Live events. Do you remember them? With inspiring key-notes, spontaneous meetings and a great party halfway through? Last year, getting inspired this way was not an option. But events are back. And I happen to love Content Marketing World. Ahead of this Content Marketing Institute (CMI) flagship event in September, I had the opportunity to speak with bestselling author Robert Rose, CMI’s inspirational Chief Strategy Advisor. Robert helps manyRead more
Getting started with Buyer Journey Content Mapping Mapping content to the buyer journey is and essential success factor in B2B content marketing. Content should always be thought of in terms of the buyer perspective. Naturally many organizations are used to communicating from their own context, resulting in messages from themselves or regarding the products or services they offer. But in B2B content marketing we want to map content toRead more
Executing B2B content marketing programs involves a broad scope of roles and competences. So a condition for success is having the right person for the job. Managing the proven 7 step approach to B2B Content Marketing discussed in our e-book can best be done by a ‘T-shaped content marketer’. The T-shaped marketer is the ultimate all-rounder. A T-shaped content marketer is a seasoned content marketer with expertise in multipleRead more
There is no doubt that the coronavirus has a major impact on how you do business, calling for adjustments in your B2B content marketing approach. HubSpot measured a collapse in total ‘deals created’ over the last weeks in their CRM data. This implies a big impact on the commercial process, expected revenues for this year and the role of marketing to bend the curve. So how should B2B contentRead more
How to get started with your B2B marketing strategy Finding it difficult to get started with defining a B2B marketing strategy for your small business? Just start with a simple starting point: ‘do what you say, say what you do’. When it comes to B2B content marketing, the urge can be to present things better and more beautiful than they in fact are. But when you tell tall tales,Read more
How can you set up an owned, earned & paid media model for B2B content marketing? It’s an essential question, as high-quality content that is mapped to the buyer journey of potential customer is worthless if it is invisible to the DMU. In order to bring across content effectively to the target audience, you need to think long and hard about the owned, earned and paid media model youRead more
When your B2B marketing plan and content strategy are in place, the actual content creation phase can start. Research has shown that the content creation is seen as one of the biggest challenges for small businesses in marketing. It’s not just authors who suffer from ‘writers block’, entrepreneurs, consultants, business owners and actually complete organizations face this challenge. Creating content in itself is challenging, however, due to the rapidRead more
For a long time, B2B marketers assumed that business decisions were primarily based on rational motivations. Anticipation based on emotion was an exclusive territory for B2C marketers. However, it’s becoming increasingly apparent that emotion plays an important role in B2B as well. Emotion and rationale are two power fields that together — sometimes in agreement but sometimes in conflict — come to a decision. It’s not one or theRead more
In B2B content marketing the production of sufficient, appealing high quality content has been one of the biggest challenges. Additionally, the best content is in the heads of different employees, and not everyone is keen to start writing blogs, participating in webinars and taking part on social media. Facilitating the organization is of great importance. And when the decision is made to outsource the creation of content, the messageRead more
It’s often argued that content marketing has come to fruition in the past decade due to the rise of different technologies. The combination of the internet, mobile technology, cloud computing and social media has made it far easier for companies to communicate with their audience like publishers. But the success of content marketing is not due to the rise of internet technology. Its history goes way back, lets lookRead more