In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about enhancing brand perception, which media channels the best B2B marketers use, and why product demos might be killing your sales.
Curated content - summary
- How to Use Content Marketing to Enhance Brand Perception by Chuck Frey via Content Marketing Institute
- 3 Social Media Marketing Mistakes You Might Be Making and How to Avoid Them by Lisa Marcyes via Marketo
- Media Channels the Brightest B2B Marketers Use to Drive Leads [Infographic] by Vahe Habeshian via Marketing Profs
- B2B Digital Marketing Trends for 2017: Finally Catching Up With B2C? by Arliss Coates via Econsultancy
- Content Marketing Strategy: Why Product Demos are Killing Your Sales by Bill Colbert via LeadCrunch
Curated content - detailed
How to Use Content Marketing to Enhance Brand Perception by Chuck Frey via Content Marketing Institute
As a director of content marketing for a digital agency, I’ve noticed a pattern as we bring on new clients: Their brands aren’t as strong or as differentiated as they should be. In addition, most of them do traditional product-centric versus customer-centric communication. Their customers have changed, but they haven’t.
As I noticed this pattern, I wondered: What would leading content marketing professionals recommend to help B2B firms strengthen the value of their brands? I asked 14 content marketers representing companies large and small, plus several agencies. Here’s what they had to say:
3 Social Media Marketing Mistakes You Might Be Making and How to Avoid Them by Lisa Marcyes via Marketo
If you stop and think about it, social media is now a constant in almost every aspect of our lives—work, politics, breaking news, keeping in touch with friends, you name it. In fact, the growth in global social media users is continuing to climb, with over 76% of internet-using U.S. adults engaging on one or more social media platforms, according to Pew Research.
Social media marketing is now a critical strategy for businesses large and small. You might be thinking, “It’s only social media, how hard can it be?” The answer is: for a brand, it can be very hard. While the ever-evolving social landscape gives us new and exciting ways to engage with our audiences, the changes require us to be agile and able to learn quickly, sometimes through trial and error.
Media Channels the Brightest B2B Marketers Use to Drive Leads [Infographic] by Vahe Habeshian via Marketing Profs
In their lead generation efforts, successful B2B marketers use a combination of platforms and channels in their marketing mix to engage and influence prospects and convert them to buyers.
How do you compare with smart B2B marketers? Take a look at the following infographic from ToTheWeb.com to see where you stand.
The infographic categorizes the marketing/media mix into owned, earned, and paid media.
"Owned" refers mainly to company- or brand-owned websites and blogs that are rich in content and optimized for mobile and desktop browsing so that potential leads can easily access the content they're seeking.
Online, "earned" media often refers to high-quality inbound links, social mentions, including retweets, and generally mentions or news coverage (including by traditional media) of your brand or products/services online.
B2B Digital Marketing Trends for 2017: Finally Catching Up With B2C by Arliss Coates via Econsultancy
In association with Adobe, Econsultancy has surveyed more than 1,000 professionals working in digital B2B to craft an idea of what the future holds, and where the pack is going.
The before and after
Content marketing is, as ever, on the minds of B2B digital marketers.
However, our research shows a slightly changed picture from the B2B world of last year (and the three before, since Econsultancy began producing B2B Digital Trends reports in 2012) - customer experience is taking on a greater, and substantial, role in the B2B space.
Content Marketing Strategy: Why Product Demos are Killing Your Sales by Bill Colbert via LeadCrunch
Inbound marketing - it's definitely grown in popularity as a marketing buzz word in the last 5 years. But inbound, content marketing is more than just a buzz word. It's more than blog posts, checklists, eBooks, and landing pages. Maybe it should be called Inbound Smarketing. Because when "add value first" is your strategy from marketing to sales, you can take the principles of a traditional content marketing strategy and apply it to a 1-on-1 situation between a member of your sales team and a prospect. When both marketing AND sales go "value first" the results can be hard to argue with.