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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

How has content marketing for B2B changed during covid?

Covid accelerated the adoption of digitally-led purchasing for many businesses which made content marketing more of a strategic priority. There have been a flood of new businesses doing content marketing, which has meant more competition for those already doing it. From a customer perspective it also increased the demands for content in the purchase process. Why wait – when a competitor has content which can help straight away. For businesses this also helps make sales cycles more efficient and brings… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Why does most B2B content marketing suck?

Outwardly a lot of B2B content marketing can suck, but it depends if you are in the audience or not. Smart B2B content marketers create content strategies that elevate their business and deliver on their customers needs. It can be in many cases, that outwardly it is not as impressive, as compared to if you are a potential customer in that niche. That being said, B2B content marketing can suck because of: Low quality content production Being boring, or not… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

How do you create successful B2B content marketing campaigns?

Successful B2B content marketing campaigns come from: Having a solid understanding of the customer, where they are and their problems. Good content which speaks to and attracts the right audience Ability to optimize and adjust on the fly Good distribution, getting to enough people to make a difference Analytics & reporting, seeing progress, finding opportunities… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What are the elements of a great B2B content marketing strategy?

Elements of a highly effective B2B content marketing strategy are: A solid understanding of the customer and their problems A map of the customer journey Analytics, to understand progress and make predictions Good content, and the team to create it A relentless focus on performance Resource for optimizing content & distributing it A plan for reporting and analysis Articulating how this will drive performance for non marketers… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What is the best and easiest to use platform for successful B2B content marketing?

When it comes to analytics for B2B content marketing. Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Are B2B content marketing tools essential for any successful business?

Good tools should help a B2B business be more effective at their content marketing. And it’s about relative competition, if your competitors are using better tools than you, they’re more likely to be successful. Put another way, without using the best tools, you are making it harder on yourself to compete. If you were an athlete, you would have the absolute best gear you could get for training and performing. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

How do i plan a full funnel B2B content marketing strategy?

In planning a full funnel B2B content marketing strategy the best place to start is with your customer journey. Mapping out what it is today, overlaying analytics on that, and then also reviewing what you think it should be. Are there areas you need to add, areas which need improvement or more budget. This naturally helps you plan out what activity needs to be done and where. Analytics plays a vital role, in helping to measure progress as you execute… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What are effective B2B content marketing ideas?

The most effective content marketing strategy is the one that is tailored to your business objectives. It is about what is going to shift the needle for your business, where it is today. Often this means, spending the time to understand what is important, and what content will help deliver on that objective. Creating it, optimizing & distributing the content. And seeing how it is delivering, with your analytics & attribution. This means that what may not look like a… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What is the challenge in B2B content marketing?

There are a few common challenges B2B marketers face in doing content marketing. Identify what content to create. Producing content to a high level of quality Being agile with content Distributing the content to enough people Understanding measurement & attribution Articulating the value of content marketing to other stakeholders Analytics plays an important role in each part of these steps. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What’s the best blogging platform for B2B content marketing?

WordPress is the best blogging platform for B2B content marketing. It can help businesses get started with a blog very quickly, and add the necessary plugins to deliver on extra functionality that is needed. It scales very effectively, has SEO built into it, and it intuitive to use for content creators. WordPress also works well with content analytics, with an easy to install process. Bringing your own analytics can be a limitation on hosted platforms. Continue reading

Ben Young
Ben Young
November 18, 2022