B2B Online Marketing Blog

March 24, 2016: Last week I turned 34. No, I’m not telling you this because I’m looking for belated birthday wishes (although I will accept belated birthday presents). I’m telling you this because of what happened leading up to 34.

For the month leading up to my birthday, I was Dog-birthdayconvinced I was turning 33. In fact, Stacy and I had an entire conversation about how she was a year and a half older than me (she’s not).

It wasn’t until my friend sent me a super awesome #34 Thurman Thomas jersey (Go Bills!) and wished me a happy 34th birthday that I realized I wasn’t turning 33. And even then it took me several hours to put it all together. As it turns out…


Now, at this point, you may be wondering what this has to do with marketing.

Well, around the same time I was realizing I’d lost a year of life, I had several clients who had lost their traffic data or were trying to make important decisions about their site without data. And let’s be real, for marketers, losing traffic is essentially like losing a piece of your life. We need those numbers to make informed decisions!

How do you lose your data?

Great question. One client re-launched their site without analytics, another had a GA profile deleted by an ex employee, and another was looking for a content audit on a site with no analytics.

All different scenarios but all ending with the same question: What can we do?

There is obviously no one answer but there are often workarounds. I’ve outlined a few below:

March 23, 2016: According to BuiltWith’s Audience Measurement Technologies Usage Statistics, Google Analytics is used on 43% of the Top 10,000 websites and on 83% of all websites on the Internet. With so many sites leveraging Google Analytics it is important to know the nuances of how data is collected, processed, and reported back. Knowing these intricacies can help you improve your understanding of the platform, aid in your analysis of your audience, and determine the impact on key performance metrics.

Let’s take a look at a few of the most important Google Analytics nuances:

March 22, 2016: During a recent client meeting, we spent some time talking about the idea of content marketing as a solution to a problem. Our client, preparing to launch their new website and in the middle of editorialproblem-solution calendar development and execution, made the point that they want their content to be solutions-focused – as in, starting with the problem and then identifying the solution.

It got me to thinking: Shouldn’t the goal of any content initiative be to address specific problems customers are facing and provide solutions?

While it’s true that content marketing can (and should) accomplish many goals – educating an audience, building a community, creating thought leadership/expertise – the reality is that we, as content marketers, often forget that our primary objective is to provide purposeful, helpful content for our target audience.

With that in mind, I’ve trolled various Q&A sites – including Quora, LinkedIn Groups, FAQ Fox, among others – and come up with a list of some of the top content marketing challenges people are asking about.

The following is a list of quick, easy ways to overcome some of the leading challenges of content marketing:

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


March 15, 2016: Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. A study published on the Think With Google blog found that about 50 percent of B2B researchers (who usually make many of the purchasing decisions on behalf of their company) are millennials, or professionals aged 18-34.

March 10, 2016: I’ve gotten 12 business emails today. It’s only 9:14am. A “light” day in email marketing so far.

My inbox isn’t alone. The email struggle is real. You feel it, don’t you?

The Envelope Icon In My System Tray Haunts Me

Will I read and process each email, and the legions that will assuredly follow? Of course not. I’m pretty sure I hear from the same companies almost every day. Their messages boil down to a weak offer, an (un)tantalizing bit of research that simply must be read, boring news about the latest blah blah (when I didn’t care for the previous blah blah), and…well, you get the gist.

March 8, 2016: marketing, marketers, customer experienceThe “Making Personalization Possible” report from the CMO Council discovered that as more marketers shift their focus to personalization, they are hopeful that their efforts will pay off.

About 68 percent of marketers said they planned to optimize the customer experience through better client data and analytics.

We had an opportunity to speak to Liz Miller, senior vice president of marketing at the CMO Council, for more insight into the results.

March 3, 2016: On Monday, February 22nd, Google dropped a bombshell on the world of both paid and social advertising. Effective immediately, Google will no longer be showing ads on the right hand sidebar. They are instead opting to show ads only at the top and bottom of search results.

The removal of the sidebar, which has been a staple location since AdWords’ creation, will certainly shake up results for many differently reasons. This blog post will go over the positives and negatives of this change and what it means for current advertisers.

March 1, 2016: Last year Casie wrote a post on how to generate keyword lists and ideas. The objective was to provide resources and tactics for coming up with as many keyword phrases as possible around a particular topic.

Developing a list of good keyword opportunities can be both time consuming and challenging. Once completed, B2B marketers face a different challenge: making certain the generated keyword list matches content marketing tactics as best as possible.

This actually leads to two lists of keyword priorities:

  • Keyword targets that can be applied to existing content marketing assets.

February 25, 2016:

If you’re like me, you probably Pic1dedicated numerous hours trying to win your Fantasy Football league(s) this fall – not only for the glory, but also for the gratification that your hard earned time (and possibly $$) didn’t go to waste. You did all the research, took all the risks, and learned from your mistakes, all to come out on top (at least I did).

As a Paid Search Advertising Manager at KoMarketing, my job is to pretty much do the same. Looking at the parallels between the Fantasy sports world and paid search marketing, it’s easy to see that both can be approached in the same competitive manner.

Let’s take a look:

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