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20th March 2014
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Symetec commends IndustrySearch as a 'valuable' online presence
Shaughan Syme, owner and managing director at Symetec, recalls his experience of IndustrySearch so far, pointing to attentive customer support and professionalism as a vital advantage.
 
Storefront of the Month
Congratulations to RS Components, who has been awarded the IndustrySearch Storefront of the Month for March.
 
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Write articles that aren’t too salesy and think about what the reader is interested in learning.
Thinking of selling new products?
Use your Storefront stats to see what your most popular products are and consider selling similar items.
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Focus on well researched keyword phrases, place them carefully, and don't over use them.
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Our categories are growing and evolving all the time, so it’s worth checking them regularly for your Storefront.
FEATURED BLOG:
The growth of thought leadership and how you can join the conversation
By Kalon Huett, Managing Editor
Thought leadership is a buzzword in content marketing, and with good reason. The value of thought leadership pieces is their ability to promote your brand as the expert in the field. A company synonymous with its industry and whose audience recognises it as a prominent authority on its area of specialisation, is more likely
to attract that audience to its products and services organically later on. If you're not part of the conversation, you can be sure that one of your competitors is.

So if thought leadership positions you under a niche industry spotlight, the obvious question is: how do I make it happen? Here is your thought leader's handbook to guide you every step of the way.

Content Marketing Framework: Conversation
Content Marketing Institute
"Your content is now a conversation. It’s a story that needs an audience to respond. So, yes, go out and create great content. Be the leader in your industry because you consistently share value. BUT, share it." In addition to a solid strategy, team, and processes, there’s one key element of your framework that needs to be nurtured: a connection to, and conversations with, your consumers. Read more

The Compounding Returns of Content Marketing: The Data Behind Why Persistence Pays Off in Blogging
TOMASZ TUNGUZ
It is easy to write off content marketing as a waste of time. Effectiveness is difficult to measure; it is time consuming and the payback period on the investment is uncertain. But unlike most forms of paid marketing, content marketing has a cumulative and compounding return. Each of the posts of a blog continues to attract traffic from SEO and social channels long after it has been published. Read more

Use All Five Senses in B2B Marketing
Chief Marketer
Back in the 1980s, when I first began my career, I attended a seminar where a B2B case study was presented. The speaker’s theory was that the more you took advantage of all five senses in your direct mail campaign, the more successful it would be. I was intrigued. Ever since that day, whenever I have the chance to create a campaign where I can evoke more than a few of the senses, I immediately don my creative director's hat and pitch the idea to a client—if it makes sense in their marketing plan. Read more

The Future of B2B Marketing: Thought Leadership Perspectives from a Futurist
Thinque
Thought Leadership Marketing, the strategy of creating informative and interesting content to better engage customers and drive loyalty has quickly moved from a niche term to a 'must have' strategy for both B2B and B2C companies. In fact, latest studies show that incorporating thought leadership marketing into their broader strategy is now the top priority for marketing professionals (34.8% of respondents) up from 18.9% in 2012, a 16% increase (CopyPress). According to another study, 91% of B2B marketers now use thought leadership marketing with an average of 12 channels (blogs, videos, mobile content, apps, games etc.) (CMI). Read more

Is Shorter B2B Content Better?
BUSINESS2COMMUNITY
A client recently asked if I could write a white paper for them. However, when I inquired about the project, I learned that they didn't want a traditional 10-page white paper. They wanted a two-page article that would fit on a single sheet of paper, so that their sales reps could easily hand it to leads at meetings. This client isn't the first to ask me for a two-page "white paper". It seems as though many B2B marketers want to create short pieces of content that will whet their audience's appetites instead of overwhelming them with too much information. But is shorter better? I've conducted research into three popular types of B2B content – white papers, blog posts, and videos – to try to determine an answer. Read More

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