Digital Advertising in 2017: Marketing Renaissance or Rebellion?

Social media, and Facebook in particular, has quickly become a staple of many digital marketer’s toolkits. For years now, those of us in marketing have worked to increase the likes on our pages and engagement in posts. The problem is, organic reach has been on the decline for a while now. Our audience/communities are seeing very few of our social posts—unless we pay for digital advertising to get content in front of them. So, what’s going to happen with Digital Advertising in 2017? When we say few, we mean almost none. According to recent research from Social@Ogilvy, organic reach for
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Insight – It’s the Content Marketer’s Dark Horse

There, I said it. Insight is the dark horse of your content marketing strategy—and all your efforts. Why? A dark horse, as defined by Google, is “a candidate or competitor about whom little is known but who unexpectedly wins or succeeds.” And this, my friend, is the reality staring back at you from your retina display: little is known about what insights truly are, yet they are the key to your content marketing success. How and why are they important? Insights, by definition, are the deep understandings, discovering and realizations that transform the way we serve our customers, how we
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Why You Can’t Live Without Competitor Analysis and Insight When Creating Your Content Marketing Strategy

Keep your enemies close. Depending on how you spend your time, you’ve probably picked this up from Machiavelli, Petrarch, or Michael Corleone in the Godfather II. Regardless of the source, there’s a reason the saying has stuck. If you don’t know what your enemies—or business competitors—are doing, you’re only fighting half the battle. And that’s where competitor analysis and insight comes in.  Even if you don’t think of competitors as enemies, it’s important to know what they’re up to—and you get to that through deep competitive analysis. Let’s think of it as “spying for good reason”. Competitive analysis gives you
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The Digital Marketing Agency of the Future: Content Marketing Experts Weigh in on What’s in Store

For both internal teams, and digital marketing agencies alike, marketing is evolving so rapidly that it is hard to keep up – no matter how many hours you’re putting in trying to execute. Your marketing needs have grown. Digital media has expanded to a point where there are too many things to keep up with. What with social media pushing brands to engage with their audience not only in a public forum but with a unique brand voice, demands just keep on growing. To add to that, everything is going mobile and that’s a whole different ball game. Mobile has
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Algorithmic Content Marketing and Creation: The Savior or Death of the Content Marketer?

You’re sitting down with your team—or more tragically—facing the blank screen of your Mac, and you’re struggling to try to figure out the answer to, “how do I write about (fill in your topic) one more time, in a way my prospects care about and is interesting so it will drive more leads into my sales funnel?” We’ve all been there. Some of the biggest challenges we face as B2B content marketers are the time it takes to create content, the need to create a high volume of content, and the need to personalize the content for each audience segment. Data
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The Top 8 Cyber Security Marketing Challenges—and How to Overcome Them: Part 1 of 2

Here’s something we all know by now – marketing isn’t easy. Even if you have all the necessary tools, like stellar social media platforms, engaging content and a killer website, you’re going to face a number of marketing challenges. It’s still a constant hustle to captivate your entire target audience. Now imagine trying to market in the cyber security space. Practically every business uses some sort of device or software, and they need to protect their technology from attacks and data breaches. But with a never-ending list of cyber security technologies, and a plethora of options to choose from when
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How to Hire a B2B Internet Marketing Consultant: 11 Things to Consider

Hiring the Right Internet Marketing Consultant can Change Your Business Forever. This might sound funny, since I head up a boutique digital marketing agency, and depending on how you look at it, internet marketing consultants might fall under the category of competition for us. Fortunately, I’m more of a “rising tides lifts all ships” kinda guy, so I see plenty of marketing opportunities for everyone—but I digress. By hiring an internet marketing consultant, you gain the expertise and objective insight of someone who knows how to help companies like yours accomplish its marketing and business goals. It is, therefore, necessary
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How to Become a Thought Leader in Cyber Security

I’ve noticed a trend in our little corner of the world: demand for cyber security-related marketing is increasing tremendously. In the last 2 months alone, we’ve seen inquiries for digital or content marketing programs for cyber security firms or software providers in the space grow by 3x. The story’s the same—you’re an industry innovator who initially grew organically based on large government and/or private cyber security contracts, and you’ve reached a point where you need to begin a successful marketing initiative to begin driving leads. Unfortunately, you’ve probably had a less than positive experience with marketing, and are looking for
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365 Top Email Marketing Best Practices to Help You Become an Email Marketing Expert

Not being an email marketing expert myself (I’m more of a strategy, content, and creative guy), I wanted to learn more about what is essentially the most effective marketing tool in our kit: email. The bane of most marketers’ existence (just buy another list—I dare you), email marketing shares the unique distinction of being incredibly effective, yet the most under-appreciated-by-the-end-user-tactic available to us.   Earlier this year, I wanted to dig deeper into this aspect of marketing, and found that there was a wealth of information on it all over the place. So, as we did with our Periodic Table, and
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Content Marketing Inspiration Shock: Read HubSpot’s Terms of Service

When you’re looking for content marketing inspiration, it’s easy to get caught up in content overload. Every day, more than 90,000 new articles go live; every hour, more than 80,000 blog posts get published. Every minute, social media users are sharing millions of pieces of content, tweeting hundreds of thousands of thoughts, and uploading an estimated 72 hours of video content. We can get lost in focusing on the figures—we might even despair that we’ll never be found, which is why marketers can be better served by steering our focus on what content is supposed to do, and that’s help
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What Is B2B Content Marketing in 2016?

Depending on who you talk to, you’ll get all manner of responses on what defines B2B content marketing in 2016, so we’ve compiled best practices and strategies to help you plan your program. “The Times They Are a-Changin.” — Bob Dylan Once again we, as marketers, find ourselves in a time of flux. A few years back, you needed a website to get business. Then you needed SEO. Then you needed to be on Facebook. Then you needed to blog. Now it’s 2016. And everyone’s blogging. And anyone who reads my stuff (and few of you there are—most of it’s
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How to Create a B2B Content Marketing Strategy in 8 Hours or Less

So, you’ve been asked to deliver your content marketing strategy, problem is you’re just like many other B2B marketers that use content marketing — you don’t have it documented and are now scrambling for how to create a B2B content marketing strategy in 8 hours or less. Don’t fret, we’ve got you covered! One thing we’ve learned in the 10 years we’ve been helping technology companies drive their B2B content marketing efforts, is that there are the best intentions of “doing content marketing right” and then the reality of “just getting it done”. As marketers we face time, resource, budget and
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3 Healthy Living Hacks to Make Your Content Marketing More Creative

It seems that the world conspires to prevent you from making your content marketing more creative. And when it comes to content marketing, creativity matters. Unfortunately, creative inspiration is not something that we can turn on at will. We procrastinate, over-schedule, and even let fear and negativity get in the way of some of our best, and most creative content marketing efforts. Even here at MESH, where creativity is in our bones, we’re surrounded by Yogibos and Samoa Martinis, and we practice creative on a daily basis, we sometime struggle with generating our best and more creative ideas. So, in
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Winning Digital Marketing for SaaS Startups in 2016

It’s a whole wide world out there in digital marketing for Software-as-a-Service (SaaS) Startups. The abundance of data, technology and tools makes solutions that were unthinkable yesterday, today’s reality. But how do you get doctors who aren’t on social media to learn about your product (or even care)? How do you get quality control professionals across the globe to move from pen and paper to cloud and tablet? How do you get a fragmented c-suite audience to make the shift from disparate and costly office tools to a single, cloud-based solution? Over the last few years our digital marketing agency
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The 21 Top Social Networks (and Content Distribution Channels) for B2B Marketing

Whether you’re doing content marketing for apps or for the next cloud-based SAAS solution, you’re facing the same challenge as the rest of us—do more with less. And with so much content being created, and so many social networks available to us, as B2B marketers we can be left pulling our hair out wondering what channels we should focus on to drive new business. We end up asking ourselves questions like “does Facebook make sense for a B2B marketing program—and if so—HOW?” or “Is Twitter dead yet?” And with new social networks popping up all the time, we end up
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