Blogging & podcasting

SUMMARY: B2B marketers often face the challenge of getting the specialized industry knowledge their audience will value out of the heads of subject matter experts and into the hands of the media and content marketers.

This case study looks at how a global Internet security services company, with clients such as Google and Microsoft, leveraged its massive amount of internal data into easily consumable quarterly trend reports, and drove a 261% increase in media coverage over two years. read the complete case study

SUMMARY: The FTC’s updated Guidelines on endorsements and testimonials affected more than blogger relations and product claims. The guidelines also govern the use of street teams.

Read how and when your street teams should make disclosures to avoid FTC scrutiny. Includes four recommendations from word-of-mouth marketing experts. read the complete article

SUMMARY: If response to your print and online advertising is sagging or if you’re on a limited marketing budget, don’t despair. Let PR fill the void.

See how one marketer dumped most of their ad budget in favor of targeting journalists with a simple letter outlining their service and pointing out their similar demographics.

The tactic is working -- with PR, a blog and their affiliate network, they’re seeing 22% membership growth. And they're getting mentions in leading publications, including O, The Oprah Magazine, Consumer Reports and Redbook. read the complete interview

SUMMARY: We continue our look back at 2009. Despite the challenges brought about by the recession, marketers managed to do more with less, demonstrating resolve and creative thinking through revealing case studies, best practices and new insights.

Below, you’ll find links to five B2B articles from 2009 that show how marketers tackled their top challenges and pursued their priorities for the year, including:
o Optimizing lead nurturing campaigns to deal with a long sales cycle
o Adding social media to the marketing mix
o Improving SEO through corporate blogging read the complete article

By Anne Holland, Content Director

Starting a blog is easy. Keeping a blog going for more than a few months is hard. If you are one of the relatively few, the proud, the multi-year bloggers, you should give yourself a gold medal for sustained effort above most people’s capacities.

However, is your hard work really paying off as much as it could?

Very few blogs are optimized for success. Here are the top 5 action items I’ve... read the complete blog post