Tag Archives: content

Content-Driven Business-to-Business Marketing

28 Apr

B2B marketers are keenly aware of the importance of content-driven communications with their customers.

As reported by eMarketer: “Since the days of company newsletters sent via snail mail, business-to-business (B2B) marketers have used content marketing as a lead generation and customer relationship technique. Digital makes content marketing easier — but not easy, according to a new eMarketer report, ‘B2B Content Marketing: Best Practices for 2013.’ eMarketer defines content marketing as using content that is not, at its core, promotional material, but which is interesting or valuable for its own sake. B2B marketers should add one qualifying sentence: It is content geared to help businesspeople do their jobs better.”

Click the chart to read more.

 

B2B Content Marketing in North America

18 Dec

Marketo has summarized the results of the recent State of B2B Content Marketing in North America by MarketingProfs and the Content Marketing Institute. The report “reveals insights into how B2B marketers are using content marketing techniques and the biggest challenges they face. The results reveal that B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in the past.”

Take a look at this infographic.

 

Who’s Behind “Brand X”?

1 Dec

“Brand X” is the euphemism that is sometimes used to describe a private (store) brand. Store brands are often produced by the big-name manufacturers that occupy shelf space in the store. But, they are also produced by companies that specialize in private brands. One such company is Ralcorp, which is being acquired by food industry giant ConAgra – the maker of such popular brands as Egg Beaters, Healthy Choice, Reddi Whip, Libby’s, Wesson, and many more.

ConAgra’s purchase of Ralcorp reflects the solid popularity for the lower-priced “Brand X” version of products rather than the more expensive manufacturer brands. As Paul Ziobro and Julie Jargon report for the Wall Street Journal: “Once the deal closes, Omaha-based ConAgra will become the largest private-label food manufacturer in the U.S. During the economic downturn that began in 2008, shoppers flocked to budget-friendly store-brand items. Private-label brands—such as Trader Joe’s Joe O’s, which compete with General Mills Inc.’s Cheerios — now make up nearly 22% of packaged-food sales in the U.S., according to Nielsen data, up from 18.4% in 2007. Retailers have reason to love their in-house labels: They have profit margins about 10% to 15% higher than sales of national brands such as Kellogg and Kraft, analysts estimate. Some grocery retailers, like Target  and Safeway have even run ads to promote their store brands.”

Click the photo to read more about ConAgra’s move into private brands.

Source: Bloomberg News

 

Social Media for B2B Experts and Content Marketers

15 Nov

exploreB2B has published an excellent article on content marketing online, including business-to-business marketing.

Click the infographic to access the full report.

 

 

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