CBM100817

Here are the notes from the Chris Brogan Media broadcast for 10/08/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Short form video is all the rage. Well, Giphy is capitalizing on it.

That’s why movie trailers now START with 5 second ads.

Speaking of which, Jeffrey Katzenberg is asking for 2 billion dollars for his new short form video startup.

People have asked why I eat plant-based. It’s more environmentally driven than anything else.

Related, you can make a farm at home with Ikea’s new design.

Evidently cocaine is back in a big way.

Say goodbye to its unicorn status, Jessica Alba’s Honest Company just started raising more money and has lowered its expected valuation of the company.

The trend to work remotely might be on shaky legs. This article about the reversal is a must-read. By the way, I think it’s poop. Remote work is vital. It just requires better leadership and management.

Want to teach yourself to code? Download a robot to play with.

Still on the fence about Bitcoin and other virtual currencies? Christine Lagarde of the IMF says maybe you should start paying more attention.

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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Digital Marketing News: The Perfect Sales Page, YouTube Changes & Instagram Polls

How to Write a Persuasive Sales Page (Even If You Hate Selling) [Infographic]
Selling doesn’t have to be ‘sleazy’ — it can be helpful, timely and informative. This infographic shows exactly how to perfect your website’s sales page to be informative, helpful, and not at all creepy to your intended buyers. MarketingProfs

YouTube Changes Rules Regarding Videos With External Links
YouTube is restricting which accounts are able to add external links at the end of videos. The new requirements are that the user is a member of the YouTube Partner Program and your channel must have 10,000 total public views (or more). Search Engine Journal

Instagram Adds Polls in Stories, New Creative Tools
Instagram is adding a new way for users to conduct polls using a sticker option that allows users to ask a question within their Instagram Stories and see results from followers as they engage with the polls. Social Media Today

Google releases a variety of Accelerated Mobile Pages Project (AMP) updates
This week, Google announced several AMP technical updates. Updates include scrolling animations, responsive sidebar, native video analytics and support, improved client ID information and fluid-ad support for publishers. Search Engine Land

YouTube Advertising: New Research and Insights for Marketers
Considering advertising on YouTube but unsure of best practices and next steps? This roundup of news and insights from Social Media Examiner shows four key insights and takeaways to help you get started or optimize your current program. Social Media Examiner

LinkedIn to launch Talent Insights, a new analytics tool, as it dives deeper into data
TechCrunch reports: “LinkedIn Talent Insights, a self-service, big data analytics product that will let recruiters make deeper queries into statistics for hiring and employment, based on LinkedIn data. Talent Insights is being announced in a closed beta today at the company’s Talent Connect event, with a full launch in 2018.” TechCrunch

Snapchat rolls out Sponsored 3D World Lenses, bringing its AR format to advertisers
Snapchat has released its latest AR ad format. Now advertisers can create their own versions of Snapchat’s 3D World Lenses. This will allow users to augment videos shot with their device’s rear facing cameras with animated 3D objects. Marketing Land

80% of Instagram Users Voluntarily Connect With a Brand on the Platform
According to Instagram’s COO, Marne Levine, 80% of users connect to a business voluntarily. She said: “Shrinking the distance between businesses and customers and bringing you closer to the things that matter to you is really something that we’re focused on.” AdWeek

What were your top digital marketing news stories this week?

We’ll be back next week with more news! Have something to share? Tweet to @toprank or @Tiffani_Allen, or shoot a message over to the newsroom.

The Netflix Experience: Create Binge-Worthy B2B Content with Ardath Albee #MPB2B

73% of Americans have binged on content. If you’re like me, you’re probably thinking of those rainy Sundays spent on a Netflix bender. Netflix, Hulu, HBOGo make it so easy to continue the binge. One more episode, you think, as the next installment automatically queues up. Finished Stranger Things in one weekend? Here are 6 new, easily clickable suggestions to start a new binge.

Now what if that same principle could apply to your content marketing?

In fact, 93% of B2B buyers want bundled, bingeable content (Content Preferences Survey, 2017) , but only 42% say it’s easy to find the next piece of relevant content (Why Your Website Fails Buyers, 2017).

As marketers, we put so much work into attracting the right buyers to our website. We get them there, but then we miss the opportunity to tell them what to do next.

Ardath Albee, in her session How to Create Binge-Worthy Content Experiences that Move Buyers to Buy at Marketing Profs B2B Forum 2017, challenges us to stop talking about our products or brand and start focusing on building meaningful, purposeful experiences. To focus on engagement, rather than attraction. Re-frame those KPIS from people per page to pages per person.

If we do this, we can really use content marketing to drive momentum into our pipeline and move our buyers along their buying journey via content binges.

Three Takeaways to Create Binge Worthy Content

Stop Building Siloed Websites

Traditionally, websites are built using tidy hierarchies based on type of content, i.e. products, blog posts, white papers. This structure puts the work on the visitor after they land to find the next piece of content relevant to them. And they probably won’t do it.

Instead of organizing by content type, consider using a content hub that organizes content by industry, business need or by role. You will orchestrate more engagement by putting all of the related content in one easy to access place. And then crosslinking between related items.

A content hub allows a visitor, no matter where they are in their journey, to find the content most relevant to them with less clicks.

Ardath points out, we also need to be thinking about other people who influence that buyer’s journey. A side bar, for example, can link to executive content, your visitor could leverage to make a case to their boss.

As you consider a content hub, for the most binge worthy experience, you should:

  • Create connected pathways: Answer the “What’s Next?” question to move your buyer through their journey, always point them the next logical piece of content in their journey.
  • Trigger follow up with relevant “see also” content: For example, if a buyer has viewed two pieces of content, automate a message that points them to a third piece or ask them to subscribe.
  • Personalize Content by Role: Instead of only thinking about industry, consider personalizing by role, as it is preferred by 67% of buyers (Content Preferences Survey, 2017).
  • Include Data and Research to back up assertions: Buyers want you to backup your claims with data.
  • Make it Easy  to Access: Think about how you can make it as easy as possible for your buyer to get to the next piece of content, whether it’s an easy cross link or removing a form in front of a eBook

Leverage a Nurturing Approach that Speeds Buying

If you are going to organize content for progression, you need to think through the questions the buyer is asking at each stage of the buying cycle. Use your brand’s expertise in order to answer these questions for them. If you are on point with your content and connected pathways, it will stimulate the buyer to ask “What’s Next”, inspiring a binge.

Here are some questions buyers might be asking at each stage of their journey:

  • Consider Change: Is The Problem Worth Solving (Why should i care? What happens if i do nothing? What are competitors doing? Can we fix it internally?)
  • Prepare for Change: How Should We Solve It (What do I need to know? What are best practices? What are my choices? What could go wrong? What else does it impact?)
  • Embrace Change: Gain Consensus (How do we get everyone to agree? What tradeoffs can we agree to? What will the future look like?)

Use Personas to Inform the Content Journey

A persona helps inform not only the perspective on the job that needs to be done, but also the obstacles that keep them from achieving objectives. Personas should also detail relationships with stakeholders, time in career, and motivations.

Each persona should have a set of nurturing questions specific to them. They will be different based on how they come at a problem, how risk averse they are, how they relate to stakeholders, etc.

Like with your Netflix home screen, the more customized the “What’s Next” recommendations, the more likely you are to press play.

Stop Talking About End Dates

Many of us are still thinking about content marketing as a series of campaigns. The thing about campaigns is they typically have a start date and an end date. In a B2B world, when the sales cycle may be 18 months, how many deals can you close during a 3 month campaign.

So in order to create truly binge worthy content marketing, start thinking always on and interconnected.

Check out our list of other must see sessions at MarketingProfs B2B Marketing Forum.

Also, follow along on Twitter by following @TopRank

Must-See Sessions & Top Tips for Finding Your Squad at #MPB2B

For some people the happiest place on earth is Disneyland, for me, it’s the annual MarketingProfs B2B Marketing Forum in Boston.

Last week, I ran a poll on Twitter to see what people were looking forward to most at the B2B Marketing Forum, and while many are interested in learning new B2B tactics and meeting other smart marketers (smarketers?), the vast majority are excited to see what Ann Handley has in store for this year’s conference.

There are two things that make this conference one of my favorites:

  1. The content is amazing.
  2. The people are amazing.

This is my third year attending MPB2B and my first year speaking, so I’d like to think that I’ve gotten the lay of the land by now. So, to help you out, I’ve compiled a list of must-see sessions (so you’re not scrambling for the next three days) and some top tips for finding your squad at this great event.

Must-See Sessions at MPB2B

Ardath Albee
CEO & B2B Marketing Strategist, Marketing Interactions

How to Create Binge-Worthy Content Experiences that Move Buyers to Buy

We all know that more content is being created than ever and many of us struggle to keep our increase our content engagement. Ardath Albee’s session promises to deliver on the secret of getting yours buyers to binge on your content, by connecting the dots and showing them the value of swift immersion.

Jon Miller
CEO & Co-Founder, Engagio

The Secret Sauce for Account Based Marketing

If you’re wondering how industry leaders are practicing ABM, what works and what doesn’t, this is the session for you. Jon Miller’s session will give you the inside scoop of how ABM works at Engagio and how you can orchestrate programs that get results.

Lee Odden
CEO, TopRank Marketing

From Why to ROI: B2B Influencer Marketing Case Studies for Success

How can B2B brands put influence to work in their marketing? Through three case studies, Lee Odden will demonstrate influencer strategy best practices and how to measure performance to satisfy both the why and the ROI of working with B2B influencers.

What You Know About Content Marketing—FoGetAboutIT—This Is ABM

On this panel, Lee Odden, Joe Chernov, Meagan French and Justin Gray will discuss the role of content through the lens of ABM. The conversation will also explore how hyper-personalized, value-driven content and sales offers completely reframe your outbound strategies and tactics.

Chris Moody
Content Marketing Leader, GE Digital

Content Marketing on a Shoestring Budget

You must show the value of your content marketing, in order to gain more budget and grow the success of your program

If you can spare 45 minutes and $1,000 to spend on content marketing, walk away from Chris Moody’s session with documented content strategy and an action plan for content success that you can start today.

Alex Rynne
Content Marketing Manager, LinkedIn

Your LinkedIn Marketing Tactical Plan

If you are looking for an actionable plan for driving brand awareness and revenue on Linkedin, then don’t miss Alex Rynne’s Thursday session.  Based on the results of dozens of A/B tests, find out what type of content performs best across LinkedIn Company Pages, Sponsored Content and InMail and how to run your own A/B tests to ensure your content is as relevant as possible to your target audience.

And walk away with a one-page plan to outline key metrics and determine the success of your LinkedIn plan.

Dayna Rothman
VP Marketing & Sales Development, BrightFunnel

Connecting Your Customer Journey to See More Success

In her session, Dayna Rothman will explain how to use measurement to optimize each stage of the buyer’s journey, make informed marketing decisions, and better understand what’s working—and what’s not. You’ll learn how your marketing team can utilize existing campaign data to dig deeper into performance and make intelligent decisions that will positively impact future pipeline and revenue.

Tim Washer
Creative Director, Cisco

Stop Boring Content with Comedy Writing Secrets

Join Tim Washer Friday morning for a lively session to help you hack the secrets of comedy writers to create content which is never boring. You will learn how to identify the common causes of dull content and tap into tactics for generating tons of creative ideas quickly.

Avoid corporate creativity deathtraps and use this session to spark creativity within your corporate team.

Ashley Zeckman
Director of Agency Marketing, TopRank Marketing

Scrappy B2B Creativity Hacks

What kind of marketer would I be if I didn’t encourage you to attend my own session? I will be taking the stage with Nick Westergaard and Andy Hunt to engage in an eye-opening discussion that will show you how you can leverage the latest content marketing tools to build your brand and grow your business without breaking the bank. In short, you’ll learn how to be scrappy.

Top Tips for Finding Your Squad

MarketingProfs has done an amazing job of connecting attendees to each other. And how could they not with an amazing Chief Content Officer like Ann Handley at the helm?

Getting the most out of a conference isn’t always about the content (although that’s important), it’s about meeting other like-minded marketers that you can connect with and learn from.

Below are three of my tips for finding your squad at an event like MPB2B:

#1 – Attend Social Events

I will be the first to tell you that being super social isn’t always easy. So while it may be tempting to sit in your room and fire of emails, peel yourself away from the comfy bed and make your way to one of the many social events surrounding the conference. These events offer a great opportunity to make new friends in a relaxed setting and learn a little bit more about what they do and why they are here. To help you out, here are a couple ice breakers:

  • What are you looking forward to most at this conference?
  • Have you attended before or is this your first time? (the marketer’s equivalent of “do you come here often?”)

#2 – Make New Friends in Session & at Lunch

While it can be tempting to sit with people you already know during sessions and lunch, don’t.

Instead, sit in a random row or at a random table and start a conversation with someone you don’t know. I have met some great people by plopping myself down at a table where I didn’t know a soul.

#3 – See Who’s Interacting Online

It’s amazing to think about the number of people you meet virtually, but have not met in real life. Events like MPB2B are a great opportunity to take those online conversations offline. See who is interacting on platforms like Twitter (or the event app) and set a designated time and place to meet.

What Are You Looking Forward to Most at MPB2B?

So now that you have some insights into what I’m looking forward to most, I’d like to know: what do you consider must-see sessions at MPB2B?

Faster Deeper

The six second ad is here. Jeffrey Katzenberg is looking to raise $2 billion to “invent” ten minute TV. The notification screen is the new home screen. Google’s pushing their AMP (accelerated mobile page) format harder and harder. The world wants fast. They want brief. Bites. Tapas.

Faster

Look, everyone wants to tell you that this or that is dead. It is. Everything died. And then there are new things. Those are alive. Until they die. Good. That’s out of the way.

The six second ad. You’ve looked at YouTube lately. There are two types of ads. One you can skip and one you can’t. If you can skip, you hover over that box barely watching the ad. If you can’t and the ad is six seconds, you accept it. If you can’t skip and it’s 30 seconds, you think “what a jerk.” Jerk. Your 30 second ad makes you a jerk. (30 used to be a “short” ad.)

Tweets. 140 characters. People used to rail against the format. “Why so few characters?” The truth is that Twitter pushed a really specific reality to bear: everyone’s too wordy and we need to get clear and concise. The form brought forth a lot of new voices and also other versions of the same concept.

Instagram: one picture (eventually short videos). Snapchat: vanishing pics and videos. Emojis and Gifs. Did you know that Giphy serves up 2 billion gifs a day on their platform? Gifs are repeating few-second bits of video.

But if everything’s so fast, where are we going? How do we know we’re in the right place? What can we learn if everything is moving whipsaw like it is?

Deeper

The strange intersecting trend is that it’s become more and more okay to be the real you. At the very same time a raft of tools has arrived to show off idealized versions of our lives, people are seeking out connections to the “real.” As virtual reality tees up, we want to go deeper with others and we want the real world. Or more accurately, we want the world we wish were the real world.

It’s possible to get deep quickly. Part of this is cultural, and in this, I’m deeply biased. You see, the rest of the world calls American culture avocados. We’re super soft and squishy and let you get super close fast, but our REAL selves are hidden in a core that’s hard to breach. By contrast, a lot of the world’s cultures are coconuts. The outside is a lot of work but once you’ve done that work, everything inside is worth it.

I think the avocado in us, the willingness to share a lot of who we are is something we can and should strive to deploy in these new fast methods. But just like there’s a massive difference between really good guacamole and a mushed up avocado, the goal with this new method will be to deliver an actual connection between your buyer and the values and mission of your organization.

Faster Deeper

We have to communicate faster, and deliver a deeper message. Not always and not super deep. But somewhere in how we do what we do, our values and mission have to be accessible.

Chobani didn’t beat Danon on price. They gave people what they wanted (more protein and less sugar), and they made it clear that they were donating some of their profits to causes. CEO Hamdi Ulukaya gave all his employees stock and made everyone in the company a lot better off in the process. None of this shows up on the label or in their ads. But the story spreads in short fast bursts through their media.

Sometimes, we buy something simply for ease of use and/or price. I like how I’m treated at the Cumberland Farms gas station and so I choose to go there for fuel. But if the lines are too long, I’ll go wherever. Sometimes, you just need a slice of pizza and it doesn’t much matter and other times, you want a sustainable farm-to-table dining experience.

But as messaging vectors, we might want to think more about how to make our messages faster and how to get deeper in that short amount of time.

Even this post is too long. Right?

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50 B2B Marketing Influencers Speaking at #mpb2b

B2B Marketing Influencers

It’s October and you know what that means? Its B2B Marketing influencer speaker list time again.

One of my all-time favorite conferences is MarketingProfs B2B Forum in Boston and for the past few years I’ve had some fun listing out a top list of speakers ranked by influence around the topic of “B2B marketing”.

As usual, I used the influencer marketing platform Traackr to import the list of speakers from #mpb2b 2017 and rank them according to a combination of topical resonance and relevance as well as network reach related to “b2b marketing”.  Of course, use of their platform in this way is like 1% of what Traackr can do. I imagine they cringe every time I use their robust tool for such a simple list – but hey, they provide me with access and I use the tool as I see fit.

To clarify, my agency TopRank Marketing is also a paying customer of the Traackr platform for clients, where it is used in support of B2B influencer marketing programs for brands like SAP, BMC Software, McKesson and others in ways that are more in line with the platform’s capabilities.

B2B Marketing influencers network

This is a legit list that recognizes people creating content around B2B marketing that resonates with their social following. At the same time, sometimes people take lists a little bit too seriously, so let’s have a little fun here and there with some special “awards”.

First, here are some “compelling” stats about the people on this year’s list:

  • 40% are women
  • 14 are CEOs
  • 4 are CMOs
  • 6 are named Chris
  • 12 have beards

And the “Khaleesi of Content” Award goes to:

Ann "Queen of Content" Handley
Ann Handley @marketingprofs
Chief Content Officer
MarketingProfs

Here’s the 49 additional B2B marketing speakers that came up in the search for influencers:

Pam Didner @pamdidner
Senior Marketing Consultant, Author, Speaker
Relentless Pursuit

Michael Brenner @BrennerMichael
CEO
Marketing Insider Group
Winner of the “nicest guy you’ll ever meet in marketing” award

Lee Odden @leeodden
CEO
TopRank Marketing
Winner of the “Puts himself in his own list” award – actually, it’s legit

Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions

Katie Martell @KatieMartell
Marketing Consultant
Katie Martell, On-Demand Marketing
Winner of “I will always remember the marching band at B2B Forum” award

Christopher Penn @cspenn
Vice President of Marketing Technology
SHIFT Communications
Winner of the “You think you know AI? I AM AI!” award

Kerry O’Shea Gorgone @KerryGorgone
Director of Product Strategy, Training
MarketingProfs

Jon Miller @jonmiller
CEO and Co-Founder
Engagio
Winner of rocket scientist marketer AND serial entrepreneur award

Doug Kessler @dougkessler
Creative Director & Co-Founder
Velocity Partners
Winner of the “I swear and people love me for it” award

Carlos Hidalgo @cahidalgo
Founder & CEO
VisumCx

Joe Pulizzi @JoePulizzi
Founder
Content Marketing Institute
Also Co-Founder & Board Member, The Orange Effect Foundation
Winner of “I’m doing whatever I want from now on” award

Mark Schaefer @markwschaefer
Keynote speaker
Schaefer Marketing Solutions

Pawan Deshpande @TweetsFromPawan
CEO
Curata

Ashley Zeckman @azeckman
Director of Agency Marketing
TopRank Marketing

Mary Ellen Slayter @RepCapital
Owner
Rep Cap

James Thomas @jthomas_44
CMO
Allocadia Software

Chris Chariton @cchariton
Senior Director, Marketing & Business Development
GTM

Samantha Stone @samanthastone
Founder & CMO
The Marketing Advisory Network

Stephan Hovnanian @stephanhov
Content Solutions Architect
Bambu by Sprout Social

Raviv Turner @ravivturner
Co-Founder & CEO
CaliberMind

Heidi Cohen @heidicohen
Chief Content Officer
Actionable Marketing Guide

Tim Washer @timwasher
Creative Director, SP Marketing
Cisco
Winner of “deadpan everyman funnyman” award

Justin Gray @Jgraymatter
CEO
LeadMD

Nancy Harhut @nharhut
Chief Creative Officer
Nancy Harhut & Associates

Andrea Fryrear @AndreaFryrear
President and Lead Trainer
AgileSherpas

Tamsen Webster @tamadear
Founder and CEO, Strategic Speaking
Winner of “I’m on the same list as Tom” award

You Mon Tsang @youmon
Founder and CEO
ChurnZero

Bob Meindl @BobMeindl
Director, Marketing
Cisco

Mitch Joel @mitchjoel
President
Mirum Agency
Winner of “best looking bald man dressed in black” award

Bill Sebald @billsebald
Founder / Partner / SEO
Greenlane Search Marketing

Dayna Rothman @dayroth
VP Marketing & Sales Development
BrightFunnel
Winner of “coolest tattoos on a marketer” award. 

Chris Arrendale @Arrendale
CEO & Principal Deliverability Consultant
Inbox Pros

Chris B Wilson @DrSocialMedia
Inbound Consultant
HubSpot

Chris Marr @chrismarr101
Founder & Director
Content Marketing Academy
Winner of “the best accent, ever” award

Ahava Leibtag @ahaval
President
Aha Media Group

Derreck Kayongo @DerreckKayongo
CEO
Center for Civil and Human Rights

Jessica LaHaie @JessieLaHaie
Influencer Relations Coordinator
TechSmith Corporation

Brian G. Peters @Brian_G_Peters
Digital Marketing Strategist
Buffer

Michelle Huff @michelle_huff
Chief Marketing Officer
Act-On Software, Inc.

Meagan French @mkfrench
Founder and President
Lotus Growth

Tom Webster @webby2001
Vice President, Strategy and Marketing
Edison Research
Winner of “I’m on the same list as Tamsen and she’s kicking my butt” award

Scott Monty @ScottMonty
CEO & Co-Managing Partner
Brain+Trust Partners

Jason Hsiao @jason_hsiao
President & Co-Founder
Animoto

David Berkowitz @dberkowitz
Chief Strategy Officer
Sysomos

Alison Levine @Levine_Alison
Executive Producer — The Glass Ceiling, Follow Your Dream

Chris Goward @chrisgoward
Founder & CEO
WiderFunnel Marketing Optimization

Matt Childs @MattyChilds
Director of Digital Marketing Sales, North America
Brightcove

Melissa Case @startabuzz
Corporate Blog Manager
Citrix

Joe Chernov
Joe Chernov
@jchernov
CMO
InsightSquared
Winner of “most epic beard on a CMO” award

If you’re a conference organizer looking for influential speakers on all topics around B2B marketing, then this list might be a good reference for your 2018 planning.

And if you’re attending MarketingProfs B2B Forum in Boston this week, there’s an entire schedule of talented marketers enlisted to share their B2B knowledge bombs on you including this fine group.

Why to ROI B2B Influencer Marketing
TopRank Marketing will be participating in the B2B Forum with Alexis Hall and Dan Rasmussen attending. Ashley Zeckman and I will also be involved with multiple presentations including:

We hope to see you there!  If not, be sure to follow us on the conference hashtag #mpb2b and @toprank.

CBM100217

Here are the notes from the Chris Brogan Media broadcast for 10/02/2017. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

A single gunman is responsible for the worst shooting on US soil.

Violence broke out over voting for an independent Catalan.

This can be tricky. Look at this empty football stadium.

Nestle is betting big on plant-based in coming years.

Check this out. Add a little asphalt to your batteries and they charge faster.

BitCoin and Blockchain are tricky. Here’s a pretty good explanation.

Now this will happen a lot more frequently. The Dutch Navy is 3D scanning all their equipment and parts.

The cashless future is coming faster. Shake Shack is opening its first cashless location.

Would you let deadly creatures sting and bite you? This guy does.

Which movies stink the most this year? Oh there’s a list.

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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2018 B2B Content Marketing Report Indicates Marketers are Finding Content Marketing Success

As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards.

But perhaps, this will be the year that changes.

Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B2B Content Marketing Benchmarks, Budgets and Trends.

We’ve come to rely on this report to be a definitive content marketing guide of sorts that provides a finger on the pulse of our industry and shows how we align (or don’t) with our content marketing peers.

In order to move forward, we have to know where we are today, including what is working and what is not. Below are what I consider to be some of the top learnings from the report.

Showing a Commitment to Content Marketing

As we know, content success does not happen overnight. It takes resources, dedication and patience. Commitment to content must be ingrained into company values and culture if it is going to work. So what is the outlook for 2018?

92% of B2B organizations are committed to content marketing. @CMIContent @MarketingProfs Click To Tweet

Based on these results it’s evident that only a small number of organizations are falling behind in their support of content marketing initiatives.

Characterizing Success of Content Marketing

But does commitment always equal success? In order for content marketing to be successful, it must be meeting the objectives as outlined by your organization. While 27% of B2B respondents are finding minimal or no success with their content marketing, many are!

73% say their content is moderately or very successful. @CMIContent @MarketingProfs Click To Tweet

The vast majority of respondents say that creating high quality content that is more efficient has been a leading factor to their success. Following closely behind is either developing or adjusting their content strategy.

Why a Content Marketing Strategy Isn’t Being Developed

It’s no surprise that marketers who develop a documented content strategy report higher levels of success. So what is keeping teams from developing a comprehensive content strategy?

67% B2B marketers don’t have a strategy because they have a small team. @CMIContent @MarketingProfs Click To Tweet

 

Feeling like they don’t have enough time is still a concern for many marketers while a small percentage (11%) simply feel like a strategy is not important.

Content Creation & Distribution Process

Content marketing process often determines success. And, efficiency can sometimes make or break a brand’s approach to content marketing.

27% rate project management flow during content creation as fair. @CMIContent @MarketingProfs Click To Tweet

For the most part, it appears that content marketers have found a process (or series of processes) that helps them efficiently and effectively get content marketing created.

Content Helping Reach Business Objectives

As customer preferences continue to evolve, the content experience will only become more important. That also means understanding what content types resonate best with your audience.

50% find eBooks & white papers to be their most effective content type. @CMIContent @MarketingProfs Click To Tweet

Interestingly, social media, case studies and videos are the top types of content being created but are not necessarily the most effective.

Effective Formats for Distributing Content

For many content marketers amplification planning for content is an afterthought. They spend a significant amount of time creating the content, but aren’t as focused on how it will be distributed.

74% say email is most effective for distributing content marketing. @CMIContent @MarketingProfs Click To Tweet

Email is both the top used and most successful tactic for distributing content according to the respondents of this survey.

Measuring the ROI of Content Marketing

What does content marketing success really look like? It varies largely by organization but an increase in leads or sales or a decreased cost of customer acquisition is a top objective for many brands.

Only 35% of organization’s measure their content marketing ROI. @CMIContent @MarketingProfs Click To Tweet

For those not measuring content ROI, they cited the top two reasons as formal justification not being a requirement or that they needed an easier way to measure ROI.

Want the Full Report?

The good news is that more and more B2B brands are finding success with content marketing initiatives. The bad news however is that measurement and ROI still seem to be a struggle for many.

The key findings above are only a sample of what’s included so be sure to review the whole report below for other lessons in B2B content marketing.

What did you find to be the most surprising finding for 2018?

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Here are the notes from the Chris Brogan Media broadcast for xx/xx/xx. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

I have some correspondents today! Both Jeff Sass and Marc Ensign signed in to help us out today! You’ll see them in the show.

Want to invest super easy? This Stash app looks pretty interesting.

Also, Ikea has acquired TaskRabbit. Why? You weren’t going to assemble that bureau. Admit it.

Wait. We could make power happen from evaporating water?

Hurricane Maria has laid waste to Puerto Rico. Here’s some of that.

Once again, Walmart steps in to help with hurricane relief.

Walmart’s done well with their acquisition of Jet and now it looks like Jet is rising above and growing out its service.

People have been pretty upset about Colin Kaepernick not celebrating the National Anthem. Here’s what US Veterans think of that.

Speaking of Colin, two NFL guys saw a kid wearing his jersey at a Gamestop so they bought him an XBox.

In the realm of “hey this might be useful,” check out Forrester’s information on customer purchase journeys.

Also, look at how VCs are approaching the recruitment problems facing the workforce.

Ever wonder what you should put in the pantry of your fallout shelter? Me neither.

Travel anywhere on earth in less than an hour? That’s Elon Musk’s plan.

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Digital Marketing News: LinkedIn Top Content, Twitter Gets Character & Apple Goes Google

The Content Preferences of LinkedIn Members [Infographic]
What kinds of content do LinkedIn users prefer? A new infographic shows that LinkedIn users prefer content that’s informative, educational and relevant. MarketingProfs

Giving you more characters to express yourself
Twitter recently announced they’re giving us an additional 140 characters with which to convey our deepest, Tweetiest thoughts by upping their character count to 280. They believe this will encourage more active posting on their platform. Twitter

Apple switches from Bing to Google for Siri web search results on iOS and Spotlight on Mac
Apple has finally made the plunge with Google – when you search with Siri on your iOS device or Mac, you’ll be shown search results from Google. In other news, none of that would have made any sense 20 years ago (according to Josh Nite). TechCrunch

Adding LinkedIn’s Profile Card on Office 365 Offers a Simple Way to Build a Professional Relationship
LinkedIn and Microsoft have made it official recently with the anticipated rollout of the ability to integrate your personal LinkedIn profile card with your Office 365 profile. Full details and how-to’s are available, and the release will happen over the next couple of weeks. LinkedIn

Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube
Google has announced four new tools to help brands and users “capture the attention of your audience on YouTube.” These tools include Custom Affinity Audiences, Video Ad Sequencing and more. Inside AdWords

Instagram Hits 800 Million Monthly Users, Adding 100 Million in Just 5 Months
AdWeek reports: “After announcing this morning that Instagram has 2 million advertisers, the Facebook-owned app also says that it has 800 million monthly users, up from 700 million in April.” AdWeek

Report: The future of paid-search marketing is machine learning and AI
“Machine learning-optimized campaigns saw 71 percent better conversion rates and lower CPCs than those not using it.” At least, that’s what Search Engine Land makes of the recent report from Acquisio. Search Engine Land

Only A Third Of Ad Execs Trust Their Audience Data, Measurements
According to a recent survey, only 33% of advertising executives consider their data to be completely trustworthy. Only 29% said they felt their audience analytics/measurement was completely accurate. MediaPost

What were your top digital marketing news stories this week?

We’ll be back next week with more digital marketing news! If you have something to share, pass it along to the newsroom or Tweet me @Tiffani_Allen or @toprank.