B2B marketers have taken up the challenge to create great content. They're
investing time, effort and money into content marketing. People are reading
their content. But, effectiveness remains elusive.
Only 9% strongly agree with the statement: "I know our digital marketing is
That's only 92 of over 1,000 marketers. Yet, 93% of B2B marketers use content
marketing. Does this scare you? It should.
What's the problem?
Well, it would be easy to say that there's a lack of strategy,but let's
narrow it down to something you can do right now that will help to improve
your efforts. One of the biggest failings I see is a lack of orchestration
You can write the best content in the world, but without a plan, it's only a
pit stop for busy prospects who may read it but then quickly move on. Content
must build interest that translates into intent.
In ot... (more)
Last week, Steve Rayson wrote a blog post over on Anders Pink, B2B Buyer
Personas - A Waste of Time? I'm honored that he wrote about a post I
published and shared a few metrics I'd not seen. Steve's blog post is solid
and pulls in other research and points to be considered - you should go read
But Steve concluded with one point that I'd like to counter. He wrote:
"The challenge for B2B companies is to create content that addresses the
questions B2B buyers are asking and helping buyers make better decisions.
This is complex with multiple people involved as the buying process ... (more)
One of the challenges I've had a number of conversations about recently has
been the ability of B2B content to attract the right audience. Much of the
content created by B2B companies gets a limited amount of pageviews, social
shares or direct passalong.
There can be many reasons for this, but for the purpose of this post, we'll
assume that your content meets the standards for "amazing." We're going to
talk about distribution.
One of the things I've often ranted about is the lack of content strategy. An
important part of content strategy is distribution. So hopefully, this post ... (more)
I received an email asking me what I thought of the Van Damme Volvo video
that went viral to the tune of 57M views and counting for Volvo Trucks.
It's a great stunt, dubbed The Epic Split
Volvo created the video to showcase its new precision steering feature on the
It's a really good piece. But all anyone can talk about is the number of
views and the parodies being made in imitation.
What do I think about it? Well, that depends on a couple of things I don't
have the answers to:
Did it put any leads in the pipeline? Did it even get to the right audience?
Depending on the... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)