How to Change Your Brand Perception with Always-On Content Marketing

By on June 22nd, 2020
sustained content marketing

Always-on content marketing is the only way to build new relationships for a brand. As my good friend Carla Johnson points out, you need only look at the rebranding MGM Resorts’ Las Vegas properties underwent to see what magic content marketing can work. If you’ve ever watched old movies set in Vegas, you know that all the romance revolved around the high rollers. Entertainment entered the picture in the '50s…

Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde

By on June 22nd, 2020

I have learned quite a bit in my nearly 30+ year marketing career. Probably the most significant is the importance of strategic demand generation and the value of great B2B marketing, supported by data- and insights-driven decision making. And as I have discussed before, the best organizations also give back – my tenure at SAP included community service and participating in world-class instances of Corporate Social Responsibility (CSR). Along the…

7 B2B Content Marketing Examples With Serious Vision

By on June 21st, 2020

What makes a strategy successful? Big picture vision. The marketers that know where their brand story began, where it is right now and how they want it to be perceived six months from now, and six years down the road, are the ones capable of drafting a roadmap that will actually take them to where they want to go. Without this vision, the stream of short-term marketing strategies and clashing…

9 Ultimate All-Inclusive SEO Tools for Business Owners and Agencies

By on June 21st, 2020

Many business owners and agencies understand that SEO is very important for the success of their online business. Websites with high rankings get more traffic and leads. It's just that simple. Many business owners ask what the best SEO tools are. To tell the truth, there is no a cookie-cutter answer to this question. You know that every business is absolutely different and has various needs and requirements. Good news…

How Many Articles Should You Publish to Increase Traffic and Leads?

By on June 17th, 2020
how many articles for content marketing

“How do they do it?” my clients ask, as they look at the number of blog articles by their industry’s top producers. “How many articles should I publish to increase my traffic and leads?” Often, it feels as if we can never quite write enough content to keep up with the “big guns” in our industry. Then, we read that we need to write 2-4 articles per week? And then…

Why Content Syndication Is Part of an Effective Content Marketing Strategy

By on June 16th, 2020

If you’re a content marketer, you know how important it is for you to have a variety of B2B marketing tactics up your sleeves. They can help you generate awareness around your brand, expand your reach, drive more sales leads, and so much more. Syndicating content does a little bit of all that. When you syndicate things you’ve written or created, you’re distributing your content to third-party organizations so that…

Where Should I Post My Video Content?

By on June 16th, 2020
Video Content Marketing

A picture speaks a thousand words – but video content marketing attracts and engages users even better. One study found that visitors spend 88% more time on a website with video. If you’re a switched-on marketer, that’s one statistic you cannot afford to ignore. Video has long been touted as one of the biggest things in marketing. It enables businesses and brands to project their personality, to showcase the very human…

Why Too Much Advertising Can Hold Back Business Growth

By on June 16th, 2020

We all know that companies advertise their products or services to let potential customers know about their brand and what they have for sale. But, there is such a thing as too much advertising? Call it information overload, the nearsightedness on the part of marketers, or anything else you want, the reality is, people hate ads. We’re all bombarded with ads in our daily lives with everything from bus stop…

The Importance of B2B Storytelling

By on June 16th, 2020
b2b storytelling

Telling and listening to stories comes naturally to people across the globe. From ancient to modern times, storytelling has remained a constant throughout the evolution of the human race. Stories in different forms get passed from one generation to another and exist across various channels in multiple iterations. There are simple, linear ones and stories with dizzying complexity and both types keep bringing interested audiences back for more. Storytelling works…

2020 State of B2B Content Consumption and Demand [Marketing Report]

By on June 15th, 2020
B2B content consumption report for marketing

This is a guest post by David Fortino, SVP of Product & Audience at Netline. Creating a report that has real meaning for B2B marketers is challenging. With trillions of data points and millions of quotable stats available within a few keystrokes or the tap of a finger, producing something of relevance and value gets harder every year. Of course, this is easier to accomplish (and we mean easier, not…

Executive Insights: A MarTech Conversation with Scott Brinker

By on June 15th, 2020

I first had the opportunity to first hear Scott Brinker, VP of Platform Ecosystem at HubSpot, speak at the ITSMA Marketing Vision event several years ago. I later saw him give the keynote address at the Boston MarTech Conference along with guest appearance on marketing-related webinars. Scott has published the blog since 2008 and speaks at many industry events including the MarTech conference (which Scott leads as program chair)…

12 Biggest Content Marketing Challenges in 2020

By on June 15th, 2020

Brands face multiple obstacles when organizing the content function. They must grapple with content proliferation; inconsistent and uncoordinated content creation; the lack of strategic direction in the content insights process; and the difficulty for consumers, customers and prospects to find content that is relevant and timely. Great content takes a lot of hard work and time to create. At the various inbound marketing and SEO summits every month, marketers get…

How to Market a Price Cut the Right Way

By on June 10th, 2020

COVID-19 hasn’t just affected the supply chain; it's slashed demand as well. As businesses look for surefire ways to attract customers, many are turning to the oldest method in the book: cutting prices. If your costs have recently been lowered through a new purchasing strategy or increased competition among suppliers, a price cut may be the way to go. Not all price cuts, however, are created equal. For a price cut…

How Your Small Business Can Improve SEO with Content Marketing

By on June 9th, 2020

As a small business, your content strategy is the key to getting yourself seen. It drives traffic to your site, increases conversions, and strengthens your brand. Creating blogs that rank, and rank well, isn’t easy — but it’s not impossible. Read on to discover how to write and rank content that customers and search engines will love, and build your brand community in the process. Quick Takeaways: Speak directly to…

Kill The Marketing Campaign! Why Always-On Content Marketing Works Best

By on June 9th, 2020
always-on content marketing

Campaigns don't work. Your team or your agency defines a message, you pick a favorite creative approach, and a paid media channel, and hope that it will work? Then, you stop right when you get all the learning because your budget runs out. This is why always-on content marketing wins every time: each piece of content is a test. You learn every time you publish and share. You optimize over…

Why CMOs Must Master Empathy Now

By on June 9th, 2020

A modern CMO needs a lot more than just marketing skills. In Chapter 4 of Mean People Suck, I explore the problem that many brands are facing these days: Consumers are becoming increasingly turned off by traditional marketing and are abandoning brands that don’t have a mission bigger than trying to sell their products. To succeed in these challenging times, brands must forge a real and meaningful connection with their…

How to Write the Perfect Blog Post

By on June 8th, 2020

Do you often look at other people’s blogs and go, “Wow! I wish I could write a blog like that”? Now you don’t have to wonder anymore. I’ve researched and pulled together a blog post template that will not only help you write faster and more effectively, but will help you rank higher in search results and get more views. Here’s the ultimate step-by-step guide to writing a perfect post,…

Why Content Marketing Agencies Thrive During Downturns

By on June 8th, 2020
content marketing agency thrives

We’ve yet to see the long-term effects of the coronavirus on businesses. Will it result in a global recession? Or just a blip? Only time will tell. However, there’s no denying that we’re currently seeing economic head winds. CEOs and Marketing leaders around the world are asking: should I invest or save marketing costs. Some industries have certainly been harder hit than others. Many companies in the travel, aviation, and…

How One B2B CMO Focused Her Company On Storytelling

By on June 8th, 2020
B2B CMO Storytelling

If you’re reading this, then I think you probably get the value of brand storytelling. It’s a powerful thing and is often a catalyst for redefining what marketing means to a company. Storytelling has been a pillar of content marketing for some time, but stories aren’t just great for consumer audiences. They work for B2B companies as well, even in the most unconventional industries like commercial real estate. Today, I’m…

Executive Insights: Thought Leadership and Content Marketing Guidance from Michael Brenner

By on June 8th, 2020

I have been quite lucky in my nearly 30+ year marketing career to work with some truly extraordinary people. It has been very exciting working with pioneers in early-stage efforts where we are defining new things literally in real-time.  I had the great pleasure to work with Michael Brenner while in SAP North America Field Marketing and later in SAP Global Marketing. His work in both Thought Leadership and Content…