What’s Trending: An Eventful Week

September 7, 2018

We marketers like to think we’re busier than other professionals. Maybe we’re right. Maybe we’re flattering ourselves. But this week, there was no denying that a large contingent of marketers were among the busiest professionals on the planet.

Here in the US, we kicked off the week with a national holiday, then extended the celebration with simultaneous shindigs: Content Marketing World and Hubspot's Inbound.

Whether you were in Cleveland, in Boston, or back home covering for your event-attending teammates, you probably had plenty on your plate. Fortunately for us, the general busy-ness didn’t stop our peers from producing must-see marketing content.

What Marketers Were Reading and Sharing Most This Week:

1. How to Explain Content Marketing to Anyone

“But what is it you do, exactly?” You’ve been asked this before. You’ll be asked again. But next time, thanks to Content Marketing Institute’s Michele Linn, you can have an unambiguous answer at the ready. This post also serves as an excellent example of a content marketing staple: refreshed and repurposed content.

2. 10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices

TopRank Marketing’s Lane Ellis takes us down memory lane, then turns it over to ten modern-day marketing experts “who’ve illuminated the enduring tactics and strategies that are still - and perhaps forever - relevant in today’s content marketing world.” We're honored to have one of our very own featured among the heavy hitters on Lane’s list.

3. Content Marketing vs. Marketing Content: Where You’re Getting It Wrong

About two thirds of all content produced by B2B marketers goes unused. Clearly that’s a problem. The answer? Uberflip’s Randy Frisch shares his on the Marketo blog.

4. 5 of the Best Ways to Use Competitive Intelligence to Boost Your Content Marketing Strategy

Sometimes we get so wrapped up in delighting our audience, we forget that other content marketers share the same goal for the same audience. Shane Barker helps us account for the competitive layer of content marketing with his insight-packed breakdown.

5. Allen Gannett Shares His Secrets to Racking Up Millions of LinkedIn Video Views

TrackMaven CEO Allen Gannett’s videos have amassed more than 3 million views on LinkedIn, all organic. TopRank Marketing’s Nick Nelson lucidly explains Allen’s (literal) dream about LinkedIn video, along with his tactics for achieving all those views in real life.

6. Google Introduces New Search Engine for Finding Data Sets

If you rely on data to tell better stories and satisfy your audience’s intellectual curiosity, you’ll want to learn more about Google’s new Dataset Search tool, currently in beta. Search Engine Journal’s Matt Southern has the story.

7. How to Build Better Stories with Collaboration and Improv

In this episode of the Social Media Marketing podcast, host Michael Stelzner interviews storytelling expert Kathy Klotz-Guest. Listen to the podcast or read the write up to get Kathy’s advice for telling stories in a way that encourages audience participation and sharing.

8. B2B Marketers Embracing Review Sites As Valuable, Trust-Building Tools Across Buyer Journey

Demand Gen Report’s 2018 B2B Buyers Survey tells us that 65% of buyers rate B2B software and service reviews as “very important” when evaluating potential providers. Elise Schoening helps us sync our strategies with this growing B2B buying trend.  

9. Putting Conversational Copywriting to Work for B2B Marketers

Professional copywriter Nick Usborne interviews veteran copywriter Steve Slaunwhite regarding an all-too-elusive element of B2B marketing. These two know how to demonstrate their know-how.

10. Creating Buyer Personas for Better B2B Marketing

Unless we intimately understand our buyer, how can we be sure our strategy and messaging are both on point? This SlideShare presentation from The Lead Agency aims to answer our non-rhetorical questions related to B2B buyer personas.  

For ideas and advice that can help you make every week an eventful one, subscribe to the LinkedIn Marketing Solutions blog.