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3 easy B2B marketing videos you can create right now (and how to create them)

November 16, 2017

3 easy B2B marketing videos you can create right now (and how to create them)

You’ve heard thought leaders telling you to create more online video.

You’re reading about the importance of video marketing on industry blogs (guilty as charged).

You’re seeing your competitors produce video content, and maybe you’re getting pressure from higher-ups at your company to do the same.

Here’s the thing: If you wait to feel 100% prepared before starting something, you’ll never accomplish anything. (Click to tweet!) It’s time to stop putting it off.

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Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

November 10, 2017

Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

By far, the number-one challenge we hear from prospects and clients when it comes to content marketing is finding the time to do it. Producing content is time consuming.

Behind every blog post, white paper, e-book, case study, infographic and video are countless hours of research, interviewing, organizing, writing and editing for accuracy, word choice, clarity, voice and flow.

At the same time, many in complex B2B industries (like law, manufacturing, technology, architecture, engineering and construction) believe that their businesses are too complex and niche for non-technical professionals (such as writers) to grasp and translate into compelling, digestible content.

“We have to do it ourselves” is something I’ve heard time and time again.

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User-generated content marketing: How your employees can contribute video with their smartphone

November 2, 2017

EMPLOYEE-GENERATED VIDEO

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one you have with you.

So why should you care about employee-generated video content? Glad you asked.

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4 types of video B2B companies should be using in their marketing

October 19, 2017

4 types of video for B2B marketing

It’s likely your B2B company is already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.

Strategically produced videos can:

  • Educate your audience
  • Showcase your successes
  • Differentiate your brand
  • Drive viewers to action

But what kinds of video should you focus on? Let’s examine four types of video you should start leveraging to grow your business.

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7 steps to developing a law firm content marketing strategy

September 27, 2017

s to developing a law firm content marketing strategy

I recently attended the Legal Marketing Association’s Southeastern Conference in Charlotte, North Carolina, and was excited to attend a panel on content marketing. In the session, the presenters asked the room of attendees to raise their hands if they had a documented content marketing strategy. Very few hands were raised.

Greentarget’s 2017 State of Digital & Content Marketing Survey reinforced this. According to the survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say they have a documented content strategy.

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Thought leadership vs. lead generation: Why legal blogging needs a strategic update

September 22, 2017

Thought leadership vs. lead generation: Why legal blogging needs a strategic update

At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.

How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.

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Content marketers: 7 ways to improve your subject-matter-expert interviews

July 12, 2017

Content marketers: 7 ways to improve your subject-matter-expert interviews

Get the information you need to create persuasive, insightful content by conducting better interviews

I’ll let you in on a little-known secret that sets great content marketers apart from the good ones. It’s not the writing. It’s not video production skills. It’s not even research.

Don’t get me wrong — those are important. But the real secret sauce? Conducting great interviews.

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3 newsroom lessons to improve your sales story

April 21, 2017

3 newsroom lessons to improve your sales story

Humans are natural storytellers and we gravitate to stories — whether around a campfire, the office water cooler or on Netflix. The world of sales is no different.

A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat. That’s why sales stories are so important.

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A Q&A with Cosential: The CRM made especially for AEC

March 30, 2017

 A Q&A with Cosential: The CRM made especially for AEC

Our team recently had the pleasure of mingling with movers and shakers in the architecture, engineering and construction (AEC) industry at the SMPS SunBuilt conference, an annual regional event for AEC marketing and business development professionals.

One of those people was Bobby Hollis, VP of Marketing for Cosential, a CRM and proposal tool for AEC firms. We wanted to pick Bobby’s brain about what the industry-specific CRM means for AEC lead-generation efforts. Luckily, he agreed (without us pinning him down).

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How to get the most bang for your content buck [infographic]

March 16, 2017

When you put blood, sweat and tears (ok, maybe just a lot of strategy, hours and money) into a top-quality piece of thought-leadership content, it deserves a longer shelf life than one round of LinkedIn promotion and a slot in your website “resources” section. Whether you’re an architecture, engineering or construction (AEC) firm or a law firm, long-form content offers like e-books can cost thousands of precious marketing dollars to produce and design, so you need to squeeze out every lead-generation opportunity you can. Top companies know that repurposing content is the smart thing to do — here’s how:

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