If you have not seen Jeff Cohen’s terrific presentation on 16 Best Practices of B2B Corporate Blogging is is worth checking out (see below).

Our best practice recommendation:
Start with a content framework

All of Jeff’s recommendations are valuable but the first 7 can be addressed in a practical way by creating a simple content strategy/framework that answers the following questions:

• What business are you really in?
• Who is your target?
• What are their needs and pains?
• What is your value proposition?
• What does your customer really want to know, broken out into main categories?
• What are the key purchase decision stages?
• What Keywords should you target?

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Developing B2B marketing content can be expensive in terms of dollars and time spent — and some tactics are better than others.  According to CMO council research on content ROI “only 22 percent of respondents say they are very satisfied with the caliber of technology content” and this issue is not just limited to technology brands.  But smart companies have learned how to tackle the challenge efficiently and effectively.  How do they do it?

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Understanding the decision stages B2B customers go through as they decide to buy from you and developing the content they are looking for at each stage is an essential B2B Marketing best practice.  Creating and sharing the information your customers want at each stage of their decision process will dramatically improve the findability, relevance, and ultimately the value of your content and increase qualified traffic, visitor engagement, and conversions. Read more »

Today’s B2B Marketing Best Practices include many powerful tools to help you acquire, nurture, profile and convert new customers. Marketing automation, lead nurturing, digital sales collateral, and social media can acquire and convert more customers for your business.

They’re all fueled with content.  Of course, the better your content the harder they work. Yet we often hear clients say things like:

“The content on our website is out of date but I’m not sure what to put on it.” ”We need to update our sales collateral and I can’t find the time.” ”We need a new case study and white paper but I’m having trouble choosing a topic.” ”I started blogging but stopped after a few weeks after I ran out of ideas for posts.”

There’s more: “Where do we get content for our marketing automation, email marketing, or lead nurturing programs?” ”I am not sure that Social Media like Twitter, LinkedIn, Facebook, YouTube or SlideShare are worth the time and effort. How do I know if they’re working?” Read more »

Staying on top of news, events, and conversations in your market is key to repurposing, curating and creating content. Consolidating all this information into a dashboard allows you to quickly scan and identify what is important.
Here are 6 steps for setting up a dashboard: Read more »