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The Ultimate Checklist: 20 Points that Will Lead You to the Best B2B Content Marketing

Posted by Wendy Marx

Feb 16, 2017

The Ultimate Checklist- 20 Points that Will Lead You to the Best B2B Content Marketing

What are your content goals? If you feel like a deer in the headlights, don’t worry. You’re not alone. Everybody experiences that at one point or another. That’s why we’ve created this ultimate checklist to get your B2B content marketing on track.

Are You Harming Your B2B PR with These 8 Deadly SEO Mistakes?

Posted by Wendy Marx

Aug 19, 2016

Are You Harming Your B2B PR with These 8 Deadly SEO Mistakes

Do you want to appear on the first page of Google's search results? Who doesn't? It is a much-coveted spot for any B2B company. So how do you stand out from the crowd and go from SEO wannabe to SEO master? 

Learn from the mistakes of those who have gone before you. To help you do that, I've assembled a list of the very worst (think disastrous!) SEO errors you can make. This, combined with your growing knowledge of SEO, will help win you a prime spot on any search results page. (Click here to find out how SEO can work for your video content marketing.)

Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

Posted by Wendy Marx

Feb 5, 2016

How to use emotional content to appeal to B2B buyers.  

How to Rock B2B Content with Canva Images

Posted by Wendy Marx

May 22, 2015

Why we love Canva, and a super easy Canva tutorial on creating your own images!

Reading B2B content without graphics is like seeing a foreign film. The story may be interesting, but if you are glued to reading a steady stream of words, It becomes tiring. Suddenly, a barrier -- the text -- is keeping you from experiencing the actors directly. 

As the saying goes, a picture is worth a thousand words. That's because most of us think visually, not in text. 

So too in your B2B content. Consider that your content can generate 94% more views if you add compelling visual element.

Underscore compelling. If you're up for a chuckle, head over to Hubspot's Pinterest board: Awful Stock Photography. You'll get to see stellar examples of the worst stock photos out there, like this one: 

7 Ways to Boost SEO Results for Your Video Content Marketing

Posted by Oren Smith

Dec 10, 2013

7 Ways to Boost SEO Results for Your Video Content Marketing
Now more than ever, video content marketing is on the rise, with a whopping 93% of marketers asserting they use online video as a marketing and PR tool. But did you know that implementing video content actually facilitates a symbiotic relationship with SEO? 

2 More Ways Financial Services Can Punch Up Their Content Marketing

Posted by Oren Smith

Nov 15, 2013

These days, a wealth of remarkable data is only as useful and effective as its packaging. In the financial services sector, an industry often critiqued for its lackluster performance in content marketing, it’s increasingly vital to pay close attention not only to the content itself, but to how it is delivered.

Previously, we tapped into 2 ways financial services firms can up their game in the world of content marketing despite the challenges posed by strict regulations and tricky legal technicalities. As promised, here are 2 more!

2 Crucial Ways Financial Services Can Score in Content Marketing

Posted by Oren Smith

Nov 11, 2013

In the world of content marketing, financial services companies haven’t been touted as shining examples of success. Already beaten up by the economy, they have been singled out for content marketing that ceases to impress.

5 Ways to Make Your B2B Content Marketing More Effective

Posted by Wendy Marx

Nov 4, 2013

Picasso's Art and B2B Content Marketing

Man Vs. Machine: The Brave New World of B2B Content Marketing

Posted by wendyama

Jan 21, 2013

There’s something ironic happening in the world of B2B PR. Sometimes it seems that just about everyone is hopping on the bandwagon of creating engaging, individualistic content. Other times, it’s as if there were tons of folks lining up to hand their content generation over to mass automation technology.

Here’s the latest point in favor of the techies, pulled from a post by Scott Redick in Forbes predicting the rise of automation:

“News writing will increasing become the domain of automated software programs…PR firms will hire technical experts to manipulate code on content farms, search algorithms and copywriting bots.”

The end result: public relations professionals will function as “truth engineers,” to use Redick’s terminology, spinning the truth to suit their client’s wishes.

Some cynics may believe that’s what PR professionals do now, albeit with words, instead of code. Yet there’s a major discrepancy between putting your best foot forward - something most B2B PR professionals strive for - and explicit deceit. This form of complete distortion has no place in any PR pro’s toolkit.

In the meantime, let’s return to technology and content.

Content can definitely be machine-manipulated to dupe search engines. In addition, content automation companies like Automated Insights excel at writing data-driven stories, though they reportedly have people touch up the work when necessary. Considering the caliber of some human-written (so old fashioned!) press releases, I’d imagine a machine could produce better work than some of those lengthy, terminology-intense mounds of jibberish.

With that being said, there’s much more to content marketing than simply writing articles. Content, in order to be distinguished among the deafening roar, should have a bit of idiosyncrasy--a smattering of whimsy or artistry. As Joe Pulizzi says,

“Epic content is all about stories that inform or entertain, that compel people to action and truly makes a difference in people’s lives. It positions the company as a trusted leader. It makes the buying process easier.”

Beyond riveting content, B2B content marketing must be structured around a strategy. If it isn’t, it’s simply copy, not marketing with goals and deliverables.

It’s great when technology serves our goals and makes processes more convenient or better. However, the “marketing” in content marketing--and in many cases the “content” aspect too-- depends on the qualitative judgments of real people. A machine might be spectacular at processing data but it can’t make the subtle distinctions (not to mention witty rhetoric) that we can.

A classic Winston cigarette ad had a grammatically incorrect word, using "like" instead of "as." It went: “Winston tastes good like a cigarette should.” A logic-driven machine would make the sentence grammatically correct and by doing this, lose the rhythm of the phrase.

By the way, I wrote this post on my own -- entirely without the aid of a computer, a machine, or a droid from Star Wars.

I’d love to hear how you are using technology to enhance your content marketing. Please tell us about it in the comments!

3 Crucial Steps For Content Marketing Success

Posted by wendyama

Dec 6, 2012



Everyone in marketing tries to do it. What most folks don’t realize, is that very few do it well.

What are we referring to? Content marketing, of course. Otherwise known as branded content, brand journalism, or business story-telling, among other monikers.

It’s apparent a phrase is popular when it spawns its own lexicon. Or when mega brands like Coca-Cola embrace it. The soft drink empire recently revamped its website in homage to content marketing.

You can tell “content marketing” has entered the list of marketing terms when you find any number of conferences devoted to the topic. Take the example of the all-day content-marketing event given by the Content Marketing Institute in cooperation with Target Marketing and Publishing Executive. The event, titled Content Marketing World NYC, brought in a plethora of content marketers (and those seeking to become content marketers). It was also chaired by two content marketing industry elites: Joe Pulizzi and Robert Rose. The two co-authored one of the foremost books on the topic, along with other accomplishments.

You may be wondering to yourself, “OK, so what’s so great about content marketing?”

Advertising, it seems, has lost much of its effectiveness. We live in a world where the average person is bombarded by some 3,000 brand impressions a day. According to research firm Altimeter Group, advertising needs to function together with other media, including company–created content and user-generated content. Content marketing in its most fundamental definition, is content a brand owns or publishes without any media buys, according to Altimeter.

That of course is the baseline. In order to be truly effective, content marketing, as Pulizzi and Rose stressed at the Content Marketing World event, must tell a story that allows people to engage with a brand. Moreover, it can’t be a one-time wonder but should be a long-term commitment, or as Rose phrased it, “Content marketing is a marathon, not a sprint.”

In fact, a marathon is the perfect analogy. Besides being a time-consuming process,  it also requires some heavy lifting. It’s no surprise that a survey by Content Marketing Institute and Marketing Profs discovered that only roughly a third of over 1,400 B2B marketers surveyed said they believed their content marketing campaigns effective.

Here are 3 key elements from Robert Rose to increase the effectiveness of your content marketing:

 

    • Tell a story. A story is a natural way to grab people’s attention. It draws you in and captures your emotions as well as your mind. What’s more interesting – a list of facts or a story that weaves the same elements into an engaging narrative?


 
 

From repurposing your PR to stretching your budget, I'm sharing all my PR tips in one easy cheat sheet.

Grab the cheat sheet and start getting the most out of your press without stretching your budget.

 

TEACH ME HOW TO GET THE  MOST FROM MY PR

 

About this blog

Featured in Alltop Featured Author on Business 2 Community

 B2B PR Sense focuses on the challenges and opportunities facing companies and executives as they navigate the B2B PR/marketing world of content marketing, social media and inbound marketing...along with traditional media. Welcome aboard!