Comments from K2 Global Communications

“Writer’s block happens to all writers, including content marketing writers.

 With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.

(Besides using these as prompts to yourself, you can ask AI to check your content to ensure it addresses all these concerns.)

Topics: Content marketing, Content, DIY, Persona, Brand, Ideas

Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment.

Assessing the quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing.

Determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.

You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads?

Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:

Topics: Content marketing, Content, Metrics, Bounce rate, Exit rate

 

 

Build your brand - By effectively using an orchestrated outreach strategy, such as PESO® (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.

Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media

Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.

Topics: Content marketing, Content, DIY, Social media, Persona

Content is king, and someone must create it.

Topics: Public relations, News value, Content marketing, Blog, Israel, Content, Marketing

How can marketers get smarter about marketing strategy?

The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.

One of the most difficult marketing tasks, it is nevertheless the one effort that can help marketers focus, get motivated to succeed, and prove just how successful they are.  

Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, like ChatGPT, etc., and still others that have continued to be normalized after the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey

Since starting our business almost two decades ago, we’ve seen companies

Topics: Public relations, Blog, Content, Marketing, Valuation

Or How to Get the Most Bang from Your Inbound Marketing Buck

While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?

One, inbound has supplemented outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.

Topics: Content marketing, Content, Marketing, Persona, Inbound marketing, Customer communications

Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential.

Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via ads, trade shows, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.

Topics: Blog, Content, Marketing, Social media, Inbound marketing, Customer communications, Audience, Personas