This second article of a two-part series discusses two of the four strategic pillars of building a B2B corporate website. In the first article, we looked at Strategy and Value Proposition. This time, we look at Brand and Offerings. Continue reading
Is COVID-19 the Voldemort of business?
“Can we use the term, COVID-19, in our marketing?” “Will people think we’re trying to take advantage of the situation?” “Is it OK to mention COVID-19 when our products don’t protect or help cure people?” – does this sound like you?
COVID-19, for some businesses, has become the disease whose name must not be mentioned in the context of commercial gain. But could this be doing more harm than good?Continue reading
Keeping a close eye on your communications
While we are all adapting to doing business and maintaining close relationships with our stakeholders from a distance, there are, of course, some factors that make connecting and communicating with people challenging.
But maintaining transparency and compassion through communications can help you stay top-of-mind for customers, clients, partners and employees alike. How can you ensure this?Continue reading
What is a copywriter and do you need one?
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.Continue reading
Best practices for sharing content on LinkedIn
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.Continue reading
The 7 steps to improving your digital B2B experience
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?Continue reading
How to win B2B market share in tough times
They say that, when times get tough, the tough get going. And that’s probably why, in a time where many companies have reduced or even stopped spending on marketing efforts for fear of COVID-19’s impact, we’re seeing a growing number of companies turning the current situation to their advantage.
Right now, companies are in a battle for market share and, in some cases, survival. Some, however, fight smarter than others.
Watching our clients around the globe during the past month, we have noticed three different ways people are reacting to these tough times:Continue reading
How to use social media in your B2B content marketing
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.Continue reading
Power up your content marketing strategy with white papers
The 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!Continue reading
Why a content hub is the core of an ABM strategy
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.Continue reading