Joshua Nite

Episodic Expansion: How to Optimize B2B Experiences by Expanding Your Podcast to Full-On Video

Joshua Nite on May 23rd, 2022
B2B Marketing

Podcasts have been having their 15 minutes of fame for nearly a decade now. For marketers, we’ve seen podcasts go from off the radar, to a wide open new channel, to an established, even crowded, medium.

It’s true that it’s harder to build a subscriber base now than it was at the beginning of the B2B podcast boom. That doesn’t mean podcasts aren’t a valuable channel, however — just that it takes strategy and time to realize their full potential.

No, the proliferation of podcasts means that you should be repurposing your podcast content for other channels. This content can help drive traffic to the podcast, raise awareness of your brand’s thought leadership, and even become superstar content in its own right.

Episodic Expansion: How to Optimize B2B Experiences by Expanding Your Podcast to Full-On Video

The Business Case for Awesome B2B Content

Joshua Nite on May 9th, 2022
B2B Marketing, Content Marketing

Have you seen Everything Everywhere All at Once? It’s a must-watch for everyone, but especially B2B marketers.

The movie tells a simple story about healing generational trauma. But it does so using multiverse travel, kung fu fighting, a truckload of googly eyes, and much more.

Simply put, it’s awesome. You have to admire the bravery of both the filmmakers and the financiers, who read this script and went, “Yup, that seems reasonable.”

Marketers could use a healthy dose of that kind of courage. Awesome content doesn’t overwhelm the story you’re telling the audience — in fact, it makes your message more likely to stick.

The Business Case for Awesome B2B Content

Does B2B Influencer Marketing REALLY Work?

Joshua Nite on Apr 4th, 2022
B2B Marketing, Influencer Marketing, Online Marketing

Does B2B influencer marketing really work image

B2B marketers are always being told to borrow tactics from B2C. But imagine if B2B companies practiced influencer marketing the way B2C brands do. You pick a star with a huge following on social media, pay them to promote your product, and get a ton of reach…

Spoof ad with Taylor Swift promoting cloud storage solutions

…and I’ll write your name.

It’s easy to see why this tactic wouldn’t work. No offense to Ms. Swift, but only a sliver of her followers are likely to be in the market for a new SaaS solution. More to the point, Taylor’s audience doesn’t come to her for business suggestions. She has the reach, but not the relevance.

So, can influencer marketing work for B2B?

Does B2B Influencer Marketing REALLY Work?

Fast-Forward: 4 Business Problems Solved by B2B Content Marketing

Joshua Nite on Mar 28th, 2022
B2B Marketing, Content Marketing

For B2B business, the pandemic was a magnifying glass pointing out the cracks in systems. We discovered just how fast digital transformation can be when our livelihoods are on the line. We found that global supply chains aren’t as resilient as we thought. We found that remote work is far more viable an option than we’d been led to believe.

None of these realizations were brand new — we were just able to see them clearly for the first time.

The same is true of B2B buyer behavior. When we talk about how the pandemic changed B2B sales and marketing, what we mean is that we can finally see what we have missed before.

Fast-Forward: 4 Business Problems Solved by B2B Content Marketing

The Gated Content Dilemma in B2B Marketing: Here Are the Best Practices

Joshua Nite on Mar 9th, 2022
B2B Marketing, Content Marketing

Q: How many lead gen marketers does it take to change a lightbulb?

A: Please fill out the form below and we will email you the punchline.

The great gate debate continues to rage throughout the B2B marketing world. What once was a landscape full of sparse landing pages with lead gen forms has become an ocean of content. But still, there’s little consensus about how to get the most value out of what we marketers create.

Does ungating content devalue it? Does gating content make it inaccessible to the audience you’re most trying to reach? We all agree that getting people’s contact information is a value exchange. The debate is whether we offer the value first, or we demand that the reader do so.

The Gated Content Dilemma in B2B Marketing: Here Are the Best Practices

Why Diversity, Equity & Inclusion Matter More than Ever for B2B Marketing

Joshua Nite on Feb 7th, 2022
B2B Marketing

The team at TopRank Marketing asked me to write a blog post on Diversity, Equity and Inclusion in B2B Marketing.

Every introduction I wrote rang hollow. I talked about how representation matters, including a post with an adorable kid overjoyed at seeing himself onscreen in Encanto. I tried starting with a statistic about brand values.

I tried starting with a question: What is a cis straight white guy doing writing a post about diversity, equity and inclusion?

The idea was to follow up that rhetorical question with a post that would justify its own existence.

But it turns out that question isn’t rhetorical at all: It demands an answer. And I don’t have a good one.

Why Diversity, Equity & Inclusion Matter More than Ever for B2B Marketing

Who Is the New B2B Buyer and How Do You Connect with Them?

Joshua Nite on Jan 11th, 2022
B2B Marketing, Influencer Marketing

We all know that Millennials are out-of-control college kids doing shots on Spring Break. And Gen Z are the 10-year-olds currently being raised by TikTok, right?

Hold onto your hats: The youngest Millennials are in their late-twenties. The oldest Gen Zs are 25 — that means they’re out of school and in the workforce. These two demographics are the fastest-growing cohort of B2B buyers.

And they don’t think like Boomers or Gen Xers.

So how do B2B marketers reach these mysterious digital natives? Here are a few pointers.

How to Connect with the New B2B Buyer

You don’t need the latest slang to speak authentically to younger audiences (though I find the new slang totes yeet). Just keep in mind these preferences.

Who Is the New B2B Buyer and How Do You Connect with Them?

B2B Tech Marketing Opportunities for a Remote Work World

Joshua Nite on Dec 2nd, 2021
B2B Marketing

Right now my co-worker is curled up at my feet, delicately snoring. That’s better than yesterday, when my other co-worker snuck off and shredded an entire roll of paper towels.

I should mention that I work at home, and Remy and Rosie are my co-workers:

Which is to say: Remote work is a whole different animal than office work. And while the pandemic was the catalyst that sent us home, remote work will be here long after it’s safe to go back to the office.

For B2B tech companies, remote work presents new opportunities for products and services. Here are a few trends our agency has been seeing, and how our clients have met them.

B2B Tech Marketing Opportunities for a Remote Work World

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

Joshua Nite on Nov 22nd, 2021
B2B Marketing, Other Events

Great news! It’s easier than ever to host a virtual event.

Not-so-great news! Every B2B brand you’ve ever heard of is ALSO hosting virtual events. And most of us are sick to death of staring at a screen 24/7.

That doesn’t mean to not do virtual events. But it does mean we have to be more strategic about putting one together. You have to bring all of your marketing might and prowess to bear in order to make sure your event is attended, and that the attendees have a great experience.

Let’s take a look at a few things you can do before, during and after a virtual event to kick it up to the next level.

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

How B2B Content Marketing Can Build Trust that Stands the Test of Time

Joshua Nite on Nov 15th, 2021
B2B Marketing, Content Marketing

Nothing sends up red flags faster than someone saying “Trust me.” It’s the same as “Honestly, I swear, it’s the truth!” You can’t build trust by demanding it — the more you talk about it, the less credible you sound.

Building trust takes continued action over time. It’s always a work in progress and it’s incredibly fragile.

Brands need to work on building that credibility with their audiences. In the 2020 Edelman Trust Barometer report, 53% of respondents ranked trust as a deciding factor in purchase decisions, second only to affordability. The report also found trust is a crucial indicator for customer loyalty, with half of respondents saying it played a major role.

But here’s the challenge: less than half of those surveyed — in 11 countries across the globe — said they trust major brands.

How B2B Content Marketing Can Build Trust that Stands the Test of Time

Amp It Up: What B2B Marketers Need to Know about Social Influencer Amplification

Joshua Nite on Nov 1st, 2021
B2B Marketing, Content Marketing, Influencer Marketing

Allow me one more scary story, even though Halloween is over…

Once there was a marketer who created an eBook with content from ten respected influencers in their industry. The marketer released the eBook, sent an email to notify the contributors…

And not one of them shared the content. Without amplification, the content was dead on arrival, and some say it haunts the marketer’s office to this very day…

Whew! Spooky story, right? One of the big benefits of influencer marketing should be built-in amplification of the content.

But influencers don’t always hold up their end of the bargain. Fortunately, there are a few things that B2B content marketers can do throughout the content co-creation process to help influencers follow through on amplification.

Amp It Up: What B2B Marketers Need to Know about Social Influencer Amplification

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)

Joshua Nite on Oct 20th, 2021
B2B Marketing, Content Marketing

B2B marketers, ready for some TRUTH BOMBS?

Here we go: We need to make our content more human and more empathetic. B2B content doesn’t have to be boring; in fact, it can’t be boring and be effective. B2B buyers are just people — we need to talk to them like people.

Are you blown away by the depth and breadth of my insight? Ready to book me at your next marketing conference?

Okay, all sarcasm aside: We all have heard the old “B2Me” speech a dozen times. I’m not here to give it to you again.

Instead, I want to get deeper into the specifics of what it means to be empathetic and provide value with content.

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)