The Key to Opening Content’s Lock? Content Distribution


the key to content success is distributionAs editor in chief at Business.com, paid distribution of our content is equally as important as the production of content. With Facebook’s constant algorithm changes, and Google promoting their own content over others, content distribution requires an aspect of paid promotion in order to reach earned media.

As a rule, we don’t pay to distribute all content—our approach is to only promote stories that have proven successful organically first. It’s very similar to the approach that brands like Kraft take when using Pinterest as a sounding board for choosing the most popular images before they use them in their magazine or in commercials. For us, after an article reaches a certain organic threshold, we weave it into our paid distribution plan.

So while content is king, distribution is like parliament—it holds all the power. Here are some of the top platforms that we have found successful, and others you may want to consider. Read the full entry


Native Advertising: What Is It Exactly?


Native advertising this, programmatic that. The buzzwords fly freely, but does anyone ever take a moment to really explain what the heck is going on in plain English? The reality is that new “trends” are really old ones, re-packaged or spun a bit, and that is definitely the case with native advertising. So what is it, how does it work, and how can you get in on the action? Keep reading.

What Is It?

Simply put, native advertising is a form of sponsored content. Wherever it is, be it Twitter, Facebook or your website, it looks like it’s supposed to be there. It is the definition of contextual. Let’s take a promoted pin, for instance: Read the full entry


Small Business Finds The Internet… It Only Took Two Decades [Survey]


Where would we be without the Internet? We’d still be using paper maps, calling restaurants to make reservations, listening to CDs and reading newspapers. And Business.com, like millions of other companies, wouldn’t be around.

Clearly, the Internet isn’t going anywhere, but it’s taken quite some time for the mom and pop shops of America to really get their heads (and wallets) around marketing on this juggernaut. Year over year, small business Internet marketing spend increases, and according to the SMB Internet Marketing Survey by BrightLocal and Chamberofcommerce.com, 37% of these SMBs are planning to increase their spend on internet marketing yet again in 2015.

Internet Marketing Spend Increase Plans

Of the 736 SMBs surveyed, 29% allocate more than 70% of their marketing budget to online channels. This stat alone is an indication that Internet marketing has become of increasing importance to the local businesses of America as technology and opportunities improve. In fact, since 2013, “there has been a 16% rise in SMBs that plan to increase their Internet marketing spend over the next 12 months.” Read the full entry


19 Pieces of Great Marketing Advice from the Pros


marketing advice illustrationThe work of a marketer is never done, but with a little advice from the experts, your marketing efforts can be more inspired, effective and engaging. Whether your business is B2B or B2C, these insightful tips from the pros will get you thinking about marketing in a different way.

Here are 19 of our favorite words of wisdom from some of the great minds paving the way, especially in the digital landscape.

“The biggest titles don’t always have the biggest brains. Instead, go after key influencers.” Guy Kawasaki, Chief Evangelist, Canva (Tweet This!)

“A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits in as a natural step along the customer’s path to making a purchase.” Gary Vaynerchuk, CEO, Vayner Media Read the full entry


Digital Solutions for the B2B Marketer


video-playHigh-level decision makers are harder than ever to reach. And in today’s world, buyers do not contact suppliers directly until most of the purchase process is complete. So how do businesses get in front of buyers exactly when they’re evaluating products and services? And where are smart executives going to learn more about what the market has to offer them? 

Meet Business.com, the leading destination for executives in growing companies to acquire the knowledge, products and services they need to run their businesses. It’s our mission to provide a better experience for our users while delivering better performance for you, our advertisers. Say hello to Frank and our latest video on how our ad products work.

Read the full entry


10 Ways to Avoid False Negatives in Performance Marketing Campaigns


10 Ways to Avoid False-Negatives in Performance Marketing CampaignsMany beginner marketers launch new performance marketing campaigns without having the fundamentals in place.  In doing so, they run the risk of making bad decisions on the long-term potential of an online marketing campaign. This post explores one potential pitfall for marketers in this situation, which I call the “false negative.” Read the full entry


7 Ways to Maximize Your Website for Lead Engagement


7 Ways to Maximize Your Website For Lead EngagementBusinesses are focused on using their websites as a source of new customers.  47% of B2B buyers reported that the most likely way they find sales information was to go directly to a supplier website (Tweet This!). And because of this, companies have invested in site optimization to make sure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content might include benefits of what you offer, use cases of your products & services, customer testimonials, and plenty of answers to the very-important question of “Why you?”. Read the full entry


3 Big Shifts in B2B Marketing: How Marketers Are Reacting [Infographic]



Are You Trending?


tech 360 conferenceTech marketers must constantly be adapting to the latest technologies and trends. More and more, B2B marketers are made to face the reality that our marketing is not so different from B2C marketing. And the reason is because the people we are marketing to are the same – human beings. They use the latest technology at the office to manage their business, as well as becoming experts at home on their own time. Many of the sessions and keynotes at the Tech Marketing 360 Conference in Dana Point, California last week focused on how tech marketers can use the rapidly changing tech world to their advantage. Read the full entry


3 Foundational Marketing Shifts and How B2B Marketers Can Benefit


Business.com Marketing FunnelOver the last decade, digital technology has disrupted nearly every aspect of the media and marketing industries. This disruption is not over. We see several patterns emerging, however, that B2B marketers can harness to take advantage of the disruption of technology to drive smarter, more powerful marketing. Let’s start with the data. Read the full entry