Honestly, my first thought was to give you a list of the most shared B2B blog posts from the web.
But then it hit me: as a B2B marketer, you don’t want a popular blog post.
You want one with unique insights you can actually use.
Some of these posts have thousands of social shares. Others less than 100. However, if the posts with low share counts got published on big-name sites, they would have thousands of shares.
So, let the share counts influence the credibility you give some of the posts.
But only a little.
All of these posts have new and fascinating information that actually improves your lead gen ability.
Check ’em out:
1. How to Tie Marketing Metrics to the Data that Boards, CxOs, and Investors Really Care About – Moz Whiteboard Friday
By Rand Fishkin, Co-Founder at Moz
Okay, so I cheated a little on this one. Technically, it’s a video. But, Moz creates a written transcription too.
Moz’s stuff is all grade-A. They don’t always do B2B. But, they do rock digital marketing. And they’ve been doing it in one form or another since 1999.
Most powerful insight: I’ve heard so much debate about communicating the value of content marketing to CxOs. Rand Fishkin offers a definitive solution so you don’t have this dilemma again.
By Neil Patel, Co-Founder of Crazy Egg and Kissmetrics and Leading Online Marketing Authority
What would a list of the top B2B content marketing posts be without Neil Patel?
Incomplete. And not worth reading.
Neil has a lot of great stuff, regardless of your niche. And he has an encyclopedia of info for many individual niches.
I could have put any of a number of his posts here.
With such a tough choice, I simply decided to go with the most recent one I liked from Content Marketing Institute.
By the way, I wrote a post at CMI that got more shares (2,113) than this one by Neil (1,555).
So, eat your heart out Neil! (Click to Tweet)
Kidding…you can’t have enough fun in life! I’ve never met Neil. But, I understand he’s a fairly nice fella.
And he’s the best at producing high-quality content at scale.
I’m not even close.
Most remarkable insight: Use a “content segmentation grid.” Fancy term for a grid that helps you target B2B content by stage in the buy cycle and persona.
You really narrow in. And of course, it results better lead quality.
By Sujan Patel, Who’s So Busy You Can Call Him a “VP of Marketing” or “Consultant” Anytime And You’ll be Right
You already saw the name “Patel” on this post.
I believe Sujan is Neil Patel’s cousin.
Both are super sharp marketers.
Neil spends more time in the limelight.
And Sujan’s certainly popular and successful in his own right. You can find him on Forbes, Entrepreneur, Inc, and many other major publications.
When you work 80 hours per week like Sujan does, success becomes inevitable.
Most astounding insight: The whole post is spot on. Sujan clearly came up with these points based on experience.
And most B2B and tech companies forget content marketing is really all about helping buyers in ways meaningful to them.
My favorite point in this post is about the value you create inspiring confidence pre-sale, which certainly applies to content.
Be Lee Odden, CEO & C0-Founder of TopRank Marketing
Now, honestly I love TopRank’s content. You get much more practical information you can actually act on than you do at big-brand blogs.
Even though they’re not a huge company, TopRank remains a big name in the B2B content marketing space. They only work with true A-players who buy based on value.
Most powerful insight: They talk about the “hub-and-spoke” model of content marketing. I know they’ve had it for years. They might even be the creators of the method.
You’ll have to visit their blog to learn more about it. Super-simple to understand.
By Jay Baer, CEO and Founder of Convince & Convert
Jay Baer fights with Content Marketing Institute and TopRank Marketing for the lead in B2B content marketing.
I honestly can’t saw who’s best.
But, you get great value from any of the 3.
Jay’s consulted for all kinds of companies too – B2B and B2C.
Most remarkable insight: The title of the post gives away the high-level view on influencer marketing. Compared to the ROI you get, influencer marketing’s relatively inexpensive.
You’ll have to check out the post at Convince & Convert for full details.
By Ann Handley, Head of Content at MarketingProfs and Author of Best Seller Everybody Writes
Does anyone really use the word “slow” in a positive context anymore?
Let me know if you have an example.
Ann Handley of MarketingProfs does though.
And I have to say, I can’t disagree.
One example company in her post took 18-24 months to get all the boring stuff right (updating their analytics, website, and marketing automation platform, among other things).
They followed that up with a 60-day sprint.
At the end of all this, marketing became a valuable department that made measurable contributions to the company’s bottom line.
I think that makes a good case for going “slow.”
Most amazing insight: Gave you one already. If I had to choose another, it would be choosing to become bigger, bolder, and braver.
Ann advises B2B companies to have a personality. Anything…except a boring professional tone.
By Ardath Albee, CEO of Marketing Interactions
So we’ve heard endless posts going on and on about aligning marketing and sales.
Ardath finally shares a unique viewpoint.
And one loaded with fresh insights.
She says marketing and sales have been bickering in her more than 30 years as a marketer.
So, if you have that problem, I suggest giving this post a careful read.
Most Fascinating Insight: Neither sales nor marketing have their performance responsibilities aligned. For example, marketing gets accountability for traffic, clicks, followers and likes.
Sales must make quota and produce paying customers.
How in the world would you expect marketing and sales to get along if that’s the case?
By Nate Dame, CEO & Founder of Propecta
I’ll be the first to admit I don’t care for big-brand blogs too much. They generally offer top-of-the-funnel info that you can’t do much with.
You get much more of the helpful, nitty-gritty stuff from smaller agencies and independent thinkers.
But, Marketo makes a strong case for SEO with just a single tip in this post. So, give credit where credit’s due.
Most powerful insight: Yes, B2Bs do need to concern themselves with SEO. Learn why in the first tip in this post.
By Avinash Kaushik, Google Digital Marketing Evangelist & Co-Founder of Market Motive
Okay, so Avinash Kaushik is an analytics geek.
Actually, that was kind of mean of me.
He does geeky things, but he doesn’t fit the stereotype.
He’s one heck of a smart guy…and a damn fine writer too.
This post came out 3 years ago, even though B2B marketers still have trouble measuring ROI today.
Most fascinating insight: Ever wonder how much value to attribute to a qualified lead based on the type of content? For example, they read a social media post, blog post, white paper, and case study.
Which one contributed had what percentage of the responsibility for that reader becoming a lead?
Avinash explores 8 models, likes 2, and emphasizes 1. You’ll have to read the post to find out which one.
By Joe Pulizzi, Founder of Content Marketing Institute and Bestselling Author of Epic Content Marketing
Why do most B2B and tech companies completely ignore list-building?
Honestly, I don’t know the answer to that one.
But it makes no sense.
Because the Direct Marketing Association says you get a 3800% ROI from your list. Many other credible sources suggest similar stats.
I’ve seen up to 4300%.
Prospects only join your email list if they really love you.
Your list contains your very best customers, bar none.
Most persuasive insight: Just 1 in 3 B2B companies make growing their list a marketing goal.
When you consider its potential for ROI, that just doesn’t make any sense.
By Rachel Foster, CEO of Fresh Perspectives
White papers are still one of the most powerful content marketing tools available.
But, some companies continue to make the same mistakes in them.
Rachel’s one of the top B2B copywriters around.
So you can be sure you need to avoid these 9 mistakes.
Most interesting insight: #9 – you don’t spend enough time promoting your white paper. B2B companies as a whole don’t have high awareness on how critical promoting content is so the right buyer sees it.
She also gives brief tips on promotional strategies. A good starting point for getting the most out of your white paper.
By Hiten Shah, Cofounder and President of Kissmetrics and Crazy Egg
This guy is Neil Patel’s partner in crime.
You don’t hear as much about him because Neil stays much more in the public’s eye.
But, he’s just as instrumental to the success of Crazy Egg and Kissmetrics.
You can watch all 46 or 47 slides of Hiten’s presentation for some great info.
Most valuable insight: You get incredible value with the 5 questions he recommends you ask about your B2B content marketing strategy.
Because, most B2B companies don’t have a documented strategy. They just start publishing and producing.
And that’s a recipe for mediocrity and irrelevance.
Read Hiten’s 5 questions and answer them first.
By Steve Farnsworth, Forbes Top 50 Social Media Influencer and High Tech Consultant
It’s hard to get social media working in B2B.
Doesn’t matter if it’s Twitter, Facebook, or LinkedIn.
This post sets a solid foundation for that.
Most impressive insight: Creating a personal connection that accesses higher emotions like empathy and compassion.
Not many B2B companies do that well…or even attempt to do it.
By Doug Kessler, Co-Founder of Velocity Partners + Content Marketing Institute’s 2016 Agency of the Year
In case you didn’t notice from this picture, Doug Kessler’s the “maniac” of B2B copywriting and marketing.
In this post “B2B planner” can also refer to “content strategist,” or whoever the heck it is that’s responsible for creating your content strategy.
Apparently, no standard title exists for that.
Nonetheless, Doug nails it with 4 skills such a person needs to have.
Most useful insight: Good planners always spend time directly with the customer. Today, that may mean interacting with them on LinkedIn and stalking them on Twitter, Facebook, and B2B software review websites.
I don’t think that real kind of interaction happens much these days. Many marketers assume they know what their prospects want.
By Tom Pick, Former Independent Consultant Turned Sales Leader at Blackboard
“If a blog post is published but no one shares it on social media, does it make an impact?”
That’s Tom’s kicker of a question for content marketers.
It’s absolutely spot-on and a huge area of struggle for B2B marketers too.
Most mouth-watering insight: Tom highlights incorporating expert quotes in your content, and then letting them know you did.
Great way to get more shares and get in front of your target audience with lots of credibility right away!
If you loved those posts:
- Keep your status as the “go-to expert” in your network and share this post on LinkedIn.
- Learn how ConnectAndSell got 200% more leads per month , even though they didn’t think they had a lead generation problem.
- Check out other free B2B content resources like 37 Questions to Guide Your B2B Content Marketing So You Win More Qualified Leads.