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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Successful B2B content marketing campaigns come from: Having a solid understanding of the customer, where they are and their problems. Good content which speaks to and attracts the right audience Ability to optimize and adjust on the fly Good distribution, getting to enough people to make a difference Analytics & reporting, seeing progress, finding opportunities… Continue reading
Elements of a highly effective B2B content marketing strategy are: A solid understanding of the customer and their problems A map of the customer journey Analytics, to understand progress and make predictions Good content, and the team to create it A relentless focus on performance Resource for optimizing content & distributing it A plan for reporting and analysis Articulating how this will drive performance for non marketers… Continue reading
When it comes to analytics for B2B content marketing. Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what theyโre paying attention to, where theyโre coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. Continue reading
Good tools should help a B2B business be more effective at their content marketing. And itโs about relative competition, if your competitors are using better tools than you, theyโre more likely to be successful. Put another way, without using the best tools, you are making it harder on yourself to compete. If you were an athlete, you would have the absolute best gear you could get for training and performing. Continue reading
In planning a full funnel B2B content marketing strategy the best place to start is with your customer journey. Mapping out what it is today, overlaying analytics on that, and then also reviewing what you think it should be. Are there areas you need to add, areas which need improvement or more budget. This naturally helps you plan out what activity needs to be done and where. Analytics plays a vital role, in helping to measure progress as you execute… Continue reading
The most effective content marketing strategy is the one that is tailored to your business objectives. It is about what is going to shift the needle for your business, where it is today. Often this means, spending the time to understand what is important, and what content will help deliver on that objective. Creating it, optimizing & distributing the content. And seeing how it is delivering, with your analytics & attribution. This means that what may not look like a… Continue reading
There are a few common challenges B2B marketers face in doing content marketing. Identify what content to create. Producing content to a high level of quality Being agile with content Distributing the content to enough people Understanding measurement & attribution Articulating the value of content marketing to other stakeholders Analytics plays an important role in each part of these steps. Continue reading
WordPress is the best blogging platform for B2B content marketing. It can help businesses get started with a blog very quickly, and add the necessary plugins to deliver on extra functionality that is needed. It scales very effectively, has SEO built into it, and it intuitive to use for content creators. WordPress also works well with content analytics, with an easy to install process. Bringing your own analytics can be a limitation on hosted platforms. Continue reading
B2B content marketing does include social media. Social media platforms are a great place to reach their prospective clients, and draw them back to their website.ย … Continue reading
B2B content marketing is using content to deliver on marketing objectives. With much of the buying cycle happening online, content marketing is a great fit for B2B marketing. It can also help to accelerate sales cycles by making it more efficient with relevant content at each step of the customer journey. Continue reading