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.
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 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.
“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.
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:
This year’s annual BBN owners’ conference offered a unique privilege to hear input from marketers working all over the world. At the conference, we shared our own reflections on the state of play of B2B marketing and what the future holds.
In Denmark, small- to medium-sized B2B companies are emerging as sustainability superheroes – supported by powerful storytelling. In a market where the Sustainable Development Goals are hot, how might your company use storytelling to gain a competitive edge and bolster partnerships?
It’s nearing the end of February and that new year resolution to get fit is starting to fizzle. But the year is still young and it’s not too late to start planning your next content marketing move. Here are six handy tips to help flex your content marketing muscles.
Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement – and give you better sales leads.