Content encompasses almost the whole lot we learn, view, or hearken to this pandemic yr, and as our CEO Lee Odden mentioned way back, it’s additionally a part of the rationale the necessity for search started within the first place.
We’re particularly happy with the content material advertising and marketing successes our group at TopRank Marketing have achieved throughout this topsy-turvy 2020, for a wide-range of main B2B shoppers. As 2021 attracts shut, we wished to share our high content material advertising and marketing articles of the yr — every crammed with finest practices, analysis, examples, and the most recent developments.
We’re lucky to have a wealth of gifted B2B advertising and marketing professionals contributing to the TopRank B2B Marketing weblog — which celebrates its 17th yr this month — together with Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, myself, and Alexis Hall, amongst others.
Collectively this compendium of our high 10 content material advertising and marketing posts of the yr serves as a useful useful resource, crammed with sensible examples and related subjects for digital advertising and marketing professionals from CMOs to copywriters. We hope that you simply’ll discover these articles useful nicely into 2021 and much past.
Now, be part of us as we transfer on to the highest 10! These hottest content material advertising and marketing posts of the yr are ordered by a mix of search visibility and social engagement:
Our Most Popular Content Marketing Posts of 2020:
1. 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld — Lane R. Ellis
In our high content material advertising and marketing put up of the yr I share our annual record of the highest 50 content material advertising and marketing influencers to observe and study from, launched throughout this yr’s all-virtual Content Marketing World convention. You’ll study new classes from these 50 content material advertising and marketing influencers all through 2021 and right into a post-pandemic business panorama.
You can try all of my posts right here, and observe me on Twitter and LinkedIn.
“@TopRank has a long history with #CMWorld starting at the beginning, with 10 years of speaking and attending along with 7 years of partnering with @CMIContent to develop speaker and influencer content marketing campaigns.” @lanerellis Click To Tweet
2. Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results — Lee Odden
Where’s the advertising and marketing in content material advertising and marketing? In our second hottest content material advertising and marketing put up of the yr, Lee shares the right way to overcome content material creation imbalances with 10 confirmed content material promotion techniques which have stood the take a look at of time, to make your content material promotion a precedence.
Check out all of Lee’s 2,600+ posts right here, and observe him on Twitter and LinkedIn.
“An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it’s wasting the investment made in creating great content. What good is that great content if no one sees it?” @LeeOdden Click To Tweet
three. 5 Ways to Humanize B2B Content Marketing — Joshua Nite
What does it imply to “humanize” your B2B content material advertising and marketing? In our third hottest content material advertising and marketing article of the yr, our senior content material advertising and marketing supervisor Joshua Nite shares 5 methods to assist your content material make a extra human connection with an expert viewers by:
- Finding the Emotional Core
- Earning Trust
- Personalizing Efforts
- Embracing Humility
- Designing a Content Experience
You can try all of Josh’s posts right here, and observe him on Twitter and LinkedIn.
“Find the emotional stories that your solution makes possible, and make them the star of your content.” — Joshua Nite @nitewrites Click To Tweet
four. New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic — Nick Nelson
It’s undoubtedly been a yr of a lot change and upheaval, and in our fourth most learn article of the yr, our content material advertising and marketing supervisor Nick Nelson reveals how B2B content material advertising and marketing practitioners are responding, and breaks down insightful analysis from Content Marketing Institute.
You can try all of Nick’s posts right here, and observe him on Twitter and LinkedIn.
“It’s a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.” — Nick Nelson @NickNelsonMN Click To Tweet
5. 5 Examples of Effective B2B Content Marketing in Times of Crisis — Anne Leuman
What is a key issue to profitable advertising and marketing throughout a pandemic? “Being useful,” as our senior operations strategist Anne Leuman explores in our fifth hottest content material advertising and marketing put up of the yr. In this insightful piece, Anne reveals how B2B entrepreneurs can infuse extra helpfulness of their efforts, together with 5 examples of B2B manufacturers doing content material advertising and marketing proper throughout the international heath disaster.
You can try all of Anne’s posts right here, and observe her on Twitter and LinkedIn.
“The true key to success in B2B content marketing is to always come from a place of empathy. The more you’re able to understand and empathize with your target audience, the more likely you are to surface content opportunities.” @annieleuman Click To Tweet
6. 5 Steps for a More Powerful B2B Content Marketing Strategy — Lee Odden
How can entrepreneurs overcome content material consideration deficit and stand out? In our sixth hottest content material advertising and marketing article of the yr, Lee shares 5 useful steps for constructing a extra highly effective B2B content material advertising and marketing technique, utilizing:
- Ideal Customer Profiles
- Topics of Influence, Search and Social
- Editorial Plan & Content Mapping
- Content Promotion
- Mining Search, Social & Influencer Analytics
This piece is crammed with inspiration to start deliberately and constantly incorporating influencers, social media and web optimization in your B2B content material advertising and marketing efforts, to succeed in extra clients the place they’re trying, with the form of experiences that may encourage simpler engagement, income, and retention outcomes.
“Creating useful content by itself is not an effective strategy in a world of brand distrust, content attention deficit and the distractions brought by a global pandemic.” — Lee Odden @LeeOdden Click To Tweet
7. 7 B2B Content Marketing Tactics For Long Term Success — Anne Leuman
What kinds of content material can B2B entrepreneurs make the most of for driving long-term success? In the seventh most learn content material advertising and marketing piece of the yr, Anne shares seven enduring and highly effective B2B content material advertising and marketing techniques for long-term success, that includes using content material together with:
- Social Media
- Sponsored & Guest Works
- Digital Advertising
- eBooks, Infographics, and Larger Campaigns
“For content marketing to be successful, you need those flashy, attention-grabbing campaigns to meet immediate goals. But you also need reliable, consistent, thought-provoking content to compound results over time.” @annieleuman Click To Tweet
eight. Why Content Marketing is More Important Than Ever for B2B Brands — Nick Nelson
In our quantity eight high content material content material advertising and marketing put up of the yr, Nick explores why content material advertising and marketing is extra necessary than ever now for B2B manufacturers, and shares three superb examples of B2B manufacturers going past mere speak.
By offering ongoing worth and propping up your model values, you’ll see loads of worth in return, as Nick examines intimately right here.
“The challenges our world now faces with the coronavirus pandemic and social justice movement create a unique opportunity for B2B content marketing to make an impact.” — Nick Nelson @NickNelsonMN Click To Tweet
9. How Authentic Content Builds Brand Trust in Uncertain Times — Nick Nelson
Being there for your viewers, and being actual with them, presents a key alternative to strengthen relationships throughout troublesome occasions. In our ninth hottest content material advertising and marketing put up of the yr, Nick shares how genuine content material builds model belief in unsure occasions.
“Content marketing is inherently a long game, focused on building relationships first and foremost. Right now, the best way to pursue this goal is through authenticity and altruism, in the context of your business and its audience,” Nick noticed.
“There’s never been a better time to open up and share real, relatable stories. Everyone is going through something, and it can be comforting to learn how others are dealing with these unique circumstances.” — Nick Nelson @NickNelsonMN Click To Tweet
10. In Search of Trust: How Authentic Content Drives Customer Experience — Lee Odden
In at this time’s unsure digital world, how can B2B entrepreneurs double down on constructing belief with their clients? Rounding our our record of the highest content material advertising and marketing article of the years is Lee’s insightful have a look at how genuine content material drives buyer expertise.
To assist entrepreneurs higher perceive how manufacturers are profitable buyer hearts, minds, and belief with genuine content material experiences, Lee shares 5 necessary steps together with:
- Accelerating Internal Credibility
- Doubling Down on Customer Activation
- Working with External Influencers to Grow Brand Credibility
- Creating a Content Collaboration Ecosystem
- Optimizing Measurement to Customer ROI
“If you want your content to be great, ask your customers to participate.” — Lee Odden @LeeOdden Click To Tweet
Thanks TopRank Marketing Writers & Readers
Thanks to all of our high content material advertising and marketing authors for contributing these high 10 content material advertising and marketing posts of 2020 — congratulations on making the record!
Additionally, we publish a number of advertising and marketing influencer lists yearly, and we wished to share them right here as a useful approach to discover and observe a number of the main digital advertising and marketing influencers:
Another useful useful resource for B2B entrepreneurs to study crafting a profitable B2B influencer advertising and marketing program is our recently-launched Inside Influence sequence, that includes interviews with high business consultants resembling the most recent episode with Tim Williams of Onalytica.
We revealed dozens of posts this yr particularly about content material advertising and marketing, and plan to carry you much more in 2021, so keep tuned for a brand new yr of the most recent useful search business analysis and perception.
Please tell us which content material advertising and marketing subjects and concepts you’d prefer to see us deal with for 2021 — we’d love to listen to your recommendations. Feel free to go away these ideas within the feedback part under.
Many thanks to every of you who learn our weblog frequently, and to all of you who touch upon and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.