M a r k e t e r the seven plots all stories must follow
LINKEDIN MARKETING SOLUTIONS
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23. LINKEDIN MARKETING SOLUTIONS Hopefully you know about this one already. I’m really proud of the content we put out there for B2B marketers.
The marketers I have massive respect for:
Personal reflections from the frontline of content marketing from one of the quickest-witted, most empowering and most inspiring writers out there. You need Ann Handley’s thinking in your life.
The first thing I did after meeting Minter Dial was to add his blog to my feed. He’s a passionate storyteller with a unique perspec- tive born of his experiences as an award-winning filmmaker and marketing leader at L’Oréal. His contact book adds up to a great list of interviewees and guest bloggers as well. http://minterdial.com 26. MATT HEINZ B2B marketing wisdom delivered in straight, understated, no-nonsense style. Whether he’s curating or creating, Matt Heinz is well worth listening to. https://www.heinzmarketing.com/blog 27. CHRIS PENN Chris is one of the smartest marketing minds I’ve ever come across and following his blog is one of the most enjoyable ways imaginable to get a handle on metrics in marketing. http://www.christopherspenn.com 28. BRIAN SOLIS The author of Engage!, WTF and X is also a prolific contributor of industry-specific articles and posts, and they are all collect- ed on this blog. However, this is just part of Brian’s contribu- tion to the blogosphere. For more off the cuff thoughts, make sure you subscribe to Gapingvoid (see below) as well. http://www.briansolis.com 29. NEIL PATEL Neil is a genuine online marketing guru. The content on his blog covers everything from the technicalities of bounce rates to insights on how to find profitable niche audiences. He’s also the master of the irresistible call to action: ‘Yes, I want to learn everything’; ‘No, I don’t want more traffic on my blog’. If I’m writing a CTA, his blog is a great place to look for inspiration.
Mark has one of the most engaging writing styles in B2B marketing, and also one of the most interesting contact books. Put those two things together and you get hugely readable posts with insights on new developments, research and trends
22 S o p h i s t i c a t e d M a r k e t e r that you often won’t find elsewhere. The tagline for his ‘grow’ blog is Marketing. Strategy. Humanity. And that’s exactly what it delivers.
Heidi’s Actionable Marketing blog is as determinedly practical as it promises to be. You get great tips on everything from making over neglected content to overcoming the dreaded writer’s block. https://heidicohen.com 32. SETH GODIN It’s the most original, most unique, most inspiring marketing blog out there. Seth writes as he thinks—like nobody else. His daily posts are succinct, hugely personal and yet hugely relevant to the business of marketing, and the business of being alive.
Creativity Here’s where I turn for a shot of inspiration—often from out of leftfield and all the more potent for that: 33. TERRIBLEMINDS This blog is like no other on this list. In fact, it’s like no other blog, full stop. It’s the stream of consciousness of writer Chuck Wendig. It goes where no other thought leadership on creativ- ity dares to. My friend Mitch Joel absolutely swears by it: a morning espresso hit of insane content inspiration. http://terribleminds.com/ramble/blog 34. GAPINGVOID Irreverent, insightful and often very funny, the Gapingvoid blog fuses witty cartoons on the marketing zeitgeist with pithy observations from Brian Solis. It will put a smile on your face, and potentially a new thought in your mind.
This is a real change of pace from every other blog on this list—and that’s why I love it so much. In-depth meditations on typefaces, the craft that goes into creating them, and the way that meticulous design influences the way that audiences engage and respond. It’s pure relaxation to read, and I guaran- tee it will add new dimensions to your creativity.
Pure, meme-driven social media madness. I love it because it makes me laugh, frown and tear my remaining hair out, often simultaneously. And also because, if you want to keep a handle on how human attention works, you have to stay on top of this stuff. Well, that’s my excuse anyway. http://icanhas.cheezburger.com 37. READWRITE Okay, back to the more serious stuff. Readwrite delivers despatches from the frontline of tech. It’s a great spark to creativ- ity just because it puts you in touch with future hot topics first. https://readwrite.com Where Data, Tech and Marketing meet
The bible of technology news. It was originally pitched to a start-up audience, and there’s a real insider flavor to its take on the intersection between venture capital, entrepreneurship and innovation. If you want to know about the next unicorn, add this to your feed. https://techcrunch.com 39. ECONSULTANCY The essential digital marketing blog: original research mixed with creative commentary and confident opinions.
Nate Silver’s blog is where data analysis meets popular culture. The result is content that’s geekily knowledgeable yet hugely readable, bringing a new perspective to the big global stories, T H E B R I E F
S o p h i s t i c a t e d M a r k e t e r 23 and a must for anybody who works with numbers. http://fivethirtyeight.com Inspirational Thinking Life as a marketer isn’t just about the marketing that you do. These blogs take a more holistic approach. They’re deeply human and often deeply inspirational: 41. WAITBUTWHY The first thing you’ll notice about this blog is that the posts don’t come at you all that frequently. The second thing you’ll notice is that there’s a very good reason. Tim Urban explores subjects as immense as AI and the human brain with wit, verve and depth you will find nowhere else. There are surreal stories. There are lots and lots of hilarious stick men illustrations. There are moments of deep, human inspiration. An update from this blog is one of my highlights in any given month. Every installment is epic. https://waitbutwhy.com 42. THE TIM FERRISS SHOW The blog of one of the most thought provoking podcasts out there: a professional lifestyle magazine that finds inspiration everywhere it hides. https://tim.blog 43. BAKADESUYO Eric Barker’s blog is empowering life coaching at its best: the secrets of happiness, mindfulness and being your best self.
Meditations on strategy and life from a generous, inspiring author and life coach.
Artificial Intelligence I’ve given AI its own section because it’s so important for marketers to cut through the hype and build up true knowl- edge quickly. These blogs definitely help: 45. DEEP LEARNING The latest applications of AI from a blog that manages to turn a potentially terrifying concept into an inspiring one.
Edwin’s blog is a great insight into what those at the cutting edge of AI are thinking. It throws out some real pearls of wisdom for anybody ready to think differently about metrics. http://blog.echen.me 47. MICROSOFT’S AI BLOG News from the heart of a business that’s doing some of the most exciting current work in AI.
Photography Okay, so it’s a little off the marketing track (and a personal passion) but these are hugely relevant for anybody interested in creating better visuals: 48. PETAPIXEL This blog features practical advice, product reviews and photography news. My favorite element though, is the stories it tells of photographers themselves, and how a single image can sometimes transform lives.
If you heard my Sophisticated Marketer’s Podcast interview with Jared Polin, you’ll already know why this blog is unmiss- able for anyone who works with visual images: straight-down- the-line insight from an expert who’s also one of the most engaging presenters out there. https://froknowsphoto.com 50. FSTOPPERS A great community photography blog that pools advice, stories and tips. It proves too just how much appetite photo artists have for sharing their passion. https://fstoppers.com 44 34 BACK TO CONTENTS PAGE Quality time with quality B2B thinking Our Sophisticated Marketer’s Sessions are immersive, multimedia masterclasses filled with video tutorials, cheat sheets and infographics to help you make the most of the marketing opportunities on LinkedIn. Let us enlighten you at https://lnkd.in/virtual-sessions Marketing Solutions Ads.indd 15 17/05/2018 17:20 BACK TO CONTENTS PAGE S o p h i s t i c a t e d M a r k e t e r 25 T H E B R I E F GINI DIETRICH
ity can make the biggest difference. It’s easy to sell candy bars and soda pop. It takes a really special digital marketing team to sell doors and locks or military- grade pens or car insulation. The challenge is to remove all of the corporate jargon rampant in your organization and learn how to tell a brand story—one that includes passion, a protagonist, an antagonist, a revela- tion, and a transformation. PASSION The passion lies in the things you know your customer will care about: how your product is created or the motivat- ing force behind your organization. This is what makes your story unique and valuable from their perspective. THE PROTAGONIST The protagonist could organization, a social media rockstar in your ranks, a subject matter expert, or a cartoon superhero of your logo. To help identify him or her, ask people for five adjec- tives to describe your company and two aspects of it that are unique or valuable. Look for themes or strong responses and combine them to define your protagonist’s attributes.
The antagonist is the villain. Think about it as an issue or challenge you solve. What keeps your customers awake at night? Exploring ways to solve them will help define your protagonist and your story. THE REVELATION The twists and turns you weren’t expecting are what makes fiction so compelling. We enjoy surprise and delight, because we like to feel like we’re being let in on a secret. Likewise, your organization’s story should share something unexpected with customers and prospects. THE TRANSFORMATION The final part to your story is the transformation: the thing that’s different about how you do business, and how that thing came about. What’s your value proposition? What can customers get only from you? It might be a new way of doing things or a cool new widget, but it will always be more compel- ling when you can tell people how you arrived there.
“My name is Gini. I’m a cyclist and I race every summer. I’m ultra-competitive, which doesn’t translate well while leading my team. As the founder of my organization, I’ve found getting that competitiveness out on the bike makes me a better leader when I get to work.” See how that works much better than, “we were founded in 2005 at my kitchen table.” Going out and telling your compa- ny’s entire history in chronological orrder isn’t going to fly. Choose one interesting tidbit and start there, then add in your passion, protagonist, antagonist, revelation, and transforma- tion. You’ll find people can’t help but listen. B Gini Dietrich on the art of compelling B2B brand building TO MAKE WHAT YOU DO COMPELLING, TELL PEOPLE HOW YOU GOT THERE Gini Dietrich is CEO of the integrated marketing communications firm, Arment Dietrich BACK TO CONTENTS PAGE P33 Dinner for 5_MC_FINAL.indd 33 17/08/2017 15:08 T O O L B O X The LinkedIn tools, tips and tricks every sophisticated marketer should have B2B marketing Hot or Not Are you dropping the right subjects onto team meeting agendas? Spending time slotting the right platforms into your strategy? Making the right cultural references? Leveraging the right LinkedIn tools and techniques? Decorating your office with the right stuff? It’s tough balancing on the cutting edge of B2B. Our temperature gauge for sophisticated marketers is here to help:
S o p h i s t i c a t e d M a r k e t e r 27 BACK TO CONTENTS PAGE 28 S o p h i s t i c a t e d M a r k e t e r T O O L B O X 1
worth setting your bid £1, $1 or €1 above the top end of the bid range shown in Campaign Manager. These are people with a strong propensity to buy – Sales Accepted Leads (SALs) and conversions waiting to happen. And that means these are auctions you definitely want to win. Remember that the rate at which these audiences convert to leads will end up lowering your cost per lead (CPL) overall. 2
BY JANE FLEMING that your business has identified as priorities. Since you’ve already identified them as relevant, they should have a stronger propensity to convert to leads, justifying a higher bid amount. 3
supplementing Sponsored Content and Sponsored InMail with Text Ads. Since the bids for these are typically lower, you can bid aggressively while still spreading your budget further and generating greater reach. This is ideal when you’re trying to generate leads more widely while still controlling your CPL. 4
targeting a broad audience and don’t yet know what type of click-through rate you will generate, bidding on a CPC basis will ensure you’re only spending budget when someone takes an action likely to result in a lead. However, if you’re targeting an audience that you know are likely to click (contacts from your email database, for example) then bidding on a CPM basis may well be more efficient. CPM bids are usually lower than CPC bids – so if you are confident of your click- through rate they can help you to generate leads at a lower CPL. BIDDING TO GENERATE
LEADS ON LINKEDIN? READ THESE TOP TIPS FIRST
we hold an auction for the opportunity to advertise to them through Sponsored Content and other advertising formats. We run similar auctions to deliver Sponsored InMail to members. Your bidding strategy in these auctions will have a big impact on how efficiently you convert your marketing spend into leads. It makes sense to base your bid on the likelihood of the audience you are targeting converting into leads – and the likely value to your business when they do. Base your bid on what you know about your audience – and the importance of being the business that reaches them with your lead generation campaign:
S o p h i s t i c a t e d M a r k e t e r 29 say thought leadership has led them directly to award business to a company
The proof that thought leadership generates demand Thought leadership content drives awareness and engagement for your brand – but how much impact does it actually have on B2B buying decisions? We recently conducted a survey of over 1,300 business decision-makers, to find out. Here are the key findings: AT LEAST… IT DOES IF THE QUALITY IS RIGHT of business decision- makers describe brand thought leadership content as ‘important’ 91 % spend at least 1 hour per week engaging with it
have included a company on an RFP after seeing its thought leadership
say thought leadership is “one important way I vet an organization”
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