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

It was a short week for those of us who were sending off summer with Labor Day celebrations. But there definitely wasn’t a shortage of valuable articles and insights coming out of the B2B marketing world. Here were some of our favorites that got us back into the swing of things and excited to head into the final stretch of 2016: 

  • Make your content go viral: I know what you’re probably thinking: “That’s easier said than done, Alicia!” Well, that’s a fair point. But you’ll get a great starting point if you check out this Q&A featuring Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania and author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. In this easy read, Berger discusses the innate traits that drive people to share, which can be broken down into the acronym called STEPPS. (Social Currency, Triggers, Emotion, Public, Practical Value and Stories.) You’ll also see some great examples of B2B brands pushing the limit with their marketing and why their campaigns were so powerful. This is only a small sample of the knowledge that Berger has, so we can’t wait to see him keynote at the 2017 Content2Conversion Conference
  • ABM…So hot right now: Account-based marketing is having a major moment. It seems like you can’t visit a marketing website of any kind without running into a byline or thought leadership feature on the topic. But this piece walks through the differences between ABM and Response-Based Marketing (RBM). “While ABM focuses on a set of target accounts with attributes that make good prospects,” the article states, “RBM focuses on individuals who work at companies whose profiles make good targets.” So does one beat the other, or should they coexist? This article breaks it down for us. 
  • Must-attend sessions for Dreamforce: Salesforce’s annual conference is only a few short weeks away, so B2B marketers are buzzing about some of the sessions they plan to pencil into their calendars (erm, tap into their iCals). This blog from Radius provides a great synopsis of some of the stand-out sessions, which revolve around some of the hottest trends in marketing today: ABM (again), marketing and sales alignment, and predictive analytics.
  • Measuring to win: It doesn’t sound like a lot of fun, but measurement is critical to our ongoing success as marketers. Without measuring content performance and tracking how our buyers engage with content, we can’t understand what resonates with them or how we should refine and improve moving forward. This Demand Gen Report feature summarizes some key best practices and implications for successful content measurement. Whether you’re just getting started with a measurement strategy or you’re a true measurement master, you’re bound to get some great nuggets of information. 

Are there any other articles or bylines you found to be especially valuable? Share them in the comments section below! 


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