Community Is The #1 B2B Marketing TrendCommunity is the most important trend to understand and try to harness for your business today.
A few companies that I think are getting community right right now (yes I do all my own copywriting):
- Metadata is doing this with DEMAND (their event, their community)
- SparkToro is doing this through their blog/social/office hours and how they are helping marketers
Things get messy when you start trying to figure how to budget for it, how to justify that budget, where it fits into the broader company goals.
*And there's no perfect answer for that btw. Usually it comes down to a shared belief. We (as a leadership team) want to become known for X in our industry. And we believe it will be valuable to us over time (long term) to build an audience of Y types of people. At Drift in the early days we were able to build community because David the CEO believed in it and wasn't questioning the short term ROI of it. Hey we should be doing this. Let's invest in it for the long term. And the proof was the messages we'd get every week via email, Twitter, and LinkedIn about our podcast Seeking Wisdom. Since he had the belief, it was easy for us as marketers to execute on it. There was no BS. No justification of "why are we posting on LinkedIn' type nonsense... |
Speaking of LinkedIn ... Listen To ThisA few weeks ago Daniel Murray (founder of the Marketing Millennials) and I did a live session all about LinkedIn and helping you develop an organic content strategy (fancy terms for "figuring out what the heck to post about" |
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Event: Build A Media Company vs. Marketing
PS. Still reading? reply back and say hey.. it's always nice to get a few replies from readers. |