B2B content marketing can be brutal. In the race to capture larger audience share and achieve important online objectives, brands are relying on content to deliver a competitive advantage. But with everyone playing the same game, most brands quickly find themselves struggling to keep pace with the marketplace, rather than leveraging content for real growth.
Here’s the problem: a successful content strategy hinges on your ability to consistently pump out large quantities of high quality content. Unless you’re fortunate enough to have a marketing team bursting with top-notch content creators, that’s no easy task.
So for most B2B brands, the simple reality is that you need to make every piece of content your create count—and whenever possible, squeeze extra value out of the content you have already created.
For startups and established companies alike, engaging with the Forresters and Gartners of the world can be challenging. Last week, Walker Sands President Mike Santoro and Spotlight Managing Partner Andrew Hsu, demystified the process for working with industry analysts. Their primary recommendation was to connect with analysts one-on-one. Learn which individual analyst covers your industry and connect with him or her to make their jobs easier and change the conversation about your company.
LinkedIn announced on Feb. 19 that its publishing platform will open up to all users. Until this point, it reserved the platform for a hand-picked group of 150 influencers, which eventually grew to 500.
Influencers ranged from Bill Gates to Mark Cuban, whose blog posts averaged over 20,000 views and became a currency for acquiring LinkedIn thought leadership.
For now, the plan is to roll its publishing platform out slowly over the next few months before opening the feature worldwide. LinkedIn will match up blog posts to users who share similar interests to its topics.
Happy Friday! Here’s a roundup of industry news for the week:
Calories Get Bigger in Proposed Nutrition Label Makeover – Mashable
Michelle Obama and the FDA have teamed up for a nutrition label overhaul! While I think this is awesome from a consumer standpoint, considering I’ve always wondered how much sugar is ADDED to my food (yes – this is a proposed addition to the new labels!), this also has huge implications for CPG manufacturers and retailers, and will cost millions for manufacturers to produce all new packaging for products. Still, this is a very interesting piece of news on something that’s been the same for almost two decades. (more…)
Search Engine Optimization (SEO) plays an important role in content marketing programs by making your content visible on popular search engines like Google. When content is not optimized for search, it can be more difficult for your audience to discover your articles. The key is to strike a balance between creating useful content that leads to action and creating content that’s easy to find.
Here are five simple ways beginners can create more SEO-friendly content without compromising quality: