19
Oct

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

October 19, 2017
by: in B2B , Content marketing , Lead generation , Video marketing No comments  

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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12
Jul

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

July 12, 2017
by: in B2B , Marketing strategy , Content marketing No comments  

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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21
Apr

3 newsroom lessons to improve your sales story

April 21, 2017
by: in B2B , Content marketing No comments  

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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16
Mar

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

March 16, 2017
by: in B2B , Content marketing , Lead generation No comments  

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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17
Jan

Robo-content: What humans face in a world run by machines

January 17, 2017
by: in B2B , Content marketing No comments  

Robo-content: What humans face in a world run by machines

Reputation Ink’s exclusive interview with Carmen Simon, Ph.D. of Memzy

 

They help us find love online, arrive at our destinations without asking strangers, self-diagnose medical symptoms and find the next round of Netflix shows to binge-watch. They are algorithms.

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06
Jan

What is influencer marketing? (And why B2B companies should care)

January 6, 2017
by: in B2B , Marketing strategy , Content marketing No comments  

Reputation Ink’s exclusive interview with Promise Phelon of TapInfluence

What is influencer marketing? (And why B2B companies should care)

Consumers today are smart.

Yes, regardless of what many YouTube “fail” videos may imply about the intelligence of the human race, people are in fact pretty savvy — and they’re not easily swayed by old-school marketing tactics. In fact, research shows consumers value customer reviews and peer recommendations over traditional advertising more than ever. Why? Because they value authenticity.

But can brands be authentic? Sure. There are plenty of good examples of this, but influencers can provide a human extension of your brand. They can connect your business to customers in a unique way.

Enter: influencer marketing.

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16
Dec

B2B and video: A match made in ROI heaven

December 16, 2016
by: in B2B , Marketing strategy , Content marketing , Video marketing No comments  

Reputation Ink’s exclusive interview with Ed Heil of StoryTeller Media + CommunicationsB2B and video: A match made in ROI heaven

Content may be king, but video has taken the crown for queen.

Don’t believe me? Casually scroll through your Facebook feed. Check out a competitor’s website. Sign up to receive INKsights email newsletters from your favorite agency.

In November, the Rep Ink team dug out our gloves and scarves and headed to Boston for HubSpot’s INBOUND conference. There, our team interviewed Ed Heil, Owner of StoryTeller Media + Communications. We wanted to learn from Ed why B2B companies should be using video, and how to do so effectively and strategically.

When it comes to marketing, B2B companies don’t have the luxury of playing to impulse and low-commitment buys like B2Cs can. What do you do if you aren’t selling cookies, but rather production equipment to cookie manufacturers?

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15
Nov

#INBOUND16: Top Takeaways from HubSpot’s INBOUND 2016 Conference

November 15, 2016
by: in B2B , Content marketing Comment (1)  

#INBOUND16: Top Takeaways from HubSpot’s INBOUND 2016 Conference

It was a whirlwind of a week for the Reputation Ink team, and no, unlike everyone on your Facebook feed, we’re not talking about the election. (You’re going to get enough of that at Thanksgiving, anyway.)

We’re here to talk about #INBOUND16, folks.
Our team spent last week in Boston for the annual conference hosted by HubSpot, and we picked up A LOT of good stuff along the way, from inspiring content strategy tips to buttery lobster rolls. Here are some of the key takeaways that got us thinking (and tweeting).

 
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24
Oct

#INBOUND16: Tips for Newbies

October 24, 2016
by: in B2B , Content marketing No comments  

#INBOUND16 Tips for Newbies, Repution Ink

How to survive HubSpot’s annual conference if you’ve never been

 

This year’s HubSpot INBOUND conference kicks off on a day we cannot wait to get here (and will hopefully survive), Election Day (aka “Uncle Sam’s Rock-bottom Yankee Doodle Suicide Pact 2016”). I’m so looking forward to focusing on something other than this painful election season, especially when free drinks are involved.

tips for HubSpot's annual conference

Source: Esquire

Back by popular demand, here are some tips for you first-timers at HubSpot’s annual geek out. And even if you have attended before, hopefully you’ll find a nugget or two that makes this post worth the read.

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13
Oct

Sales Stories 101: Crafting an effective narrative

October 13, 2016
by: in B2B , Content marketing Comment (1)  

Sales Stories 101: Crafting an effective narrative

When was the last time you told a good story? What about a good sales story? A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat.

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