Content Marketing Blog mint

Content Marketing Blog

B2B Panel Discussion at Schulich Marketing Conference 2015

The Schulich Marketing Association’s (SMA) Winter Conference on “Digital Disruption” faced a significant “disruption” even before it started. With the Teaching Assistants’ strike and picket lines being set up at York University, the SMA organizing committee had to scramble and arrange an alternate venue overnight. The event took place without a glitch on the morning of March 6, 2015 at the Toronto Star building on 1, Yonge Street.

MintCopy was delighted to participate in the B2B Panel Discussion, sharing the stage with other esteemed panelists, Liz Da Ponte, digital strategist at PwC Canada, Hanoz Tabak, digital marketing manager at GE Capital and Jazz Kamra from Google Canada. Robert Kozinets, the Chair of Marketing at the Schulich School of Business expertly moderated the discussion raising some very pertinent questions and getting all the panelists fired up! Not to forget the immensely interactive and enthusiastic MBA students from Schulich who made the event a runaway success. Kudos to all!       

8 Key Takeaways on B2B Digital Communications and Content Marketing  

We always aim to bring you valuable insights, trends and best practices across various industries when it comes to content marketing. At the Schulich Marketing Association’s B2B Panel Discussion, it was wonderful to hear these practical tips and advice from digital marketing practitioners out there in the real, big and fiercely competitive world of mega brands. Whether it was Hanoz from GE Capital or Jazz from Google or Liz from PwC Canada, they were all singing from the same song sheet. Here are some key takeaways from the panel discussion:

  1. Know what your customers really want to hear and add value with quality content: don’t put out volumes of content simply for the sake of being an active content marketer.
  2. Take an integrated approach: the digital landscape does not exclude traditional, offline marketing methods. Buyers spend a lot of time online, no doubt, but they still exist in the real, physical, offline world. You have to appeal to their emotions and sensibilities.
  3. ‘Personalized’ does not mean ‘personal’: know the difference and approach your customers with the content and solutions that are relevant and meaningful to them.
  4. You cannot ‘automate’ customization: the worst thing that can happen is a strong perception in the minds of your target audience that your brand is robotic and attempting to be all things to all people. BUT, it is easy to get carried away with the latest tools and technologies that allow you to automate one-to-many communications. The human touch, the relationship factor, the social conversations, these are all very important and irreplaceable even by the most advanced marketing automation systems.
  5. Focus on ROI: no matter how much you may try to demonstrate that your social media marketing and other initiatives are working, at the end of the day, it’s about showing ROI. Have the right metrics in place to measure and monitor your content marketing campaigns.   
  6. Be ready for the long haul, but be nimble and show results quickly: the C-Suite has little patience. It’s all very well to think long-term marketing strategy and even plan for it, but the bottom line has to start showing results quickly before the carpet is pulled from under your feet!
  7. Build customer lifetime value: every customer is important, but how long every customer remains a customer is far more important. Quality over quantity is critical. B2B organizations have a constant challenge of dealing with a complex, longer sales cycle and multiple influencers or decision makers. In order to enhance the lifetime value of a customer, these companies need to optimize customer experiences across every touch point: online and offline.
  8. Innovation is key: but unless it solves a problem, it’s meaningless innovation. What is the C-Suite really saying when they tell marketing to be “innovative”? They are saying, “avoid mistakes, show results now and keep the customer happy”. Marketers have to deliver on all three demands while being innovative and only then can they achieve both, top line and bottom line growth.                        

MintCopy would like to thank the Schulich Marketing Association for inviting us to this year’s Winter Conference and to participate in the exciting B2B Panel Discussion. We had a great time! 

 

Share


Recent Posts

Sheetal Pinto - 9/24/2020 06:00

You're staring at a blank page. You and your team want the best content for your landing page. It must engage. It must convert. It must really stand out. But most of all, it must resonate with your audience. So, where do you begin? Here's a tip: The best copy on landing pages reads like a customer wrote it. "This pain relief cream made my shoulder pain disappear. I slept like a baby!' is your customer writing your landing page headline. It will work much better than, "Try our quick, effective pain relief cream—buy now for 10% off".

Sheetal Pinto - 9/17/2020 06:00

When you started your business, you may have begun with a business plan. Over time, your business plan may have changed and adapted as you learned more, and the marketplace changed. The current pandemic has definitely required many businesses to pivot on their strategies. Your content strategy must be dynamic, just like your business plan. Whether you’ve been creating content for many years or are just starting to invest in content marketing, you need to start with a solid foundation.

Sheetal Pinto - 9/3/2020 05:45

Key Considerations and How to Decide 

Creating quality content to keep your SEO strategy on target and to provide relevant information to your audience can get overwhelming. Content is vital to your overall marketing plan. You need content as much as you need customers. At some point, you may think that you need to outsource your content creation. Do you hire an in-house copywriter? Should you sign on with a content agency? Both options have pros and cons. Let’s take a look at some of the considerations to think about to make the decision that is right for your business.

Sheetal Pinto - 8/27/2020 06:00

Relevance is the KEY to Writing High Ranking SEO Content

If your customer could only see the title of your last blog post, what would she know about your brand? Would the title alone be compelling enough to make her click through to find out more? Is the title clear and descriptive? Would a stranger know what the text was about without any other context? This idea of context and clarity is important to think about when you’re creating content for your website, blog, and social channels. Remember that Google, like other machines, cannot read—it can only try to guess what your content is about, from the way you lead into it—with titles, meta descriptions, headers, and keywords. Experienced SEO copywriters know how to help Google guess correctly. 

Sheetal Pinto - 8/20/2020 06:00

Here's How the Best of the Best Do It!

Content marketing is what we now call “storytelling”. Going back to the art of storytelling, think of the greats—and we don’t mean just Hans Christian Anderson, Enid Blyton, Grimm Brothers, and other master storytellers. Think of grandma, and grandpa, and Nanny Pat, and Bill the bartender, and Joe at the car repair shop, and Bob the barber, and so many others who told the most interesting stories you still fondly recall. What made them so interesting? They talked about everything from man’s first steps on the moon to today’s town gossip to why brussels sprouts are worth trying to where you can catch the best fish and how. You gave your ear to these storytellers because you trusted them to have your best interests at heart. And that, is the key to content marketing. Tell a good story but also in a way that instill trust in the audience. That’s what the best content marketers do.

Sheetal Pinto - 8/13/2020 15:07

Your In-House Assets are a Goldmine!

Even if you’re new to SEO, you know that search engine algorithms and ranking systems look for new content online. Creating content on a regular basis can seem like a daunting task and getting that content blueprint or content calendar in place can take forever. Even if you hired the best copywriters in North America, they still need the themes, topics, and ideas to come from you. Most business owners don’t realize this—you could be sitting on a treasure box of content within your company. If you are struggling with finding new ideas for content, stop trying to reinvent the wheel. Use the assets you have. Think of it a little bit like your favourite foods, many of which were created from leftovers that some creative cook decided to use instead of throwing out!

Sheetal Pinto - 8/6/2020 06:00

They say a picture is worth a thousand words. A video must be worth 100,000 or more words by that rate. Video is a powerful medium that lets your business tell a story. Consumers respond to video. Google reports that watch time for shopping-related videos grew by 5X over two years. A Google-commissioned study found that “YouTube reaches more 18 to 49 year-olds in an average week than all cable TV networks combined.” Video can be an important part of your content strategy. But it needs some support with written content. Meaningful, keyword-rich text descriptions can help increase viewership and sharing for your online videos.

Sheetal Pinto - 7/30/2020 06:00

How to Create a Case Study for Your Website

A case study is a unique content marketing tool that can be used effectively to drive leads and sales. In a B2B Marketing survey, case studies were found to be the most effective content format. Not surprising at all, because we know that everyone loves a great story! While there is so much emphasis on storytelling in online content, case studies are not as common as blog posts or video in content strategy. Let’s talk about case studies and how to write one that works for your business.

Sheetal Pinto - 7/23/2020 00:00

 Google is the most popular search engine, capturing over 70% of search market share and over 85% of mobile search. It’s used for entertainment, business, education, medical care, and more by millions of people. And yet, many people don’t realize Google’s full power as a search engine. Google has many different ways to provide users with relevant search results. As a content marketer, you should know how to search effectively and adapt your SEO strategy keeping in mind Google’s power users.

Sheetal Pinto - 7/16/2020 06:00

“How-to" content is a popular motif for almost every industry. Readers enjoy these online tutorials and educational learning materials. Google reported back in 2015 that 91% of smartphone users turned to their device while completing tasks and called these “micro-moments”. An estimated 100 million hours of “how-to content” was consumed in North America alone that year. In 2020, the number is, undoubtedly, a lot higher. Consumers want to know how to do things and want to do themselves or at least understand the process. Digital marketing can tap into that need by producing content to solve problems. Taking advantage of these micro-moments through “how-to” content can deliver significant results for your branding and visibility.