What’s Trending: Colorize Your B2B Marketing
June 24, 2019
Q: Why should you never let a B2B marketer wrap a birthday present?
A: They only use white paper.
Marketers used to think of B2B in terms of buttoned-down black and white. You build a logical case for the superiority of your product, and the sales team closes the deal. Just the name “white paper” says it all. We’re not getting fancy here; we’re not playing on your emotions; it’s just the facts.
Thank goodness that perception is finally changing. Black-and-white just doesn’t cut it for modern buyers. They’re used to content that appeals to the entire color spectrum of emotions, and they demand nothing less from B2B content.
Are you ready to break out the entire rainbow of emotion in your content? This week’s roundup of great marketing content features advice to help you colorize. In addition, you will find advice on better targeting, optimizing your SEO, and more.
What Marketers Were Reading and Sharing Most This Week:
Your employees can be powerful advocates for your organization, but only if you reach out to them first. Michael Brenner explains the hows and whys of internal marketing in this substantive article.
Are your audience segments bringing in too few people, or too many irrelevant ones? Mitch Markel’s advice can help tighten up your targeting on both ends of the spectrum.
Social listening is for more than gauging brand awareness or audience sentiment. Rose de Fremery shares how you can glean vital insights from social media to guide your content marketing.
Learn what skills you need to build out in your marketing department for success in the coming year and beyond with this advice from content marketing expert Robert Rose.
Reduce, Reuse, Recycle: In this short video, Neil Patel shares four smart tips for getting the most out of your blog content on social.
The annual Internet Trends Report contains over 300 data-packed slides. TopRank Marketing’s Lane Ellis dives deep to find takeaways for B2B marketers.
More effective content is the first step in building a more profitable business. Brad Smith goes into detail on how to supercharge content through SEO to boost traffic, drive conversions, and ultimately bring in more revenue.
B2B content marketers don’t have the narrative leeway that fiction writers do, but we’re still looking to make an emotional connection with a reader. Sam Holzman explains how we can make B2B content more engrossing.
Most of the focus on content marketing right now is on 3,000-word “skyscraper” content. But there’s value to be had in short-form content as well, argues David Gutierrez, and he makes a solid case.
Do you have colleagues who complain that their industry doesn’t lend itself to emotional marketing? Show them this video from Caterpillar Global Marketing Director Victoria Morrissey.