How Does LinkedIn’s Jason Miller MAKE Marketing Magic? #MPB2B


Effective content creation requires more than setting goals, implementing a strategy and creating your assets. For content to really be great, your audience needs to see it. One of the most effective content promotion mechanisms is the use of social media.

MarketingProfs and Content Marketing Institute recently found that LinkedIn is the most effective social media platform for B2B marketers to distribute and promote content marketing assets. Instead of searching through countless websites looking for best practices, we’re taking you straight to the source.

We have partnered with MarketingProfs to bring you insights from some of the top speakers that will be presenting at MarketingProfs B2B Marketing Forum (October 20 – 23).

Why It’s Time for More Participation in B2B Content Marketing

participation b2b marketing

B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s and others including:

  • Intel IQ
  • Think with Google
  • Dell’s Power More
  • GE’s World in Motion
  • SAP’s Digitalist Magazine

Content Hubs

While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?

Many practical marketers will say no.

The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.

Win a Free Pass! Get Content Marketing Smart at MarketingProfs University in Minneapolis


One of the biggest problems that many marketing organizations are facing today is creating quality content on a consistent basis. It can be a challenge to make sure every piece of content you produce is effective at helping to attract, engage and convert target customers.

In fact, according to research from Content Marketing Institute and MarketingProfs, only 38% of B2B marketers state that their content marketing is effective. If you are one of the 62% of marketers that really need to improve content marketing performance, we have just the ticket. Literally!

Our friends at MarketingProfs are hosting a series of workshops focused on helping marketers reach content marketing success. From September 30 through October 2nd, these workshops will be held in Minneapolis.

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld


My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

B2B Marketing eBook: Inspiration From 14 Marketing Influencers


The digital marketing industry is shaped by great minds that, while keeping one eye on the work at hand, are focusing the other on the future. These great minds help us see “what’s next” and inspire us to create the next level of content for marketing.

For inspiration on B2B Marketing in 2015, look no further than the experts in “B2B Marketing 2015: 14 Visions of the Future You Can Use Today“. These B2B savants see a future in which content is co-created with brands, employees, customers and influencers. They see a future in which company data is used to shape conversations in real-time. Their future borrows from B2C marketing by humanizing the B2B journey and creating user experiences for buyers, not just companies.

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics

B2B Content Marketing Secret

Who doesn’t like a secret? Especially the single, most important content marketing secret to success for B2B companies.

This year’s Benchmarks, Budgets, and Trends—North America report from Content Marketing Institute (CMI) and MarketingProfs offers us that one, most important piece of advice and more. So what’s the secret? Simple:

Document your content marketing strategy and follow it closely. 

If you’re feeling a bit underwhelmed, here’s the thing:

  • 35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
  • 48% said they have a content marketing strategy, but it is not documented.

OK fine, most companies have some idea of how their content marketing efforts fit into the marketing plan.  What’s the big deal?

31 Predictions on the Future of B2B Marketing

B2B Marketing Forum eBook

Precognitive Marketing, neural interfaces to marketing dashboards, Google cranial implants – is this science fiction or is it the future of B2B marketing? Maybe a bit of both!

These and many more insights (of the predictive and practical kind) can be found in our latest eBook, The Future of B2B Marketing as part of our promotions for MarketingProfs B2B Forum. With a conference theme of “Marketing for What Comes Next” we’ve connected with 31 of the top B2B marketers from Xerox to LinkedIn to Marketo to get their predictions about the future of marketing to businesses.

The future of B2B marketing is far from boring and now, more than ever, B2B marketers are thinking creatively and dreaming big about new ways to attract, engage and inspire business buyers.

Over 100 B2B Content Marketing Statistics for 2014

B2B content marketing statistics 2014

Thanks to Content Marketing Institute and MarketingProfs, each year there’s a new report covering the latest trends in B2B content marketing.

From insourcing vs. outsourcing to the most effective tactics, there is plenty of insight in this report to help guide B2B marketers in the right direction.

As a blogger, public speaker and strategist, I know how convenient it can be for statistics in a report like this to be broken out. I did this once before with 100+ B2B Content Marketing Statistics for 2013 and it was well received. So here is the list updated according to the 2014 report.

B2B content marketing

93% of B2B marketers are using content marketing (2013 91%)

Content Marketing Effectiveness: 42% of B2B marketers say they are effective at content marketing (2013 36%)

Online Marketing News: Create Content Gold, Google+ Communities, Instagram Snubs Twitter

Visual Gold Infographic Marketo

Visual Gold

This new infographic from Marketo (client) takes a dive into content marketing campaigns of the future.  Those that focus on creating visually appealing content in a way that still creates value to the readers.  In this infographic you’ll find ideas such as:

  • Content Formats
  • The Five Pillars of Visual Marketing
  • Promotion & Distribution

Pope Joins Tweeting Masses With @Pontifex Handle
Benedict XVI will begin tweeting in eight languages beginning December 12th, 2012 using the handle: @Pontifex.  The pope will use Twitter to respond to questions live during his weekly general audience.  Not surprisingly, within only 10 hours of the announcement, Benedict had already reached nearly a quarter million followers.  Via The New York Times.

100+ B2B Content Marketing Statistics for 2013

B2B Content Marketing Report 2013

Content Marketing Institute and MarketingProfs have partnered with Brightcove to research and produce a very useful report for North American marketers:

B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends  

As with most joint venture reports from CMI and MarketingProfs, this report has been shared and written about pretty enthusiastically in the media and blogosphere. It’s easy to understand why: B2B marketers “get” that they need content as a more substantial part of their overall marketing mix, but they need to know more about how.

There are many sharable nuggets in this report which you can view embedded at the end of this post.  I also thought it would be handy for other marketers/authors/speakers like myself that need to write articles, reports and give presentations to break some of the findings out into one line stats that would be easy to copy and share.

Online Marketing News: B2B Marketing History, Shake It For Coca-Cola, AdWords Credit Program, Facebook Collections, Emma Watson Dangerous Search

B2B Marketing: Our Shared History (From the 2012 MarketingProfs B2B Forum)

For the record, B2B Marketing is not boring.  It is an industry ripe with opportunity for innovation and creativity.  This video from MarketingProfs takes you on a short journey though the history of B2B Marketing.  For more helpful tips be sure to check out the B2B Marketing Innovation eBook.

Coca-Cola Equips Vending Machines With Kinects, Lets You Dance For Free Cokes
In an effort to remain the number 1 global brand, Coca-Cola has come up with an innovative and interactive advertising campaign.  Coca-Cola has equipped a number of their vending machines with webcams and Microsoft Kinect sensons.  In order to win a free soda you must follow a series of dance moves shown the on the screen.  Via SingularityHUB.

B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

Paul GillinThe final interview in our series on B2B Marketing Innovation comes from Paul Gillin, a veteran journalist, author and strategist. He’s the author of several books on new media including, Social Marketing to the Business Customer, with Eric Schwartzman.  Paul is giving a sold out workshop and an interactive presentation on influence.

In this interview, Paul shares the truth about the role influence plays in B2B Marketing, the importance of community building, common mistakes with marketing planning, deciding on the right tactical mix and his favorite B2B Marketing tools.

Please tell us a little about you and the kind of b2b marketing work you’re most excited about. Solve any tough ones lately?