Page views? Time on page? Video views? Are these real content marketing performance indicators? No. Why not? If you know how much time was spent on a page, and that more time was spent on one page of content than another page, is that actionable information? Does it give you any insight into content ROI? […]
Category: Content Marketing
How we launched B2BNN on Twitter: Day One to two weeks
Launching a new B2B presence on social networks with zero budget and no existing web presence on a Friday night? Requires tons of patience and you won’t really see results for months, right? Not necessarily. On September 19 2014 we launched the @b2bnewsnetwork Twitter account. We kicked off (somewhat unintentionally) at the worst time […]
Path to real content marketing relevancy? Your audience.
You wouldn’t serve wagyu to vegans or request formal attire at your Burning Man meditation meetup. So why do marketers deliver untargeted content? Yes, bad content is everywhere, and any way to create more relevant, useful marketing content works for us. But a way to do that AND cut your content marketing production costs dramatically […]
Creating useful B2B content marketing tools: the psychology
Sometimes when you’re looking for something, you need to take a step back and figure out what you really need it for, and what you need from it. Today this type of context is completely missing from product information in the rush to sale. But let’s re-imagine how this happens online … You arrive at […]
Content marketing agency lessons: beyond messaging + copy to utility
In an on-demand B2B universe, content marketing becomes information, useful experiences that are useful to the marketer too. It’s measurable, delivered however the information seeker prefers, from 140-character tweets with answers to the most popular questions asked by customers to triggered emails, catalogs, whitepapers, and more. For content to really develop relationships, however, marketers must […]
Video content means business with advanced metrics and integration
If content is king, it seems video content is ascending the throne. The Content Marketing Institute reports 73 percent of B2B marketers use video, and according to a survey by Demand Metric this year, 82 percent of B2B organizations report some level of success with video marketing. In a separate Demand Metric survey from August, […]
Sayonara SEO firms, hello content relations
Guest post by Adam Dawson Oh search engines; you glorious portals to millions of tidbits of information that have made settling arguments over useless facts painless. Because of you, there is a scarcity of scenarios where questions go unanswered because someone can whip their smartphone out and “Google” it. Instead of wandering through libraries, spending […]
What’s next after Content Marketing? Two trends worth watching
After the current content marketing craze runs its course, what comes next? A look into the digital marketing crystal ball. Content marketing is the hottest thing in marketing. Social media marketing is on the wane and SEO is in a state of confusion and reinvention. Today, all things marketing seem to end in content. It’s […]
