Getting back to the business of B2B marketing

By Susan Muegge

Why are you doing the YourTurnChallenge?

When I had a full-time job, I was a Seth Godin addict--I loved the brevity of his posts and the impact of his ideas in the marketplace. In recent years, I have spent more time Spartan racing and leading missions personally and focusing on employment screening professionally.

It's time to reclaim my personal brand and re-enter the conversation on B2B marketing and content marketing--my first professional love. Somehow, I got recruited into B2B marketing for HR almost 10 years ago with Starr Tincup, now the Starr Conspiracy, and I have remained there professionally since--with the exception of five years of teaching college classes.

Let's get this party started.

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Instagram: Thank you for scheduled posts...and reposts!

After extensive changes that make marketing through Facebook even more difficul t , Instagram marketing and posting (which is also owned by Facebook) is becoming easier. If you use Buffer , Hootsuite , Soci , or any other social media management tool, you #instalife just got easier. Now, instead of posting from your phone to Instagram, you simply schedule and the post becomes live at the preset time, like all other social networks. How does this help you tell your story? We all, as business owners and entrepreneurs, have a story to tell. Instagram allows us to tell it visually, and to reach audiences unavailable on other social networks. With every post, we create a visual storyboard that reaches an increasingly attention-starved world. When you can project your message, your story in seconds, you magnify your reach. How do you tell your story on Instagram? Clarity in your profile, an Instagram aesthetic, tagging and distilled images are the key. My favorite Instagram examp...

Deep breath: Facebook changed.

Facebook has changed its strategy when working with businesses to protect users--what's a business owner to do? The reality of it is, for most businesses who have been using Facebook to authentically engage with their audiences, the strategy need not change in major ways. Facebook is still accepting posts from businesses, and they're still all about posting beautiful, relevant content for users. Google's similar strategy This change is similar to the Google changes that have been made over the past decade with tags and SEO. At the beginning, SEO was a game in which coders would generate hundreds of tags and place them behind the page to create a search presence. The content that the user saw did not necessarily relate to these tags, and the content didn't have to be good; it was basically the wrapping to deliver the tags to the web. As Google grew more sophisticated, so did the content strategy. Businesses actually had to write content engaging to the reader and...

The Social Media Starting Kit (Part 3): Calendars and Management

You've got a profile, you've got ideas for a few posts and images, and now it's time to begin posting. But, how do you bring strategy in? When do you post? Where do you post? How do you keep from becoming a slave to your social media? That's where the next two crucial elements of social media management come in: calendars and management. First off, each social media platform has different needs, and each audience within the platform has different expectations. The average consumer expects a response from a corporation in Twitter, and 72 percent of people who complain on Twitter expect a response within an hour, per the HubSpot blog . Otherwise there are standard best practices for when to post and how often to post on each network. Image courtesy of Fast Company SproutSocial posted earlier this year about the best times to post on each social media network for engagement . It is an incredibly thorough post, and I would recommend reading it to begin charting ...

Susan Does Social

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