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There was a popular article on TechCrunch recently claiming marketers in the inbound and content marketing space have no idea what they are doing and dona€™t know marketing.
For example, each year at the Content 2 Conversion conference, the Killer Content Awards recognize B2B marketers implementing effective content marketing campaigns.
Project:A American Express partnered with the Global Business Travel Association to create a research report on the satisfaction of business travelers. Project: To position itself as a thought leader of VoC solutions, a white paper was developed helping to define and validate VoC with research, offering how-tos and tips for lowering costs.
Project: Dell developed a nurture program supported by more than 18,000 global module content elements featuring over 1,200 assets. Project: To reach small businesses, monthly nurturing emails were created along with landing pages and microsite where interactions with content determined placement in an accelerated nurture with top 10 lists, how-to guides and other resources. Project: A content-based drip campaign including thought leadership content, industry trends, challenges and lessons learned was developed to cross-sell services to an existing customer base.
Project: To increase engagement amongst prospective clients, a holiday advertising a€?countdown calendara€? was created to help local businesses plan their marketing. Project: Exploring how companies can better engage employees a multi-touch campaign was launched including several guides, lists, and a SXSW panel.
Project: An interactive content experience was created to help healthcare execs and sales people easily find the information they needed to understand changes in the health system. Project: To create awareness of a new offering, The Great Yield Mystery, a 10-episode fictional serialized audio drama (podcast) was created exploring causes of issues that the companya€™s offering solves.
Project: A mock movie trailer called, Fast Innovation and the Slow Waiter, featured CIOs and tech leaders from major companies discussing how they are leveraging technology to grow revenue with a a€?dim-witted waitera€? aka Tim Washer. Project: A series of sitcom-styled videos discussing customer problems followed by a series of ebooks mapping out solutions used plain language to engage buyersa€™ attention.
Project: To monitor brand sponsors of the World Cup and those that newsjacked the event, reports were created to highlight winners and losers, hidden audiences, and how media habits changed during the event.
Project: An information hub was created for CMOs to support their role in an entertaining and compelling way. Project: To create demand for a new solution a best practices guide was developed along with email promotions to the customer and prosper database. Project: A A website was developed to provide the target audience with original news and analysis that could provide an authentic understanding of the target audience challenges.
Project: To create awareness, a robust brief that was previously published was condensed into an interactive infographic.
Project: To develop awareness of ita€™s technology leadership an interactive infographic was developed using Ceros showing a timeline of innovations and milestones.
Project: An online platform was created using industry influencers to answer key questions via video interviews. Project: Using a top CEO list, inspirational advice and management best practices were curated into an ebook.
Project: To support the sales team engage retail industry companies, decision makers were identified to receive relevant and timely content delivered through rep outreach, marketing emails, direct mail, a webinar and a survey. Project: To reach target accounts, an ABM Wild West themed campaign was developed alongside Dreamforce.
Project: The a€?Awesome Office Showa€? podcast was created for CEOs and HR professionals featuring industry influencers.


Project: To highlight solutions and thought leadership a survey was conducted and findings were developed into a story that aligned with the branda€™s messaging. Project: To educated their audience and promote team members as thought leaders, an infographic was developed. Project: A campaign highlighting the consequences of not using the right monitoring solution was developed featuring a cartoon character, a€?Franken-Monitora€?. Project: An annual LookBook highlights the 20 best branding and marketing campaigns of the year across email, mobile, social, web and display. Project: Partnering with industry experts to discuss social selling and best practices, an ebook was developed, a€?Join the Social Sales Revolutiona€?. Project: To help a new sales effort, a brochure and sales battle card highlighting customersa€™ struggles, questions and concerns were created for the sales team. Project: The company used Facebook to drive traffic to the main website and spark conversations about customer interests.
Project: After losing access to the main blog, Medium was used to host content and reach new audiences. Project: To highlight the value of their solutions to NASCAR drivers, a video was launched on YouTube and content was promoted to the brand community and social channels. A few trends: A There are far more multi-format content campaigns being run as well as an increase in technology and data to customize experiences. All the same, these are examples with explanations for their purpose and virtually all of them have links to assets so you can see the content either in its native formA or as a pdf. Even though smartphone technology was around well before the iPhone came onto the scene, Apple’s invention not only changed the mobile phone industry, but it also had a widespread impact on our search habits. Fast-forward to April  21, 2015 and Google officially announced that mobile-friendliness is now a ranking signal. Because of all this, if you want to reach as many customers as possible, your website needs to be optimized across multiple platforms, including tablets, smartphones, and desktop computers. What this really means is that if you want to reach as many people as possible with your company’s unique brand, you absolutely need to make sure that the website is optimized across multiple platforms. It’s also important to make sure your website is mobile friendly from an SEO perspective. Marketers at companies all over the world are planning, implementing and optimizing customer and content centric marketing programs that are achieving results.
Information that educates and helps buyers lead themselves to the conclusion to buy (60-90% of the way at least).
Through the development of a content hub featuring original research, blog posts, listicles, infographics and event presentations, the goal was to educate companies and suppliers about expense management and technology. Content types included: Articles, Fact Sheets, Podcasts, White papers, Infographics, Interactive checklists, case studies and real-world events. Amplification occurred through a blog, landing pages, social channels, emails, and guest blog post CTAs. Assets included a web-based tool guiding virtual discussion, and a navigational infographic. Content types include research and interviews with 300 senior marketing executives, white papers, articles, infographics, SlideShare decks, webinars and videos. A Most Wanted list of their 150 top prospects was created and case bounty given when someone brought the executive to the companya€™s booth.
The sales support material also provided counters to objections, benefits and value points.


Content assets included: Product demos, customer testimonial videos, customer success stories and awards webinars, infographics and blog content. Additional thought leader content including white papers and articles complemented the video content.
That information alone, can be useful to inspire ideas for your B2B content planning into the second half of 2016. We respect your privacy.NameThis field is for validation purposes and should be left unchanged.
Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing.
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In fact, the time people spend using digital media has also increased, which means that people spend more time interacting with b2b companies like yours on their mobile devices. Since mobile-friendliness is now a ranking signal, this means that it is part of Google’s algorithm.
If you’re like many people, you may even have multiple devices open in front of you while you work. They are very knowledgeable about the search engine landscape, and help us respond to what seem like constant changes to the algorithms. All of this was designed to stand out against competitors, align content to customer journey stage and focus on decreasing end-user time investment.
Continued engagement via social media, blog posts and emails extended the dialogue with CMOs.
However, theA reality is, not all content marketing needs or should be about lead generation and transactions. So many of these programs would see much greater relevant audiences if amplification was: 1.
When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing. Over time, marketing executives realized that if they didn’t optimize their company’s websites for mobile use, they would lose traffic, leads, and even customers. They have helped our company correct some of the issues created by prior SEO firms, both in terms of on-site optimization and off-site programs. Not everyone is ready to buy every day and to expect that out of every piece of content is shortsighted. If your company still hasn’t considered mobile usage an important factor in your sales cycle, it’s time to reconsider your stance!
That’s why, as part of our method when working with our b2b clients, we always analyze the website to make sure the design itself is optimized across all devices. As a b2b company, you need to be prepared to accommodate whichever type of search your leads and customers may perform.
I appreciate the fact that Brick Marketing uses an ethical, strategic approach to SEO that creates a solid, lasting foundation for the future.



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