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A Christmas Wish: that marketers ‘get’ the need for content promotion

Imagine you had asked your ad agency to create a TV commercial for your latest product. But you hadn’t allocated funds for actually airing the commercial on the right TV channels. Would you expect your campaign to be the talk of the town? No, right? Then why should corporate marketers expect they can create great content and the world will just sort of, well, see it and engage with it? Content promotion is key in today’s communication landscape. Continue reading

B2B and the tourism Industry: the business case for video

In my previous posts I covered two fundamental issues for B2B companies and marketers in the tourism industry looking to stay ahead of the competition: the need to develop a strong digital strategy and the growing importance of the “mobile factor”. Here I want to focus on another crucial aspect: the massive potential of video. Continue reading

8 ways to come up with great last minute content

“If you want to be interesting, be interested.”

There’s probably a good deal of truth in this saying, and if your business is content marketing or depends on your blogging activities, you’d do well to keep it in mind.

Coming up with interesting content that addresses and tantalizes your readers and giving it a remarkable personal (or corporate) spin are basic tenets of content marketing and the recipe for blogging success. But doing this day after day can be hard. Very hard. This is where it gets interesting. Continue reading

Content production? Danish companies have got it right.

With content marketing exploding onto the scene of mainstream B2B marketing in 2012, marketers everywhere are scrambling to re-adjust marketing plans to reap the benefits of more comprehensive content strategy and content production. But, while strategic planning, in itself, isn’t an easy task for many companies trying to adjust to changes in B2B buyer behavior, apparently it’s content production that presents the biggest challenge to executing content strategy. Continue reading

Content marketing? Danish companies could lead the way.

Content marketing is about engaging your target audience with useful information that that helps them solve a problem or become better informed. It is not an exercise in directly promoting your products or services. Instead it involves encouraging and building dialog with interested parties, which can help position you as a trusted advisor and a credible, knowledgeable supplier who understands their industry and needs. Continue reading

CASE STUDY: 9 ways to improve your B2B brand story with emotional branding

Case Study - Reson

[CASE STUDY] B2B is rarely considered sexy or even exciting, yet for B2B buyers, great solutions radically improve their day-to-day working environments and hold the potential to make or break their businesses. Why, then, shouldn’t it be possible to create a strong emotional connection with your buyers through B2B marketing and communication? After all, your services or equipment is part and parcel of their professional aspirations, challenges and ultimately their business’s success in the marketplace and beyond.

This case study offers 6 ways to check whether your brand story is off target and 3 takeaways for how to improve your connection to decision makers with emotional branding. Continue reading

Your Content Strategy – why really, it’s the No. 1 factor in communication success

You will have heard the phrase “Content is King” uttered at numerous seminars aimed at enlightening marketing and communication professionals like yourself about the virtues of going online with your communication strategy. Forget it – it has all too quickly become old news. Instead, make way for what may seem like even more hype: “Content is God”. Continue reading