What’s Trending: Winter is Coming

August 31, 2018

Winter is coming

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:

1. How LinkedIn Spun to the Top of Search for LinkedIn Marketing

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.”

2. 5 Steps to Creating Personalized Content Experiences for ABM

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.

3. The Long-Term Link Acquisition Value of Content Marketing

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.

4. 10 Rules for Video Marketing & SEO Success

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.

5. 6 Types of Content That You Can Easily Repurpose as Video

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.

6. Podcasting Continues Its Meteoric Rise, Creating More Opportunities for Marketers

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.

7. 5 Tried and True LinkedIn Tips to Grow your Company Page Followers 600% Faster

If you’re looking to juice up your LinkedIn Company Page and join the exemplary ranks, this advice from Buffer’s Brian Peters will get you moving in the right direction.

8. B2B Marketing Analytics Is Broken. Here’s How To Fix It

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.

9. Why ‘You’re Not Your Audience’ Isn’t Always Great Advice

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.”

10. 5 Content Marketing Misconceptions That May Be Killing Your Conversions

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.