The Ultimate Content Marketing Implementation Plan: Pragmatic, Powerful, and Guaranteed Success
If you are interested in a Content Marketing, implementing it, thinking about it, or living it, then this is for you. I can tell you, this is for you because I’ve been pondering about this post for a long time.
Ever when I started this blog, I wanted it to be a blog which give my fellow marketeers information, education and advice coming from real life experiences. That’s why this blog is called B2B marketing experiences in the first place. No bullshit, just usable stuff. I don’t need to see my blog post on Huffington, Financial Times or whatever other big and famous website. I don’t want to use high level talk and difficult concepts or difficult words. No bullshit, just usable stuff.
Imagine what happened this morning when I woke up at 5am.
Yes indeed, ^é#@!, too early. I could not sleep anymore. My mind was spinning like hell, thinking about this blog post. And here I am sitting behind my computer writing this blog post. It’s exactly 7 am. I never thought I would be doing this, because I am usually not an ‘early bird, rise-n-shine’ kind of guy.
I need to get this out of my head, this is powerful stuff.
How to Implement Your Content Marketing in a pragmatic, do-able way, which is acceptable to your organization, which educates your organization on how to do it, which delivers quick win’s and is built to be embedded for ever in your organization? Now that’s a mouthful.
So this is what kept me awake. But I think I’ve cracked it. And I-me-personally, I think it’s powerful. Maybe arrogant, yes, but if it’s useful to you, you probably don’t care.
Ready? I am sorry, this is what you call a #longread…
So here it goes… Read more
Which social media network brings most success in B2B ?
2013 is almost there. What will 2013 bring? most probably another social media network.
Who knows, they come and go as Marcus Sheridan from @saleslion wrote about it on his blog. (by the way, I am a big fan of his work, check him out if you don’t know him).
Looking at the big ones, which ones will bring you the most success in B2B? I have seen many blog post about this subject: Facebook is better for this, LinkedIn is better for that. Twitter is only useful for this and that…
When developing a social media strategy, many companies start thinking which social media networks they should start developing. Developing means to create a presence, invest in time and maybe money to fuel that network with relevant content, and then organize actions to grow your follower base. Companies start hiring “conversation managers” that monitor the conversations, trigger the discussions, answer questions, be helpful where they can, and get the conversations going.
Should we do Facebook ? LinkedIn ? Whatever network ?
It’s definitely an important question. And on the other hand it’s not an important question. It’s even a simple question.
I’ll tell you : it doesn’t matter. It’s not up to you or me to choose which network you will develop. If your customers are there, you better be there. It’s as simple as that.
But how do you know if your customers are on that particular network? Mmmm, difficult question, that much I agree.
Then maybe we should jump on every network that sticks its head above the ground?
Should we be on LinkedIn?
In the case of LinkdedIn, there should be no doubt : if you are in B2B, you need to be on LinkedIn.
Almost all B2B professionals are on LinkedIn, using it for personal branding reasons, personal networking but also increasingly to find information.
Linkedin is changing from a pure B2B networking site, towards a site that is positioning itself as an information portal: updates from your contacts, the companies you are following, and more recently thought leaders like Richard Branson or Pete Cashmore.
The Orchestrated “Like” : The Social Power of Your Organisation
It struck me. One of our best sales guys didn’t understand social networking. Yes he was on LinkedIn. Yes he was part of groups. And most probably also on Facebook.
But he didn’t understand the power of social networking.
He just didn’t get it what happens when he would “like” an update of the company he was working for.
But there is much more to understand how this sales guy, and the rest of the reach of your organisation, can have a massive resonating impact.
In this blog post I’ll show what a simple, orchestrated “like”, can do for your company.
How social marketing works
Fan or Follower Reach : For brands to resonate on social networks, the first step is literally to be seen. While brands have the opportunity to communicate directly with their Fans through the News Feed, not every brand message delivered results in an exposure to a follower or a fan.
Facebook uses an algorithm to help optimize the messages users see in their News Feed, and while the exact algorithm is not public information, it is clear that relevance plays a role in message visibility.
LinkedIn is probably using a similar algorithm, you can see this yourself when checking the updates on your companies LinkedIn page. You’ll notice that the number of “impressions” vary.
So brands in which consumers engage more regularly, whether through a comment, share, like, or check-in, have a greater likelihood of being seen on the News Feed, otherwise known as Fan Reach (or “cut-through”).
How on earth will Twitter create useful opportunities for my B2B company?
Many B2B companies struggle with what to do with social media. They start creating a page on Facebook, Google+ or any other social media platform. And usually also a Twitter account.
But I’ve seen many B2B companies using it as an extension of their public relations, in which they just tweet about their press releases, new product launches, their promotions, etc…. Now that’s something you should not doing on Twitter.
Does my B2B company need Twitter?
If you are still asking yourself that question, you urgently need to dig into the topic of social media (you can start already today by reading this blog). Twitter, and social media in general, is being used heavily in B2B by journalists, analysts, but also your customers. They stay up to speed on trends, companies, and news, and educate themselves using social media.