This is Video No. 124 and blog post number 309.

Digital Marketing Intern London – Karla’s Vlog – Week 12 by Mike Pitt. This is the last of the series for now. Karla McDougall is a Digital Marketing Intern at Marketing Fundamentals Ltd. Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London. Mike Pitt is the Founder of Marketing Fundamentals Ltd. In Week 12 Episode 12 Karla gives her thoughts on her twelfth week at Marketing Fundamentals Ltd and talks about her highlight of the week.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Subscribe to our 
Follow us on LinkedIn:
Buy our book!
Follow Mike on Twitter:
Follow Karla on Twitter:

Thanks for reading and watching!

Best regards,

Marketing Fundamentals Team

This is blog post number 309.

The post Digital Marketing Intern London – Karla’s Vlog – Week 12 appeared first on Marketing Fundamentals.

1. Make doing business easy – Incorporate Social Media and instant messaging into your communications and have resources in place to respond quickly.

2. Influence Your Influencers – Develop a strong voice in key digital and live communities by creating client personas to determine and target influencers.

3. Offer Omnichannel – Assess client touch points and make adjustments where needed to provide a seamless omnichannel experience.

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247 or you can also email us via mail@marketingfundamentals.com

Thanks for reading!

Best regards,

Marketing Fundamentals Team.

Follow us on 

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This is blog post number 308.

The post The Changing Face of B2B Buyers Infographic appeared first on Marketing Fundamentals.

This is Video No. 123 and blog post number 307.

Digital Marketing Intern London – Karla’s Vlog – Week 11 by Mike Pitt. This is a new series. Karla McDougall is a Digital Marketing Intern at Marketing Fundamentals Ltd. Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London. Mike Pitt is the Founder of Marketing Fundamentals Ltd. In Week 11 Episode 11 Karla gives her thoughts on her eleventh week at Marketing Fundamentals Ltd and talks about her highlight of the week.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Subscribe to our 
Follow us on LinkedIn:
Buy our book!
Follow Mike on Twitter:
Follow Karla on Twitter:

Thanks for reading and watching!

Best regards,

Marketing Fundamentals Team

This is blog post number 307.

The post Digital Marketing Intern London – Karla’s Vlog – Week 11 appeared first on Marketing Fundamentals.

WHAT TO LOOK FOR WHEN HIRING A B2B CONTENT MARKETING AGENCY 

This is the text from the presentation.

As the digital landscape is continuously evolving, most brands are shifting their attention to content marketing.

Nowadays, many businesses are choosing content marketing agencies for increased VISIBILITY.

And, greater success in their entrepreneurial endeavours.

But, choosing the right agency can be tough.

What should you look for when hiring a B2B content marketing agency?

Here’s our advice for choosing an agency that’s right for your business.

And will help your business grow.

1. Track Record

Creating an effective content strategy isn’t easy.

An agency can help you formulate an innovative strategy that gives an extra edge to your firm.

But only if they have the right track record…

If you know where to look, uncovering an agency’s track record is SIMPLE.

First, you should look for whether the agency publishes valuable content CONSISTENTLY.

An active blog with valuable content is a sign of a company’s knowledge and expertise in their niche.

ESPECIALLY FOR content marketing agencies.

Whose area of expertise is content creation and distribution.

If they aren’t doing this themselves, what sort of message does that send?

Another important consideration is case studies.

CASE STUDIES demonstrate that an agency can identify a set of objectives, plan a strategy to achieve those aims, and produce results.

And that they’re not afraid to share their track record with you.

Therefore, active blogging and case studies are both good ways of determining a content agency’s track record.

Importantly, each also demonstrates that an agency is able to deliver projects EFFECTIVELY.

But these are not the only indicators of an agency’s success…

Social proof is also important.

2. Social Proof

‘Social Proof’: the concept that when an individual is apprehensive about a decision, he/she will look to others they trust to see if they’re doing it, and take that as evidence of the “correct” behaviour.

In other words, it’s the mentality that if other people are doing it, and I trust those people, that’s validation that I should also be doing it.

Desiring social proof is an absolutely natural human phenomenon.

Here’s how it applies to finding the right B2B content marketing agency.

An agency with a good track record will provide various forms of social proof for prospects to feel secure in their choice.

Typically, these include: likes or shares on social media, LinkedIn recommendations, and short written client testimonials.

A great agency? They should also publish video testimonials from clients.

SOCIAL PROOF shows you the right agency to help your business grow.

3. Specialist Knowledge

When choosing a B2B content marketing agency…

You should ask, does the agency have specialist knowledge?

If the answer is yes, this is a GREAT sign.

Here’s 3 reasons why specialisation is good.

1. It demonstrates that the agency has a passion for your sector and has focused on it intentionally.

2. They are likely to already have the team and infrastructure in place to meet your needs, and go beyond your expectations.

3. Specialist agencies can work with you collaboratively to achieve mutual goals.

4. Sound Methodology Delivering Results

B2B content marketing is not as simple as creating great content.

That content needs to be optimised, and distributed effectively.

Even if your content is terrific, it needs proper promotion.

The right B2B marketing agency will use social media and SEO effectively to promote your blog.

Sound easy?

Think again.

Optimising content requires a knowledge of: imagery creation, descriptive titles, meta descriptions, social media platform USPs, and long tail keywords.

And that’s not all.

Effective SEO and social media strategy tactics are changing all the time.

That’s where a B2B content marketing agency can help your business.

While we keep up-to-date with the marketplace, we let you focus on the important stuff.

A good agency will employ sound methodologies for delivering results.

Ultimately, generating leads and driving sales for your business to help it grow.

And that’s exactly what we do.

—

Thanks for viewing the Slidershare or reading the text above.

Best regards,

Mike Pitt

To set up a meeting with me, e-mail me or give us a call on 0044 (0) 845 2264 247.

Subscribe to 
Follow us on LinkedIn
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Follow Mike on Twitter



This is blog post number 305.

The post What to Look for When Hiring a B2B Content Marketing Agency (SlideShare) appeared first on Marketing Fundamentals.

This is Video No. 120 and blog post number 303.

This post may contain affiliate links please read our disclosure for more info.

Digital Marketing Intern London – Karla’s Vlog – Week 10 by Mike Pitt. This is a new series. Karla McDougall is a Digital Marketing Intern at Marketing Fundamentals Ltd. Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London. Mike Pitt is the Founder of Marketing Fundamentals Ltd.

Digital Marketing Intern

In Episode 10, Karla gives her thoughts on her tenth week at Marketing Fundamentals Ltd and talks about her highlight of the week.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Subscribe to our 
Follow us on LinkedIn:
Follow Mike on Twitter:

Thanks for reading and watching!

Best regards,

Marketing Fundamentals Team

Online courses:

How to TurboCharge Your Business with a Blog
Meet Edgar Social Media Management
TurboCharge Your Twitter Presence
Quora For Business

Webhosting Special Offer

This is blog post number 303.

The post Digital Marketing Intern London – Karla’s Vlog – Week 10 appeared first on Marketing Fundamentals.

This post may contain affiliate links please read our disclosure for more info.

Learning from what others are doing is a sound business strategy. To inspire you to refine your business’s  content marketing strategy, we’ve compiled three powerful B2B content marketing case studies which shed light on successful content tips. To ensure our own impartiality for this post we have not chosen any of our clients.

B2B Content Marketing Case Studies

Oracle Using SlideShare

Oracle, the world’s leading supplier of software for information management, puts SlideShare at the heart of its content marketing strategy. SlideShare is a slide hosting service used primarily by business professionals. The company was founded in 2006 and, after years of steady growth, was purchased by LinkedIn in 2012 for $118 million USD. You can read more about SlideShare and how it can help your business generate leads here.

Oracle makes effective use of this uniquely informative content driven platform by regularly sharing presentations, infographics, reports and videos for prospects to view, comment on, and share. Much of this content is repurposed from existing corporate PowerPoint presentations.

Content ranges from entire presentations that have been repurposed from PowerPoint to infographics which make use of existing graphs and charts. Amongst Oracle’s successful content is presentations like “Oracle Cloud: Strategy,” which outlines the product’s USPs. Far from being flashy; this simple and straightforward presentation has been viewed over 1200 times.

Oracle has published over 160 SlideShare presentations and over 100 videos to date. Those pieces of content that achieve high visibility find themselves featured in SlideShare’s “Technology” stream, which shares the company’s content with an even broader audience. With an estimated 58 million unique visitors to the site each month, SlideShare is a great platform for B2B businesses to demonstrate their expertise in their niche and increase their brand visibility with a primarily professional audience.

Lesson: Oracle’s strategy is effective because their content provides relevant information to B2B researchers about their products and services, which helps sway the buyer’s purchasing decisions and ultimately generate sales.

GE Using Pinterest

GE uses Pinterest, the social media platform which allows users to ‘pin’ visual images to virtual pinboards, to great effect. It does so by regularly sharing content with its followers relating to its corporate values, sources of inspiration, and history, among others.

These boards help differentiate GE from its competitors by revealing aspects of the company’s personality and giving it a desirable ‘human’ quality.  Boards like “Hey Girl,” which riff off of a popular feminist meme that originated on Tumblr, collate images of Thomas Edison with humorous scientific puns or pick-up lines. While lighthearted in nature, this board effectively reenforces GE’s commitment to women’s place within the science and tech industries by creating content specifically marketed at young female scientists.

GE’s content marketing strategy  on Pinterest is particularly powerful when one considers the platform’s active millennial user base. According to recent findings from Google, nearly half of all B2B researchers influencing deals of over $10, 000 USD or more are now millennials. By including light-hearted content into their content rota like the “Hey Girl” images, GE are able to cultivate positive brand associations amongst key influencers.

Lesson: Revealing a sense of your company’s personality and values through your content, like GE does so successfully, will help ensure that your target audience can meaningfully connect with your brand. This ultimately increases sales because it means that buyers will be helped further down your sales funnel by engaging with this content, rendering them more likely to choose your business over your competitors when they are next in the market for your product or services.

Therefore, a diversity of content is key. To outperform your competitors, it is not sufficient to relay messages that relate only to your core brand message. Although GE uses Pinterest as its primary platform to engage with influencers, not all B2B businesses need to be using this platform. This strategy can be implemented using more conventional platforms, such as Twitter and LinkedIn, if done effectively. If you want to read more about whether Pinterest is right for your business, you can read our relevant article here.

American Express and Open Forum

To extend its reach into the small business market, American Express launched Open Forum (OPEN) back in 2007. OPEN is an online initiative designed to assist small business owners grow their business by providing both insights and resources online. Useful blog content is created by a mix of in-house writing staff, users, and publishers like Mashable or Inc. Magazine; making it a hybrid of guest blogging and in-house editorial operation. Content covers a wide array of topics, including advice for small businesses on leadership, marketing, finances, and several other business issues. Open Forum attracts over 16 million unique users per month.

American Express’ success with this content marketing initiative has enabled it to expand into an untapped market and ultimately grow its customer base. Mary Ann Fitzmaurice Reilly, SVP of Partnerships & Business Development for American Express OPEN, said, “We already have a large part of the pie so our biggest opportunity is with small business growth—if they grow, we grow.”

Lesson: Open Forum demonstrates how easy content marketing can be for a B2B company when it provides value-added content, rather than merely pushing product. The communal aspect of the initiative incentivises its users to return to the website and be of assistance to their peers. This year, there were one-quarter of a million link back referrals on the site. This staggering number demonstrates that content marketing strategies are at their best when they invite comment and feedback from your target audience.

Luckily, you don’t need to be American Express to create this sense of community amongst your prospects. Inviting your audience to engage with your business by asking for feedback and/or suggestions at the end of each blog post is a great and easy way to begin executing this strategy.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Best regards,

Karla McDougall
Digital Marketing Intern

Marketing Fundamentals Ltd

Follow Mike on Pinterest

Subscribe to

Follow us on LinkedIn

Online courses:

How to TurboCharge Your Business with a Blog
Meet Edgar Social Media Management
TurboCharge Your Twitter Presence
Quora For Business

Follow Mike on Twitter

This is blog post post number 299.

The post 3 Powerful B2B Content Marketing Case Studies appeared first on Marketing Fundamentals.

This is Video No. 118 and blog post number 298.

Digital Marketing Intern London – Karla’s Vlog – Week 9 by Mike Pitt. This is a new series. Karla McDougall is a Digital Marketing Intern at Marketing Fundamentals Ltd. Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London. Mike Pitt is the Founder of Marketing Fundamentals Ltd. In Week 9 Episode 9 Karla gives her thoughts on her ninth week at Marketing Fundamentals Ltd and talks about her highlight of the week.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call

on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Subscribe to our 
Follow us on LinkedIn:
Buy our book!
Follow Mike on Twitter:
Follow Karla on Twitter:

Thanks for reading and watching!

Best regards,

Marketing Fundamentals Team

This is blog post number 298.

The post Digital Marketing Intern London – Karla’s Vlog – Week 9 appeared first on Marketing Fundamentals.

This post may contain affiliate links please read our disclosure for more info.

Marketing to a millennial audience should be a key priority for every Professional Services firm. This is true regardless of whether Gen Y – born between the early 1980s and the mid 1990s – is your target market, or beyond it. The reason is that, more and more, millennials are assuming roles at B2B companies where they influence purchasing decisions. In 2014, nearly half of all B2B researchers influencing deals of $10, 000 USD or more were millennials, according to this report from Google. This figure is up 70% since 2012, which indicates a changing tide for B2B marketers.

Understanding what influences millennials when they make purchasing decisions and adjusting your marketing strategy accordingly will ensure that your firm isn’t missing sales opportunities to vendors deemed ‘a better fit’ for their company by Gen Y researchers.

How Professional Services Firms can Market Themselves to Millennials

Know How Millennials Differ from Their Older Colleagues

There are many workplace stereotypes that exist about millennials; they’re lazy, they’re technologically addicted, they’re job hoppers, they lack initiative and need hand-holding on projects, and so on. Although several of these claims are founded on reasonable observations – that millennials are generally more technologically savvy than their older colleagues, for instance – these stereotypes tend to be taken to unfair extremes. Extrapolating from Gen Y’s comparatively high usage of tech products that they are digitally ‘addicted’ and dismissing them as such is a damaging stance for employers to take because it hurts sales. Here’s why.

Millennials grew up in a digital Renaissance which saw them using a wide array of devices in their youth. This familiarity from a young age partially explains why they are generally more competent at adapting to new technologies than their older colleagues. However, the ‘social’ facet of technology is an equally significant explanatory factor. To put it bluntly, a craving for social validation has played a major role in millennials’ mastery of tech. And regardless of whether this social behaviour is empathised with by older colleagues or not, the fact of the matter is that millennials have a long history of using technology and continue to use their smartphones, tablets and laptops interchangeably each day. This behaviour has important practical implications for Professional Services firms.

With millennials’ varied use of devices comes a natural preference towards companies that offer a seamless customer experience across all channels. This is why B2C companies have made significant, targeted efforts over the past few years to provide seamless omnichannel customer experiences. In an Executive Report released by IBM in 2014, it was found that millennials’ high standards for consumer brands are impacting their expectations for B2B companies and influencing their purchasing decisions.

The Importance of a Great Omnichannel Experience

According to the report, when researching B2B vendors the first priority for millennial researchers is the ease of doing business. In practical terms, this amounts to vendors being easily contactable via social media and having live chat and/or instant messaging features to answer any initial questions prospects have about the firm’s products and services. This priority is seconded by the vendor’s ease of access to relevant data and statistics. Millennials want easy access to detailed information about brands and this needs to be readily available across all platforms. On average, according to the aforementioned report from Google, B2B researchers from this age group do 12 generic searches prior to engaging with a specific brand. Importantly, they are using multiple devices to conduct these searches. When a millennial researcher is checking a vendor’s data against its competitors, a firm can therefore fall out of the race if it has failed to optimise its blog and site for mobile. In other words, providing a great omnichannel customer experience is essential for bringing prospects deeper down your sales funnel and ultimately convert them into paying customers.

How does this approach differ from Gen X or Baby Boomer buyers? Well, these generations rate the ease of doing business and use of latest technologies as the least important factors influencing their deals. This makes them notably different from millennial buyers. Instead, these generations prioritise a vendor’s ability to deliver products and services to their satisfaction and their ability to respond quickly above all else. This corresponds with the traditional marketing approach for Professional Services firms which primarily focuses on promoting products and services at  trade shows or industry events.

While there remains a place for these types of in-person events in a Professional Services marketing strategy, it is important for firms to recognise that these ways of reaching buyers are more important further down your sales funnel.

The Importance of Family and Friend Recommendations

Perhaps most surprisingly, IBM’s global study showed that when millennial researchers are ready to act they cite recommendations from family or friends outside their organisation as an equally significant influencer in their purchasing decisions as data analysis and customer experience. For Professional Services firms, this means that individuals outside of your target market are influencing the buyer’s purchasing decisions. This is the point in the customer purchasing journey where a good content marketing strategy becomes essential.

To ensure that your firm is reaching all your influencers (not just your target market), firms need to take steps to ensure their brand has a strong voice in their influencers’ digital communities. The most effective way of achieving this is by having an active blog and effective social media distribution strategy. Video content is also greatly beneficial to B2B companies, since nearly half of all millennial researchers admit to viewing 30 minutes or more of B2B-related videos during their research, according to Google. You can read more about how to win with video content and the different forms of content that attract viewers here. By using social listening tools and analytics, you can determine if your influencers are getting the right exposure to your brand with your content marketing strategy.

From these findings it is clear that abiding by a marketing model that aims its content strictly at senior-level prospects with in-person events is outdated. Professional Services firms should take away from these findings that millennials are influenced by the quality of customer experience they receive in a way in which their older colleagues are not. It is not sufficient anymore for B2Bs to simply provide great product or service satisfaction; they must provide a seamless customer experience and immersive digital experience as well.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Best regards,

Karla McDougall
Digital Marketing Intern

Marketing Fundamentals Ltd

Follow Mike on Pinterest

Subscribe to 

Follow us on LinkedIn

Online courses:

How to TurboCharge Your Business with a Blog
Meet Edgar Social Media Management
TurboCharge Your Twitter Presence
Quora For Business

Follow Mike on Twitter

Web Hosting Special Offer 

This is blog post number 297.

The post Should Professional Services Firms Take a Different Approach When Marketing to Millennials? appeared first on Marketing Fundamentals.

This is Video No. 117 and blog post number 296.

Digital Marketing Intern London – Karla’s Vlog – Week 8 by Mike Pitt. This is a new series. Karla McDougall is a Digital Marketing Intern at Marketing Fundamentals Ltd. Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London. Mike Pitt is the Founder of Marketing Fundamentals Ltd. In Week 8 Episode 8 Karla gives her thoughts on her eighth week at Marketing Fundamentals Ltd and talks about her highlight of the week.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call

on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Subscribe to our 
Follow us on LinkedIn:
Buy our book!
Follow Mike on Twitter:
Follow Karla on Twitter:

Thanks for reading and watching!

Best regards,

Marketing Fundamentals Team

This is blog post number 296.

The post Digital Marketing Intern London – Karla’s Vlog – Week 8 appeared first on Marketing Fundamentals.

Image credit: Marketing Fundamentals Ltd

Many B2B businesses anchor their content strategies around three major platforms: Twitter, LinkedIn and YouTube. This approach is understandable considering that these platforms are trusted by marketers to provide a strong ROI. However, as every good content marketer knows – diversity of content is key. Businesses should consistently be on the lookout for new platforms to incorporate into their  content distribution strategies as a means of increasing their online presence and ultimately generating more leads. With 58 million unique visitors each month, SlideShare is a great visual platform for B2B businesses looking to diversify their content rota.

What is SlideShare? 

SlideShare is a slide hosting service used primarily by business professionals. The company was founded in 2006 by Rashmi Sinha and Jonathan Boutelle, who wanted to create an online community where employees could share visual presentations with their colleagues quickly and easily. “As with video, where early entrepreneurs recognized that asynchronous sharing on the web could work, we realized with presentations that it was time to move beyond in-person presentations and that you could share slides on the web. Others could comment, favorite, download and build on this,” Sinha explains. SlideShare has steadily gained traction in the professional world since it was founded in 2006, leading to its acquisition by LinkedIn in 2012 for roughly $118 million USD.

SlideShare currently attracts an estimated 58 million unique users each month. And with approximately 16 million registered users, including the White House, NASA, HP, IBM and Arianna Huffington, SlideShare has become a powerful platform for sharing PowerPoints, PDFs, infographics and webinars. Its CEO and co-founder Rashmi Sinha has been named amongst the top 10 Women Influencers in Web 2.0 by FastCompany.

Benefits for B2b Businesses

Access a Wider Audience – A key aspect of content marketing is accommodating for the fact that not all prospects are active on all platforms. Beyond that, not all prospects will engage with content in the same way. That is why it is important for content marketers to distribute their content on as many platforms as is practical to attract more leads. For B2B companies, this means being on platforms that have primarily a professional audience, such as SlideShare. The site’s professional user base and use by an array of multinational companies and key industry players gives it a distinct advantage over its competitors, such as Scribd or edocr.com.

Sharability – Creating a SlideShare presentation automatically gives you access to the platform’s native user base, which means that – with a captivating title and strong imagery – your SlideShares could attract hundreds of views from SlideShare alone and even end up on the homepage reel. But perhaps more importantly, in addition to your presentation being viewable on the platform itself, the tool also gives you the option to easily share your slides on your social media accounts and/or embed them onto your site.

This is beneficial for B2B businesses whose inbound marketing strategy centres around driving traffic to their site. Warming prospects to your content via third-party platforms such as LinkedIn or SlideShare is great for nurturing those that are at the top of your funnel. But, to convert prospects into paying customers it is vital to drive them to spend time on your site where they can subscribe to your mailing list, access further resources and e-book, and read deeper about your company’s services.

The post Should You Include SlideShare in your B2B Content Strategy? appeared first on Marketing Fundamentals.