Stand-up comedians need to make a connection with their audience. It starts with getting attention, then stoking interest, developing a rapport, and ultimately provoking a reaction. 

To do it right, you need empathy, knowledge of your audience, creativity…oh, and a spark that makes you unique.

B2B marketers: Does any of the above sound familiar? I’ve been a professional marketer and an amateur comedian for over a decade, and it’s surprising how much the two inform each other. 

Here are just a few lessons that B2B marketers can learn from standup.

Keep It Real

In the early 19th century, standup comedy depended on wordplay and absurdism. For example: “Take my wife…please!” or “The other night I shot an elephant in my pajamas… how he got into my pajamas, I’ll never know.” 

As the art form of standup has evolved, however, personal observations with a unique point of view (more on that Read more

B2B Community of Influence with Content
One of the most compelling scenarios for B2B marketers to build content and community is through a combination user generated content (UGC) and strategic content collaborations. To do this, many B2B brands will initiate ongoing social media content and engagement programs to stimulate dialog with customers, community and influencers to build essential relationships.

With B2B marketing shifting to digital first, there is more demand for content than ever, but there are also resource challenges with the need to continuously create new content. At the same time traditional social media and content marketing can have trust issues if the brand isn’t engaging with the community or the right influencers on a regular basis. A content marketing focused solution that solves for both of those challenges that also helps build community and influence for B2B brands can be found through participation marketing – aka, user generated content in the form of content … Read more

Content Marketing Optimization Audits

SEO and content marketing intersect in more ways than optimizing web pages with keywords.

Answering the question, “How does SEO and content marketing strategy interact?” starts with understanding customers, behaviors and preferences for information discovery, consumption and sharing. Knowing what customers care about and how those concerns and interests manifest as search keywords and social topics folds very well into the keyword research practiced by professional SEOs.

Keyword Glossaries and Editorial Plans can be valuable tools for marketers to aid in creating relevant content that is inherently optimized for customers and target audiences alike. Specific keyword optimization is appropriate as well, but the end content product becomes much easier to find, consume and share if an understanding of customer questions is translated into topics and keywords from the start. This is the core of how brands can become the best answer for what customers are looking for.

The role of … Read more

Co-create B2B Content

“Look, I made this!”

Sharing things we create is a human compulsion that traces back to childhood. Whether you’re showing your mom a drawing so she can pin it up on the fridge, or linking social media followers to your latest blog post, it’s natural for people of all ages to proudly broadcast their creative output.

Therein lies the power of co-creation for content amplification. “If you want your content reach to be great, ask your community to participate.”

Let’s explore this approach to content collaboration from a B2B marketing perspective.

Why Co-create Content for B2B Marketing?

There are many benefits to collaborative content creation. TopRank Marketing CEO Lee Odden covered several in his writeup last year on winning at B2B influence with the magic of content co-creation. Among them:

  • Incorporating the first-hand viewpoints of experts infuses greater authority and credibility to your content.
  • Featuring various outside voices makes
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influence search optimization

According to the annual Global Digital Overview Report from We Are Social and Hootsuite, 81% of internet users search online for a product or service to buy and 74% have purchased online. Without question, digital engagement and commerce is the new normal and is as relevant for B2B companies as it has been for B2C.

During the pandemic, search engines have become even more important as B2B brands and buyers alike digital transform to virtual engagement for information discovery, consumption and interaction. As a result, many companies have invested more in search engine optimization in order to capture the fast-growing opportunities to be the best answer for customers at the moment of need – when actively searching for solutions.

Best practices for SEO abound on the web including this list from SEMrush:

  1. Find Your Competitors’ Best Performing Pages
  2. Inform Your Content Strategy Using A Keyword Gap Analysis
  3. Use Digital
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