Lee Odden and more than a dozen industry experts share their insights on how B2B marketers can break free of boring content, plus we look at trust in marketing, a successful integrated content program, and more.
Want to Make B2B Content Great? Then You Must Integrate!
CEO, TopRank Marketing
The expression “great content” should mean that relevant, useful, and even inspiring information connects with the intended reader. But as B2B marketers know all too well, even when business content fires on all cylinders, it falls flat if few people see it.
That’s why content promotion—from organic social to PR to SEO—must go hand-in-hand with content creation. But we all know that in practice, content promotion is often an afterthought.
Promotion shouldn’t be a special use case—it should be a standard B2B marketing practice, and it should be integrated into the content planning process.
Speaking of process, I’ve put together a high-level checklist that can serve as a reference point as you review or build you integrated content mix to ensure key promotional tactics are baked into your strategy from the beginning.
Less Transaction, More Interaction: Integrated Content Marketing Approach Boosts Engagement by 116% for SAP App Center
SAP App Center is a marketplace designed to help SAP customers discover trusted partner applications for enhancing their existing technology and solutions.
Given the site’s purpose, it makes sense that most of SAP App Center’s content was transactional. But the SAP App Center team knew they needed to reach customers and prospects at multiple stages of the funnel. And they turned to TopRank Marketing for help.
Learn how our team developed an integrated content marketing approach to drive awareness and engagement. Get the full scoop.
The TopRank Marketing Team In the News
What’s Trending: Emotional Connections in B2B Marketing
What was your favorite Super Bowl commercial? Answers are sure to vary, but there’s a good chance your pick made some type of emotional impact on you.
Watch TopRank Marketing’s Latest Weekly Digital Marketing News Video.
TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the “best answer” for their customers.