The B2B Weekly Roundup: July 16


The B2B Weekly Roundup

On the heels of Microsoft’s strategy and re-org announcements last week, we get down to some digital B2B basics here. Dan Pacifico reminds us that satisfying users is not only a good content strategy but also smart, and necessary, SEO practice. Leanne Terpak highlights key social marketing stats for B2B marketers, while colleague Andy DeBrunner suggests the social media platform Tumblr, now owned by Yahoo, is worth watching. Jenn Vitello shares a great post on how and why to integrate relationships and influencers into your content marketing program. And rounding out this roundup, Andy Hunt reviews ambitious plans unveiled by Dropbox at its first developer’s conference. Enjoy.

Chuck Manners, CEO

Search: Satisfying the User Should Be Your Number 1 SEO Ranking Factor

The idea of satisfying a visitor’s needs with good content on your site is not a new concept. It is, however, an idea that doesn’t necessarily get associated with SEO. Recently published a post that talks about user satisfaction as a tangible ranking signal to the Google algorithm. Too often in the B2B world we look towards tactics that can quickly fix issues we are having in our digital space and this blog post shows that tactics can work for SEO but more so that SEO needs to be integrated into the larger strategy and marketing plan so that we can provide long-lasting improvements to websites.

Dan Pacifico, Search Marketing Analyst

Analytics: 10 Social Marketing Stats You Need To Know Right Now

In this blog, Mickael Bentz shares ten social marketing statistics that every marketer needs to know. Some of my favorites for B2B include:

  • 59% of Twitter users visited a B2B tech site during the study period, compared to 40% of average Internet users. (Source: Compete)
  • 30% of Twitter users search for B2B tech brands, compared to 12% of average Internet users. (Source: Compete)
  • 21% of surveyed B2B marketers say social media has the biggest impact on their lead generation goals. (Source: Marketing Charts)
  • CMOs spend 8.4% of their budgets on social media. Over the next year, that number is expected to increase to 11.5%, and in the next five years it will reach 21.6%. (Source: Duke University Fuqua School of Business CMO study).

Leanne Terpak, Analytics Director

Social Media: Tumblr Brings Better Search and Ad Potential to Mobile

One social media platform that doesn’t get a whole lot of B2B buzz is Tumblr. While it’s true that Tumblr’s demographics strongly index toward a younger cohort, it doesn’t mean that it’s not worth keeping an eye on. There are several reasons for us B2B marketers to watch this nascent network, so let’s take a look at a few of them in a little more detail. First, young people will grow up, so while your competition is focusing on the “now” you can cultivate a community of passionate fans of the future. Second, Tumblr’s latest mobile release makes it easy to find information on your favorite topics. Couple that with a possible future option to pay to appear in search results, and suddenly Tumblr could become very helpful for companies in niche industries that struggle to find relevant audiences online. Finally, and perhaps the most important reason to watch Tumblr, is the fact that it’s now owned by Yahoo which is now run by Marissa Meyer. Yahoo has invested heavily (to the tune of $1.1 billion) in the future of the platform and with Meyer, formerly of Google, at the helm, it could prove to be a very worthwhile endeavor. Hopefully they don’t let this opportunity Flickr out.

Andy DeBrunner, Social Media Manager

Content: Using Influencers to Enhance Your B2B Content Strategy

Integrating relationships with industry influencers into your B2B content strategy is a great way to bolster your content marketing efforts. Your company benefits from free, quality content with a wider reach to targeted audiences. To get started, first you should know who those influencers are (talk to your sales teams, search by keyword, use Twitter and LinkedIn). Once you’ve identified your top B2B industry influencers, prioritize them based on impact and then arrange a meeting at an industry event or a call with one of your respected subject matter experts. Let them know how easy you are to work with and that the relationship will be a collaborative and reciprocal one. Investing the time upfront will pay off in the end.

Jenn Vitello, Content Manager

Digital Trend Watch: Could Dropbox Become your Company’s File Server of the Future?

Dropbox had its first developer’s conference this week and rolled out some impressive ambitions and new services. Now with over 175 million users swapping more than 1 billion files every day, Dropbox is positioning itself as “your hard drive of the future”. Beyond the use of a future singular data storage solution, there are some interesting possibilities for Dropbox to be used as “your file server of the future.” Getting the variety of data silos talking together can be a huge struggle. A single solution for data storage with a powerful API and easy-to-use features like the “Drop-ins” they’ve described are very attractive. And it all syncs too? Can your file server do that?

Andy Hunt, Director of Marketing Technology

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