December 20, 2018 4:10 pm
1. ‘You have to have support from the C-suite’: Brands struggle with moving marketing in-house
The first of three links from those clever people at Digiday, this piece touches on a challenge for big brands. Even as an agency, we’re not against it. But don’t underestimate what it takes to move different kinds of marketing in-house.
2. Inside Sony Music’s in-house creative agency
And here’s just an example, in this case, taking over the work of a creative agency, at a particular creative company.
3. ‘Home run for us’: Inside Chase’s in-house agency
And don’t think this is all about brands and agencies. Publishers – for some time now experts at creating content for other companies as well as their own media channels – are a genuine option too.
4. 9 things I’ve learned about podcasting for B2B
We’re betting big (well, bigger) on audio and voice search in 2019. We liked the practical advice in this piece, and its B2B focus.
5. Ooh, shiny! Stop letting random acts of content derail your content strategy
We wrote a while ago about random acts of capitalisation, but this post is more important, if truth be told. With limited time/budgets, staying focused on your content strategy – and having a content strategy in the first place – is so important.
6. What’s trending: The role of emotion in B2B content marketing
Including this because it’s so often easier to associate emotional content with B2C. But everyone in B2B is an emotional animal too. So here’s some science, and some tactics.
7. The inspiring inbox: Email best practices that encourage opens and clicks [Infographic]
Email marketing is still a must-have for most brands. Here’s how to do it better. (Bonus points for this infographic format too. Agree?)
8. How to use LinkedIn as a brand publishing platform
We’ve taught classes about effective use of content on LinkedIn, having partnered with the company for our largest brand publishing deal a few years back. This piece takes things even further. Don’t underestimate LinkedIn.
9. 5 content marketing strategies for niche B2B industries
Above average, practical advice.
10. No one reads anymore. What does it mean for B2B content marketing?
We would challenge the opening premise here. Many people do still read – and even long-form content does well. But we’ve all met people who say they don’t read. That they’re “visual people”. Where does that leave us?
11. 5 ways fiction writing can help you produce more effective copy
Lastly, with several published authors on the team, this piece caught our collective eye. Find your inspiration where you can. Stay creative. Experiment.
12. Great storytelling: Why your brand should be the supporting character, not the hero
And we had to include this one. This is so hard to do but at the heart of some of the best brand content. Content shouldn’t be about you but about your customers. Make them the hero of the piece.
Why 12 links for once? It’s more Twelve Days of Christmas than Dirty Dozen. Have a good break and see you in 2019.