The reality of branding from a B2B perspective is that marketers were never really in control. The only control marcom exerts is in communicating the framework for the brand—identifying what the image should be, articulating the brand promise, etc. However, it’s the customer perception that either validates what we communicate or denies it. Learn more…

Should B2B copywriters apply SEO copywriting techniques to landing pages, especially when an email is driving visitors to the landing instead of search? Landing pages should be optimized for conversion first and foremost; however, that doesn’t preclude SEO. Learn more…

The following B2B SEO copywriting techniques for multilingual websites came from a B2B SEO copywriting workshop. The copywriting techniques include how to write SEO-effective meta data, in addition to effective copywriting techniques for corporate communicators.
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The 5 P’s of B2B social media marketing help B2B marcom professionals develop a social media marketing program based on five P’s — social media policy, plan, people, persona and above all, patience. Learn how other B2B companies are handling social media policy, from where they’re getting the social media resources and content necessary to an effective social media program.
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As a B2B copywriter, one of the biggest challenges of writing web content is writing effective engaging content while optimizing it for search. For me, it’s easier to write the content with the reader in mind first, and then optimize the content for search engines. I use the following B2B copywriter’s seven-step checklist and tweak the content until it’s optimized for the reader and for search engines.
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According to an eMarketer study–courtesy of David Dean’s post on MarcomProfessional–B2B marketers are laggards when it comes to social media. The study indicated that half of B2B marketers surveyed are not even using content marketing tools such as blogging. Social media is not optional for B2B marketers. It represents a fundamental shift in the way your prospects and clients communicate and interact on the internet. Learn more…

With 6 billion mobile app downloads expected in 2010, I started thinking about how B2B marketers could benefit from mobile apps beyond brand engagement. A more powerful use of B2B apps is to enable greater personal productivity and connectivity. Find out what would make your customers and prospects more productive. Based on my work with B2B high tech and industrial companies, the following list offers ideas for B2B mobile apps. Read more…

The folks at B2B Voices hosted a group of marketing and communications professionals to discusss the topic, “Social Media and ROI: Dare We Talk About It.” One of the most important outcomes of the meeting was the fact that metrics used to determine ROI should be money-focused such as increased sales, lower cost per acquisition, etc. However, what often are reported as ROI metrics–number of followers, likes, subscribers, etc.–don’t really cut it when talking to marketing execs… especially when it comes to asking for more money for your social media program. Learn more…

Whether you’re a B2B marcom manager who’s taking on social media as a grass roots effort (you and one or two colleagues) or you’ve enlisted a team, content creation can be daunting, even meeting the bare minimum frequency. Like many B2B marcom managers who are beginning a social media program, you and your already burdened staff are responsible for creating most of the content in addition to your day jobs. Before you read any further, make sure you have a content marketing plan and a conversation calendar in place. Then get ready to develop your B2B social media workflow.
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The B2B integrated marcom manager’s role is expanding thanks to social media optimization (SMO). Marcom managers must connect the social media objects that their companies produce. Social objects are content introduced online such as blog posts and comments, Twitter tweets, videos, etc. that can become catalysts for conversation. These objects are all dangling out there in cyberspace. Individually they lack impact, but collectively, they are more impactful to marketing efforts. By developing content optimization guidelines, B2B integrated marcom managers are enabling social objects to connect, which will drive search results and business results.