30 Sep 2015
September 30, 2015

Should Your Internal Sales Team Be Your Next Persona?

September 30, 2015 0 Comment

Sales enablement content is the new buzzword these days – and for good reason. Organizations have typically lived in silos, with marketing and sales operating independently of each other. With the switch to a buyer-focused marketing approach, we’ve all learned quickly that if we don’t educate sales on what marketing is doing and provide them.. read more →

Last week, my colleague Matt McKenzie posted a blog that offered new insight into the growing importance of visual content for B2B buyers. Citing several industry studies — including the 2015 Content Preferences Survey, which we co-sponsored with our sister brand Demand Gen Report — he highlighted the following key stats: 91% of B2B buyers.. read more →

When it comes to content preferences, an overwhelming 91% of B2B buyers said they prefer more interactive/visual content that can be accessed on-demand, according to the 2015 Content Preferences Survey, which C4D co-sponsored with Demand Gen Report. And it’s not all that surprising, really — especially when you consider that 74% of respondents from the.. read more →

Strategic content marketers who want to get the most bang for their existing content buck are paying close attention to the value of content audits. Knowing what you’ve got in the content vault is the first step to identifying how to leverage the investments you’ve made in that content. If all you’ve done so far.. read more →

01 Sep 2015
September 1, 2015

5 Ways Content Marketers Benefit from Unique Research

September 1, 2015 0 Comment

According to Demand Gen Report’s (DGR) 2015 Content Preferences Survey, many marketers are missing the mark when it comes to engaging buyers. When asked what they would recommend to improve the quality of the content created/provided by B2B vendors, nearly three quarters (73%) of B2B buyers “strongly agreed” with the use of more research to.. read more →

It’s easy to understand the buzz around native advertising today. Combine the compelling performance data about native advertising with the list of major media companies feeding native ads and you have to be thinking, “We gotta do some of that.” Native advertising, however, is a slightly different Ad Men animal, especially when placed with B2B.. read more →

Like it or not, it’s here. We’re roughly 450 days away from the 2016 Presidential Election and a couple dozen campaigns are already up, moving, and fiercely unavoidable. Right now the 20-some candidates running for President and their respective campaigns are in the midst of a vital piece of the political process: Developing a Campaign.. read more →

Our colleagues at Demand Gen Report just wrapped up their 2015 Lead LifeCycle Series (#LLCSeries), which was a four day, 12-part webinar series that offered real-world insight into how progressive B2B companies are engaging prospects at each stage of the buyer’s journey. I was happy to be a speaker for one of the webinars in.. read more →

Customer contact is a sensitive issue for many B2B sales teams. That’s understandable; every interaction between a company’s representatives and its customers adds another variable to an already complex relationship. As with most things, however, there’s a balance to strike here. In too many cases, companies exhaust every possible option to understand the customer’s buying.. read more →

Business technology and financial services are known as the early adopters of lead nurturing and content marketing, but new research shows a new vertical is catching up—manufacturing. In a few weeks, Content4Demand and Demand Gen Report will release the results of a survey that shows 70% of manufacturing marketers are using or plan to soon.. read more →

For many busy marketing professionals, preparing a presentation – even one for an important audience – is just another task on a long list of things to do. To ensure that your time is well spent picking a topic, researching it, and then creating a well-crafted message, repurpose the presentation’s content to reach the largest.. read more →

American Pharoah captured our hearts with a long-awaited Triple Crown victory on June 6. This feat was widely lauded, having been achieved only 11 times prior. To achieve it, American Pharoah raced and won at The Kentucky Derby, The Preakness Stakes and the Belmont Stakes. While this esteemed prize is currently available only to three-year.. read more →

Our colleagues at Demand Gen Report (DGR)  just released the 5th Annual B2B Buyer’s Survey Report, which takes a deeper dive into how B2B buyers move through the buying journey. As always, this year’s results were packed with new insight into some of the trends that ultimately affect B2B buying decisions. One of the most.. read more →

Last week, the U.S. Census Bureau released a sobering statistic: The Millennial generation now totals 83.1 million and represent more than a quarter of the nation’s population. If that’s not enough to make you sit up and pay attention, consider this: Millennials officially outnumber Baby Boomers (who represent 75.4 million). Why do I find this.. read more →

Close to 100 million people are streaming video-on-demand and that number is growing. According to the International Business Times, “people subscribing to at least one streaming video on-demand service will pass 180 million by the end of this decade.” Netflix, responsible for over half of all current on-demand subscriptions, has more than led the way.. read more →

C4D Chief Content Officer Matt McKenzie and I have been presented with a unique opportunity: Teach a Content Marketing class as part of a Digital Marketing Course at BendPoly, which holds 6- to 8-week courses on in-demand skills for college undergrads, graduates and working professionals. Not only is the mission of BendPoly itself interesting, as.. read more →

Let’s face it: audits suck, especially the first time you do them. They’re tedious and time consuming. But if you don’t know what you’ve got, and how it aligns with your target buyer personas and buying journey, then you’re leaving money on the table. You don’t know where to target new content to fill gaps,.. read more →

David Letterman has signed off as host of the Late Show – we’ve officially said goodbye to one of television’s great innovators. Okay, so bits like Stupid Pet Tricks, Stupid Human Tricks and the Top 10 Lists weren’t exactly groundbreaking concepts. But they did differentiate Letterman from the competition. And, they resonated enough with viewers.. read more →

Your content can be expertly created, precisely targeted and amplified on every social media channel, but content alone won’t guide a prospect to the purchase-decision phase. Salespeople, it turns out, also are integral. So says SiriusDecisions, which two years ago released the oft-quoted research stat that B2B buyers progress through 67% of the buying journey.. read more →

15 May 2015
May 15, 2015

Put The “Link” In LinkedIn

May 15, 2015 0 Comment

You know the modern day cliche, “It’s not what you know, but who you know”? It may be an overused cliche, but it  has never been more true. Your network is everything, and what better place to garner relationships and turn them into MQLs, than every B2B marketer’s favorite network, LinkedIn? “LinkedIn is responsible for.. read more →

In a recent call about an upcoming seasonal nurture, our client commented that he was glad to see the lighter theme and tone because it seemed a good change following two prior, more serious nurtures. People will notice and be more receptive if we change things up, he said, which is entirely true! In fact.. read more →

Content marketing, as we all know,  is as crucial to a successful modern-day marketer as a telephone is to a sales person. A company may have great marketers and a library of decent content, but without a master plan in place, that content may never see the eyes of who really, truly cares — their.. read more →

Marketo recently wrapped up its 2015 Marketing Nation Summit in San Francisco, and two of the key themes were disruption and innovation. Marketo CEO Phil Fernandez shared with the more than 6,000 marketers in attendance that one of the elements of disruption was the need to “stop spending so much time talking and spend more.. read more →

With the increase in complexity of modern marketing practices combined with the addition of technology as a fundamental pillar of the field, marketers are enlisted with more responsibility than ever yet also are under more pressure to develop time-intensive, insightful models to guide their strategy. With this pressure in mind, it’s tempting–and often seen as.. read more →

02 Apr 2015
April 2, 2015

Mount Up! Become a B2B Social Success!

April 2, 2015 0 Comment

There will always be the speculators who will “downvote” anything out of the ordinary or just plain different — especially when it comes to business. Does your business leverage the ever-growing social networks we are so lucky to have at our fingertips? LinkedIn is currently at the throne of B2B social media networking, but that.. read more →

I came across an infographic this week that provides new insight into B2B content marketing trends. The infographic pulls together some key data recently uncovered in the 2015 Content Marketing Benchmarks, Budgets and Trends for North America report, which was released by MarketingProfs and Content Marketing Institute. In particular, these two stats strike a chord.. read more →

B2B buyers’ attention spans continue to shrink, and videos are growing in popularity as effective content pieces in nurture strategies. According to Demand Gen Report’s 2014 B2B Content Preferences Survey, sharing of video content among B2B buyers is up 15% year-on-year, which heartily amplifies the 58% of B2B buyers who said they viewed video content.. read more →

17 Mar 2015
March 17, 2015

Where’s Me Pot O’ Qualified Leads?

March 17, 2015 0 Comment

5 Things We Learned From Our Clients About Personas That Will Drive Better Leads If the pot at the end of your nurture is not overflowing with qualified leads this St. Paddy’s day, it’s possible that you need to take another look at your content strategy to ensure everything you’re doing and creating is focused.. read more →

07 Mar 2015
March 7, 2015

Are Your Personas In Need Of A Tune-Up?

March 7, 2015 0 Comment

If your answer is “yes,” it’s O.K. You’re not alone. According to the recently released 2015 Demand Gen Report benchmark study, a little more than a quarter (27%) of the respondents reported that their personas are well documented and aligned to their messaging. However, of the B2B marketers that have implemented personas in their content.. read more →

A new survey hit the street recently, looking at the state of B2B marketing automation strategy. The survey, conducted by Ascend2, confirms that marketing automation is now quite secure as a mainstream technology: Just 7% of firms have no plans to deploy a marketing automation platform (MAP), and 24% say they’re making “extensive use” of.. read more →

25 Feb 2015
February 25, 2015

Captain of the Hook: Using Stories to Connect

February 25, 2015 0 Comment

With over 90% of B2B marketers now leveraging content marketing, there is a lot of information out there, but much of it gets passed by without a thought. Not because it wasn’t ranked on Google or didn’t shoot out of every social cannon possible, but because it failed to hook its audience. Similar to Hollywood.. read more →

20 Feb 2015
February 20, 2015

#C2C15 Comes To A Close, Attracts Record Numbers

February 20, 2015 0 Comment

The 4th Annual B2B Content2Conversion Conference wrapped up on Feb. 18 and it was great to see how it has evolved over the past four years to meet the growing needs of the content marketing industry, while still providing an actionable path to success for all marketing professionals — regardless of their maturity. With over.. read more →

15 Feb 2015
February 15, 2015

You’re a 10, flaunt it! #C2C15

February 15, 2015 0 Comment

Bragging is usually an off-putting habit, but if you’re talking content marketing, then by all means, brag away. If you’re a 10, flaunt it!  Do you map your content to your buyer’s journey? Do you even have personas? Do you measure the results in order to continually optimize? These are the questions every B2B marketer.. read more →

10 Feb 2015
February 10, 2015

3 Creative Nuances That Can Make or Break Content

February 10, 2015 0 Comment

I’ll be one of three presenters during the workshop “Building a Buyer-Focused Content Strategy” at this year’s Content2Conversion conference. We’ll be taking personas, content audits, content mapping, content formats and content ideation. We’ll also review some of the subtleties of building a buyer-focused content strategy, including the importance of having a content-creation team with B2B.. read more →

02 Feb 2015
February 2, 2015

Content Connection Q&A: 4 Common #ContentGap Concerns

February 2, 2015 0 Comment

by Dana Harder, VP of Client Strategy Last week, Content4Demand sponsored a webinar with our colleagues at Demand Gen Report entitled “Connecting Buyer Personas To Content That Connects.” Not only did I have the privilege of moderating, I’m happy to report that it was a highly successful presentation that yielded a huge turnout of 500.. read more →

Want to win a free ticket to the “Happiest Place On Earth” (Content2Conversion 2015)? Content4Demand is proud to be a sponsor of the 4th annual Content2Conversion, and we have come up with a fun way to get you there. UPDATE 2/9/15 All winning individuals have been notified and have registered for the conference using their.. read more →

Each month 329 million people read blogs, according to NewsCred. Given that that’s only slightly more than the US population, one would assume that blogs are important, and they are. However, anyone can sit and write 25 blogs per week. Quantity might get you heard, but quality will keep them coming back for more. Engaging.. read more →

This February, I will be taking two trips of a very different sort. Of course, I’m attending the Content2Conversion Conference, Feb. 16-18, at the Hyatt Regency in Scottsdale, Ariz. I attended the first three years in New York City and have no intention of missing the inaugural year in the Southwest. The week prior, my.. read more →

12 Jan 2015
January 12, 2015

5 Key Benefits Of Content Repurposing

January 12, 2015 0 Comment

Providing buyers with quality content is part and parcel of B2B marketing, yet the process of creating content is often time-consuming and costly. One way to get more bang for your buck is by repurposing existing content into a variety of new formats and delivery channels. For instance, one white paper can generate at least.. read more →

By Andrew Gaffney, Creative Director There’s no shortage of articles heralding the benefits and potential payoffs of content marketing. The drumbeat has drowned out some of the realities of just how hard it is to create messaging that is compelling enough to connect with today’s discerning and time-starved buyers. Over the past three years at.. read more →

The ubiquitous phrase “content is king” certainly will ring true in the new year, as the recent B2B Content Preferences survey from Demand Gen Report uncovered that three-fourths of B2B marketers are using more content than they did a year ago. But, B2B buyers are searching beyond traditional standbys such as whitepapers and webinars, to.. read more →

If you’re like me, your holiday wish list doesn’t involve fur coats, yachts or a deed to a platinum mine. What I really want is to find new ways to better understand my buyers and create content that they will actually find value in reading. The thing is, we struggle with the same things our.. read more →

17 Dec 2014
December 17, 2014

5 Steps To Shaping A More Effective Messaging Strategy

December 17, 2014 0 Comment

Part of the formula for a successful B2B marketing strategy is having a library full of rich content. The other part – and perhaps the most important – is auditing that content on a regular basis to ensure the messaging is effectively aligning with prospective buyers. However, our C4D team is seeing a growing number.. read more →

As we head into 2015, we’re also heading into the heart of the predictions season. Rather than dusting off my crystal ball and throwing my own (probably wildly inaccurate) predictions onto the pile, I’d like to take a different tack with this post. Instead of predicting what might happen next year, I’m going to offer.. read more →

As much of the country is getting prepared to endure the chill of another long winter, we at Content4Demand have our minds set on warmer weather. That’s because Demand Gen Report will be hosting the 4th Annual B2B Content2Conversion Conference in sunny Scottsdale, Arizona, February 16-18, 2015. Aside from the appeal of a warmer climate,.. read more →

Content marketing is now ubiquitous in the B2B world. What’s not as universal — yet — is the ability to measure the impact of content and other B2B marketing tactics. That’s going to change during 2015. In fact, one of the biggest changes we expect to see will be a decisive shift towards tracking, measuring.. read more →

By Tonya Vinas More than 70% of B2B marketers who use lead nurturing said a better response rate is the biggest benefit, but two-thirds are challenged by developing content for buyer stage/interest—another contributing factor to response rate. These findings come from a survey of 239 marketers across multiple industries that probed for benchmark data on.. read more →

30 Jul 2014
July 30, 2014

5 Reasons Content Is Failing To Create Value

July 30, 2014 0 Comment

By Tonya Vinas The headline statistic of a recent Forrester report was that 85% of B2B marketers fail to connect content activity to business value. The report raises many questions, the most obvious of which is, Does content marketing work? Yes, it does, related research indicates. According to The 2014 B2B Buyer Behavior Survey by.. read more →

Demand Gen Report just released its 2014 Content Preferences Survey. In at least one area, the survey served up a very unsurprising insight: More B2B buyers than ever before are using mobile devices to view content. Over half of today’s buyers frequently use a smartphone for this purpose, and over 40% now view content on.. read more →

By Tonya Vinas You need to transform your content-marketing strategy from product-focused to buyer-focused, a common challenge. It would be great to have a TRANSFORM NOW button that would automatically update your company’s plans, processes and metrics, but even then, you’d likely fail. This was one of the messages from SiriusDecisions Chief Research Officer Tony.. read more →

At this week’s Content2Conversion event in New York, we got to hear from SiriusDecisions Research Director Matt Papertsian. We talk to Matt quite a bit here; he’s always a great source of knowledge and best practices around B2B content marketing. One of the most interesting points in Matt’s C2C presentation concerned the use of modular.. read more →

28 Mar 2014
March 28, 2014

4 Persona Pitfalls To Avoid

March 28, 2014 0 Comment

By Tonya Vinas Persona development is a crucial precursor to creating content that converts. No one has a perfect formula for every need—and there might never be one. But these four mistakes are common pitfalls that can undermine persona development.  1. Title Tunnel Vision We filter targeted buyers by titles early on. This is a good.. read more →

28 Feb 2014
February 28, 2014

Modular Content Strategy Results In A Richer Menu

February 28, 2014 0 Comment

By Tonya Vinas There’s been a lot of discussion about repurposing content of late. Rebecca Lieb’s analogy to using all of the parts of the leftover turkey is one of the best examples, highlighting how big pieces of content can feed campaigns with ingredients for blogs, infographics, videos, etc. While most marketers tend to think.. read more →

There’s been a lot of speculation lately that the End Is Near for content marketing as we know it. Call it what you want: a bubble, a backlash, a shock, or some term I can’t repeat here. But apparently, if you’re relying on content marketing, it’s time to start hoarding canned goods and boarding up.. read more →

15 Jan 2014
January 15, 2014

3 Rules For Writing Good Survey Questions

January 15, 2014 0 Comment

By Tonya Vinas, Senior Editor, Content4Demand Good surveys can produce great content, but surveys themselves are a type of content and so require the same attention to language and writing. Usually, a marketing team will believe something is true based on customer feedback and sales insight and want a survey to verify the knowledge and.. read more →

26 Dec 2013
December 26, 2013

The World’s Easiest Content Marketing Predictions

December 26, 2013 0 Comment

I spent a little time this week reading articles and blog posts that offered up content marketing predictions for 2014. Some of it was insightful, but a lot of this genre consists of experts spraying buzzwords in the hope that something they say will turn out to be right. Here’s a safer approach: a look.. read more →

11 Dec 2013
December 11, 2013

Surveys: Feast and Fodder For Your Content Pipeline

December 11, 2013 0 Comment

By Tonya Vinas, Senior Editor, Content4Demand When it comes to content creation, surveys have one of the highest ROIs in terms of what you get for resources deployed. Survey results not only provide new and unique knowledge that will differentiate your message, but they also can feed your content pipeline with a variety of compelling.. read more →

26 Nov 2013
November 26, 2013

How To Be Forward Thinking With Your Content

November 26, 2013 0 Comment

One of the biggest questions I hear content marketers asking themselves. How can I be different? How can my content stand out among all the other content out there? As usual, #CMWorld brought out a crowd that was full of great ideas which content marketers can use to boost their content effectiveness. read more →

By Kim Ann Zimmermann, Managing Editor When Kyle Lacy, now the Senior Manager of Global Content Marketing for ExactTarget, was selling air time at a radio station, he got this piece of advice: When you go into someone’s office, take a look around at the pictures on their walls. It will give you a clue.. read more →

09 Oct 2013
October 9, 2013

5 Steps to an Irresistible Content “Sandwich”

October 9, 2013 0 Comment

By Pawan Deshpande, Founder and CEO, Curata Many content marketers struggle to “feed the content beast” with a steady stream of useful, relevant information. Creating a tasty smorgasbord of content requires an understanding of your readers and a willingness to use available ingredients in creative ways. If created and curated content is like a main.. read more →

eMarketer predicts $118.4 billion will be spend on content marketing, video marketing, and social media this year. With 79% of B2B marketers already using content marketing to achieve brand awareness and goals, the prediction seems accurate. In addition, CMOs are siding with content marketing; they consider it to be the future of marketing. For this.. read more →

20 Sep 2013
September 20, 2013

Content Marketing Through The B2B Lens

September 20, 2013 0 Comment

The following is an excerpt of  blogs from Content World by Erin Estep of SiriusDecisions. Click on the links to see her full blogs of Day 1 and Day 2. There is no marketing without content, and most bad marketing is a result of bad content. Both are usually a result of a lack of.. read more →

It’s de rigeur today for B2B marketers to sing the praises of social media. That’s a safe move — it’s a lot easier to catch flak for using too little social media in your campaigns rather than using too much. But how many marketers can pin down the impact of social media using hard numbers? Here’s.. read more →

Marketers at B2B high-tech firms are, in my opinion, an interesting bellwether for the industry. This is a group that, for obvious reasons, embraces technology, and it operates in an environment where rapid innovation and very fierce competition are the norm. Tech-industry marketing VP Holger Schulze recently completed a survey of this group, recruiting over.. read more →

You’ve seen the statistics by now: 90% or more of all B2B marketers now use content to inform and engage with their prospects. That’s about as close to unanimity as you’re ever going to find regarding any marketing practice. What we’ve discovered at Content4Demand, however, is that many of these marketers still don’t focus on.. read more →

21 Jun 2013
June 21, 2013

3 Ways Good Content Gets Put To Bad Uses

June 21, 2013 0 Comment

Here at C4D we see some of the world’s best B2B marketing organizations do their thing with polished campaigns and outstanding content marketing strategies. But sometimes, we see folks make some pretty serious mistakes, too. I’ve got a couple of examples of common mistakes that we see a lot of companies make: 1. Dumping your.. read more →

There’s a fascinating article on Slate.com about how much — or how little — people typically read when they view online content. According to data traffic analysis firm Chartbeat shared with Slate, more than a third of the readers on a typical site won’t scroll down. A majority of visitors drop off during the first.. read more →

Here are some interesting results from a recent Forrester study of B2B lead origination tactics: There are several ways to slice this data. What interests me, however, is the fact that we’re still seeing growth across a pretty broad range of B2B marketing tactics. In fact, the only tactic that shows a net loss in.. read more →

An interesting blog post by Joe Pulizzi recently appeared on Business2Community. It summarizes some of the most important lessons he’s learned during a his career as a content marketer. My favorite might be this one:You don’t have to be on every platform to assemble a killer content marketing campaign. In many cases, it’s smart to.. read more →

B2B marketers talk a lot about content creation. A lot of that talk centers around how hard it is to get enough content; we throw around phrases like “feeding the beast” and point to surveys that consistently show how a lack of content is a major headache for marketers. At the SiriusDecisions Summit this morning,.. read more →

The results of our 2013 B2B Content Preferences Survey continue to offer up food for thought. There’s a comprehensive summary available at Demand Gen Report, but today I wanted to share some results that didn’t get as much attention when I wrote that DGR feature. Here’s the raw survey data, which I think is descriptive.. read more →

During his Content2Conversion session yesterday, Joe Pulizzi packed a lot of good ideas into the space of 15 minutes. But one particular point stuck out, because it’s something almost every content marketer can relate to. Here’s the relevant data point Joe cited: 85% of all corporate blogs have published five posts or less. Think about.. read more →

Today, a fun infographic from Pardot. If you work the social media/customer service space, your smile may be a little forced, since this can surface some painful memories: (Embedded from Pardot.) Can we apply this model to interactions with B2B customers? In many cases, we probably can. People are people, and the folks who feel.. read more →

American Business Media (ABM) announced this week that it was merging with the Software & Information Industry Association (SIIA). The combination, according to a Folio.com report, will end ABM’s 107 year history as an independent organization representing the interests of B2B publishers. This is what ABM chief executive Clark Pettit had to say about the decision:.. read more →

I just came across an article on Fast Company that waxes philosophical about the uneasy relationship between product people and content marketers. It’s worth reading, but here’s the gist: …content creators are usually a little despised, or at least not as valued as entrepreneurs. A double standard currently exists as represented by this commonly shared.. read more →

We’re currently in the middle of our 2013 Content Preferences Survey. I’ve been looking at the preliminary results, and it’s already clear that we’re going to have a lot to talk about when the final results are ready. In the meantime, I wanted to share a sneak preview. One of the questions we asked involved.. read more →

Yes, I’m kidding. We can’t give you free beer for participating in our second annual Content Preferences Survey. I’m pretty sure the State of New Jersey (or the IRS, or somebody with a badge) would frown upon that. What we can give you is a chance to win a VIP pass to our upcoming Content2Conversion.. read more →

Vendor-sponsored infographics demand a critical eye. Even if the point (like all good content marketing) is to avoid pushing a specific product or service, it’s also clear that there’s an agenda being advanced. Having said that, I think there’s a compelling message in this infographic sponsored by online video platform provider Brightcove. A couple of.. read more →

23 Feb 2013
February 23, 2013

Mobile Marketing: Get On Board Or Get Run Over

February 23, 2013 0 Comment

I find it hard to believe that there’s any doubt surrounding the need to invest in mobile marketing. But that seems to be the case. A new Forrester Consulting study, commissioned by Aquent, indicates that mobile marketing budgets will either increase slightly or remain flat for 4 out of 5 companies in 2013. The biggest.. read more →

Market research is an incredibly powerful tool. It serves at least two purposes: First, it offers quantitative insights that you can apply directly to your company’s products, sales efforts, marketing strategy and other areas. Second, it yields valuable raw material that you can feed back into your marketing campaigns. Nothing validates the business need for.. read more →

A new report from Econsultancy and Adobe raises questions about the role social media marketing will in 2013. Just don’t call it a backlash – at least not yet. First, the good news: According to the study, content marketing continues to gain importance in the digital marketing mix. It’s cited as the top priority by.. read more →

Several weeks ago, our good friend Lee Odden declared quantity over quality as one of the most dangerous content marketing myths. Low-quality content will dilute your SEO impact, turn off your prospects and ultimately throw precious content marketing resources down a rat hole. Here’s another take on the problem, courtesy of Velocity Partners. Crap. The.. read more →

B2B marketers pay good money for experts to come in and paint a picture of the future for them.Are new content formats on the horizon? Is social media really an effective lead-gen tool? How can we stay one step ahead of Google and its constant search-algorithm updates? What mistakes do we need to avoid? We.. read more →

The explosive growth of video as a B2B content marketing tool raises a question: Can audio content, and podcasting in particular, stay relevant? Online audio was here first, of course, and it’s still extremely important today. It was the first practical form of online interactive content; dialup users could access audio files back when online.. read more →

Reddit is a social news web site that has enjoyed explosive growth over the past couple of years. It’s famous (and sometimes infamous) for a diverse and freewheeling culture that often puts highbrow science and cultural discussions cheek-by-jowl with NSFW buffoonery. In other words, Reddit isn’t the first place I’d recommend for a button-down B2B.. read more →

B2B organizations, especially big ones, face two major marketing challenges this year. They need more content to feed their campaigns, and they need better content to satisfy rising expectations.   These requirements aren’t a well-kept secret. We saw them surface time and again this year in key B2B marketing studies, and they’re one of the most.. read more →

By Ardath Albee, CEO, Marketing Interactions, Inc. A recent DemandBase survey found that 50% of B2B marketers have only a basic understanding of their target audiences. Another 10% have no understanding, and 8% believe they can sell to anybody. That’s pretty frightening given how difficult it is to just to catch the attention of buyers today. In.. read more →

14 Dec 2012
December 14, 2012

3 Keys To B2B Content Marketing Success In 2013

December 14, 2012 0 Comment

By Lee Odden, CEO, TopRank Online Marketing Content marketing got really hot this year. With 9 out of 10 B2B marketers adding content tactics to their marketing mix (according to a MarketingProfs/CMI 2013 study), it’s hard to deny the impact of all the attention. Like any other business marketing topic trending in popularity, however, companies.. read more →

Deliberately launching a negative Twitter campaign is stupid and self-defeating. It’s like kicking a hornets’ nest…and asking the hornets to go sting your annoying next-door neighbor. Microsoft didn’t get the memo: Microsoft’s Windows Phone team reignited its #droidrage Twitter stunt this week, a campaign that offers free Windows Phones to Android malware victims. After originally creating it almost.. read more →

Over the past 24 months, Google has completed a major and fundamental shift in how it ranks content. If your content marketing team has not yet addressed this shift, doing so needs to be one of your top priorities for 2013. I don’t want to turn this into a discussion about the technical details of.. read more →

30 Nov 2012
November 30, 2012

What Does It Take To Create Viral Video?

November 30, 2012 0 Comment

Viral video is a disease that every CMO would love to catch. It’s easy to see why: Dollar for dollar, a video that hits the big time on YouTube delivers the closest thing to infinite ROI you’re ever likely to see. The good news is that it’s pretty easy to figure out what makes a.. read more →

26 Nov 2012
November 26, 2012

Is “Thanks” A Magic Word For Email Marketing?

November 26, 2012 0 Comment

Eloqua blogger Joel Rothman recently shared the results of an interesting data-mining exercise: He analyzed 875 million email sends looking for the word “Thanks” or “Thank You” in the subject line: Why should we say thank you more often? Emails with Thank You in the subject line have a significantly higher open rate. In the sample that.. read more →

21 Nov 2012
November 21, 2012

5 Holiday Content Suggestions For B2B Marketers

November 21, 2012 0 Comment

Holidays can be a challenging time for B2B marketers. As I pointed out in a recent post on Demand Gen Report, this is a time of year when hectic schedules and tight budgets cause many organizations to wind down their content marketing efforts.   I also pointed out, however, that there are a lot of good.. read more →

Outbrain has decided that it’s time to work with a better class of customer – even if that means taking a short-term revenue hit.   According to an article published on AdAge.com, Outbrain has issued a new set of content guidelines intended to weed out less-than-legitimate businesses. That includes things like articles that don’t deliver what their headlines.. read more →

Last week, Pinterest announced its new “secret boards” feature. Today, it followed that up with a bunch of announcements designed to make life easier for business users on the image-sharing site. The changes were announced on the Pinterest blog this morning. They include: miami payday loan New terms of use customized for business and individual users. (I.. read more →

It often pays for B2B marketers to pay close attention to B2C content marketing research. Here’s a good example:a recent survey from MediaBrix, a social and mobile advertising solution provider. The survey focused on “the perceptions about ads that attempt to appear as part of the content in any medium,” including print and digital. Specifically,.. read more →

We recognize at Content4Demand that content marketing serves a wide variety of purposes. Perhaps the original content marketing objective, however, is still as relevant as it ever was: search engine optimization. That’s why this graphic, from the 2011 MarketingSherpa Search Marketing Benchmark Survey, remains relevant to B2B marketers:   A lot of these tactics actually.. read more →

Here’s a fun Friday video to share. Hardware maker LG is looking to play up the tagline for its new line of IPS monitors: “So real, it’s scary.”
LG’s marketing team came up with an almost too-cruel prank involving unsuspecting elevator riders and a fak… read more →

I know from experience that content marketing doesn’t always generate linear returns. In fact, there’s almost always a “sweet spot” where a marginal increase in your efforts delivers a disproportionate benefit.
Our friends at HubSpot just shared some d… read more →

Buying favorable online reviews is cheap and sleazy. It’s also incredibly stupid, as Yelp is about to demonstrate to a select group of losers.

From today’s New York Times:

Like every Web site that depends on consumer critiques, Yelp has a p… read more →

A recent BtoB content marketing study looked at how best-in-class B2B marketers differ from their peers. In this case, the study defined “best in class” as those investing 30% or more of their budgets in content marketing.

Here are a few of the key fi… read more →

While reviewing a recent DemandCon session on content marketing, I was reminded that good content isn’t just about creativity. It’s also about knowing when and how to rip yourself off.

Consider a typical example: A marketing organization spends severa… read more →

The most common content marketing strategy these days seems to be shooting from the hip. But it does look like that’s changing.
Econsultancy is promoting its first-ever Content Marketing Survey Report, which it produced in association with Outbrain. It… read more →

Most of us who work in content marketing understand just how closely our world sometimes mirrors that of traditional journalism. It’s both a benefit and a concern: A benefit because content marketing thrives when it aspires to the accuracy, relevance a… read more →

Content Marketing Institute recently published a SlideShare guide to eight of the most popular content production tools. I’m familiar with some of these products (including Contently and Compendium), which others are completely new to me. Here’s a list… read more →

IDG Enterprise recently announced the results of its 2012 content marketing survey. The study included about 740 responses over three weeks earlier this summer. The results are interesting, and I wanted to offer up the SlideShare presentation of the re… read more →

Limelight Networks, Inc. recently surveyed 200 U.S. based CMOs and Marketing VPs about their efforts to develop web sites tailored to various global regions. The results are interesting, and I certainly think they’re worth a closer look.
Here’s the sho… read more →

Is Klout a useful B2B marketing tool or an exercise in vanity? I know people who fall on both sides of this question, and now I wonder if the latest round of changes Klout is making will change any of their opinions.
Klout is a service that measures a … read more →

This has been the year that visual social media really took flight. Given the huge success of Pinterest, Tumblr and Instagram, it’s easier to understand why Facebook and Twitter don’t feel nearly as cutting-edge as they once did.
Did a little deeper, t… read more →

Small, fast-growing firms need a strong marketing plan – there’s no doubt about that. The question is whether it makes sense to build an in-house marketing team or to outsource the your company’s marketing operations.
We recently came across an i… read more →

Earlier this week Channel Marketer Report published a great feature looking at the impact of content on the B2B channel. It’s not surprising that channel marketers are embracing content marketing; they face the same challenges, and the same oppor… read more →

Content marketing is powerful stuff. It’s highly effective and increasingly popular. If you’re in the business of creating content, or if you’re a content marketing advocate within your company, life is good.
But the party won’t… read more →

You probably know by now about Facebook’s recent email-hijacking fiasco – including widespread reports that the company’s mobile apps are deliberately overwriting users’ address-book contacts.
While that’s an extreme example of a company making a… read more →

Buddy Media just released the results of a new social media engagement study. It discusses something many of us already knew: Users don’t necessarily engage with Twitter content during business hours.
What did surprise me, however, was just how much en… read more →

QR codes play an increasingly important role in the B2C marketing world. According to one 2012 study, marketing use of QR code and barcode scans grew to 68% of the firms surveyed – up 15% from last year. That makes it the top mobile marketing tac… read more →

Is Pinterest a waste of time for B2B marketers? There’s a debate growing around this issue.
For a good example of the anti-Pinterest perspective, check out a recent post by Shanna Mallon on B2Bbloggers.com. Shanna’s argument against B2B marketers inves… read more →

Trying to find inspiration for your company’s use of Tumblr? Check out The Lively Morgue.
Don’t worry, it’s safe for work – it’s not that kind of morgue. The New York Times is behind this project, which features selected photos from the Times’ ar… read more →

How many B2B marketing teams eat what they cook? Perhaps not as many as you’d expect.
I visit lots of company websites, including technology vendors, consulting firms, and service providers of various types. And I often register to access content that … read more →

Did you know that 29% of U.S. adults now own a tablet or e-reader, up from 2% less than three years ago? Or that global mobile traffic now accounts for 10% of all Internet traffic? Have you considered the implications of Encyclopedia Britannica’s decis… read more →

I would usually begin a post on content curation by explaining what it is. But that seems unnecessary: According to a recent Curata poll, more than 95% of marketers have done it during the past six months.
What if you don’t do content curation? You’re … read more →

This week, Facebook made a lot of marketers very, very happy.
First, it introduced Promoted Posts for Brand Pages, allowing companies to pay for posts that get front-and-center placement on their fans’ news feeds. The posts are identified with a “Spons… read more →

Forrester Analyst Jeff Ernst has a great description for how many B2B firms conduct their marketing. He refers to it as “random acts of thought leadership.”
Most B2B marketers are familiar with the concept. In fact, we all know companies that treat con… read more →

Earlier today, I read a blog post advising marketers to avoid controversial topics like politics and religion. The author, David Meerman Scott, makes a valid point: Some topics are too hot – and too toxic – for a business setting.
The probl… read more →