B2B Online Marketing Blog

October 23, 2014: The typical B2B organization has many unique web pages and content assets. Analyzing overall organic or referral traffic data is helpful, but sometimes those performance metrics do not indicate whether specific SEO efforts are working or allow us to properly frame the story of our efforts to important stakeholders. In this post, I will walk you through three of my favorite custom reports in Google Analytics that add value to reporting and testing. In addition, custom reports have saved me a large amount of time spent on monthly, quarterly or annual SEO reporting.

October 21, 2014: With Halloween fast approaching, I find myself taking a walk down memory lane, back to the days of trick-or-treating with friends from my neighborhood, lugging around pillow cases filled with candy that would usually last until early spring.

Halloween Candy

During one of these waves of nostalgia, I made a connection between Halloween and my job as a content marketer…and then another…and another. In fact, some of my fondest Halloween memories have a direct correlation with content marketing best practices. While I had a number of connections that came to mind, I’ve narrowed it down to five. Hopefully, some of my memories will help you draw some connections between Halloween and your career, as well!

October 16, 2014: At the beginning of October, Derek and I headed down to New York for SMX East. I was fortunate enough to speak on two panels, Competitive Research for SEO, and what may be my favorite SMX session, SMX Takeaways.

Photo courtesy of Akvile Harlow

Photo courtesy of Akvile Harlow

The nice thing about the takeaways session is it lets you hear about sessions you may have missed and see what was important to others in the industry. It also makes it much easier to compile the blog post you’re reading.

October 14, 2014: scary-bootcamp-manLast week, I had the pleasure of attending MarketingProfs’ Content Creation Boot Camp, a pre-conference workshop kicking off the 2014 B2B Marketing Forum. Led by brand strategist, speaker, and writer Nick Westergaard, the workshop brought together novice and veteran content marketers for a no-holds-barred training session designed to help attendees create bigger, stronger, and better content.

No, Nick did not resemble this scary drill sergeant man. But he did offer up an afternoon of discourse about some of the biggest challenges content marketers face today – and offered tips and suggestions of how to overcome them.

October 10, 2014: This is a question that I get asked frequently and often wonder at times myself: How does B2B marketing compare with B2C marketing? In specific areas of implementation, like creativity and audience targeting, B2B marketing has specific qualities that may make it easier to implement than projects aimed toward B2C audiences.

While both types of marketing focus on targeting a specific persona or audience, the way we go about it can vary. Just as this doesn’t mean one is ‘better’ than the other (that would be like saying books are better than bananas; it just doesn’t make sense), simplicity can be difficult to quantify. Here are a few areas where B2B marketing can shine.

October 8, 2014: At the beginning of September, Google announced that it was adding another member to its ad extension family in AdWords. The extension is called “Callouts” and it adds non-linkable bullet points to any search ad. Throughout the month, AdWords has started rolling out this new extension to eager advertisers.

Callout Extension Overview

The easiest way to describe the Callout extension is simply Sitelinks without the links.

AdWords’ Callout Extension

October 6, 2014: According to B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America,  the latest benchmark report released by the Content Marketing Institute and MarketingProfs, there is more to content strategy than just implementation. While the adoption of content marketing has certainly become prevalent across B2B organizations, the separation between good and great organizations revolved around one key theme: documentation.

Report findings showed that that only 35% of survey respondents had a documented content marketing strategy, which in turn has led to more effective content marketing programs. 60% of respondents who had actual documentation rated their strategy as highly effective, versus only 32% of those who had no documented strategy (or no strategy at all).

September 29, 2014: Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.

While there were certainly results that reaffirmed recommendations we’ve made consistently throughout the years, several came as a surprise as well.

September 25, 2014: back-to-schoolI am not a native New Englander. But, with six years of living in the Boston area under my belt, I’ve pretty much become accustomed to the parking lot that is any of the major highways during rush hour.

Traffic gets especially bad around this time of year, when school buses start popping up around every corner. I’ll be the first to admit that my road rage has a tendency to flare (hey, if you can’t beat ‘em, join ‘em), but spending excessive amounts of time in my car can actually be a good thing because it provides the opportunity to brainstorm blog topics (really!).

September 22, 2014: The collaboration of Inbound 2014 and FutureM brought together over 10,000 marketers and “tech geeks” from around the world. As you can imagine, the Boston Convention and Exhibition Center was oozing creativity and eagerness to exchange knowledge.

Inbound 2014 - A Marketer's Rock Concert! #Inbound14 #Marketing

This three-day extravaganza explored every topic from marketing strategies to leadership to data and analytics. While not every session related directly to B2B marketing, I couldn’t help but think of the link of these intriguing concepts and their application in the space.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

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"After several failed attempts to find a good SEO product, we were lucky enough to get introduced to KoMarketing. Derek and his team were able to clearly articulate an SEO strategy for our business. They worked closely with our developers to revamp our commerce site in a way that had minimal redesign impact, but big increases in organic visits and transactions. The team also did a fantastic job helping us measure results. I highly recommend KoMarketing to anyone looking for an SEO solution." – Kevin Bridges, Innovation Leader - Imagineer at Hallmark Cards

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