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Great Content Marketing Lessons from SAP

Lee Odden at Fusion Marketing Experience Antwerp 2012 - source

Lee Odden, one of the speakers at Content Marketing World 2012, posted a series of blog posts with interviews about content marketing. The different interviews were also summarized in a great eBook. A content marketing success example about content marketing to promote Content Marketing World 2012! Lee, who launched his book Optimize in Europe at our Fusion Marketing Experience Antwerp 2012 conference among others interviewed Michael Brenner from SAP on content marketing. Michael Brenner, Sr. Director, Global Marketing at SAP, believes that he has spent his entire career doing content marketing. The difference now is that people are more aware of the role of effective content in marketing strategies. However, according to Brenner, good marketing has always been less about promotion and more about helping buyers, and the current push toward content marketing simply reflects this. What other content marketing lessons does Brenner have? … [Read more...]

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Content Marketing Evolutions and the Essence of Successful Content

The three factors of successful content according to InboundWriter

Content marketing ranks high on the agenda of most marketers. Buyers increasingly seek content to inform themselves and prepare their buying journey as a recent survey showed. Succesful content needs to be optimized for our goals and those of our readers. Facts and data. Although there is a clear evolution towards more 'visual' forms of content, eBooks, blog posts and other written content marketing formats remain important too. The fact that search engines are still crucial sources of traffic plays a big role here. Blog post headlines are good ways to attract attention, for instance. … [Read more...]

Filed Under: Content marketing, Inbound marketing, Infographics, Search engine marketing, Social media marketing Tagged With: , ,

Research: B2B Buyers Want Content

Channels used by B2B buyers to help find information - source Base One

Are you looking for proof that content marketing is the way to go in B2B marketing? You have it. There are many resources showing how important content is, how blogging reduces the cost per lead and why content marketing is an essential part of the marketing mix. However, there is just one solid way, besides actual demonstrated return, to make the case for content marketing: the behavior of the B2B buyer… Base One, helped by B2B Marketing, Research Now and McCallum Layton just released the 2012 results of their annual Buyersphere survey, looking at changing B2B buyer behavior in four European markets. … [Read more...]

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Content Marketing: Content and Blog Frequency

Content Marketing Evangelist Joe Pulizzi

Content marketing is marketing. So it should serve your business goals, take into account the needs and the behavior of your different ‘audience’ segments and finally be relevant from the perspective of costs, benefits and resources. These elements have an impact on the frequency of putting out content via the different channels you use. Frequency is important, but it doesn’t mean you should create content on all platforms every day. Let’s take blogging as an example. When you blog you create expectations among your readers, also regarding frequency. If you blog a lot for a while, and then you stop, it’s impossible to create a valuable and lasting dialogue. Setting these expectations at the beginning is important. Find the right mix and certainly do the math on the cost and return on your blog efforts, compared to the needs of your readers and direct and indirect goals. … [Read more...]

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5 Things Social Media can Learn from Radio

5 Thing Social Media Can Learn From Radio

It may surprise you that social media shares some qualities with the more traditional medium of radio. Obviously the technology is very different, but there is a good deal which bloggers and social media people can learn from radio done right. Here are five key things social media can learn from radio: … [Read more...]

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B2B Content Marketing: How are European Marketers Applying it?

B2B Content Marketing: What is it & How are European Marketers Applying it?

Content marketing is one of those terms that are tossed around a lot today and not well understood by many marketers. To put it as simply as possible, content marketing is about providing valuable content to your prospects and customers via a variety of channels. Content marketing is not a sales brochure or a spec sheet or anything of that sort. Content marketing is not just sterile data, but insight coming from expertise. You’re adding value to the product by showing people not what it does, but what people do with it. You have to think more like an editor and ask yourself what serves the interests of customers and prospects. What’s going to get them talking about your brand or your product?  Take off the sales hat, don the editor’s hat and ask yourself if the content serves the reader. That’s a good baseline to start from. … [Read more...]

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Consumer Choice is the Silver Lining of Cloud Computing

Consumer Choice is the Silver Lining of Cloud Computing

The recent launch of Amazon’s cloud player (upload your MP3s and listen anywhere)  has brought the cloud concept front and centre for the general public. Up until now most of the discussion has been focused on how cloud computing will help business with IT and development. Now such companies as Microsoft and Amazon are demonstrating the relevance of cloud computing to consumers. Cloud computing is the foundation from which a whole new entertainment structure will be built. TV will fundamentally change and become more social (interactive) and that programming will travel wherever you go. No more bad TV in foreign hotel rooms! Just access your favourite content on demand from your smartphone or tablet and watch it. The lines between the different entertainment and information channels will blur and eventually cease to exist and “on demand” will be the standard. Cloud and mobile are bringing us to an epoch in technology where it will move with us rather than us having to come … [Read more...]

Filed Under: Brand marketing, Cross-channel, Opinion Tagged With: , , , ,

Whitepaper: B2B Blogging Trends in 2011

B2B Blogging Trends in 2011

B2B blogging can be tricky, but rewarding all the same. The hardest question may well be whether you even want to start one in the first place. That’s one of the questions the folks from Aggregage posed to a number of B2B blogging thought leaders in a new whitepaper titled: B2B Blogging Trends in 2011. It’s a 42 page snappy presentation of tips and insight which will help your organization make the right moves when it comes to blogging for business. And when you consider that only 50% of businesses out there have blogs, you can see the need for some thoughtful expert advice in this area. As well, it also means that opportunities to leverage blogging and establish your company as an authority abound in the coming year. Amazingly, with one of the most powerful marketing tools in existence today, you still have time to get in on the ground floor! After reading this report with the wealth of insight from people such as Jay Baer, Tom Pick, Samir Balwani and Erik Qualman, you … [Read more...]

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What Makes Good Online Marketing Content?

What Makes Good Online Marketing Content?

  I once worked with a broadcaster who hosted the morning drive show in Ottawa, Canada. We were having lunch one day and I asked him how he prepared for his show. He explained his secret show prep method to me and as I listened, my jaw slowly started to descend. About twice a week he would board a random city bus in rush hour and ride along for an hour or two, listening to what people were talking about. Again randomly, he would choose a stop to get off at near some local breakfast diner and go in for a coffee. Once again, his objective was to be the “fly on the wall” and eavesdrop on what the talk of the day was. According to him, about one trip a week provided more than enough show prep. Doing this allowed my colleague to discern what issues were relevant and resonating with people in his market. By being aware of what people were talking about, he was able to add his own voice to the discussion and feed the conversation further. I was reminded of this when I … [Read more...]

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Leverage Social Media Effectively And Increase Conversion Rates

Bryan Eysenberg

Bryan Eisenberg and his brother, Jeffrey, need no introduction. The have written books with titles such as ‘Persuasive Online Copywriting: How to Take Your Words to the Bank’, ‘Call to Action: Secret Formulas to Improve Online Results’ and 'Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing '. An interview about social media and content with conversion specialist Bryan. After all, there is a strong correlation between content, search, conversion and social media. My first question for Bryan was how, according to him, topics such as creating relevant content and conversion have been affected by social media. People create content for two reasons Bryan says that the most obvious thing is that social media have shown the content gap that companies have neglected for so long. I can only fully agree with that. Bryan continues: “Consumers create content for two reasons: 1. the company failed to adequately answer the questions … [Read more...]

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Blogs Are the Hubs of the Social Network Ecosystem

Blogging

Many businesses don't have a blog yet. Too bad since blogs are really social media hubs and more. But there is hope. Since blogs are almost a must for all businesses that want to do "something" with social media. A little more than a decade ago many companies had no websites. And if they had one, it was often no more than some online brochure. Now, for most businesses their website is a critical part of their daily basis and a hub where various online and offline activities start and come together. In little over ten years the corporate site has become a crucial component of the marketing and communication strategy. Today companies face a new challenge: social media. Actually, the challenge is not that new but the success of social media and the fact that people continuously want more control over the communication process and tap into their social networks force companies to use social media as well. Social media, including blogs, are so frequently used by people - and thus … [Read more...]

Filed Under: Content marketing, Social media marketing Tagged With: , , ,

Measuring ROI on Content Marketing and Creation

Business goals metrics and ROI

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult. I asked a panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Share one example of ROI tool/strategy that has worked either for you or your client." Ardath Albee: "Depth of Engagement" Ardath Albee is a B2B Marketing Strategist. Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. She empowers her clients to create customer-centric nurturing programs that leverage strategic story development to engage prospects until they are sales ready. Ardath’s book, eMarketing Strategies for the Complex Sale is now shipping! Ardath's ROI on Content Marketing Tip B2B … [Read more...]

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Developing A B2B Content Promotional Strategy In 7 Steps

digital content and publishing concept

We talk a lot about B2B content creation, but content promotion is equally important. When you want to promote your latest eBook, white paper or any other offer, there are two things to consider: Where do you want to promote your offer What message do you want to communicate? By answering the seven questions below, you can focus your thoughts and streamline your efforts. What is your objective? Be specific about the goal of your offer. For instance, do you want to generate leads, build a list, create buzz or establish yourself as a thought leader? Your decision in this area is one of the determining factors to decide if you should require registration for your white paper, eBook or other B2B content. Who is your target audience? I'm a big believer in targeting each promotion to a very specific audience; a one-size-fits-all approach usually results in nebulous offer that resonates with no one. To hone in on important prospect details, I suggest creating a buyer … [Read more...]

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Content Marketing: When Stories, Emotions and People Meet

Joe Pulizzi

Content, my passion, has for many years been treated as the ugly duckling of the online marketing universe. Today however, this seems to have changed. Or better, from the European perspective I maybe should say “it starts to change”. Yes, I'm talking about content marketing. Exchanging ideas and thoughts on content marketing with some European friends, content marketing evangelist Joe Pulizzi, Bob Gilbreath and Wunderman's David Sable, confirmed a lot of viewpoints and resulted in new ideas and views. This post is the start of a series of posts covering these thought exchanges. Those who provide pertinent content in a creative way and in function of the customer or prospect, his preferences and the touchpoints across his buying journey have an enormous, competitive advantage. … [Read more...]

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Content Marketing: Marketers Finally Start Looking Inside the Box

content box concept

Interactive marketers know since many years that content is crucial. Content is what conversion and conversation with customers and prospects is based on. As been beautifully put to words by management expert Bob Boiko, a website without content is an empty box. Without content there are no emails, no white papers, no landing pages, no blogs, etc. Welcome to content marketing. Online content comes in all weights and measures. Since a couple of years, content is (finally) getting the attention it deserves. And lately, also non-written forms of online content gain attention. For example, think of online video or slideshare presentations. But first and foremost, Internet is still a textual medium, especially when it comes to marketing. It's the words in SEA that generate clicks. An email's subject line is one of the most important reasons why the mail will be opened. The same goes for the words used in a call-to-action in an ad or on a website. They determine if the beholder decides … [Read more...]

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How Content Travels and Works in Social: Stories and People

content marketing story sharing concept

Content is a key element in all forms of marketing: without good and relevant content there are no emails, there is no sharing and your site or blog doesn’t rank in search engines. Certainly in this era where people actively seek information that is pertinent for their needs, questions or buying journey, personalized and valuable content is crucial. However, content in a social context is about more than that. With the heritage of traditional views on marketing deeply rooted in our thinking, we still too often tend to look at the media and channels more than at the content. On top of that, we often value the content we create more than what it is ultimately about: what do people want to receive or find when and how. People, their needs and the networks they use So the starting points of content in a business or media context are the customer/consumer and the business goals we want to achieve (the “Why”). If our purpose is to generate traffic and buzz, regardless of the … [Read more...]

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A Good Reason to Invest in B2B Marketing Content: Sales

B2B marketing

Content marketing is about conversations, conversion, value, social media, lead nurturing, acquisition, inbound and outbound. But in the end it's about Sales 2.0, regardless of the medium. Content plays such a crucial role in this digital era that a new discipline has evolved around it: ‘content marketing’. Content is important in both B2C and B2B marketing but as a B2B marketer I would like to look with you briefly at how content is used in lead management, customer interactions and how B2B content marketing ultimately is…sales. Even though the name ‘content marketing’ is relatively new, the use of content in B2B marketing isn’t. We all have been using white papers to generate leads for decades and we have always known that content is crucial in engaging email recipients, having our websites found and providing our customers with valuable information. However, content marketing is more than that and the fact that a new 'school' as it were, has arisen around it, … [Read more...]

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