“Create less, promote more.” That’s what Salma Jefri said four years ago about content marketing. It’s a quote that appears in almost every article written about repurposing content—including this one. It’s pervasive because it’s true. Content marketing is not about creating as much content as possible; it’s about getting your content in front of as many decision-makers as possible. One possible content marketing strategy entails creating gobs and gobs of content. A smarter strategy is creating quality content that can be repurposed in a variety of ways. Here are five suggestions:
1. Collect how-tos for an eBook: Find your best and most popular how-to posts and compile them in an eBook. They could all be on the same topic and cover something very specific, or they could all be on different topics, allowing you to cast a wider net. A well-written introduction and clean design can pull them together.
2. Whittle down a whitepaper: You may not realize how many content opportunities a single whitepaper affords. Blog posts pointing back to said whitepaper and infographics illustrating some of the most interesting points are just a few examples. Use an easy-to-use infographic maker like Canva, Piktochart or Venngage.
3. Turn webinars into videos: A well-done B2B webinar takes effort—so why not use the momentum created to go to the next step? Webinars can easily be converted into video files to beef up your YouTube channel.
4. Transform picture-perfect presentations: With a few tweaks, any presentation can easily be transformed into a slide deck, which you can post on LinkedIn’s SlideShare. The site, which boasts 70 million unique visitors a month, allows users to browse presentations, videos, documents and infographics by topic or user.
5. Republish popular posts: OK, so this idea can’t exactly be described as “completely different,” but it’s effective. Find your most popular posts—i.e. the ones that still get clicks months or even years after they were originally published. Then, update and repost them—either to your blog or other sites like LinkedIn, Medium or Quora.
Troy, Mich.-based BNP Media and its DAIRY FOODS brand has joined with the Food Processing Suppliers Association’s (FPSA) Dairy Council in the fight against hunger by donating to the 2017 Defeat Hunger Campaign.
BNP Media’s donation of $2,500 will help provide approximately 7,500 meals, as the FPSA, sponsor of the Defeat Hunger campaign, works towards its overall 2017 campaign goals.
“We are pleased that Dairy Foods, as a member of BNP Media’s Food Beverage Packaging Group, and the people of BNP Media can support the Food Processing Suppliers Association and its Dairy Council with this heartfelt program that helps alleviate hunger in the Chicago area,” said John Schrei, Publishing Director at BNP Media. Continue reading this article
“Print business magazines will soon be dead” went the predictions of self-proclaimed internet gurus of the mid-1990s. But here we are, 20 years into the advertising-supported business-to-business (B2B) digital media era, and one thing is certain: B2B print magazines haven’t gone away.
What’s more, much of the growth of B2B digital media is tied to trusted brands that today have thriving multi-channel opportunities (print, digital, live) for buyers and sellers to connect in industry marketplaces.
Magazines are still popular with readers
While the business model of weekly news magazines and daily newspapers makes their future more challenging than other print products, there is no evidence that the entire magazine medium is going away. Continue reading this article
BNP Media has launched Autonomous Vehicle Technology—a new brand dedicated to the business-to-business autonomous vehicle industry. The first stage of this launch, the website www.autonomousvehicletech.com, is now online. It will be joined in May with a twice-monthly e-newsletter, and a monthly print magazine will launch in January 2018. Autonomous Vehicle Technology is the first brand dedicated to covering the connectivity, advanced electronics, mobility services and collaboration that will comprise the age of autonomy.
With major vehicle OEMs and other parties making multi-billion dollar investments in autonomous (self-driving) vehicles, the rapid development of autonomous vehicles represents a convergence of technological achievements, as well as social trends like ride sharing or smart traffic control. These technological achievements include in the areas of vehicle communications and networking, sensors and cameras, mapping and navigation, and machine learning.
“Autonomous vehicles will revolutionize transportation in many ways and promise to foster the growth of new businesses and industries, while all parties—product developers and manufacturers, engineers and researchers, regulators and consumers—rethink our relationship with the automobile and what it means ‘to drive’,” said Kevin Jost, Autonomous Vehicle Technology’s Editorial Director. Continue reading this article
With each evolutionary step the web takes, business-to-business (B2B) marketers face a challenge. Do you shift your focus to shiny and new marketing resources, or do you continue investing in the tried-and-true?
This is especially challenging for B2B marketers because much of the buzz surrounding the latest web tools is often aimed at consumers—typically younger consumers. Determining the balance of new versus traditional resources can be a difficult decision and one that you must make in the context of your specific industry. Look at the ways your potential customers use the web for research, discovery and decision-making.
One good rule of thumb is to use social media as an outpost wherever you find your customers. If you discover a concentration of people in your industry actively use one particular social media service, such as LinkedIn or Twitter, make sure to provide a steady flow of updates, helpful links and, especially, links to news stories you post on your business’ website. Continue reading this article
Using graphics—or, to be more precise, hieroglyphics—to visualize data goes back to prehistoric cave drawings. However, the modern idea of infographics is tied to statistical tools that emerged during the last quarter of the 20th century. That’s when a young graphic artist from the United Kingdom named Nigel Holmes joined the chart and maps department of Time magazine. For the next 16 years, his work there helped define and popularize the type of storytelling illustrations that everyone now calls infographics. (He calls them “explanatory graphics.”)
At the same time, a Princeton professor named Edward Tufte was pioneering a field called statistical graphics. Today, any smartphone mobile app that displays numbers can trace its design to Tufte’s work and insight. As their approaches differ greatly, Holmes and Tufte might protest being mentioned in the same article. But together, their work has influenced generations of data graphics—some great and some quite awful.
To keep your infographics great, here are some suggestions inspired by Holmes and Tufte for improving the infographics you use in your marketing. Continue reading this article
Every now and then, a company executive may fall in love with a marketing idea that they or their advertising agency dreamed up. “There’s no way this won’t work,” they convince themselves. So when it doesn’t, the poor executives are left scratching their heads in confusion.
A possible reason for such marketing failures may be found in “Wiio’s Laws,” a humorous but insightful set of principles created in the mid-1970s by Osmo Wiio, a communications professor at the University of Helsinki.
One Wiio Law explains why the advertisements we love may not click with customers: “If you are satisfied with your message, communication certainly will fail.” Continue reading this article
If you’re looking for a way to engage your customers on your social media channels, consider using a poll or survey to kick off a discussion thread. Twitter has a survey feature that is native to the platform. Facebook allows third-party apps to be used for polls and surveys on its timeline and business pages, and a native (or built-in) poll feature on its group pages.
Why a poll?
A poll question is a great conversation starter. While Facebook and Twitter take a different approach to polls, both recognize the feature can spark discussions. Unlike scientific surveys, social media polls are focused on engaging with visitors or members rather than collecting data for research purposes.
Facebook has gone back and forth on its native polling feature. As of March 2007, the feature is only available in Facebook Groups, not Facebook Pages. This is unfortunate because the feature in Facebook Groups is a great conversation starter. Starting a poll on a Facebook group is as simple as clicking a button. (See accompanying image.) Participants simply select among the optional answers you provide and comment on the survey questions as they would on any post or status update. Continue reading this article
BNP Media recently announced it has begun a trial period with MeditationWorks—a mobile stress solutions truck—as a way to promote positivity and quality of life in and out of the office for employees.
“Mindful meditation has become increasingly important to us in this hectic, smart phone-driven world. Meditation helps the mind to concentrate better, which in turn leads to more success and improve quality of life for our employees,” said BNP Media co-CEOs Mitch, Taggart and Harper Henderson. “We want to invest in their physical, emotional and mental health, and meditation is one tool for people who live in stressful environments such as work. By putting the mental health of our team members first, it has increased both creativity and focus.”
Sarah Zagacki, Senior Art Director at BNP Media, added: “MeditationWorks is a healthy way to take a break during work. Seeing colleagues make the effort is helpful for the work environment and we are all more calm in stressful situations.”
In March 2016, Jake Leider launched MeditationWorks, the first and only mobile stress solutions company. For BNP Media employees, MeditationWorks provides effective 15-minute meditation sessions to “stressed-out” people everywhere in a beautifully appointed, dedicated space—a rolling relaxation room. In this mobile unit, groups up to 15 people can practice a brief, concentrated, and creative meditation session and be on their way in just 15 minutes.
BNP Media is committed to workplace wellness, providing a positive, healthy environment for its employees, and encouraging healthy lifestyles.
When it comes to marketing online, many business-to-business (B2B) marketers focus their attention exclusively on goals related to lead generation and search engine marketing. While those goals are important, marketers should also remember that the web can be great for building long-term relationships with existing customers.
As we’ve explored before, retaining an existing customer can provide a much better ROI than continually replacing lost customers.
The key to retaining customers is to help them succeed in reaching the goal that compelled them to purchase your product or service in the first place. Here are five ways to keep customers coming back for the added value you can provide. Continue reading this article
Countless surveys point to webinars as one of the best, most cost-effective ways for business-to-business (B2B) marketers to engage their customers. And one of the top reasons is lead generation. In “Measuring the Value of Webinars,” a 2016 survey of more than 750 industry professionals, more than half of the respondents said webinars generated lead counts that exceeded their expectations. And on average, they spent only $22 per webinar registrant.
The most qualified sales leads are engaged participants, and according to BNP research, B2B webinars are some of the most engaging to customers. Our survey found that:
92% | Percentage of B2B webinar attendees who download document presentations
81% | Asked the presenter a question
60% | Participated in a polling question Continue reading this article
Webinars: Effective Branding and Positioning Tools
Webinars are effective ways to reach industry opinion leaders and influencers, according to BNP Media’s recently released research, the “Webinar Attendee Interest Study.” According to the study, corporate decision-makers like the content and format of webinars. In addition to reaching decision-makers at companies to which you currently sell, webinars can attract participants globally, potentially reaching customers you may have never targeted.
According to the research, senior executives at business-to-business (B2B) companies find webinars appealing because they don’t require time away from the office, but still provide access to new industry developments. The ability to ask questions to webinar presenters is especially popular with decision-makers, the research determined. Continue reading this article
Business-to-business (B2B) marketers today realize the value of providing learning opportunities to those who purchase (or who are considering purchasing) their products and services, according to the recently released BNP Media’s “Webinar Attendee Interest Study.” (Download your free copy here.)
93% | The percentage of business professionals who, after attending a webinar, say they will attend another one in the future.
As revealed in previous BNP Media research into the value B2B customers place on training opportunities at live events, some customers view chances to learn how to use your product successfully as valuable as the product itself. In other words, webinars are viewed as an added-value to your products. Continue reading this article
When is the best time to host a webinar? According to research by BNP Solutions, it appears that the middle of the week—and middle of the day—is the best time to host a business-to-business (B2B) webinar.
Here are five best practices that business and professional staff and managers look for when choosing to attend a webinar. Continue reading this article
Troy, Mich.- based BNP Media’s Architectural Record brand is sponsoring The University of Michigan’s Venice Architecture Biennale exhibition of “The Architectural Imagination” at the Museum of Contemporary Art Detroit (MOCAD). Opened February 11, the exhibit will run until April 16, 2017 at MOCAD, located at 4454 Woodward Avenue.
Organized by the University of Michigan Taubman College of Architecture and Urban Planning by request of the U.S. State Department, “The Architectural Imagination” features speculative architectural projects designed for specific sites in Detroit that could have applications around the world. Continue reading this article
Business-to-business (B2B) marketers who host customer webinars rank them second only to live events in terms of marketing value, according to research conducted by BNP Media appearing in the current TrendWatch eBook, “Measuring the Value of Webinars.”
It’s easy to understand why marketers are positive about webinars: Their customers have come to view the online, real-time training opportunities as an educational tool rather than merely a front for a sales pitch. Marketers rank webinars highly because their customers who participate give them high marks—so much so that they become repeat customers. According to BNP Media research, more than 93 percent of professionals who attend a webinar say they will attend one in the future.
Here are five reasons your business customers like webinars. Continue reading this article
ENR Managing Editor Tudor W. Van Hampton, whose passion for journalism, multimedia skill and management ability propelled his career, died in Indianapolis on Feb. 4 at age 39. He had battled a grade-four brain tumor that was diagnosed in early 2016.
His embrace of construction, equipment, tools, law and jobsite safety earned the respect and admiration of industry professionals.
Van Hampton had been an equipment trade publication editor and then an ENR freelancer before joining the staff in Chicago in 2002. In 2007, he covered the fatal I-35W bridge collapse in Minneapolis, which was followed a year later by a major investigative series on construction crane accidents.
For that series, Van Hampton attended a 60-hour intensive training class for tower crane operators in Phoenix and passed a national written and practical exam through the National Commission for the Certification of Crane Operators, vividly sharing the experience with ENR’s audience. In 2013, he retook the exam, passed it and became recertified. Continue reading this article
There’s a reason webinars are one of the most widely used forms of online engagement for business-to-business (B2B) marketers. According to new research from BNP Solutions, webinars are an effective way to engage customers at various points along the customer journey—from the first point of contact to long after the sales lead becomes a loyal customer. BNP’s market research team surveyed more than 750 industry professionals to discover more about the marketing value and role of webinars. Here are some highlights from that research.vcvc
Webinars reach a hard-to-reach audience: BNP’s research found that nine out of 10 professionals have attended a business webinar in the past 12 months, with more than six webinars viewed per person. Twenty-two percent of webinar attendees were located outside of the United States, suggesting that webinars could be the next best thing to an in-person event. Continue reading this article
It should come as no surprise that the majority of business-to-business (B2B) customers favor informative or helpful marketing. Funny videos or entertaining Live Events or webinars have their place, but new research from BNP Solutions shows that most B2B customers desire more substance in the marketing materials they use—they want to learn, and they want to understand more about what they’re purchasing.
BNP’s market research team surveyed more than 750 industry professionals to discover more about they they value in webinars, Live Events and videos. Here are some highlights from that research. Continue reading this article
On Friday, January 20, 2017, the 58th U.S. presidential inaugural ceremonies will take place in Washington, D.C. (Presidents have taken the oath of office 69 times, but 11 inaugural ceremonies did not take place for reasons related to war, presidential deaths or resignation.)
Inaugurations are among the largest one-day live events in the United States. While new presidents add their own personal touches to the inaugural events and pageantry, the logistics are planned months, or even years, in advance by the Joint Congressional Committee on Inaugural Ceremonies. Continue reading this article