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Content strategy Archives - IntegratedB2B
Opinions, best practices and research into B2B marketing strategy and practices

Build a great B2B corporate website: a model for aligning strategy with content (part 2)

This second article of a two-part series discusses two of the four strategic pillars of building a B2B corporate website. In the first article, we looked at Strategy and Value Proposition. This time, we look at Brand and Offerings. Continue reading

Build a great B2B corporate website: a model for aligning strategy with content (part 1)

Align your website and company strategy

How often do your colleagues complain about your company’s website? Like many website managers of B2B companies, you’ve probably had conversations with people who are reluctant to use it in their daily business. It could be that it doesn’t truly reflect the company today. Or maybe the content doesn’t support the negotiations salespeople have with customers and the conversations Executive Management have with key stakeholders.

But that’s not how it’s meant to be. At the very least, the website needs to support the business; at best, it should drive business opportunities. So how can you achieve that?

As with any marketing or communications initiative, website planning involves some level of strategic planning. But rather than being an academic exercise, it must be a targeted, pragmatic approach that aligns your online presence with the company’s strategy, brand, offerings and value propositions – what I’ll call the four strategic pillars of the B2B company website.

Long before even beginning to consider a website structure and content, these four strategic pillars need to be defined and documented. Don’t leave a strategic stone unturned until you’re sure. Not only will you save time creating and building your website, but you’ll be confident that you’re making good decisions about architecture, design, usability and content. Indeed, this strategic planning will be the foundation for the website’s success.

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The Big Bang Theory of B2B marketing

Standing in the center of the B2B marketing universe, you can be forgiven for having the distinct feeling that the job of the B2B marketer, already large and complex enough, is expanding at an alarming rate. Core skills and disciples, once easy enough to grasp and maintain, are moving further away from you at an accelerating rate, on their way, like the distant galaxies in Stephen Hawking’s famous Big Bang theory, to one day disappear completely from sight. Continue reading

The beginner’s guide to SMS marketing for B2B

sms-marketing

SMS marketing is a great way to reach out to potential and current customers as well as employees. With a 98% open rate, it’s no wonder text messaging is the most popular form of communication today. Use SMS to send out promotions, alerts, reminders, and so much more!

Four reasons SMS is perfect for your B2B marketing:

●     75% of phones worldwide (4.5 billion) are text-enabled

●     The average millennial sends an average of 67 text messages per day

●     One in five consumers is just as likely to prefer a text message from a business to a phone call

●     Over 80% of people use text messaging for business

To take the first steps into SMS marketing, check out this infographic by Trumpia. Continue reading

Four Ways SMS and Marketing Automation Nurtures and Qualifies B2B Leads

Marketing automation is a time-saving action, and nurturing leads is a smart business practice. It stands to reason that both efforts can work together to create a dynamic, effective result. Now, that may sound simple, but it’s actually a strategic initiative that leads to qualified sales leads, which turns into greater sales revenue.

The challenge is how to properly lay out and execute a plan of action that is productive, manageable and measurable. It’s smart for B2B decision makers to employ email marketing into these campaigns, but that isn’t enough to really get the most out of your efforts. A key to successfully nurturing and qualifying leads is text messaging.

Used together, SMS and marketing automation empower your B2B company to reach your targets with a specific, enticing message. Here are four ways SMS and marketing automation nurtures and qualifies B2B leads. Continue reading

4 ways Danish companies can nail B2B marketing in English

It’s not that hard to write a blog post, a Tweet or an article, right?

All you have to do is think about what you want to say, structure it, then start tapping away at the keyboard. At least, that’s pretty much true if you’re a good writer and English is your native language!

Our Danish-based B2B clients, on the other hand, have an added challenge in comparison with competitors from English-speaking regions: producing high-quality English texts when English is their second (or even third) language.

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Get in the Habit of Consistently Creating Content With These 7 Steps

Habits don’t form overnight — especially the good ones. Just think about how long it took you to start flossing your teeth every day (and chances are you’re not all the way there yet). For the average person, it takes about 66 days for a behavior to become habitual, and even then, that’s doing it daily.

You can imagine how difficult it can be to get in the habit of creating content. Yet the benefits of doing so are numerous. Companies that blog at least 11 times a month get almost three times the traffic as those that blog only once a month. Content also contributes to three times more leads than online advertising.

If that isn’t enough motivation to pick up a content habit, I don’t know what is. Here are seven steps to jumpstart your efforts: Continue reading

The price of poor language

Are you confusing your customers with second-rate English? For example, did your company recently win a price? Are your people competent, and (by implication) not skilled? Are your writers to your webpage loosing you credibility with spelling misstakes, joiningwordstogether and split ting others, or not using all the write words – making the text that little bit to hard too read?

We all make mistakes sometimes. Especially if we’re writing in a second language. But if your organization has put blood, sweat and tears into creating an innovative product or service that stands head and shoulders above anything else on the market, doesn’t it deserve high-quality promotion? Shouldn’t messaging about what you stand for and what you offer be communicated clearly and professionally? Continue reading

Inspire customer creativity with innovative case stories

B2B customer case stories follow a fairly simple format of explaining how a product or service solved a specific customer pain. But they don’t necessarily communicate that a company is innovative, or encourage customers to innovate with them. Yet there are good reasons why a repertoire of innovation-focused stories can draw in new customers or stimulate new ideas among existing ones. So why not use them to inspire innovation?

Showcasing novelty

Today’s markets are increasingly demanding evolution, not just adequate performance. And employees are being encouraged to seek out opportunities for incremental or radical innovation. In response, businesses could take the opportunity to highlight case stories about creativity involving their products or services. Continue reading