PHOTO:
Sonja Guina | unsplash
When B2B companies conceptualize or create content, they often write only about themselves or their products or services. While this type of content has a place, many B2B marketers use product-centric messaging on websites, lead generation pages, social media and buyer-facing materials. Forrester even found that 88% of B2B marketers admit that their homepage mainly discusses their company, products and services.
What B2B companies miss is writing for the buyer. This simple concept reframes B2B content marketing and creates value for the buyer. This approach is often preached but rarely practiced, which is likely why the Forrester report found that 59% of global tech buyers say that most content from vendors is useless.
Friday, April 2, 2021
The eight modules of Good2bSocial’s Digital Academy provide legal marketers with critical components of an effective digital marketing program adapted for the unique needs of the professional services industry. Good2bSocial’s Digital Academy fills the need for legal marketers to demonstrate that they have a baseline of digital marketing concepts, and also provides law firm CMOs an objective way to assess team members or potential hires’ legal marketing knowledge. Last week, we covered Good2bSocial’s Digital Academy’s course on search engine optimization (SEO) strategy for law firms, providing the components of an effective SEO strategy for lawyers, stressing steady and exponential website visitor growth over time which increases both search visibility and law firm credibility.