By this point, there is no denying that content marketing should be an essential part of every brand’s integrated digital marketing strategy. Content enables brands to create a connection with current and potential customers that can also support many other digital marketing initiatives if optimized correctly
The bar for great B2B content marketing is being raised since brands have become publishers and no longer need to rely on traditional media sources for exposure. Unfortunately, budgets and resources don’t always match the required output.
B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s CMO.com and others including: Intel IQ Think with Google Dell’s Power More GE’s World in Motion SAP’s Digitalist Magazine While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication? Many practical marketers will say no
“The best should win, but creating the best is a challenge.” – Lee Odden Yesterday at Content Marketing World, TopRank Marketing CEO Lee Odden delighted a packed room of marketers by providing inspiring and actionable advice on how to successfully approach participation marketing. Odden assured marketers that if they wanted to produce quality and scalable content, without having to scale marketing budgets, this was the place to be.
In 2015 the world celebrated the 126th birthday of Paris’ iconic Eiffel Tower. This important piece of history is comprised of over 18,000 individual pieces and was built by nearly 300 people participating in the project. Developing content for content marketing programs can be approached with a similarly participative framework and in a way that satisfies some of their top needs
With ubiquitous internet connectivity and billions of people empowered to create and publish online, digital marketing competition is greater than ever. Companies are increasingly challenged to create quality content that can stand out to attract and engage new customers. How can businesses grow their reach and improve content quality in such a market
Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions. Many of those conversations have focused on the transition from where the B2B companies are today – a mix of tactics directed squarely at the C-level customer – and where a content marketing strategy might take them