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.
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.
A content audit is kind of like spring cleaning. Once a year (or on another regular schedule), you go through your website and get rid of pages that no longer fit you or your brand. Besides deleting pages that see few visitors, you also need to update, consolidate, keep or redirect other pages. Although there’s no shying away from the fact that it’s a lot of work, a properly performed content audit can send a surprisingly large amount of organic traffic your way. Remember, it’s quality website pages offering valuable information, and not the amount of content on a site that search engines look for and reward.
When asked by a client to repurpose a press release to an article recently, I tackled the task head-on and produced not one, but two brand-spanking-new pieces of landing page content. With a bit of creativity and stakeholder input, you can take content production out of the “too hard” basket.
As 2020 blows full speed ahead, we wanted to take a moment to appreciate some of the finer things in life from 2019—like all the super helpful, astute blog posts we produced.
In the agency world, copywriting is a form of creative expression. Yet some haunting memories of your English teacher shoving grammar rules down your throat may bring your creativity to a grinding halt. How important is it to pay respect to some long-standing grammar rules that dare I say, no longer have a place in this modern world? In this article, I banish five grammar myths to help ease you into copywriting bliss.
The world has made a fundamental shift in the way it views sustainability since the United Nations Framework Convention on Climate Change’s (UNFCCC) Paris Agreement was signed by 195 countries in 2016. The effects of this shift have rippled to companies who are now also legally obliged to meet the agreement’s goals.
Thus, organizations are gradually realizing that sustainability is not merely a trend or a moral obligation, but a reality that needs to be integrated into every strategic plan and action. However, few organizations know how to communicate to stakeholders that their actions align with global climate goals.
“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.