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:
“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.
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.
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.
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.
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.
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.
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.
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.
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.