Fast & Easy Friday: A Recap of the Week’s Top Content Articles & Insights

Instagram Stories, Pokémon Go and account-based marketing (ABM) are among some of the hot topics swarming the web this week. Of course, account-based marketing is an obvious topic for B2B marketers, but there are also some trends and takeaways that you can glean from the launch of Instagram’s latest feature and Pokemon Go. 
This week, we’ll spotlight some of the best articles spotlighting these trends and how they’ll impact B2B marketers: 
  • Build your ABM strategy: At this point, you probably know a thing or two about ABM. Rather than creating content to appeal to as many people as possible, account-based marketing encourages your team to identify key accounts and executives within these companies, and then create more tailored and relevant campaigns. If you’re looking to develop your company’s ABM strategy, this blog post from Marketo is a great place to start. It’s fun, easy to digest and outlines the five components you need in a successful strategy. 
  • Embrace Instagram Stories: The photography-based social network is focused on bolstering its features for end-users and brands alike. Snapchat’s user base is continuing to rise, so Instagram has unveiled its new Stories feature to keep pace. Stories allows users to post photos and videos that disappear in 24 hours. These Stories are typically in the moment and extremely authentic in terms of their design and execution. What does this mean for B2B marketers? That even your buyers are looking for more authentic and one-to-one storytelling. This article provides a great breakdown of how all brands can capitalize on the release of Instagram Stories. 
  • Catch ‘em all like Pokémon Go: The response to Pokémon Go has been staggering. Over the past two weeks, there have been one million unique visitors. Why has the world gravitated to the augmented reality game? Because at its core, there’s a great story and great content marketing. Sound surprising? This article provides a great overview of the content marketing principles implemented by the game creators and how other marketers can learn from their experiences. 
  • Reimagine the B2B case study: You may be asking why an article about case studies, one of the more traditional content formats, is in the same article as Instagram and Pokémon Go. The fact is, there are a lot of new ways B2B marketers can design and execute case studies so that they’re more compelling, interactive and viral. Many buyers still see case studies as their go-to resources for buying decisions, so we don’t necessarily want to push them to the side for other resources. Instead, we need to reimagine how we design and execute them for modern, digitally savvy audiences. 
Will you be embracing any of the trends outlined in this week’s blog? We’d love to hear your ideas and plans in the comments section below! 


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