The B2B Content Map Template

You have completed your persona research. Now you have a full understanding of your target market and the questions they ask related to your product category.

Now what? It’s time to create a content map.

A content map is a list of the questions that your prospects ask during their buying journey mapped to content topics that provide the answers. It ensures that you create content that’s useful to your target audience.

Use the content map template below as a guide to create your own. [Read more…]

5 Everyday B2B Sales Problems that Content Marketing Solves

potato chip marketing

by Carolyn Frith

A potato chip. A jet engine.

While it’s competitive and costly to market potato chips, most marketers would agree that it’s far less complicated than marketing a jet engine. Why?

The key to potato chip marketing is massive exposure. So you could, perhaps, use good old-fashioned TV advertising to create awareness and convince customers to buy. But you don’t have to worry much about educating the consumer. Some may skim through the nutritional information. Most consumers, however, in potato chip buying mode are likely laser-focused on treating their taste buds to a flavor-rich wake up call. They buy a bag, rip it open, munch on some chips, and if all goes well, get hooked and buy again.

On the other hand, whether it’s a jet engine, information technology solution, professional service, 3D laser scanner or some other business to business (B2B) product or service, marketing B2B is a labyrinth of challenges.

Luckily, for B2B marketers today, content marketing is form-fitted to solve B2B marketing problems. [Read more…]

5 Factors That Can Ruin Your Blog’s Traffic

by Jake Magleby

Blog TrafficSite traffic is the gold of the Internet. Without it, no matter how great your blog’s content or design, your site will sit unappreciated and unseen. Don’t let your hard work go to waste. Whether you are a new blogger or a veteran webmaster, you can learn the keys to driving great traffic to your website. Here are several factors that can ruin your blog’s traffic, and how you can turn it around.

1.  Ineffective Post Titles

The titles of your posts are critical to getting people to read your content. Your title is the hook that draws the reader in and gets them to click your link. If your title is vague, general, irrelevant, or boring, you will lose traffic—even if the content itself is amazing. This is why it is so important to take time to craft an effective and catchy title. Don’t spend all your time writing a high-quality post only to create a lazy title at the last minute.

The best titles are specific, unique, urgent, arouse curiosity, and provide value to the reader. A good rule of thumb is: If the reader has to see the content to understand the title, the title is ineffective. You should also be wary of using clever or cute titles. Though they are fun, they are often hard to optimize and are less specific and informative. Since your titles will be seen in the search results and feed readers, you need to make them grab your reader right away, without getting bogged down in vague, clever quips. [Read more…]

6 Compelling Reasons To Start Guest Blogging Now

guest bloggingWhen I mention that I’ve been guest blogging for some of my clients, I sometimes get a blank stare from business associates.  This tells me that while guest blogging is a hot topic in the internet and content marketing community, many business people are unaware of its potential.

Here are six reasons why you should be guest blogging. [Read more…]

Online Press Release Distribution No Longer Helps SEO. True or False?

A well-worn Internet marketing tactic is to distribute press releases through an online distribution service that syndicates your press release to a myriad of news websites. If it’s well-written and news-worthy, you’ll be rewarded with online publicity and hundreds of links back to your website.

Link-Building with Press releases for SEOEach link acts as a vote telling Google there’s cool stuff on your website. These votes help Google separate the wheat from the chaff, and help your website to climb the search-engine-results’ ladder.

Recently, however, there’s been a lot of chatter online as to whether press release distribution still makes sense. [Read more…]

Online Marketing Consultants: Unleash the Power of Blogging

Online marketing consultants and other business owners: are you ready to commit to blogging more consistently in the coming year?web marketing from veer

It’s Sunday afternoon and instead of sitting in comfy armchair with two cats on my lap (yes—they find a way to fit), I’m blogging. That’s because I’m in training for my new year’s resolution which is to blog once a week. There are to be no excuses, and I’m starting to build my blogging muscles now! [Read more…]

How to Build Your Inbound Marketing Machine, Step 1: SEO

In my last blog post I talked about the ‘Inbound Marketing Consultant’s Blueprint for a Marketing Machine.’ You may remember that cogs in this inbound machine include:

  • Getting found;
  • Converting visitors to leads;
  • Automating systems to follow-up and convert leads to sales; and
  • Measuring and analyzing results in order to improve them.

Inbound Marketing SEOSo the first cog in your inbound marketing machine, assuming, of course, you’ve built an engaging website, is getting found online–or search engine optimization (SEO). [Read more…]

Blueprint for an Inbound Marketing Machine

The Inbound Marketing Consultant

What does an inbound marketing consultant do? They help companies transform their websites into marketing and sales generation machines.Inbound Marketing Consultant Machine

Let’s go back a bit. In the industrial revolution we created machines to manufacture everything from candy to cars.  According to Wikipedia, lathes and other machine tools of the Industrial Revolution enabled high precision, and the mass reproduction of parts with that precision. [Read more…]

3 Tips for Marketing to Family Caregivers Online

I’ve written before that the traditional ways of marketing to family caregivers need to be supplemented.  Since they’re looking for information online, it’s time to try some new tactics.  Here are three online tactics you should add to your marketing mix.

A Blog: the Food of the Social Media Party

You can’t just chat on social media websites and expect results.  After all, when you invite people to a party, just getting the people together is not enough.  Usually you provide refreshments and perhaps entertainment.  The same is true online. [Read more…]

Build Your Sales with Case Studies for Seniors

Case Studies Sell

Feed your prospects’ imagination with case studies (also known as stories), and your revenues will grow fatter.

The power of a case study is that it goes beyond telling family caregivers and seniors what you do. It shows them. It engages them. A case study simply explains the problem, shows how your product or service solved it, and describes the results achieved. [Read more…]