What’s Trending: Upgrade Your B2B Content Marketing

January 14, 2019

The hottest cell phone of 2006 was the Motorola RAZR. It had a clamshell form factor for extra durability, a backlit aluminum keypad, and a battery that lasted for days.  It was the absolute bleeding-edge state of the art.

But the iPhone changed the game just one year later. Every feature that made the RAZR a top-selling phone was no longer relevant (including, sadly, the battery life). Every cell phone manufacturer either upgraded to the new reality or faded into obscurity.

Which is to ask: Is your B2B content marketing still focusing on irrelevant features? Your white papers can be the highest-quality PDFs; your blog can feature the best dry, business-focused content; but you will still lose out to marketers who have upgraded their strategies and techniques.

This week’s roundup has plenty of practical guidance to take your B2B content to the next level. It starts with fantastic long-form advice from luminaries like Ann Handley, Robert Rose, and Jay Baer. Then you’ll find tips for more effective data-driven content, inspiring video marketing, and more. Ready to upgrade?

What Marketers Were Reading and Sharing Most This Week:

1. Marketing Predictions for 2019 from Top Marketers

Some of the most respected minds in marketing share in-depth advice for the coming year in this substantial piece, curated by Social Media Examiner’s Lisa D. Jenkins.

2. Your Guide to Picking the Right KPIs for Content

The latest installment in Search Engine Journal’s content series covers content marketing goal-setting and measurement for B2B, B2C, agencies, and publishers. Benj Arriola from Analytics Pros brings the goods.

3. How to Use Data in B2B Content Marketing

Data-driven marketing depends on quality, not quantity, of data. Marketing Consultant Kelsey Jones gets specific on which types of information should be guiding your content creation.

4. 3 Inspiring Video Marketing B2B Case Studies

If you need permission to make your B2B video funnier, more empathetic, or just more creative, these case studies from Content Writer Vandita Grover can both inform and inspire.

5. What Happens When SEO and CRO Conflict?

Sometimes, optimizing for search engines can hurt your conversion rate (and vice versa). Will Critchlow, Founder and CEO at Distilled, examines the issue and shares how to find the most optimal middle ground.

6. SEO in 2019: Improve, Improve, Improve

As search algorithms grow more sophisticated, the best SEO is quality content and a flawless web browsing experience. Yoast’s Edwin Toonen explains how your site can get there.

7. What Role Does ABM Play in Your Content Marketing Strategy?

Learn why account-based marketing matters, and how to deploy ABM strategies across your marketing efforts, with this advice from SmartBug Media’s Kristen Deyo.

8. How to Research, Monitor, and Optimize for Questions

Voice search is surging in popularity, which means keywords are evolving from one or two-word phrases into natural-speech questions. SEO Consultant and Blogger Ann Smarty shares tips to keep your SEO practices up-to-date.

9. These 7 Visual Tactics Can Boost Landing Page Conversions

Make your CTAs irresistible with these easy but potent tactics from Venngage’s Sara McGuire. From choosing the right color palette to subtly guiding the reader’s eye with graphical elements, these tips can take your landing page to the next level.

10. The Focus of B2B Marketing Has Gone from Decision-Makers to Consumers

Explore how the nature of B2B marketing is shifting, in this Making Marketing podcast with SAP CMO Alicia Tillman.

Keep up to date on the latest B2B marketing news and tips: Subscribe to the LinkedIn Marketing Solutions blog.

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