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Weekly B2B Round-Up for May 27, 2013

24 May 2013 by Ashley Biondich

Here are the top 10 business-to-business PR and marketing articles from this week. Enjoy!

The Ultimate Resource for 2013 Inbound Marketing Stats and Charts
from HubSpot’s Blog
We’ve compiled the ultimate resource of charts and statistics from the recently released 2013 State of Inbound Marketing Report. Feel free to use this data in your own content, tweet the stats you find most interesting, or just enlighten yourself about the current state of inbound marketing.

Marketing + technology = competitive advantage
from BtoB Magazine
Marketers and information technology departments are joined at the hip today, with IT leaving behind its singular focus on back-office operations and increasingly enabling customer information and service.

4 ways to reinvent your brand
from Ragan.com
How can people or companies reinvent their brands? What does it take to remake who we are and how people perceive us?

7 Marketing Challenges

7 challenges that marketers face
from PR Daily
Marketing today remains a great challenge, in large part because of the consistently changing technology and media landscape. Information sources (conferences, blogs, etc.) consistently address these challenges, yet many issues persist. Here are the seven difficulties for today’s communicators, each followed by an idea or three about how to address them. Please add your own thoughts in the comments section.

15 Actionable Takeaways From Social Media Marketing World 2013
from Social Media Examiner
Did you miss Social Media Marketing World in April? Or perhaps you were there but weren’t able to attend all the sessions you would have liked to. In this article I’ve assembled for you 15 actionable social media marketing takeaways from some experts who presented at the event. Here’s what they had to say.

Value Proposition: 4 questions every marketer should ask about value prop
from Marketingsherpa Blog
In this MarketingSherpa live blog post from Optimization Summit 2013, learn four questions every marketer should ask about value propositions. View the details from their session, “Value Proposition: How to turn that shiny, new value prop into a high-performing page.”

Want to Increase Website Conversion? Fix These 5 Problems
from Social Media Today
Consumers, aided by social, mobile and internet technologies, are expecting more from the brands with whom they choose to do business. They are beginning to define a brand mostly, if not solely, by its online presence. To offer value and increase website conversion, make sure you fix these any or all of these five elements if they are broken.

BtoB study: Social media marketing reaches maturity
from BtoB Magazine
Social media marketing has reached a stage of maturity that places it firmly in the mainstream of marketing channel activity. A new study by BtoB found that 47% of b2b marketers are “very involved” or “fully integrated” with social marketing, up from 28% last year, and fully 96% of all marketers are engaging with social media in some fashion.

11 Checks to Ensure Your Facebook Page is Up-to-Date
from Social Media Examiner
How long has it been since you’ve reviewed your Facebook Page? Are you taking advantage of the latest Facebook features? It’s critical that Facebook Page managers take time to regularly audit their Page and ensure that they are not missing out on new features.

What are the two most USELESS slides in a sales pitch? The answer here:
from Sarah’s Faves
If the world’s leading information technology research and advisory company says it, then it must be true. Vice-President at Gartern, Rolf Jester shares the two most useless slides that can ruin your next sales pitch. Here they are: ANSWER: Common differentiators slide; and Partner logo slide.

For Tech Marketers, Video is Tops; Advertising, a Nonstarter

23 May 2013 by Mike

In March 2013, Arketi released the findings from its sixth annual Technology CMO Roundtable in The Outlook for Business-to-Business Technology Marketing in 2013.  The white paper combined opinions and insight from more than 50 high-tech PR and marketing executives who participated in the Roundtable, held in the fall of 2012.

The Roundtable consisted of executives from leading technology companies in the Southeast and examined the rapidly evolving BtoB marketing landscape. With an optimistic outlook on the 2013 business environment, five consistent themes emerged from the Roundtable discussions.

Arketi Principal Mike Neumeier, APR was recently interviewed by BtoB magazine’s Christopher Hosford for the article, “For tech marketers, video is tops; advertising, a nonstarter,” in which he overviewed the five major trends.

Most notably, video is leading the content movement for tech marketers. Ninety percent of Arketi Roundtable participants said they will invest more into their video marketing efforts this year compared with last year.

To read the full BtoB magazine article, visit http://ow.ly/ljSgC.

Arketi's 6th annual Technology CMO Roundtable

How to Give a Presentation in 9 Words Part 3

23 May 2013 by Rory Carlton

“Know your stuff”

The last three of our nine words relate to delivery. When it comes to giving the presentation, what matters most is knowing what you’re talking about. If you know your stuff – not just your speech but the subject – that will create the confidence to carry you through.

Even seasoned presenters can suffer from pre-presentation anxiety. The key to overcoming it is practice, practice, practice. Aim to know the presentation so well you can deliver it without referring more than occasionally to the script. If you’ve chosen good images for the slides, they will provide visual clues to each point you want to make.

Other than rehearsing, a good night’s sleep is absolutely the best preparation for any presentation. Don’t overdo the caffeine, and if you’re feeling nervous, take a quick five-minute walk and some deep breaths.

As we said at the start, the best presentation is not a lecture or a speech, but rather a conversation. So if you can – and it can take some time to get used to this – just talk normally, as if you were discussing the topic with a friend, rather than a room full of strangers. One trick is to talk more slowly than usual. This helps reduce the tendency to “speechify,” helps reduce the “umms” and “ahhs,” and sends a subtle signal to the audience that YOU are the expert.

Be upbeat about your topic – enthusiasm is contagious, and helps keep your audience engaged. Keep your voice elevated, smile, make eye contact, come out from behind the podium and move about the stage. All of these things help you connect with the audience. Remember, too, that the audience wants you to succeed. They’re not there to see you fail – they’re there because they want to hear what you have to say.

How to give a presentation in 9 words

In conclusion
Giving a presentation is rewarding, but it isn’t necessarily something that comes easily to everyone. The fact is, even if you’ve been giving presentations for many years, it can still be hard. Some people find it easier than others, but for everyone, it gets a little easier every time. So hang in there and keep doing it.

Have a conversation. Keep it simple. Know your stuff. These nine words provide the foundation for building more effective presentations. A great talk is the most powerful way to persuade, encourage and even excite people. It’s the key to unlocking business success.

This is the third and final post in our blog series on how to give effective presentations. We hope you found these tips easy to practice and even simpler to remember.

How to Give a Presentation in 9 Words Part 2

16 May 2013 by Rory Carlton

“Keep it simple”

Once you have your outline including your flow and arguments worked out, let three words, keep it simple, be your guide when fleshing them out into slides. The point is, the slides, and the words on them, are not the presentation – you are the presentation. The presentation is a conversation and that means it’s about you, not your slides. In fact, without you there to present them, the slides alone should be somewhat hard for someone to follow.

Keep your slide simple

Think of it this way: if everything your audience needs to know is in the slides, why do they need you to present it? They can just read it. For this reason, one good way to start is to take everything you wrote in your outline, and copy it into the Notes section of each PowerPoint slide. This becomes your script.

Each slide should support a single key point from your outline; and for each slide, you need only a single powerful image, or perhaps a few key words taken from the script, to represent the point you are making. The pictures and keywords don’t try to tell the story; they support the script you will be speaking, and add visual interest.

Too many words on a slide actually hinders your audience’s ability to understand your presentation. If the language-parsing part of your brain is busy parsing words on the slides, it can’t take in the words you are speaking. But the visual-parsing part of the brain works independently from language, so the audience can take in a picture and your words at the same time.

When it comes to choosing images, we get the best results by sticking to a single image on each slide, and trying to use a similar style throughout. You don’t have to be a Photoshop guru – stock images are easily found online these days, and are certainly preferable to the clip-art that comes with PowerPoint. Don’t be afraid to inject a little humor either, for a change of pace.

This is the second post in a blog series on how to give effective presentations in nine words. Be sure to check out the third and final post next week.

Weekly B2B Round-Up for May 6, 2013

10 May 2013 by Ashley Biondich

Here are the top 10 business-to-business PR and marketing articles from this week. Enjoy!

Google+ Resources to Help You Create a Strategy for Success
from Social Media Today
A successful SEO campaign includes a Google+ strategy, yet many companies are still not thinking about Google+ as such a crucial aspect for SEO. Your typical social media benefits are obvious—on-site engagement, targeted messages, connections and referrals, etc.—but the benefits in terms of ranking on a SERP are still being ignored.

Why is Facebook Blue? The Science Behind Colors in Marketing
from Fast Company
There are some amazing examples of how colors actually affect our purchasing decisions. After all, sight is the strongest developed sense one in most human beings. It’s only natural that 90% of an assessment for trying out a product is made by color alone. So how do colors really affect us, and what is the science of colors in marketing, really?

6 ways PR pros are like salespeople
from PR Daily
I once told a young family member to learn to sell, because “you’re always selling something to someone”—as I’m doing now, trying to get you interested in whatever I’m going to type below. Here are six ways that PR pros are like salespeople:

50 Best Websites of 2013
from Techland
As a wise-but-forgotten person once pointed out, any book you haven’t read is a new book. With websites, it’s the same thing. So when we TIME editors publish our annual list of our favorite sites, as we’ve been doing for a decade now, our overarching goal is to tell you about a bunch that are new to you — whether they’re just-launched start-ups or underpublicized gems.

The Infinite Scrolling Website Trend…Are You In?
from Business 2 Community
Infinite scrolling is a cool technique that is starting to emerge more across the web and seen on social media sites like Pinterest. When implemented properly, infinite scrolling allows for greater content exposure and a simple way to navigate through a site – overall enhancing the user experience.

Tech companies increase marketing budgets

Tech companies to increase marketing budgets 3.7%
from BtoB Magazine
Technology companies expect to increase their marketing budgets 3.7% this year over last, according to IDC’s “2013 Tech Marketing Barometer,” released earlier this month.

SEO for PR: Gauging the success of content marketing
from PR Daily
Over the last several years, Google has evolved search to include several types of content in the results. This view has been deemed “Universal Search” and can include locations, websites, images, social media pages, blogs, reviews, and news stories within the top results.

Help your brand get the most out of LinkedIn
from Ragan.com
The Wall Street Journal surveyed 835 small-business owners and asked which social media network could help their business the most. According to the results, 41 percent of small businesses said LinkedIn could be beneficial to their companies, compared with 3 percent saying the same of Twitter and 14 percent of Facebook.

Agencies Anonymous: 6-Step Program to Overcoming Lead Nurturing Failures
from Marketo Best Practices Blog
Our goal is to provide you with steps to help you recover (and uncover) a strategy for lead nurturing that actually works and get over the reluctance of using an agency for lead nurturing. We’ve gleaned insight from the famous 12-Step program and have adopted the following 6-Step Program to coping with your lead nurturing failures.

Email open rates average 19.7% last year
from BtoB Magazine
Email marketers experienced an average open rate of 19.7% last year, although top-performing companies had an open rate almost twice as high, a report from email marketing services provider Silverpop found.

How to Give a Presentation in 9 Words

9 May 2013 by Rory Carlton

All communications professionals are called on to give presentations from time to time, and for many, the prospect can be daunting. But it doesn’t have to be hard. The secret to a great presentation can be summed up in nine simple words.

“Have a conversation”
Start by thinking of your presentation as a conversation. It’s not a lecture, and it’s certainly not a stump speech. To get into this frame of mind, imagine the topic of your presentation is something important that you want to explain to a friend.

One successful technique is to sit down with a friend and explain the topic to them. If that’s not practical, pretend you’re talking to a friend and record yourself. Ask the question, “If I was going to talk to someone about (fill-in-the-blank) topic, what do I think you would want to know?”

Have a conversation

The point of this exercise is to identify the main ideas: the big “take-away” of your presentation. Keep in mind that, however compelling your delivery, the amount of information your audience can absorb is limited. If you can get them to remember one main point, you’ve done a great job. Write out your big idea on a single sheet, and use that as your focal point as you begin to develop your outline.

To write your outline, step away from the computer, silence your phone, and grab pen and paper. We find that ideas flow better without constant interruptions from emails and text messages – or the temptation to update Facebook!

Once you have the big idea and your outline, add in detail and supporting points. At this stage, it’s about the ideas: avoid the temptation to start thinking about graphics and layout just yet. A presentation isn’t about great-looking slides – it’s about great-sounding IDEAS that win people over. Refine your point, work out what’s important, and make it matter to the other person.

This is the first post in a blog series on how to give effective presentations in nine words. Be sure to check out the remaining six words next week.

Your Email Signature: “Sent From iPad” – NOT!

6 May 2013 by Sami

Mobile devices are everywhere. How many of us remain glued to our respective screens – phone, tablet or laptop – regardless of where we are? As I went into the elevator yesterday leaving the office, I noticed three of four of us were glued to our small screens, rather than talking to each other. Sadly, I was one of them.

Device overload has affected us, with one result being our manners having become worse. One place where this is prevalent is in our signature lines. I received a happy belated 50th birthday the other day from “Sent from iPad.”

What does that communicate? It screams, “I don’t have the time to even sign your Happy Birthday note because I’m too busy.” Doesn’t that defeat the point of sending it in the first place – to make someone feel special?

Screenshot Sent from my iphone

As marketers, the signature line should be sacrosanct. Imagine if you have 100 employees a day and they each send out 30 emails a day… that is 3,000 messages associated with your brand or organization. What do they say? Is your name or branding treated correctly? Are you using that opportunity to market something, like an upcoming conference? Do you have a link to a landing page for feedback or other connection to your company?

For many companies, the email signature has become the wild-wild west of marketing. IT may setup each computer, but sadly employees tailor it and not for the better. Even worse, employees tailor their mobile devices’ email signatures with something silly, or don’t tailor them and “Sent from iPad” becomes the signature line. Most importantly, employees rarely update Outlook or mobile signatures to reflect the latest important item we need to market.

The signature says a lot about the person, which is important even for business emails, because people do business with people. For example, a friend of mine signs his emails (even business ones) with the word “Love,” relating to his Christian faith and his belief in the (agape) love we show for each other. I sign mine, “At your service,” to let clients and employees know I am at their service, and to remind me to act as a servant leader. Because the word, serve, comes from the Greek word, diakonia, (“deacon”), the signature line is meant to drive home a significant meaning to me (a Deacon at church) and my recipients.

The signature line also says a great deal about one’s company. Are your email signatures filled with two paragraphs of legal disclaimers for every email you send? Are you promoting your company? Is your email signature friendly and legible? All of it communicates something.

Luckily, there are organizations that provide a tool to manage email signatures centrally. One such company, aptly named eMailSignature (www.emailsignature.com), provides a solution to update hundreds or thousands of email signatures of employees by employee role, etc. And, they can be changed throughout the year, enabling marketing to update them centrally to improve brand and engage customers.

eMailSignature asks on their website, “What does your email signature say about your brand?”  They’re dead-on, but I would also add, “What does it say about you?” Nobody cares if it was sent from an iPad or Droid – but most likely, they definitely care about you!

MODX How to : Using MIGX

2 May 2013 by Charles Askew

It’s no secret that Arketi loves MODX. It’s a content management system (CMS) that gives you a clean slate to build a site your way. There is no predefined structure that you have to build your sites within and no tweaking of your design to fit another developer’s vision of how a site should be structured. As the MODX site says, “Creative. Freedom.”

There is always a tradeoff with that kind of freedom. With no one telling you how to structure your site, you have to decide how to do it yourself! It’s intimidating at first, but once you start getting into the power that MODX offers with template variables, input/output filters, snippets and chunks, it gets addictive. The hard part is learning what tools you have available and how to utilize them to do what you want.

We’re going to look at MIGX, a type of custom template variable that has quickly become one of my favorites. Using MIGX, which stands for MultiItemsGridtv for MODX, Arketi was able to create a scrolling homepage banner for our client, ARA.

Whoa, whoa, what’s a template variable? Well, let’s explain that first. In MODX, a template variable is a custom field for a MODX Resource. Resources in MODX can be many things, but the most common are representations of your website’s pages. Template variables allow you to store or use custom fields in your pages. They can be simple things such as text or a block of rich text with code. Or, they can be more complex such as date and time for recurring events, drop down lists built from other resources, or check boxes used to turn on or off page features. Basically, it’s one of the more powerful tools in MODX.

Setting up MIGX

I would highly recommend also reading the excellent tutorial for MIGX created by Mark Hamstra here and reading the MIGX documentation here. Both are excellent guides. 

The hardest part of the whole process is setting up the initial template variable. To begin, MIGX is installed through the MODX package management page. Once installed, you have access to a new type of template variable. Set your name, caption and description as you would for any other, and assign it to which template can use this variable under template access.

The input option is where it gets different. Set your input type to MIGX and you’ll see a whole host of new options. The most important are the form tabs and grid columns and both fields require JSON statements. The form tabs are how your data is stored and presented while the grid column is how that data is presented to a user in the MODX manager.

The ARA form tabs

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[{"caption":"Homepage Slider Content", "fields": [
{"field":"placeholder","caption":"ID","inputTV":"placeholderTV-MIGX"},
{"field":"title","caption":"Title","description":"Intro Title","inputTV":"textTV-MIGX"},
{"field":"location","caption":"Location","description":"Name of location","inputTV":"textTV-MIGX"},
{"field":"address1","caption":"Address","description":"First Address line","inputTV":"textTV-MIGX"},
{"field":"address2","caption":"Address 2","description":"Second Address line","inputTV":"textTV-MIGX"},
{"field":"copy","caption":"Description","description":"Short descriptive text","inputTV":"textareaTV-MIGX"},
{"field":"image","caption":"Image","description":"LocationImage","inputTV":"imageTV-MIGX"},
{"field":"panelcolor","caption":"Color","description":"Panel Callout Color","inputTV":"homeagepanelcolorTV-MIGX"}]}
]

The caption line defines what the header will say when you’ve opened a new item in your grid.
Using the title as an example, let’s look at each piece:

  • “field”:”title” is the name used for the field
  • “caption”:”Title” is the display name of this field
  • “description”:”Intro Title” is a short bit of descriptive text shown to the user
  • “inputTV”:”textTV-MIGX” (this one is key) this defines the TYPE of the field. This is a bit confusing at first but this entry looks for the textTV-MIGX template variable. It’s a special template variable, not assigned to a template that is set up with the textTV-MIGX name and the type is set to text.

As you can see above, there are 5 types of input TVs we use:

  • placeholderTV-MIGX is a hidden field so it does not show up when editing a line
  • textTV-MIGX is a simple text field
  • textareaTV-MIGX is a simple text area
  • imageTV-MIGX is an image template variable, allowing processing of a thumbnail.
  • homeagepanelcolorTV-MIGX is a special template variable made for this panel. It is a series of radio buttons allowing a user to select a color

The ARA grid columns look like this

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[
{"header": "ID", "width": "10", "sortable": "true", "dataIndex": "placeholder", "renderer": "this.renderPlaceholder"},
{"header": "Title", "width": "100", "sortable": "true", "dataIndex": "title"},
{"header": "Location", "width": "120", "sortable": "true", "dataIndex": "location"},
{"header": "Address 1", "width": "120", "sortable": "true", "dataIndex": "address1"},
{"header": "Address 2", "width": "120", "sortable": "true", "dataIndex": "address2"},
{"header": "Copy", "width": "160", "sortable": "true", "dataIndex": "copy"},
{"header": "Image", "width": "150", "sortable": "false", "dataIndex": "image","renderer": "this.renderImage"},
{"header": "Color", "width": "120", "sortable": "false", "dataIndex": "panelcolor"}
]

Let’s look at the title again:

  • “header”: “Title” is the title for this column
  • “width”: “100″ sets this column to 100 pixels wide
  • “sortable”: “true” gives you the ability to sort it
  • “dataIndex”: “title” links this column with the field name used in our Form Tabs.

There are a few special cases here such as the placeholder and image “renderer”: “this.renderPlaceholder” helps create a sequential id for each row. “renderer”: “this.renderImage” helps to create a thumbnail image in the row.

Once you are all done, go to any resource that uses this new template variable and you will see something like this:

Thumbnail Images

 

You get a very nice, easy to update grid of items. Clicking add item opens up a pop up window with the ability to create a new row with all the necessary information.

MIGX pop-up window

 

Placing this template variable on a page gives us this:

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[{"MIGX_id":"3","placeholder":"","title":"RECENT TRANSACTIONS","location":"The Vistas at Saddle Rock","address1":"22959 East Smoky Hill Road","address2":"Aurora, CO","copy":"320-Units","image":"assets/homepage/denver.jpg","panelcolor":"blue"},{"MIGX_id":"1","placeholder":"","title":"RECENT TRANSACTIONS ","location":"Autumn Park Apartments","address1":"1801 Interface Lane","address2":"Charlotte, NC","copy":"586-Units","image":"assets/homepage/charloette-autumnpark.jpg","panelcolor":"green"},{"MIGX_id":"2","placeholder":"","title":"RECENT TRANSACTIONS ","location":"Belmont Apartments & Townhomes","address1":"2500 Bennett Avenue","address2":"Dallas, TX","copy":"477-Units","image":"assets/homepage/DallasUDR.jpg","panelcolor":"red"}]

Not very helpful, but that is where two other MODX tools come in—the snippet and the chunk.

Snippets are the way MODX can run pieces of dynamic PHP code on a page. Chunks are pieces of static text or other elements on a page. Chunks don’t process PHP, but they can be used to call snippets. The template variable, a snippet called “HomepageSlider”, and a pair of chunks is all we need to turn the output above into HTML code we can use.

On the homepage template is this line:

[[HomepageSlider? &input=`[[*HomepageFeatures]]` ]]

[[*HomepageFeatures]] is the name we gave our Template Variable

“HomepageSlider” is the name of the Snippet we are going to use. You can see that the Template Variable has been assigned to a paramater named input. This will be passed to the Snippet and used as a PHP variable.

So here’s the snippet’s code:
HomepageSlider

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<?php
$input = $modx->fromJSON($input);
$slideOrder = 1;
$output = '';
$output.= '<div class="slideshow"><div class="txt"><div class="holder">';

foreach($input as $row)
    {
    $row['MIGX_id'] = $slideOrder;
    $section1[] = $modx->getChunk('HomepageSliderTpl', $row);
    $slideOrder++;
    }

$output.= implode("\n", $section1);
$output.= '</div></div><div class="gmask"><ul id="slider">';

foreach($input as $row2)
    {
    $section2[] = $modx->getChunk('HomepageSliderTpl2', $row2);
    }

$output.= implode("\n", $section2);
$output.= '</ul></div></div>';
return $output;

Let’s walk through this.

  • First, turn that template variable into something usable. If you remember from before, we assigned a parameter to the snippet call named input. We are now using one of the MODX functions to turn that JSON string into a PHP array.
  • Since the site editor might want to change the order of the slides in the manager, make a new variable that starts at the number 1 called slideorder.
  • Create the output variable and make sure nothing is in it. Next, we can start to add some HTML code.
  • We then start to step through this big array. First, set the MIGX_id to whatever number the slideorder variable is. In this case, it is the first one, so we number it one.
  • Now, make a call with one of the MODX functions called getChunk. It does exactly as it sounds. It gets a chunk called ‘HomepageSliderTpl’ and uses the row array (more on this later).
  • We then bump up the slide order by one.
  • We run through this loop filling up a new array called section1.
  • Once this loop is done, we implode the array into a nice new bit of HTML code.
  • In most cases you would now be ready to return your output variable to the page. In the case of the ARA homepage area, the content is split from the images. Therefore, we have a bit more HTML code as well as another for each loop and implode.

This snippet has two getChunk statements. Here is what the getChunks look like

HompageSliderTpl

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<b>[[+title]]</b>

<i>[[+location]][[+address1]]
[[+address2]]</i>

[[+copy]]

HompageSliderTpl2

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<ul>
    <li>[[+image:imageProcess]]</li>
</ul>
&nbsp;

When this chunk is called in or for each loop, it is given an array that has key pairs. The key value associated with ‘title’ will be placed in your chunk where you see the placeholder [[+title]]. You may notice that these placeholders share the same names as our field names way back in the Template Variable setup.

And there we have it! Once this snippet is executed on the page, it drops in a bit of HTML code that our Javascript based slider can then use.

MIGX final outcome

Infographic: The 2013 Marketing Mix

30 April 2013 by Rory Carlton

With more than 50 marketing and PR executives, the sixth annual Technology CMO Roundtable revealed best practices, learnings, questions and – most importantly – actionable insights. Attendees completed a survey about their marketing plans for 2013, and were asked, “In 2013, do you expect to do more, less, or about the same of the following?”

Categories included video, lead generation/nurturing, content marketing, thought leadership and website enhancement, and the majority of respondents plan to do more of these activities. See the infographic below for all the responses, and for more information, download your free copy of The Outlook for Business-to-Business Technology in 2013.

 Tech CMO Roundtable 2013 chart 3 - Marketing Mix

Rules of Engagement: SEO Content

25 April 2013 by Amy Leefe

Create engaging content, and the users and search engines will come.

Sounds simple, right? Well, it actually might be. If you can develop a piece of content that your audience finds useful enough to want to share with friends and colleagues, then you are on the right path.

The key thing to remember is that great content generates authority signals – by acquiring links and social shares – which make it easier for engaging content to rank. A link or a “like” and share on a social network are signals to search engines that people like your writing, that people are promoting your work, and that your content may be relevant to other search engine users.

So the question is: how to create content that the target audience will engage with? Here are a few pointers:

Investigate the community

Content audience will engage with

Prior to creating your engaging content, ensure you know where it will be going. Research the industry and find platforms and users interested in this type of content. Is there an active community that would share your content? Are there sites, blogs or forums targeting your primary audience? Look at the content your competitors are distributing – and where they are distributing it. Determine which content users find most interesting by looking at their comments, and at the number of shares different posts garner.

Develop a keyword-targeted editorial calendar

Developing an editorial calendar is a great way to help you produce a steady stream of regular, timely content. Better still is a keyword-targeted editorial calendar in which you align your content pieces with the keywords for which you want to rank. Not only will you be writing content that aligns with your industry – you will be increasing your site’s chances of ranking for target terms.

Distribute educational content

This sounds obvious, but it’s often left by the wayside by those who are overly focused on generating leads and selling more products. Many Internet users don’t want to be sold on your product – more often than not, they are performing research or looking to learn something new. It’s important to be there for them at this early stage in their buying process, also – not just the end.

In fact, educational content – white papers, videos, infographics, data visualizations – often garners more links and social shares and is thus viewed as more authoritative by the search engines. Remember, interactions with your content indicate to search engines that your content is valuable.

Bottom line, it’s all about developing content that your target audience will find useful. If the audience thinks your content is valuable, the search engines will too. Google has said that its goal is to provide searchers with the most relevant results and a great user experience – so if users are touting your piece, it’s a signal that it is liked. Write engaging content, let it reach the masses, and the other search engines will come.

This post is the third in a series of posts on how to maximize the value of search and it first appeared on CommPRO.biz. Check out the previous posts including part two on “The Need to Know of B2B SEO” and part one on “SEO 101.”