Stern + Associates

MAY 8, 2023

Social media has become an essential integrated marketing channel for B2B companies. According to a survey by Content Marketing Institute, 95% of B2B marketers use social media to distribute content. For example, let’s say you’re a B2B company that sells cybersecurity services.

B2B 111

B2B Social Media Company SMB 111

Sword and the Script

OCTOBER 3, 2017

B2B marketing has overwhelmingly adopted the concept of content marketing, according to the 2018 B2B Content Marketing Benchmarks, Budgets & Trends survey. That may mean content marketing is maturing, but that also means competition for an audience will heat up.

Content Marketing 64

Content Marketing B2B Survey Analysis 64

Waxing UnLyrical

NOVEMBER 30, 2018

Did you know that 47% of B2B marketers and 34% of B2C marketers don’t measure content marketing ROI? And one of the main reasons is that they find it difficult to measure. Another reason why marketers don’t measure content marketing ROI is that they simply don’t know how to do it.

Content Marketing 76

Content Marketing Measurement Marketing SEO 76

Contently - Strategy

JULY 27, 2020

In-person events make up over 20 percent of B2B marketing budgets on average, and upwards of 50 percent inside many organizations. Smart marketing leaders are planning to shift that budget to content, as it’s more or less impossible to do good digital marketing without great content.

Content Marketing 142

Content Marketing Marketing Creativity Technology 142

Sword and the Script

OCTOBER 13, 2020

The most effective blogs in B2B marketing tend to publish longer posts, more frequently, with visuals, paid distribution and analytical measurement Blogging doesn’t have the appeal that voice search, personalization or influencer marketing do in B2B marketing, but when it’s done right, it’s surely effective, according to a new study.

B2B 147

B2B Study Blogging Marketing 147

Contently - Strategy

FEBRUARY 18, 2020

When we talk about content marketing ROI, we often ignore one of the biggest opportunities in front of us: sales enablement. As I wrote about in this Ask a Content Strategist column , content marketers have a tendency to stop thinking about ROI after lead generation. The Hidden ROI of Content Marketing Platforms.

Content Marketing 117

Content Marketing Case Study Marketing B2B 117

Polaris

DECEMBER 9, 2014

The Content Marketing Institute (CMI) and MarketingProfs recently released their latest joint study on the use of content in the marketing mix: B2C Content Marketing, 2015 Benchmarks, Budgets and Trends—North America. Email marketing clearly deserves to be near the top of the list. I certainly was.

B2C 194

B2C Content Marketing Study Trends 194

5W PR

MARCH 2, 2020

Marketers who are successful in connecting with their target audiences would also attest to that, but is it happening? Content Marketing Institute recently weighed in on the matter by sharing results of its research of folks who work at B2B and B2C companies. Content Marketing. Why the contrast?

Content Marketing 97

Content Marketing Marketing B2C Exercises 97

Sword and the Script

SEPTEMBER 28, 2022

B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both . Numbers like these from eMarketer make my head explode: “US B2B display ad spending on LinkedIn will total $3.01

B2B 88

B2B Marketing LinkedIn Content Marketing 88

PR 20/20

SEPTEMBER 29, 2022

C ontrary to many marketers’ beliefs, B2B (business to business) content doesn’t have to be boring. Creative content should be a key element of your marketing strategy as it has the power to build trust, gain new customers, and convert them to leads. Measure, measure, measure.

B2B 61

B2B Creativity Content Marketing Measurement 61

Sword and the Script

AUGUST 27, 2019

Content marketing could quite possibly be the most misunderstood concept in marketing today. Most confuse content marketing as synonymous with content, which is a solid way to make sure your content marketing program underperforms, or worse, fails. So, what is content marketing?

Content Marketing 85

Content Marketing Marketing B2B Web 85

Sword and the Script

JUNE 27, 2017

What does it take to implement content marketing effectively in a B2B organization? It’s not an easy question to answer broadly because: a) every team has its own dynamics; b) every organization has constraints and limitations, and c) every vertical market has its own unique characteristics. 3) Perseverance.

Content Marketing 68

Content Marketing B2B Marketing Leadership 68

Sword and the Script

JUNE 13, 2017

The recent commentary on content marketing by Gartner Research may have given B2B tech marketers motivation to reconsider the concept. Every B2B tech marketer is familiar with the analyst firm because of the implication the four corners of one certain magical graphical quad chart can have on a short list of vendors.

Content Marketing 77

Content Marketing Marketing B2B Analytics 77

Sword and the Script

FEBRUARY 2, 2022

In any case, both of these were “audience buys” and proved to be savvy PR, content marketing and SEO moves. First, B2B companies spend roughly $150 for every email they collect. Most of these come from registering for one-off gated content like white papers and webinars – these assets are expensive to create and promote.

SEO 130

SEO Content Marketing Marketing Software 130

Stephen Waddington

FEBRUARY 24, 2020

Brand journalism is seldom done well by B2B organisations. Gay Flashman suggests that B2B organisations should become publishers to engage with customers and prospects. Her new book Powerful B2B Content was published earlier this month by Kogan Page. Gay Flashman has answers in her new book.

B2B 88

B2B Journalism Case Study Storytelling 88

Sword and the Script

APRIL 20, 2021

True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. She works for a B2B tech company that “doesn’t believe marketing” but she knows they need it desperately. More than a proactive partner: an extension of your marketing and PR team.

B2B 105

B2B Leadership Marketing Blogging 105

Sword and the Script

FEBRUARY 14, 2017

The first measure came from a business with a marketing automation system implemented. The second measure was largely a manual effort: going back through the deals closed at the end of the year and identifying which ones had downloaded gated for content featured on the blog. Components to Effectively Measure a B2B Blog.

B2B 67

B2B Measurement Blogging Community 67

Deirdre Breakenridge

FEBRUARY 23, 2015

Content marketing as a discipline is still relatively new, and it’s evolving into whatever we professional communicators and marketers say it is. How do you most effectively package your company’s unique value propositions and expertise, and deliver it to the market? Focus on the content. Play to their ego.

Content Marketing 150

Content Marketing Marketing How To Leadership 150

Critical Mention

APRIL 5, 2019

Without great content, you lessen your chance of generating leads and conversions. Simply put, content marketing is an effective way to generate and nurture leads, as well as keep your brand relevant in today’s digital world. What is content marketing? Research the types of content marketing that sell.

Content Marketing 75

Content Marketing Marketing Crisis Communications SEO 75

Sword and the Script

OCTOBER 7, 2014

It was the 5 th annual B2B Content Marketing Survey which conjured up that memory – from perhaps a more frightening part of my mind. Marketers who put their content marketing strategy to pen and ink, were twice as likely to consider their organization effective – 60% to 32%. Rhythm and ROI.

Content Marketing 126

Content Marketing Study Marketing Survey 126

Sword and the Script

NOVEMBER 15, 2022

75% of marketers say they don’t spend enough time on B2B content amplification because they don’t have time (77%) – they are too busy making more content they also won’t have time to amplify. Why doesn’t marketing have time? Because they are too busy creating content. That’s not marketing.”

B2B 78

B2B eBook Survey Report 78

Agility PR Solutions

JULY 8, 2019

As content marketing continues its rapid ascent among PR and communications priorities, a new industry report examines how today’s content marketers assess the strengths and weaknesses of their strategies, skillsets and integration alignment.

Measurement 72

Measurement Healthcare Marketing B2B 72

Contently - Strategy

OCTOBER 18, 2022

Content marketers often have difficulty getting executive buy-in for customer research. Not all companies have heavy pennies for product marketing—meaning content marketers are expected to do the humungous task of audience research on their own, along with their other responsibilities. Lack of buy-in.

B2B 94

B2B Company Survey Enterprise 94

Sword and the Script

JANUARY 20, 2018

As the landscape stands today, I tend to be more bullish on augmented reality (AR) than virtual reality (VR) in B2B marketing. This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. Why You Can Run a Campaign Inside Content Marketing, but Not the Other Way.

Case Study 97

Case Study B2B Study Marketing 97

Flack's Revenge

NOVEMBER 29, 2017

On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. By 2014 it was obvious that video was the rising star of content marketing. A recent example was a panel we put together with several other top marketers for a live (and lively!) You can see the recording here.

Video 153

Video B2B Film Marketing 153

Sword and the Script

DECEMBER 20, 2016

Here are my predictions for PR , content marketing and social media ; one each. In 2017, PR professionals will be increasingly viewed as strategic business advisors championing integrated communications across the silos of digital marketing, PR and social media. PR is the Best Kept Secret in Effective Content Marketing.

Content Marketing 60

Content Marketing Social Media Marketing Media 60

Sword and the Script

JULY 19, 2016

Marketers are reporting better results stemming from content marketing. That’s according to a recent survey published by Ascend2 titled 2016 State of Content Marketing Survey Summary Report. Click Here to Subscribe to Sword and the Script by Email.

Survey 60

Survey Content Marketing Marketing B2B 60

Sword and the Script

OCTOBER 24, 2017

The biggest challenge in B2B lead generation underscores the biggest challenge in B2B lead generation: it might lead some to overlook the fact lead generation campaigns don’t work in isolation for long. That’s my take on some of the data from the 2018 Chief Marketer B2B lead gen report. 51% say finding leads that convert.

B2B 64

B2B Report Marketing Survey 64

Sword and the Script

NOVEMBER 28, 2017

These habits are applicable to corporate blogging where a blog is a central platform in a content marketing strategy. Don’t miss these related posts: B2B Blog Metrics: 4 Effective Categories to Measure Success. The 4 Engines You Need to Pull Off Content Marketing Successfully. Give our services a try.

Study 78

Study B2B Marketing Survey 78

Sword and the Script

NOVEMBER 22, 2016

If you’re not using Facebook ads because you don’t think they work in B2B marketing , then you are among thin ranks. Several surveys reviewed by eMarketer suggest social media advertising continues to advance – and Facebook is often voted the most effective paid platform – even for B2B. req.) – by Regalix found.

B2B 60

B2B Facebook Marketing Social Media 60

Cision

OCTOBER 4, 2017

Journalists are no longer measured by the quality of their work; they are measured by the effectiveness of their work. Similar to communications professionals, reporters are measured by data and metrics such as: How much traffic did the story drive? Visual Content Impacts Your Performance. Better understand efficacy.

How To 282

How To Storytelling B2C Measurement 282

ImPRessions - Crenshaw Communications

MARCH 11, 2021

Though they’re typically created for advertising purposes, edcals give a PR team a topic guide for creation of press releases, blog posts and content marketing. By laying out what content to create, when to pitch and whom to pitch, editorial calendars make PR both easier and more effective. Measure Performance.

Pitching 308

Pitching Content Marketing Measurement Social Media 308

Sword and the Script

MAY 6, 2017

Your Marketing Predecessor was Probably a Hot Mess [UML]. PR, Social Media and the Imperative of Content Marketing [UML]. 3) Context in measurements. Good measurements include the flow of traffic, conversions, leads and sales. However, the challenge in B2B marketing is that the buyer’s journey isn’t linear.

Measurement 66

Measurement Marketing Survey Advertising 66

Sword and the Script

FEBRUARY 16, 2021

That’s measured by asking respondents to rate trust on a nine-point scale from “distrust” to “neutral” to “trust.” Keep your content marketing separate and distinct. This blog is just a clever cover story for a boutique and savvy marketing and PR consultancy serving B2B tech. emphasis mine ]. Did you know?

Government 136

Government Survey Ethics Media 136

Sword and the Script

MAY 8, 2018

This latest survey polled 362 senior marketers and I’ve culled through the 95-page report to review the data from B2B product segment and the technology vertical, which are the markets I serve. Here are five points I think are relevant for B2B marketing leaders. 1) Marketers anticipate budget growth.

Survey 62

Survey B2B Marketing Mobile 62

Sword and the Script

OCTOBER 11, 2022

The internal meetings and communications that on-staff comms people have to do prevents them from having the time and focus required to write and edit the content marketing and thought leadership.”. Comparing B2B and B2C answers. There were also some noticeable differences when comparing answers by market segments.

Agency 139

Agency B2C B2B Survey 139

Cision

DECEMBER 18, 2017

However, given the rise in popularity of content marketing, marketers now find value in having an internal content calendar to stay organized with what they publish on their blogs, websites, press releases and social media. Here’s why you should consider creating a content calendar for your company.

How To 0

How To Content Marketing Conference Analytics 0