Just because it worked 5 or 10 years ago doesn’t mean it’s going to work today.
Content marketing is a necessity in this day and age. If you want to stay ahead of the competition, then you need to have a good content marketing plan in place.
Planning for 2023 starts as early as now. However, some strategies may not necessarily work. Just because it worked 5 or 10 years ago doesn’t mean it’s going to work today. You need to ditch some B2B content strategies for 2023.
In this episode, Mark Raffan shares the top B2B content strategies to ditch in 2023. He also shares the mindset shift that needs to take place and the psychology behind understanding your clients better.
Mark is a serial entrepreneur and lover of marketing, developer of thought leadership brands, and founder of Content Callout, the B2B content marketing agency.
He is the co-host of the two incredible podcasts The Content Callout (about B2B content marketing) and Negotiations Ninja Podcast (one of the top negotiations podcasts in the world).
Mark is an expert in influence, persuasion, and negotiation and has coached executives and teams in some of the largest companies in the world, and he has been referenced in Entrepreneur, Forbes, Thrive Global, and many other publications.
01:11 – Introduction
01:31 – Content marketing becoming a necessity in today’s world
04:36 – About Mark Raffan
06:03 – Negotiating in today’s marketplace and the psychology of negotiation
06:37 – Misconstrued principles from Cialdini’s work
08:44 – First content strategy to ditch in 2023
11:51 – The skills development needed to create and maintain a personal brand
12:51 – Lawyers becoming involved
16:21 – How going traditional could undermine your sales generation
17:15 – Attribution with content is NOT linear
23:08 – You don’t need to be on every single conceivable channel
32:47 – Unlikely pairs for creative thinking
34:50 – How to sell the idea of things we need to ditch
37:03 – What B2B Digital Marketers should be thinking about right now
38:30 – Connect with Mark Raffan
“The only way to succeed going forward in today’s day and age is to produce great content on the right channels for the right things.”
“The principles of negotiation, influence, and marketing are very closely tied to each other.”
“Ditch the whole idea that you need to control your employees’ social media presence online.”
“Stop trying to control your employees’ social media presence. Instead, encourage them to post and give them everything they need to position themselves as thought leaders within the space that you’re selling into.”
“The more that your employees are seen as thought leaders in your space, the easier it is to attract views and close sales.”
“Ditch the whole idea that attribution with content is linear.”
“You’ve got to be a little bit more forgiving when it comes to attribution of content that’s being generated.”
“Ditch the whole idea that you need to be on every single conceivable channel. Your buyers aren’t there.”
“Focus on the areas that make sense for your organization.”
“Just because it worked 5 or 10 years ago doesn’t mean it’s going to work today.”
Episode Links and Resources
Mark’s LinkedIn: https://www.linkedin.com/in/markraffan/
Content Callout website: https://www.contentcallout.com/
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to content marketing: https://b2bdm.com/brand-messaging/