B2B Online Marketing Blog

July 21, 2015: Landing Page ConceptOne of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets.

Basically, every content marketing asset can serve as an opportunity to be found in search results. As such, they need a unique place online, through the B2B organization’s website, to serve as a “home base” for lead generation and search visibility.

Why build individual landing pages? Consider the following benefits (among others):

  • An opportunity to define a unique keyword strategy for SEO, or support an existing strategy.

July 16, 2015: Once upon a time I found myself sitting in a college dorm room writing poetry (about cats, mostly) andauthoritative-writing-voice analytical essays on Shakespeare and Chaucer and Dickens and Austen.

La de da!

Fast forward in time (no, I’m not going to tell you how old I am!) and here I am still writing, but on different subject matter entirely: manufacturing, digital marketing, technology, healthcare, etc.

As any content marketer knows, it can be tricky to nail down a distinct and recognizable writing voice when you’re working across multiple industries (particularly those industries that may be completely foreign to you).  In the B2B space, it can be especially difficult to convey subject matter in a way that’s entertaining, informative and, most importantly, useful to the target audience.

Let’s take a look at a handful of ways to develop an authoritative voice in any content niche:

July 14, 2015: There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe. However, the executive team often judges content’s success by its impact on sales, as they envision content consumption to follow a linear flow, like this:

Linear Content Consumption

In a dream content marketing scenario, the above path would be taken 100 percent of the time. However, as a content marketer, I (as well as others) understand the path to purchase via content efforts could be much more complicated, beginning with a cycle that looks more like this:

Content Consumption Cycle

July 9, 2015: Every two weeks here at KoMarketing we hold team trainings. We gather the SEO, content, PPC & social media teams into the conference room and spend 45-60 minutes discussing a topic related to the online marketing industry.

Team Training

The trainings help give individuals a glimpse into the other departments and keep all of us up to date on what’s happening in the industry. It’s also a nice way to get new people up to speed and let veterans share their knowledge.

If this isn’t something you are doing, I highly recommend it.

July 7, 2015: Oftentimes, B2B marketers need to focus on promoting what they already have to gain new customers and strengthen a loyal following. However, when the B2B organization is is rolling out new products or services, some of the most successful aspects of B2B marketing should be leveraged to aid in exposure and acquire new customers.

Below are some of the channels and mechanisms B2B online marketers can promote a new product or service to target audiences.

July 2, 2015: Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. We’ve all seen it happen, but we haven’t all made it happen.

Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What happens from the moment you first see a headline to time you share it across social media platforms?

June 30, 2015: Link BuildingIn my last post, I wrote about the fact that there are two key components of successful link outreach. The first component is getting people to actually open your link requests and what elements online marketers should consider.

In this post, I want to address the second component of successful link outreach: how to increase the likelihood that publishers will actually say “yes” when you have successfully started a conversation about link acquisition.

Yes, there are elements of your email communication that increase the likelihood someone will open your message once received (see my last post). But the reality is that savvy online marketers start the communication process weeks, if not months in advance.

June 25, 2015: Think for a moment about the last time you consumed a memorable piece of content.

What in particular stood out to you? What propelled you to share the article with colleagues or on social media? What has you still thinking about the piece weeks or even months later?

content-rising-summit

Last week’s inaugural Content Rising Summit sponsored by Skyword sought to answer these questions and more by bringing together 300 of marketing’s best and brightest at the Westin Waterfront Hotel in Boston.

In the words of Skyword CEO & Founder Tom Gerace, the event “explored the art and science of storytelling.” He adds that, in today’s consumer-centric landscape, it’s crucial for marketers to “move beyond product narrative and transform content marketing to address customers’ wants and needs.”

The KoMarketing team was pleased to attend the brand storytelling conference to learn more about the Skyword platform, connect with industry peers, and sit in on a variety of sessions and workshops offering best practices on content creation and execution.

Here’s a look at our team’s key takeaways from the event:

June 23, 2015: Even if you have your B2B company’s social media strategy pretty much down (or even if you don’t), there’s always room for optimization, from when you schedule your messages to the call-to-action in each post.

One such area that can be optimized is your social media content resharing strategy. If you aren’t already resharing your existing social media posts, you should consider this technique of adding more content to your social streams as a viable way to add visibility, engagement, and user interest to your posts.

June 18, 2015: Oliver, circa 1967Last week I had the good fortune to participate in a content marketing meetup hosted by the team at Curata. As we discussed the history of search engine technology and ended with the importance of both content and links for SEO, the question was ultimately asked, “how do you actually get links?“.

Somewhat off the cuff, I replied “I ask for them“. While this may seem either obvious, possibly too direct, or even flippant, the reality is that in today’s SEO environment, shortcuts and short-sighted tactics designed to “game” Google’s search results in particular simply don’t work.

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.

chris-long

"KoMarketing takes PPC management to a completely different level of focus on performance and commitment to client business goals." – Chris Long, CMO, L-com Global Connectivity

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