Blog Archives: Content Marketing

February 19, 2015: Recently, I spent a week stuck in the Midwest due to travel complications getting back to Boston (remember summer?? Yeah, I don’t either). During my extended stay at my mom’s, my daughter ran in circles around the house (cabin fever, M&M’s, and new maracas from grandma make for a powerful combo) while I tried to work in the other room.

My mom kept popping in to “check on me,” which invariably meant she wanted a timeframe for when she could release the reins and observe the toddler play from the safety of her couch.

February 17, 2015: B2B and B2C marketers alike are more commonly implementing strategies and increasing budgets devoted to content marketing than ever before. Even though it seems like every organization, product, and individual has an associated blog, it’s become apparent to me as a content marketer that not everyone seems to get it when it comes to content marketing, and that can be a huge difference maker.

Confused Kid

I’m not sitting here on a pedestal ready to name the Ten Commandments of content marketing, but I do believe there are some content marketing “truths” that need to be understood and taken seriously on the way to success. I’ve outlined 20 of these truths below, with the help of some relevant GIFs.

February 5, 2015: The integration of video content has been a confusing topic for many in the B2B space. However, if you break down the different ways video can work within your specific marketing strategy, it becomes significantly less daunting. And it’s imperative to consider how video can be leveraged for B2B online marketing.

This is especially important because based on a study last year, many B2B marketers (63%) are planning on spending more on video over the next year. It’s time to start integrating, especially if you’re seeing the competition making plans to do so as well. 

January 27, 2015: Late last year I touched on 3 ways SEO can work with social media initiatives. This time, I wanted to build on the concept of SEO working in conjunction with broader marketer efforts. In this post, I will cover how you can improve upon your SEO skills by asking certain questions to other members of your company.

Before I get started, take a look at the slide below from Rand Fishkin, which sums up a handful of the factors that can influence SEO today:

randfishkin SEO slide

January 22, 2015: There is no escaping it. You are executing a content marketing initiative as part of your broader B2B marketing program in 2015. If you are a regular reader of this blog, SEO performance is likely part of the reason content marketing has become a priority as well.

But guess what? According to The Content Marketing Institute, at least 86% of B2B marketers are now engaged in content marketing as well. That number swells to 93% if we only classify content marketing as “creation and distribution” and not a more formal business discipline, as detailed in CMI’s 2015 B2B Content Marketing Report.

January 15, 2015: The stretch of winter after the holidays can be long and hard. In my corner of the world, where we’re currently covered in snow and ice, the inclination is to hibernate. And I’ll tell you what: If I didn’t have Netflix to binge watch during this time of year, I don’t know where I’d be.

Wherever you may fall on the House of Cards spectrum (toe dipper, occasional watcher, or full-on devotee – like me), if there’s one thing to say about that show, it’s this: It’s memorable. Because Frank and Claire Underwood? Are super scary.

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January 13, 2015: Read, write, review. These three words are critical to the content marketing process from start to finish. To stay educated, you read. To convey your thoughts to the audience, you write. And to learn what’s really resonating with your audience, you review.

Measure success

Today, I’m going to focus on the “review” component of the writing process, as it can be a great way to generate new content ideas with confidence that they will perform at high levels. After mining through our clients’ Google Analytics data, I’ve put together a list (in no particular order) of ten blog post “themes” that have driven an abundance of traffic to their B2B websites. Enjoy!

January 8, 2015: One of the biggest challenges for any writer is finding new topic ideas that speak to your audience. Let’s face it, when you’ve been writing for a while, specifically on a blog or website, you start to run out of topics. It happens to the best of us.

They key is realizing that there are actually some really easy ways to come up with new ideas that your audience will want to read. Namely, answering their questions.

December 16, 2014: Earlier this month, MarketingSherpa’s chart of the week covered survey results on the types of content sources B2B marketers trust most, as they pertained to the quality of the source publishing third-party contributed content. For those of us working specifically in the online component of content marketing, the results might be surprising, and are certainly worth noticing.

Chart: What Content Sources Do Customers Trust?

Q. What do you think is generally higher quality?

What content sources do customers trust?

Articles found in printed publications ranked higher in perceived quality than those generated online. Even print-based advertorials, where the intent should clearly be understood as promotion, were considered of higher quality (at least by those surveyed), than all but one of the four forms of digital publication choices offered.

December 11, 2014: FRIENDLY REMINDER: Gift-giving season has arrived. If you’re anything like me, you probably think there’s PLENTY of time left to finish up (or start) holiday shopping for those special people in your life.

The reality is, there really isn’t all that much time left at all (sorry to burst your bubble). But, have no fear! I’ve pretty much done your holiday shopping for you, assuming of course that one of those special people to receive a gift happens to be a devoted content marketer.

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