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2012 B2B content marketing trends

By Alexandra Reid

Holger Schulze recently conducted a valuable LinkedIn survey on 2012 B2B content marketing trends that managed to attract an immodest 740 responses, the majority of which came from senior marketing professionals in high technology companies.

The survey provides answers to content marketing questions about: what’s working and what’s not; who is creating content and what they are creating; and how marketers measure content marketing results.

Overall, the report demonstrates that content marketing is expanding dramatically in terms of tactics, forms and volume of content, with 84 percent of marketers reporting an increase in content marketing production over the next 12 months, and more than 30 percent of those respondents saying they are increasing their production significantly.

However, many B2B marketers are struggling in these activities because of tight budgets and are outsourcing much of their content production to agencies to keep up with competition.

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Great articles roundup: innovation, media coverage, overly optimistic entrepreneurs, press releases, Facebook and automation

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Read Write Web, The Globe and Mail, All Things D, Small Business Trends, Social Media Examiner and ClickZ.

Why venture capital no longer defines innovation

Today’s venture capital deal flow to innovative new companies looks a lot like a fat man trying to squeeze into a slim Italian suit — it just doesn’t fit. The new shape of innovation is a lot more inclusive of new approaches and sources of startup funding. Author Michael Tchong explains what that might look like.

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Truth … and sincerity … in advertising

By Leo Valiquette

Have you seen that commercial for a teeth-whitening toothpaste that features two “sisters,” one of whom says, “as a professional photographer …” but as she speaks, a disclaimer pops up on the screen that states this is not a photographer, but an actress?

Read zero on the credibility meter.

As Alex blogged about earlier this week in her inbound marketing post, more traditional outbound marketing, in which specific messages are pushed upon a target audience in a one-way flow of information, remains an important part of the marketing mix. The good old boob tube is the best place to see examples of it done right and done horribly, horribly wrong.

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Inbound marketing: An alternative to traditional PR?

This is the eighth article in a continuing monthly series chronicling the growth path of Screach, a startup based in Newcastle upon Tyne in England’s North East. Screach is an interactive digital media platform that allows users to create real-time, two-way interactive experiences between a smart device (through the Screach app) and any content, on any screen or just within the mobile device itself. We invite your feedback.

By Alexandra Reid

When we last caught up with Screach, then called Screenreach Interactive, the startup was in the process of hiring a PR firm to promote its existing platform and to give the world an idea of the diverse projects that it was helping to create.

But just two months after beginning its relationship with a London-based firm, Screach decided to try a different approach to garner the attention of media, the general public and prospective customers.

“We couldn’t have been happier with the overall support we got from (the PR firm), and we’re definitely open to working with them in the future,” said chief strategy officer David Weinfeld. “However, the decision came down to the whole idea of how we were going to promote ourselves as a startup in a crowded market.”

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The case for inbound marketing: What’s in it for you?

By Alexandra Reid

Hubspot’s Brian Halligan coined the term “inbound marketing” to distinguish marketing activities that focus on the consumer experience from traditional outbound marketing tactics.

Inbound marketing is about earning the attention of prospective customers, media and other market influencers. This approach is different from traditional outbound marketing tactics which push messaging on target audiences.

While outbound marketing tactics still hold an important place in a company’s marketing mix, inbound marketing is gaining steam because of a fundamental shift in consumer behaviour. With new technology at their fingertips, people are more in control of what information they receive and how they receive it. As reported by Hubspot, people are skipping over TV advertisements, unsubscribing from company emails, and leaving websites because they aren’t providing them with information they value. Businesses are realizing that they have to communicate on their interest groups’ terms to earn their attention, trust and loyalty.

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