This is the next in a series of How To’s on B2B social media. Now that you’ve set up your listening posts (Listen Up!… the First Step in Social Media Marketing) and developed your B2B social media strategy (B2B Marcom Managers: Quick Start Social Media Strategy), it’s time to actually participate. For many, participate means […]

A B2B social media strategy should include a conversation calendar. Your conversation calendar lists the media and frequency of all your social media activity. The conversation calendar acts as a dashboard of your owned and earned media and the number of posts anticipated per month. The conversation calendar is especially helpful if you’re a B2B […]

At a very high level, SEO is comprised of linking, on page/meta data content and other website mechanics (e.g. redirects, trusted URL, etc.). This post speaks to the page content element that B2B copywriters need to know. Start by examining your keywords… Many B2B companies underestimate the importance of this exercise. From a marketing standpoint, […]

Here’s the second in a series of “How To’s” to help you add social media to your integrated marketing communications program. Integrated Marcom Minute interviewed Katherine Watkins, Marketing Communications Manager, Eastman Chemical Company, to learn how she and her marcom team integrated social media into their marcom mix. Research took them down an unexpected path… […]

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.

Accela Communications’ client, Biomni saw a 76% increase in a white paper download using video versus the typical downloadable pdf file. It’s no surprise that video is more engaging. What’s important about engagment is that engaged visitors tend toward becoming buyers. I spoke with Accela rep Kevin Flatley who told me that Accela now offers […]

Well, I didn’t come up with the line, “transparency equals trust.” Geoff Ramsey, CEO – eMarketer coined it at a recent B2B Magazine Netmarketing Breakfast. He was referring to social sites, blogs, etc. that allow visitors to provide feedback. Sometimes feedback isn’t always positive. However, sites which offer transparency into the opinions of visitor’s, customers, […]

It looks like B2B podcasts have become mainstream for many companies. So thanks to the early corporate podcast adopters we now have a good list of do’s and don’ts for successful B2B podcasts. If you have a do or don’t to share feel free to add it to this post… thanks! Do… Integrate podcasting into […]

Integrating keywords into your online copy is more than simply plugging them in somewhere on the page. The point of optimizing copy is to boost relevancy in the eyes of the search engines and that in turn can boost rankings. The way to do that is to include specific keywords and phases in the follow […]

We’ve all been there. Something looked really great on paper, but didn’t produce in real life. This post is for anyone out there who’s had the courage to try something new. And despite it not working, you still managed to learn something from it. Why not share it, and help the rest of us learn […]