The COVID-19 pandemic has forced us all to adjust the way we conduct business. In the new normal, there will be even more emails sent, online meetings had, virtual events attended, and digital opportunities leveraged to connect and network with leads. As you adjust your business processes, it is more important than ever to remember that how you communicate and everything you communicate contributes to the overall perception of your company’s brand.
Marketers are always asking themselves the age-old question: "How do I generate more leads?"
Unfortunately, that question doesn't have a simple answer. A quick Google search reveals plenty of opinions, tools and resources claiming to be the best and easiest way to do this. With so many resources, and everyone claiming "the" answer to all problems, it can be challenging to know where to begin.
Content marketing is a major focus for business-to-business marketers everywhere. Articles, blogs, reports, white papers, guides, briefs, e-books, infographics, and even video tutorials are created every day to explain the role of content marketing in an effective marketing strategy. In the process, content marketing has generated its own content marketing program, as can be seen on the Content Marketing Institute website. If nothing else, all this content about content marketing proves that content marketing works.
One of the questions we get quite often is “What exactly does a creative director do?”
That’s understandable. To most clients, it’s obvious what agency writers do — they write. And designers? They design. But, unless you’re in the agency business, it’s not immediately obvious where a creative director fits into the services offered by an agency.
Many B2B marketers stick to tried and true social marketing platforms. Typically, marketing efforts are focused on leveraging LinkedIn and Twitter to reach business audiences, with Facebook a minor consideration, and Instagram not even on the list. Most B2B marketers see Instagram as a personal photo album, or at best, a B2C tool.
The title of this blog might be a bit off-putting to some!
Many will immediately think “We don’t forget about our customers! They are continual purchasers of X every month!” or perhaps “They have a long-term contract with us. We speak to them frequently and work with them all of the time.”
Marketing in a digital world continues to be more complex. Marketers must integrate a number of digital platforms and tools into their strategies to successfully build awareness, develop meaningful connections, and create long-lasting returning customers.
The thing about writing is that almost everyone can do it to one degree or another. And they’ve been doing it for most of their lives. So, it’s only natural that people expect professional writers to churn out great marketing content very quickly.
But, most people don’t realize that writing is just one of several steps along the path to great marketing content.
Like everything else, marketing has evolved over the last 10 years. In some ways, the marketing process has become a lot more complicated. Social media marketing, content marketing, inbound marketing, and outbound marketing have all become part of the marketing mix, which for many business-to-business marketers still includes the more traditional marketing channels.