Nick Nelson

Incredible Content Marketing: 6 Tips for Infusing Credibility into B2B Content

Nick Nelson on Nov 10th, 2020
B2B Marketing, Content Marketing

One of my favorite moments from The Simpsons is when the hilariously incompetent physician Dr. Nick burns down a building by mishandling a clearly marked chemical tank, and then exclaims, “Inflammable means flammable?! What a country!”

via GIPHY

“Incredible” is a word that can spark similar cognitive dissonance for marketers. Sure, it might technically be defined as “impossible to believe,” but if your content isn’t credible, would anyone describe it as incredible?

Quite the opposite. In this business, incredible means credible. So let’s explore the cornerstones of creating credible, and thus truly incredible, content marketing.

Incredible Content Marketing: 6 Tips for Infusing Credibility into B2B Content

How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success

Nick Nelson on Oct 20th, 2020
B2B Marketing, Influencer Marketing

It sure is a good thing that the internet turns off at 10:00 PM every night, and doesn’t flip back on until 8:00 in the morning. And thankfully, business buyers completely tune out after they finish work, which is always at 5 o’clock sharp in this world of reliable and universally consistent routine.

Marketers and brands would really have their hands full if these things weren’t true.

Wait, what’s that? None of them are remotely true?

Welcome to the World of Always-On

There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns, thrown further askew by the pandemic-driven disruption of workday archetypes. An increasingly lengthy and complex buyer’s journey challenges B2B marketing strategies to be more versatile, agile, and perpetually present than ever before.

How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success

New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic

Nick Nelson on Oct 6th, 2020
B2B Marketing, Content Marketing

Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape.

Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other.

The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event.

New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic

5 Ways B2B Marketers Can Boost Productivity and Focus

Nick Nelson on Sep 21st, 2020
B2B Marketing

Across every industry, profession, and discipline, work productivity is in peril.

How could it not be? Outside distractions have mounted over the course of the year, from a global pandemic to rampant social unrest to a headline-hijacking presidential election, all in the midst of economic turmoil. Through it all, many of us have been acclimating to a remote work setting that upends our established workflows and routines.

Frankly, we all deserve a pat on the back for being able to stay focused on work at all. So go ahead and give yourself one. But with plenty left to accomplish here in 2020, there’s little time to sit back and take a beat.

5 Ways B2B Marketers Can Boost Productivity and Focus

B2B Marketing Technology in 2021: 5 Key Focuses

Nick Nelson on Sep 14th, 2020
B2B Marketing, Online Marketing

If the 1982 movie Blade Runner and its dystopian depiction of what the world would look like in 2019 were accurate, this is what we’d have been living through last year:

via GIPHY

Needless to say, our predictions of society’s future state, and technology’s long-term evolution, are not always on the money. While certain aspects of Blade Runner’s vision might’ve been frighteningly accurate, Los Angeles is not yet inhabited by flying cars or giant video advertisements projected onto the entirety of skyscrapers.

With that said, today’s marketers can much more easily look ahead to 2021 — suddenly only a few short months away — and make educated guesses about what the year will hold. Many of the marketing technologies that will transform business and drive strategies are already on the rise, if not gaining mainstream traction.

B2B Marketing Technology in 2021: 5 Key Focuses

Your Guide to Effective Storytelling in B2B Content Marketing

Nick Nelson on Sep 3rd, 2020
B2B Marketing, Content Marketing

Joseph Gordon-Levitt is a guy who understands content. He was the featured keynote speaker at Content Marketing World three years ago, and his company HitRecord empowers creators to collaborate and produce awesome stuff together.

Joseph Gordon-Levitt also understands storytelling. He is an actor, director, producer, and writer who has appeared in numerous beloved movies and TV shows. His work as an author includes a series of works called The Book of Tiny Stories.

“The universe is not made of atoms; it’s made of tiny stories,” the tagline asserts.

Given his experience and expertise at the intersection of content and storytelling, it’s worth listening any time Gordon-Levitt speaks on these subjects. So I definitely took notice when the film icon suggested recently that the future of storytelling lies not in movies, but video games.

Your Guide to Effective Storytelling in B2B Content Marketing

A Day in the Life of a Content Marketer During the Pandemic: Challenges and Tips

Nick Nelson on Aug 13th, 2020
Content Marketing

I’ll never forget the night that everything really changed.

It was my wife’s birthday, March 11th. I took her out for dinner at a lovely restaurant in South Minneapolis, and for a couple of blissful hours, over exotic cocktails and delicious food, we unplugged from the loudening noise of a worrisome outside world.

After we walked out of that restaurant, there would be no more tuning out.

Stepping out from the darkly lit building, I looked down at my phone, and tried to process the sudden rush of stunning headlines:

WHO declares global pandemic. NBA suspends season. Trump addresses the nation. Tom Hanks has coronavirus. Tom Hanks!

A Day in the Life of a Content Marketer During the Pandemic: Challenges and Tips

Boosting and Deepening Engagement through Empathy in B2B Marketing

Nick Nelson on Jul 30th, 2020
B2B Marketing

Empathy is more than a buzzword. It’s not a box to be checked, or an added finishing touch for content. If B2B marketers want to successfully engage human audiences and break free from the deluge of irrelevant messages swirling around today’s customers, empathy needs to be at the center of all strategic initiatives from start to finish.

What Does Empathy Mean in B2B Marketing?

Empathy is defined simply as the ability to understand and share the feelings of another. But I’m not sure that characterization fully does it justice in the context of modern marketing.

I rather like the way Zen Media CEO Shama Hyder described empathy in the better creative teamwork guide we helped our clients at monday.com put together:

Boosting and Deepening Engagement through Empathy in B2B Marketing

Should B2B Brands Join the Facebook Advertising Boycott?

Nick Nelson on Jul 14th, 2020
B2B Marketing, Facebook

Facebook has always presented an interesting conundrum for B2B marketers. It’s not a business-centric platform, necessarily. But with so many active users (nearly 2.5 billion at last check), keeping Facebook out of a brand’s social mix has been tough to justify.

Recent developments are making this decision more complicated than ever.

Facebook and Trust: A Rocky Relationship from the Start

When the world’s largest social network first came into existence in a Harvard dorm room, nearly two decades ago, it was known as “The Facebook.” An instant-message conversation between founder Mark Zuckerberg and an unnamed associate around that time later came to light, and … it isn’t pretty (via Business Insider):

Zuck: Yeah so if you ever need info about anyone at Harvard

Zuck: Just ask.

Should B2B Brands Join the Facebook Advertising Boycott?

Why Content Marketing is More Important Than Ever for B2B Brands

Nick Nelson on Jun 30th, 2020
B2B Marketing, Content Marketing

In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States.

“At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.”

Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered.

Why Content Marketing is More Important Than Ever for B2B Brands