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Why No One Reads Your B2B Blog Articles

What’s the first thing you learn when you learn about inbound marketing? Inbound marketing solves problems.

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Apr 3, 2015 8:30:00 AM
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Email Marketing is Not Marketing Automation

Every morning on my commute to work, I listen to NPR (sometimes intently, other times for background noise). Ever since I started to become involved in marketing, one thing that always seems to grab my attention, regardless if I am in a lull, is an advertisement by email marketing company Constant Contact. 
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Mar 24, 2015 8:45:00 AM
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Why February 26th Will Go Down in Social Media & Internet History

What started off as a normal Thursday quickly spiraled into one of the oddest days on social media that I've ever seen. Two separate events rocked Twitter and suddenly took off to become featured stories on national news channels and top business publications. What happened? Why does it matter? How can we, as marketers, take advantage?

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Feb 27, 2015 2:30:00 PM
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5 Pros & Cons of Social Media Automation

Technology and computers have always fascinated me. They make life so much easier and I really can’t imagine ever having to pass a math class without a T9 graphing calculator

However, there is such a thing as too much technology. Our smartphones consume us, our emails are always open on our home desktop, even a two-hour flight without Wi-fi is torture. Which leads me to think – where do we draw the technology line in the marketing world?

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Feb 26, 2015 7:00:00 AM
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How Tom Brady is Winning On & Off the Field


 

Yes Tom Brady won his fourth Super Bowl, and yes, Tom Brady received his third Super Bowl MVP – in some way we all expected that. What I didn’t expect, however, was his secret strategy that made him a winner off the field as well.

All throughout the 2014-15 season, Brady shared throwback photos, memes, and funny videos on Facebook, while his wife Gisele Bündchen posted photos of their family on Instagram. But why? Brady certainly doesn’t need this extra attention; he’s already one of the most popular athletes without it. There’s one simple, brilliant reason.

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Feb 24, 2015 8:00:00 AM
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4 Alternatives to White Papers

In my last article, I wrote about why the white paper is a less-than-ideal content format for most B2B content marketing campaigns. I pointed out three reasons why I think white papers are ineffective: They’re too long, they take on too much, and they’re no fun.

Still, we can’t do content marketing without content. If we are to give up on white papers, what should take their place?

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Feb 17, 2015 8:30:00 AM
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Content Overload: The Problem With White Papers

I think it’s time we gave it a rest with the white papers. So many businesses sink so much time, work, and money go into these content marketing monstrosities, and for what?

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Feb 6, 2015 8:30:00 AM
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3 Inescapable Facts About Human Nature Content Creators Must Deal With

It’s no great revelation to say that people rarely behave the way you want them to. People do weird and unexpected things. They have their own unknowable agendas. They make decisions that don’t make sense.

This is one of the reasons content marketing is so difficult, in as much as it involves corralling the confusing and unpredictable members of the human race and guiding them, somehow, with content, through the stages of a carefully structured buying process.

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Jan 29, 2015 8:30:00 AM
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3 Essential Guidelines for Writing Valuable B2B Click Bait

Ah yes, the dreaded buzzword “click bait.” For those of you who don’t know what click bait is, click baithere is how I define it:

Click bait is content that is created for the sake of getting a click, usually using controversial or attention-grabbing titles that are so compelling one just cannot resist.

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Jan 26, 2015 8:30:00 AM
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3 percent is a good conversion rate for a new B2B website.

Every day I talk to entrepreneurs who are launching new B2B websites, hoping to build a pipeline of new business through content and inbound marketing. These business owners often rely on “conversion rate” as a measurement of their sites’ marketing performance.

A site’s conversion rate is the number of people that filled out a form on that site divided by the total number of website visitors, expressed as a percentage (leads/visits). This is an important metric for gauging your buyer’s interest in your website content.

But if your B2B website is brand new, how can you know what kind of conversion rate it will have? Knowing what to expect when you have no previous conversion rate data on your site is important for setting expectations with the rest of your team.

I recently helped Patrick Truhlar, Managing Member at Steady Returns LLC, with this very problem. He wanted to know what to expect in terms of conversion rate for his new site, which is launching in March. After a couple weeks of digging into his current site’s history of performance, I set some expectations for starting up content marketing with fewer than 200 visits per month coming to his website, which is his current site’s trend.

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Jan 21, 2015 8:30:00 AM
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