Content Marketing Age - The Equinet Media Blog

One of the most difficult aspects of online marketing for any B2B firm is keeping up with the most recent developments in search engine optimisation (SEO), but nonetheless this is an essential part of the process. As the world’s most popular search engine, the actions of Google warrant particular attention, and it is renowned for changing its search algorithms regularly.

According to research by Digiday and Adap.tv, many online businesses are shifting their marketing budgets away from simple display forms of advertising such as banner ads, and towards online video marketing.

An irreversible shift to new media

According to Econsultancy, many forward-thinking digitally-minded B2B marketers are finding that their own colleagues are the biggest obstacle to making substantial progress in their organisation’s digital marketing strategies and activities.

Many participants at their ‘Digital Cream’ event at the Emirates Stadium in London reported that colleagues, often those in senior management and those with more traditional marketing views, did not fully accept digital marketing techniques. Some digital B2B specialists even said that they felt outnumbered by those with more conservative views, and felt like ‘pariahs’ in their own departments.

Many years ago, the question on the proverbial lips of many B2B businesses was, ‘do we need a website?’ Today that question has become, ‘do we need a social media presence?’ and an increasing number of businesses are answering in the affirmative.

But before you rush ahead to implement your social media management strategy and start socialising with your clients, there are a few things you should consider.

A regularly updated blog can be a powerful way of reaching out to buyers, and of positioning yourself as a thought leader in your field, but only if it’s done well. Here we present 10 blogging tips that you should bear in mind when constructing a post for your company’s blog.

• Blogging Tips #1 - Make your point
  The single most important thing to remember when writing a blog post is that it must have a point – some reason why a busy B2B buyer should take time out of their day to read what you have to say. Decide on this point before starting the blog, and keep it in mind at all times.

A content marketing study show that 99 percent of businesses have used at least one form of content marketing, particularly blogs and social media, proving once and for all that content marketing is an integral part of promoting a business.

Many of these businesses are either outsourcing some of their content marketing functions or are considering doing so in the future.  This has increased demand for content marketing agency services, but many businesses don't understand how to use them.

These days, many B2B businesses are scrambling to enhance their online presence with video marketing services. This can be an effective marketing strategy, but in the rush to create and upload content quickly, they often end up putting out sub-standard video marketing which fails to achieve the intended purpose.

When producing B2B video content, it’s important to think about how you can make it appeal to buyers, in order to encourage them to take action. Here are five video marketing tips to take into consideration when planning your online video marketing strategies.

As blogs have taken off, blog writing services have become valuable to businesses that don't have big internal marketing resources because they help produce high-quality content while the business owner focuses on other things. 

If you're one of those businesses, you will know that you can't ignore your blog, leaving it to languish and gather dust. You need to publish content at least once a week. So, outsourcing the job of producing that content can help you to continue working on, rather than 'in' your business.

Having a regularly updated B2B blog is an essential part of creating and maintaining an effective business presence online.

But in your efforts to promote your services, products and brand to decision makers you shouldn’t restrict yourself to only blogging on your own site.

Writing case studies should be an integral part of any content marketing strategy. In fact, they epitomise the whole idea of content marketing in that they leave the job of ‘selling’ your business to an independent third party. 

By using examples and illustrations of what you do and how you do it, a well constructed case study can bring the story of your business to life, making it easy for clients to understand how you might be able to help them.