Use Your Personal Brand to Strengthen Your Leadership Identity

Use Your Personal Brand to Strengthen Your Leadership Identity

So defining your leadership identity starts by defining your personal brand. You can’t turn around your business until you turn around yourself. Understanding who you are and what you solve for is how your leadership will define the evolution of the business in the new normal. The concept of personal branding — the idea that success comes from how you …

In B2B industries

In B2B industries, investment in customer marketing will grow in 2017

Business-to-business ‘customer marketers’ may be the new rising stars in the marketing department, with 93% of organizations expecting to build up their customer marketing efforts this year, while 62% will increase their staff or budgets in this area in 2017. According toThe State of Customer Marketing 2017, out of over 200 marketing leaders primarily from B2B companies surveyed, companies identified …

Will Your Data Help or Hurt Your Business?

Will Your Data Help or Hurt Your Business?

Data is your most valuable asset, but depending on how you treat it, its potential can either be fully realized or it can become toxic. Analysts project by 2025, data from connected devices will yield insights driving potential business value of as much as $11 trillion. But studies suggest 80 percent of corporate data is dark data — meaning either meaningless or …

How to Close More B2B Deals with Case Studies

How to Close More B2B Deals with Case Studies

Let me guess: you’ve had at least one of these complaints before, right? For some content strategists, the solution to all these problems is simply “more content marketing.” But here’s the thing: content marketing is a pretty far-reaching term that encompasses an entire type of marketing strategy and many different content styles. From white papers to e-newsletters, deciding on the …

12 Emerging Influencer Marketing Trends for Social Media to Watch

12 Emerging Influencer Marketing Trends for Social Media to Watch

Each fall, bloggers and social media experts are asked to make their predictions about the trends for the upcoming year. At a time when changes are occurring at an accelerated pace, it appears increasingly risky to predict what is coming. The ecosystem of social networking is complex with the emergence of new platforms for aggregation and distribution of content. We can …

Learn Why Inbound Marketing Is the Future of Selling

Learn Why Inbound Marketing Is the Future of Selling

Traditionally, marketing and sales have kept their distance from one another. Even though both play integral parts in attracting customers and closing deals, salespeople remained unconcerned about how a lead comes to the organization, while marketers just assumed it was the sales team’s job to convince the prospective client. But this way of thinking is quickly going the way of …

How to Use LinkedIn for Social Selling

How to Use LinkedIn for Social Selling

Social media is a marketplace of potential buyers, so how are you selling to them? Recruiters sell socially every day, proactively headhunting their next superstar candidate from LinkedIn and marketing roles to them. This strategy is the same whether you’re selling a role, product or service, so how do you implement social selling in a B2B organisation? What social networks should you use? How can you help people to visualise your …

The Difference Between Content Marketing and Social Marketing

The Difference Between Content Marketing and Social Marketing

What’s the difference between content marketing and social marketing? Is it that content marketing focuses on content production and creative thought, while social marketing focuses on making social media as successful a delivery mechanism as possible? I don’t think it’s that simple. Maybe in theory, but not in practice. Content marketers are often hyper-focused on how their content is received …

The Importance of Building Trust Online

The Importance of Building Trust Online

Regardless of the type of business you’re talking about, the importance of building trust cannot be overstated enough. In many ways, it’s the most powerful weapon that an organization has — it’s what separates your brand from your closest competitor. In the “old days,” building trust was primarily handled through word of mouth: One satisfied customer tells another, who tells two …

How to Sell Content Strategy to Management

How to Sell Content Strategy to Management

Do content strategy problems keep CEOs up at night? Web teams may not think so. The CEO may not either. But in reality, they do. That’s because many serious business problems, at their core, are actually content problems. A sound content strategy helps address those problems; it also helps organizations meet users’ needs, operate more effectively, and make better use …