Work Smarter, Not Harder: Let Content Do the Work of Selling

 

Salespeople are a pretty tenacious bunch. They send email after email, make call after call, meet with prospect after prospect, then get up morning after morning and repeat. Salespeople work hard. But hard work doesn’t make sales — at least not efficiently.

Most B2B companies now understand the role that content plays in marketing, to generate leads. But many companies are still relying on …Read More

Creative Communication is a Revenue Turbocharger

 

Scientists have debunked the myth that we only use 10% of our brains. But the myth is persistent because it’s so believable. One of the worst offenders that makes this false statistic so convincing is marketing copy. Cliches invade websites and sales collateral like a particularly nasty insect species. Buzzwords and abstract phrases that mean nothing are everywhere, and they’re …Read More

4 Steps to Improve Your Content Quality for Better Leads and More Conversions

 

Content marketing has grown up—nearly every size company in every industry is using content. As a result, there’s a lot of content out there. But although much of that content features good writing and nice design, it tends to be shallow and similar to what’s already been published. Which is why companies (and the marketing agencies creating content for them) …Read More

11 Reasons Your Website Isn’t Generating Leads

 

If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More

Improve Your B2B Lead Quality by Adding These 3 Elements to Your Content [INFOGRAPHIC]

 

Many B2B marketers are getting lots of “likes” and “shares” on their content, but they struggle to get leads to convert into paying customers. People genuinely appreciate their content—it’s helpful, engaging, and interesting. But while engagement is important, it’s not what B2B marketers ultimately need. 85% of B2B marketers say their top goal is lead generation, and 84% say it’s …Read More

Use Case Studies to Shorten Sales Cycles and Convince Wary Prospects

 

Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More

To Capture the Attention of Decision-makers, Your Content Has to Go Deep

 

Content quality has improved significantly since Google changed their algorithm to reward quality. But while much of the B2B content out there now features good writing and nice design, it tends to be shallow. This content is ideal for those who are just beginning to explore a topic, but doesn’t provide real value to those who are experienced.

That’s a big …Read More

Don’t Be Blinded by Big Data

 

It’s the Age of Big Data. Everything is tracked. Everything is measured. Everything is analyzed.

A 2016 study of 316 executives from large global companies, conducted by Forbes Insights and sponsored by Teradata in partnership with McKinsey, found that 90% of organizations report medium to high levels of investment in big data analytics, and about a third call their investments …Read More

Want to Win at B2B Content Marketing in 2017? Focus on These Fundamentals.

 

Marketing has gotten pretty complicated. There are so many strategies, infinite numbers of tools available, and myriad metrics to track. It can be overwhelming.

Marketers are getting so focused on the new and the changing that they’re losing sight of the fundamental. But the reality is that the fundamentals are still fundamental and they haven’t changed. And if you stay focused …Read More