B2B Marketing, Digital Media and Marketing Strategy
We have all seen the lackluster corporate blog. Some days, I wonder what went wrong. Others, I wonder why they thought they could get it right.
Corporate blogs are increasingly standard in B2B organizations. Some companies even have an entire suite of blogs.
However, for every great corporate blog, there are a dozen corporate blogs that just shouldn’t be. Too often, it is clear they made one (or more) of these mistakes. [Read more...]
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Last week, Google announced an algorithm update. The importance of fresh content increased last week for 35% of all Google searches (announcement). This latest algorithm update doesn’t focus on the quality or source of your content, it focuses on the timeliness of it.
For B2B content marketing, here is the most notable aspect of this update: the importance of freshness is related to the search query, not the content. I often hear marketers say their older content is still relevant. However, if Google determines recency is relevant to the search query, that won’t matter. Your content will be pushed down in Google by more recent content. [Read more...]
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I had not spoken to Lisa in a year, and only a handful of times ever. So imagine my surprise when Lisa greeted me and then said “you grow Momotaro tomatoes, right?”
Wow, that is making a connection. That is what relationship marketing should be about. Connecting on a common interest and common passion. That passion is what B2B marketing is missing. As personal relationships in your business are replaced by machine-personalized communications, your passion has been lost.
Lisa, who runs Our Little Farm and Nursery, a small local business that sells, among other things, vegetable starts, immediately found something we have in common, and she is passionate about it. In the spring, she grows more than 100 tomato varieties alone for sale as starts at their small farm and local farmers markets. Her passion is clearly reflected in what she does.
In B2B marketing, you build relationships around [Read more...]
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This is not how I expected to start a blog. I’ve been meaning to start blogging since I read Mark Schaefer’s post, Stop Writing for an Audience, and Michael Brenner’s post reviewing his top 2010 posts and reasons for blogging. Both inspired me and made me reconsider blogging.
That was only a good intention though until last week when, mid-day, returning from a client meeting I was in an accident. Thankfully everyone involved is ok, has insurance, and this will just be a momentary interruption in our lives. But it could have been far worse, and it was a wakeup call for me to focus on the things that I am passionate about, at home and at work.
Here are the primary reasons blogging is one of those things. [Read more...]
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I am a digital and B2B marketer with a background in analytics and online media. Based in Portland, Oregon, I run the media group at Babcock & Jenkins.
Views expressed are my own.
