B2B Marcom

Why Blog Comments Matter

Why Blog Comments Matter

Today's post from the Chamber of Commerce features advice on how blog comments can add value to your business and online community.

The value of a blog doesn’t stop at the “Publish” button. Reader comments may be just as valuable as the blog posts themselves, especially if those comments lead to more content ideas or relationship building, among other outcomes. And if you have a small business blog, you might just find that blog comments open the door to results-driven opportunities like sales and influencer outreach.

After all, your blog is an important part of your online community—and enabling (and encouraging) comments gives readers the ability to have a voice. It also provides an outlet for readers to make suggestions and recommendations that you can then implement.

That being said, not all blog posts immediately inspire a wave of comments—and for those who are new to the blogosphere, encouraging reader comments ...


K’s Top Five for the Week – March 27

K’s Top Five for the Week – March 27

This week, my list of top five picks focuses on how to help you improve your content.

The first pick is a link to an excellent webinar which showcases how a B2B telecom company used content marketing strategy to dramatically improve their lead generation and lead nurturing campaign results.

Whether you need to identify more than one ideal customer profile, use more numbers in your writing, or simply make sure your content doesn’t get screwed up there’s some tips here to help you. And the post on improving your website is a nice little checklist you can hang right next to your computer.

Let me know what you think, and if you have some other great content to share leave it in the comments. Enjoy!


How Content Strategy is Transforming an Entire Marketing and Sales Organization via @b2bleadblog Ever have to run a campaign promoting a solution that could ...


K’s Top Five for the Week – February 27

K’s Top Five for the Week – February 27


This week’s top five list features a post discussing an announcement from Google on changes to their algorithm to deal with the problem of high-ranking content farms.

The other four picks have some gems to help you with your content marketing program. Whether you’re looking to bust some myths, integrating social media, wondering about the importance of good design, or trying to figure out what’s going wrong (or right) with your content marketing program, there’s a post to help you out.


Google Changes Algorithm to Punish Content Farms via @hubspot As someone who is a big advocate of creating good content, it was wonderful to hear about Google’s algorithm change to reduce the rank of content farms. Hubspot has a great post which summarizes what the changes can mean for you and your content marketing program.

The 3 Big Myths of B2B Content Marketing via @junta42 With over ...


Three Tips for Easy Editorial Calendars

We’ve all heard it. I see the reminders practically every week in one form or another. And they all say the same thing.

Get an editorial calendar.

Now if your first thought was “editorial, schmeditorial,” you’re not alone. Whether it’s because planning content is overwhelming or because it’s viewed as administration, many marketers skip this step. And I have to admit, it’s tempting.

But it’s also a mistake.

Using editorial calendars in B2B content marketing has lots of benefits. It helps you:

  • Ensure you have content for each part of the buying cycle
  • Plan content focused on each of your buyers and influencers
  • Create  content in a variety of formats
  • Build a structure to help you manage freelancers and in-house content creators
  • See how to calendar your social media marketing content
  • Visualize and plan how your year is going to unfold

Those benefits are hardly administrative. And by ...


2 Parts of a Case Study You Should Never Skip

You already know case studies are marketing gold. In fact, Eccolo’s recent survey of technology buyers and influencers showed nearly 80 percent of respondents said case studies were moderately to extremely influential in their buying decision.

Now you’re ready to start preparing for next year by getting some new case studies for your company.

That’s great!

But before you schedule those client interviews, make sure your questions cover these two critical components of any good case study.

The Problem Solving Process All case studies talk about the problems a client had before the hero of the story swoops in to make life easier and more profitable.

And that’s good.

It’s the part of the story where you hope the reader starts to see themselves so they’ll identify with the client and wonder if your company can do similar things for them.

Unfortunately, too many case studies stop with ...


6 Keys for Creating Compelling White Papers

In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects.

What was at the top of the list?

White papers.

Of course not all white papers are created equally. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Done poorly, white papers can do more to make you look bad than influence your prospects to buy.

So whether you call them white papers, executive briefings, or special reports it’s important to take the time to make them the best they can be.

Here’s my list of six things that will help you make your next white paper as compelling and effective as it can be.

#1 – Write to a single ideal prospect

I know many of you may bristle at this one, ...


3 Ways to Get the Most from Case Studies

What’s one of the most valuable pieces of collateral you can have in your B2B marketing toolkit?

Case studies. Customer stories. Success stories.

Whatever you like to call them, they’re marketing gold. And survey after survey shows customers value them. Take Eccolo’s recent survey of technology buyers and influencers. Nearly 80 percent of respondents said case studies were moderately to extremely influential in their decision.

And getting your customers to talk about their experience with you not only influences prospects to do business with you, it can even trim the sales cycle.

Since case studies are so valuable, you want to make sure and get the most impact you can. Here’s three ideas on how to do exactly that.

#1: Be Strategic

In the excitement of getting a customer who’s interested in doing a case study, it’s easy to forget to be strategic. But just like any ...


K’s Top 5 for the Week — September 17

This week’s roundup focuses on content and the way it impacts our businesses and marketing programs.

We start off with a little research and research analysis followed by tips to improve your website and the content it contains.

Have a great read and let me know what you think about this week’s choices. Did I miss anything that would fit well with these posts?

2010 B2B Content Marketing Benchmarks, Trends and Budgets by @juntajoe via @junta42

If you’ve wondered about what tactics B2B marketers use in their content marketing efforts or which industry has the highest level of content marketing adoption, this is the study for you. This study was a collaborative effort between Junta42, Marketing Profs, the Business Marketing Association, and American Business Media. It’s full of great information and you can’t beat the price tag!

New Study Reveals 3 Things You can Learn from Effective Content Marketers by ...


Is Blogging Worth the Effort for Companies?

To blog or not to blog? It’s a valid question.

eMarketer reports blogging is gaining popularity with companies, but fewer than half will be blogging by 2012.

According to Parker Trewin at Genius.com, “Whether it’s the time commitment, lack of resources or lack of demonstrable ROI…surveys show that blogging…still is not a ‘must have’ in the marketing toolkit.”

Why not?

I have to agree with Mr. Trewin that lack of time and resources is a big culprit. With the widespread layoffs of the last few years, marketing departments are strapped for both time and people. The need to do “one more thing” that takes considerable time and planning to show results falls to the bottom of the list. Especially if the fear is the results won’t be positive and jobs will be at risk.

There is also evidence traditional content marketing trumps social media activity, such as blogs. When buyers ...


The Problem with B2B Blogs

I’ve gotten out of the blogging habit for a few months now. It started out innocently enough. I went on vacation for a couple of weeks. Then when I got back, guess what? I was swamped with client work that had been waiting for me. In a blink, a month had passed. Then two. Then…well…you get the picture.

As I’ve been struggling to get back on track, I’ve been doing a lot of thinking. I had a great start. Things were going well. Momentum was beginning to build. And then things fell apart. What went wrong? I’ve come to a single conclusion. And it affects not just me, but anyone with a B2B blog.

The problem with B2B blogs is they’re free.

I know what you’re saying. It’s great they’re free. That’s part of the magic. Free can’t be the problem. But I’m here to tell you it is not ...