- 10 Mar
4 Things You Need To Do To Create More Research-Based Content
by James Riddle
A research study conducted by Demand Metric recently revealed that 90% of all companies employ content in their marketing efforts. Today, the majority of business owners believe that content should be central to marketing work.
It May Not Be as Simple as You Thought
However, content marketing, and content marketing that really succeeds, is more than crafting 600-800 words. No, it is far more than that now. Now research-based content is gaining favor. Especially so with those who consume that content.
Research-based content marketing is a sustainable way of bringing in more loyal customers. Even though both large and small-sized businesses can benefit from employing the best practices of content marketing, most of us struggle to pull off a successful content marketing strategy.
For some help with those struggles, James Riddle brings us some great advice on some research-based content actions you can take to improve your content marketing game. Read the full article on Jeff Bullas’ Blog
- 04 Mar
B2B Companies See Purpose As A Path to Success
from Marketing Charts
For some time now, purpose has been an important factor when it comes to consumers’ connection to a company. And this sense of purpose has been a driving factor for many B2C businesses.
The Power is in The Purpose, Even for B2B Companies
But now, according to a report [download page] from the ANA, B2Bs are also recognizing the role purpose plays in setting them apart from the pack. And, they are beginning to recognize that their corporate purpose is important to their business success.
The study found that B2B companies are embracing purpose because, according to their customers, it shows values and character in action, drives business growth and deepens their customer relationships. All important factors in their business and market growth. Although the majority of B2B companies acknowledge the importance of purpose to business, only one-quarter. So, to see more insights into the study and to download the original report, read the full article at MarketingCharts.com
- 03 Mar
New Research: Using B2B Video to Drive Results
by Lisa Heay
Video in the B2B landscape has exploded. It is becoming a staple in today’s modern marketing toolkit. Yet, as more companies invest in video, the gaps between execution and performance are widening.
So Many Questions. Now for Some Answers . . .
While sales and marketing professionals may understand the value of video, what are they doing to actually act on it? And, for those who are investing more time, money, and resources in online video than ever before, are they generating the return on investment (ROI) required to sustain it?
How are today’s most successful companies using video to drive results? To answer these questions, Heinz Marketing teamed up with Vidyard to conduct a research study. And if you’d like to learn more, and download the full research report, see the full article at Heinz Marketing.
- 24 Feb
Nine Types of Video to Help You Close Sales
In just a short time, video marketing has evolved. It has now become one of the most important selling tools in your marketing tool-belt. And this is not only because it’s an effective way to deliver a message but also because it allows you to really connect with your audience. And all in just a few seconds.
How Can Video Help Your Sales?
It has been shown that videos help customers’ decision to purchase a product. In fact, 64% say they are more likely to buy a product online after watching a video. That’s why videos are the type of content with the best ROI. And that is why marketers are including videos in their digital strategies.
To get the most out of your video investment, here’s how to create the right types of video for each stage of the buyer’s journey at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 13 Feb
Should You Gate Your Best Blog Content?
Gated blog content is a tried-and-true way to collect email addresses for your marketing campaigns. But gating all of your best content isn’t necessarily always the best move, either. You should decide on a case-by-case basis if a given piece of content should be gated.
There’s More Than One Way to Slice it
There are multiple factors that determine whether a piece of gated blog content will meet the goals you have for it. Or if it will just sit there, totally untouched.
Gating your content can lead your marketing strategy to either skyrocket or nosedive. And it almost entirely depends on choosing the right content to gate. And what information you require as the key to that gate. Here’s your guide to deciding whether or not you should gate your best blog content at Jeff Bullas’ Blog.
- 12 Feb
What’s The Best Time to Send Email Campaigns?
Timing isn’t everything in email campaigns. But it’s a huge thing. After all, there’s no use in spending hours on a perfect campaign your subscribers won’t open. So, it’s imperative to get timing as right as possible.
The Make Or Break Factor
Undeniably, having a high ROI is critical for proving the success of your email marketing campaign. But, while the quality of content and a myriad of other factors contribute to a good email campaign, there’s one factor that makes or breaks it. And that one factor is the time you send your email.
For instance, Wordstream found that sending email campaigns before 10:30 on Thursdays yields 25% CTR. However, when sent Tuesdays at the same time, it earns a 5% CTR. Surprised? Well, there’s more and to learn all of the best times to send email campaigns, read the full article at the HubSpot Blog.
- 11 Feb
2019 Email Benchmarks Study: What Works Now
rom Marketing Charts
Today there is a growing sentiment among marketers that email effectiveness is on a downward slope. But, nothing could be further from the truth. The fact is that the channel remains a digital workhorse.
But that doesn’t mean that it is an easy space to win. More and more brands are battling for attention in the inbox. Most are doing this with an increasing focus on increasing engagement. And that makes its worth taking a look a new email benchmarks from 2019 offered in a new report from Campaign Monitor.
One glaring point of the study is that the average email open rate in the US, across all industries, was 17%. This comes from Campaign Monitor’s analysis of more than 30 billion emails sent globally by its customers. To see all of the data, some probing insights and to see the original report, read the full article at MarketingCharts.com.
- 04 Feb
Five Steps to Building Trust With Thought Leadership
According to current data, about 50% of B2B marketers believe thought leadership builds trust in their organization. However, among actual buyers, that number is much higher. That is around a whopping 83%.
Thought Leadership = Trusted Resource
And that represents a huge disconnect. This disconnect is preventing B2B marketers from using thought-leadership content to it’s fullest value – in their quest to become a trusted resource for their customers. And marketers and business leaders alike need to understand that establishing a thought-leadership program drives value and builds trust. And not doing so risks falling behind or damaging their brand’s credibility in the industry.
Are you in the same boat? Here are five easy-to-follow steps for kicking off (or elevating) your brand’s thought-leadership program at MarketingProfs.com
- 03 Feb
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere?
from Marketing Charts
The B2B e-commerce market is set to account for at least one-eighth of global B2B sales next year. That will make it a huge business opportunity.
Risk VS Reward
But on the flip side, an Accenture Interactive survey [pdf] of more than 700 global buyers illustrates a significant risk. It seems that some 44% of B2B buyers say they have switched sellers in the past 12 months.
So, what are the reasons behind this and what can sellers do differently? To find out, what some key reasons are, read the full article at MarketingCharts.com.
- 27 Jan
3 Ways to Make B2B Content Marketing More Engaging
by Leah Wynalek
When it comes content, even with complex topics, your content is most effective when it’s simple to understand. Whether a website, a blog post, white papers, your content must deliver a clear, valuable message. And it must do so in an engaging way for potential buyers to pay attention.
“Momma Always Said, Simple is as Simple Does”
Recently at Content Marketing World 2019, a number of B2B marketers led sessions about how to craft more compelling brand stories and thought leadership content. And all of the speakers at that event stressed the need to simplify your message. Storytelling need not be complex. The simpler, the better was their mantra.
The Bottom line: Buyers are people. They don’t want to be bored, and they shouldn’t have to analyze your content to grasp its business value. To learn 3 ways to accomplish this, read the full article on the Publishing Executive blog
- 20 Jan
More B2B Marketers Say Successful Content Generates Sales
rom Marketing Charts
Almost two-thirds of B2B marketers believe that content marketing is an effective tactic for the top of the funnel. And yet it also is proving to be useful for activities further down the funnel. Indeed, it’s the bottom-of-the-funnel goals that are growing the most for B2B marketers in North America this year. This, according to a recent report from the Content Marketing Institute (CMI) and MarketingProfs.com.
Bottom of Funnel is Benefiting from Content as Well
The survey of more than 650 B2B marketers in North America reveals that more respondents achieved top-of-the-funnel goals such as creating brand awareness and generating demand or leads. However, the biggest improvement was with goals residing towards the bottom of the funnel.
To see more of the data, for additional insights into the report and to download a copy of the original report, read the full article at MarketingCharts.com
- 13 Jan
The 16 Best Marketing Strategies to Try in 2020
by Lisa Smith
Well, 2020 is here. And, so far, it doesn’t look a whole lot different than it did in December 2019. That’s why Lisa Smith, over at WordStream set out to ask dozens of digital marketers for their best marketing strategies of last year.
And Boy, Did They Deliver
They unloaded and gave us a huge list. But here is what we think are the 16 best marketing strategies you can take into 2020. So, to see what they are, read the full article at WordStream.com – The best marketing strategies to try in 2020
- 07 Jan
How to Create the Right Amount of the Right Type of Content
There is such a thing as too much content. And if you’re creating content for the sake of it (without a clear business need, strategy or to simply create something new), you’ve taken a wrong turn.
The Content Paradox: Not Enough or Too Much?
In today’s fast-paced, digital-first world, there is a glut of content available. And it’s a fine line between not having enough content and having too much content. On the one hand, you need enough content to satisfy various use cases. As an example, consider Forrester’s finding that a person on average consumes 11.4 pieces of content before buying.
On the other hand, having too much content creates challenges. When you have too much content, it becomes difficult to manage and volume can degrade the value of that content with both customers and your sales team. So where is the line between not enough and too much content? And how do you find the “just right” amount of content? Start with these six steps at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration may be required to read the article.
- 12 Dec
4 Ways to Target B2B Audiences on Social Media
by Ellie Buckle
For B2C brands, social media is a great place to engage with your existing audience. And, for most, its also a great place to target new potential customers to grow your business.
But, Can Social Media Work for B2B?
For some B2B businesses, on the other hand, social media audience targeting can be a challenge. It can be tricky to know how or where to find your audience on social media. Now, it may seem logical to start with customer personas. But, that’s just the beginning. How do you actually target your key customer segments? How do those personas change on social media platforms? How do you know you’re targeting the right potential customers?
Well, fear not. here is a list of four quick ways to target your B2B audiences on social media today. To learn them all, read the full article at WordStream.com
- 10 Dec
Online Video Consumption Continues to Rise Globally
from Marketing Charts
What is the reason that video marketing has gained so much momentum? Here is your answer. Online video consumption growth is expanding at a terrific pace. And it shows no sign of slowing down in the next few years.
Marketers are Simply Following Their Market Momentum
The recent global forecast estimates from Zenith Media is that the average person will watch 84 minutes of online video this year. This is up from an estimated average of 67 minutes spent per day in 2018. This rate of growth is not unusual. Zenith reported that between 2013 and 2018 online video viewing grew at an average rate of 32% per year.
The insights from this study clearly support some of the more recent findings
- The growth of mobile video advertising is expected to be more than 3 times larger than non-mobile video advertising in 4 years time.
- On the B2B front, shorter videos are best. B2B online videos less than one minute in length had a completion rate of 68% last year, compared to the 25% completion rate of videos which were more than 20 minutes long.
- More than half (56%) of US consumers prefer video ads which are relevant to the videos they are watching as opposed to ads that are relevant to their browsing behavior or their mindset.
To see more of the data, insights and to access the full report, read the full article at MarketingCharts.com
- 06 Dec
Seven Tips for Building a Video Marketing Campaign
Video is getting hotter by the day. It can even be said that it is becoming the most popular of mediums for content marketing, and marketing in general.
But Why Is That?
For one reason, video is the one content medium that is effective at every stage of the buyer journey. That makes it one of the most power full forms of content you can have. And it has been a driver for the increasing use of video in both B2C and B2B marketing campaigns.
And with that popularity there are a multitude of ways you can start. And if you’re considering using video, there are seven tips to help you build a solid video marketing campaign at MarketingProfs.com
NOTE: A Free MarketingProfs Registration may be required to read the full article.
- 19 Nov
Banish The Boring: Use B2B Video to Entertain, Educate & Engage
by Aljaz Fajmut
When we think of some of the B2B videos we have seen, we probably think to ourselves – BORING. Well, B2B videos don’t have to be boring anymore. No longer is it necessary for our customers to suffer thought a monologue of charts, facts and figures.
For B2B video marketing success today, those videos need to follow the Rule of the 3-E’s. They now need to entertain, educate and engage.
That Means It’s Time to Get Creative
We can no longer escape the fact that video is not a trend. It’s not a fad. In fact, it’s everywhere. And it has proven, time and again, to be a great way of connecting with clients, building leads and clinching sales. But, how relevant is it to the B2B sphere? Well, 73% of B2B marketers have already said that video positively affects their marketing ROI.
Today, there’s no reason why your next B2B video marketing campaign can’t hit a home run. And according to Aljaz Fajmut,as long as you use video to be entertaining, educational and informative, there is no reason to be boring. And to learn 7 of the best B2B video marketing techniques so that your own ROI grows and grows this year he shars, read the full article on Jeff Bullas’s Blog.
- 18 Nov
Good Storytelling Starts With Your Value Proposition
As a consultant, I often see companies forgetting to tell the story about the value their products hold for the customer. In most cases, that is because companies are so close to their products. As a result, they assume the benefits are apparent to everyone.
This is Where Good Storytelling Comes In
And this is a good example of what good storytelling represents. With the markets changing at such a rapid pace, it can all be overwhelming. Understanding the shifting demands of buyers, and the market are hard.
But, one thing is constant. A good story always works and a good story always starts with the value your products brings to your customers. And that means that all of your content needs to demonstrate as well as explain your products values to the customer. But not as a focal point of your product, rather from a customer-view perspective.
To understand this all more clearly and learn how this can be applied to your business, read the full article on Heinz Marketing’s Blog.