Blog Archives: Content Marketing

April 21, 2016: “Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changedballerina direction” or “The quarterback pivoted and threw the ball to the running back.”

So what does it have to do with B2B marketing strategy?

Nothing at all – and basically everything.

If you’re in the business of content marketing, you are, by necessity, comfortable with change. With Google changing its ranking algorithm a whopping 500 – 600 times a year, it’s critical to stay nimble to keep up with your customers – and the competition.

That’s where pivoting comes into play.

Let’s say you’ve got a content marketing strategy in place you’re absolutely sure will result in links, conversions, third-party exposure, etc.

How do you know this? Because you and your brilliant team of colleagues came up with it (duh)!

But then you take a deep dive into Analytics and realize your content assets aren’t performing as expected. Your organic traffic numbers are down month-over-month and year-over-year, your conversion numbers are low, your keywords are slipping in their ranking – and you wonder: Is anyone actually reading the stuff you’re putting out there?

In other words, your content strategy has crashed and burned.

Even the most lifeless content strategy can be resuscitated if you know how to pivot and get it back on track. Here’s a look at how to regroup, refocus, and refine strategy for the future:

April 19, 2016: Since my early days of writing in grade school, one rule has remained constant: developing content with the audience in mind. Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. Always ask yourself:

Why am I writing? For whom? - Writer or author questions on a napkin with a cup of coffee

To take a soundbite from Field of Dreams, “If you build it, they will come.”

The B2B content consumption stats are out there. Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase.

April 14, 2016: Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt.

Remember the comfort of blanket forts when you were a kid? Yeah. Sometimes it’s more appealing to hide or avert our attention rather than figure out something sticky.

March 17, 2016: I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors.

An image of a road to the horizon with 3d text 2016

Today, I want to look back at the past six months (with help from our industry news section and GIFs) and showcase some of the latest trends I’ve come across that should have a direct impact on 2016 content marketing strategies.

1. Data Management

giphy1

February 23, 2016: As marketing strategies continue to progress, it’s becoming more important that B2B marketers connect their offline and online marketing programs. A recent KoMarketing news article really got me thinking about this.

online and offline marketing

This statistic caught my attention – nearly 98 percent of CMOs claim that offline and online efforts are merging (Gartner). If the distinction between traditional and digital marketing efforts is fading, what does this mean for B2B marketers?

Driving offline audiences to online campaigns will be an essential tactic to create a truly competitive advantage. Successfully doing this can take an online marketing program to a completely new level of sophistication.

Finding customers online using your existing database is one way to connect your offline and online marketing efforts. The objective is to help customers discover your online presence, and build relationships with them so that you are foremost in their thoughts when they are ready to buy. Additionally, connecting with customers online presents an opportunity to reach a new audience of people who could also be interested in your business because of the similarities with your existing customers. All you really need to get started are some basic fields from your customer database: name, website, email, etc.

In this post, I wanted to throw around a few ideas for how B2B marketers can find their customers online to better align offline and online marketing efforts. Here are 5 tactics for you to consider:

February 18, 2016: Oh, sure. We all remember the kinds of things that Mom told us growing up. Don’t judge a book by its cover. Don’t cry over spilled milk. If you can’t say something nice, don’t say anything at all.

She may have gotten you to eat two more bites of your veggies before you moved on to dessert, but ofangry-mom course Mom never told you anything about your career in online marketing.

There’s a reason for that (aside from the fact that the Internet most likely didn’t exist when you were a kid): She couldn’t. Because online marketing isn’t really something that can be taught.

Like so many other things in life, it’s something that you have to figure out for yourself as you go, through successes and failures and, hopefully, with the help of some experienced colleagues by your side.

Take lead generation, for example.

MarketingProfs research shows 71% of B2B marketers use content marketing to generate leads. But the obvious question is: How do you know which content resonates best with prospective buyers and make sure you’re getting that content in front of them?

There is no one answer.

Tactics and strategies will vary depending on the client or project you’re working on – there is no broad-brush approach that will work best for everyone. What’s important is to spend some time digging into the data and metrics so you can maximize the conversion potential of your content efforts.

Let’s take a look at a couple different strategies for how to find B2B customers through your content initiatives:

February 16, 2016: Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend. During this three-day long annual celebration, a handful of selected players participate in a 3-point contest and dunk contest before joining the rest of their peers for the All-Star Game, which caps off the weekend.

However, before these players can become NBA All-Stars, they’ve spent countless hours practicing and honing their skills. While content marketers don’t necessarily have an annual celebration to match the glamor of NBA All-Star Weekend, we still practice and hone our content marketing skills with hopes of being seen as all-stars within the industry.

notebook and writing things

It’s common for NBA All-Stars to excel in shooting, passing, dribbling, defense, and rebounding. But, what kinds of skills are needed to become a content marketing all-star? Let’s take a look:

February 11, 2016: Email marketing is one of those things many marketers feel like they “should” do, but the fact remains that B2B email marketing strategies differ for each organization. For some, simply sending out emails with current promotions can lead to great click-through rates (anything over 3.5%) and a decent ROI. However, for certain B2B industries, a little more curation is needed, hence why the client newsletter continues to be a mainstay strategy for email marketing.

February 9, 2016: The word these days is content. Video content in particular is an increasingly compelling tactic for business marketers to deploy throughout the funnel, with numbers to support its use.

Marketers are seeing positive results when they include video in the marketing mix. And on average, there’s a more than 40% uptick in traffic on websites featuring video, due to search.

Video brings an immediacy, digestability, context and personality that even the most clever of text-based business content struggles to achieve…at least in our instant gratification, device-ruled world.

Start planning how to create video for your company now. We’ll help you get started.

What makes a good B2B video

How can a good B2B video be characterized?

February 4, 2016: A survey released by Attend and Demand Metric at the end of 2015 revealed that customer engagement remains a top goal for B2B event marketers. Additionally, 63 percent use four or more types of events, such as webinars and conferences, to reach out to their target audiences.

We had a chance to speak to Eric Bisceglia, vice president of product and marketing at Attend, for more insight into the survey results.

Contact KoMarketing

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.

Jodi Coverly

"I worked with KoMarketing during my time at Pongo in a variety of roles. At first, they were doing the work for us, but in the end, they trained my growing team on Search Engine Marketing (SEM). Their education of the importance of Search Engine Optimization (SEO) led to us launching a job search blog, over 30 learning center articles, and a social media campaign. I would not hesitate to recommend the KoMarketing team for any size project you may have." - Jodi Coverly, Marketing Manager, Pongo LLC

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