7 B2B Content Marketing Tactics For Long Term Success

Man running down an infinite road into the sunset image.

I have an important question for you:

Athlete A runs a marathon in under 3 hours. Athlete B runs a 40-yard dash in under 5 seconds. Which athlete is more impressive to you?

Athlete A can run the distance, but Athlete B is explosive. ?

via GIPHY

If you’re anything like me, you answered that they’re both very impressive. And you’d be right. Having both endurance and power are extremely important. So, why am I asking this question on a blog all about marketing? Well, the most successful content marketing strategies have tactics that cover those two qualities: endurance and power. AKA long-term and short-term tactics.

For content marketing to be successful, you need those flashy, attention-grabbing campaigns to meet immediate goals. But you also need reliable, consistent, thought-provoking content to compound results over time. Below, I share the B2B content marketing tactics that combine for the greatest long-term success.

“The most successful content marketing strategies have tactics that cover two qualities: endurance and power. AKA long-term and short-term tactics.” — Annie Leuman @annieleuman Click To Tweet

7 of the Best B2B Content Marketing Tactics

Long-Term B2B Content Marketing Tactics

Tactic #1 – Blog Content

When it comes to tried and true tactics, blogging takes the cake. Blogging is some 26-years old and still drives amazing results. In fact, a recent survey from SEMrush found that it remains the most popular content type with 86% of marketers responding that it is the most important content type they create. Considering how much we marketers value optimization and data, we wouldn’t still be writing blog posts in 2020 if they didn’t drive results.

How is blogging a long-term tactic, though? Well, similar to most long-term tactics, once you start you can’t stop. A blog is a brand-owned channel and a valuable resource of relevant knowledge for your customers and prospects. Stop publishing there, and it stops being that reliable source of brand perspectives and information.

All out of new blog content ideas? Read these tips for more efficient content creation from TopRank Marketing CEO, Lee Odden.

Tactic #2 – Social Media Content

Back in 2019, Statista reported the average person spent 144 minutes per day on social media. I can only imagine that number has gone up in 2020 due to the COVID-19 health crisis. In marketing, you go where your audience is, making social media content a must for any brand both B2B and B2C.

And once again, your social media content needs to be consistent over the long term if you’re to grow your social media following into the connected group of prospects, customers, and partners that you desire. Furthermore, social media content requires constant monitoring so you’re able to capitalize on timely topics and discussions that happen on social media platforms in real time. Growing your audience on social media is a laborious and lengthy process, but it’s easily worth it to have an engaged following, ready to consume the content you distribute and promote on your platforms of choice.

How should you approach social media listening in the age of coronavirus? We have some tips for you that should help

Tactic #3 – Influencer Content

Read any other marketing blog and an influencer marketing campaign is probably classified as an ad-hoc, short-term tactic. However, here at TopRank Marketing, we believe in an always-on approach to influencer marketing.

Think about it this way: do you approach personal relationships as a one and done interaction? No, relationships require nurturing and frequent interactions in order to grow and solidify. We believe influencer relationships, and therefore influencer marketing, needs to be approached in the same way. With nurturing. With empathy. Influencers are people, too, you know.

Not sure what always-on influencer marketing looks like? View these 5 examples

Tactic #4 – Podcast Content

Starting a podcast is not for the faint of heart. It involves working with a new medium: audio. It involves publishing across several channels: Spotify, Apple Podcasts, Stitcher, etc. It involves securing guests. It involves creating thoughtful episodes. And, most importantly, it involves creating a show listeners want to tune into week after week.

It is because a podcast is intended to be a continual show or series that it’s one of our favorite B2B content marketing tactics. Here at TopRank, we think of our podcasts like TV shows. Each podcast has several seasons made up of carefully designed episodes that match the theme of the season. This allows us to use each episode and each season as a chance to further grow and engage our listeners.

If you’re wondering how you can launch your B2B podcast, start with these 10 steps.

Short-Term B2B Content Marketing Tactics

Tactic #5 – Sponsored & Guest Content

As stated above, blog content is extremely valuable. But when posted on a brand-owned blog, you’re limiting the exposure of your content to the people who already know or follow your brand. To reach a larger audience, you need to turn outward. And while more social media or email promotion could help — if it’s on a brand-owned channel you’re still limited to people who already follow you. So what about reaching a new audience?

This is where sponsored or guest content can help you reach a new audience and expand your reach in the short-term. By posting content on a different channel, you’re exposing your content and thought leadership to a different audience. For example, you can secure placement on publications in a new target vertical or write a guest post on an expert’s blog. These are one-time placements, making this tactic drive short-term results, but the pay-off of greater reach and exposure is definitely worth it.

But waitisn’t that just advertising? We explain the great content vs. advertising debate here

Tactic #6 – Digital Advertising Content

Marketers have the seemingly impossible task of delivering the right message, at the right time, to the right audience, in the right channel. That’s a lot to ask. And it’s reaching that right audience that can be really hard to do with the long-term tactics above. Like I said, using brand-owned channels can make it tough to reach a new audience.

Luckily, digital advertising content is a great short-term tactic that can help you target your ideal audience with the right message, at the right time, in the right channel. From native social media advertising to traditional display ads, these ad campaigns can help you spread your message in the short-term.

Digital advertising is best when paired with content marketing. Learn more about how to marry the two tactics here. 

Tactic #7 – eBooks, Infographics, and Larger Content Campaigns

Campaigns, like eBooks, infographics, and interactive assets, have a beginning, a middle, and an end. Because campaigns aren’t designed to last forever — you need one to end for another to begin — they make it onto our short-term tactics list.

Why are they a great short-term tactic? You can pack a ton of information and insight into a content marketing campaign. Plus, you can use a wide mix of media and strategies like influencers, video, audio, interactivity, and more to drive powerful engagement among your audience. They aren’t built to last, but they are built to pack a punch.

Birds of a Feather Flock Together

The best B2B content marketing strategies use a mix of the tactics above for both long- and short-term success. Short-term tactics help raise awareness for the long-term tactics. And long-term tactics help build up a loyal, engaged audience for future short-term campaigns. In other words, you need both. There’s a mutually beneficial relationship between all content marketing tactics. So use the list above to start plotting your course to B2B content marketing success.

Hungry for even more B2B content marketing tactics? Well, here’s 50 of them. Enjoy!

7 B2B Content Marketing Tactics For Long Term Success

Man running down an infinite road into the sunset image.

Man running down an infinite road into the sunset image.

I have an important question for you:

Athlete A runs a marathon in under 3 hours. Athlete B runs a 40-yard dash in under 5 seconds. Which athlete is more impressive to you?

Athlete A can run the distance, but Athlete B is explosive. ?

via GIPHY

If you’re anything like me, you answered that they’re both very impressive. And you’d be right. Having both endurance and power are extremely important. So, why am I asking this question on a blog all about marketing? Well, the most successful content marketing strategies have tactics that cover those two qualities: endurance and power. AKA long-term and short-term tactics.

For content marketing to be successful, you need those flashy, attention-grabbing campaigns to meet immediate goals. But you also need reliable, consistent, thought-provoking content to compound results over time. Below, I share the B2B content marketing tactics that combine for the greatest long-term success.

[bctt tweet=”“The most successful content marketing strategies have tactics that cover two qualities: endurance and power. AKA long-term and short-term tactics.” — Annie Leuman @annieleuman” username=”toprank”]

7 of the Best B2B Content Marketing Tactics

Long-Term B2B Content Marketing Tactics

Tactic #1 – Blog Content

When it comes to tried and true tactics, blogging takes the cake. Blogging is some 26-years old and still drives amazing results. In fact, a recent survey from SEMrush found that it remains the most popular content type with 86% of marketers responding that it is the most important content type they create. Considering how much we marketers value optimization and data, we wouldn’t still be writing blog posts in 2020 if they didn’t drive results.

How is blogging a long-term tactic, though? Well, similar to most long-term tactics, once you start you can’t stop. A blog is a brand-owned channel and a valuable resource of relevant knowledge for your customers and prospects. Stop publishing there, and it stops being that reliable source of brand perspectives and information.

All out of new blog content ideas? Read these tips for more efficient content creation from TopRank Marketing CEO, Lee Odden.

Tactic #2 – Social Media Content

Back in 2019, Statista reported the average person spent 144 minutes per day on social media. I can only imagine that number has gone up in 2020 due to the COVID-19 health crisis. In marketing, you go where your audience is, making social media content a must for any brand both B2B and B2C.

And once again, your social media content needs to be consistent over the long term if you’re to grow your social media following into the connected group of prospects, customers, and partners that you desire. Furthermore, social media content requires constant monitoring so you’re able to capitalize on timely topics and discussions that happen on social media platforms in real time. Growing your audience on social media is a laborious and lengthy process, but it’s easily worth it to have an engaged following, ready to consume the content you distribute and promote on your platforms of choice.

How should you approach social media listening in the age of coronavirus? We have some tips for you that should help

Tactic #3 – Influencer Content

Read any other marketing blog and an influencer marketing campaign is probably classified as an ad-hoc, short-term tactic. However, here at TopRank Marketing, we believe in an always-on approach to influencer marketing.

Think about it this way: do you approach personal relationships as a one and done interaction? No, relationships require nurturing and frequent interactions in order to grow and solidify. We believe influencer relationships, and therefore influencer marketing, needs to be approached in the same way. With nurturing. With empathy. Influencers are people, too, you know.

Not sure what always-on influencer marketing looks like? View these 5 examples

Tactic #4 – Podcast Content

Starting a podcast is not for the faint of heart. It involves working with a new medium: audio. It involves publishing across several channels: Spotify, Apple Podcasts, Stitcher, etc. It involves securing guests. It involves creating thoughtful episodes. And, most importantly, it involves creating a show listeners want to tune into week after week.

It is because a podcast is intended to be a continual show or series that it’s one of our favorite B2B content marketing tactics. Here at TopRank, we think of our podcasts like TV shows. Each podcast has several seasons made up of carefully designed episodes that match the theme of the season. This allows us to use each episode and each season as a chance to further grow and engage our listeners.

If you’re wondering how you can launch your B2B podcast, start with these 10 steps.

Short-Term B2B Content Marketing Tactics

Tactic #5 – Sponsored & Guest Content

As stated above, blog content is extremely valuable. But when posted on a brand-owned blog, you’re limiting the exposure of your content to the people who already know or follow your brand. To reach a larger audience, you need to turn outward. And while more social media or email promotion could help — if it’s on a brand-owned channel you’re still limited to people who already follow you. So what about reaching a new audience?

This is where sponsored or guest content can help you reach a new audience and expand your reach in the short-term. By posting content on a different channel, you’re exposing your content and thought leadership to a different audience. For example, you can secure placement on publications in a new target vertical or write a guest post on an expert’s blog. These are one-time placements, making this tactic drive short-term results, but the pay-off of greater reach and exposure is definitely worth it.

But wait isn’t that just advertising? We explain the great content vs. advertising debate here

Tactic #6 – Digital Advertising Content

Marketers have the seemingly impossible task of delivering the right message, at the right time, to the right audience, in the right channel. That’s a lot to ask. And it’s reaching that right audience that can be really hard to do with the long-term tactics above. Like I said, using brand-owned channels can make it tough to reach a new audience.

Luckily, digital advertising content is a great short-term tactic that can help you target your ideal audience with the right message, at the right time, in the right channel. From native social media advertising to traditional display ads, these ad campaigns can help you spread your message in the short-term.

Digital advertising is best when paired with content marketing. Learn more about how to marry the two tactics here. 

Tactic #7 – eBooks, Infographics, and Larger Content Campaigns

Campaigns, like eBooks, infographics, and interactive assets, have a beginning, a middle, and an end. Because campaigns aren’t designed to last forever — you need one to end for another to begin — they make it onto our short-term tactics list.

Why are they a great short-term tactic? You can pack a ton of information and insight into a content marketing campaign. Plus, you can use a wide mix of media and strategies like influencers, video, audio, interactivity, and more to drive powerful engagement among your audience. They aren’t built to last, but they are built to pack a punch.

Birds of a Feather Flock Together

The best B2B content marketing strategies use a mix of the tactics above for both long- and short-term success. Short-term tactics help raise awareness for the long-term tactics. And long-term tactics help build up a loyal, engaged audience for future short-term campaigns. In other words, you need both. There’s a mutually beneficial relationship between all content marketing tactics. So use the list above to start plotting your course to B2B content marketing success.

Hungry for even more B2B content marketing tactics? Well, here’s 50 of them. Enjoy!

The post 7 B2B Content Marketing Tactics For Long Term Success appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Hyperspace: 5 Surprising Marketing Lessons From ’80s Arcade Games

Video arcade filled with 1980s-era stand-up video game cabinets image.

Video arcade filled with 1980s-era stand-up video game cabinets image.

What can marketers in 2020 learn from the low-resolution stand-up video arcade games of the 1980s?

Here are five surprisingly-modern marketing lessons that we can learn from and implement today, with roots that come directly from vintage ‘80s arcade games.

Slap that fire button and let’s warp ahead and take a nostalgic look back at a simpler time in both video gaming and marketing, and then hyperspace ahead to today’s vastly different landscape.

1 — Defender: Fire & Forget for a Constant Content Cadence

Williams Defender Arcade Game
Photo by Author

Williams Electronics’ Defender is my all-time favorite stand-up video arcade game, an insidiously difficult side-scrolling spaceship-protecting-the-world shooting match juggernaut from 1981 programmed by early video game legend Eugene Jarvis.

I played Defender so much that I eventually won a local video game competition, and can still almost feel where I had callouses on my hands from hour upon hour of game-play long ago.

Defender teaches marketers the importance of keeping up a steady cadence of publishing content. In the case of Defender, the entire universe depended on firing off never-ending shots to protect humanoid figures from a variety of swiftly-moving alien invaders, while for marketers our success depends on keeping our content marketing fire buttons active to stave off audience abandonment and ghosting.

Smart content marketing features a steady publication of relevant information and best-answer content, which may not save the universe, but when done right can hold your audience’s attention and gain new customers, fans and followers through engaging content.

2 — Robotron: Find Marketing Order in a Sea of Content Chaos

Officially Robotron: 2084, this 1982 Williams 2D multi-directional shooting game also primarily developed by Eugene Jarvis is my second-favorite video game, another intensely challenging dive into a strange alien world populated by a colorful array of 8-bit digital baddies.

Robotron teaches marketers the importance of perseverance in what can at first seem like a stormy sea of digital content chaos.

Robotron’s game-play involves protecting the last humans in the universe as an intimidating collection of serious alien killing machines try to do away with the humans and — especially — you.

Marketers similarly can easily feel overwhelmed by the sheer number of social media platforms, digital asset creation apps, and the vast amount of data surrounding the content being published.

Making sense of it all takes time and a concerted effort to learn what can at first seem to be an alien landscape, which can be done when you:

3 — Donkey Kong: Take Your Marketing to “Triple Elevators” Success

via GIPHY

An entirely different flavor of ‘80s arcade game is Nintendo’s 1981 hit Donkey Kong, a deceptively simple multi-level platform game with such staying power in our culture that it is still making news in 2020, as the game’s previous world record high-score holder Billy Mitchell — who featured prominently in the cult indie hit King of Kong documentary — has filed a defamation lawsuit.

In Donkey Kong, an angry gorilla hurls barrels of death and other colorful impediments in the path of your player Mario — a character who debuted here, originally called Mr. Video and later Jumpman. Screen after screen bring newfound challenges in the game, culminating with a stage featuring intricately-timed elevators and then a diabolical conveyor belt challenge.

Donkey Kong teaches marketers that successfully avoiding obstacles can take a brand from the humblest beginning to the loftiest heights, especially when it comes to social media marketing.

Unlike Defender and Robotron, which each have many random and free-form movement elements and options, Donkey Kong instead can teach marketers the value of learning a particular industry’s unique facts to drive success in a known social media environment.

Educate your marketing Mario by dedicating the time to learn the details of each social media platform your brand is using or plans to have a presence on. We’ve written a number of recent articles exploring the latest social media firm marketing features and platform maneuvers, including these:

[bctt tweet=”“Successfully avoiding obstacles can take a brand from the humblest beginning to the loftiest heights.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Crystal Castles: Gather Gems & Avoid Tone-Deaf Marketing


Atari’s 1983 arcade game Crystal Castles is another favorite filled with its own marketing lessons even all these years later.

Controlled by a trackball and jump buttons, Crystal Castles sees the player maneuvering a bear around towering castles while picking up enticing gems and avoiding evil trees and dangerous bees.

When released, its bright, colorful graphics and catchy sounds and music — along with level graphics that flew onto and off of the screen accompanied by a tune based on Tchaikovsky’s Nutcracker Suite in a way never seen or heard before — enticed many including myself to repeatedly insert quarters and learn the peculiarities of each castle level.

Crystal Castles teaches content marketers to walk that fine and arduous line between picking up a trail of brand success gems and becoming overly confident and getting ensnared by nasty trees or dancing skeletons in the form of tone deaf marketing.

A while back for Content Marketing World we even published a retro game themed Ultimate Guide to Conquering Content Marketing.

5 — Black Widow: A Vector-Based Web of Influencer Marketing


Atari’s Black Widow hit the video arcade scene in 1982, and was among the first vector-graphic stand-up arcade cabinets.

Players control a black widow spider on its colorful web and during the game must ward off certain insects including mosquitoes, hornets, and beetles, while attracting others using the help of other insects, all the while working to prevent foes from laying eggs.

In 1982 a vector-graphics game stood out at the arcade due to the vast contrast between the darkest black pixels and the fine line-based graphics, offering a welcome escape from the standard bitmap imagery in the majority of arcade games.

Black Widow teaches marketers the importance of working together with others to achieve success beyond what can be attained alone, such as when implementing an always-on influencer marketing program.

Always-on influencer marketing is the practice of ongoing relationship-building, engagement and activation of a specified group of influencers to build community, content and brand advocacy.

In Black Widow the spider works with other insects to rid its web of enemies, and in marketing brands can find great success working with industry influencers on the web of 2020 to gain reach and engagement that can far exceed what a single marketer or team can achieve.

B2B influencer marketing is a specialty of TopRank Marketing, with several recent articles looking at this growing practice including these:

Going From Game Over To Setting Marketing High Scores

via GIPHY

The challenges today’s marketers face are vastly different from those when Defender, Robotron, Donkey Kong, Crystal Castles and Black Widow came out in the early ‘80s, however despite these difficulties there’s also never been a more opportunity-filled playing field, thanks to the vast online publishing possibilities of 2020.

Implementing a successful marketing program takes time, effort, and dedicated strategy, which leads many brands to use a top B2B influencer marketing agency such as TopRank Marketing, which was the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report.


Source: SEO blog