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10 Inspiring Tips For Breaking Free of Boring B2B Marketing

2020-09-18 15:10:14| Marketing and Public Relations - M&O

Research from HubSpot shows that 65% of buyers don't trust advertisements and 55% don't trust the companies they buy from. Unfortunately, not many marketers are responding well to this challenge. Research from eMarketer reveals that only 23% of CMOs feel they are producing the right content and delivering it at the right time and format. B2B marketers are challenged to attract, engage and inspire their customers even while further research shows that business buyers prefer content from industry experts and content that is interactive. Why not give B2B customers both? To help B2B marketers understand how to do just that, Lee Odden shared 10 inspiring tips for breaking free of boring B2B marketing during SEMrushs 5 Hours of Content event. 1 - Find Topics That Are In-Demand & Relevant Identify a customer solution topic and find topics that are in demand, but also relevant to the customer. What is it that you want to be the best answer for? What do you want to be influential about, and what kind of experience do you want to create for the customer? Identify that customer solution, topic or topics, and then pick the interactive content type story and call to action that is relevant to the particular objective that you have whether it's creating awareness, creating engagement, or driving sales. Then its time to begin the work of identifying the right influencers. 2 - Identifying the Right Influencers Identifying influencers isn't just a matter of going to your marketing department and saying, Hey, who's influential? It's important that you utilize software during this stage, which can crawl millions of social messages and algorithmically identify those individuals who have the combination of reach, network size, popularity, but more importantly, the topical relevance that shows an individual is indeed publishing content on the topic that you as a brand want to be the best answer for. Just as important is resonance the data point that measures the degree to which a topic is something that resonates with the network of a particular influencer. 3 - Incorporate Memorable & Relevant Game-Like Experiences For Content Marketing Institutes Content Marketing World conference we used a themed micro-site featuring influencers relevant to the conference, and it incorporated several games and other entertaining interactive elements to make it interesting and memorable. Identify a topic and theme Identify associated keywords that go along with the topic and theme Utilize the topics to identify relevant influencers 4 - Publish & Promote On The Right Channels Publishing can take place on the client website, with supporting content published on the client blog and various social channels. From a promotion standpoint special graphics can be created for influencers to drive attention to an interactive experience that people can be proud to be a part of. Multiple channels can be used to get the word out about an interactive asset, including promotional video content. 5 - Monitor, Iterate & Measure Performance Once youve published and promotion is underway its time to begin the monitoring, iteration, and measurement to report campaign performance. You can track influencer shares both with UTM codes and other coded URLs, and set up a dashboard to track blog posts performance data. Heres a related case study showing how B2B interactive content incorporated influencers to add credibility to ad experience: 6 - Create Inspiring Content Experiences How can you create content experiences that inspire people for B2B brands like SAP, Dell, LinkedIn, and many others? Lee shared an example, showing a promo video for an interactive micro-site that we created in concert with an event, which was co-created with a variety of B2B marketing experts who shared their advice about how to break free of boring B2B. The digital asset had over 10,000 views in a week and 100K social impressions because of  influencer shares, and resulted in multiple consulting requests. Other inspiring content types can include quizzes, assessments, product finders, interactive content, 360 degree videos, along with interactive formats of a variety of types including games, contests, surveys, tools, and calculators, among others. 7 - Earn Trust Using Industry Experts 65 percent of consumers in a HubSpot survey said that they don't trust advertising, and 55 percent don't even trust the companies they buy from a harsh reality that can be overcome by giving consumers credible, engaging content that's relevant, useful, credible, trustworthy, and experiential. Another study showed that 97 percent of B2B buyers place a higher emphasis on the trustworthiness of the content source, and 95% place a higher emphasis on credible content from industry experts   so they are looking for this. With more content than anyone could ever consume in a lifetime being produced on a regular basis, however, how do you make yours stand out? It's by creating experiences that are memorable, shareable, linkable, and that deserve to show up in search. 8 - Combine The Power of Interactive with Influencers Working with influencers to co-create content delivers mutual value, and it takes on extra weight when that content is interactive, creating digital experiences that are more engaging and which inspire action. Not only for the people that are consuming the content, but also for the people who've contributed and helped co-create the content, because it inspires them to want to make it more successful by reaching even more potential customers. 9 - Inspire Influencers to Create Enjoyable Experiences Inspire influencers to share the digital content they helped make. However if the thing that they help make is foreign and unwelcome to their network, it will become a waste of time. Reach, relevance, and resonance are important data points to consider when identifying influencers. Don't be entitled when you ask an influencer to contribute content this can be a deal breaker. Instead, be patient, always communicate with them when you're asking for quotes or tips, and create a really great experience for them, showing them that they're special and making the co-created content easy for them to

Tags: free tips marketing breaking

Category: Information Technology
 

Do's and Don'ts for SMB Cybersecurity Safety

2020-09-17 18:54:29| TechNewsWorld

The stampede from offices to working from home has strained IT security teams to their limits. As a result, SMBs find they need to get more bang for fewer bucks to fight off cybersecurity threats. However, even IT departments with limited resources can implement foundational strategies to address network security issues, and lay the groundwork for future investments.

Tags: dos safety smb cybersecurity

Category: Information Technology
 

Apple Reveals New Watches, Muscular Tablet at Online Event

2020-09-16 18:29:15| TechNewsWorld

Apple pulled the wraps off two new Apple Watches, two iPads and several services bundles at an event Tuesday held online. The new watches include the Series 6, which boasts performance improvements over the previous generation of the product, and the SE, an economy watch model. Apple also refreshed its basic iPad and the iPad Air, which is now based on the new A14 processor, a five-nanometer fabricated powerhouse.

Tags: online event watches apple

Category: Information Technology
 

Tech Job Market Hot for the Near Future

2020-09-15 14:12:00| TechNewsWorld

Computer systems design and related services added 13,000 jobs, according to the U.S. Department of Labor's August jobs report. IT employment in July was up by more than 203,000 positions since the COVID-19 outbreak; and there were more than 235,000 job postings by U.S. employers, according to the Computing Technology Industry Association.

Tags: future market hot job

Category: Information Technology
 

Microsoft Surface Duo: Rethinking the Smartphone

2020-09-14 13:00:00| TechNewsWorld

For many of us a phone should predominantly be a way to communicate and aid productivity, as opposed to being a device of distractions. Though we communicate far differently these days, and the apps we use to communicate seem to prefer larger screens. This brings us to Microsoft's Surface Duo, which has twin screens and is very different from the foldable phones with which it will compete.

Tags: microsoft surface duo smartphone

Category: Information Technology
 

The Perils of IT Security Hubris

2020-09-10 13:33:00| TechNewsWorld

Corporate cybersecurity has been increasingly compromised since organizations began implementing work-from-home policies in March as the pandemic continued its spread. In addition to the risks created by increased stress on personnel and depleted staff, IT leaders might be overconfident about the cybersecurity protocols and procedures they have in place.

Tags: security perils hubris

Category: Information Technology
 

Google's New Phone App Feature ID's Legit Business Calls

2020-09-09 13:14:00| TechNewsWorld

Google has taken a step toward controlling spam voice calls on Android devices with a new addition to its phone app. The "Verified Calls" feature will display a caller's name, logo, reason for calling and a verification symbol indicating a business has been verified by Google. The service will initially roll out in the United States, Mexico, Brazil, Spain and India, with more countries to follow.

Tags: business phone feature calls

Category: Information Technology
 

Applying AI to Bring a 'Better You' to Video Meetings

2020-09-07 14:00:00| TechNewsWorld

The fact is that people tend to judge us by our appearance. For a lot of folks on video calls, that appearance has degraded sharply this year. Wrinkled clothing, no makeup, partial beards, hair on men down to their shoulders, and work locations that are sloppy, dingy and dark. These all have become everyday experiences on video calls. A few vendors recently showcased new tech to address how we look and sound in online meetings.

Tags: to you video bring

Category: Information Technology
 

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