Content marketing has become a buzz word for marketers of all stripes, and everybody jumped in without developing long-term strategic plans. Too many B2B marketers didn't really refine their strategies, and now they are experiencing the consequences.
In 2009, Domtar, North America's largest paper producer, found itself fighting a lot of misconceptions about the paper industry. Its answer was the "Paper, because" ad campaign.
Unless you've been living under a rock, you've heard—or heard of—tech journalist Ryan Block's viral Comcast customer service call. Block's recording struck a chord with millions of Comcast customers who posted all over the Web their own horror stories.
Tom Stein, CEO of SteinIAS, has led one of the biggest global B2B agencies for more than 25 years. He sat down with FierceCMO's Tequia Burt to talk about B2B marketing industry trends and what agencies need to do to continue being relevant to their clients.
FierceCMO was on the ground at Content Marketing World 2014. Catch up on all the big stories out of Cleveand, Ohio from Andrew Davis' opening keynote to Kevin Spacey's closing remarks.
As B2B marketers are increasingly given more responsibility, the pressure to prove the ROI of their efforts grows. That goes for straightforward initiatives like optimizing digital content for SEO just as much as expensive new tech buys. Setting a strategy in place may take weeks, but as soon as the pieces are in motion the countdown to proving its practical benefits is on.
"Questions from upper management begin to pop up," explained Ryan Heuser, senior technical account manager at seoClarity. "How quickly can measurable results be shown? If there isn't an immediate benefit, what's the timeline on return? If the results don't match the projection, what went wrong? Is this even worth paying for?"
Those questions have been asked of SEO for years, but it still can be challenging to demonstrate a tangible return for something as dynamic as search engines. Heuser outlined steps to help answer the inquiries.
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On The Hot Seat
Ali Andrew, CMO of pet insurance provider Trupanion, sat down with FierceCMO's Tequia Burt to discuss how the company's B2B marketing strategy ultimately helps it reach pet owners.
BlackBerry has announced that marketers can now manage BBM Channels on Hootsuite, making it easier to track content performance on the new social network and share posts on other networks.
Flipboard has unveiled its video ads. The company first announced it would offer video advertising last month.
In a move to boost content marketing on its platform, LinkedIn announced a partnership with Kaplan Higher Education Group to launch a new program dubbed Career Journey.
Financial Times got a facelift this week, bringing the print publication's design more in line with its digital portfolio. However, longtime readers need not fear: The business publication did not ditch its salmon-colored hue.
Facebook has tweaked its algorithm once again—this time to give users a little bit more say in which ads will appear in their News Feed. Now, instead of just hiding an ad after a user requests it, the social network will ask those users why.