Buyers vs. Buying Committees: Not Knowing the Difference Could Cost You

Working as a marketing or sales professional in B2B presents a unique set of challenges and hurdles. One that probably doesn’t get discussed enough is the nuance of trying to reach and engage buying committees, as opposed to single customers. It’s a hugely important distinction that too many strategies fail to fully account for. If you’re not speaking to everyone, you might be speaking to no one. And we all know where that leads. The Expanding Buyer Committee A buyer (singular) is a sole decision maker responsible for researching solutions, vetting vendors, and authorizing purchases. It is exceedingly rare to[…]

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15 Reports Charting the Future of Content Marketing

How can you be as prepared and knowledgeable as possible for the complex and challenging future ahead for content marketing? Here are 15 insightful reports loaded with B2B data to help you define and chart your optimal content marketing future, and provide the best-answer and trust-building solutions clients expect today. The reports here, presented in random order, are all excellent sources of information to help you gain a clearer understanding of B2B content marketing, while keeping more than an eye open towards the future as marketers push onward to 2020. 1 — Edelman-LinkedIn B2B Thought Leadership Impact Study The 2019[…]

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12 Must-Have Skills for B2B Content Marketers

Scene from a dinner party: “So, Josh, what do you do?” “I’m in marketing.” “Oh, like Mad Men? Ad campaigns and stuff?” “No, it’s content marketing.” “Oh, like the Wendy’s Twitter account?” “…Sure… like that.” I’ve had variations on the above conversation more times than I can count. I’ll usually leave it at “Wendy’s Twitter account” in the interest of changing the subject. No one has the patience for, “I write business-to-business content designed to help people do their jobs better, which also builds affinity for a client brand, with the end goal of influencing purchase decisions.” So most people[…]

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

It’s plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year. It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of[…]

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Trust Fractures: How to Avoid Accidentally Eroding Your Brand’s Credibility

Recently, we’ve been running a series of posts here on the TopRank Marketing Blog called “Trust Factors,” where we explore techniques that modern brands can use to build trust and credibility with digital audiences. There are numerous examples of companies building trust with best-answer content and boosting credibility with influencer marketing for this purpose. Marketers are always seeking creative ways to forge genuine connections while standing out from the pack. New research from Edelman shows that consumers now have higher expectations than ever when it comes to brand responsibility. However, it’s worth pointing out that these efforts (even with the[…]

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance. The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way. So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’[…]

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B2B Demand Gen: The Next Evolution of 5 Tried-And-True Tactics

B2B demand gen used to be easier than B2C. Because, let’s face it, so much B2B marketing was deadly boring. A cool concept, a little creative design, or a dash of humor were like water in the desert. Now, though, it’s the norm for B2B marketing to be every bit as visually and emotionally compelling as B2C. Suddenly we’re selling water by a lake, not a desert. There’s no shortage of cool content. Audiences expect more, and marketers (including your competitors) are keeping up with demand. So it’s time to take B2B demand gen to the next level. B2B Demand[…]

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When & Why Net-New Content Creation Makes Sense—And When It Doesn’t

1996: The year content was named “king” in a burgeoning digital world. 2001: The year “content marketing” was officially coined and the modern content revolution began. 130 trillion and counting: The number of webpages currently indexed by Google. One zillion infinities: The number of pieces of content you stand to create during your B2B content marketing career. Zero: Perhaps the number of times you’ve asked yourself, “Do I really need to create a new piece of content?” If the last one strikes a little too close to home, we’re not passing judgement — rather we’re reminding you that you don’t[…]

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