Are you looking to build your B2B brand? In this era of inbound marketing, the focus is all digital. The internet is where your B2B brand will flourish (or perish), so it makes sense to concentrate your marketing efforts on strengthening your digital footprint. In this blogpost, we’ll look at the three main components of your organization’s digital presence – your website, blog and activities...
A Living Stone Introspective
There’s a big difference between content publishing and content marketing. Content publishing is more or less just putting content up on your website or social media channels, and hoping it will be of interest to somebody. The goal of content marketing, on the other hand, is to get your prospects to do something, to alter their behavior as it relates to your company and product.
It’s not hard to create content today. After all, there are thousands of content mills in operation, churning out endless streams of content. And automated content creators and content bots, which are getting better and better at creating content, are poised to help meet the internet’s limitless need for fresh content.
Video is emerging as a key digital marketing trend for B2B marketers, opening up powerful new ways to connect with prospects and customers. The B2B marketers who use it report that video is more successful at converting customers than any other technique.
Every year, the inbound environment gets more complicated, with new technologies adding greater complexity to the mix – and making your planning even more challenging. As you put the finishing touches on your inbound marketing strategy for 2018, here are 5 options to consider before finalizing your plan:
For B2B marketers, choosing the right marketing metrics to define return on investment (ROI) for your marketing spend is often one of the toughest parts of the job. Determing what to measure, how to measure it, and how much weight to give a particular measure can seem equal parts art and alchemy. Combine that with the pressure to demonstrate marketing value to your senior management team, and...
Looking for insight into what’s happening next in B2B marketing? Here are five B2B topics and trends that are on the radar for 2018:
What are the SEO trends to watch in 2018? As we count down to the close of the year, let’s take a look at some of the developments in SEO that are going to have a big impact.
According to research company Forrester, the buying behavior of B2B customers has changed. For 74% of prospects, fully half of the research process is now conducted online, before a purchase is made. That means there’s a lot more riding on your website and content. Interaction with your sales reps comes a lot later in the process, meaning your content has to do much of the heavy lifting when...
If your business identity is the “personality” of your organization, your visual identity is the graphic dimension that communicates that personality to your audiences. And if there’s a mismatch between your visual identity and your brand or business, your customers and prospects may feel a subtle sense of discord – and possibly even confusion.