Here are the top 10 business-to-business PR and marketing articles from this week. Hope you enjoy!
How to apply PR strategies to improve your company’s SEO
The Next Web
Public relations and SEO have always been destined to converge. PR is about building relationships with media professionals and key influencers to help increase a company or individual’s visibility and profile; SEO is an iteration of that relationship. The only difference is that we operate in the digital sphere, and we measure these relationships through links, social signals, and other trust indicators. In the past, many SEO strategists focused on building a high volume of low quality relationships to get their company’s names out to the Web. Times have changed.
Video Still Rising with B2B Content Marketers
Business 2 Community
It’s that time of year again — the folks at Content Marketing Institute (CMI) and MarketingProfs have once again published their annual B2B Content Marketing Benchmarks, Budgets and Trends report. Last year’s survey saw a major increase in the use of video marketing across North America, and this year’s edition shows more of the same. Of the more than 1,200 B2B marketers surveyed, 73% now use video as a content marketing tactic, an increase of 3% from 2012, and a whole 15% from 2011. This growing trend falls in line with early-year predictions that video would be a key point ofinvestment for B2Bs this year.
10 B2B Content Marketing Findings and Fixes for a Bigger Payday
Social Media Today
The B2B Content Marketing 2014 Benchmarks, Budgets and Trends report from Content Marketing Institute and Marketing Profs has been published and it’s packed with data. In the report’s overview page, CMI’s Joe Pulizzi and MarketingProfs’ Ann Handley writes: “Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to find out what a best-in-class content marketer does differently and delve into many other findings as well.”
Email Etiquette 101: Avoid These All-Too-Common Gaffes When Communicating With Journalists
PR pros often live and die based on the quality of their emails, which is why I have a folder devoted to particularly bad examples of email pitches. But the following thread, which I received the other day, stands apart.
Nearly a quarter of U.S. adults owns an e-reader, but tablets are growing faster: Pew
Pew released updated data Friday finding that 24 percent of American adults owns an e-reader, up from 19 percent in a November 2012 survey. For this report, Pew did phone surveys with 6,224 Americans ages 16 and older. Women are still more likely to own e-readers than men. In the same group, 35 percent of those surveyed owned a tablet, up from 25 percent in November 2012.
6 Stupid Content Promotion Mistakes No Marketer Should Make
HubSpot’s Inbound Internet Marketing Blog
We’ve all been there: You’ve created a piece of content — a blog, an ebook, a report, a video — with expectations of high volume traction … and then nothing happens. It sucks. You stare at your data, hitting refresh over and over again, while the awful feeling of failure creeps over you. You might even start questioning your awesome content-creating skills — not cool!
Infographic: The 6 psychological triggers behind viral content
Your boss or client barges into your office and demands a viral video or Facebook post. You start to sweat. How can you make that happen? How can you get people to emphatically click the share button when they see your content? An infographic from WhoIsHostingThis.com has the answer. It describes why people are inclined to share certain types of content, and lists six internal triggers that encourage people to share.
How To Embrace The Five Steps Of Data-Driven Marketing
At its core, data-driven marketing centers on one thing and one thing only: propelling value by engaging customers more effectively. That may sound straightforward at first, but I can assure you, the task is anything but simple, and it’s becoming more and more complex every day. Digital disruption is throwing the physical world of processes and goods into disorder and yet, customers are more empowered –and more demanding –than ever before. What can you do to embrace the five steps of data-driven marketing and regain control of today’s complex digital marketing environment?
Why Smart Marketing Is Like a Great First Date
When you go on a first date with someone, do you tell them how wonderful you are and all the great things you can do, then ask them to marry you? Probably not. And yet, this is exactly what the vast majority of startups and small businesses do when it comes to their marketing materials. Whether it’s a brochure, a landing page, or a video on YouTube, most new business owners feel compelled to share every last value proposition they can in one breath, then “seal the deal” at the very end.
Tech marketers use significantly different lead-gen tactics than nontech
Marketers from technology companies, facing higher costs-per-lead and often longer sales cycles, tend to approach their lead-generation practices in significantly different ways than do marketers from nontech companies. According to BtoB’s new study, “2013 Lead Generation: Optimum Techniques for Managing Lead-Generation Campaigns,” tech marketers are much more likely to use telemarketing to qualify leads, tend to prefer webinars as a powerful lead-gen channel and overwhelmingly prefer having leads achieve a threshold score before handing them off to the sales team.