CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES

Size: px
Start display at page:

Download "CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES"

Transcription

1 CONTENT MARKETING FOR B2B SOFTWARE COMPANIES 1

2 INTRODUCTION If you re a B2B software company trying to grow, you must find effective ways to build brand awareness, connect with customers and prospects, and make sales. B2B software companies face unique challenges as they try to educate prospective customers in real time about the problems their products solve problems those prospects might not even know they have. One way to do this is through content marketing, which 99 percent of software marketers reported using in a 2013 survey by the Content Marketing Institute. Content marketing is especially popular in the B2B software industry because of the complex nature of software solutions, explains Jay Ivey, market research associate at Software Advice, a research-based resource for software buyers. In the crowded B2B software marketplace, it can be very difficult to for buyers to differentiate between solutions. Wellexecuted content marketing allows buyers to discover and understand a solution, and it keeps a brand top-of-mind in a competitive market. But creating great content and using it strategically is harder than it may initially appear. The Content Marketing Institute s 2015 B2B Content Marketing Benchmarks report found even committed B2B content marketers face challenges including creating engaging content, producing content consistently and measuring content effectiveness. This guide is designed to help you overcome these and other content marketing challenges. It provides a framework for mapping out your content marketing strategy, as well as advice and examples from B2B software marketers who ve created and executed successful content marketing campaigns themselves. 2

3 First, Know Your Buyer Every effective content marketing strategy starts with a solid understanding of who you want to buy your product. In a B2B sales environment, you are selling to people with distinct problems and needs or you may be in the process of creating your own market. You need to figure out who the people in this market are, including their: Job titles. Biggest challenges. Work roles and responsibilities. Preferred methods of communication. Level of knowledge about your software and competing products. Reading habits about their industry, software and other business matters. You then need to use this information to create buyer personas detailed descriptions of the type of people you re trying to sell to. This will help you develop content tailored to their needs and interests. 3

4 Here s how: We decided to let the content do the targeting for us. Talk to your sales team. It s important that marketing and sales have a strong relationship, says Erin Wasson, vice president of marketing at Web-based relocation management software company UrbanBound. The company developed its buyer personas via collaboration with its marketing and sales teams. Developing personas together provides the greatest insight on customers, a unified buy-in from both departments and enthusiasm around the strategy. Assess your analytics. Review your website analytics to learn more about your customers through their behavior. Take a look at demographics, keywords, how they get to your site and the pages they view there. Look to online resources. Use public data to help hone your personas. Bizible, a marketing attribution application for Salesforce, developed a detailed picture of its customers by using LinkedIn to profile decision makers and users at each customer company, says Dave Rigotti, the company s head of pipeline marketing. The marketing team realized many prospects weren t listing Salesforce as a skill in their LinkedIn profiles, which posed a challenge to their plans to run a LinkedIn ad-targeting campaign. We decided to let the content do the targeting for us, Rigotti says. By broadening our targeting, but using Salesforce in the title of content, we were able to reach new potential customers very effectively and at an average cost per lead of 32 percent less than other promoted content campaigns. Listen in. While you re on LinkedIn, pay attention to the conversations your customers are having to better understand them. Join relevant groups and note trending topics. Do the same on Twitter, Facebook and any other social media sites your customers use. 4

5 Develop and Document Your Strategy Developing a strategy to connect with your buyers is essential to content marketing success, and documenting that strategy increases its effectiveness. The Content Marketing Institute s 2015 B2B Content Marketing Benchmarks report found that a third of B2B companies using content marketing say they have a documented content marketing strategy; slightly less than half say they have a strategy, but it s not documented. It also found 60 percent of those with a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32 percent of those who haven t taken the time to document their strategy. Your strategy should include information about your: Goals. Do you want to improve your website s SEO? Educate your potential market? Get more qualified inbound leads? Knowing your goals will help you target your content more effectively. Buyer personas. It s important to always keep in mind who you re trying to reach with your content marketing. Brand voice. Is your brand dynamic and edgy, or conservative and traditional? You need to know so you can make your content s tone and style fit. Broad content topics. What types of topics are you going to create content around? When you don t document this, it s easy to stray from your strategy and create less-effective content. Content production process. Who is in charge of producing and publishing content? Establish roles so everyone knows what they re supposed to do. 5

6 Publishing channels. Are you just going to blog, or will you also create videos, images and other types of content? Where will you publish each type? Publication frequency. How often do you plan to publish content? Be realistic. It s generally better to publish two high-quality blog posts a week than a mediocre post every day. Promotional channels. Which social media sites and other venues will you use to promote the content you produce? Set up a process for each type of content so you re not winging it. Metrics. Use analytics to track which channels and types of content are the most effective, and reassess your tactics periodically to ensure they re still working well. Create Conversations Across a Variety of Channels Take a coordinated approach across several platforms to establish a voice, build trust with prospects and customers, and educate new markets about your company s software. Phil Haslehurst, head of marketing for Decibel Insight, says his team takes a 360-degree approach to getting content out on all channels. They create videos, white papers, guides, infographics, podcasts and blog posts. Haslehurst acknowledges it takes a lot of work, but the integrated approach is working. Consistently share content in the places your customers are looking, but don t overwhelm your followers with too many updates. Get the most value out of everything you create by repurposing content into additional blog posts, social media updates, podcasts and webinars. Remember: Promoting your content to make sure your prospects and customers see it is just as important as creating it in the first place. 6

7 Your Company Blog Blogs are a great place to house your company s original content and an effective way to draw buyers to your website. The Content Marketing Institute s 2015 B2B Content Marketing Benchmarks report found 80 percent of companies surveyed are using a company blog as part of their content marketing efforts. If you re looking to build relationships in your industry and establish brand authority, you almost have to blog, and blog well, Ivey says. Customer intelligence and Web analytics platform KISSmetrics has attracted a loyal following of blog readers by prioritizing topics important to its prospects and customers. Although we maintain a frequency of about seven posts per week, we maintain post quality above all else. If it doesn t meet our standards, we don t publish it, explains Lars Lofgren, director of growth at KISSmetrics. By making content useful, interesting and relatable, people will keep coming back. To be effective, a blog must be updated regularly (twice a week is a good place to start), so put together an editorial calendar that shows everyone what you re publishing on which day and who s responsible for writing, editing, uploading and promoting the post. Ensure each post you create is informative and engaging, and don t forget to include a visual element such as a photo, illustration or simple infographic. 7

8 Downloadable Assets: E-Books, White Papers and Guides People value content that helps them stay on top of the latest trends and offers them actionable advice they can use to perform better at their jobs and they ll share their contact information to get it. Longer-form, downloadable content is key to capturing visitors and followers contact information and converting them into qualified leads. These downloadable assets dive deeper into a topic than a blog post can, and can tackle issues customers may be struggling with or establish your organization as an industry thought leader. Rigotti recommends expanding on your company s most popular blog post topics in white papers, as readership of the topic on the blog is a good indicator of interest in the topic. Watson suggests using them to examine a new market segment, buyer persona or pain point don t just cover the same topics over and over again. Include expert input, surveys and analysis. can be one of the most effective and useful parts of your content marketing strategy. Seventy-three percent of marketers agree marketing is core to their business, according to Salesforce s 2015 State of Marketing. If you need to focus on directly generating and nurturing leads at a low cost-per-lead, the first place to start for most businesses should be marketing, Ivey says. newsletters are great vehicles for sharing insights and helping educate your customers and potential clients and it s easy to create them by repurposing your other content. Check your analytics to see which recent blog posts are most popular, and put those at the top of your message. Use a template so you don t have to code it from scratch every time. Experiment with A/B subject lines to see what your audience responds best to. 8

9 Visual Assets Visuals, such as Slideshare presentations and infographics, can help you grab your audience s attention and get your main points across. They re also a great branding opportunity. Infographics in particular, Lofgren says, are a popular, easy-to-grasp, shareable, fun way to showcase what your software can do. Decibel Insight put together a heatmap showing how current and past winners of the London Marathon would fare against each other and shared it on its blog, Haslehurst says. These are the tidbits that we hope will keep our active audience engaged, or pique the interest of influencers and customers and lead them to share. To put together an infographic, Wasson recommends getting a graphic designer s input at the beginning of the project, rather than trying to take an idea and push it into a template. 9

10 Video Videos can be especially useful for explaining complex technical solutions and building a story around them, such as the video What is DevOps? In Simple English from Rackspace, which has more than 65,000 views. For a B2B software company, video is definitely part of the supporting cast, Haslehurst says. While Decibel Insight doesn t usually get new traffic through video, he says the company s established audience finds a lot of value in it. One effective strategy for us is using video to create content that explains our software better to people who are already interested, and driving them to it through marketing and social media, he explains. Another really effective use of video is to create support content for our customers so it contributes to retention, too. It s amazing how quickly you can respond to customer needs by creating a quick video. Once you ve made it and posted it to YouTube, it s there for future customers who experience the same problem. Your videos don t have to be hourlong, glossy productions. A 30-second response to a question about your software is sometimes all you need. As with all content, keep it informative and useful, and steer clear of heavy sales pitches. 10

11 Where to Get Your Content Ideas Once you know what kind of content you re going to produce, you may feel overwhelmed by the idea of having to come up with enough ideas. Here are some of our favorite tips to get your creative juices flowing. Listen to your customers and clients. What kind of questions are they asking? What are their concerns? Stay on top of the latest news. Offer your organization s perspective on current events and what they mean for your customers. Try a Q&A. Pick an industry leader or successful customer and ask him or her to do a Q&A on a relevant topic. Interviewing other people makes for great blog content, and it helps build real-life relationships. Keep an eye on the competition. Check out your competitors content and offer your own take. Look at Google Analytics. Pay attention to what visitors are looking for when they come to your website and you ll probably find a few ideas. Technology Seed Marketing and PR Manager Katie Bissel says she looks at industry trends, general news items that are trending and common questions from customers to get content topic ideas. We figure if our customers are asking, others are probably asking as well. Trade shows and conferences are also content goldmines, says Michele Linn, vice president of content at the Content Marketing Institute. Attend the conference in the eyes of your audience. What would they find useful? Then take the best insights you have learned and turn them into a summary blog post or SlideShare. Also, think about ways you can use the content you create to connect with people at the event, and follow up with them after. 11

12 How to Produce All This Content Now that you re brimming with ideas, it s time to figure out who s going to make them a reality. Establish your editorial calendar and make production a priority. Find time to write posts yourself, hire freelancers, have your engineer write a post every now and then whatever it takes, Ivey says. Smaller organizations may need help producing content, especially if they don t have anyone on staff with strong writing or graphic design skills. Almost anyone can get involved in producing content. Technology Seed produces all of its content internally, and not only by the marketing team, Bissel says. Having everyone in the company contribute helps increase the variety of perspectives, which she finds valuable. Finding time isn t easy, but by spreading out the work and making it a priority, you can get it done. 12

13 Remember to Measure Once you start publishing content, you must measure its performance. Measurement is essential to every piece of marketing, especially online, Lofgren says. You ll be able to make better content marketing decisions if you analyze and understand your data, including those that indicate: The best publishing frequency. The best time of day to publish. Which sites drive the most referral traffic. Which topics resonate with your audience. Which platforms drive the most inbound leads. How readers respond to your newsletter list growth, open rates and click rates. There is power in being able to report on the number of leads or other key metrics that your content marketing program has generated, Linn says. 13

14 Conclusion With most B2B software companies using content marketing in some form to attract and connect with prospects and customers, sporadically posting on your blog and social media isn t going to help you get ahead. To establish your company as a thought leader, you ll need to refine your content marketing strategy and organize your team to execute it effectively. We hope the advice and insights in this guide help. If you have questions about reaching decision makers for SMB and enterprise B2B software with content marketing, the Reputation Capital team is here to help. We re content experts and have extensive experience working with tech companies. Contact us today. 14

Written by: Francois Muscat, Digital Marketing Expert

Written by: Francois Muscat, Digital Marketing Expert Written by: Francois Muscat, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. In the past, businesses could get away with sending

More information

How to Plan Your Content with Purpose and Ease

How to Plan Your Content with Purpose and Ease A PRACTICAL GUIDE to BUILDING A KILLER CONTENT STRATEGY How to Plan Your Content with Purpose and Ease A publication of a practical guide to building a killer content strategy Sarah Goliger manages Paid

More information

Your Social Media Starter Kit For Content Marketing

Your Social Media Starter Kit For Content Marketing Your Social Media Starter Kit For Content Marketing L et s assume you ve created a white paper or some other form of content. Doing so involves research, writing, editing, rewriting and design. The cost

More information

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM 8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM Produced by Katie Wilson Aspire Internet Design www.aspireid.com @aspireid Overview... 2 1: Set Goals and Create a Set of Metrics for Your Content Marketing

More information

Social Media and Content Marketing.

Social Media and Content Marketing. Social Media and Content Marketing. A Guide for B2B Marketing Managers. On the Internet, marketing trends come and go faster than ever. Do you remember frames, flash intros, and even visitor counters?

More information

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine HOW TO TURN A Single E-Book Into a 0+ Piece Content Marketing Machine Table of Contents! Introduction. Blogs 2. Audio & Video 3. Promotion 4. Social Media 5. Branding 6. Visual Content 7. Additional Content

More information

The Five Trends That Will Impact Marketing in 2015

The Five Trends That Will Impact Marketing in 2015 The Five Trends That Will Impact Marketing in 2015 PRESENTED BY Sylvia Montgomery, CPSM Chat Live on Twitter! Today s Hashtag: SMPS CEUs Hinge is an SMPS Approved Provider of continuing education units

More information

GUIDE Social Media Strategy Guide. How to build your strategy from start to finish

GUIDE Social Media Strategy Guide. How to build your strategy from start to finish GUIDE Social Media Strategy Guide How to build your strategy from start to finish Social Media Strategy Guide How to build your strategy from start to finish Whether you re a social media coordinator for

More information

Defining Social Media. 7 Golden Rules to Successful Social Media in Business

Defining Social Media. 7 Golden Rules to Successful Social Media in Business Defining Social Media Social media isn t just a handful of social networks, it s anywhere on the web where you can interact and share your thoughts with others, ie most of the internet. It s also not stand

More information

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget.

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget. 1 CNBC s list of the Top 10 Most Stressful Jobs of 2011 revealed that the sixth most stressful job was that of an advertising account executive. The reason today s account executives are so stressed is

More information

SOCIAL MEDIA SUCCESS IN 14 STEPS

SOCIAL MEDIA SUCCESS IN 14 STEPS SOCIAL MEDIA SUCCESS IN 14 STEPS DELIVERING ENGAGING CONTENT ON SOCIAL MEDIA PLATFORMS IS AN EFFECTIVE WAY TO REACH A TARGET AUDIENCE. IN THE LAST FIVE YEARS, SOCIAL MEDIA MARKETING HAS GONE FROM EXPERIMENTATION

More information

How to Optimize Your Web Presence for Lead Generation

How to Optimize Your Web Presence for Lead Generation How to Optimize Your Web Presence for Lead Generation Introduction B2B Buyer behaviour is changing. In Four B2B Buyer Behaviour Trends Changing Business we identified and explored four key trends that

More information

10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine

10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine x _ 10 Steps to Turn Your Website Redesign into an Inbound Marketing Machine Introduction It happens to all organizations. One day you wake up and notice that your company s website needs a major refresh.

More information

8 New Year s Resolutions for B2B Marketers. Take your content marketing to the next level in the new year!

8 New Year s Resolutions for B2B Marketers. Take your content marketing to the next level in the new year! 8 New Year s Resolutions for B2B Marketers Take your content marketing to the next level in the new year! With the new year quickly approaching, there s no better time to start thinking about your marketing

More information

Company Pages and Followers

Company Pages and Followers Company Pages and Followers Relationships That Drive Results 5 steps to engaging followers on LinkedIn linkedin.com.companies 1 Table of contents Intro 03 03 Engage followers 07 01 Establish your presence

More information

Overcoming Your Content Challenges

Overcoming Your Content Challenges Overcoming Your Content Challenges How to create engaging content for your marketing campaigns 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business Coming up with

More information

Five Steps to Inbound Marketing Bliss. Presented by

Five Steps to Inbound Marketing Bliss. Presented by Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop

More information

LINKEDIN CONTENT MARKETING TACTICAL PLAN

LINKEDIN CONTENT MARKETING TACTICAL PLAN LINKEDIN CONTENT MARKETING TACTICAL PLAN TACTICAL PLAN CONTENTS Let's Dive In 3 5 Opportunities for the Taking 4 Your Printable Tactical Plan 5 "Fail to plan, plan to fail": 4 Planning Basics 6 LinkedIn

More information

Paul Mosenson, Founder of NuSpark Marketing

Paul Mosenson, Founder of NuSpark Marketing Paul Mosenson, Founder of NuSpark Marketing For sales and business development people to find and nurture prospects through social media For marketing people to support the sales efforts by providing content,

More information

5 Point Social Media Action Plan.

5 Point Social Media Action Plan. 5 Point Social Media Action Plan. Workshop delivered by Ian Gibbins, IG Media Marketing Ltd (ian@igmediamarketing.com, tel: 01733 241537) On behalf of the Chambers Communications Sector Introduction: There

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

Social media 101. Social Enterprise East of England: Boot Camp. 5 June 2014

Social media 101. Social Enterprise East of England: Boot Camp. 5 June 2014 Social media 101 Social Enterprise East of England: Boot Camp 5 June 2014 Programme How you can build a great personal social media presence Social media strategy essentials How to measure success Community

More information

N 0 6/2014. Social Media Marketing & Analytics for B2B. parathink TM

N 0 6/2014. Social Media Marketing & Analytics for B2B. parathink TM N 0 6/2014 parathink TM Social Media Marketing & Analytics for B2B Plan, track, analyze and optimize your online visibility to bring customers to your site. (A quick-reading parathink briefing for really,

More information

Lead Generation Blueprint for Effective Inbound Marketing

Lead Generation Blueprint for Effective Inbound Marketing Lead Generation Blueprint for Effective Inbound Marketing 2014 Jason and Nikki Christiansen, Internet Media Consultants 1 Page What every business owner needs to know about generating more quality leads.

More information

Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can do to keep them.)

Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can do to keep them.) Special Bonus: Lead Nurturing Workbook to help you optimize your content and stop losing leads. Attention B2B Marketing Professionals: Why you could be losing up to 80% of your sales (and what you can

More information

How Can I Sculpt a Plan to Start Inbound Marketing

How Can I Sculpt a Plan to Start Inbound Marketing How Can I Sculpt a Plan to Start Inbound Marketing An Effective Marketing Method for Doing Business Online By Courtney McElroy, CEO Marketing Force 1 How Can I Sculpt a Plan to Start Inbound Marketing

More information

How to Create a Content Strategy to Drive Each Stage of the Sales Funnel

How to Create a Content Strategy to Drive Each Stage of the Sales Funnel How to Create a Content Strategy to Drive Each Stage of the Sales Funnel 1 How to Create a Content Strategy to Drive Each Stage of the Sales Funnel Copyright 2014 Mooloop Ltd All Rights Reserved You re

More information

Using Social Media to Grow Your Brand. www.parkerwhite.com life@parkerwhite.com we give brands life

Using Social Media to Grow Your Brand. www.parkerwhite.com life@parkerwhite.com we give brands life Using Social Media to Grow Your Brand www.parkerwhite.com life@parkerwhite.com we give brands life INTRODUCTION: Why Social Media? Social media is powerful because of its authenticity people take messages

More information

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE TABLE OF CONTENTS It s Time to Cut the Content Waste 4 Identify Your Theme 7 Build Your Pillar 9 Distribute the Content 16 Optimize and Repeat 21 Appendix: Multi-Channel Content Distribution Examples 23

More information

Increase your leads and sales with the right content marketing strategy

Increase your leads and sales with the right content marketing strategy Increase your leads and sales with the right content marketing strategy #LexisContentMarketing Join in the discussion LexisClick s vision The digital marketing experts for ambitious SMEs on their journey

More information

DEVELOPING A SOCIAL MEDIA STRATEGY

DEVELOPING A SOCIAL MEDIA STRATEGY DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social

More information

The 75 Essential Content Marketing Stats You Need To Know

The 75 Essential Content Marketing Stats You Need To Know The 75 Essential Content Marketing Stats You Need To Know Everything from budgets to metrics to effectiveness. Here s what s happening with content marketing right now. What is Content Marketing? Content

More information

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND 1 BIGSHOT ' s ALL-INCLUSIVE MARKET ING SOLUTION...can provide you with the right content, expert design work, and marketing

More information

Inbound Marketing The ultimate guide

Inbound Marketing The ultimate guide Inbound Marketing The ultimate guide La Casita Del Cuco.EBOOK Inbound Marketing - The ultimate guide Version _ 02 Date _ September 2015 Introduction Inbound Marketing is a marketing philosophy which has

More information

Content Marketing. Strategies

Content Marketing. Strategies Content Marketing Strategies Terms and Conditions LEGAL NOTICE The Publisher has strived to be as accurate and complete as possible in the creation of this report, notwithstanding the fact that he does

More information

TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn

TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn L I N K E D I N C O N T E N T M A R K E T I N G TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn TACTICAL PLAN CONTENTS Let's Dive In 3 5 Opportunities for the Taking 4 Your

More information

WHITE PAPER Closing the Loop on Social Leads. A Hootsuite & 2DiALOG HubSpot White Paper

WHITE PAPER Closing the Loop on Social Leads. A Hootsuite & 2DiALOG HubSpot White Paper WHITE PAPER Closing the Loop on Social Leads A Hootsuite & 2DiALOG HubSpot White Paper Closing the Loop on Social Leads A Guide to Measuring Social Media Lead Generation Social media has outgrown its infancy

More information

Guide to Digital Marketing for Business-To-Business (B2B)!

Guide to Digital Marketing for Business-To-Business (B2B)! o2markit consulting ltd Guide to Digital Marketing for Business-To-Business (B2B) A brief guide aimed at small business or start-up executives who are not Marketing professionals but who need to understand

More information

B2B Content Marketing 101. WIFM: What s in it For Me

B2B Content Marketing 101. WIFM: What s in it For Me B2B Content Marketing 101 WIFM: What s in it For Me 78% of CMOs think custom content is the future of marketing. (Hanley Wood Business Media) out 8 10 of CMOs believe custom content should be an integral

More information

B2B Social Media Marketing LeadFormix Best Practices

B2B Social Media Marketing LeadFormix Best Practices Introduction Social media marketing is quickly becoming one of the most popular marketing techniques for B2B enterprises. Forrester Research predicts that companies will spend some $3.1 billion annually

More information

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK ADVANCED THE ECOMMERCE MARKETING GUIDE TO FACEBOOK A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches

More information

LINKEDIN CONTENT MARKETING. TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn

LINKEDIN CONTENT MARKETING. TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn LINKEDIN CONTENT MARKETING TACTICAL PLAN A daily playbook for successful content marketing on LinkedIn TACTICAL PLAN CONTENTS Let's Dive In 3 4 Opportunities for the Taking 4 Your Printable Tactical Plan

More information

What You Need to Know Before Distributing Your Infographic

What You Need to Know Before Distributing Your Infographic What You Need to Know Before Distributing Your Infographic Improve your audience outreach efforts by learning why and how to use the best social, owned and earned platforms available. Targeting specific

More information

wishpond EBOOK A Simple Guide wishpond.com

wishpond EBOOK A Simple Guide wishpond.com A Simple Guide to Blogging for Business wishpond.com Table of Contents Chapter 1 Why Blogging is Important for your Business 5 Chapter 6 5 Tips to Increase Blog SEO 24 Chapter 2 Target Markets for Blogging

More information

How to Make a Smashing B2B Content Marketing Plan

How to Make a Smashing B2B Content Marketing Plan Marketing Automation How to Make a Smashing B2B Content Marketing Plan. Table of Contents Content Marketing - an Integral Part of Inbound Marketing Build a Content Marketing Plan - Set Your Company Goals

More information

Professor: David Shepherd

Professor: David Shepherd CLASS 11 Taking Your Sales Process Inbound Professor: David Shepherd Inbound Certification Brought to you by HubSpot Academy 1 WHAT IS INBOUND SALES? TRADITIONAL INBOUND vs. TRADITIONAL INBOUND Cold

More information

Social Media and Content Marketing. A Guide for B2B Marketing Managers

Social Media and Content Marketing. A Guide for B2B Marketing Managers Social Media and Content Marketing. A Guide for B2B Marketing Managers Social media and content marketing. A guide for B2B marketing managers On the Internet, marketing trends come and go faster than ever.

More information

THE MINIMALIST CONTENT MARKETING STRATEGY

THE MINIMALIST CONTENT MARKETING STRATEGY THE MINIMALIST CONTENT MARKETING STRATEGY A simple guide to developing a content marketing strategy BY CALIN YABLONSKI @calindaniel Getting Started Step 1: Clarify your objectives In a world of pushy advertising

More information

Modern Marketing Playbook

Modern Marketing Playbook The Modern Marketing Playbook REVENUE RIVER copyright 2014 Introduction: If your business has struggled to find your digital marketing identity, the problem is likely in the plan or the execution. Or both.

More information

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE How to make online lead generation work for your business Firstbase INTRODUCTION INTRODUCTION In today s digital world, online lead generation

More information

Building an Effective Approach

Building an Effective Approach White paper Getting Started with Content Marketing Building an Effective Approach Executive Summary For the marketer who has long been responsible for the website, the shift to a content marketing mindset

More information

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING advanced THE 3-STEP MARKETING AUDIT: HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING Learn How To Find Valuable Insights About Your Lead Conversion Experience By Running a HubSpot Customer Audit A

More information

Essential. Guide to Inbound Marketing. For Business Owners & Executives. The

Essential. Guide to Inbound Marketing. For Business Owners & Executives. The The Essential Guide to Inbound Marketing For Business Owners & Executives a g u i d e f o r i n c r e a s i n g r e v e n u e a n d g e n e r a t i n g i n b o u n d m a r k e t i n g l e a d s f a s t

More information

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing There s a new, yet not so new way to market your business these days, and it s a term called Inbound Marketing. Inbound marketing may

More information

WHAT IS LEAD GENERATION?

WHAT IS LEAD GENERATION? wowanalytics WHAT IS LEAD GENERATION? Lead Generation: the beginning... In today s business market, generating new business is becoming increasingly difficult. With attention space scarce, companies need

More information

HOW TO CHOOSE A DIGITAL MARKETING AGENCY

HOW TO CHOOSE A DIGITAL MARKETING AGENCY Guide: HOW TO CHOOSE A DIGITAL MARKETING AGENCY Make sure they practice what they preach. CONTENTS 3 Introduction 4 Website 6 8 10 SEO 12 Content Marketing Inbound Marketing Social Media Marketing 14 Conclusion

More information

AIA Michigan s Social Media Marketing Course

AIA Michigan s Social Media Marketing Course AIA Michigan s Social Media Marketing Course Welcome to the AIA Michigan s Social Media Marketing Course You are now officially on your way to getting a strong foundation of how you can market your business

More information

The six key marketing challenges facing recruitment firms today

The six key marketing challenges facing recruitment firms today The six key marketing challenges facing recruitment firms today September job opportunities across the UK were up by 16% year-on-year according to research statistics from Reed, and while the British economy

More information

2016 Seminar Catalog

2016 Seminar Catalog 2016 Seminar Catalog A GUIDE TO IMPACTFUL WORKSHOPS DESIGNED TO GROW YOUR BUSINESS Dear speaker/educational coordinator I'm a Constant Contact Authorized Local Expert in the Jacksonville area. In collaboration

More information

How to Attract Attention to Your Brand

How to Attract Attention to Your Brand How to Attract Attention to Your Brand In marketing, your goal is to attract and stay top of mind with a wide audience of good prospects. After all, if you aren t, someone else is (Hint: Your competitor).

More information

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015 STATE OF B2B CONTENT MARKETING 2015 Research Report - Jan 2015 WHO WE SPOKE TO The respondents we surveyed were predominantly B2B marketers. Over half of them offered a mix of product and services; one-third

More information

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by Marketing Report 2013 survey results Sponsored by Yesler Software Shortlist Maximizer Hanley Wood Introduction B2B buyer behavior has been changing dramatically over the last few years as buyers become

More information

THE CONTENT MARKETING GUIDE. How We Drive Rankings And Traffic With Content?

THE CONTENT MARKETING GUIDE. How We Drive Rankings And Traffic With Content? THE CONTENT MARKETING GUIDE How Drive Rankings And Traffic With Content? 1 P a g e TABLE OF CONTENTS I. Introduction: Ranking with Content Marketing - Page 2 II. Our Writing and Marketing Blend - Page

More information

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know By Cary Baskin Managing Partner The Marketing Department Malvern, PA Copyright, November 2013, The Marketing Department, Malvern, PA. All

More information

Online Marketing Training

Online Marketing Training Online Marketing Training Level: 1 Duration: 3 Days Time: 9:30 AM - 4:30 PM Cost: 697 Overview Online Marketing is all about ensuring your business, product or service is maximising the potential of the

More information

5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS

5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS 5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS PRESENTED BY Satisfying the consumer s need for useful content requires an authentic, organic, and dedicated voice that leverages the reputations

More information

B2B Social Media Marketing

B2B Social Media Marketing B2B Social Media Marketing 1 Introduction Social media marketing is quickly becoming one of the most popular marketing techniques for B2B enterprises. Social media spending as a percentage of the marketing

More information

JB Media Institute Bootcamp

JB Media Institute Bootcamp Welcome to the JB Media Institute Bootcamp 1:00 2:00 PM Marketing in 2015 and Beyond Presenter: Sarah Benoit, Director of Training and Lead Instructor for the JB Media Institute 2:15 3:15 PM Search Marketing

More information

Using Original Content to Generate Online Visibility, Web Site Traffic and Sales Leads

Using Original Content to Generate Online Visibility, Web Site Traffic and Sales Leads Using Original Content to Generate Online Visibility, Web Site Traffic and Sales Leads Executive Summary This is part 2 of our 3-part series on how to effectively use your web site, original content, and

More information

Inbound Marketing Strategies Dahlia Benaroya Dahlia Web Designs LLC 1-888-7-DAHLIA

Inbound Marketing Strategies Dahlia Benaroya Dahlia Web Designs LLC 1-888-7-DAHLIA Inbound Marketing Strategies Dahlia Benaroya Dahlia Web Designs LLC 1-888-7-DAHLIA The business world is advancing day by day, through valuable marketing and promotions. What is the procedure of this unbeaten

More information

A Business Owner s Guide to: Lead Nurturing

A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing Did you know that when people visit your website, 95% of them are merely conducting research? In fact, only 5% of

More information

Bigfork Present: Planning for Relevant Traffic

Bigfork Present: Planning for Relevant Traffic Bigfork Present: Planning for Relevant Traffic Part of our successful website planning process is to look at driving relevant traffic to the new website. This article looks at why and how we decide to

More information

7 Things Your Competitors Can Teach You about Marketing Your Cloud Backup Services

7 Things Your Competitors Can Teach You about Marketing Your Cloud Backup Services 7 Things Your Competitors Can Teach You about Marketing Your Cloud Backup Services Have you looked at how your competitors are going to market? Outlined below are 7 things that your competitors are doing

More information

Join the conversation. #SherpaWebinar

Join the conversation. #SherpaWebinar Watch a video recording of this webinar to see Daniel Burstein interview Eric Webb, Senior Marketing Direction, Corporate Marketing and Brand at McGladrey and answer questions from the audience. Click

More information

How to Create an Effective Inbound Marketing Campaign

How to Create an Effective Inbound Marketing Campaign How to Create an Effective Inbound Marketing Campaign TwinEngine is proud to partner with HubSpot, makers of all-in-one marketing software another tool to help our clients online marketing take off! Visit

More information

Managed Service Marketing

Managed Service Marketing Managed Service Marketing Produce Deliver Design Measure Enterprise Marketing on an SMB Budget. The Problem: Your Prospects are Shopping Without You They self educate and do whatever it takes to thin the

More information

USING SOCIAL MEDIA EFFECTIVELY TO MAKE

USING SOCIAL MEDIA EFFECTIVELY TO MAKE [Type text] 3/23/2012 HMI USING SOCIAL MEDIA EFFECTIVELY TO MAKE THE MOST OF YOUR FARM BUSINESS Contents What Is Inbound Marketing?... 2 Part I: Introduction to Inbound Marketing... 3 Part II: Get Found

More information

Content Marketing Fundamentals

Content Marketing Fundamentals COURSE Content Marketing Fundamentals LEARNING HOOT 100 GUIDE Courseware Course Level: Intermediate This course is for those looking for guidance on using content (e.g., blog posts, e-books, white papers,

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

Amplify Conversations to Convert Prospects to Customers. B2B Event Marketing Tactics Workbook

Amplify Conversations to Convert Prospects to Customers. B2B Event Marketing Tactics Workbook Amplify Conversations to Convert Prospects to Customers B2B Event Marketing Tactics Workbook In this part-guide, part-workbook, get to know the tactics of B2B event marketing and how to make it work for

More information

Marketing Automation RFP and Planning Guide

Marketing Automation RFP and Planning Guide Marketing Automation RFP and Planning Guide A Publication of 2 An RFP should help your company identify the right partner to support your marketing goals for many years to come. Finding the right marketing

More information

Filling. Funnel. the. A small business guide to Inbound Marketing. Get found. Get liked. Get Business. By Bob Brill. Filling the Funnel.

Filling. Funnel. the. A small business guide to Inbound Marketing. Get found. Get liked. Get Business. By Bob Brill. Filling the Funnel. Filling the Funnel. Filling the Funnel A small business guide to Inbound Marketing By Bob Brill Get found Get liked Get Business A small business guide to Inbound Marketing. Get found Get liked Get Business

More information

The objective setting phase will then help you define other aspects of the project including:

The objective setting phase will then help you define other aspects of the project including: Web design At the start of a new or redesign web project, an important first step is to define the objectives for the web site. What actions do you want visitors to take when they land on the web site?

More information

STATE OF B2B SOCIAL MEDIA MARKETING 2015

STATE OF B2B SOCIAL MEDIA MARKETING 2015 STATE OF B2B SOCIAL MEDIA MARKETING 2015 Research Report - June 2015 WHO WE SPOKE TO In a study that we did earlier this year on B2B marketing trends 1, we asked our respondents which distribution channels

More information

Inbound Digital Marketing Proposal Webfactories

Inbound Digital Marketing Proposal Webfactories Inbound Digital Marketing Proposal Webfactories Prepared For Sample Company SAMPLE COMPANY Created By Richie Parsotan Webfactories orders@webfactories.biz http://www.webfactories.biz Proposal Letter Sample

More information

How to Drive Maximum Returns on Content Marketing with Effective Distribution

How to Drive Maximum Returns on Content Marketing with Effective Distribution How to Drive Maximum Returns on Content Marketing with Effective Distribution With the rapid uptake of content marketing, more and more marketers across industries are crafting content strategies, building

More information

$ $ HOW TO TURN FACEBOOK FANS INTO PAYING CUSTOMERS. A Guide to Using Facebook to Improve Lead Generation and Increase Sales.

$ $ HOW TO TURN FACEBOOK FANS INTO PAYING CUSTOMERS. A Guide to Using Facebook to Improve Lead Generation and Increase Sales. 1 HOW TO TURN FACEBOOK FANS INTO PAYING CUSTOMERS g$ $ $ A Guide to Using Facebook to Improve Lead Generation and Increase Sales A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook

More information

CONTENT MARKETING STRATEGY

CONTENT MARKETING STRATEGY CONTENT MARKETING STRATEGY HOW TO CREATE A HIGH IMPACT CONTENT MARKETING PROGRAM ABSTRACT» Content marketing is everywhere. As the web and social media have become integral parts of all of our lives, large

More information

ONLINE MARKETING FUNDAMENTALS

ONLINE MARKETING FUNDAMENTALS ONLINE MARKETING FUNDAMENTALS How to Get More Customers and Supporters Online By Shane Rasnak www.shanerasnak.com What We ll Be Covering Why most organizations get terrible results with online marketing

More information

CONTENT MARKETING FOR LEAD GENERATION

CONTENT MARKETING FOR LEAD GENERATION FOR LEAD GENERATION WHY IS CONTENT MARKETING IMPORTANT? Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as the marketing technique of

More information

10 ways Professional Service companies can increase their profits through marketing

10 ways Professional Service companies can increase their profits through marketing 10 ways Professional Service companies can increase their profits through marketing A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com Introduction Traditionally

More information

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights How to Audit Your Marketing Strategy The Purpose of an Audit How to Conduct an Audit Audit Topics and Questions Applying Your Insights @ @ Boost Your Marketing ROI with a Marketing Audit What s the best

More information

STRATEGIES FOR SUCCESSFUL LEAD GENERATION By Steve Stepinoff President/Partner

STRATEGIES FOR SUCCESSFUL LEAD GENERATION By Steve Stepinoff President/Partner STRATEGIES FOR SUCCESSFUL LEAD GENERATION By Steve Stepinoff President/Partner What is Lead Generation anyway? Why do I need it? Is it important? Of course it is important! Lead Generation strengthens

More information

Online and Social Media Marketing Certificate Program. Syllabus

Online and Social Media Marketing Certificate Program. Syllabus Online and Social Media Marketing Certificate Program Syllabus Instructor: Karen Porter The Online Marketing and Social Media Certificate program is designed to give its students a practical education

More information

digital mums THE Strategic Social Media Manager Programme COURSE BROCHURE

digital mums THE Strategic Social Media Manager Programme COURSE BROCHURE digital mums THE Strategic Social Media Manager Programme COURSE BROCHURE About Digital Mums Digital Mums are a new kind of social media solution. We take the natural talents and skills of mums, add some

More information

Content, Connectivity & Convergence. A Shared Strategy For Your Nonprofit Organization

Content, Connectivity & Convergence. A Shared Strategy For Your Nonprofit Organization Content, Connectivity & Convergence A Shared Strategy For Your Nonprofit Organization No matter the size or budget of your organization, content is powerful enough to level the playing field. Ubiquitous

More information

TOP 5 MARKETING TRENDS

TOP 5 MARKETING TRENDS TOP 5 MARKETING TRENDS WITH MARKETING TRENDS CHANGING RAPIDLY, it s imperative that today s healthcare marketers remain ready to adapt. Recently, Healthcare Data Solutions surveyed over 1 million Physicians

More information

You ve Got A Social Media Site Now What? Liz Gross Social Media Strategist, Great Lakes Presented at the WASFAA Conference April 14, 2014

You ve Got A Social Media Site Now What? Liz Gross Social Media Strategist, Great Lakes Presented at the WASFAA Conference April 14, 2014 You ve Got A Social Media Site Now What? Liz Gross Social Media Strategist, Great Lakes Presented at the WASFAA Conference April 14, 2014 What We ll Cover Today 2 Content Types How to find it How to write

More information

Promoting your presence at the show

Promoting your presence at the show 5/6 Promoting your presence at the show Market your way to exhibition success Exhibiting at a show is both a serious commitment and a major opportunity. It can be a very effective part of your marketing

More information

presented by Maxmail

presented by Maxmail presented by Maxmail What s Inside Thinking of email marketing for your business? Well you ve made the right choice. The guys at Marketing Sherpa suggest that email marketing results in an ROI of 119%

More information