What they are and why we need ’em
Ad agency creatives know what it’s like. You’ve come up with a fantastic idea for an ad, a one-liner or an image that, at first glance, seems to nail the brief. Right now, you’re feeling great. Like you can walk on water. Like the whole world is going to applaud your uncanny creative abilities.
But the thrill is short-lived. Find out why being in it for the long haul pays off.
When I tell people I work as a copywriter, I’m usually faced with a blank look or a slight nod of the head, followed by the question, “So what do you do?” Truth be told, I didn’t even know what a copywriter was when I applied for the job! What I’ve learnt is that we are a special breed, not everyone is good at it and that I’ve developed a skill for life.
I delve into the nooks and crannies of what a copywriter is – you can decide whether this is a skillset you would like to get a hold of.
In the current business environment, which brings a new level of difficulties to almost every business, sales teams are having to look closely at their company’s strategic value proposition. Does it reflect the current strategy? Is it the right fit for the customer? Does it align with current buyer behavior?
Now is the time to re-evaluate. But when speed of reaction to market dynamics is the essence, there’s no time for a protracted process. What’s needed is a rapid, pragmatic approach.
If you’re in B2B marketing, you’ll naturally understand the importance of creating great content. But great content will only be seen and shared if you distribute it effectively. This is part two of a three-part blog series relating to using LinkedIn in your B2B marketing. Here are some best practices for sharing content on LinkedIn.
There is no doubt that LinkedIn is the most successful social media channel for B2B marketing. Whether it’s used for content marketing, recruitment or account-based marketing, the opportunities stretch far and wide.
In this three-part blog series, I will cover how to make the most of your LinkedIn company page analytics, best practices for distributing content on LinkedIn and how to use LinkedIn when B2B events or shows are cancelled. This blog post is the first of three and delves deep into LinkedIn analytics.
In the midst of uncertain times, growing numbers of B2B companies are amping up their digital content strategies and seeing positive results. What is the ultimate digital B2B buyer experience and how can you achieve it?
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.
What would you say if you were asked to learn from and party with the brightest minds in the global B2B marcomms industry while lodging in a castle located in German wine country? Well, I said, “Yes, please!”
In October, I had the privilege to participate in the 2019 BBN Academy where I got the opportunity to meet and work with some of my BBN counterparts from around the world. We convened in the historically rich Châteauform’ Schloss Löwenstein, just an hour away by car from Frankfurt. This would be my first BBN Academy experience.
Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around.
What is the difference between paid, earned, owned, shared media? And what is gated and non-gated content? Here is a quick overview of how you can use these four media types to enhance your content marketing strategy.
Public service announcement: this serves as
a gentle reminder for why you set about adopting thought leadership in the
If you work in a B2B company and haven’t
yet implemented a content marketing strategy with a thought leadership
undertone, then you are way behind. While not a novel concept (it
came to a head around eight years ago), not all B2B companies have adopted
the approach. On the other hand, some have been doing it for years.
For old time’s sake, let’s revisit the definition of thought leadership: