James Anderson

Video Content Marketing: Pros, Cons, Examples and Best Practices

James Anderson on Mar 4th, 2015     Content Marketing, Video

Video for Content Marketing (1)

For many B2B marketers video content is the biggest step in a content marketing plan, the one thing that is tackled last because it takes more resources to produce. That mode of thinking is changing, however, as more marketers lean on video content as an effective way to cut through the crowded content marketing landscape. In a recent CMI / Marketing Profs study, 76% of B2B marketers said that they plan to use video as a content marketing tactic in 2015.

Creating video and hosting it on your company site or sending it out on social media is a way to show that your brand is video and technologically savvy but don’t just produce video for the sake of saying you’ve done it. Video has to be done right to be effective. This post will explore the pros and cons of video as a content marketing tactic and will offer examples and best practices that digital marketers can look to for support in their own video content marketing.

James Anderson

20 B2B Content Marketing Examples and Case Studies for 2015

James Anderson on Mar 4th, 2015     B2B Marketing, Content Marketing

KillerContentAwardsCover

We know that 93% of B2B marketers were using content marketing in 2014. That number is up just a tick from 2013 and will likely climb again in 2015. But what does this slow trend mean for content marketers in the B2B world?

It means that it’s time to step up their content game. It’s no longer enough to simply produce “more” content. Now is the time to produce killer content that knocks the competition out of the water.

If you’re looking for great B2B content marketing case studies, we’ve published 11 killer content examples here and 12 more here. We’ve also collected 20 more B2B content marketing examples from the 2015 B2B Content2Conversion conference. Below you will find a brief example from each winning entry including one for TopRank Online Marketing. I think you’ll find some great ideas and inspiration, just like I did.

Lee Odden

Interview: Sonia Simone of @Copyblogger Media #authority2015

Lee Odden on Mar 3rd, 2015     Digital Marketing, Interviews, Marketing PR Conferences

Sonia Simone Interview
I am very happy to post the first in our series of interviews with featured speakers at the upcoming Authority Rainmaker conference (May 13-15 in Denver) with none other than Sonia Simone of Copyblogger Media.

Sonia is the co-founder and Chief Content Officer at Copyblogger, where she writes about marketing, entrepreneurship, and how to create better relationships with customers. At the Authority Rainmaker conference, you’ll be able to see her presentation, “Dr. Evil’s Guide to Landing Page Design”.

In this interview, Sonia shares what authority means to her, examples of authoritative brands and advice for marketers and business owners on how to create their own authority.

As Chief Content Officer of Copyblogger Media you are clearly an authority on content and content strategy. Was that a conscious decision or is it a consequence of your professional interests and career?

Lee Odden

Content and SEO Beyond Marketing – Optimized Digital Communications

Lee Odden on Mar 2nd, 2015     Content Marketing, SEO

optimized digital communications

Content is the reason search began in the first place.

In the days before Google, directories, lists and forums were the way to discover new content on the fast-growing world wide web.

During those early days, the web was as much about the experience of discovery, aka “surfing”, as it was about finding specific answers.

Answers to what? Many marketers would have you believe the only content that exists is the information created in support of buyers to discover, consume and transact.

But there’s far more to the web than demand generation and advertising. Content is created by companies to serve a variety of business functions from customer service to corporate social responsibility to talent acquisition.

Ben Brausen

Online Marketing News: Facebook’s Ad Grade, Google Testing Label For Slow Sites, YouTube Tightens Up

Ben Brausen on Feb 27th, 2015     Online Marketing, Online Marketing News

The Power Of Reviews

New Research Shows 95% Use Customer Reviews – PowerReviews set out to look deeper at how ratings and reviews are impacting decision making. They surveyed 800 Americans to find out what they thought about ratings and reviews. Check out the interesting stats they found in the infographic above. Socialnomics

Pinterest Was the Fastest-Growing Social Network in 2014 – Pinterest recorded the biggest percentage rise in active users of every major social network in 2014, reveals a new study. SocialTimes

Google Testing A Label In Search Results For Slower Sites – Is your site unusually slow? Google is testing a red slow label in the search results that will warn searchers before they click over to your web site. Search Engine Land

Lee Odden

B2B Content Marketing and Optimizing the Full Cycle of Buyer Experience

Lee Odden on Feb 26th, 2015     B2B Marketing

B2B Marketing Q and A

What is the biggest mistake B2B marketers make with content?

It’s all about us (the brand). One of the most common and significant mistakes B2B marketers make with content is to create information and media that doesn’t solve a customer information problem. Additionally, content that is presented out of context and unoptimized for customer experience can result in very poor performance.

The reason for this mistake? A brand or marketer’s ego-centric view of the world. Whether it’s writing branded content to editorialize self-promotion or sticking only to topics meant to inspire end of funnel conversions, simply creating more content isn’t the answer. And yet over 90% of B2B marketers are doing exactly that.

Lee Odden

All New Sophisticated B2B Marketing Guide for LinkedIn

Lee Odden on Feb 25th, 2015     B2B Marketing, LinkedIn

B2B Marketing Guide LinkedIn

It wasn’t that long ago that most business marketers thought of LinkedIn purely as a place for online resumes and prospecting future hires. Today, with nearly 350 million members world-wide, LinkedIn has become a formidable marketing and sales resource for B2B marketers across the web.

In fact, LinkedIn is evolving as a full marketing funnel solution through it’s mix of content and advertising solutions. In particular, through the LinkedIn Lead Accelerator that serves as a lead generation and nurturing service.

full funnel marketingWhile new product and service offerings are fine and good, there’s a saying I live by when it comes to tools. “A tool is only as useful as the expertise of the person using it.”

That’s why this updated version of The Sophisticated Marketer’s Guide to LinkedIn is so timely.

Joel Carlson

How to Make a Marketing Impact with Instagram

Joel Carlson on Feb 24th, 2015     Social Media

Instagram_Marketing

From James: Today’s post is the fourth and final in a series of articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for live posts from the winner of the contest March 25 -28.

Boom! Making an impact and making it quickly is a primary goal of social media. You only have a few seconds to grab ahold of the attention of your followers while they’re scrolling through their stream, so impact is important.

A T

Using Emerging Social Networks to Increase B2B Productivity

A T on Feb 23rd, 2015     B2B Marketing, Social Media

B2B-Productivity-Apps

From James: Today’s post is the third in a series of four articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for the next post in the series on how to create impact with Instagram.

While many businesses ban social networks such as Facebook, Twitter, and YouTube at work, there are some unconventional social networks that may actually increase productivity, especially for those in B2B. A couple networks really pop out in this regard.
Cyber Dust and Yo App are fringe startup social apps that, while gaining dubious fame for their apparent uselessness, have grown to have very practical utility.

Ben Brausen

Online Marketing News: LinkedIn Launches Lead Accelerator, 5 Apps Make Up Most Mobile, Twitter Gets Syndicated

Ben Brausen on Feb 20th, 2015     Online Marketing, Online Marketing News

LinkedIn Marketing Services Funnel

LinkedIn Launches Lead Accelerator, Expands Marketing Solutions Portfolio – Talk to any B2B marketer and you’ll know – the purchase process can be very long and complex. As a marketer and business leader with years of experience in this space, I know that effectively reaching, nurturing and converting prospects has only become harder. That’s why I’m thrilled to introduce LinkedIn’s expanded Marketing Solutions portfolio, featuring the new LinkedIn Lead Accelerator. LinkedIn [Client]

Facebook’s Q4 2014: Mobile is Now 69% Of Ad Revenue – All estimates going into Q4 showed that ad spend on Facebook would rise. Facebook validated this belief Wednesday, showing that the company reaped its all-time high in quarterly ad revenue — $3.59 billion. SocialTimes

James Anderson

Wrap Up: Stories and Influencer Marketing Lead the B2B Content Marketing Bonanza at #C2C15

James Anderson on Feb 19th, 2015     B2B Marketing, Online Marketing

C2C15-B2B-Content-Conference

More than 7,000 Twitter posts by 1,600+ different users generated almost 28 million impressions during this week’s Content2Conversion Conference in Scottsdale, Arizona. For three days, the resort at Gainey Ranch became a genuine B2B content marketing bonanza.

From opening night festivities on the Lawn Court, to the closing panel session, B2B content wishes, wisdom and wit was shared among the more than 400 conference attendees and their social media audiences.

Excellent opening night festivities for #C2C15 – Well done @content2convert !

A photo posted by Lee Odden (@leeodden) on

How About That Weather?

For those of us who traveled from the Midwest or the East Coast, weather was a common-ground topic, and probably 90% of the conversation starters. Coming from zero-degree Minnesota, the weather was a good way to break the ice (pun intended.)

James Anderson

The Most Important Thing Missing From Your B2B Content: Forrester’s @LauraRamos Tells All #C2C15

James Anderson on Feb 19th, 2015     B2B Marketing, Marketing PR Conferences

Laura-Ramos-Forrester-Research

A lot of presentations at this week’s Content2Conversion Conference touched on theories and tactics related to creating customer focused narratives in B2B content. While some marketers might think of incorporating storytelling in their B2B content marketing as a gamble, Laura Ramos of Forrester Research says it’s time to make that gamble. According to Laura, it’s time to double down on the one key element missing in most B2B content: Storytelling.

B2B Marketing lacks enthusiasm and capability to use storytelling to connect with buyers, Laura said. It’s time to tell stories and it’s time to understand the power that storytelling has on your audience.