What’s Trending: Winter is Coming
August 31, 2018
All of a sudden, August is coming to a close and summer is fading away. There’s a sense of urgency that can set in around this point on the calendar.
It’s time to face some cold realities — and I don’t just mean it literally for those who live in northern climates. With the third quarter winding down, and 2019 creeping up on the horizon, the clock is ticking on our annual business goals.
Arketi Group CMO and Principal Mike Neumeier recently laid out four key trends that he views as foundational for B2B engagement in the remaining months of 2018:
- Elevating Thought Leadership
- Selling Brand Experience
- Extending Influence
- Delivering Personalized and Interactive Experiences
From my view, these are fitting cornerstones for the new era of B2B marketing. I suspect there will be plenty of buzz around each at Content Marketing World and INBOUND next week (keep an eye out for LinkedIn presences at both!).
Let’s dig in deeper with an exploration of the web’s latest buzzworthy marketing content. These expert insights and stories will help you formulate a plan to finish the year strong.
What Marketers Were Reading and Sharing Most This Week:
Thought leadership and unique brand experiences were vital ingredients in the formula that helped LinkedIn climb search rankings for some important terms. As part of CMI’s series showcasing Content Marketer of the Year finalists, Carla Johnson goes in-depth with our Jason Miller to tell the story. I really liked this quote from Jason:
“Engaging an audience is now a form of transaction in itself,” he says. “As a marketer, you need to decide how someone giving you their attention is going to add up for them. Otherwise, you’ll simply prime them not to pay attention to you in the future.”
Account based marketing is a model that’s well structured for the kinds of personalized experiences that drive meaningful audience engagement. Here, Uberflip’s Randy Frisch lays out a five-step plan for executing your program and making it scalable.
As you look ahead to 2019 and beyond, Kristin Tynski’s insightful big-picture analysis of the compounding SEO value derived from combining content campaigns with digital PR may prove eye-opening.
Video is an essential medium for delivering the immersive content that today’s customers crave. It can also yield significant SEO benefits, if you follow the guidance offered here by Natalie Hoben.
Need some ideas to feed your video marketing pipeline? Ben Jacobson has you covered with six assets in your existing content mix that can easily be flipped into videos.
Another medium that’s rapidly gaining momentum for stronger engagement: podcasts. Robin Kurzer explains why marketers should be paying close attention to the growth of this sector.
Many will probably agree that B2B marketing analytics aren’t yet reaching their potential. The main issue, argues Raviv Turner, is that is that we’re still looking at the wrong data.
Really interesting piece here from Loryn Thompson on the unseen drawbacks to one of content marketing’s generally accepted tenets. “Don’t separate yourself from your audience,” she suggests. “Become your audience.”
In order to successfully move forward, we need to leave flawed thinking behind. Follow along as Shane Barker sets the record straight on five content marketing myths.
For critical tips and advice to propel you through the end of the year and beyond, subscribe to the LinkedIn Marketing blog.