2017 may have been dubbed the "year of video marketing," but video has yet to reach its full potential. In 2018 and beyond, B2B marketers are and will be taking greater steps to deliver authentic and just downright cool video content that engages buyers on a human level.
This special report will dive into new trends in video and share how B2B companies are humanizing their brands by creating unique video experiences for customers, prospects and even general audiences, including:
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I just returned to New Jersey after spending three days in Toronto with Uberflip and more than 700 content marketers at the company’s annual Conex event. I’m a big fan of the event, because I am a big fan of content marketing, content creation and everything in-between. So, you can understand my excitement to attend every year and learn from some of the brightest minds in the industry.
This year, that included speakers such as:
The event packed so many great presentations spanning over three days. While I already covered an extensive recap of the event here — highlighting many thought-provoking insights into content marketing and the content experience that marketers can deploy in their organizations almost immediately — I still have so many great quotes and tidbits from the event that deserve a bit of a spotlight.
With that said, I’ve rounded up some of my favorites here in hopes that they will spark a conversation among you and your colleagues.
“There is nothing worse than homeless content. It’s your PDF on SlideShare; it’s your video on YouTube; it’s your infographic, sad and lonely on your blog. Give your content a home and make it feel like it has a place to live.”
-Ann Handley, Chief Content Officer, MarketingProfs
“Content organization is hot. It’s foundational to creating truly personalized content experiences. Use a content experience platform so you can scale it and not slave over spreadsheets.”
-Anna Hrach, Strategist, Convince & Convert
“There’s one step in between homeless content and where we are now — that’s when we are generating content after content. It’s like we’re standing on a street corner, saying, ‘Please, sir, will you read some more.’”
-Tamsen Webster, Founder and Chief Message Strategist, The Red Thread
“Content is the ‘’location, location, location’ of the 20th century.”
-Carlos Abler, Content Marketing Strategy, 3M
“The reason why people give you their money is the same reason they gave me money as a pool guy, it’s because they feel something about you that they didn’t feel about others. Trust allows someone to give you their money.”
-Marcus Sheridan, Owner, Professional Speaker, Author, Marcus Sheridan International Inc.
“Marketing and sales goes on all the dates. They get vetted by the entire organization and then they hand it over to Bob to deliver the experience.”
-Joey Coleman, Chief Experience Composer, Design Symphony
“Social video should not be mistaken for TV. Television doesn’t let you interact with your audience; Facebook does.”
-Caitlin Angeloff, Global Head of Social Media Strategy & Operations, DocuSign
“When you hire a marketer, what is their on-boarding process? When you have them start, make sure they understand the importance of execution. Teach the process on day one, instill the values up front and build a culture of ‘get it done.’”
-Corinne Sklar, CMO, Bluewolf Group
“If you want to be authentic, don’t tell people the theme of the story. Let them feel the message. It’s the same thing with your mission statement — make them feel the mission statement.”
-Matthew Luhn, Keynote Speaker and Former Pixar Animator
“Ignoring video is the avoided handshake of 2018.”
-Amy Landino, YouTuber, Speaker, Podcaster, Author and Marketing Consultant, Vlog Boss Studios
“Quit blaming the goldfish. Our audience is capable of paying attention as long as we grab and hold their attention.”
-Andrew Davis, Author of Brandscaping
For a long time, content marketing has been defined (or assumed) as simply “creating content,” but this mindset is destined for failure.
“Creating content is not enough,” said Randy Frisch, CMO of Uberflip, during his keynote presentation at the company’s annual Conex event in Toronto. “We have to focus on the content experience for the buyer journey. A content experience occurs wherever and whenever anyone encounters your content. It could be terrible or great. They occur at every stage of the funnel.”
In a quick-hitting conversation on the show floor at Conex 2018, taking place in Toronto, Canada August 21-22, Demand Gen Report’s Klaudia Tirico and Randy Frisch, CMO of Uberflip, discuss the three key things that make up a true and effective content experience. They also discuss the challenges limiting marketers’ abilities to create great content experiences, as well as what the “infinite scroll” can do to further enhance how buyers experience a brand.
B2B companies that focus on understanding how prospects and customers consume and interact with content are positioned to generate 8x more views and 7x higher conversions, according to a new Content Experience Report by Uberflip. The inaugural report, released at ConEx 2018, taking place in Toronto, Canada August 21-22, aims to shine a light on the current impact of content experiences on key B2B marketing metrics.
We’re coming down to the wire for GDPR compliance. I’m sure all our readers are quite familiar with it; especially those who tuned into Demand Gen Report’s livestream podcast about the topic. But judging by the number of emails I’m receiving asking me to re-opt-in to keep receiving their content, B2B marketing teams are starting to feel the pressure to get their current contact database compliant for the new regulations.
The word "campaign" is defined and used in many ways by B2B marketers, and sometimes the term can be confused with what are truly single assets or disjointed activities. This confusion and a lack of concentration on buyer needs are contributing to declining metrics and engagement with targeted audiences.
Calling all marketers: it’s time to abandon an outdated mindset around content marketing and embrace change. For the last ten years, we’ve been inundated with the term “content marketing.” While it seems to mean something different to everyone, we can all agree that when it comes to using content marketing to secure and engage leads, sometimes less is more.