Caitlin Burgess

How to Succeed at B2B Content Marketing with More Credible Content

Caitlin Burgess on Feb 28th, 2018     B2B Marketing, Content Marketing, Influencer Marketing

Creating Credible B2B Content

Ask any B2B marketer about their top digital marketing challenges and one of the first answers you’ll likely receive is: Getting in front of the right audience at the right time. In fact, Ytel’s 2018 State of B2B Marketing Communications survey revealed that 55% of respondents agreed that they have a hard time getting their message and content in front of their target audience.

Why is that? Well, there’s more content at buyers’ fingertips than ever before, search engines are getting in touch with their human sides, and organic visibility on social media is effectively extinct. But, let’s real talk for a minute, marketers—this is all old news. In today’s digital marketing landscape, creating meaningful connections with your audience on any channel really comes down to trust and credibility.

Elizabeth Williams

4 Tips for an Out-Of-This-World B2B Marketing Agency Partnership

Elizabeth Williams     B2B Marketing, Integrated Marketing

Who was the first person to set foot on the moon? Of course the answer is Neil Armstrong — who else?

But, actually, the question really is “who else?” In order for Armstrong to walk the moon, there were innumerable individuals who contributed something large or small to get him there. His mom and dad, Mission Control, fellow astronaut and crew member Buzz Aldrin, a nation of taxpayers — and the list goes on.

What’s the point? Simply put, there’s no doubt that Armstrong was an amazing pioneer, but he didn’t get to the moon — or back home — alone. It took a team.

Being a marketing pioneer in the B2B technology space is no different. You need to have skills and ambition of your own, but you also need an amazing team by your side.

Joshua Nite

4 Spooky Marketing Lessons from Classic Halloween Monsters

Joshua Nite     B2B Marketing, B2C Marketing

Halloween is objectively the best holiday of the fall-winter season. You don’t have to go broke buying people gifts. You don’t have to cook an enormous meal (then pass out after gorging on turkey). The only obligations for Halloween are to play dress up and eat candy!

Not to mention I’m somewhat partial to the holiday’s aesthetic. Give me skulls and bats over tinsel and garland any day of the week, and twice on Friday the 13th.

Sure, there’s a horror/scary element to Halloween. But it’s a fun, safe kind of scary. If you’ve spent an hour on social media recently, you know there are scarier things than ghoulies and ghosties.

But Halloween isn’t just fun. It’s educational, too! I realized this year that some of my favorite Halloween monsters are hiding valuable lessons for marketers. For example…

Joshua Nite

B2B Content Marketing Benchmarks: How We All Can Do Better

Joshua Nite     B2B Marketing, Content Marketing

B2B content marketing is having a moment—a moment that’s rapidly becoming a movement. We’re finally breaking free of the idea that “professional” means “boring.” Transparency and authenticity are becoming more than just buzzwords. Unique, emotionally compelling content used to be the outlier; soon it will be the norm.

It’s thrilling to see B2B content marketers find a new groove. As a creative, comedic weirdo myself, it’s a great time to be in the business. However, these industry-wide changes do come with significant challenges. As B2B marketing evolves, we need to continually adapt our procedures, KPIs, even our philosophy of marketing.

The whip-smart marketers at Kapost just published their 2017 B2B Content Strategy & Operations Benchmark. They surveyed hundreds of B2B marketers in diverse industries, from small businesses to enterprise organizations. Here are the challenges their research identified, and how B2B marketers can adapt to thrive.

Alexis Hall

Why to ROI: Proving the Value of B2B Influencer Marketing with Lee Odden

Last week at Marketing Profs B2B Forum it was pretty clear B2B marketers are more interested in influencer marketing than ever before.

Lee Odden’s session – Why to ROI: B2B Marketing Case Studies for Success– promises to deliver not only why influencer marketing is something we should all be talking about, but also how to use ongoing influencer marketing to deliver ROI to your business.

Some of us may still be thinking about influencer marketing as a B2C tactic. A Kardashian on Instagram touting the newest vitamin.

This isn’t exactly relevant to those of us in the B2B space.

Ashley Zeckman

Must-See Sessions & Top Tips for Finding Your Squad at #MPB2B

Ashley Zeckman     B2B Marketing, MarketingProfs B2B Forum

For some people the happiest place on earth is Disneyland, for me, it’s the annual MarketingProfs B2B Marketing Forum in Boston.

Last week, I ran a poll on Twitter to see what people were looking forward to most at the B2B Marketing Forum, and while many are interested in learning new B2B tactics and meeting other smart marketers (smarketers?), the vast majority are excited to see what Ann Handley has in store for this year’s conference.

There are two things that make this conference one of my favorites:

  1. The content is amazing.
  2. The people are amazing.
Lee Odden

50 Top B2B Marketing Influencers 2017

Lee Odden     B2B Marketing

B2B Marketing Influencers

It’s October and you know what that means? Its B2B Marketing influencer speaker list time again.

One of my all-time favorite conferences is MarketingProfs B2B Forum in Boston and for the past few years I’ve had some fun listing out a top list of speakers ranked by influence around the topic of “B2B marketing”.

As usual, I used the influencer marketing platform Traackr to import the list of speakers from #mpb2b 2017 and rank them according to a combination of topical resonance and relevance as well as network reach related to “b2b marketing”.  Of course, use of their platform in this way is like 1% of what Traackr can do. I imagine they cringe every time I use their robust tool for such a simple list – but hey, they provide me with access and I use the tool as I see fit.

Joshua Nite

Funny Content, Serious Business: How to Use Humor in Content Marketing

Joshua Nite     B2B Marketing, Content Marketing

Everyone likes a good joke. Everyone wants to be entertained. But when it comes to using humor in content marketing, people still hesitate. We are, after all, not here purely to entertain. Our content needs to serve a business purpose, inspire action, and rack up the sweet, sweet conversions.

Can potential buyers really take your brand seriously if you make them laugh?

I call this the Roger Rabbit/Goodfellas conundrum, best expressed by these two quotes:

How do you get the Roger Rabbit benefits of making people laugh, without becoming a Joe Pesci-esque laughingstock?

It can be done. You can still be funny and do serious business. The question is not whether to use humor in your content, but how you use it.

Joshua Nite

LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Joshua Nite     B2B Marketing, Video

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

Caitlin Burgess

Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss, McDonald’s

Caitlin Burgess     B2B Marketing, B2C Marketing, Social Media

Behind the Marketing Curtain with Dan Gingiss

Social media marketing has become an important part of any brand’s digital marketing mix, helping brands of all sizes foster customer connections and engagement. But as more consumers use social media to “ring the bell” and gain access to the person who can help solve their problems, many find the social bell is out of order when it comes to customer service.

For social media wiz Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, customer service is arguably one of the most important pieces of social media marketing.

“Social media is the first and only channel where customers can talk back, marketers need to listen and engage,” Dan told me in a recent interview.

Caitlin Burgess

6 Quick & Dirty SEO Research Tips for B2B Content Planning

Caitlin Burgess     B2B Marketing, Content Marketing, SEO

When it comes to crafting compelling content that informs, engages and inspires action, seasoned B2B digital and content marketers know our content needs to captivate both humans and search engines to be effective. After all, 81% of B2B decision makers conduct research before reaching out to a vendor, so we know our content needs to meet them whenever and wherever they’re searching.

As a result, striking that “perfect balance” between SEO and user experience is a must—and that perfect balance is rooted in the content planning stage.

“SEO needs to be baked into the process early so that the optimization is as natural as possible,” Kevin Cotch, TopRank Marketing SEO analyst, says. “It can’t be treated as an afterthought. It’s not only more efficient to do your research up front, but it also enhances the content by helping you touch on the specific phrases your audience is using to search to solve their pain points or answer their questions.”

Anne Leuman

How 6 B2B Brands Climbed to New Heights with Content Marketing

Anne Leuman     B2B Marketing, Content Marketing

Eighty percent of the fastest growing B2B companies employ content marketing, according to data from Mattermark and Drift.com. But not all B2B marketers are seeing fast results.

In fact, the Content Marketing Institute surveyed B2B marketers and found that only 34% of them believe their content marketing strategies were effective or extremely effective. The remaining 66% of B2B marketers feel their content marketing efforts are unsuccessful.

If you’re among those 66 percent-ers, it’s okay. After all, failure is just a stepping stone on the path to success. To help you recalibrate your content strategy for high-flying results, we’ve highlighted how six B2B brands use content marketing to fuel their business and what you can learn from each one.

#1 – Cisco