We hope you enjoy this handy recap of the B2B content marketing articles that caught our attention this week.
Trust Is Currency – Are You Investing? It’s been a rough week for some big consumer brands this week. If you weren’t still reeling from United Airlines’ shocking treatment of a passenger, you may have seen that another United passenger was stung by a scorpion that dropped from an overhead bin. Ouch. Marketers put a lot of thought into building and maintaining our brands – for good reason. Customer loyalty isn’t what it used to be. According to Sales Benchmark Index, 84% of B2B decision makers start the buying process with a referral. We spend a lot of time these days crunching data, adopting exciting new digital tools and anticipating the next big thing. But it’s important to put the basics at the top of the list sometimes. Building relationships requires trust. The best way for us to earn our customers’ trust is to first be worthy of it.
4 Common Mistakes to Avoid When Creating Personas: The best persona projects serve as valuable lighthouses for content marketers, shining a light exactly where we need it to guide the way for content creation. Others have missed the mark, whether it’s because they’re waylaid by sloppy methods or sidetracked by irrelevant details. This blog post touches on four of the most common errors we see in persona projects, with tips on how to avoid them.
The Value of Infographics in B2B Marketing: Sure, video is important. Blogs are drawing scores of readers. Digital interactive assets are going gangbusters in certain circles. But nothing really grabs me better than a well-executed infographic. This post does more than just validate my own quirky tastes, though; it underscores just how and why infographics are so darned persuasive. They’re marvelous attention-grabbers, and they’re liked and shared on social media three times more than any other content type.
How Small Marketing Teams Can Achieve Big Content Wins: I’ve spent my career working for entrepreneurial companies that get the job done leaner and meaner, without the budgets and resources of corporate competitors. But we did get the job done, and I like to think there was more pride, satisfaction and even camaraderie involved. Sure, the big guys have shinier toys. But with the right approach, even a skeleton crew of a marketing team can go big time with content success. This article is a handy road map to get you there.
What topics are capturing your attention? What would you like to learn more about? Drop us a line in the comments section below to let us know. And have a wonderful weekend!