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Tag Archive: content marketing

B2B marketing tip #166: Expertise, stat!

B2B Marketing Tip of the WeekWatch out for interesting industry statistics and use them as the foundation for thought leadership articles or blog posts. Show your expertise and understanding of the market by interpreting the statistic.

B2B marketing tip #152: Focus content, stakeholders with outlines

B2B Marketing Tip of the WeekWhy does good content often go wrong? Use these two techniques to keep your next copywriting or content marketing project on track—without missed deadlines and budget overruns. Before you begin writing, first develop an outline of your key messages and desired call to action. Then, get buy-in from stakeholders on the outline and approach.

If the internal team struggles to identify basic content or to agree on messages, it can signal deeper issues with product positioning or politics—problems that messaging alone won’t resolve.

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B2B marketing tip #135: Double duty for content marketing

B2B Marketing Tip of the WeekGenerating content for your company emails, website, blog and social media channels can be time-consuming and expensive.

When you write, make sure to get more than a single use from your next topic:

(1)  Reuse a longer article by extracting key sentences or paragraphs into a series of social media posts on a single topic.

(2)  Work the opposite way and take a series of social media posts or tweets and weave them into a list or infographic, such as “Top 5 Ideas” or “7 Must-Dos.”

(3)  Revisit popular content from the past and post an updated version with new a headline and new image.

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B2B marketing tip #130: Prevent a content drought

B2B Marketing Tip of the WeekEvery content marketing strategy starts with the best intentions to publish on a regular schedule—and most face interruptions when internal resources lack time to support the project.

If you’re short on resources, forget creating new content. Instead, fill your gaps by promoting topical articles and posts from industry thought leaders or customers. Customize these “re-posts” by creating an executive summary that calls out the information most relevant to your audience.

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B2B marketing tip #124: Must-see TV

B2B Marketing Tip of the WeekCampaigns today are multi-dimensional: Written materials, in-person events, online activities, and of course, video.

Review your portfolio of tools and your marketing plan and look for ways to reproduce existing content in an interactive format. A good video team can take one shoot and leverage it for multiple efforts.

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B2B marketing tip #118: The business of blogging

B2B Marketing Tip of the WeekIf your company blog seems more of a burden than a boon, adjust your mindset. Instead of treating it as a communications tactic, consider it a tangible business asset. The more you invest in content, the more value you build.

Just like any product, a blog will be most successful when run with discipline. Make sure yours has a clear purpose and the resources to support it.

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B2B marketing tip #107: Instant availability

B2B Marketing Tip of the WeekHaving great online content isn’t enough anymore. In today’s world of social sharing, your articles, videos, ebooks and other resources also have to be easy to get and available immediately.

That means no more lengthy forms with a dozen required fields, or collecting information now and sending out materials hours or days later.

Review your campaign landing pages and online properties with a critical eye for ease of access. Check out the websites of industry thought leaders for ideas on streamlining the process.

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B2B marketing tip #98: Picture this

B2B Marketing Tip of the WeekInstead of an article, blog post or whitepaper, look for ways to put your educational content into an infographic. Use compelling statistics and a professional graphic designer.

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Seen+Heard: 2013 B2B marketing benchmarks

Seen + HeardFor this week’s “Best of the Web,” the Content Marketing Institute and MarketingProfs team up for their annual survey of trends in B2B content marketing—usage, spending and results.

While spend is increasing for 2013 and more than 90% of B2B marketers have a content marketing program, in the form of social media articles, blogs, e-newsletters, webinars, videos and other formats, the confidence gap is also growing, with fewer companies certain their tactics generate results.

Check it out.>>

Ready to move your content marketing program forward? Get the skinny on content marketing.

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.

B2B marketing tip #45: Write for the non-reader

B2B Marketing Tip of the WeekOrganize your marketing copy so it’s accessible for text-lovers and skimmers alike.

Replace long blocks of text with short bulleted lists. Add compelling headlines and subheads throughout. Use pull-quotes, captions and call-outs to convey key information such as problems solved and benefits of your product or service.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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