Opinions, best practices and research into B2B marketing strategy and practices

Honing creative skills in a multicultural environment

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.

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What do gates have to do with content? A guide to paid, earned, owned and shared media

Two gates that are locked up to represent gated content

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.

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Have you forgotten what thought leadership is truly about?

Boy shouting into a microphone, making an announcement

Public service announcement: this serves as a gentle reminder for why you set about adopting thought leadership in the first place.

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:

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Copywriting tips for politically correct content

With the globalized world becoming more aware of the sensitivities of diverse cultures and lifestyles, this guide provides tips, red flags, and resources to ensure your words don’t offend others. Specifically, this guide touches on gender, race and sexual orientation.

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Why bad English-language writing is bad for business

Disorganized English language letters - pink on a white background

Customers and potential customers judge you and your company by the content you produce – and if you’re marketing to an international audience with poorly-written English-language material, you can expect to be judged harshly. In an era of ever-increasing concern about fraud and personal data safety, badly written content could be scaring away even more potential customers – and making you look like a twit.

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Denmark: A great B2B nation

The Danish flag or Dannebrog with a white cross on field of red flies on a boat

Denmark has a distinguished history of successful global commerce. As a small country, Denmark consistently punches above its weight, being home to an unlikely number of current consumer superbrands. Think Carlsberg, LEGO, ECCO, B&O, Arla and Pandora to name a few.

But it’s not only in consumer brands that Denmark stands out. In their niche markets around the world, B2B brands such as Maersk, FLSmidth, Rockwool and Vestas are recognised leaders in their fields. And behind these and other multinationals, there’s a plethora of successful, growing companies – particularly in IT and tech – that keep Danish concepts and technologies right at the forefront of global development. Continue reading

How to create affordable testimonial videos for employer branding

Employee testimonial videos

Most marketing or HR directors would love to have several high-quality employee testimonial videos to support the company’s employer branding efforts – particularly when it comes to recruitment. They also say, however, that it’s one of those difficult and expensive tasks that they just don’t seem to be able to manage with available resources. Frankly, I disagree that producing testimonial videos for employer branding is difficult – or expensive. Continue reading