Win B2B Influence
Today we live in an age of information overload where the speed of content discovery and the variety of options for media consumption across connected devices presents new challenges for B2B brands and buyers alike.

The natural response for buyers is to filter their choices and focus those few sources which are most trusted, credible and meaningful. For brands that want to differentiate and even dominate in their category, becoming known as “the best answer” for their domain of expertise will have enormous impact.

The challenge of increased digital sophistication brings an opportunity: businesses can differentiate and capture market attention by growing their authority and influence.

Content is a top priority for brands.
Numerous research studies continue to support the fact that content marketing is a top priority for marketers but there are also some challenges; companies find it difficult to produce enough content, as well as create … Read more

Book Laying in Front of Tranquil Lake Scenery

Joseph Gordon-Levitt is a guy who understands content. He was the featured keynote speaker at Content Marketing World three years ago, and his company HitRecord empowers creators to collaborate and produce awesome stuff together.

Joseph Gordon-Levitt also understands storytelling. He is an actor, director, producer, and writer who has appeared in numerous beloved movies and TV shows. His work as an author includes a series of works called The Book of Tiny Stories.

“The universe is not made of atoms; it’s made of tiny stories,” the tagline asserts.

Given his experience and expertise at the intersection of content and storytelling, it’s worth listening any time Gordon-Levitt speaks on these subjects. So I definitely took notice when the film icon suggested recently that the future of storytelling lies not in movies, but video games.

The gaming medium “feels like kind of the most groundbreaking storytelling,” Gordon-Levitt observed in a new Read more

Ryan Brown Ceros

What makes an experience an…

B2B Marketing Experience?

Full disclosure: I am not on the design team at TopRank Marketing.

But you know what I mean. You’ve eaten dinner at dozens, if not hundreds of restaurants in your lifetime. But there are likely one or two that stick out in your memory. What makes them memorable?

That question drove an intriguing presentation at B2B Marketing Exchange, led by four expert marketers:

B2BMX Speakers 2020

Short answer: What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.

[bctt tweet=”“What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.” @NiteWrites” … Read more

Man Interacting via Virtual Meeting

These are strange times indeed.

As I write this, I’m sitting in my home office, because my employer – like so many others across the country and world – is doing what it can to help stop the spread of COVID-19. This is the type of event that casts new light on just about everything, including the topic I’d planned to tackle today.

No business wants to act or appear opportunistic right now. That goes without saying. But the truth is that marketers, brands, and creators of all kinds can make a positive difference. Being legitimately and authentically helpful in a moment like this can have a lasting impact.

With personal interactions and physical proximity being minimized, people will turn to the web more than ever for trusted sources of information and meaningful content experiences. It’s worth thinking about what role you and your brand can play.

The Show Must

Read more

Hidden Content Image

“Look, marketers. Everywhere the light touches is content beloved by customers.”

“But what about that shadowy place over there?”

“That’s our unseen content. We worked hard to create it, but nobody ever visits it.”

“That’s really depressing.”

“That’s life.”

Okay, sorry to bring the room down. And I’m also sorry to say that it gets worse. A recent study found that 69% of all web content is not seen by consumers.

Hidden Content Image
The remaining 31% is our kingdom.

Fortunately, there are many ways to create content that beats the odds. For example, you can co-create with influencers, or experiment with interactive content that inspires social media sharing. But what about the content you have already created? The really good stuff that never caught on with an audience?

With the right search engine optimization, you can shine a light on that content and help it earn organic traffic. Here’s how we Read more