by Elizabeth Hines | Oct 3, 2016 | Blog, Content Marketing, Marketing, Strategy
The top-performing business blogs have these six things in common, from posting frequency to outsourcing writing.
Maintaining a blog for your business can be somewhat of a guessing game. How often should you publish? Should you do all the writing in-house? Will anyone read our posts?
A recent survey of 428 marketers conducted by Curata sought to identify any patterns or trends among those with the most successful business blogs. Specifically, the authors grouped together those whose blogs had more than 10,000 views per month and compared them to those with less than 10,000 views per month.
The most successful blogs (those with over 10,000 views per month) have several things in common. Here are some highlights:
1) Size doesn’t matter.
You may suspect that the larger the company, the more traffic its blog gets. That’s not the case. In fact, two-thirds of the most successful blogs were run by smaller companies (<$100M revenue).
2) Age is a factor, but it’s not everything.
Of the most successful blogs, 44% had been up and running for 5+ years. Time gives companies a chance to build up their readership and perfect their content strategy. Yet 65% of businesses who have had a blog for 5+ years did not get 10k+ views/month — meaning there is more to successful blogging than age.
3) Frequency is key.
Blogging frequency impacts factors like search engine rankings and audience engagement. So it’s no surprise that 90.5% of best bloggers blog at least once a week.
4) They set standards.
Interestingly, 80% of the best bloggers have a governance team for blogging activities. This can be many things: ensuring post quality and accuracy, determining best practices, outlining a code of conduct, etc.
5) Outsourcing helps.
The best bloggers rely more on external resources and less on internal resources. They outsource an average of 23.6% of their content production, compared to only 11.8% by blogs with less than 10k views per month.
6) They send more subscriber emails.
To promote their posts, 39% of the best blogs send a newsletter with their blog content to their subscriber base at least weekly. More than half of blogs with less than 1,000 views per month sent subscriber emails as infrequently as once a quarter or, in some cases, not at all.
Read the full report from Curata’s survey here to get more insight into the best business blogs.
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by Elizabeth Hines | Sep 29, 2016 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain, Warehousing & Materials Handling
Content marketing can help your organization amplify its efforts to drive traffic, improve conversion rates, and increase sales.
A recent survey of over 4,500 marketers at organizations around the globe found that converting leads to customers (74%) and growing traffic to their websites (57%) were their companies’ top marketing priorities. Perhaps not surprisingly, these marketers also overwhelmingly reported that generating traffic and leads was their top challenge. Often our business priorities are the most difficult to achieve.
Enter, content marketing.
Content marketing is a form of inbound marketing in which businesses publish content to attract prospects who are interested in products in services like theirs. This marketing approach can be highly effective in growing brand awareness, generating leads, and increasing sales. In fact, according to the same survey, organizations using inbound marketing were four times more likely to rate their marketing strategy highly than outbound organizations.
Let’s look at one example from the warehousing sector.
Business was decent for Company X. It had experienced positive growth for over a decade, despite lacking a clear marketing strategy. But leadership started to wonder: Are we missing opportunities for growth?
Company X sought a multi-level digital marketing strategy that would help them increase web traffic, generate more leads, and convert prospects to customers. The team hired Fronetics to create and implement such a strategy.
After 24 months, the results were telling: Web traffic increased by nearly one-fifth (19%). Company X tracked 244 high-quality leads directly sourced from its new content marketing efforts. And new business grew by a remarkable 30%.
Content marketing was highly successful for Company X in achieving its business goals of driving traffic and new business. In fact, the organization realized many other positive benefits as well. You can read about more of them, as well as the strategy Fronetics used to get there, by downloading the case study below.
Want to increase traffic to your business’ website and generate more leads and customers? Have you tried content marketing? Here are a few resources to get you started.
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Need more help? Contact Fronetics to request a free strategy session.
by Elizabeth Hines | Sep 28, 2016 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Companies in the logistics and supply chain industries should take a look at this content marketing infographic.
Content marketing is a form of inbound marketing in which vendors publish digital content to attract customers who are searching for products and services like theirs. If done right, it is highly effective in growing brand awareness, generating and converting leads, and driving sales and repeat business.
If your organization is exclusively using traditional outbound marketing techniques, like advertisements in print publications, you’re missing out on growth opportunities. We rounded up some of the most telling facts about the role of content marketing in today’s B2B purchasing environment for you to consider.
Here are 12 facts about content marketing that your business should keep in mind.
by Jennifer Hart Yim | Sep 27, 2016 | Blog, Strategy, Supply Chain, Talent
The supply chain talent deficit is real — but what about the experienced people who can’t find a job?
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
It’s no secret that we write a lot about the Supply Chain talent deficit — the growing industry consensus about a looming shortage of talent needed to fill Supply Chain, Procurement, and Logistics jobs as those roles grow in prominence and the baby boomers retire. It’s an important issue to the field that we recruit in, and we’re interested to see how companies, educational institutions and other industry players respond as it plays out. But today we wanted to comment on an interesting side note of the whole issue:
Every time we write about the Supply Chain talent deficit, on the Argentus blog or elsewhere, we see comments from experienced professionals in the field who aren’t able to find work. We’re always sure to say that the Supply Chain talent deficit is a big-picture trend, and doesn’t mean that everyone in the field is going to be able to get a job easily. But it’s interesting that we hear from quite a few people who are having difficulty finding work, despite the fact that companies are having more difficulty hiring in the field than perhaps ever before.
A comment by 3PL executive Valerie Kucherenko on one of our recent LinkedIn Publisher posts pointed out this disconnect, and got us thinking. First of all, here’s the relevant part of the comment:
“Frankly speaking there are so many articles, including the ones by Argentus Supply Chain Recruiting, indicating a shortage of qualified candidates in the Supply Chain field that I am torn between this feeling of high demand for Supply Chain professionals and the fact that many experienced ones can not find a job. Where is the confusion coming from?”
Let’s try to answer this question.
If there is a Supply Chain talent deficit, why are so many people in the field having trouble finding work?
First of all, the talent deficit in Supply Chain isn’t just buzz. Experts throughout the industry are talking about it, but it’s also something we’re hearing about daily from our clients looking to hire in the field, and from executives we speak to. We’re on the front lines of the talent war in this industry, and we can observe it directly. So it’s not that the difficulty of hiring in Supply Chain is made up.
Of course, the trouble that certain experienced people are having looking for work isn’t made up either. So we started thinking about big-picture reasons for this disconnect, based on our experience as people who have been recruiting in Supply Chain for over a decade. Here they are:
A certain amount of churn in employment is inevitable, and even a productive fact of the economy. There’s a reason why under economists’ definitions of “full employment,” there’s still about 5% of the workforce that’s unemployed. Structural factors such as geographic shifts and technological change mean that there will always be a certain number of unemployed people, independent of other factors like economic downturns, etc. This means that no matter the demand for Supply Chain talent, there will always be a certain number of people in between jobs — people who haven’t yet found work because it takes some time to get the right opportunity in front of the right people.
But that doesn’t tell the whole story. The other thing that helps explain this disconnect is the fact that the deficit of talent isn’t, strictly speaking, a numbers game. What matters isn’t necessarily the raw number of experienced candidates vs. positions (e.g. 10,000 candidates and 50,000 positions) so much as the kind of experience companies are looking for. This is one of the things that comes up over and over again in our conversations with executives.
Supply Chain’s role in companies is expanding. Instead of just being about putting product in the right place at the right time, Supply Chain now uses data, innovation, and supplier relationships to provide companies with a strategic edge. It interfaces with sales to plan and predict demand, etc. And while the function’s scope is increasing, companies are becoming more specific in their experience requirements. For example, more companies are looking for specific category experience (like Real Estate or IT) in Procurement. It’s possible that certain experienced professionals don’t have the right experience in the most high-demand niches (such as Demand Planning, S&OP), making it harder for them to find work than if “Supply Chain” was a more monolithic category. The nature of the experience required is changing — for example companies requiring specific software experience — and much of the deficit of talent exists on this cutting edge of skills requirements, rather than for more general, classic Supply Chain roles.
The solution to this issue? We think it’s two-fold: companies need to be more open-minded in their hiring, recognizing that strong business acumen can be as important to Supply Chain success as niche experience. And on the other side, candidates need to constantly work to adapt and diversify their skillsets, expanding their knowledge to follow the niches that are in highest demand among companies.
Hopefully that sheds some light on why it can be tough for certain Supply Chain professionals to find work even though there’s a deficit of Supply Chain talent more broadly. As F. Scott Fitzgerald once said, “the test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function.”
Which is true (in our experience), but we get that it doesn’t make it any easier for those Supply Chain workers who are having trouble finding that next role! Feel free to reach out to us for help.
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by Elizabeth Hines | Sep 26, 2016 | Blog, Strategy, Talent
What do people find when they google your name? Branding yourself can help sway their first impression.
Face it: Potential employers, customers, and other associates have likely searched your name on the internet before they meet you in person. What do they see?
Your LinkedIn and Facebook pages, Twitter and Instagram accounts, personal blog, and even your pins on Pinterest are all subject to public scrutiny. The sum of those findings is your brand image, what you put forth to the world to define who you are and what you are about.
The reality is that when you walk into a job interview, client meeting, or other engagement, you are likely being evaluated against the first impression the person made prior to your arrival through an internet search. Shouldn’t you think carefully about your brand and how you want people to perceive you?
To be successful, you need to take steps to build and enhance your brand. Here are four steps to branding yourself.
1) Define your brand
A brand is a story. What is your story? Take the time to sit down and look at where you have been and where you are. Where you want to be? What is your skill set? What experiences do you have? How are you unique? Take all of this information and knowledge and define your brand — tell your story. Be clear, be concise, and be direct. If you can’t define your brand in a sentence or two, you have lost an opportunity.
2. Take stock
What information is “out there?” Start by making a list of all the social media accounts you have, even if you no longer actively use them. Next, Google yourself. What do you find? As G.I. Joe says, “Knowing is half the battle.”
3. Define a strategy
At this point you have a brand and you know what information about your brand is publicly available. Is the information enhancing or hurting your brand? What steps can you take to strengthen your brand? For example, should you adjust your privacy settings on some of your accounts so that personal information and exploits are not available for all to see? Does your LinkedIn page need to be updated? If you don’t take the time to define your strategy, you will not be able to execute it effectively.
4. Take action
Frank Cavallaro wrote, “Strategy is about making choices. Execution is about getting down and dirty so that those choices can produce results.” Don’t stop at creating the strategy — execute. And remember, the internet is not static. What information about you gets added over time? Furthermore, it is important to periodically look at your brand. Is it still representative of where are and where you want to be? If not, take the time to re-brand yourself.
When you take the time to brand yourself, you have the opportunity to define that first impression.
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by Elizabeth Hines | Sep 22, 2016 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Companies in the supply chain and logistics industries should take note of these 19 content marketing trends.
Joe Pulizzi of the Content Marketing Institute recently revealed his predictions for the biggest trends in content marketing for 2017. As the leader of CMI, Pulizzi dedicates much of his time discussing where content marketing is heading with enterprise marketers around the world.
Since 88% of B2B marketers use content marketing as a part of their marketing programs, you’ll likely see some of these trends and issues arising among your competitors, your clients, and, ideally, your company in the near future. As you start to strategize for next year and beyond, be sure to consider these ideas in your supply chain marketing plans.
Creation of a real content marketing strategy
We can’t say it enough: Organizations that have a documented content marketing strategy are more likely to be successful than those that don’t. You would never operate a business without 1) creating a strategy, 2) documenting it, 3) following the strategy, and you should feel the same way about your marketing plan. Here are a few resources to get you started:
Native advertising
Native advertising is a paid, content-based promotion delivered in stream, within the same format as the channel the reader (or viewer) is using. Think of sponsored updates on LinkedIn, which look just like regular posts, or when a radio DJ promotes a product within the regular broadcast. I’ll be writing more about native advertising in the coming months and how the supply chain might use this opportunity as part of their content marketing efforts.
Influencer marketing
Forbes describes influencer marketing as, “A nonpromotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct target market touchpoints.” Basically, highly visible people become brand advocates by employing your products or services in their everyday lives. There are earned influencers, influential people who use your product regularly because they like it. And there are paid influencers, who receive compensation for using certain brands. More to come on this topic as well.
Purpose-driven marketing
Companies can appeal to a target audience by promoting their shared interest in a worthy cause through content. Examples from the supply chain include these six companies that are doing well by doing good.
Video and Visual
Video is not just for funny cats and cover artists anymore — it’s the most popular form of content being consumed online. Smart marketers are developing a visual storytelling strategy that offers consistent delivery of valuable content. Consider how your business might utilize features like Facebook Live or channels like YouTube.
Snapchat
Yes — Snapchat. Before you roll your eyes, check out this convincing article, Why Snapchat Will Be Great for B2B Companies, by Gary Vaynerchuk of Vayner Media. Keep your eyes on this social media platform in the coming year.
Facebook
One thing about Facebook you can count on is that it will always be evolving and adding features to keep up with user preferences. Also, Pulizzi is convinced businesses can do better when it comes to promoting content on this platform. Companies should keep a close eye on what’s to come with Facebook in the near future and how organizations are using it to distribute content and generate leads.
Teams and workflow
Take a good look at content production in your organization. Do blog posts go unedited? Are projects frequently late? Is your team clear about who needs to approve what? A strategic, consistent way to track and complete content-based projects can help streamline production and improve efficiency — not to mention quality.
Content strategy (pipes and process)
Developing a strategy that helps your organization scale its content-production efforts, re-purpose existing content across multiple channels, and properly leverage user experience and technology is key to content marketing success.
Mobile
Google announced in May 2015 that the number of searches on mobile devices has now surpassed those conducted on desktops in the U.S. And we know that reality isn’t limited to personal internet use. Evidence suggests B2B buyers are increasingly using mobile devices to do research, make inquiries, and purchase products. If your website and marketing emails aren’t mobile-friendly, your company is missing out the significant share of customers who demand mobile-optimized content. Try these tips:
Content technology
The marketing software market is expected to grow to more than $32.3 billion by 2018. The number of options companies have is almost blinding. Count on content technology to continue to demand a lot of attention — and, potentially, financial resources — in the next few years.
Writing
Josh Bernoff’s recent article in the Harvard Business Review hits the nail on the head: Bad Writing is Destroying Your Company’s Productivity. In a vast sea of crappy content, superior writing and storytelling can make your business stand out, win customer’s trust, and earn new business. Here are some resources:
Integration with sales
Integrating your sales and marketing teams is one of the most impactful ways to leverage content to gain new customers. For example, merging one of our clients’ sales and marketing databases to improve team communications played an important role in helping the company increase new business by 30%.
ROI and measurement
Making a business case for content marketing is one of the top priorities for the majority of B2B marketers year after year. Check out these resources:
Email and marketing automation
Marketing automation can expand your content’s impact, improve conversion rates, generate leads, and drive repeat purchases. Additionally, it can remove cumbersome manual tasks from your content workflow, freeing up your resources to add value to other, more meaningful tasks. Pulizzi says an expert recently revealed to him that companies are utilizing approximately only 10% of the functionality behind marketing automation — meaning, there’s much room for improvement in this area.
Content distribution and promotion
Even the best, most valuable content is worthless if it fails to reach your target audience. Companies are now focusing on the strategic distribution of their content assets to ensure their success.
Executive buy-in
Earning C-suite support for content marketing is a challenge for many marketers in the supply chain and logistics industries. See “ROI and measurement” above for some resources to support your efforts to win executive buy-in.
Global integration
Organizations and their supply chains continue to become more complex and global in scale. This can put a strain on communication, processes, meeting customer needs and expectations, etc. Content marketing strategies should account for the challenges of global operations.
Construction of a media organization
Pay attention to the recent flux of organizations purchasing media companies or properties to become media enterprises. Microsoft’s purchase of LinkedIn comes to mind, as well as Arrow Electronics’ acquisition of a number of technical and media properties from UBM.
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