Long-tail keywords refer to more specific phrases vs. a general term or phrase. For example, ERP software for discreet manufacturing in automotive industryvs.ERP software. Testing has shown that the long-tail (more specific) search is usually a good indication of a higher level of interest, which leads to better conversion. That said, the total number of […]

A B2B marketing communications (marcom) plan without SEO could undermine B2B lead generation programs and even worse, generate leads for your competitors. For some reason many B2B marketers don’t see the value of SEO. Often, B2B marcom managers are tasked with short term lead generation at the expense of long term search engine optimization. The harm in doing so is that without SEO, lead generation programs could drive leads to your competitors.

Here’s a good presentation on why B2B marketing communications professionals need a content marketing strategy as part of their marcom strategy. B2B marketers can benefit from a content management strategy because it can help engage and move prospects further through the complex B2B buying cycle. Tell us what you think about content marketing. Online Marketing […]

I don’t usually make predictions, but As a B2B marketer, I predict that social media is as big, if not bigger, than the internet was back in ’94 when everyone was scurrying to put up a website. I see it happening all over again with social media. It happened to a lesser extent in ’02 […]

If you’re like most B2B marketing communications departments, you probably don’t have in-house social media experts. And you probably don’t have a budget for hiring FTEs who are adept at social media. Your options are to leverage your agency, if they have a social media group and to build the skills in house using your […]