As consumer bases evolve, so must the way businesses market to them. In recent years, marketing’s greatest evolution has been the adoption of content as a fundamental part of the mix. But, this doesn’t necessarily mean that marketers have a firm grasp on the tactic.
In fact, 55 percent of B2B marketers said it’s unclear within their organizations what an effective or successful content marketing program looks like, according to the Content Marketing Institute.
Education is key to understanding content marketing and its nuances. Over time, I’ve found that these blogs are the best sources for that education.
The Content Marketing Institute is the mothership for content insights and research. Run by Joe Pulizzi, one of the founding fathers of content marketing, CMI offers industry overviews and how-to guides to jumpstart your content efforts.
Good reads: “2016 Content Marketing Toolkit: 23 Checklists, Templates, and Guides”and “B2B Content Marketing: 2016 Benchmarks, Budgets and Trends — North America”
Influence and Co. specializes in extracting thought leadership from key employees in your company. But the company’s blog touches on all aspects of content marketing — from thought leadership to content creation to lead generation and content distribution.
Good reads: “5 Unexpected Content Marketing Trends From CMI's 2016 Report” and“7 Steps to Using a Knowledge Bank to Streamline Content Creation”
Contently specializes in working with “brands-turned-publishers.” Its digital magazine, The Content Strategist, provides insights on this transition across social platforms and forms of media.
Good reads: “How to Empower Your Sales Team With Content” and “Audience-First Content: The Key to Award-Winning B2B Marketing”
The Insider focuses on content strategy that maximizes return. Consider this blog when taking an inward look at your business’s marketing operation.
Good reads: “99 Amazing Content Marketing Hub Examples” and “The 5 'Must-Do's' For a Profitable B2B Social Media Strategy”
Formerly named the Content Marketing Institute’s No. 1 content marketing blog, Convince & Convert touches on a number of industry topics, particularly “the haters.”
Good reads: “105 Ideas to Add to Your Editorial Calendar” and “The State of Hate and Why You Should Embrace Complaints”
Copyblogger believes in products that solve real-world needs for clients. Take note of its work regarding what separates copywriters from content marketers.
Good reads: “The Right Way to Think About Google” and “What’s the Difference Between Content Marketing and Copywriting?”
PR 20/20 provides content insights with a public relations lean. Much of its content addresses integrated solutions to problems that run the marketing gamut.
Good reads: “How to Build Your Own Powerful Marketing Performance Tools” and “The Road to Marketing ROI: A Beginner’s Guide to the Metrics That Matter”
If you’re looking for SEO insights, you’ve come to the right place. Co-founder Rand Fishkin refers to himself as a “wizard,” and rightfully so.
Good reads: “How to Create Audience Personas on a Budget Using Facebook Insights” and “10 Predictions for 2016 in SEO & Web Marketing”
Scripted’s content services address 10 specific industries. At its core, though, is a business that seeks to improve writing throughout content marketing.
Good reads: “Why The Content You Create In 2016 Shouldn’t Be Limited by Business Size or Budget” and “The Dark Side of Content Marketing [Infographic]”
Content strategy and planning is the name of the game for Kapost. Good for analytical minds, this company’s blog is full of case studies and research.
Good reads: “Quantifying the Cost of Inefficient Content Processes” and “The Kapost C-Suite: 2016 Is the Year of the Customer Journey”
HubSpot is far more than a software company. Beyond its product offerings, this blog is a first step toward inbound marketing certificates offered by the company. Over the years this blog has inspired me to blog more about online marketing.
Good reads: “The Anatomy of a Perfect Blog Post [Infographic]” and “How to Set and Manage Client Expectations: 8 Essential Tips”
HiP’s writers are specialists in lead and demand generation from content. Also check in with this company’s LinkedIn group, where the founders are heavily involved.
Good reads: “Bringing the Humanity Back to B2B Marketing” and “5 Tips for Better Outbound Lead Generation Results”
Kissmetrics makes sure marketers don’t get lost in the data. If you’re looking to optimize your marketing efforts through analytics, this is the place to start.
Good reads: “Five Kissmetrics Reports You Can Use to Guide Your Product Development” and “Analytics — Ignorance Is Not Bliss”
Integrated content strategy demands data to drive it. Relevance’s extensive library of e-books, whitepapers, and guides dives deeper into this industry truth.
Good reads: “Social Media and Productivity: Yes, They Can Co-Exist” and “The Complete Guide for Lifecycle Content Marketing”
If you’re looking to rid yourself of spreadsheets, Marketing.AI wants to provide the alternative. This blog’s software-driven approach addresses complex situations in content-ready organizations.
Good reads: “Customer Story: Finding the Perfect Content Marketing Solution for a Complex Organization” and “How to Turn Sales Calls into Marketing Content”
More than 200,000 marketers around the world go to B2B Marketing for industry insights and resources. When your office isn’t inspiring enough, this is the place to draw from others.
Good reads: “The Rise of Content Science” and “How to Start a Blog Aimed at Other Businesses”
HubSpot’s agency professional blog addresses nuances from font selection to micromanagement concerns. If your office isn’t quite clicking, the solution may live here.
Good reads: “How to Use Inbound Recruiting to Source, Interview & Hire Top Talent” and “What Does the Agency of 2020 Look Like?”
The Marketing Scope pledges to take a closer look at the marketing industry. Looking to perform an agency test or experiment? Check in here first.
Good reads: “How to Make Webinars Easy: Webinars for Dummies” and “The Key to Successful Content Distribution”
With an emphasis on social media and PR, Cision does an excellent job linking industry and popular culture trends. Wondering how the State of the Union address affected social posting? Look here.
Good reads: “Do ‘Unorthodox’ Social Networks Have Marketing Value?” and “What Kept Social Buzzing During the State of the Union?”
Content marketing is only part of the job. Quick Sprout understands and writes that content promotion is equally important.
Good reads: “The 8 Most Important Skills for Content Promotion (and How to Learn Them)” and “What Are The Best Times to Post on Social Media”
Our education as marketers must be continuous; it’s the nature of the beast. Knowing where to look for that education is half the battle. Consider these company blogs when planning for the other half: execution.
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