Are Podcasts the New Webinars?
by MGB2B
Podcasts are seeing their first significant growth since their birth over ten years ago, but could they be the new webinar to B2B publishers? With the wild success of consumer podcast, Serial, broadcasters and publishers are jumping into this space, from Buzzfeed to the new master of podcasting, NPR. Mass media company iHeartMedia (formerly Clear Channel) recently hosted their own “SoundFront” to announce their own series of original audio programming.
So could podcasts be the next big resource tool for the B2B audience? It is a likely possibility. B2B publishers generally follow consumer technology trends. While there is still heavy reliance on print and more traditional media because of the aging work force, more and more boomers are reaching retirement age. And, to reach up-and-coming directors and c-level employees, the B2B world is in need of fresh vehicles for content beyond webinars and whitepapers.
So how can your business prepare to incorporate audio content into your marketing mix?
Continue ReadingWhere is your B2B marketing strategy headed?
by Vin DiGioia
Similar to their B2C counterparts, the past decade has seen many B2B marketers move en masse from traditional channels to online/digital channels – many times with less than remarkable results due to poor execution and other tactical failures.
While online strategies such as content marketing may have begun to wane in certain sectors, a recent study has shown that many B2B marketers are expect to shift the focus of their future efforts back to the buyers. The results, released by eMarketer, show that a whopping 85% of respondents plan to spend more of their resources on understanding buyers and their needs, as opposed to “brand and positioning”, which is their current primary focus:
Continue ReadingContent Marketing is Not Enough, Especially for B2B
by MGB2B
Ask yourself this question: Can your brand exist solely from sales to the people on your current content marketing list?
If you answered yes, consider that the majority of people on your list are not going to lead to a sale. And there’s nothing wrong with that. Content marketing works, and today, it’s an essential part of marketing that all brands should have in their mix. I’m not saying you should abandon it.
But a recent study showed that while most B2B brands devote about 20% of their marketing budgets to content marketing (a pretty smart allocation, especially if your brand is not well known), there are a significant amount who have upped that amount to 40% or more.
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