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It’s easy to be impressed by a lot of marketing gurus on social media. They’ve perfected the clickable headline that promises the inside scoop on how to hack your marketing. Follow a few simple steps and you, too, can have 80 million followers, earn a six-figure income on the speaking circuit, put your SaaS signups on steroids, what have you. But what if we focus instead on marketing murmuration?

A murmuration is a flock of birds that pivot and swoop in unison. A single bird’s flight is delightful; a flock in synchrony is mesmerizing and inspiring. They are so in…

With enough time and money, it’s easy to spread the word of your company’s accomplishments and ideas. You can develop customer success stories, white papers, and product information to share. If you’ve been doing a good job of capturing leads, then you have your own list for sharing that content. If you’re shy on volume or are still building your database, you can buy lists. You can get your message out directly to your prospects via content marketing, in the way you want it to be heard. …

The customer success story is the gold standard of content. When done right, customer success stories engage prospects and build trust. They also are a terrific way to generate earned media, because journalists are far more interested in your customers’ point of view than in yours. But these stories don’t come fully formed out of your customers’ mouths — you need to go get them. …

Content promotion is pretty much the core of B2B PR and media relations. While digital marketing and content marketing tools are getting better, the reality is that there is no substitute for analog content promotion. Graphics firm Venngage recently wrote a terrific post about how it earned 200,000 email sign-ups within a three-month time period for its cloud-based infographic creation tool. The lessons it learned about content promotion are must reading for anyone in B2B media relations and marketing.

Venngage started out great by developing a piece of on-brand anchor content specifically designed to capture its target market’s attention. Naturally…

If a tree falls in the woods and there’s no one to hear, does it make a sound? Who cares! When you are marketing a product or service, the point is to get your message heard. That means establishing a plan for content promotion in your B2B PR strategy. The old days of blasting out a press release to everyone in creation are gone. And as valuable as content marketing can be, few companies can rely solely on an inbound strategy. A good rule of thumb is that for every hour you spent creating content, you’ll need to spend another…

Marketing complex products to a B2B audience requires a meaty content promotion strategy. The stakes are high for these purchasers, because complex products and services tend to be more expensive, usually are technical in nature, and are often deployed at an enterprise level so they have a significant impact on the organization. The good news is that your audience is likely to pay close attention to what you say. The challenge is to find the best way to communicate with your target audience.

While many promotion strategies will tell you to keep your content bite-sized, when it comes to complex…

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I received an email this morning with the subject line “How to Churn Out Content”. Ugh, no. That may have worked in the early days of inbound marketing, but there’s way too much competition for your prospect’s attention today. Mark Schaefer recognized the impact of “Content Shock” back in January of 2014, noting that content marketing as a strategy was drowning in a flood of content. It’s only gotten more challenging in the two years since he wrote that post: social media influencer monitoring tool Buzzsumo has found that half of all content is shared eight times or less. …

One of the core aspects of my work when I was a virtual CMO was to help people communicate. I worked with people in all phases of business — entrepreneurs, execs in ongoing businesses, and startups with every kind of “ask”. Before you have a shot at landing your “ask”, you need to perfect your pitch. Here are some lessons learned from the hundreds of pitches I developed for and with customers.

First of all, your pitch needs to answer the Five W’s (and one H) in 90 seconds or less. The reason it’s called an “elevator pitch” is because…

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B2B marketing is different from the consumer world, in part because it relies on engaging with an audience that wants a lot of information on how best to solve what can be complex and sophisticated business problems. While paid media (including advertising and content syndication) fits well in marketing plans for some businesses, there is a role for earned and owned media in content marketing plans for just about every B2B firm. Buyers rank earned media as their most trusted source of information, and marketers list it as among the most cost-effective tools. Earned and owned media deliver results throughout…

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The most powerful way to connect with B2B customers is through education — people are eager to learn, and providing the information they need can help drive them right to your door. How can you help educate your prospective customers? The best place to start is by creating content you can use across all marketing channels, from outbound digital campaigns to inbound interactive campaigns. You control this portfolio of assets, which is why it’s called owned media. Here are some ideas on how to start building your content library.

Bylines and Editorial Content

Bylines and other stories for trade publications or industry blogs are…

Alison Harris

All things B2B marketing. Former virtual CMO, now in-house bizdev. I founded content calendar software PlanITPDQ. Constantly curious. alisonhms[at]gmail.com

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