Five problems with B2B content (and how to fix them)

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30-second summary: Businesses expect a lot from their B2B content, which can make its failures deeply disappointing. There are five common problems that sabotage the effectiveness of your content. They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader. Each of these top problems is addressed using data from the Content Marketing Institute’s (CMI) 2020 report. The overarching problem with content is that it must be part of a company-wide initiative that leverages internal and external resources, strategy, and intention or you risk creating an asset that does not contribute to company growth. Content is the fuel that powers both inbound and outbound marketing efforts. Whatever form it takes—paid ads, video, images, blog posts, social media posts, case studies, webinars, infographics, whitepapers, eBooks…well, you get the picture—its end goal is to drive growth for your business. But without a thoughtful plan for how to create, manage, track, and optimize content, you’re basically spinning your wheels, contributing to a proliferation of it that only your marketing team bothers to read. The five biggest problems with content are: #1: It is more about you than your audience. #2: You don’t have a strategy. #3: It fails to align with the B2B buying cycle. #4: It is not managed throughout its entire lifecycle. #5: It doesn’t have a champion. With some planning (and introspection), the above issues can be resolved, but first it’s important to define what content is within the realm of B2B marketing. What is content, anyway? Content is any piece of information, regardless of format, developed for the consumption of an audience. In B2B marketing, it is used for a variety of purposes—branding, lead generation, lead nurturing, customer relationship management, and support. According to The CMI’s Benchmarking 2020 report , the three types of content B2B marketers use most are social media posts, blog posts/short articles, and email newsletters. Other popular B2B formats are in-person events, videos, and case studies. The following chart represents the top B2B content types used within the last 12 months, per the CMI report (from June 2018 through June 2019): Source: CMI The CMI report also lists long-form articles of 3000+ words, research reports, print magazines, podcasts, and more. The text on your website is content, but so are the videos you create for …

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The B2B content that can help your sales team close

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30-second summary: The driving force behind many B2B marketing initiatives is content creation, but all content is not equal. Some content types are better for closing the deal than others. Tying content to specific stages of the buying cycle has been shown to increase b2B buyer engagement and lead to more deals. B2B buying groups spend most of their time researching new solutions independently. They use content to help facilitate this process. By creating content that matches different needs on the buying cycle, B2B marketers can help guide buyers in their increasingly self-guided buying process. Marketers who understand the job inherent in the buying funnel are in a better position to create content that helps buyers complete them. B2B marketing teams are juggling a million balls, with responsibilities that include driving demand gen and awareness through outbound marketing, creating compelling messaging for their company’s unique audience (not to mention defining …

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Four steps to ABM fueled targeting for B2B marketers

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30-second summary: Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts by creating audience segments and maintaining an account-based funnel. Successful implementation of ABM requires that your marketing and sales teams are coordinated and that both teams approach ABM together. There are four accessible steps that companies can take to switch from traditional leads-based marketing to an ABM. These steps include: understanding the importance of high-value accounts, aligning marketing and sales teams, measuring and tracking what’s important, and investing in the right tools. Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts over generating large quantities of leads. While an ABM approach may include both leads-based and accounts-based funnels, the emphasis with ABM is not on maintaining a high volume of leads, but on focusing your resources on fewer, more qualified, and higher-value prospects. Companies that are successful at implementing ABM tend …

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Best Email Marketing Services

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. What if I told you there was a single marketing channel through which companies are finding a 3,800% ROI? That’s earning $38 for every dollar spent . This magic marketing channel is called email. Yes, just good old email. And that insane average return on investment is one of many email marketing statistics that have held true for years now. The biggest surprise to me is how many companies aren’t taking advantage of email marketing. I hear it’s too much work to design newsletters, manage a growing number of contacts, personalize messages, and keep the campaign moving forward. There’s this perception that email is a time-sink, but it doesn’t align with the statistics. If it were really too labor intensive to run an efficient email marketing campaign, the average …

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The B2B Content Marketing Report

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We analyzed 502 B2B companies to better understand how they approach content marketing. And to help identify content marketing approaches work best in the B2B space. Specifically, we looked at: How many B2B companies have a blog The types of content are they publishing How much organic traffic B2B blogs receive each month The characteristics of top performing B2B content And more Now it’s time to share what we discovered. Our summary findings are as follows: 1. 72% of B2B companies have a blog. Put another way, 28% of B2B companies don’t have a blog. 2. Only 8% of B2B companies solely use their blogs for sharing company-focused, PR-style content. 3. B2B blogs that create education content receive 52% more organic traffic than those that mainly publish content about their company. 4. Only 29% of B2B companies allow comments on their blog posts. 5. 65% of B2B companies use stock …

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AI and social media marketers in B2B marketing campaign

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30-second summary: The alignment between advanced technologies and B2B marketing has evolved. Artificial Intelligence (AI) has the potential and capabilities to push B2B marketing to new heights. In past AI was just a thing of sci-fi movies and scientific laboratories. Today it has been used abundantly by a number of industries and marketing is no exception. Digital B2C marketers are already leveraging the power of AI for digitizing their social media campaigns and making them more engaging and appealing. In the B2B context, marketers can also use AI and transform the buyer journey. AI not only helps in identifying the right clients, but it can also be used to satisfy the needs of those customers. Finally, AI is the best thing for B2B social media marketers because it automates processes and let them save time that can be utilized in core activities. Without a doubt, artificial intelligence has touched every …

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8 Unconventional Ways to Generate Qualified B2B Sales Leads

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Posted by Nadya_Khoja We know there are numerous ways to generate B2B sales leads, but let’s face it, the same old methods have been done to death. It’s time to take an unconventional approach to lead generation, especially for B2B companies, because B2B is a different ballgame than B2C — and your strategies need to reflect your audience. As a refresher, here’s how organization goals differ in the B2C versus the B2B sectors: Source: Venngage Before we begin detailing these B2B methods, it’s important to keep in mind that lead generation isn’t a one-and-done deal. You have to be open to A/B testing your strategies and your content. Regularly track your content performance, metrics, conversions, and be ready to improve. So, what are these unconventional methods to generate B2B sales leads? Read on to find out. 1. Tailor content for B2B sales leads B2B content is brand and agency-focused, and …

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What is the Difference Between B2B vs B2C for Paid Social Media?

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While the terms B2B (business-to-business) and B2C (business-to-consumer) marketing may sound similar, they differ vastly in practice, especially when it comes to paid social media. Areas like content, objectives, best practices, and which platforms to use can impact the most effective strategies in paid social media. This chart outlines a few of the main differences. These differences are particularly evident in the approaches for paid social media strategies. Before we dig into the different strategies, let’s take a deeper look at the differences between B2B and B2C. What is B2B Paid Social Media? B2B buyers are typically large organizations (like enterprise companies, hospitals, or universities) that market their products or services to other businesses. Those businesses typically need agreement from multiple stakeholders before making a purchase, which often extends the sales cycle length. When conducting B2B marketing, the message should focus on logic and ROI, rather than emotional impact. How …

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Why SaaS Brand Advocacy is More Important than Ever in 2021

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It’s no secret that the field of marketing is constantly evolving, and SaaS brands are not immune from the challenges that arise due to the fast-paced nature of the field. One great way SaaS companies can keep up is through brand advocacy. 2021 SaaS Trends that Affect Brand Advocacy For starters, consider the overwhelming push toward personalization. According to a Forbes article , 71% of consumers “feel frustrated when a shopping experience is impersonal.” 74% are displeased with websites that aren’t personalized. This signals the need for SaaS brands to segment their content assets and interfaces to hone in on messages that speak directly to specific customers. Personalization will continue to be expected in the years to come, and brands will have to figure out how to deliver it. In the SaaS industry, where every interaction is ideally tracked, the opportunities for personalization are enormous. Changes to Facebook’s algorithm a …

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5 Ways to Use Search as a Growth Channel for B2B in 2021

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Posted by Victor_Ijidola Unlike B2C brands, B2B businesses are often characterized by: low search volumes on Google. high competition on scarcely available keywords. And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.) Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B): These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case. For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having …

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Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight

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30-second summary: Content marketing has the key to a lot of opportunities, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement 76% of marketers saw webinars as a good source to drive more leads Ebooks, whitepapers, and guides topped the content demand list, but there’s a twist Who’s most likely to demand more content? C-Suite executives vs Senior VPs The magic time window to reach a CEO was… read on to find out “Content & Experience” technology peaked marketers’ purchase interest in March, April, and May Only 8% of respondents across industries said their AI-relevant data are accessible by systems across the organization AI spotlight: Growth rate, front-runners, and content marketing Recent times have increasingly added emphasis on “adding value” and “being at the right place at the right time”. Today’s article shows exactly how these can be achieved through content marketing, a great marketing …

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