Archives for June 2019

Digital Marketing News: Brand Trust Survey, Top Social Posting Times, YouTube’s Comment Hiding, Amazon’s Ad Share Growth & More

2019 June 28 Sprout Social Chart

B2C, B2B Purchase Journeys Follow Similar Paths
A newly-released Forrester study shows that 52 percent of marketers have seen more similarities in B2B and B2C customer behavior the past two years, as B2B takes on more of the energy of B2C, just one of several findings of interest to digital marketers in the new research. CMO.com

5 key takeaways from the 2019 Edelman brand trust survey
Edelman has released its 2019 Trust Barometer report, showing that 75 percent of consumers value trust over trendiness, and a wide swatch of other digital marketing insights. AdAge

63% Marketers Struggle To Implementing AR in Advertising Reports, Unity Technologies
55.8 percent of creatives expect to consider an augmented reality (AR) campaign during the upcoming year, and 54.1 percent of those who have already used AR campaigns have been satisfied with the user engagement gained, two of the findings from a new study of AR in advertising. MarTech Advisor

Buyers vs. Buying Committees: Not Knowing the Difference Could Cost You

Buyers vs. Buying Committees

Working as a marketing or sales professional in B2B presents a unique set of challenges and hurdles. One that probably doesn’t get discussed enough is the nuance of trying to reach and engage buying committees, as opposed to single customers. It’s a hugely important distinction that too many strategies fail to fully account for.

If you’re not speaking to everyone, you might be speaking to no one. And we all know where that leads.

The Expanding Buyer Committee

A buyer (singular) is a sole decision maker responsible for researching solutions, vetting vendors, and authorizing purchases. It is exceedingly rare to see this type of setup in place anymore, unless at a startup or a very small company. Given the typical weight of these decisions, several people tend to now be involved with the process, and sign-off is often required from at least one high-ranking executive.

15 Reports Charting the Future of Content Marketing

Office interior with graphs and diagrams - Image.

How can you be as prepared and knowledgeable as possible for the complex and challenging future ahead for content marketing?

Here are 15 insightful reports loaded with B2B data to help you define and chart your optimal content marketing future, and provide the best-answer and trust-building solutions clients expect today.

The reports here, presented in random order, are all excellent sources of information to help you gain a clearer understanding of B2B content marketing, while keeping more than an eye open towards the future as marketers push onward to 2020.

1 — Edelman-LinkedIn B2B Thought Leadership Impact Study

Edelman-LinkedIn B2B Thought Leadership Impact Study Image.

The 2019 Edelman-LinkedIn* B2B Thought Leadership Impact Study examines the theme that thought leadership digital content is in high demand, and that it remains hard to find, presenting an opportunity gap.

12 Must-Have Skills for B2B Content Marketers

B2B Content Marketing Skills

Scene from a dinner party:

“So, Josh, what do you do?”

“I’m in marketing.”

“Oh, like Mad Men? Ad campaigns and stuff?”

“No, it’s content marketing.”

“Oh, like the Wendy’s Twitter account?”

“…Sure… like that.”

I’ve had variations on the above conversation more times than I can count. I’ll usually leave it at “Wendy’s Twitter account” in the interest of changing the subject. No one has the patience for, “I write business-to-business content designed to help people do their jobs better, which also builds affinity for a client brand, with the end goal of influencing purchase decisions.”

So most people think I just write fun stuff all day, that it’s a purely creative job. But my fellow B2B marketers know better. Content marketing requires an incredibly diverse set of skills, and “innate writing ability” isn’t even the most important one.

Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It’s plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

Digital Marketing News: B2B Video & Social Usage Studies, LinkedIn’s Brand Refresh & Photo Tagging, Growing Digital Ad Sales

2019 June 21 Vidyard Chart

Social Media Usage Statistics for 2019 Reveal Surprising Shifts
A look at the latest Edison Research and Triton Digital Social Habit study shows largely unchanged social media usage over the past four years, growth for Instagram among young Americans, a drop in Facebook’s popularity, and several other statistics of interest to digital marketers. Convince and Convert

Silence is golden: preparing for the sound-off mobile ad ecosystem
A look at optimizing video ad creative for silence, the impact of HAVOC (Human, Audible, Viewable On Completion), and measuring viewability in an age when some 85-90% of branded videos are viewed with audio muted. The Drum

Trust Fractures: How to Avoid Accidentally Eroding Your Brand’s Credibility

Avoiding Unintended Brand Trust Fractures

Recently, we’ve been running a series of posts here on the TopRank Marketing Blog called “Trust Factors,” where we explore techniques that modern brands can use to build trust and credibility with digital audiences. There are numerous examples of companies building trust with best-answer content and boosting credibility with influencer marketing for this purpose.

Marketers are always seeking creative ways to forge genuine connections while standing out from the pack. New research from Edelman shows that consumers now have higher expectations than ever when it comes to brand responsibility. However, it’s worth pointing out that these efforts (even with the best of intentions) can backfire.

When steps taken to strengthen trust instead have the opposite effect, we call these “Trust Fractures.” A recent example got me thinking about the subject, and why marketers everywhere should be cognizant of its lurking danger.

Key B2B Takeaways From the 2019 Internet Trends Report

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Mary Meeker, founder of venture capital firm Bond Capital and former Kleiner Perkins general partner, recently released her highly-anticipated 2019 Internet trends report, a slide deck she has produced since 1995 covering the state of global technology in the business world.

The report provides more data than ever — weighing in at 333 slides, topping last year’s count of 280 — and presents plenty for B2B marketers to think about when strategizing and planning budgets as we push towards 2020.

Let’s dig in and take a look at some of the insights relevant to B2B marketers contained in the new Meeker report.

General Challenges & Opportunities Ahead

The report paints a picture of a world where it’s more challenging than ever to find new growth in certain areas, but one that also shows very real opportunities in others, as we’ll explore.

5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

Spotlighting Organic Social Media Video Success: Your Guide to Metrics and Specs

Social Media Video

Native social media video is a marketing darling, with emerging new formats and increasing availability across platforms. Mainstays like Facebook prioritize native video posts over other content types. But how can marketers showcase the impact of native video tactics to clients? With variable analytics available for the different platforms, setting a benchmark for reporting in advance is smart but complicated.

Today we’re giving you the ultimate native video guide to set you up for success. Let’s look at the primary social media channels, outline the specs for your video, and list the available metrics for measurement.

Infographic: 5 Must Have Ingredients for a Great Content Marketing Strategy

ingredients content marketing strategy

If you’re still struggling with establishing your content marketing strategy for 2019, you’re not alone. Only 12% of respondents to a recent survey by the Content Marketing Institute felt successful at their current efforts to strategically manage content. What’s particularly striking about this is that the vast majority of organizations surveyed – 91% – used content marketing to sell their products. Where’s the disconnect?

To help answer that question, I’ve collaborated with the folks at Oracle Marketing Cloud to create an infographic featuring 5 must-have ingredients for a great content marketing strategy. You can download the full infographic here.

We could talk about the talent gap or the technology gap, but I believe that content marketing success really comes down to five basic ingredients:

  1. Goals
  2. Operations
  3. Insights

Digital Marketing News: Facebook’s Video Creation Kit, New Mary Meeker & Adobe Trends Reports, Google Buys Looker, & AV Studies

2019 June 14 Bond Capital Chart

Mary Meeker’s Annual Tech Report Outlines Coming Shifts in Social Media and Digital Marketing
The highly-anticipated Internet Trends report for 2019 has been released, including data of interest to digital marketers. For more than 21 years venture capitalist Mary Meeker, partner at Kleiner Perkins, has researched and put out the report, this year weighing in at 333 pages. Social Media Today

Voice Search Study: Factors Influencing Search Engine Rankings in 2019
20 percent of Android Google App searches now come from voice, and a new SEMrush study examines ranking factors including the importance of first-page placement and other facets of voice search. SEMrush