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New Strategies for Reaching Decision Makers with Your B2B Blog

By now, everyone knows you need a blog for your B2B brand. However, keeping up with a blog takes a lot of time and marketers don’t always see the results they want from their content. Desired results typically include generating new leads and converting leads into a client, as well as giving your website better visibility.

Chances are though, if you’re reading this post, you’re not seeing the results from your blog that you’re hoping for. This is a common content marketing pain point, especially in the B2B world. And if the market is so saturated with good content, how do you make your content stand out? And, more importantly, how do you make sure your content gets in front of the right people?

Due to the pressure of delivering a blog that actually converts readers into leads and leads into sales, you may be considering getting rid of your blog together. But, before you decide to give up on your hard-earned content, consider these ways you can reach the real decision makers through your blog.

Take Buyer Personas Seriously

The first thing you need to do, if you haven’t already, is create definitive buyer personas for the decision makers at the types of companies you want to get your content in front of. We like this template from HubSpot. You should be sure to include the following persona components and more:

  • Job titles
  • Company size
  • Skillsets
  • Professional background
  • Industry knowledge as it pertains to your brand
  • Years of experience in your industry
  • Age range
  • Budget
  • Career goals
  • Challenges they face in your industry
  • Pain points they encounter when trying to perform their goals
  • How your brand solves pain points
  • An elevator pitch about your brand that would appeal to decision makers
  • Where they can find your brand (search, case studies, blog, etc.)

It’s likely there are different types of decision makers that you’re trying to reach, so be sure to create a buyer persona for each job title, industry segment, etc. We find it’s helpful to name each persona, and, keep in mind the different personas you are creating content for and to make sure to spread the content out evenly that caters to those specific people.

Cater Your Content Topics

Once you create your buyer personas, it’s time to plan content accordingly.

Next time you fill in your content calendar, consider the topics that actually appeal to decision makers. It’s possible that “101” type basic content might get a lot of views, but it won’t get the right views. If you’re a decision maker at a top brand, you almost certainly have a solid understanding of the niche your brand falls into. How can you take your content to the appropriate level to meet these buyers where they’re at?

One way to plan the most relevant content is to meet with your client-facing coworkers. Ask them to come up with common questions that clients have or pain points that they notice. Turn these questions into post ideas, or even use the question for the post title. It’s a great way to grab attention and resonate with the decision makers.

Move Your Readers Through the Buyer’s Journey

Just like you need to create content for different personas, you also need to create content for different stages of the buyer’s journey. The established (but useful) stages in order of how a buyer moves through them are awareness, consideration and decision making.

Be sure to move your buyer personas through the sales funnel from awareness to making a purchase decision by linking up your content with the right resources. For example, if you are creating a blog post to generate brand awareness, you want to link your post with content that takes the reader to the next step, consideration. In the consideration phase, it’s likely the reader wants to learn more about how your brand can solve pain points so links to a landing page and/or case studies would move them to the next step. Another example, if you’re creating a post that caters to buyers in the consideration phase, you want to link to resources that guides them through the purchase decision page like how to get in touch with your brand or examples of work you’ve done in the past.

Say you’ve created 3 buyer personas and you want to move each one through the buyer’s journey. That means you have 9 different posts to create to cover the full spectrum of your buyer personas and your buyer’s journey. Say you’ve named your personas Alice, Peter and Bob. Your upcoming post targets should look like this, with 3 posts per persona:

Alice: Awareness, Consideration, Decision Making

Peter: Awareness, Consideration, Decision Making

Bob: Awareness, Consideration, Decision Making

Feel free to mix them up, but be sure to create an equal amount of blog posts that speak to each of these personas in each of their phases. It’s helpful to create a content calendar where you can keep track of the posts geared toward your target personas and stages.

Optimize Your Email Program

If someone within a brand has reached the decision-making phase of their career, they are almost certainly a high-ranking employee in the company, knowledgeable about the industry, and don’t have a lot of time on their hands. Therefore, they aren’t doing a lot of research about or keeping up with a scattered variety of blogs. This means you need to get your blog in front of them and accessible when they have time. You can do this through emailing a weekly digest of your blog content. Use your most valuable post titles in the subject line, and consider segmenting your emails either by industry or buyer personas.

Because we believe in content digests so passionately here at FeedOtter, our product is an easy-to-use content marketing tool that automates content digest emails and integrates with tools like Marketo, Pardot and more so that you can drip content to all of your leads and clients. It only takes 5 minutes!

Use LinkedIn

There are a few ways you can use LinkedIn to get in front of your target audience. Let’s explore a few:

  • Message your contacts: You can message up to 50 of your contacts at a time. We recommend using this feature wisely and limiting the messages you send out to once a quarter, so be sure to lead with your strongest content. Research shows that people open LinkedIn Mail 85% more often than regular email. So, while you could export your LinkedIn contacts and email them directly, we don’t recommend doing it that way.
  • Updates: You should share your content on both your personal LinkedIn profile and on your company page. Be sure to leverage hashtags and catchy taglines. We recommend you update your profile and company page once per post. When decision makers are considering your brand, they might vet your LinkedIn profile so you need to establish thought leadership.
  • Ads: LinkedIn Ads allow you to get really specific when it comes to the types of companies and job titles that you are trying to get in front of. We recommend not just putting an ad up about your company; you need to lead with thought leadership resources, like your best blog posts. This works with any budget and you can pay per click to be sure the right people are reading your posts.

Align with Sales

Be sure that your sales team knows everything about the awesome blog content that you produce. If your sales rep is talking to a lead, that lead is in the consideration or decision stage of their buyer’s journey. Equip your sales team with content that appeals to the different stages and industries, and sales can leverage your thought leadership content to establish brand credibility and close deals.

While brand awareness content is part of the buyer’s journey (and thus part of your blog), know that if sales is talking to a lead, they have obviously moved passed the awareness phase, so you shouldn’t need to share that type of content with your sales team.

You might want to consider an internal library that you update with your new content. This way you can slice and dice it up to sales by categorizing your content by buyer persona and buyer’s journey.

If you want to take it a step further, you can pre-write social media posts for your sales team to share on their own social channels every week. Any bit of word-of-mouth recommendations you can get that point to your content is extremely helpful.

Re-Think Your CTA

The usual CTA (call to action) at the end of a blog post functions for readers to ask pertinent questions or share personal insights in the comments below. But, are people really commenting? If you feel like you’re doing everything it takes to reach the decision makers, but you’re still only reaching mid-level or entry level readers, invite them to share your post with their boss or co-workers.

Conclusion

The key things to consider when creating a blog targeted towards decision makers is to make certain you’re utilizing and integrating your individual buyer personas and buyer journeys. Leveraging email and LinkedIn can be really powerful, and don’t forget to have your co-workers share your awesome content. Give these strategies a try before you decide to give up on or put less time in your blog.

Are you ready to get your blog in front of the right people? Try our curated newsletter feature to stay on the top of mind for your target consumers.

 

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3 Innovative Ways B2B Content Marketers Nailed It

These days, content is as varied, creative, and effective as ever before…which means it’s even more challenging to stand out in the crowd. In the B2B industry, competition is fierce. There are countless ways to use engaging content to drive your business, but which methods will work best for you?

We have picked out a few particularly impressive examples in the hopes that you’ll find a method that resonates with you and your brand. Let’s take a look.

Customer is King

Obviously, your customers (past, present, and potential) are incredibly important to you. So, why not sing their praises to the world? Drift, a conversational marketing service, has elevated customer appreciation into brilliant content marketing, and everybody wins. Here’s how.

First, they feature success stories with their customers on their blog. They talk about how great the company is, and how they were able to help them achieve such amazing success. This shares social proof with potential customers who are in the consideration phase, and assures them they’re on the right track.

There are plenty of examples of customer testimonials, and the reader gets a comprehensive rundown on how the services work, but in an easy to understand, conversational way. Next, the sharing starts, and both companies link back to the other, exponentially raising the share radius and providing some tasty SEO juice in the process.

Drift’s blog is also full of informational content, and the writing is funny and quirky enough to make all of it easy to read. So, you have a great company that clearly loves its customers, happy customers who are willing to testify how great Drift is while enjoying tons of brand exposure, and potential clients who are reassured they’re onto something good. Like we said, everybody wins.

Educate and Sell

There are so many different marketing experts and industry rock stars out there, and they all have great insight and advice to share. Likewise, there are countless new entrepreneurs and startups that need some guidance. Problem is, you have to search and filter through an enormous amount of unorganized and vague posts before you happen upon some relevant industry content, and then hope that it’s well written and pertains to your pain points.

Enter First Round, a thoughtfully curated collection of digital magazines that cover a variety of industries and let the experts do the talking. You need to find and digest this content quickly and efficiently, and come away with actionable tactics you can consider and employ right away. That’s a stated goal of First Round, along with providing entertaining and engaging content that the experts themselves offer. This is a prime example of how strictly offering education and insight is both impactful and beneficial for everyone involved.

Time is Money

Here at FeedOtter, we are all about content marketing solutions, specifically, automating content digest emails so of course we need to include an example from our own experience!

Trimble had a problem. They are an international company that offers unique positioning products, innovative hardware and software , and complex informational solutions to massive companies on several continents. They had a tremendous amount of helpful content to push out to current and potential clients, and had counted on emails and newsletters to do so.

Problem was, all of this needed to be integrated and organized to be sent in a timely and efficient manner. Oh yeah, and in five different languages. Newsletters were taking all day to curate and compose, and they were trying to write unique code and design entire systems to do so. Yes, email campaigns work, but the effort spent in formatting and translating them was costing a lot of time and money.

Enter FeedOtter, a content management service that was able to provide Trimble with newsletter templates, integration with scheduled automated email services, and translation services right away. Within two years, Trimble’s website traffic from subscribers doubled, monthly conversions increased by 150%, and the creative team was able to focus more on the quality of the newsletters.

The takeaway? Hire the right experts to do what they excel at, and utilize your team to keep the quality up where it should be. If it works for a huge company like Trimble, it can work for you, too.

Do you have any examples of brands who rock at content marketing? We’d love to chat with you about it in the comments below!

 

 

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10 Content Marketing Metrics You Should Know

If you’re reading this post, then you probably already know that content marketing is a crucial strategy for your brand. However, having clearly defined targets and awesome content isn’t enough. Having a plan to analyze your content promotion and track it from ideation to fruition is critical, so you’ll be able to build off of what’s working and refine your strategy.

In fact, a recent study found that 89% of marketers want to prioritize finding ways to measure their content marketing efforts. Are you one of them? If you want to be, we’ll show you how to start.

This post will explore the different metrics that are crucial in determining which parts of your content marketing strategy are worth the work you put into it. It will also help you find the easiest ways to identify and track these metrics.

Traffic

What it is: Traffic simply refers to the number of visitors to your site through links and searches. It’s important to note and record which pieces of content are generating the most traffic so that you can refine your strategy accordingly.

How to measure: Utilize your Google analytics to see if your website traffic is increasing or decreasing and measure it on a monthly basis.

Bounce Rate

What it is: While traffic is important, it’s moot if visitors aren’t spending enough time on your site. Bounce rate refers to the number of people who spend less than 15 seconds on your site. It’s not benefitting your brand if you’re bringing in a lot of traffic, yet those visitors don’t spend time on your site.

If your bounce rate is high, you need to examine the quality of the pages they are viewing and quickly leaving, and develop more engaging content and stronger CTA’s (calls to action).

How to measure: Google Analytics will tell you what your bounce rate is, and which pages your site visitors are landing on.

SEO Ranking

What it is: SEO ranking refers to how high your site ranks on Google or other search engines for ideal keywords. Most people don’t go past page 2 when they are searching for a keyword, so it’s critical that your content marketing plan includes an ongoing strategy to continuously rank higher.

How to measure: Open a new “incognito” window and search for keywords. Make note of where your site shows up in search results for your keywords. Do this once a month to see the progression of your site and it’s ranking. Take advantage of tools like Ahrefs to take note of your best key phrases, and don’t forget to check what your competitors are using, also.

Lead Generation

What it is: Lead generation is the process of gathering qualified leads for your brand, so that you can nurture them and hopefully turn them into clients. This is done through a lead capture which gates your best content, an option to sign up for a trial or a demo, or a CTA on your site that lets the lead indicate their desire to know more about your brand.

How to measure: You can look at leads generated in either your Google Analytics dashboard or your marketing automation software. You’ll likely want to both note how many leads you generate per month and how many leads are generated from your different strategies.

Conversion

What it is: A conversion means that a lead took an action beyond just being interested. This action is usually referred to when a lead becomes a consumer. This is the ultimate goal of content marketing and should be tracked closely!

How to measure: As long as you have the proper tools set up, you can track conversions through your marketing automation platform or Salesforce. You will also be able to report on where that lead originated, so that you know which types of content and strategies are bringing in the most sales.

Social Following

What it is: Social following is simply the number of followers you have on any given social channel. When people take it upon themselves to follow you on social, they are self-identifying as having an interest and affinity for your brand. Social is a great way to share your content, so the more followers the better.

How to measure: Every month when you are putting together your content marketing reports, record how many followers you have on each of your social channels and calculate the percentage your followers went up or down. This will help you share and build a successful social strategy.

Content Engagement

What it is: Engagement refers to the number of people interacting with your content. This can be done in the form of comments, likes or shares. This is a key metric to indicate whether or people like your content and find it valuable.

How to measure: Every time you publish a piece of content, even something as small as a tweet, measure the engagement with that piece of content after it’s been live for 30 days. This amount of time gives you enough time to let the content flourish and be shared throughout the internet before you measure it.

Inbound Links

What it is: Inbound likes are pieces of content that link back to your site or a piece of your content. These links improve your SEO and bring new visitors to your site.

How to measure: Monitor your Google Analytics so that you know when there are new sites linking back to you. You can see how many visitors come to your site through these links, so be sure to check in on your analytics frequently.

Subscribers

What it is: Subscribers (as it relates to your content marketing goals) refers to the amount of people who subscribe to get a weekly or monthly digest of your content. If someone takes it upon themselves to subscribe, it shows an affinity and trust for your brand’s content.

How to measure: Every month, check your marketing automation platform and see how many subscribers you gained that month. It’s important to note where these subscribers were derived from, so that you can scale your efforts accordingly.

Email Conversion Rate

What it is: This metric refers to the amount of people who receive your marketing email or newsletter and click to read a piece of your content or visit your site.

How to measure: You can view both the open rate and the click through rate on your marketing automation platform or MailChimp. It’s important to keep note of how your emails are performing so that you can mimic your most successful emails in the future.

Are there content marketing metrics that you track that we’ve not listed? We’d love to hear from you in the comments below!

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You’ve Created Great Content. Now What?

If you’re like most marketers, you feel like you’ve been creating engaging content all along, but it just doesn’t get as many views as you need it to. You’ve put a lot of work into creating content and you know that readers would love it…if you could just get them to read it. Sound familiar?

Many experts say that content marketing should follow the 80/20 rule. 80% of your time should be promoting your content and 20% of your time should be creating content. It’s a better use of your time to make sure your great content gets seen before you continue on towards creating another piece of content.

This post outlines 8 things you can do after you create your awesome content so that your target consumers actually see it.

Utilize your Site

Your site should get a lot of traffic, even if those visitors aren’t initially checking out your content. Creating pop-ups that recommend your newest content when visitors arrive are an effective way to get more content views. You also can put relevant images and content blocks in your sidebar that direct people on your site to your content.

Create a Dynamic Email Strategy

Hopefully by now, you’ve created an email list of leads. Thought leadership content that you produce like blog posts, eBooks and white papers are the perfect items to email out to your leads to keep them engaged and privy to your content. To save time, you may want to consider a tool like FeedOtter to automate and curate a weekly or monthly digest of the content your produce.

For content that is gated by a lead capture form, you may want to go above and beyond with your email strategy and purchase an eblast or a spot in a thought leadership newsletter. The money you might have to spend on this is well worth the new leads that you will generate.

Enlist Your Coworkers

Your coworkers can be an incredible untapped resource for sharing your brand’s content.

One research report found that content shared by a brand’s employees has 561% more engagement than content shared by a brand’s own channels. That number is too big to ignore.

Here are a few ways to encourage your coworkers to share your content:

  • Create a weekly email digest containing your brand’s latest content
  • Write some social messages that they can cut and paste
  • Utilize a communication platform like Slack
  • Gamify the process by offering incentives

Hit Social Hard

Share everything you produce on all of your own social channels and keep experimenting with relevant hashtags. Hashtagify can help you see how popular any particular hashtag is, and can help you be equipped to use hashtags that will actually be seen.

Paid social ads for your best pieces of content are a great idea as well, because you can work with anything from a tiny budget to a big budget while targeting ideal consumers.

When it comes to Twitter, schedule tweets out on a tool like HootSuite and share your post at least 5 times within the first week after publishing. Use different hashtags (2 per post) every time you compose a tweet.

Get on the Radar of Big Brands

If you can get your content on the radar of brands who have a lot of followers, they will often share your content with their own audience, which maximizes the visibility of your content without expensive paid promotions.

One way to do this is to link to their site, or a resource they produced, in the body of your content. Then, when you share your content on social, tag them in your posts so that they notice it.

You can even go as far as to email them and send them the link to your content and ask them to share it.

Along those lines, you can also reach out to big publications and ask if you can write a guest post for them. If you do it right, you can now house your incredible content on their site and benefit from their traffic. What a great way to maximize your visibility!

Utilize Influencers

There are a couple ways to utilize influencers to increase content visibility.

One way is to extract relevant quotes from their posts and use them in your content, and then cite these influencers in your post. They are usually as eager to promote any complementary content that includes their quotes.

Another way to work with influencers for your content is to email them specific questions that you might want them to weigh in on, and then link to their social accounts or blog when you insert their input.

Just like working with brands as we cited above, be sure to generously tag the influencers on social media and email them and ask them to share your content with their own followers.

Make it Sharable

There are a few ways to make your content easily shareable, which can increase your chances of readers sharing your content.

The most obvious way is to have social share buttons on your content. Make these social share buttons easily viewed on the sidebar and/or the bottom of your content. Also, make sure they’re optimized so that when your readers click on them, the posts are accurately representing your content.

Another way is to insert Click to Tweet phrases within the content so that your readers only have to click on the link and instantly share the tweet you’ve composed within your content. Take some time to decide which of your sentences sums up your content concisely and accurately.

Also, it never hurts to include your best content to your email blasts, and ask them to share your content on their own social media channels if they like it.

Tap into Content Sharing Communities

There are plenty of communities out there (that have already built a strong online presence) that you can submit your content to. These communities are a great way to connect with like-minded readers. Some ones to consider are LinkedIn Groups, Triberr and Growth Hackers. These communities also offer optimal networking opportunities with like-minded professionals.

Do you have any strategies that you use to promote your content? We’d love to hear from you in the comments below!

 

 

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B2B Content Marketing Strategies That Increase Lead Generation and Conversion

Content marketing is shown to be three times more successful than traditional marketing strategies and can even cost less than doing things the old fashioned way. Knowing this, content marketing can be extremely beneficial for your business when done correctly.

Let’s examine 5 ways you can leverage content marketing to generate more leads and convert those leads into clients.

Gate Your Best Content with a Lead Capture Form

When you create content that is more dynamic and comprehensive than an average blog post (such as an eBook or a white paper), make sure to gate it with a lead capture form. This will help grow your leads exponentially right away. Downloading your content immediately self-identifies these leads as having an affinity for your brand.

When you create a lead capture form, keep it short and sweet. You want to have a balance of getting all the information you need, while only having a few fields to fill in.  If you ask for too much information, the lead may give up in frustration. Key fields include:

  • First and last name
  • Email address
  • Company name
  • Role at company

Send Leads Content Not a Sales Pitch

It’s likely that you have an email marketing campaign all queued up. But, you might want to take a moment to examine your campaigns and make sure that you’re sending your leads thought leadership content as opposed to a sales pitch about your brand.

Of course, you want to present them with a sales pitch eventually, but you want to “warm them up” with resources they will actually find useful. This positions your brand as a trusted source of information and will make the lead more receptive to your sales pitch when it comes time. A good rule of thumb is to drip your leads with 5 emails before sending them an email about your brand and then asking them if they would like a demo or phone call to learn more.

Create a Dynamic Content Strategy

There are many forms of content to leverage that positions your brand as a thought leader. A balance between a stream of blog posts and more thorough pieces of content like eBooks is crucial. This means that multiple channels will be bringing new leads to the table. A sample editorial calendar to use as a springboard may look like:

  • 1 blog post per week
  • 1 eBook per month
  • 1 white paper per quarter
  • 1 infographic per quarter

This balance and steady stream of valuable content will help generate new leads and nurture current leads. You may want to consider a weekly round-up of your brand’s content, and the FeedOtter tool is a great way to streamline this process.

Learn Your Consumer’s Journey

Sit down with a hot cup of tea and draw out on a piece of paper the stages that consumers go through that lead them to your brand, while noting specific pain points they may encounter or different questions they may have. Seeing these stages on paper will help you create the right content that will appeal to those target consumers and help you line up your email drip campaigns.

Case studies are key pieces of content, but need to be strategically dripped. Knowing where your leads are in the buying process is crucial to understanding when and how you should distribute case studies. Theoretically, the lead should be dripped thought leadership resources like blogs and eBooks to establish brand trust. Once that trust has been established, case studies are key to converting that lead into a consumer.

Embrace User Generated Content

Consumers don’t want to hear from a brand itself. Rather, they are more likely to trust the recommendations of their peers. This is where user generated content (UGC) comes in. Content created by consumers and/or influencers is ideal content to promote and share with your current leads and potential leads. Here are some areas where you might want to use UGC:

  • Social media (paid and organic)
  • Weekly or monthly newsletter
  • Blog posts

To earn more UGC, you may want to offer incentives in the form of discounts from your brand or gift cards. Sometimes, clients need a reason to produce content about their experience with your brand, and it’s so worth it!

Additionally, it’s wise to seek out influencers who have an affinity for your brand and explore how you can work together to have them produce UGC in the form of a product review. This earned media adds an extra layer of authenticity surrounding your brand and can generate a lot of new interest. If this type of content is put in front of current leads, it may get them to the finish line and convince them to convert into a client.

Have you tried any content marketing strategies to generate or nurture leads that you want to share? We’d love to hear from you in the comments below!

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What New Research Tells Us About Content Marketing

In the fast-paced and dynamic world of digital marketing, it’s hard to keep up with all the trends and changes. And, to get more specific, the ways successful marketers are using various forms of content to optimize their message are advancing at a fast and furious rate. To get the full benefit of any analysis of content marketing, it’s got to be current. Like, yesterday current. So, here’s a roundup of the latest research regarding how effective content marketing can be for you today.

Crunching Numbers

Nothing gives you more data to digest than a good old-fashioned research report. The Content Marketing Institute, one of the industry leaders, just released their massive 2018 research report, and there’s a lot of numbers to crunch. Let’s look at a few of the most telling numbers and what they mean for the future of content marketing.

“96% of the most successful content marketers agree that their organizations have built credibility and trust with their audience.” This speaks the very essence of why content is effective. It’s not quick or easy, but by providing educational and informative content to relevant audiences on a consistent basis, you establish yourself as a thought leader. This equals trust and confidence which can’t be bought or installed, yet trust and confidence are what every marketer dreams of getting from their audience.

“Nearly all of the most successful B2B content marketers (90%) prioritizes their audience’s informational needs over their sales/promotional message, compared to 56% of the least successful.” Following on the trust message from the first set of data, this is an important fact to keep in mind. Consumers and buyers are canny, and blatant outbound messaging that serves only to tout one’s own product is typically sniffed out and rejected. Stick with the content that helps and informs the reader.

And there is a crucial bit of data here, also: 81% of all respondents say that a well-documented content marketing strategy both “aligns team around common mission/goals” and “makes it easier to determine what types of content to develop”. This clearly shows that deliberate support from the top down can unify both your team and your strategies, and conscious documentation and analysis will always pay dividends.

What the Experts Are Saying

Next, we’ll jump into an interview done by MarTech with Randy Frisch of Uberflip, one of the world’s utmost expert on all things content marketing, and hear some of his theories on the future of the industry. There are a lot of eye-opening ideas and progressive thinking here, and we’ll highlight a few of them here:

Frisch puts emphasis on the content experience, rather than the marketing aspect, and highlights three core components of this experience.

  1. The environment in which we serve our content
  2. The structure in which we organize it
  3. The way we compel people to engage through elements like personalization

Frisch elaborates on this by reminding us that creating content is really just storytelling, and telling the right story to the right people is crucial: “Make sure the stories you tell speak to the items that people talk about when you’re not around.”  In other words, make sure the content can stand alone as an engaging and informative piece, and not necessarily as part of your brand.

He goes on to talk about how great content is discovered, emphasizing the importance of SEO-rich content and how voice-activated assistants will only give you the very top choice on any given search engine (which is an interesting topic on its own). But, as Frisch notes, “But once you’ve captured someone, then what? That’s the big question. Most of us are obsessed with the first click. But to me, true content discovery happens once you’re found.” In short, he’s saying that you have one chance to grab the reader once they get to your content, so it better be instantly engaging.

Finally, Frisch explains that the greatest future challenge is to personalize content for the target audience without invading their privacy. He explains, “After a year of marketers scrambling to become GDPR-compliant, there’s going to be an ongoing threat to our ability to personalize unless we find ways to show that we can be trusted to turn that data into a relevant experience.” He’s absolutely correct; privacy and having one’s personal data sold and exploited is a hot-button issue these days, so finding a balance between ever-evolving technology that can pinpoint the target consumer while respecting their privacy is essential.

And The Award Goes To…

We’ll wrap this up by recognizing a perennial marketing powerhouse. Marketing Dive issues awards to the top marketing movers and shakers every year, and the “Disruptor of the Year” award went to Burger King. Their quirky multi-pronged approach to connecting with elusive and savvy digital consumers is truly impressive. Through innovative apps that steer you towards the nearest Burger King (activated when you’re in close proximity to a McDonald’s), to tackling current issues like net neutrality with humorous and informative commercials, and fun interactive events like serving Whoppers with holes in them for National Donut Day, their marketing scheme utilizes the “hactervize” model and keeps their brand in conversations that are infinitely shareable. By keeping a sharp eye on sites like Reddit and Imgur, they were able to produce instantly relevant content and boost their sales far higher than the experts predicted. Staying current and nimble shows other content marketers how striking while the iron is hot is yet another way to stay ahead of the game.

What We Can Conclude

These are just a few examples of all the tasty bits of content marketing news out there. As this post shows, you can get different insights from case studies, interviews, and research reports…they all offer their own valuable lessons, so always read as many forms of marketing advice that you can find. Setting up Google Alerts for specific topics you need to stay on top of is an ideal way to get started, and discovering curated marketing websites and checking in on them often is another great way to stay updated and in-the-know. No matter how you choose to stay informed, you don’t want to miss anything important. You can bet the competition won’t.

Have you seen any good research on content marketing lately? We’d love to hear from you in the comments below!

 

 

 

 

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The Top 5 B2B Marketing Podcasts to Listen to in 2019

Look, we know how busy you are, so this will be quick. Just take a few seconds to think about how you stay current on the digital marketing trends that you need to stay on top of: keeping track of the constant changes in Google’s algorithms that affect your content marketing strategy, how often you go on Twitter to see what your favorite thought leaders are saying about new marketing strategies, all the time you spend perusing LinkedIn for marketing advice and reading the latest marketing blogs so that you stay relevant in your industry. Kind of overwhelming, right?

Digital marketing changes so rapidly that it’s almost a full-time job just to keep up with trends and develop modernized strategies. As we head into 2019, we here at FeedOtter want to help marketers find ways to stay constantly inspired and innovative so that you can “wow” your co-workers and target consumers.

So how do you stay relevant in the marketing industry and still have time to do actual work? Podcasts!

There are so many innovative podcasts that round up the greatest minds in the marketing industry and discuss the latest and greatest digital marketing strategies. And, if you’re good at multitasking, you can listen to podcasts while you answer your emails…hands-free learning!

Because we know you’re busy, we’ve compiled a list of the top 5 B2B marketing podcasts that marketers should listen to in order to keep up with the quickly evolving marketing world. We chose the podcasts based on creativity, their ability to convey new marketing trends, and their ability to interview marketing thought leaders and innovation. Check them out and let us know what you think on Twitter @Feed_Otter.

The Garyvee Audio Experience

Host Gary Vaynerchuk is a New York Times bestselling author and inspirational speaker, and works with several Fortune 100 brands. Needless to say, he knows his way around marketing, and his podcast focuses a lot on entrepreneurship, tech and media. Gary is extremely vibrant and entertaining, and his podcast is a great motivator for all marketers.

Website/iTunes

B2B Growth

As the title suggests, this podcast features B2B industry thought leaders, and is geared toward executives who want to increase growth. Each episode is only 15 minutes long, so the podcasts get straight to the point and listeners can quickly be inspired and elicit new ideas. We like this podcast because it offers tangible advice that can be executed immediately.

Website/iTunes

Marketing Milestones Podcast

This podcast focuses on up and coming B2B businesses and marketers, so it’s ideal for newer marketing teams at the start-up level. Focusing on interviewing thought leaders in the B2B marketing world, this podcast covers important topics like lead gen and email marketing. If you are new to marketing, this podcast is for you, and can be the equivalent to a college degree (if you listen to every episode).

Website/iTunes

The Marketing Book Podcast

We love this podcast because each week it covers a new book about marketing and summarizes the most effective information each book offers. Each episode interviews authors to talk about the book being featured, so you can soak up the gist of a book without having to read it! The best-selling authors featured on this podcast cover a nice balance of sales, digital marketing and B2B marketing.

Website/iTunes

Foundr Podcast

Hosted by Nathan Chan, Foundr Podcast is full of in-depth interviews with marketing and business thought leaders, such as Sir Richard Branson and Arianna Huffington. A lot of the episodes feature how marketers went from beginners to all-stars, so it’s a truly inspirational podcast for all levels of B2B digital marketing.

Website/iTunes

We know that it takes time to research to stay current in the B2B marketing world, so we hope this list of podcasts will get you thoroughly inspired and educated enough to have a powerful 2019 for your brand!

Do you have a favorite marketing podcast? We’d love to hear from you in the comments below!