Content Marketing

Why you need an SEO content strategy You may have heard: we write for people, not for search engines, and that works fine with us. Still, site owners often resort to SEO to find a driving force to move up in the search rankings. Sometimes, you need a fresh look or inspiration for new content.…

In this episode of B2B Nation, we offer practical advice on how to create content people remember with Dr. Carmen Simon, Chief Science Officer of Corporate Visions, and the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. Dr. Simon is a neuroscientist who studies how B2B audiences react to and remember content.…

Depending on the research you read and the type of B2B product or service being considered, somewhere between 65% and 85% of the B2B buying process takes place before the prospect talks to a salesperson. Statistics like this have major implications for marketers. Foremost among them: when it comes to the early, mid and even…

If you work in B2B marketing, then you’re no stranger to content syndication programs. B2B marketers create a great deal of content today, and circulating the content with demand gen vendors and B2B media companies is the backbone of many B2B marketing programs. In theory, this is a pretty solid demand gen strategy. The media…

Content is king. It’s a saying you’re so used to hearing that you hardly ever stop to question its validity. Why would you? The entire concept of inbound marketing is based on creating content that satisfies the queries people type into search engines. This is good and necessary, but B2B marketers often fail to consider…

Content syndication refers to publishing the same piece of content to one or more different platforms to increase your reach and get new eyes on it. When done right, content syndication is a great way to give your old content new life and continue to leverage it to raise brand awareness. However, if done poorly,…

When you purchase content syndication leads, you get access to folks who are just forming their opinions on their next technology solution. While you could just pop these leads into your normal TOFU nurture process, that’s not best practice. In an ideal world, you would build nurture cadences that address the direct needs of the…

Case studies are an opportunity not only to review your previous work with your team but to create hard data that points to your team’s previous successes in a way that is easy to understand from an outside perspective. As a project manager, one of the strongest tools in your belt is going to be…

You know that you’ve got expert resources — even potential thought leaders! — inside your company that could help you create more insightful and more interesting articles, videos, and marketing materials than you could ever come up with on your own. But so often, the same character traits that make someone really good at what…

If you’re ramping up your inbound marketing strategy, chances are you’re considering writing a white paper. White papers are valuable additions to any company’s inbound efforts. They educate your potential customers so they can purchase with confidence. They build your credibility and help establish you as a thought leader. They can also provide you with…

In response to cries across the market that longer blog content gets more organic attention, 74 percent of the most successful B2B content marketers have increased their use of long-form content over the past year. But that doesn’t mean it’s good content. Or that it’s connecting with the right audience. Or any audience at all.…

Three legs hold up the content distribution table: owned, earned, and paid content distribution. Lots of companies assume that paid channels like PPC or retargeting are the fast and easy way to build an audience, but without the foundation of developed owned and earned channels, you may be building an audience you can’t support. Also…

Gating content has grown into one of the most contentious issues in content marketing. Hard-line content marketers will tell you that information should be free for readers to access, and in return, you gain brand awareness, shares, and social capital. ALSO READ: How to Build a B2B Marketing Plan Traditional “smarketers” and B2B lead generation managers scoff at…

Why did you click on this article? Was it because the headline offered something you wanted, or was there another reason? If you’re like most people, the correct answer is probably, “I don’t know why I clicked on this article.” That’s because your subconscious mind actually makes a significant bulk of your decisions before you…

If you work for a B2B software company, chances are you understand the basics of inbound marketing. Regardless, here’s a brief recap to jog your memory. Instead of trying to interrupt consumers to get your product or service in front of them as you would with traditional marketing methods, inbound marketing seeks to attract customers…