ThinkSpring Marketing & Communications
 

Tag Archive: thought leadership

B2B marketing tip #195: Think evergreen

B2B Marketing Tip of the WeekDeveloping an editorial calendar helps keep your company’s content marketing fresh and on message. But even with the best planning, sometimes gaps can occur.

Don’t let missed deadlines derail your blogs, thought leadership articles, newsletters, or social media posting schedules. Instead, produce several “evergreen” posts right now, based on content that never goes stale. Keep these articles in reserve to ensure a seamless flow of content.

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 #114: Plan now, speak later

B2B Marketing Tip of the WeekPublic speaking can quickly raise your visibility and generate new business. Secure the best opportunities with advance planning. Most events search for presenters six to 12 months before a conference, and as long as 18 months for keynotes.

Meet early with your company’s subject matter experts to identify target conference and select potential topics.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.

The skinny on content marketing

What the buzz is all about—and why it matters for B2B

Content marketing. It’s a trend that’s spawned agencies, articles, software, and even the new C-suite position of Chief Content Officer.

Here’s the synopsis for busy B2B execs ready to support and evolve your organization’s program.

Content marketing essentials for B2B

Content marketing refers to communications that educate rather than sell: articles, checklists, how-to videos, whitepapers, and other tools. While social media fuels this recent popularity, content marketing is not a new tactic. For decades marketers have executed custom publishing and thought leadership programs to gain mindshare and build brands through expertise and engagement.

What is new:

More channels—and more conversations:  Traditional content marketing relied on sizable budgets and distribution through an in-house list or trade media. By default, the largest companies established the biggest voices for their viewpoints.

Today, the explosion of social media platforms and self-publishing tools opens the field to literally everyone. The challenge now is breaking through the deluge of information to reach your target customer. (And, having something valuable to say.)

Faster pace—and faster turnover:  Conversations about the issues that affect your buyers now occur 24/7, in real-time, and in short rapid-fire bursts of Tweets and posts. Gone is the luxury of waiting to respond, drafting a lengthy communication, or even the guarantee of a focused interaction.

This isn’t an argument for quantity over quality, but a recognition that most online content stays fresh about as long as a carton of milk. Content marketing strategies and resources must be time sensitive.

Five elements of effective content marketing

Follow these considerations to produce content that not only gets found, but gets results.

Click here to read more »

B2B marketing tip #23: Give it a ghost of a chance

B2B Marketing Tip of the WeekContent may be king these days, but busy executives and subject matter experts are unlikely to have enough bandwidth to produce timely, well-written bylined material to fuel your newsletter, blog, website or public relations needs.

Employ a ghostwriter to streamline the process. Look for an experienced individual with excellent interviewing skills, subject matter expertise and strong written samples. The ideal writer should quickly develop a rapport with your stakeholders.

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.

What’s on your menu?

Eight best practices for marketing B2B professional services and consulting

Imagine dining at your favorite restaurant. Relaxing atmosphere, professional chef, great ingredients—only this time, there are no menus, no daily specials and no list prices. It’s up to you and the waiter to put a name to your craving and dream up the best cuisine.

Sound appealing? Or daunting?

Many organizations promote and sell their services offerings in exactly this way, using a “sky’s the limit, we can do anything” approach that leaves it up to the buyer to decipher their needs, understand the potential solutions and create a package offering that fits their budget.

The problem with this approach is that it places the buyer in the role of expert—not your organization. It adds time and confusion to the sales process, and more often than not, leaves market opportunities unmet.

Specifics sell

There’s a reason McDonald’s lets you order by number and a reason your favorite restaurant specializes in a certain type of cuisine. Specifics sell. Click here to read more »

B2B marketing tip #5: 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, or relating it back to an advantage gained by your product or service.

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

linkedin twitter

Contact: 952.200.4798   |   Email   |   St. Louis Park, MN 55416

© 2009-2019 ThinkSpring Marketing & Communications, LLC