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The Content Marketing Handbook (2015)

priceonomics.com

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Re: The Content Marketing Handbook (2015)

#11

Post by tedmcory77 »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

Have you read the book "Traction" (by Weinberg and Mares)? It might help you break out of the specific niche you're looking at and be able to come up with some white space to work on.

Re: The Content Marketing Handbook (2015)

#12

Post by notoriousjpg »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

I've felt this way also, but the more you stew and understand about the industry the higher the chance of you seeing new angles. But yeah if i were competing with a hubspot level content marketer that's pretty hard.

My issue has always been, even if write good content how do you distribute it? Otherwise it's stuck on page 20 of Google

Re: The Content Marketing Handbook (2015)

#13

Post by martingoodson »

rohin wrote: post #4
sixhobbits wrote: post #2

What happened to priceonomics? I feel like I used to see their stuff around all the time and then it just stopped?

Founder here! Several years back we focused solely on our data content marketing agency referenced in this post. We produce content, but isn't the sort of stuff that's going to end up on hacker news.

What's your experience 5 years on? Would your advice for b2b content marketing be different now?

Re: The Content Marketing Handbook (2015)

#14

Post by fasicle »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

This surely depends on the industry, I'm in the VR training space and there is plenty to write about.

Re: The Content Marketing Handbook (2015)

#15

Post by obtahir »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

I couldn't have said it better myself. I work in a highly saturated industry where every conceivable idea that relates to what we do has beaten to death in all sorts of ways that I'm utterly at a loss where to go from here. It is such a restricted niche that there's just no room for uniqueness anymore and it's draining me.

Re: The Content Marketing Handbook (2015)

#16

Post by hef19898 »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

Totally agree that there is an incredible amount of noise out there. And my impression is, that it is getting worse. Stopped counting how many people I unfollowed on LinkedIn in the last couple of weeks because of it.

And all this makes it really hard for non-VC backed businesses to compete. Maybe it content marketing becomes the same as SEO and search engine advertizing in that regard, maybe it is already.

That being said, in my very limited experience so far, all this noise is also a chance and an opportunity. Because all this noise is basically useless for customers, clients and users. Creating meaning full content, once you get it out there, is thus a very powerful thing. It is also kind of a funnel filter, if potential clients come to you based on hgih quality content, at least in my cases, dicussions are a lot more meaningful and concrete. All the contacts you get from "noise" still have to be sold on the product and service, the others are already half-way there, more or less.

Re: The Content Marketing Handbook (2015)

#17

Post by puranjay »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

Content marketer here.

While you're correct that in many mainstream industries, every idea, every keyword, seems to have been exhausted, there are still opportunities for new formats and angles. If there are already exhaustive articles on your core keywords and topics, maybe you don't need to take the article route at all. Maybe you can create something interactive instead - something that leverages your current skills (design and development).

Also keep in mind that while you will have some audience goals ("readers should like and engage with my content"), your more important aim is to meet business goals (attracting traffic and capturing leads). The latter does not necessarily depend on the former. You can edge out competitors simply by ranking better than them or doing a better job of capturing leads - even if the content itself isn't as good.

Another thing I recommend new B2Bs is to focus on building "micro authority". If there are 10 things your product does, focus on being the most authoritative voice on only one of those 10 things first. Even the best-funded competitors can't dig as deep as you can on everything. Better funded competitors are also likelier to chase higher volume keywords that offer more potential rewards. But as a new startup, you can target truly long tail keywords and topics that bigger competitors won't bother with.

While these might not deliver the volume you want, they will help you develop authority, brand recognition, and a stronger SEO footprint.

Re: The Content Marketing Handbook (2015)

#18

Post by sradman »

rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

> Nothing we could possibly produce comes close to what other teams have already drafted, years ago now.

This may be true for B2B content but it seems misplaced at a moment when the world is pivoting to adapt to a novel viral pandemic. Everything has changed. Everything is new.

Re: The Content Marketing Handbook (2015)

#19

Post by kareemm »

puranjay wrote: post #17
rwhitman wrote: post #6

So I recently started helping my team adopt a B2B content marketing strategy, after being kind of removed from the marketing world for a few years... For a small bootstrapped business, with no writers in-house, fledgeling bare minimum resources starting from scratch with freelancers, the amount of catching up we need to do is staggering. So, so much money has been pumped into churning out articles, videos, webinars,…

Content marketer here. While you're correct that in many mainstream industries, every idea, every keyword, seems to have been exhausted, there are still opportunities for new formats and angles. If there are already exhaustive articles on your core keywords and topics, maybe you don't need to take the article route at all. Maybe you can create something interactive instead - something that leverages your current skil…

Are you potentially open to consulting? If so let me know what email address I can reach you at or drop me a line - k@savio.io. Thx.

Re: The Content Marketing Handbook (2015)

#20

Post by puranjay »

kareemm wrote: post #19
puranjay wrote: post #17

Earlier quoted context omitted.

Content marketer here. While you're correct that in many mainstream industries, every idea, every keyword, seems to have been exhausted, there are still opportunities for new formats and angles. If there are already exhaustive articles on your core keywords and topics, maybe you don't need to take the article route at all. Maybe you can create something interactive instead - something that leverages your current skil…

Are you potentially open to consulting? If so let me know what email address I can reach you at or drop me a line - k@savio.io. Thx.

I'm not taking any consulting work at the moment, but I never mind helping fellow entrepreneurs - will send you an email!
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