What’s Trending: Go All In on Content Marketing or Go Home

September 30, 2016

What’s Trending: Go All In on Content Marketing or Go Home

This time last year, B2B content marketers were reeling from the release of the 2016 B2B Content Marketing benchmarks report. That report showed a regression in content marketing maturity and documented strategy. Joe Pulizzi, co-author of the report, wasn’t angry—just disappointed. I think we all were.

The outlook for next year looks considerably sunnier, with the release of this year’s report. We marketers seem to have gotten the memo. We don’t want to let Joe down—and, of course, we want to drive better results for our organizations. We’re starting to market more strategically, to mature our content marketing strategy.

The next step, as Joe said at Content Marketing World this year, is to fully commit to content done right; in his words, to “go all in.”

This week’s roundup of trending content serves to show how going all in on content marketing changes every part of your marketing strategy. You will learn how to synchronize your content with SEO and link building, how to personalize content at scale for account based marketing, and much more.

What’s Trending in Marketing This Week:

1. How to Create Content for Your ABM Strategy [Infographic]

Marketo’s Ellen Gomes provides an information-packed blog intro to this infographic, which is chock-full of account-based marketing goodness.

2. 12 Tips for Content Marketing from an SEO Perspective

As algorithms get more sophisticated, good content and good SEO strategy are part of the same picture. Search Engine Watch Writer Rebecca Sentance takes an SEO-centric look at content for these tactical tips.

3. The Moment of Truth Nearly Every Brand Blows

Content Marketing Consultant Barry Feldman hosts Convince and Convert Founder Jay Baer for this interview on making sure your website is optimized for customers who are interested in what you sell but are looking for answers.  Watch the video below or click the link above to read the transcript:

4. 3 Surprising Lessons from Building 26,000 Links

Fractl’s Kelsey Libert takes a revealing look at their link building history, mining the data for trends, tips, and takeaways. Each point of insight comes with several practical ways to put the lesson to work.

5. Content Marketing Takes a Turn for the Better: New 2017 Research

The wait is over! We can all stop quoting the dire stats from last year’s B2B Content Marketing Benchmark study, and start citing far rosier ones from this year. Click the link above to read CMI Founder Joe Pulizzi’s commentary, or check out the report in SlideShare form below.

6. Content and SEO: Building Linkable Content

This article from Page One Power’s Andrew Dennis brings together content marketing, SEO, and link building, explaining how to make all three work together to build something greater than just the sum of its parts.

7. How to Create Engaging Data-Driven Stories

This SlideShare presentation is a 2-for-1 deal: You get insightful decks from BuzzSumo Director Steve Rayson and Digital Olympus Founder Alexandra Tachalova.

8. Marketing to Millennials: Why Your Content Should Reflect Your Values

Millennials have been a B2C force to be reckoned with for years, and now are filling the ranks of B2B decision makers as well. Writer Katie McBeth explains some of the values and ideals that shape millennials’ buying process.

9. 5 Overlooked Features of Your LinkedIn Marketing Strategy

Journalist Krystal Overmyer takes a close look at non-obvious ways to boost your personal and corporate LinkedIn marketing efforts in this piece for Skyword.

10. 7 Ways to Boost Lead Generation at B2B Events

In-person marketing is still a relevant and powerful way to engage prospects and capture leads. This SlideShare presentation from marketing software company Jifflenow offers tips for cultivating relationships before, during, and after an event.

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