Best Of B2BrandWater
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What Not To Write About: 4 Content Marketing Traps To Avoid
9/18/2020
It will only take 2-3 minutes to read this article. But a much larger time investment is required to take a close, critical look at an existing content library and plans for new content creation to evaluate whether content falls into these traps.
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Who Is Your Marketing Campaign Serving?
8/20/2020
Your buyers purchase what they need to purchase when they need to purchase it (not when you decide to run a campaign). So why do B2B marketers structure almost everything they do around campaigns.
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What Should We Write About? Advice For Choosing The Best Content Marketing Topics
8/20/2020
Determining what to write about is one of the biggest challenges for content marketers. Here's how to pick the topics that will truly drive engagement with your target buyers.
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How To Make The Most Of Lockdown
4/22/2020
Albert Einstein once said, “Life is like riding a bicycle. To keep your balance, you must keep moving.” In conversation with many vendors in the water and wastewater markets over the last few weeks, it’s evident that many are struggling to know how to keep pedaling during this unprecedented time.
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Homebound Water Industry Adapts To Travel-Less Reality
3/17/2020
Research conducted in 2018 by the Center for Exhibition Industry Research indicated that companies who participate in industry events allocate nearly 40 percent of their marketing budget to exhibitions and industry shows, almost five times more than the 8% spent on online marketing.
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The Risk Of Confusing Thought Leadership With Selling
3/11/2020
B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).
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Adding Context To Content Marketing
2/28/2020
By now, especially if you are reading this post, you’re aware of what content marketing is. For those of you still unsure, here’s a definition from Wikipedia:
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The Fallacy Of Social Media Following
2/28/2020
In today’s world of information-overload, are you struggling to engage customers and prospects with your marketing? Are the click-rates of your emails falling as thousands of rival emails flood your clients’ inboxes? Do you find yourself trying to justify your social media activity by number of likes but struggle to link them to any commercially-advancing behavior?
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Marketing Attribution In The Water And Wastewater Market
2/18/2020
One of the reasons Marketing gets such a brush off in the water and wastewater market is that unlike Sales, it has always been difficult to measure Marketing’s return on investment. Measuring sales is easy. It doesn’t matter what happens out in the field, at the end of the day, you measure your Sales reps on how many units they sell. They might be hard to manage but their output is simple to measure.
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Do You Have A Chief Content Officer Yet?
2/5/2020
Do you have a Chief Content Officer in your equipment manufacturing company? I’ve yet to find one in the water and wastewater industry. There are many examples in more B2C enterprises such as Goldman Sachs, HP or Uber. As consumers turn to online search and phone apps more frequently to understand issues and identify solutions, companies are finding they need to take a more strategic approach to generating the types of reader-facing content that will guarantee them a fair share of online interest.