Posts Tagged ‘Ardath Albee’
B2B Blogging Trends for 2011
Tuesday, February 8th, 2011Blogging is often viewed as the core component of a B2B social media marketing strategy, and other than discussion forums, it’s the most mature component of social media. Facebook, Twitter and even newer tools like Quora may be sexier and get more attention, but blogs are the workhorses essential to making social media marketing work. Research from HubSpot shows that small businesses with blogs have twice as many Twitter followers as those who don’t. Increased search engine visibility, targeted traffic and enhanced brand image are just a few of the benefits of business blogging.
So what’s next for B2B blogging? What trends are likely to emerge in the coming year? To answer those questions, the founders of the B2B Marketing Zone asked 22 of the most influential b2b marketing and PR bloggers—including Roxanne Darling, Jay Baer, Ardath Albee, Erik Qualman and Chris Abraham—for their prognostications. You can get the whole story in B2B Blogging Trends in 2011, a free (and no registration required) white paper from Aggregage (the software that powers the BMZ site). Among the findings:
- • If you don’t have a blog yet, 2011 is the year to start one. As less than half of all B2B companies currently have blogs, there’s still an opportunity to stand out and establish thought leadership in your niche. If your company doesn’t have a blog, you’re not a laggard…quite yet. But time is running out to grab the best intellectual spots of turf on the B2B blogging landscape.
- • Blogging helps a company demonstrate expertise, it’s ideal for search, and as Blake Landau points out, “As push marketing becomes less effective, blogs become more important.”
- • Blogs are not islands; as pointed out above, they are the central point to social marketing efforts. Blogging is most effective when integrated with other communications efforts including PR and email marketing.
- • Although there is still opportunity to get started with a business blog, it’s crucial to do it right. Jay Baer predicts an “explosion of bad B2B blogs” in the coming year as companies scramble to embrace the medium, but many fail to do it well. To stand out and achieve business success with a blog, it’s critical to focus narrowly on the information needs of your customers and prospects, as Kristin Zhivago and Harry Hoover both note.
There’s much more. Again, you can download the complete Aggregage white paper on B2B Blogging Trends in 2011 here.
Best Content Marketing Guides, Tips and Tactics of 2010
Wednesday, February 2nd, 2011How many times have you heard the expression “content is king?” That’s the case because, in an increasingly competitive and noisy market, buyers care not so much about what you sell as about what you know, and what you are passionate about. Great content accomplishes at least two of the following objectives:
- • It helps get you “found” online.
- • It enhances your organization’s image (e.g., by demonstrating how smart and helpful you are).
- • It sets you apart (it’s not just a rehash of common knowledge).
- • It helps move a prospect along the buying cycle.
Great content fills a need for both the consumer and the producer. It helps the consumer solve a problem or improve their life in some way, and it helps the producer sell goods or services that accomplish that task. So how do you produce great content? How do you maximize your return on valuable content? How much content is “enough?” How can you optimize your content for search? What different types of content should you develop for different types of buyers and the various stages of the buying process? Where can you spread your content to maximize exposure?
Get the answers to these questions and more here in some of the best guides to content marketing of the past year.
Content Marketing Strategy and Tactics
10 Tips For Content Marketing Success by TopRank Online Marketing Blog
Adam Singer notes that with 6 in 10 marketers spending more on content marketing in the coming year, it’s getting more difficult to stand out; shares some statistics on the results that can be achieved with quality content, e.g. “56% (of corporate bloggers) say that their blog has helped their company establish a positioning as a thought leader within the industry”; and offers 10 tips to maximize the impact of content marketing, from “personality is essential” to tone is more important than perfection.
11 steps toward a content strategy by Econsultancy
Reporting that “80 percent of those who begin a corporate blog never post more than five entries…In the rush to adopt social media as a tactic, too many marketers leave strategy in the dust,” delightful author Rebecca Lieb presents 11 steps to help marketers think more like editors and develop an effective, consistent content strategy, among them defining key themes and messages, creating an editorial calendar, and utilizing multiple forms of media.
Social Media Leads Content Marketing: New Survey Reveals by Jeff Bullas
Jeff Bullas shares several interesting content marketing stats from recent research, such as: content now accounts for 33% of marketing budgets on average, up from 11% just a couple of years ago. 59% of marketers increased spending on content last year, while just 7% cut that area. E-newsletters, blogs and white papers are among the most popular types of content. While social media, mobile and online video are increasing in importance, traditional email newsletters remain among the most popular delivery vehicles.
7 “Rs” for B2B Marketing Content Planning by Customer Think
Lead nurturing content expert Ardath Albee writes that “Designing content for 1X use is wasteful. Marketers need to create a process for content planning that helps them maximize the return from their investments in developing content resources,” then provides seven tips (such as re-purposing content for different audiences) to help accomplish that goal.
How Much B2B Content is Enough? by Savvy B2B Marketing
Stephanie Tilton says a company has developed enough content “when it has created content that answers prospects’ questions at each stage of the buying cycle,” then outlines a process for determining exactly what that means in any given organization.
The 10 commandments of content marketing by iMedia Connection
Declaring that “all marketing is content,” Eric Anderson hands down his 10 commandments for content marketing, beginning with dictates that content shall be sharable, malleable and collaborative.
10 Steps to Optimize Your Content Marketing Strategy by TopRank Online Marketing Blog
Lee Odden explains the digital asset optimization (DAO) model (“what can be searched on can be optimized”), outlines a 10-step process for optimizing content for ever-changing search results pages, and concludes with “The good news is that by following these 10 steps, a significant impact can be achieved in overall authority for the topics and keyword concepts focused on as well as the ability to attract new business, media coverage and employees. The bad news is that it’s not easy.”
Lead Nurturing by Find New Customers
Pointing out that lead nurturing is a critical process because “9 out of 10 visitors to your website are not ready to buy now,” this post presents seven keys to creating and maintaining a successful lead nurturing program, beginning with research and content mapping and progressing through continuous measurement and refinement.
Ramping Up For a Bigger Content Publishing Strategy by MediaPost Search Insider
Rob Garner recommends eight tactics for optimizing content marketing results, starting with in-depth keyword and market research and working through strategic planning, metrics and resource allocation.
Most Valuable Content and Offers for IT Buyers by High-Tech Communicator
Cheryl Goldberg reports and comments on recent research identifying the types of content that IT buyers most useful as news and articles (84%) and competitive comparisons / buying guides (73%), while b2b technology marketers often sub-optimally focus on other types of content.
How to Take Advantage of the New B2B Buying Behavior by Fast Company
Wendy Marx contends that b2b “buying decisions ultimately aren’t completely rational, much as we would like them to be…you may have the best product or service in the world but if people don’t understand its value or find you credible you might as well post your ‘going out of business’ sign,” and therefore it’s critical to build relationships, nuture leads, and write content that captures the needs of your prospects.
How Tech Buyers Consume Content: New Findings from TechTarget by Savvy B2B Marketing
In another noteworthy post, Stephanie Tilton shares results from TechTarget research which details the behaviors of “hyper-active IT researchers,” the most engaged 30% of technology buyers. Among the findings: these hyper-active researchers are constantly hunting for and gathering information, often conduct research on behalf of others, and “are most receptive to completing a registration form in exchange for content during the consideration and decision stages.”
White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media
Brittany Brouse defines the characteristics and key purposes of five types of white papers, including the business benefits white paper, the technology benefits white paper, and the product comparison white paper.
6 Ways to Cast a Wider Net Using a Whitepaper by Zmags Blog
***** 5 Stars
White papers are a popular b2b marketing tool, but good ones are expensive to produce. Companies can better capitalize on these investments by reworking, repackaging and re-using white paper content in different formats. Christina Pappas presents six ideas for extending the life and value of white paper content such as turning a white paper into a podcast, video, or webinar.
Measuring ROI on Content Marketing and Creation by Social Marketing Forum
Though acknowledging that “Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner,” Ambal Balakrishnan presents two sets of recommendations for and examples of content marketing ROI measurement from Ardath Albee and Maria Pergolino.
2011 Trends: Content Marketing Is Critical by eMarketer
Geoff Ramsey shares research revealing that “nearly three-quarters of US companies with a social media strategy use (branded) content—also referred to as ‘earned media’—in their campaigns, making it the most common type of content used.” He then lists five questions marketers should ask themselves to determine whether or not their content is truly “magnetic” and likely to attract targeted buyers.
Developing A B2B Content Promotional Strategy In 7 Steps by Social Marketing Forum
Michele Linn recommends seven questions to ask when developing strategy for promoting your content, starting with “What is your objective?” (e.g., lead generation content is often promoted differently than thought-leadership content).
Article Submission Sites
A list of the best sites to submit articles to by Internet Marketing for Business Owners
The site is a tad spammy, but this list of seven of the most popular article submission sites is helpful.
Article Directory Sites sorted by Importance
Huge list of nearly 300 article submission sites sorted by page rank and Alexa ranking.
The 10 Websites To Get Your Articles Discovered! by Ink Rebels
Misty Belardo recommends promoting your online content using these 10 (mostly) popular social networking and bookmarking sites.
Top 21: The Best Article Directory List by Friday Traffic Report
Another slightly spammy site with a nevertheless useful list of 21 article directories with page rank.
Top Social Media and Marketing Books of 2010
Thursday, December 16th, 2010Stumped for that last-minute Christmas idea? Books make great gifts, and there’s still time to order for pre-Christmas delivery.
Since you don’t want to take the chance of buying a sleeper however, or a book that’s inappropriate for the recipient, here are nine ideas—books reviewed on the Webbiquity blog this year.
Happy shopping!
Defy Gravity by Rebel Brown
In Defy Gravity: Propel Your Business to High-Velocity Growth
Social Media Marketing by Liana “Li” Evans
With Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media
SNAP Selling by Jill Konrath
Don’t you love it when you pick up a book and realize in just the first few pages that the author really gets it? Even better, they don’t just get “it,” but offer a fresh and compelling approach to dealing with the specific problem, situation, condition of modern life, etc.? Well, SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers
Social Media Marketing – An Hour a Day by Dave Evans
Despite its airy title, Social Media Marketing: An Hour a Day
Maverick Marketing by Tom Hayes
In Maverick Marketing: Trailride into the Wild West of New Marketing
The Truth About Search Engine Optimization by Rebecca Lieb
Despite being a quick, almost breezy read (how often do you read that said about a book on SEO?), The Truth About Search Engine Optimization
eMarketing Strategies for the Complex Sale by Ardath Albee
Without a solid content strategy to support movement through the marketing and sales cycle, marketing automation software is just a nice email system. The brilliant Ardath Albee provides the missing piece, a reliable recipe marketing automation, demand generation and content marketing success in her new book, eMarketing Strategies for the Complex Sale
The Perfection of Marketing by James Connor
Despite it’s ambitious title, The Perfection of Marketing
Website Optimization – Speed, Search Engine & Conversion Rate Secrets by Andrew King
Author Andrew King, president of Internet marketing firm Web Site Opimization, LLC has really done it. In Website Optimization: Speed, Search Engine & Conversion Rate Secrets
Need more ideas? Check out the Webbiquity bookstore.
Vote for Your Favorites in the B2B Twitterer of the Year Awards
Monday, November 8th, 2010Nominations and voting are now open for the B2B Twitterer of the Year (B2BTOTY) awards. Here’s your chance to recognize your favorite B2B organization or individual for their exceptional Twitter skills. Now in its second year, the B2BTOTY award recognizes examples of the outstanding use of Twitter by B2B personalities, vendors, publishers, organizations and institutions.
Nominations can be submitted in 10 categories:
- • National / International B2B Manufacturer (includes software developers)
- • National / International B2B Services
- • B2B Small to Mid-Sized Businesses (B2B SMB)
- • B2B Organizations
- • Business Schools
- • B2B Trade Associations
- • B2B Publications
- • B2B Business Journalists
- • B2B “Boss Tweet” Personality
- • B2B Twitter App
Nominating and voting couldn’t be easier; from any page on the B2BTOTY website, in the voting box near the top-right of the page, simply enter the Twitter handle of the company/person you’d like to vote for, select a category, and describe why you’re voting for that Twitterer (in 70 characters or less, so your vote fits as a tweet).
The steering committee for the awards includes some of the heaviest hitters in the B2B social media space, such as Ardath Albee, author of eMarketing Strategies for the Complex Sale
For an excellent in-depth look at the people behind the award, check out The Oscar of B2BTOTY Awards Needs Your Vote by Cheryl Burgess of Blue Focus Marketing.
Winners will be determined based on numerous criteria by the B2BTOTY judges, but voting plays an important role—and it’s the only way to submit nominations. So if you know of a deserving individual or organization (or several), submit your nominations and vote now!
Best Business Blogging Tips and Guides of 2010 (So Far), Part 1
Thursday, August 5th, 2010Stumped for new blog post topic ideas? Struggling to increase blog traffic? Want more comments? Higher search position? Better results from social media? Younger looking skin in just three days?
Can’t help you with that last goal, but excluding that one you’ve come to the right place. Learn how to make your blog the center of your social media efforts, build traffic, write great posts and more here in some of the best tips, tactics and guidance for blogging of 2010 so far.
100+ SMB Blogging Ideas to Kick Start 2010 by Small Business Trends
Running low on inspiration? Muse taking a break? Lisa Barone offers 100 topic ideas to kick start your blog posts, divided into various categories such as Go Social, Highlight Your Customers and Get Personal.
How to Never Run Out of Blog Topics to Write About by Internet Marketing for Business Owners
If, somehow, you’re still scratching your head for blog topics after reading Lisa’s list, Jarom Adair supplies about 30 more ideas here, from tips and survey follow-ups to customer testimonials and scaring your readers with horror stories of business decisions gone wrong.
Ten Must Read Tips to Start a Small Business Blog by TopRank Online Marketing Blog
Lee Odden writes that “there’s a litany of things you COULD do with setting up a blog. Even if…filtered it down to what one SHOULD do, the list (is) amazingly long.” So, in the interest of helping out new business owners (or business owners new to marketing on the web) without overwhelming them, Lee “decided to create…a short list of what a small businesses CAN do when starting a blog.”
Marketing Your Blog: 10 Essential Tips You Should Know by Hongkiat
To make your blog stand out from the crowd, Edward Khoo provides 10 tips including using controversy (carefully), simplifying the subscription process and this gem: “Create different profiles for each social media site. On LinkedIn, you want to be all about business. On Facebook, show a little of your personality – the carbon-based life form behind the blog. On Twitter, shine the spotlight on your blog. Each profile should be designed to show a different facet of you and your expertise.”
Blogging Tips: How to Promote and Publicize by Spin Sucks
Gini Dietrich lays out a six-step, eight-minute process to use social media to promote blog posts. Some of the tools take a bit of time to set up initially, but it’s a quick process from there on out.
SEO’s Magic Bullet by PR 20/20
Based on the top ranking factors for SEO, Keith Moehring explains how one key tool, still overlooked by many companies, may be the silver bullet for SEO success.
7 Days to Turn Your Blog Into a Social Media Hub – Day 1: Defining Your Hub by Danny Brown
Danny Brown explains why your blog belongs at the center of your social media efforts (just as it’s positioned in the web presence optimization model) and how to use it to keep all of your social media marketing efforts aligned.
Why a Blog Improves Social Media for B2B by My Venture Pad
Still not convinced that a blog should be the center of your social media strategy? The brilliant Ardath Albee lays out a dozen more reasons to make it so, such as “The Internet moves fast. Publishing a new article once a month on your website isn’t enough to keep up a consistent dialogue.” “Blogs are a kind of ‘natural nurturing’ – the more often you touch your prospects, the more your ideas are top of mind for them. (hence, your company)” and “Blogs allow comments longer than 140 characters.”
Submit Your Blog to 50+ Free Blog Directories by Kittu K
Links are vital to SEO success, and one way to accelerate link-building for a blog is to use this helpful list of 50+ free blog diretories sorted by PageRank.
5 Sure Fire Tactics to Promote a Business Blog by TopRank Online Marketing Blog
Michelle Bowles provides some high-impact tactics to build traffic for a business blog, somewhat similar to the recommendations for successfully launching a new blog presented here a while back.
12 ways to Increase comments on your Blog by Technshare
A dozen great tips for generating more comments on your blog, from do-following comment links and thanking commentors to asking for feedback and moderating comments promptly.
Search Optimization Tips for Bloggers by SEO Wizardry
Pete Hollier offers tips for search optimizing a blog, some of which also apply to standard websites (keyword research) and some unique to blogs (using SEO plugins).
