Hello there!
Many of you are experiencing some of the hottest weather on record. We hope you’re managing to stay cool and safe.
This week, we’ve been focused on relationships. Specifically, the ones we try to build with members of our target audience so that they become delighted and loyal customers.
Too often, content marketing becomes thinly veiled sales material with clickbait headlines and too-good-to-be-true offers that lure readers in with a promise of value that’s never fulfilled.
Or, the content is relevant and helpful, but it’s a one-off. When the reader comes back looking for more, they’re left hanging.
Unsurprisingly, readers feel disappointed—or downright deceived—and steer clear of that company’s content in future.
In this week’s blog, we offer some tips on avoiding these situations by publishing content that leads to a productive relationship. We discuss writer’s intent—the art of knowing who you’re writing for and what value you’re delivering to them—and the practice of publishing authentic content on a regular schedule.
Elsewhere on the web, we’ve found some helpful pieces on the top influencers in content marketing, how chatbots and virtual assistants are playing an increasing role in B2B content marketing, uncovering your real competitors, using comedy to drive brand awareness, and understanding and working with Domain Authority.
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~ Team MessageUp
Our Latest Posts on the Framework Blog
July 20, 2022 - Is Your B2B Content a One Night Stand or the Start or Forever?
July 13, 2022 - Brand Guidelines - Key to Successful B2B Content Marketing
What We’ve Been Reading
Here are some articles we’ve been reading this week that you might enjoy and find helpful:
Semrush's Top 100 Influencers in Content Marketing
In need of something to read or listen to about content marketing? Here's a hearty list of the best content about content, served up by Semrush. Not all 100 are relevant for B2B but there's plenty here to you brimming with inspiration and motivation.
5 Key Findings For B2B Marketers: Conversation Automation, Personalization, And AI
This piece by Jessie Johnson at Forrester, published by Forbes, reports how conversational agents (chatbots and VAs) are playing an increasingly important role in B2B marketing. Although clearly a "big company tool", smaller B2B businesses should take note and plan to introduce this technology as soon as it fits their situation and budget.
3 Steps to Uncover Your Real Competitors (Hint - They Might Not Be Who You Think)
This post from Scott Galloway's Section 4 blog isn't specific to B2B but highlights some helpful tips shared by product positioning expert, April Dunford. As he points out, identifying competitive alternatives is one important step toward standing out in a crowded market.
How to Use Comedy To Drive Brand Awareness
As Collin Stewart of Predictable Revenue points out in this helpful piece, comedy isn’t common in B2B content marketing. Some B2B products and services are intangible and hard to market with comedy, but it’s not impossible. Every product solves a problem, and there’s a potential for comedy in every problem.
What Is Domain Authority? And How Should Marketers Use It in 2022?
If getting found via search is important to your business (which it almost always will be) then understanding and working with Domain Authority is important for you. This comprehensive guide by Adam Barber at Brafton is a great place to start.
Until Next Time
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