Caitlin Burgess

Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers

Caitlin Burgess on May 16th, 2019     B2B Marketing, Content Marketing

Content Curation Inspiration for B2B Marketers

If you create and share content, curation is part of your B2B marketing strategy. From seasoning a blog post with key third-party statistics to sharing an interesting article from an industry publication or influencer across your social channels, you’re curating.

But content curation has a place beyond adding an insight or two to your content.

With large volumes of information available today and short attention spans, curation allows content marketers to create more convenient, valuable content experiences for their target audience, while growing thought leadership, bolstering their content calendar, and increasing production efficiency.

What types of curation exist? How are B2B brands doing curation? When does it make sense to do curation? Let’s dive in.

Caitlin Burgess

Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts

Caitlin Burgess on May 15th, 2019     B2B Marketing, Influencer Marketing

Selecting B2B Influencers

The influencer identification, validation, and recruitment process is time consuming, resource intensive, and high stakes. Without the right mix of influencers to drive awareness, intrigue, conversation, and action, your marketing initiatives will miss the mark with your audience and fall short of expectations.

But how? How do you artfully and strategically find, vet, and entice industry experts to partner with you?

You need to do your homework—and fortunately, insights from several seasoned B2B influencer marketing experts can provide some great guidance.

Read on to get perspectives and advice from leaders serving a range of B2B brands, as well as some of our own resident experts.

Nick Nelson

Trust Factors: The (In)Credible Impact of B2B Influencer Marketing

Nick Nelson on May 14th, 2019     B2B Marketing, Influencer Marketing

How Influencer Marketing Can Help B2B Brands Build Trust

Trust is a currency. It’s arguably the most valuable currency in today’s B2B marketing environment. And much like real money, it needs to be earned; the risks of attempting to counterfeit trust are grave.

In the first installment of our Trust Factor series, we discussed how creating best-answer content serves a long-term trust-building strategy. Today we’ll examine the ways in which partnering with influencers can provide a dramatic boost to your brand’s credibility and authority in the eyes of your audience. We’ll also share some examples of companies that are already doing this effectively, and the lessons we can draw from them.

There are no shortcuts when it comes to developing genuine trust with your customers. But that doesn’t mean you can’t take the shortest possible path, so long as you know where you’re going. Walking this road with the right influencers at your side can expedite the journey.

Caitlin Burgess

B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye

Caitlin Burgess on May 13th, 2019     B2B Marketing, Social Media

B2B Social Media Shakeup

Following scandal, criticism, and calls for more privacy and relevancy, social media giants are working hard to recapture their original allure as safe communities and conversation destinations.

And while platforms are ardently focused on heightening the everyday user’s experience, the movements we’ve seen so far in 2019 signals that B2B brands will still have some things to look forward to.

This is a teeny sampling of the social media headlines we saw in the first quarter of 2019 alone:

Nick Nelson

Less Is More: Time to Cut Content Bloat & Create Content Connections

Nick Nelson on May 9th, 2019     B2B Marketing, Content Marketing

When it comes to the craft of writing, my favorite luminary is the late William Zinsser. His book, On Writing Well, is — in my opinion — the definitive work covering its stated subject.

On Writing Well is an essential read for anyone who wants to elevate their prose. Zinsser’s primary focal area is word economy. “Look for the clutter in your writing and prune it ruthlessly,” he implores. “Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is every word doing new work?”

That last question is especially pertinent to B2B marketing writers. The reader should always be our top concern when penning copy, but in this case, the stakes are even higher. Attention is at a premium with business professionals, so wasted words are especially costly. Content bloat leads to audience abandonment.

Joshua Nite

How to Promote Your B2B Podcast

Joshua Nite on May 8th, 2019     B2B Marketing, Content Marketing, Online Marketing

How to Promote Your B2B Podcast

Over 1/4th of the entire population of the United States listens to podcasts at least monthly. That’s over 81 million people. What’s more, the most avid listeners log six and a half hours a week of listening time. Eighty percent finish every episode in its entirety.

There’s enormous potential here for engaging an audience. Think about how long someone might stick with a 1,000 word blog post (like this one). Five minutes? Ten? But they might listen to a 25-30 minute podcast on the same topic.

Podcasting holds a lot of promise for marketers, especially in the B2B space. Our agency has helped multiple B2B Fortune 500 companies produce and find an audience for their podcasts. It takes strategy and coordination, but the barrier to entry is relatively low. Of course, “making” the podcast is the easy part. As with any content, the challenge is successfully getting it to your target audience.

Lane Ellis

6 Ways to Bring More Boom! & Less Boring to Your B2B

Lane Ellis on May 7th, 2019     B2B Marketing

Lit firecracker and yawning man image.

Is your B2B marketing on the boring side? Here’s how you can ignite a powder-keg of inspiration and burst forth with new content marketing energy to bring more boom and less boring to future B2B marketing efforts.

We have six boom-including content marketing antidotes to replace the status quo with inspiration, joy, laughter, energy, enchantment and other powerful marketing elixirs that can help you create relevant, informative, and — above all — memorable content.

#1 — Get An Inspiration Infusion From Experts

via GIPHY

  • Oftentimes you don’t have far to go to find inspiration for your B2B content marketing.
  • Inspiration abounds if you look to your heroes, past mentors, and the industry influencers and business associates whose work you admire the most.
Anne Leuman

The B2B Content Marketing Derby: When & Where to Place Strategic Bets

Anne Leuman on May 2nd, 2019     B2B Marketing, Content Marketing

When & Where to Place Smart B2B Content Marketing Bets

The Kentucky Derby has long been referred to as the fastest and most exciting two minutes in sports. And when it comes to your B2B content marketing efforts, getting your audience to sit on the edge of their seats, glued to your content for two whole minutes can be a major feat.

To generate Kentucky-Derby-like attention for your B2B brand, your content marketing strategy needs to leverage the right tactical mix for your audience, industry, product mix, and objectives. However, over the last decade, the content marketing field has become crowded and even convoluted with hopeful tactical and strategic champions. The field has evolved from traditional winners like blogging and eBooks to include a new breed of favorites like influencer marketing, interactive content, and more.

Nick Nelson

The Impact of Twitter’s Proposed Shakeup on Marketers and Influencers

Nick Nelson on May 1st, 2019     B2B Marketing, Social Media, Twitter

The Potential Impact of Twitter's Proposed Changes

Twitter needs to change. This truth is acknowledged by everyone affiliated with the social media network, including its co-founder and CEO.

Jack Dorsey sat with Chris Anderson and Whitney Pennington Rodgers of TED last month for a roundtable discussion about the state of his company, and the path ahead. Specifically, their chat centered on Twitter’s conversation health, and how to improve it.

During the talk, Dorsey laid out some interesting ideas. Today we’ll touch on several of them — including one proposed shift that could fundamentally alter the platform’s very fabric — with an eye on the potential impact for B2B marketers and influencers.

Lane Ellis

Why Digital Asset Management Matters in B2B Marketing

Lane Ellis on Apr 30th, 2019     B2B Marketing

Businesswoman working in an office brainstorming digital asset management ideas.

You’ve probably heard of digital asset management, with its amusing DAM abbreviation, but do you know precisely what it is? Did you know that it can be revolutionary to any business in either the B2B or B2C landscape?

DAM technology helps organizations and individuals increase efficiency, save time, and future-proof their work. Let’s look at the world of DAM, how it works — what it offers, who some of the major players are, and how you can find the right software match for your business.

Just What is Digital Asset Management, Anyhow?

Robot with magnifying glass looking at file folders image.
Digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud:

  • Images
  • Videos
  • Text files
  • Multimedia files such as PDFs and PowerPoints
Lane Ellis

Dare to Be Different: 5 Fresh Examples of Innovative B2B Content Marketing

Lane Ellis on Apr 24th, 2019     B2B Marketing

Rainbow umbrella in mass of black umbrellas image.

In a sea of the same old boring black B2B umbrellas, some marketers have unfurled their rainbow parasols and risen above the content marketing crowd. Read on to find and learn from five fresh examples of how daring to be different can lead to innovative and award-winning B2B content marketing.

Using a wide variety of savvy marketing elements including interactive digital storytelling, expert insight, micro-sites, quiz tools, personalized data, psychometric research, artificial intelligence (AI), video, online collaboration, live events, corporate social responsibility (CSR), influencer marketing and more, these campaigns show how B2B firms are successfully using tactics traditionally associated more with B2C.

Savvy B2B marketers know creating campaigns that stand out in today’s rapid-fire barrage of digital messages is more challenging than ever, yet as we’ll see from the stellar content marketing examples below, when done well the results can be outstanding.

Nick Nelson

Top Takeaways from LinkedIn’s New ‘Enlightened Tech Buyer’ Report

Nick Nelson on Apr 23rd, 2019     B2B Marketing, LinkedIn

Key Takewaways from LinkedIn's Enlightened Tech Buyer Report

Technology is one of the fastest-growing B2B sectors, for reasons that are self-evident. As new solutions and innovations continue to enhance the way businesses operate across every industry, every key department has increasing tech needs and buying power these days.

The folks at LinkedIn* recently released a 2019 global report, The Enlightened Tech Buyer: Powering Customer Decisions from Acquisition to Renewal, and it merits attention from marketers of all stripes. As the “enlightened” descriptor implies, tech buyers (for reasons that are also self-evident) tend to be ahead of the curve when it comes to research, consumption, and purchase behaviors.

Today we’ll take a deeper look at LinkedIn’s new data around this trendsetting cohort, breaking down five key revelations within.