Inbound Marketing for Manufacturers

Posted by Denis McInerny on Aug 9, 2017 11:31:49 AM

Manufacturers of premium products are important to our economy in so many ways. Not only do they design and build essential components, parts, devices, machines, vehicles and more, but their production in itself represents economic health. Where there is creativity there is invention and where invention meets investment and demand, differentiated products solve big problems. Premium means proprietary. And with proprietary design and build comes a very special story behind each manufactured good. Why does it exist? What does it solve? How does it work and why is it better than a cheaper substitute?

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Topics: B2B Content

How Content Marketing and SEO Relate in 2017

Posted by Terry M. O’Connell on May 19, 2017 4:49:36 PM

Content Marketing correlates directly with SEO

When it comes to digital marketing, many of us have a tendency to see things in black and white, technical SEO and heuristic based Content. The truth of the matter is, the best results come from a healthy combination of the two. Content and SEO are the ying and yang of a great web presence.

The first thing to keep in mind when thinking about the term Search Engine Optimization, is what are your customers/prospects actually looking for? The single best way to gain traction with Google is to simply be the best answer to a question. How is ice-cream made? What are good cloud solutions for logistics companies? Should my team invest in a new project management platform?

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Topics: B2B Marketing, B2B Content, SEO

Why it's More than "Content."

Posted by Owen Matson, Ph.D. on Apr 24, 2017 10:58:14 AM

Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content."  We may be stuck with the word.  Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.

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Topics: B2B Content, B2B Digital Marketing, Content Writing, Content Marketing, B2B Content Writing

One Brand, Many Targets: Developing Content Across Verticals

Posted by Owen Matson, Ph.D. on Apr 24, 2017 9:02:56 AM

Marketers know all-too-well that successful content strategy requires the ability to engage a target audience.  Engaging a single audiences in is challenging enough. But brands often target markets in multiple verticals.  As a result, Marketers commonly grapple with greater challenges:

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Topics: B2B Content, B2B Digital Marketing, B2B Content Strategy, Marketing Across Verticals

Why B2B Content Marketing?

Posted by Owen Matson, Ph.D. on Apr 19, 2017 12:39:26 PM

How do B2B Brands Benefit from Content Marketing?  Check out the Stats on this Infographic...

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Topics: B2B Content, B2B Digital Marketing, Infographics, Content Marketing Statistics

The Value of Infographics in B2B Marketing

Posted by Owen Matson, Ph.D. on Apr 19, 2017 12:17:02 PM

The Value of Infographics in B2B Marketing

Infographics have emerged in status from powerful option to essential strategy. Consider the stats:

  • According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts." 
  • Demand for infographics has increased 800% in the past year.
  • Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner

The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.

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Topics: B2B Marketing, B2B Content, B2B Digital Marketing, Content Marketing, Infographics

Why Brand Value Can Matter Most When it Doesn't Seem to Matter at All.

Posted by Owen Matson, Ph.D. on Apr 11, 2017 5:03:49 PM

Shakespeare's Juliet famously argues that names don't matter:  "What's in a name?  A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell.  Juliet's line presents a classic take on the arbitrary character of names.  Names are nothing more than human inventions that refer to real things.  As such, names obviously don't change the reality of things themselves.  It's common sense.

Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas.  While names are aribitrary, they are not trivial.  Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.  

So what's in a Brand?  A lot.

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Topics: Automated Sales, Brand, B2B Content, B2B Brand Writing, Brand Style Guide, Brand Identity, Brand Story, Brand Strategy, Automotive Industry

Is Your Sales Team Getting the Content it Needs?

Posted by Owen Matson, Ph.D. on Apr 6, 2017 3:35:49 PM

"Don’t Make Your Sales Team Run Marathons on Milk Duds."

Let me explain.  See, I had this kind of absurdly anxious nightmare.  Our firm was in some kind of Olympic race—but not really The Olympics.  (You know how dreams are.)  Anyway, we were sending our sales team out to run a marathon.  For some reason, I said, "they can't run on an empty stomach."  Then the sales team looked at me.  Somehow, I realized I was in charge of the food.  Then I gave them each a Milk Dud.  That’s right—a Milk Dud, the odd little chocolate-caramel candies in the yellow box. Except I didn’t give them a box of Milk Duds--just a Milk Dud, singular. They looked confused and disappointed.  I felt guilty and anxious.  Then we lost the marathon.   

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Topics: B2B Marketing, Sales Cycle, B2B Content, B2B Social Selling, Content Marketing, Marketing and Sales

High- and Low- Brand Diction: Little DIfferences, Big Differentiation

Posted by Owen Matson, Ph.D. on Apr 5, 2017 7:05:04 AM

Small is Tall: Marketing in a Nutshell

 

Yeah yeah--small, tall, whatever.  Just give me the caffeine.  

We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.  

Words matter.  What's the difference between a hotel and a motel?  Sometimes--maybe often--just a letter and about $50 a night.  And there you have it: Marketing in a nutshell. 

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Topics: B2B Content, B2B Brand Writing, Brand Voice, B2B Content Writing, Content Creation, Brand Writing, Brand Style Guide

How to Differentiate Your Brand Voice: Some Essential, if Unusual, Tips.

Posted by Owen Matson, Ph.D. on Apr 4, 2017 7:29:54 PM

How to Differentiate Your Brand Voice: Some Essential Tips

 

 

When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”

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Topics: Differentiators, B2B Content, B2B Digital Marketing, Content Writing, B2B Brand Writing, Style, Brand Voice, B2B Content Writing, Tone, Brand Writing, Brand Style Guide

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