught Joe Pulizzi some of his earliest lessons. Before it became part of Informa Engage, the Content Marketing Institute’s founder explained in his opening keynote address Wednesday, he helped lead […]
Once a week — usually on Saturdays, with his wife complaining in the background that this is supposed to be family time — Neil Patel writes the kind of blog posts that get noticed by marketers from almost every sector. Behind the scenes, however, his team at Neil Patel Digital is busily updating an average […]
Uberflip this week will use its Conex customer event to officially launch an app marketplace where B2B marketers can find software that works with its platform for designing and managing content experiences, according to its CMO. The Toronto-based company — whose customers include MongoDB, LeanData and Snowflake — already has about a dozen apps available […]
In just a few weeks thousands of marketers will be touching down in Cleveland for the annual Content Marketing World conference. B2BNN is a media sponsor for the second year in a row (use the code “B2BNN” at checkout to get $100 off your pass!), and to help set the stage we asked the Content […]
More than half of B2B marketers surveyed as part of a research project between PAN Communications and Heinz Marketing said their content marketing efforts aren’t being attributed to revenue, which may explain why less than 32 per cent said they feel confident in how they measure such work. Boston-based PAN Communications, which focuses on PR […]
So, you started a blog to boost your company’s profile and support your marketing efforts but it’s not generating any interest or leads? Guess what – it’s probably your own fault. Often people rush to post something without really thinking through the message they want to convey. They see it as a win if they […]
A self-oriented focus on products rather than customers, reliance on jargon and lack of a human voice meant only four out of 60 B2B web sites received a passing grade in an analysis of engaging online content experiences from Forrester. Released late last month, the market research firm’s report examined digital properties across 12 different […]
Consulting firm Accenture this week will begin trying to reach chief marketing officers through their earbuds with a podcast series, called Marketing Disrupted, that explores the challenges they face in harnessing digital technologies. All seven episodes of the Marketing Disrupted podcast are already available and feature a range of marketing leaders beginning with former Kodak CMO […]
Last time we discussed the reasons it’s probably a good idea to talk your CEO out of starting their own blog. A lack of resources, a tendency to be pretty pointless and the proven habit of running out of ideas fairly quickly are all good reasons to keep them away from blogging. But let’s not forget […]
It’s conference season, and for communicators that means two things: 1. They (I hope) will be settling into a bum-numbing chair for some inspiration and possibly a well-earned nap. 2. Their CEO will be calling them from her leadership conference to announce she is starting a blog. You were warned. Intranets across the land are […]
Don’t worry about the steep drop-off: nearly 60 per cent of the business companies gain through a webinar comes from those who tune in on-demand, according to the latest research from BrightTalk. In its 2019 benchmark report, which is based usage data across the San Francisco-based firm’s platform for hosting webinars and videos, also wove […]
Eighty three per cent of B2B marketers say the production of content is their top priority, and a nearly a third have driving sales and conversions as their primary goal, according to a study from Walker Sands released Thursday. Based on a survey of approximately 300 marketers, the report from Chicago-based agency Walker Sands, titled […]
It may be pervasive among among industry analysts, keynote speakers and best-selling business book authors, but 32 per cent B2B marketers say the use of jargon like “disruption” could make them question or doubt a vendor. The survey of approximately 1,000 U.S. B2B marketers, which was conducted by Propeller Insights for San Francisco-based tech PR […]
Blog posts and white papers may reign supreme among many content marketers, but a survey of engineers shows data sheets and case studies rank highest among highly technical decision makers. In the 2019 Smart Marketing For Engineers report, produced by IEEE GlobalSpec and Trew Marketing based in Austin, 98 per cent of the more than […]
While the vast majority of enterprise-oriented marketers say they put their audience’s interests ahead of their products or services and are developing detailed personas, less than half of them are actually talking to customers to inform the stories they tell, according to the latest B2B content marketing research from the Content Marketing Institute. The data […]
