A review of actionable insights to inspire your B2B marketing efforts and drive measurable results.
Bob Sperber, Editor, Branded Content
As we put the wraps on 2024 and begin 2025, it’s a perfect time to reflect on what worked best and how we can make 2025 even better. This collection of articles, with links to more in-depth resources, delivers actionable insights across critical areas like maximizing media investments, producing impactful content, embracing video innovation, and adapting to tech disruptions.
Whether you’re looking to optimize your trade show efforts, improve email metrics, or get noticed in a crowded market, you’re sure to find some inspiring ideas to set you up for a productive, prosperous year ahead.
Content creation:
Many Challenges, One Solution for Content that Shines
When planning a project, one of the greatest challenges is getting key stakeholders on the same page. You can do that — literally — with a content brief to ensure internal consensus before your writer writes Word One. It’ll improve your messaging, and improve project efficiency.
Improving the Content in Your Content Marketing
Research shows that creating content is B2B marketers’ most-cited challenge. That’s why in addition to in-house experts, most also work with freelancers, agencies, and B2B media companies. In addition to this article, our white paper (linked) provides further related insights and solutions.
How to Earn Editorial Exposure and Get Noticed
There’s great value in placing paid and earned media content, but don’t overlook earned media opportunities when you can find — or create — them. This article explains how and includes idea-starters to help you generate articles and guidance to help you pitch articles to media editors.
Video trends:
Webinars: #1 Digital Marketing Performer
When researchers asked more than 1,000 B2B marketers which content channels produce the best results, webinars came out on top. This rings especially true for technical audiences who need lots of information to make wise decisions. But which type of webinar is best? Here’s help.
Shorter Videos Get Noticed, But What About Click-Throughs?
Short video interviews can be a quick and easy way to broaden reach. Especially when a respected media editor is conducting the interview, and your resident expert has knowledge to share. In this article, we introduce FastChat, an interview format in a resource-rich viewing environment to drive engagement.
Video Tip: Put Your Shorts On!
Short-format social media videos, typically 30 and 60 seconds long, are here to stay. Now that LinkedIn’s TikTok-style feed is up and running, B2B marketers can’t help but see — or make — them. This article provides market data, tips for targeting and content creation, and links to so much more.
Media spending:
6 Tips for B2B Marketing & Media ROI
These practices focus on helping you improve media-marketing ROI, justify your budget, and even defend essential brand-building activities that defy short-term measurement. Why? Because marketing isn’t just about quick returns; it’s also about ensuring that every dollar contributes to long-term business growth.
5 Ways to Leverage B2B Media for Trade Show Success
When you exhibit at a trade show, you face the daunting tasks of driving traffic to the booth and obtaining high-quality leads. This article provides five ways to work with your B2B media partners before, during, and after an expo to help ensure your expo investment pays off.
Marketing tech:
Why Bigger Email Lists Aren’t Always Better
Are your campaign metrics getting you down? Learn key causes and how to identify warning signs of underlying email list and database issues. Next, read our white paper (linked) for best practices that help you reach only the most interested buyers while protecting your budget and online reputation score.
A New Way to Find Prospects Where They Are, Not Where You Think They Might Be
Online advertising is experiencing a critical and disruptive moment: Third-party cookies are steadily going away. This article explains how you can expand your reach across the web using our Audience Extension tools while protecting your brand and optimizing your spend.
Happy holidays from all of us at Informa Markets – Engineering home to MD+DI, Design News, Powder & Bulk Solids, Battery Technology, PlasticsToday, and Packaging Digest.
