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B2B Marketing Innovation: The eBook

28 Sep

I have about zero free seconds the week before the MarketingProfs B2B Forum, but this is worth taking the time to share. Our friends at Top Rank Blog pulled together some great words of advice from Forum speakers on how to be innovative in the B2B space. I’m very proud to be featured alongside some of my very favorite marketers, marketers who have taught me so much in my career.

Thanks to Lee Odden for making this possible!

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Things Marketers Need to Get Over: Fear of Video

30 Sep

There, I said it. Stop being such babies. It’s just video, after all! Check out my latest post on MPDailyFix and let me know your thoughts.

3 Reasons Video Isn’t as Scary as it Seems

There is No Content Strategy Sans Senior Team

8 Sep

As amped as you may be to get started with content, it won’t be successful unless you get your senior leaders on board first. Here are a few tips I wrote up for MPDailyFix. Enjoy 🙂

How to Get Your Senior Team Excited About Your Content Strategy

Top Tools for Content Marketers

11 Jul

 

My former colleague and very good friend, Amanda Maksymiw, just posted this great article and I wanted to share.  In her most recent article, she details her Top Content Marketing Tools and I couldn’t agree more with her list!

Among her suggestions is my all time favorite content marketing/social media tool Co-Tweet.  I even wrote a product recco for the premiere issue of Chief Content Officer Magazine about my love of this tool! Check out my recco here and test Co-Tweet, I’m sure you’ll love it!

Content Marketing is a Marathon, Not a Sprint

18 Apr

While the city of Boston celebrates Patriots Day with the Boston Marathon, the Red Sox and the start of April Vacation for public schools, I am sitting here writing a blog post for all of you.  Why, you may ask?  Read below to find out.

MarathonI often hear Content Marketing greats like Ann Handley, Joe Pulizzi and C.C. Chapman talk about the need to think of Content Marketing differently than most other marketing strategies. Your Content Marketing Strategy is truly a marathon, not a sprint.  You cannot think about it as a campaign or an initiative, you must be committed to your content marketing strategy long term.

Joe Pulizzi says: “If you launch a blog, an enewsletter, a webinar series…this is a content promise to your customers.  It’s a pact. Breaking that promise is the worst thing you can do. Better not to have started at all.”

So, launching a content marketing strategy without that commitment would be like lacing up your running shoes and running the Boston Marathon without any training–ill advised and potentially hazardous.

Here are some training regimens you should be ready to participate in if you are thinking of undertaking a content marketing marathon:

  • A blog that is updated on a consistent basis (weekly, bi-weekly, monthly–it’s all good, just be sure to stick to your schedule
  • A consistent presence on the sites your target customers frequent (Twitter? Maybe, Facebook? Possibly, LinkedIn? Could be–be sure to do your research first!)
  • A website that is optimized to make the most of your keywords
  • A commitment to “Reimagine” your content and get creative with your marketing channels
  • A dedicated approach to podcasting, video, eBooks, webinars, case studies or whichever channel works best for your target audience and the dedication to saying “no” to channels that don’t
  • Above all, the commitment to treat your content marketing strategy as a marathon, not a sprint

This blog originally appeared on the OpenView Venture Partners Blog: http://bit.ly/h1g5I9

B2B Social Media: Timing Your Marketing Efforts

11 Apr

A few weeks ago, HubSpot hosted a webinar on The Science of Timingwhich was easily the most informative webinar I have ever attended.  I left the webinar with actionable next

HubSpot

steps and great ideas to implement in our online marketing strategy.

Here are my key takeaways from this awesome webinar:

Social Media:

  • Retweets increase later in the day – tweet more then
  • Don’t be afraid to post over the weekend – schedule tweets for that time
  • Those with the most followers tweet an average of 22 times/day – don’t be afraid to tweet too much!
  • It is OK to tweet the same link multiple times – use a different teaser so it doesn’t get repetitive
  • Weekends are best for Facebook sharing – remember many people cannot access Facebook while at work

Email: 

  • Morning is when most people read email so send your emails earlier in the day so they can read them before leaving the house
  • Open rates are highest on the weekend when there is less competition and CTRs are higher on the weekend
  • Don’t be afraid to email more than once a week – unsubscribe rates don’t increase that much and other results remain about the same
  • Unsubscribes are not a bad thing!  They are doing you a favor by making your list better

Blogging:

  • Men read blogs at night; women read blogs in the morning
  • Blogs are read more during the week than on weekends
  • Blogs published at 10am get the most views
  • Comments spike on Saturday and Sunday and early in the morning
  • Links are the highest for blog posts on Monday and Thursday

These are great tips to implement into your content marketing strategy and I really recommend that all marketers view the webinar.  Hopefully through implementing a few small changes we will all be driving website traffic and engagement at a higher rate!

This blog originally appeared on the OpenView Venture Partners Blog: http://bit.ly/fah21o

Tosh.0 = Content Curation

2 Apr

What is content curation? As content marketers, we get this question ALL the time, especially now that curation is becoming an even more important part of our online marketing strategy–and when I try to explain in laymen’s terms, I find myself bumbling a bit, but Paratus Communications says it well:

Content creation is the organizing and sharing of the most relevant content on a finite subject – in other words, it requires a recognition that people outside your own organization have relevant things to say and that adding this insight to your own commentary makes you a better resource within the communities you operate in.

But if you really want to break it down for your non-marketing friends, I suggest comparing your work to that of Tosh.0 – the internet clip based show on Comedy Central.  This features the best (or worst, depending on who you ask) video clips from the internet curated by the host, Daniel Tosh.  True to the definition above, Tosh provides “insight” and “commentary” into the clips, adding additional value for the viewer.  Check out the clip below for an example–this whole segment is based on one internet video, which is then commented on and evolved to create new, unique content.


Tosh breaks his show up into interesting segments, showcasing different curation styles.  Two examples are “Web Redemptions” where those who were embarrassed on the internet get the chance at a re-do and “Video Breakdowns” where he has 20 seconds to come up with as many funny comments as possible about a video.  This strategy keeps things fresh throughout the 30 minute program.So, if curation is part of your content marketing strategy, throw out Tosh.0 as an example when you are trying to describe curation to non-marketers.  Though I’m not sure we should look to Tosh.0 as an example of a best practice process, there are definitely lessons to learn!