There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. That is pretty much the mantra of B2B content marketing. Transforming that concept into an actionable reality is a very different story. Nothing happens until your site visitors and blog readers…
B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear…
You can find plenty of clichés used (overused?) in B2B marketing content. Do they really communicate better with our audience or are we as copywriters/content creators just being lazy? I know I have been guilty on more than one occasion of using popular clichés in my business marketing communications. I found a Squidoo lens by…
We often think of online content as the text on a web or blog page. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t…
[This is a guest post by Ardath Albee and is a great follow up to my earlier post, Focus on Content in B2B Marketing and my own 5Rs for creating content] Content is the fuel for eMarketing. With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification…
Lately all the talk in B2B marketing has centered on social media. However, to be successful with social media, you have to provide real value and that usually comes from great content. Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. His 4C’s are: Content – the creation…
