THE MARSDEN MARKETING BLOG

How to Create Content that Editors Will Publish

Posted by Stephanie Zercher

Tue, Dec 27, 2016 @ 09:07 AM

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In our last PR-focused blog, we talked about why news releases aren’t necessarily going to get the job done for your business these days, and how you can begin to open conversations with journalists and influencers instead. This time around, we’re going to talk about the next step: contributing content that editors will publish and audiences (including prospects) will take notice of.

In this day of reduced editorial staffs and the unlimited capacity of the web, trade publications and online industry sites are as hungry for content as those who do inbound marketing. You don’t always have to “pay to play,” and you’re not limited to self-publishing on your website. Instead, if you write and submit content that meets a publication’s needs, and do it thoughtfully and well. This is a particularly effective tactic for small and mid-size B2B companies that want a specific, targeted audience to get to know them.

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How Being Content Agnostic Can Drive Your B2B Marketing Efforts

Posted by Jeffrey Willis

Tue, Dec 06, 2016 @ 01:00 PM

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As Marsden Marketing’s only ordained minister (it’s amazing what you can do on the Internet nowadays), I’m here to tell you that agnostic is the only way to go. Of course, I’m talking about your organization’s content.

As marketers, we all know that we need a certain amount of content to attract, educate and move leads through the sales funnel. In fact, according to the Content Marketing Institute’s latest report, 89% of B2B marketers use some form of content marketing to drive profitable action from leads or customers.

The same report also found that marketers believe their content marketing programs are continuing to improve each year, citing higher quality content and more strategic development of that content being the primary drivers of performance. That said, 71% of those surveyed said their content marketing programs are still in the early stages.

So this begs the question, how do you create high-quality, strategic content that resonates? What is that silver bullet?

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Now is the Time for B2B Vlogging: A 7-Step How-to Guide

Posted by David Doughty

Thu, Oct 27, 2016 @ 09:23 AM

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96% of B2B organizations are engaged in video content marketing. This means that everyone is now aware of video marketing and is attempting to engage with it at some level. The problem is that many companies have limited in-house experience, which leads to a fear of creating original content that won’t look professional or will take too much time to produce. 

Lucky for you, this post will solve that problem. We’ll look at a practical way to get your vlog up and running for minimal upfront costs, and show how to do it without years of video production experience under your belt. If you haven’t already defined your purpose or target audience for your vlog content, make sure to read “How to Begin Creating High-Quality B2B Marketing Videos. This will give you a strong foundation and more productive video experience.

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Introducing the Marsden Vlog! (+ 12 Email Marketing Tips)

Posted by Lauren DeRamus

Thu, Oct 20, 2016 @ 09:15 AM

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If you're an avid reader of our blog, you may have caught some of our recent posts about getting your video program off the ground (and if you didn't, check them out now!) Why the focus on video marketing? Like most savvy B2B marketers, we know that video content consumption is on the rise. In fact, YouTube reports mobile video content consumption alone increases 100% every year.

This week, we're bringing your our very first team vlog (video blog)! Not only will this video give you a chance to get to know the Marsden Marketing team, but we'll also share our best tips for optimizing your marketing emails. 

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How to Begin Creating High Quality B2B Marketing Videos

Posted by David Doughty

Thu, Sep 15, 2016 @ 10:00 AM

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B2B video marketing has become a channel of communication that can’t be ignored anymore. The 2016 B2B marketing trends report said that videos have an effectiveness rating of 62%, which was more than e-newsletters and blogs. This means that videos are more likely to generate engagement and possible leads than text campaigns.

If that’s not convincing, check out “How to Get Your B2B Video Content Program Started.” The general overview and statistics should remove any other doubts.

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How to Get Your B2B Video Content Program Started

Posted by Lauren DeRamus

Fri, Aug 05, 2016 @ 09:30 AM

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“The “play” button is the most compelling action on the web.” – Convince & Convert

Thanks to visual media sharing sites, like Vine, Instagram, Vimeo, YouTube, Facebook Live and Periscope, video blogging (vlogging) is at an all-time high. Millennials across the globe are now building multi-million dollar businesses from the comfort of their bedrooms. B2C companies are expanding from oversaturated product ads to 30-second tutorials, and engaging with their audiences in a fresh, and more personal way. But is this just a B2C sport, or is there room for B2Bs in the vlog game?

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101 Ways to Find Inspiration for Your B2B Content

Posted by Jeffrey Willis

Thu, Jul 28, 2016 @ 09:27 AM

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"In writing, there is first a creating stage -- a time you look for ideas, you explore, you cast around for what you want to say. Like the first phase of building, this creating stage is full of possibilities."  - Ralph Waldo Emerson 

Well that sums it pretty well. What more is there to say, really?

As content creators we have all hit that wall. I believe the cosmopolitan call it “writer’s block,” but I prefer what, I assume, were the immortal words of The Incredible Hulk, “Thinking, writing hard.”

So, how do you fill that blank page when your mind is just as blank? Here are 101 inspirational sources and tactics that you may not have thought of to get your creative juices flowing, and help create the perfect piece of content for your business.

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5 Ways to Integrate SlideShare into Your Content Strategy

Posted by Charlotte Cook

Tue, Jul 12, 2016 @ 02:15 PM

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Effective, eye-catching content is essential to any marketing strategy. In fact, 73% of content creators plan to prioritize crafting more engaging content for 2016, and 55% plan to prioritize creating visual content (Content Marketing Institute). One of the biggest challenges when it comes to creating content is presenting it in an easily digestible way. Your reader’s time is valuable, which is why SlideShare is a great place to repurpose your content in a condensed, visual way for your readers who don’t have time to read a long report, eBook, or white paper. In fact, researchers found visual content is more memorable and increases people’s willingness to read the piece.

Check out our latest SlideShare to learn how to integrate SlideShare into your content marketing strategy and boost your B2B marketing efforts. 

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B2B Content Marketing in the Age of Netflix & Binge Watching

Posted by Christina Simms

Wed, Jul 06, 2016 @ 10:55 AM

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In the age of Netflix, Hulu, and Apple TVs, the way we watch movies and shows has significantly changed. In fact, the way we consume just about all of the content in our lives has changed. But binge-watching is an especially notable method of content consumption that says a lot about the shift that has occurred in how consumers can access, choose, and enjoy digital media. It’s also a shift that B2Bs should take note of for their own content marketing strategy. Don’t believe me? Turns out 94% of all B2B buyers conduct online research as a part of their decision making, and 90% of online buyers say content has an effect on their end decision. 

My guess is most of us are guilty of binge-watching digital content in one way or another, from TV shows, to YouTube videos, or BuzzFeed articles. I have no shame in admitting that I do this all the time (okay, maybe a little shame). However, last year, I went down a particularly dark rabbit hole with a Netflix original called Bloodline. After recovering from my 6-hour binge, I started to think about how Netflix got its hooks into me to the point that I ended up glued to a screen until 2AM on a Tuesday night, and how B2B companies can learn from them. Let me break it down.

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5 Reasons to Include Guest Posting In Your Content Strategy

Posted by Shannon Henrici

Tue, Apr 19, 2016 @ 09:00 AM

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Guess what? Guest posting is not dead. In fact, it has enough life left in it to spur some controversy in the digital marketing world. Matt Cutts of Google, for example, declared, “So stick a fork in it: guest posting is done; it’s just gotten too spammy.” While Matt is certainly an authority in the SEO space, I believe that guest blogging isn’t quite gone for good. Instead, it has evolved into a part of modern content marketing strategy and the premise behind it remains the same - to reach new audiences by authoring relevant content that is published on a website other than your own. While guest posting in mass quantities with poor quality content is a practice that should be dead, that was not the original intent behind guest posting. If you are a purist, like myself, the focus is (and always should be) on putting out great content that is relevant and interesting to the audience you are trying to reach, so they are inspired to read, follow, and even share your work. 

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