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Jimmy Fallon, Joe Pulizzi & Your B2B Content Marketing Program

About a year ago, I wrote a blog post about why I think Jimmy Fallon is a content marketing genius. But the truth is, very few of us would probably even know what content marketing is if it weren’t for Content Marketing Institute founder and evangelist Joe Pulizzi. Joe and his team have helped thousands of marketers and communicators understand, build and harness the power of content marketing within their organizations.

This year, Dix & Eaton is proud to be a small part of CMI’s story as sponsor of the B2B track at the upcoming Content Marketing World conference. While we work with organizations of all shapes and sizes, our roots in the B2B space go back all the way to our founding some 60-plus years ago. That’s why we were so excited to learn about the…

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7 critical steps to better B2B content marketing

Oh, the pressure.  Now it’s like a drumbeat from all directions.  Everyone from the CEO down wants to know what’s going on with content marketing.  They want to see content and they want to see a lot of it.  Problem is, these people are likely to be big consumers of content … B2C content.  If you’re a B2B marketing professional, you know B2B content marketing is different.  You’d like your organization to put out quality, not just quantity.  Your instincts are right.

Most B2B content is not as powerful as it should be.   Much of it seems rudderless, lacking clear purpose.  It seems too general, tossed out to a wide audience with very little useful information.  It doesn’t seem helpful and feels like a veiled sales pitch.  And, just like the people putting on the…

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The case against stand-alone Investor Relations Twitter accounts

When a company chooses to be more active with its investor relations (IR) content on Twitter, one of the first decision points revolves around whether to create a separate IR Twitter account or to incorporate IR content into the company’s existing corporate Twitter account.

(Technically this decision applies across all social media channels, but as I’ve written before, Twitter is the easiest and most commonly used social media tool for sharing IR content.)

To be clear, I’m in favor of incorporating IR content into an existing corporate account. Thus, I was glad to see Nestlé announce it is shutting down its @Nestle_IR account and directing followers to the corporate @Nestle feed. 

If you’re on the fence about whether a single corporate account or a stand-alone…

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How to market your B2B brand like a pair of pleather pants

My favorite rebranding in recent history is the shift from “pleather” to “vegan leather.” I remember being horrified in high school at the thought of seeing a pleather jacket, let alone wearing one. Today, I proudly own several “vegan leather” pieces – from fashion to office accessories – and don’t blink an eye.

So what has moved pleather from taboo to – dare I say – cool? And what does it mean for your B2B brand? The rebranding of pleather to vegan leather has two things in common with any successful B2B rebrand: using brand ambassadors to help sell your story, and telling that story with a socially responsible mindset.

Use brand ambassadors

More than a decade ago, celebrities and fashion designers used their influence to build acceptance – and favor – for vegan…

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Sustainability and social media: Made for each other

I have to give credit to Matthew Yeomans, founder of Sustainly, a sustainability communications research firm based in the U.K., for so clearly putting into words what I have felt strongly about over the past five or six years – sustainability and social media are made for each other. Sustainly is the provider of the annual Social Media Sustainability Index, which is now in its fifth year.

Here’s why sustainability and social media are such a good fit, according to Yeomans’ presentation at the Sustainable Brands conference last month in San Diego: Each is a “fundamental business philosophy,” not a tactic or strategy. He made a strong case that both social media and sustainability are underpinned by the same…

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