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B2B vs. B2C Marketing: 6 B2B Content Blunders to Avoid
If you try to sell a business solution the same way you’d sell a car, you’ll drive your customers away. There are some major differences in B2B vs. B2C marketing that you need to take into account when you’re creating content for your company. Consider these six major elements that just won’t work well with a B2B audience: Strong Emotional Appeals B2B buyers are thinking more rationally and less emotionally than B2C buyers. They care less about how you’re making the world a better place and about your vision for the future and more about how you’re going to provide
Back to TopLive from SXSW: What is the Database of Affinity? — Part 2
This is my second post on Forrester Vice President and Senior Analyst Nate Elliott‘s Sunday session “Affinity, Intent and the War for Marketing Dollars” at SXSW Interactive. Read “Live from SXSW: What is the Database of Affinity? — Part I” for the rest of the story. It’s not the ads on social media sites that present real value for marketers, it’s the data people are sharing through their “likes,” posts and other interactions on those social sites, says Elliott. In the next five years, someone is going to seize on this data and take advantage of the database of affinity
Back to TopLive from SXSW: What is the Database of Affinity? — Part I
Forrester Vice President and Senior Analyst Nate Elliott took the stage at SXSW Interactive Sunday afternoon to explain the “database of affinity,” a term the company has coined for “a catalogue of people’s tastes and preferences collected by observing their social behaviors.” In spite of all the hype around Big Data, marketers — even those at big, smart companies — are still making major mistakes as they try to target their advertising to the right groups of customers because they aren’t using the data they have well, Elliott explained in his session on “Affinity, Intent and the War for Marketing
Back to Top3 Bad Website Design Elements That Send Customers Running
This post is by AJ Kumar, the co-founder of Single Grain, a digital marketing agency based in San Francisco. Single Grain specializes in helping startups and larger companies with search engine optimization, pay-per-click, social media and various other marketing strategies. When considering their website, entrepreneurs know they want to avoid bad website design and have a number of different questions on their minds. Does my chosen design represent my brand in the best possible way? Will the website structures and images cause visitors to convert to customers at the highest rate possible? But there’s another, more important question they need to be
Back to TopReputation Capital’s Brooke Howell Talks Content Marketing for Small Business
Brooke Howell is the newest member of the Rep Capital team! Today, she officially joins us as director of client services. She previously served as the small-business and entrepreneurship editor at SmartBrief, where she served as lead editor for newsletters on women’s business leadership, franchising, insurance, wholesale distribution, the automotive aftermarket and the law. Before joining SmartBrief, Brooke worked for UCG as an editor on its Home Health Line newsletter, as an assistant research editor at AARP The Magazine and as a freelance reporter for publications including The Washington Post. She has a master’s degree in journalism from the University of
Back to TopContent Marketing for Nonprofits
Many community organizations are making great strides by creating great Web content. Here are a few benefits of content marketing for nonprofits. It expands your donor base beyond local boundaries. You’re not limited to connecting with donors in your local community. It can be less expensive than other forms of marketing. It doesn’t always require extensive graphic design, and employees or volunteers can contribute. It can be re-purposed. Written content such as white papers and blog posts can be adapted to grants, applications and annual reports. It helps raise awareness. Awareness building is good for fundraising as well as public
Back to TopHow Online Word of Mouth Marketing Is Changing
This guest post is by Joe Cassara, founder and CEO of You Need My Guy, a solution for organizing your referrals and recommendations online. He also serves as Managing Partner of Harvest Ventures, an early-stage venture-funding firm, and Mentor of StartFast, a venture accelerator out of Syracuse, N.Y. I saw someone using a payphone the other day. I figured he was just trying to get a clever Instagram shot in hopes of being on a sponsored AT&T post. Nope — he was actually making a call … or making a fake call to avoid an ex-girlfriend. (I’m not sure those things are even connected
Back to TopTop 10 Reputation Capital Blog Posts of 2012
The end of the year is a great time to review the successes and failures of your content marketing plan. I spent some time this weekend reviewing the most popular posts published on the Reputation Capital blog. Here they are, in case you missed them the first time. Why Nobody Clicks on Your Headlines. People are faced with an overwhelming amount of information every time they get online. They can’t possibly read it all, so they scan to find the most interesting information before they click. If you want them to choose your content, you’ll need to write blog headlines
Back to TopHow to Host a Webinar
Have you been looking for ways to demonstrate your expertise? Regardless of how near or far away your clients are from your physical location, you can meet with them all — live — via webinars. Although the idea of hosting your own webinar may seem intimidating, learning how to host a webinar is not as difficult as you may think. Once you find the right platform and prepare your content, you’ll master the basics of how to host a webinar quickly and successfully. Why Learning How to Host a Webinar is Smart If you’re not much for public speaking, you
Back to Top4 Content Marketing Videos Everyone Should Watch
If you don’t think that content marketing is exciting, these awesome content marketing videos will change your mind. Coca-Cola Content 2020 Part One Summary: The end-all be-all of content marketing videos. One of the best known brands in the world is going all-in with content marketing, and this video lays out the mega-corporation’s Web content strategy leading up to 2020. It’s a content marketing masterpiece. The 30-second watch: Skip to 0:27 and listen to the description of the strategy’s two key concepts: Liquid and Linked content. Takeaway: Is your content innately related to business objectives? Is the story you tell
Back to Top5 Ways to Attract More Traffic to Your Business Blog, Now
