By Afton Brazzoni Content closes sales. Great design is important, but words ultimately position your B2B company’s brand to your audience and communicate the value of your offerings. However, if you’re the sole person on your team responsible for content creation — or if you’re a marketing team of one — your website content can quickly become out of date. Enter the content audit. According to Semrush survey findings published in 2023, companies that conduct content audits see an average 53% increase in website engagement and a 49% boost in search rankings and traffic.  Reg ..read more

    By Afton Brazzoni You know it takes more than “showing up on social media” to drive results with B2B marketing. It takes a strong brand to establish trust with your audience — and trust is integral to both attracting and retaining customers. In fact, 46% of U.S. buyers will pay more for a product or service from a brand they trust. But to have a strong brand, you first need a brand bible. In this B2B branding guide, we’ll cover: What a brand bible is and why you need one 6 key elements of a B2B brand bible 7 examples of smart B2B branding What is a brand bible? Whether y ..read more

    By Afton Brazzoni You’ve just landed a shiny new content marketing role. Your colleagues in product marketing are as excited as you are, because they’ve been waiting for ages to create a series of product content. They’re timing your arrival down to the minute — no pressure! If like many B2B content marketers, you’re used to writing thought leadership pieces, product-led content may be less familiar territory. But there’s no need to pull the stress snacks out of your desk drawer just yet. In this guide, we’ll deliver product content writing backup from our real-world client expe ..read more

    By Afton Brazzoni When you’re under pressure to produce content, you need the right players on your team to hit your targets and keep your sanity. However, building that team is easier said than done. From flaky freelancers to corporate machines where your account is just another number, finding the right B2B content marketing agency can feel like an impossible task. Yet, outsourcing is a necessity for many B2B companies that understand the value of publishing high quality content, but don’t have the budget for another in-house hire. According to Semrush’s State of Content Marke ..read more

  By Rachel Henry Sharing the depth of your company’s expertise isn’t as simple as posting on social media and occasionally sending out a newsletter. If you want to build a bridge of trust with your B2B audience, you need to prove that you know what you’re talking about.  For example, if I told you I was a scuba diving instructor, you might want to see some credentials before you strap on flippers and agree to follow me into the depths of the ocean. The same is true for your potential customers, though with potentially less life-threatening consequences. So, it’s time to take a deep ..read more

  By Rachel Henry Finding it tough to get marketing buy-in from the rest of your company? You’re not alone.  Economic conditions are putting pressure on content marketing specialists trying to prove the value of their work. While 71% of marketers say content marketing has grown in importance to their organizations over the last year, only 50% predict their budgets will increase in 2023. This indicates a strong need for company-wide advocacy. To complicate matters, many B2B marketers are operating with limited human resources. More than 45% of content marketers say that only one pers ..read more

  By Rachel Henry What’s the difference between brand messaging that moves your audience to action, versus words that make them want to take a nap? A few variables top the list, including specificity, purpose and compelling writing. However, there’s more to it than that — and it’s critical to your B2B brand strategy to get your messaging right. Magnetic brand messaging is a foundational element of any content you create, which makes it one of the most essential types of branding you can employ. While most tech companies can produce useful content about topics relevant to their audiences ..read more

  By Rachel Henry With new chatbot technology causing a recent media frenzy, the tech and marketing industries alike are thinking deeply about the future as we prepare to turn the page on 2022. So, what do emerging trends mean for content marketing in 2023? At Scribe National, we believe it’s important to be aware of trends while staying focused on the foundations of content marketing. We all know a great content strategy and rich storytelling can build thought leadership and drive revenue for your B2B company. But amidst the concerns surrounding AI, the forecasts of a looming recession ..read more

  By Rachel Henry Content marketing is constantly evolving — and if you’re a B2B tech marketer in today’s business landscape, you’re likely feeling the pressure to produce new content that drives engagement, leads and sales. But without a solid content creation workflow, the process can quickly become a headache. While written content is a crucial pillar of any content marketing strategy, sophisticated B2B buyers demand quality blog posts, white papers and case studies. Poorly written fluff just won’t cut it. This means creating top-tier written content can be a time consuming process ..read more

  By Rachel Henry The martech company Mailchimp has been around the block a few times when it comes to financial uncertainty. The business launched during the 2001 economic downturn and successfully weathered the 2008 financial crisis. Clearly, Mailchimp understands how to leverage B2B marketing in a recession. Mailchimp’s secret to longevity? The brand isn’t afraid to take risks. For example, some businesses run from the idea of offering freemium service, or basic/limited features at no cost. But Mailchimp embraced this change — and its revenue soared as a result when many users upgrad ..read more