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Why B2B Marketers Need Authentic Content Creators

Why B2B Marketers Need Authentic Content Creators

Influencer marketing has gotten big enough that disclosing ties between brands and influencers is a necessity, not an option. Although compliance is growing, there are many examples where it doesn’t happen. Content marketing requires real employee talent, not hired outsiders.

via eMarketer

Savvy B2B Marketers Create High Quality Content

Savvy B2B Marketers Create High Quality Content

Creating high quality content that is focused on the audience across all buyer’s journey stages is a major goal for B2B marketers in 2018. A refined program should include strategic, efficient and innovative content created by a dedicated team.

via eMarketer

How Savvy Marketers Measure Market Sentiment

How Marketers Measure Market Sentiment

Perception metrics measure the impact of exposure to a marketing message or other brand content. Perception is measured using indirect methods such as surveys, branded searches and social listening tools because it does not necessarily result in an action.

via Gartner

Fake Social Followers: Marketing Fraud Investigation

Fake Followers: Marketing Fraud Investigation

The New York attorney general, Eric T. Schneiderman, opened an investigation into a company that sold millions of fake followers on social media platforms, some of them copying real users’ personal information.

via The New York Times

How to Inspire Story-Driven B2B Marketing in 2018

How to Inspire Story-Driven B2B Marketing in 2018

Chief Marketing Officers (CMOs) have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking, and resist the urge to squander their budgets on trivial advertising or paid media. To compete, they must build teams of practitioners that are able to create content, not merely outsource work to agencies and contractors.

via Digital Polymath – David H Deans

Data in 2018: 3 Things B2B Marketers Should Know

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In 2018, B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers. Here are three things all B2B marketers should know about data in 2018.

via eMarketer

How to Select the Best Influencer for Your Business

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Influencer marketing is an increasingly popular component of social marketing, offering new sources of content and greater potential reach into desired audiences. “Choose influencers based on audience reach, brand relevance and their ability to resonate with followers for favorable outcomes,” says Jay Wilson, research director at Gartner.

via Gartner