A well-designed social media (SoMe) strategy is an indispensable part of your content marketing efforts. B2B social media marketing is all about engaging customers through relevant, value-adding content.
For businesses adapting to rapidly changing circumstances, where customers are constantly accessing content through multiple devices at any time of the day, there are great opportunities to engage. But with these opportunities comes pressure.
No-one would blame you if you were to rapidly re-evaluate your marketing priorities in 2020. We are facing an unprecedented rate of change that will surely affect the way business will be done in the future.
But already now, I believe a new foundation for business is being established. Let’s face it. Even at a time when digital communications is the norm for most, many have still relied on face-to-face meetings for effective collaboration or to truly seal a relationship.
Out of necessity, however, this belief is currently challenged, and many are already adopting – and beginning to cope with – a new reality.
mention of a ‘white paper’ is likely to send shivers down the spine of any
marketing manager today. And it’s no surprise, because the work it takes to
produce a good white paper should not be underestimated.
But it’s worth it! Here, I’m going to look at some of the key reasons you should start planning your white papers now!
As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably experienced that same thing. They’ve put a lot of time and energy into creating content with the hope of turning MQLs into SQLs, but unless the right people are finding it, all of that work goes down the drain.
“There’s a seat for everyone at the Thought Leadership table,” says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the B2B marcomms toolset.
“People can be intimidated,” said Morten Floee
Knudsen, when I asked him about thought leadership as a marketing mechanism in heavy
“The idea of spending resources on creating or sharing inspiring, thought-provoking content that does not talk about your product and won’t sell products tomorrow can be a scary thought. But raising issues and debating broader industry challenges show that you care, that you take ownership of the market, and that you speak the same language as your customers.
At BBN, we’re embarking on a journey to update the content marketing toolset that has guided successful content marketing programs for B2B companies the world over.
Content marketing for B2B companies requires a well-planned and coordinated effort. Success comes down to being able to choose the most suitable approach, within the limitations of budget and resources, from a multitude of content marketing disciplines.
With a six times higher conversion rate than other methods, it’s no wonder that more and more companies are integrating content marketing into their marketing strategy.
Whether it’s a company targeting cement plant owners in the Middle East or another launching a new seed brand in Eastern Europe, many B2B companies use content to engage their audiences.
So, we know that content marketing works, but how do you decide what content works best – and when?
This year’s annual BBN owners’ conference offered a unique privilege to hear input from marketers working all over the world. At the conference, we shared our own reflections on the state of play of B2B marketing and what the future holds.
The bridge between product development and bringing a product to market can be a tricky one to cross. Without due care, the hard work of engineers can be lost in a sea of marketing messages. Technology expert Mogens Abel-Bache shared some insights with me into how marketers can help tech companies get their products into the hands of the people it’s designed to serve.
Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement – and give you better sales leads.