B2B Marketing Blog

John Doe

Architect & Engineer

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B2B Marketing News Simply Put - June 2022 (1)

Welcome to the June 2022 edition of B2B Marketing Industry News Simply Put!

If you are a B2B marketing professional, trying to keep up with content marketing, SEO, and social media, and also short on time, then you’re in good company.

Join me as I go through some of the most important recent insights and topics!

New Study Looks at the Most Effective LinkedIn Post Types in 2022

A recent study done by SocialInsider and CloudCampaign portrays some of the best-performing formats on LinkedIn.

The study reaffirms there increased chances of reach using:

  • Native content – such as PDFs uploaded directly to the platform (vs links that take people out of the platform).
  • Video content – uploading videos generate the highest engagement per impression rate for small to mid-sized accounts.

Not groundbreaking but a good refreshment. You can read the full research here.

Google May 2022 Core Update Is Now Complete

Google’s most recent core algorithm update began rolling out on May 25 and has officially completed on June 9.

These events are almost never easy to decipher. Some folks talked about the update targeting websites with AI-generated content. However, this was not confirmed by Google or any of its official liaisons.

As a general rule, in order to increase organic presence focus on overall content quality and its added value. That trumps all algorithms and technicalities.

LinkedIn Adds New Event Engagement Options, Simplified ‘Repost’ Process

LinkedIn’s attempt to increase user interaction comes as no surprise given its record levels of user activity.

With more than 24,000 events being added to the app each week, LinkedIn is now preparing to roll out new comment engagement features for LinkedIn Events. These new options aim to increase the likelihood of users participating in discussions while also promoting your event.

Additionally, LinkedIn is making it simpler to share changes on LinkedIn by adding a new, streamlined “Repost” option to the “Share” menu.

Reposting on LinkedIn will soon be available with the first release already in progress.

TrustRadius’ new B2B report – The age of the self-serve buyer is here

The yearly study report from TrustRadius, The B2B Buying Disconnect, examines trends in business technology purchases from a YoY standpoint.

TrustRadius was able to identify 5 major trends in technology acquisition. Data from 2185 surveyees shows that Gen Z and Millennials are leading the way, but these significant trends apply to all demographics.

Pore over some of the key takeaways from the analysis:

  1. Virtually 100% of the buyers wish to self-serve part or all of their buying decisions – up from 13% in 2021. Tech buyers are mostly in transparent pricings, demos or free trials, and customer reviews.
  2. 40% of the surveyees said that “having to contact sales for a demo or free trial” makes a vendor less purchasable.
  3. Buyers named cold-calling as the number one reason to avoid buying software solutions.
  4. 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites.

Read more about TrustRadius’ report here!

#B2BMX: NLA Recap: As ABM Strategies Advance, Alignment & Personalization Enter The Spotlight

#B2BMX: NLA offered hundreds of skill-level-specific workshops (beginning, intermediate, expert, and advanced) to let marketers of various ABM experience levels feel empowered.

Here is a recap of the key insights that participants received:

  1. 72 percent of B2B enterprises with seven or more sales channels grew faster than their competitors. This goes to enforce the need for holistic marketing, from offline to online, social media, podcasts – you name it.
  2. 80% of respondents said that performance guarantees are essential. These could be conversions, increase in organic traffic, free trials, demo requests, etc.
  3. Companies able to provide personalized outreach and one-to-one customization were 1.75 times more likely to have increased their market share.

For more insights from B2BMX: NLA check out the event now on-demand!

Twitter to Expand Into Long-Form Content

Twitter recently confirmed that they are preparing to roll out a new feature called Twitter Notes. This will allow users to publish article-length media-rich content.

This is huge news for B2Bs as they can now leverage the platform more efficiently. We’re all familiar with marketers creating numbered Twitter threads to connect a series of tweets together or sharing screenshots of long-form content with their audience.

Twitter is expected to launch Twitter Notes in the next few weeks unless Twitter’s internal turbulences prevent this.

Here’s the official confirmation announced by Twitter on June 22.

Wrapping up

These were some of the biggest news updates of the B2B marketing industry in June 2022. Feel free to send us your questions or give a shoutout to folks we’ve missed!

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John Doe

Architect & Engineer

We love that guy

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Virtual or in-person, we are optimistic about what 2022 holds for us in terms of conferences throughout the world. Brands such as Digiday+, Admonsters, AvertisingWeek are already facilitating registration to some of their events – so without further ado, here is the full list of the most important 2022 events designed for digital publishers:









Digiday CMO Summit

Attend the Media CMO Summit, where Digiday will bring together a select group of marketing executives from media, advertising, and retail to explore the behavioral trends they’re relying on to identify possibilities. CMOs January 25-26, 2022 Virtual Buy Tickets Sponsorships

Digiday Publishing Summit

Attend the Digiday Publishing Summit to see how media organizations are developing and adjusting their business models as we navigate this Covid era. As a result of this event, you will have a deeper knowledge of how other media organizations are working to create a more sustainable future. Global Publishing Execs March 28 – 30, 2022 Vail, CO, USA Buy Tickets Sponsorships

Digiday Media Buying

While business and revenue may be returning to normal, how are agencies guaranteeing the strength and authenticity of their DE&I initiatives? How are they assisting their teams as they transition to hybrid workforces? How does the metaverse factor into all of this? Attend us at Digiday’s Media Buying Summit as experts examine the challenges and triumphs associated with addressing these critical issues. Agency & Brand Leaders March 7-9, 2022 New Orleans, LA, USA Buy Tickets Sponsorships
​​Digiday Programmatic Marketing Summit Join the Digiday Programmatic Marketing Summit, where they’ll bring together senior executives from leading agencies and brands for a candid discussion about how they’re preparing for change and what it means to be competitive in a new environment of programmatic marketing. Marketers June, 2022 TBA Tickets N/A Sponsorships
Content Marketing World Conference and Expo You’ll be a part of the only event where attendees can learn from the industry’s best and also spend four days with the CMWorld community. Are you prepared to expand your business while also inspiring your audience? Join CMWorld to obtain the materials and information necessary to implement a content marketing strategy within your organization. Publishers, Marketers September 13 – 16, 2022 Cleveland, OH, USA Tickets N/A Sponsorships
DBW Global The wide industry of publishing will be gathered virtually in 2022 through DBW Global. The program will feature thought leaders and forward-thinking publishers from around the world. Publishers September 16, 2022 Virtual Free N/A


AWEurope’s programming will be unrivaled, with skill-building lectures, inspirational keynotes, and thought-provoking discussions aimed at unifying the marketing, media, technology, and creativity industries and driving change. Acquire the tools and information necessary to advance your career. Marketers, Tech, Creatives March 28 – 3, 2022 London, UK Tickets N/A N/A
Programmatic Pioneers Summit Join the leading European programmatic conference with 250+ leaders from Europe’s top agencies and tech companies and shape the future of your industry. Advertisers, Agency owners May 24 – 25, 2022 London, UK Buy Tickets Sponsorships

Digital Enterprise Show

The global expo will feature over 300 of the world’s leading technology companies, a congress featuring 500 of the world’s leading experts sharing their successes in Digital Business Transformation, and thousands of visitors who will engage in dialogue about the impact of digital on business and enterprise competitiveness. CMOs, CEOs, CTOs June 21 – 22, 2022 Malaga, ES Buy Tickets Sponsorships
The Publishing Show Discussed topics: paywalls, subscriptions, marketing, data analytics, technology, eCommerce, and community building through four distinct content theatres.

Whether you’re an owner, CEO, MD, or publisher, or work in editorial, sales, marketing, digital, data, circulation, subscriptions, or design/production, there are insights and solutions for everyone, as well as affordable ways to attend.

CEOs, MD, Publishers, Sales, Marketing March 8 – 9, 2022 London, UK Buy Tickets Sponsorships
Publishers Forum Spring More info soon! Publishers, Marketers March 6 – 9, 2022 St. Petersburg, FL, USA Buy Tickets N/A
Ops 2022 – AdMonsters More info soon! Advertisers, Publishers, Marketers June 6-7, 2022 New York, NY, USA Tickets N/A N/A
Publishers Forum Summer More info soon! Publishers, Marketers August 14-17, 2022 Montreal, QC, Canada Tickets N/A N/APublishers Forum Spring Fall
Publishers Forum Spring Fall More info soon! Publishers, Marketers November 6-9, 2022 Nashville, TN, USA Tickets N/A

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John Doe

Architect & Engineer

We love that guy

Want to become a revenue-first marketer_ Measure these 5 marketing metrics


B2B marketers are obsessed with measuring metrics.

I get it because I’m in your shoes. We want to track our progress, optimize our campaigns, and show that our marketing programs work.

But this pursuit of metrics can also lead to focusing on the wrong ones.

For example, measuring vanity metrics can make you feel good, but they don’t help you figure out what to do next.

To answer your question, vanity metrics include the likes of social content, social followers, the total number of website visitors (with no reference to traffic sources or relevancy), and the list goes on.

Ego is a hard thing to feed.

So, what are the metrics you need to live by?

It all comes down to being a revenue-first marketer.

That is how you prove your marketing team’s value to your company – by showing how marketing contributes to the bottom line.

And I know many CMOs struggle to find the right metrics that will earn them credibility, especially when 80% of CEOs don’t trust the efforts of their marketing teams.

Optimizing for revenue-related metrics will help you move away from the outdated lead generation playbook and adapt to the way people create meaningful relationships and ultimately buy B2B products/services today.

Measure the metrics that really matter

By focusing on demand generation and brand marketing (rather than lead generation), you’ll improve all the five revenue-related metrics you have to measure.

So, let’s dive into them now.

1. Direct-sourced revenue

Revenue generated as a result of marketing activities (in this context, marketing-influenced revenue should be your secondary metric).

In your attribution reports, you can analyze the revenue source and identify the inbound marketing opportunities that converted into paying customers (and compare it to the total revenue generated).

2. Qualified pipeline generated / SQOs (Sales Qualified Opportunities)

Your marketing-sourced pipeline refers to the qualified opportunities with a probability greater than 20% of becoming customers.

Similar to the direct-sourced revenue, you can see the number of marketing-sourced SQLs that have converted into qualified pipeline and calculate the conversion rate from SQLs to SQOs.

3. Sales win rate

This rate is the percentage of opportunities that closed and became customers, divided by the total number of opportunities in your pipeline.

4. Sales cycle length

The time it takes for leads to move through the sales pipeline until they become customers.

You will experience a shorter sales cycle if your marketing efforts are geared in the right direction.

5. CAC (Customer Acquisition Cost)

Your CAC is the total sales and marketing costs required to acquire a new customer over a specific time period.

In order to calculate it, you have to figure out your average marketing/sales cycle.

Change your marketing mindset

Optimizing for metrics that matter will make you a better marketer.

Here’s why.

Most B2B companies don’t have the patience to do the actual marketing and force marketers to hit leads/MQLs quotas.

So they focus on collecting as many leads as possible, resulting in low-quality leads with low or no buying intent. The thing is that marketers can easily manipulate these numbers as their company sets a higher number of leads bar.

But these leads don’t drive business results.

Simply put, lead generation prioritizes quantity over quality and negatively impacts your revenue-related metrics.

Instead, you want to build your brand (your reputation), establish trust, and create demand by educating your audiences at scale about the problem you solve, the product/solution you offer, and your strategic narrative, so they’ll consider you when the time is right.

With this buyer-centric mindset, quality leads will be a natural outcome and not an end goal, and your revenue-related metrics will shine.

Don’t let attribution reports trick you

When you create demand in awareness channels, many of the touchpoints with your audiences that lead to B2B purchases can’t be measured: organic social, podcasts, online events, community, word of mouth, earned PR, Youtube videos, etc.

In turn, these efforts will increase direct traffic (a traffic source that is overlooked as a marketing win) and organic traffic (in particular branded search terms), and bring in new customers.

Yes, your attribution reports will NOT show these efforts in awareness channels as revenue sources, but they’ll show up as direct or organic channels-sourced revenue.

But as marketers, we have to do the things that are most effective, bearing in mind the causation even if we can’t show the direct correlation.

Now is the time…

…to change your marketing mindset and step into the demand generation and brand marketing game to drive real business results.

If you rely only on lead generation, you’ve already lost the battle to companies that adapt their marketing to how buyers buy B2B products/services.

When your marketing efforts are geared toward demand generation and brand marketing, rather than lead generation, you will see higher revenue contribution, increased SQOs and sales win rates, shorter sales cycles, and lower CAC.

And think about this: as long as you hit your numbers, you’ll gain more trust and credibility and be able to do more of the brand marketing.

Life is too short for doing marketing that isn’t making an impact on revenue.

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John Doe

Architect & Engineer

We love that guy

Publishing events in 2021 - the full list


I’ll keep it brief, took the liberty of mapping out all core publisher events happening throughout  2021, both online and offline, plus all the essential information you’ll need in order to make the most out of them – you’re welcome and stay safe!

Without further ado, here is the full list of the most important 2021 events designed for publishers:

Name Date Location Description Target audience Opportunities Tickets
Digiday Programmatic Marketing Summit LIVE May 17-19 Virtual At the Digiday Programmatic Marketing Summit LIVE, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Media CMO Summit LIVE July 18-20 Virtual Please join us at our Digiday Media CMO Summit LIVE this summer where we will be joined by over two dozen of the top Chief Marketing Officers in the industry as we dive into some of the biggest shifts across media and marketing, striving for an honest take on post-Covid strategies. From customer acquisition to brand safety, we will be tackling the biggest challenges CMOs are facing as we move into the back half of 2021. CMOs Sponsor
Buy Tickets
Digiday Publishing Summit September 27-29 Miami, FL At the Digiday Publishing Summit, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Media Buying Summit October 19-21 Miami, FL At the Digiday Media Buying Summit, we’ll explore how agencies are changing the way they operate while adjusting to new norms, as social platforms tumble and as regulations and client requests get stronger. From the ins and outs of brand safety to new technologies to working across platforms, join us for a look at the challenges and opportunities ahead. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Publishing Summit Europe October 25-27 Barcelona, Spain At the Digiday Publishing Summit Europe, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Programmatic Marketing Summit November 8-10 Scottsdale, AZ At the Digiday Programmatic Marketing Summit, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
The Publishing Show June 22-23 London, UK We’re curating our conference with the help and guidance from the superstars in our 2020 Advisory Board to bring fresh ideas and insights from leading minds in the executive support community. Publishing professionals Speaker Buy Tickets
Digital Media Europe November 9-10 Virtual We’re committed to continuing the Digital Media Europe conference tradition — bringing together the brightest media minds from around the world! #DME21 will cover two main topics over two days: Subscription Marketing and Premium Advertising. This includes a special focus on local media. Marketers and Advertisers
IAB NewFronts 2021 May 3-6 Virtual IAB NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest digital content from the biggest names in media and entertainment. This must-attend showcase brings together thousands of brands, agencies, and media buyers for a week full of digital content presentations and celebrity talent, while kickstarting discussions about issues critical to the future of the media industry. Brands, Agencies, and Media Buyers Sponsor Request Invite
IAB Podcast Upfront May 11-13 Virtual IAB Podcast Upfront 2021 is a special marketplace designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Leading audio and podcast companies will showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand. Brands, Agencies, and Media Buyers Sponsor Request Invite
Digital Enterprise Show May 18-20 Madrid, Spain Digital Enterprise Show enables digital business transformation to happen, gathering cutting edge technologies and top-notch speakers to meet delegates´ objectives, challenges and needs. It is a high potential B2B platform to generate business, elevate the brand, strengthen thought leadership and reinforce business relationships with relevant stakeholders. C-Level Executives and Purchase Decision-makers Exhibit Buy Tickets
ATS London 2021 November 3-4 London, UK The marketing industry is standing at a crossroads. The deprecation of third-party cookies, restrictions on the use of identifiers, and the passing of strict privacy legislation into law, means that the industry has to rethink how it markets to consumers. Big Tech platforms are set to thrive in this first-party world, but does this mean the end of the open internet and independent AdTech? No. This is the industry’s golden opportunity to reimagine how to measure and target, from a privacy-first, consumer-centric position. Publishers and Advertisers Sponsor Buy Tickets
Programmatic Pioneers Summit May 25-27 Virtual Accelerate your in-house programmatic journey to gain more control and cost effectively deliver a winning marketing strategy. Digitalise first party data to better segment and target your consumers with more personalised messages across all online channels. Innovate your TV and mobile advertising strategy to better target specific groups in a trusted environment at a scale. Brands, Agencies and Publishers Speaker Free and Paid Tickets
Advertising Week Europe May 10-13 Virtual Historically an event focused on the who and the where, bringing a-list names to iconic venues throughout London, AWEurope is adapting in 2021. And while you can still expect rockstars in the form of thought leaders and virtual destinations that inspire, this year we’re focused on the how and the why. We’ll convene to answer these questions together – offering solutions to help you elevate your career, grow your brand, and prepare for the greatest challenges ahead. Publishers and Advertisers Buy Tickets
Digital Book World West July 12-14 Seattle, WA Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
Digital Book World 2021 September 13-15 Nashville, TN Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
DBW Global 2021 September 16-17 Virtual This virtual conference, coming on the heels of the in-person Digital Book World 2021 (Sept 13-15, Nashville TN), will feature best practices and thought leadership from across the entire planet, spanning every type of publishing in existence: trade, scholarly, independent, educational, corporate, and much more. Educators, Students, Librarians Buy Tickets
PROGRAMMATIC I/O October 25-26 New York, NY PROGRAMMATIC I/O brings elite speakers, attendees, and sponsors together with the common goal of educating marketers, publishers and agencies on the latest in data-driven marketing. Marketers, Publishers and Agencies Buy Tickets
Technology for Marketing September 29-30 London, UK Technology for Marketing brings together marketers and decision‐makers with the newest marketing technologies. It’s the UK’s only event dedicated to martech. One space for marketers to nurture their next big Idea. A space to gather actionable inspiration from marketing gurus who’ll share their glimpse of the future. Marketers, Publishers and Agencies Sponsor N/A
Content Marketing World Conference and Expo September 28 – October 1 Cleveland, OH You’ll be part of the one event where attendees learn from the best in the content marketing industry and also have an opportunity to spend four days with the CMWorld community. Are you ready to grow your business and inspire your audience? Join us at CMWorld and gain materials and knowledge you need to take a content marketing strategy back to your team. Marketers, Publishers and Agencies Sponsor Buy Tickets

Let us know in the comments below if and what conferences are you planning to attend in 2021!

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John Doe

Architect & Engineer

We love that guy

Google says duplicate content is NOT penalizing your search ranking


In what is one of the more interesting and debated SEO topics, it turns out, maybe not surprisingly, that as with anything, Google apply judgement and don’t automatically penalize duplicate content whether it’s within your website pages or content across the web. John Mueller, the lead of the Search Relations team at Google, recently confirmed that the search engine algorithms don’t negatively score repeated content across pages.

The exact quote:

“With that kind of duplicate content it’s not so much that there’s a negative score associated with it. It’s more that, if we find exactly the same information on multiple pages on the web, and someone searches specifically for that piece of information, then we’ll try to find the best matching page.

So if you have the same content on multiple pages then we won’t show all of these pages. We’ll try to pick one of them and show that. So it’s not that there’s any negative signal associated with that. In a lot of cases that’s kind of normal that you have some amount of shared content across some of the pages.”

When is duplicate content OK (hint: it’s not about originality it’s about quality and context)

The rule of thumb: remember what google are trying to figure out – it’s what are people searching for and what’s the best page to answer that.

So, for things such as boilerplate content (short standardized paragraphs such as “about us” statements you may end up adding to many blog posts, PRs and pages), product descriptions, website footers, landing pages, and others that feature “substantive blocks of content within or across domains that either completely match other content or are appreciably similar” (right from the horse’s mouth), it’s actually normal to have some amount of duplicate content. The good news is that Google accounts for this and handles it without deliberately hurting your ranking score.

In other words, your about us boilerplates a gazillion times across the web is not an issue. Just as your legal texts across the website isn’t. It’s not causing confusion, people aren’t searching for that. And if they are, google decide which page it makes the most sense to show.

The bad news is that this is just one factor of the larger and broader search experience, meaning you don’t get a free pass here – you need to always consider the search intent and how what you’re publishing is in the best service of that. 

I’m going meta on duplicate content here with an example of how judgment is applied even when google potentially show results that trump their own content at the google blog for the sake of quality. The context (and meta part) quotes:

“And sometimes the person who wrote it first is not the one for example that is the most relevant.

So we see this a lot of times for example with our own blog posts where we will write a blog post and we’ll put the information we want to share on our blog post and someone will copy that content and they will add a lot of extra information around it.

It’s like, here’s what Google really wants to tell you and it’s like reading between the lines and the secret to Google’s algorithms.

And when someone is searching it’s like maybe they want to find the original source. Maybe they want to find this more elaborate… exploration of the content itself.

So, just because something is original doesn’t mean that it’s the one that is the most relevant when someone is looking for that information.”

Spoiling the party a big – things to consider

At the end of the day, you won’t be able to decide which version is the most relevant to a specific search query as Google does that for you. In turn, links, content metrics, and other ranking signals that search engines apply won’t be credited to the desired URL.

Also, pages with multiple versions of the same content suffer from low visibility, which can be further thinned out with other sites that have trouble distinguishing the best piece of content.

Make sure to not try to be smart and block access to duplicate content, you’ll only be doing yourself a disservice. If Google can’t crawl all the pages with duplicate content, it can’t consolidate all of its ranking signals so it starts treating those pages as separate and unique. Use the rel=”canonical” link element to mark the specific URLs as duplicates so they’re treated as copies.

Word of warning: don’t abuse this. Google still penalizes content that is deliberately duplicated in an attempt to manipulate users and as such, rankings. The worst that can happen here is the site being entirely removed from the search engine and not appearing in search results any longer.

What about duplicating content to syndication platforms such as Medium and Business2Community?

The known dilemma is that this provides good reach but since they don’t use a canonical, it’s scary to get penalized in the worst case, and in the better scenario to get cannibalized for the same keywords your original article is targeting. Google states:

Syndicate carefully: If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article.”

We’ve reached out to the Business2Community team, here’s what they had to say about this:

“Regarding managing syndicated content, Google provides a variety of options for site owners to consider and each option has its own pros and cons. These options include:

  • No-indexing the content entirely
  • Providing a link within the body of the article back to the original source
  • Using a canonical tag

Based on our research and years of industry experience, we have chosen to provide a link within the body of the post back to the original source. At the bottom of every piece of syndicated content on our site, you will see the following:

This article originally appeared on (insert name of blog/hyperlink) and has been republished with permission.””

This is fairly in line with the overall premise we’re discussing here. My advice – Keep your high level goals in mind. if your brand doesn’t yet generate massive reach, use those platforms to get under the radar of more people. Google won’t penalize you for it and showing up a rank or two under medium or business2community under certain keywords, while getting credited for it may not be a bad thing in the overall scheme of things.

At Bold we go for a median tactic – we syndicate some of our clients content to those platforms.

Technically navigating duplicate content

Apart from rel=canonical labeling, here are best practices to indicate your preferred page to Google:

  • Use 301 redirects to refer a duplicate page to the original one and avoid them competing with each other.
  • Set the preferred domain and/or parameter handling to indicate to Googlebot how to crawl and treat different URL parameters. This can be set via Google Search Console.
  • Be consistent with your internal linking. The absence ‘www’ or ‘/’ can make a difference as http://www.example.com/page/, http://www.example.com/page, and http://example.com/page/ are three different pages in this case.
  • Get to know how and where your CMS displays content so you reduce repetitions in different formats as well (e.g. previews).
  • Add a bit of voice and personality with your wording to create unique content.

Summing things up

As time goes by and Google evolves, the focus on user experience and intent extends. Don’t put any decision on autopilot, and don’t cling to technical rules of thumb. The high level big picture should guide you. Things aren’t binary. Duplicate content isn’t entirely wrong, the context and intent are what matter.




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John Doe

Architect & Engineer

We love that guy

how to write blog posts that build trust


Writing for B2B audiences is a tricky gig. Getting people to like it? Even trickier.

The shift from brand to customer-centric content went largely unnoticed by many content creators who still rely on the same old tactics. Writing a catchy title, organizing the content in a way that makes it easy to read, being clear about the value proposition: those are all essential, but they’re not enough to make it appealing and build trust.

No bullet point or emphasis on a product benefit will make an impact unless you put yourself in the shoes of your audience. I’ll try to demystify the main characteristics of both bad and good B2B posts so hopefully, you can write a winning one each and every time.

Let’s start with the bad stuff.

What you are (likely) doing wrong

When dealing with new clients, I find there are usual suspects responsible for their previous content falling short of their expectations.

1. It’s more of the same.

The current climate in the world of B2B blogging can only be described as an echo chamber. There is a large number of regurgitated and repackaged blog posts floating around the web that bring little to no value to business-specific audiences. In fact, generic content can significantly hurt your brand as it implies you have nothing new to add to the conversation.

Spiderman GIF

2. It’s boring.

Because B2B content is generally considered high-level and technical by default, the writing often tends to be dry, too formal, devoid of any personality, and in some cases even patronizing – all the ingredients for a bad first impression from which there is no recovery.

3. It’s not attuned to the audience’s needs.

There is a wide array of issues here but mostly it’s about content being too complex and/or overly promotional. Flexing your tech expertise and your solution’s brilliance is not appropriate each time. Readers expect to learn something new, solve a problem they’re facing, perhaps even brighten up their day – not read about things they already know or don’t pertain to their challenges.

Onto the good :)

How to spice up your content and make it engaging

Creating original content is essential.

This should be common sense but for some reason, it isn’t. What characterizes B2B readers is their ongoing search for solutions to their problems. The first step in creating unique and engaging content is ensuring there is a foundation on which you can build up. Meaning, every piece of your content needs to have sufficient quality insights and be focused on fresh new perspectives, and that means validating your ideas (aka covering the topics your customers are interested in).

Not all topics hold equal value. You could write a perfect article but still fail to make an impact if you don’t supply your audience with information they care about.

  • Use tools such as Google Trends, AnswerThePublic, MarketMuse, and BuzzSumo to search for popular topics and searches across all categories.
  • Ask your target audience – reach out directly to your current customers, be upfront on social media or make polls and surveys to find out what topics and content types your readers are interested in. What challenges they’d like you to write about and help them solve? This can not only help you brainstorm ideas based on the feedback but also improve the relationship with your audience as it shows you care about their opinion and needs.
  • In the same manner, be diligent and delve into social listening so you can be privy to conversations and trends happening both around your brand and your industry as a whole.

Next – keep your audience’s emotions in mind. This is arguably the biggest change for 2021 and beyond. We’ve all endured a lot staying indoors for the better part of the past 12 months and certain businesses didn’t fare well amid the global crisis. All of this can have a strange effect on your buyer persona, which is why having their emotional mindset on top of your fingertips is very important. Be sympathetic so your readers can identify with you and eliminate phrases or descriptions that feel overused. Seriously – how many times have you read and heard some form of ‘uncertainty’ lately?

Confused Man GIF

On that note, be deliberate with your word choice. The more descriptive and powerful your word choice is, the stronger the emotional pull is to stick around and read through to the end. It’s easy to fall into clichés so be as specific as possible with your words, tone, and style. Feel free to borrow from the vocabulary your audience uses as it shows you’re part of the gang and can help establish a stronger connection.

Also, incorporate storytelling into your blog posts. B2B narrative can often feel cold and dry so use storytelling to make your content deep and get an authentic human touch. We instinctively visualize a story inside our mind when we read and if you make it entertaining, educational yet easily relatable, it’s going to stand out (plus it’s a great practice for your social effort too). A bit of humor always helps to make your content more enjoyable and convey your message in a more approachable way – especially in these uncertain times.

Bonus tip: Use our Bold checklist

To make sure we cover all the bases, we use a unique checklist. For every specific piece, we go through it to make sure we didn’t forget anything. It’s the most straightforward way to create a routine of best practices and make sure each piece of content is held to the same high standard.


The ever-shifting trends in content writing have left many companies struggling to achieve positive results in the heavily saturated marketplace filled with cookie-cutter content. Fortunately, the solutions to this problem are simple if you only readjust your mindset.

By paying close attention to your audience’s needs and utilizing all of the available techniques during topic selection, you will effectively solve all of the problems hindering your blog’s full potential. Remember: good content both engages and moves the audience closer to your marketing objective.


You can write remarkable content that’s spot on but hit the mark distributing and promoting it, so nobody will read it. We’ll cover that in a different post.

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John Doe

Architect & Engineer

We love that guy


Google released their yearly “search on” video. And it’s awesome.

TLDW: AI advancements are happening around the clock.

⁃ videos are being scanned and tags are rolled out as chapters, enabling people to land directly on the part relevant to their search intent

How Google understands specific terms and key words in YouTube videos

⁃ Searches with spelling mistakes will be adjusted at a much more accurate scale

⁃ Specific searches will be answered more accurately due to the ability to understand the semantics a page is about and provide better long-tail results

⁃ Broad searches – same as above

⁃ Google lens will enable adding an image of a text and then listening to it

⁃ AR advancements are taking a leap, empowering education as well as maps

⁃ Journalists studio is getting a boost via a new tool called pinpoint enabling searching resources efficiently with some strong tier-1 publishers taking part

⁃ Searching for images of things you want to buy will soon become second nature as the visual search engine continues to improve

⁃ Bonus awesome feature “hum to search” – find that song stuck in your head

What does this mean for businesses? Keep investing in quality content.

Google are constantly evolving their ability to identify what your content is truly about and just how helpful and relevant it is to what people are searching for.

The better your content, the higher you’ll rank in results. It’s becoming as simple as that.


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John Doe

Architect & Engineer

We love that guy

excel vs crm - what you need to know


I am sure as an excel user you probably use the same basic calculation functions. Are you doing the same with your Marketing Automation platform?

Hands down Microsoft Excel is probably the most important invention of the 21st Century. It is one of the very few products that every single person on earth is required to have some familiarity with regardless of their status or station in life. And without a doubt it is considered to be the Godfather of all CRMs and Marketing Automation platforms. So regardless of any new tool or sexy platform that arises excel will always be the familiar comfort place we will all resort to when we don’t get how these new platforms work.

It’s therefore not surprising that there’re so many businesses using excel to run their sales, marketing and customer service efforts today– not just the small or start-up enterprises, but also some well-established businesses that have been in existence for many years. Is yours one of them?

I know excel could seem easier to use, and even capable of managing your customer relationships. However, it’s not the most efficient way to collect, analyze and manage business data, especially if you are looking to grow in the near future.

Let’s do a quick comparison of Excel vs CRM. The winner is clear, and hopefully by the end of this article, you will be convinced and appreciate the need to adopt a CRM for your business – especially if your business is growing.

But just before that, let’s make sure we are on the same page.

What is a CRM?

CRM is an acronym for Customer Relationship Management, and as the name infers, it’s a system for managing relationships with your customers. It’s designed with the aim to help foster stronger customer relationships and improve sales and retention by having quality conversations with prospects and customers.

Like a CRM, excel can be used to collect, store, analyse and manage business data. So what’s the difference or the big deal with opting to use excel over the CRM?

Here are 8 basic comparison points to help you decide:

Excel CRM
Collaboration Multiple users can’t access one excel sheet at the same time unless it’s uploaded on google drive, making it hard to collaborate. Multiple users can access and work from the same database at the same time. This improves collaboration between departments.
Integration Can’t be integrated with other business tools to enhance efficiency for example emails, and automation tools. Can be integrated with many other business tools that make every day working of the business more efficient, for example emails, automation tools and project management and communication tools like Slack and WhatsApp.
Analytics and Reporting Performing analytics and creating reports takes a lot of time because you’ll need to create and generate each report manually. CRM’s have automated analytics and reporting capabilities which allows you to generate up to date reports by the click of a button.
Business management and leadership With excel the sales or marketing person has to manually send updates to the management or leadership teams. They have no way of getting real time updates of what’s going on with every sales, marketing or service activity. With a CRM, Management/leadership teams get real-time updates of what is happening with the sales, marketing and service teams. They need not wait, follow up or micromanage employees to be in the know.
Time Value A lot of time is wasted because each entry has to be done manually, and in carrying out many other repetitive tasks. Manual data entry opens a door for human error. Since manual data entry is replaced by automated systems, time is saved for sales or marketing people to do what they are actually hired to do – sell or market the business to generate revenue. Human error is also minimised.
Automation Every task e.g. sending out emails, following up with customers and prospects has to be done manually. CRM’s allow for creation of workflows. These take automatic actions, e.g. send out certain communication when a prospect/customer takes a particular action. This makes you more efficient
Customer Experience Data is usually segmented and takes time to dig up the history and previous communication with a prospect/client, which usually leads to broken flow of communication with them. As a result, customer experience and satisfaction is reduced. CRM’s provide a holistic view of the customer engagement and relationship. With the ability to view all and up to date communication with a prospect/client, you are able to continue the flow of conversation in the right direction. This provides a more fulfilling customer experience and better relationship.
Return on investment They say time is money. Time wasted in doing manual repetitive tasks, instead of more productive activities, costs your organization money. Research has showed that average return on investment for CRM is $8.71 dollars for every dollar spent.
Scalability As your company grows and customer relationships evolve, and excel sheet soon becomes insufficient. E.g. excel won’t tell you when to give a certain customer a follow up call or when to upsell them. As a result you miss out on great opportunities. CRM are more scalable tools. You will get notifications when to follow up on a certain client, or better yet, can use automated workflows to send follow up messages for you. You are also able to take advantage of opportunities to upsell at the right time.


More Benefits of the CRM


  • Higher revenue – improved efficiency and a holistic view of your customers allows you to take advantage of the right moments to cross sell and upsell with higher success rates. This also reduces the chances if attrition.
  • Healthier pipeline – Having a holistic view of your pipeline enables you to prioritize deals more diligently. Therefore your pipeline isn’t clogged up and you remain committed to the bottom line.

When should you adopt a CRM?

Many businesses start small and it works well to manage their data in emails and spreadsheets like excel. As a result, data usually ends up segmented in different places i.e. in people’s laptops and emails.

However, as the business grows, it becomes difficult to use. Data and flow of communication with clients is easily lost along the way or takes too long to retrieve. Then the business starts to feel the pain of disorganization and poor data management, which is usually accompanied by data, customer and financial loss.

Don’t wait for that time. The earlier you adopt a CRM, the better for you.

How do you decide which CRM to use?

There are a lot of CRM options of available.

First you need to decide what your need needs are. Understand what you are looking for.

Then consider the CRM’s:

  • Simplicity – it should be easy for your team to use.
  • Relevance – it should be able to meet your specific needs
  • Integration – does it integrate well with your business tools?
  • Analytics and reporting – does it offer custom reporting and performance tracking.
  • Communication tracking – it should be able to track interactions from your customers from emails, phone conversations and online chats.
  • Affordability – look out for hidden charges which could be in form of maintenance fees, need to pay extra for additional contacts or reporting ability, overage charges for data storage etc.

For more insights on why businesses should invest in a CRM and not rely on excel, listen here as sales experts Resa Gooding and John Golden discuss.

Ready for your first CRM? Let us know in the comments below.

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John Doe

Architect & Engineer

We love that guy

How to leverage Google NLP API for content optimization header


If you haven’t heard or used Google NLP API, you’ve seriously missed out on a great opportunity to optimize your content. Here’s your chance to rectify that oversight.

Google NLP API is a free tool that uses machine learning to analyze text and reveal insights based on its structure and meaning (well, technically it’s a tool for enterprises that isn’t free but this post will cover how you can leverage the tool demo). You can use the tool to get a better understanding of social media interactions and customer conversations and maybe most importantly – the underlying technology is the same Google uses for its search engine, meaning it’s a perfect way to have your content truly optimized.

How, you ask? By following these guidelines:

1. A keyword is still the most important part

How you start your campaign is likely how you’ll finish it. Targeting keywords with no search volumes is throwing money (and time) down the drain. When picking the right keyword, always adhere to these rules:

  • Low keyword difficulty/competition to make it easier to rank on the first SERP
  • High search volume, depending on the niche
  • Couple relevancy with intent for more precise targeting

2. Check out the top results

Having a top-ranking website means taking care of a number of ranking factors. It’s always a good idea to check out what google provides as the top results for your target keywords in order to follow suit and match the intent. For this exercise, we’ll search for ‘growth hacking small business’ and copy an entire page’s content from a website that ranks first in Google.

google search results page screenshot for growth hacks small business screenshot

3. Analyze in Google NLP

This is where things get interesting. Paste the content in the Natural Language API demo box and press ‘Analyze’.

The tool will categorize the content into four elements:

  • Entities
  • Sentiment
  • Syntax
  • Categories

Entities’ lists people, organizations, numbers, and other entries (entities) in the text, and generally helps with the selection of important words for your niche. Words with salience (the importance of the entity to the entire text) above 0.00 are typically a good pick for your niche (the maximum score is 1).

The ‘Sentiment’ category highlights positive (green), neutral (beige), and negative (red) sentences based on their sentiment, along with a magnitude score (ranging from zero to infinity) that shows the strength of sentiment. Both positive and negative sentences relay useful information about the content on a scale from -1.0 to 1.0. That’s where most of your focus should be, while neutral sentences refer to the type of content that is common knowledge.

‘Syntax’ correlates the structure of each sentence with plenty of diagrams.

Finally, ‘Categories’ shows if your content belongs in the right category or niche you are ranking for with a Confidence score (from 0.00 to 1). Your aim is to change the wording so that your content fits your niche if your score is low.

Bonus tip: use a Google spreadsheet for easier organization.

Roll up your sleeves and optimize

And that’s pretty much it – now it’s time to put Google NLP API to good use based on well-ranking content you gathered. This practical tool is very easy to apply and can help you improve the precision of your writing ability when it comes to specific niches and categories. That’s all you can ask for, isn’t it?

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John Doe

Architect & Engineer

We love that guy



Content is evolving and if you want to survive, you should, too.

The funny thing about technological evolution is that we rarely see it coming. Computers in the living room? Ha, what a joke. Mobile phones? Who in their right mind would want to carry a phone around! Social media? Why would you want to know what everyone’s thinking about?

Yet, all these things came to pass. The skepticism of the majority has, almost by default, been followed by new and exciting marketing opportunities, too. They follow new tech and the rage against the machine like a creeping shadow from a Stephen King novel and only the brave and the Bold (see what I did there?) seize the opportunity when it presents itself.

That’s exactly what I’m going to discuss here. The next step in technological evolution, what it means for marketers, as well as which challenges and opportunities they may encounter in the near future.

Shall we, then?

5G and mobile video

The 5G technology is not all the rage yet, but I’m willing to bet you that the hype is just around the corner. The technology is so promising that it made Apple and Qualcomm, two fierce rivals who’ve been duking it out on courts for ages, bury the hatchet. Samsung has just pushed its first 5G phone and Huawei has been under immense pressure from the West for one reason only – they’re extremely capable at building 5G infrastructure.

There are multiple reasons that make 5G an exciting piece of tech. Sure, the Internet of Things and connected cars are some of them, but the one that makes it particularly interesting for marketers is the fact that it will allow a lot more video to be consumed on the go.

And oh boy, will video be consumed on the go! Don’t take my word for it, check this Statista chart out:

Global mobile video traffic from 2017 to 2022

Researchers expect mobile video traffic to grow more than three times between 2019 and 2022. Obviously, marketers need to pay close attention and make sure they use the new trend to their advantage, but they also need to be extra careful not to ruin the opportunity. I’d say us marketers should keep an eye out on these challenges:

Producing quality video

The good news? you’re not making a Marvel movie, you don’t need a huge team and a ton of expensive gear. But that also doesn’t mean you can use that 1995 potato of a phone you have lying around to create compelling content. There are many friendly tools these days that enable creating really great videos without a full production in place.

Keep your ear to the ground regarding search engines

With the emergence of not only video but also audio (more on that later), search engines are adapting and are bound to keep doing so. We’re already seeing this in action for quite a while now. YouTube, for example, has an automatic transcribing feature. Facebook is now actually listening to the audio in the videos you post and showing different content in your newsfeed based on the data they aggregate. All these elements will help search engines index and search through video content. And given that search engines are orienting towards context and relevancy, that’s something you should definitely keep on your radar. Even if video platforms don’t automatically transcribe your videos, make sure you add the transcriptions manually. Search engines are almost entirely interested in getting users relevant content and if the transcription can help them do that – they’ll help you get visibility.

Adjust the message to the medium

I can’t stress this enough. Different platforms have different approaches to video, and that can make or break your mobile video content strategy. You know that (annoying) mantra that almost all YouTube creators end their videos with?

“Don’t forget to hit the subscribe button, give this video a thumbs up and comment below.”

While some believe this is baseless tradition being carried down from one content creator to another, without real effect, Google is actually recommending it through its Creator Academy Bootcamp. It’s recommending it because it knows it works.

helping you navigate your startup to marketing stardom

You know what else? The length of the video is crucial. YouTube encourages longer videos because they’re easier to monetize. If you haven’t already, I highly recommend you watch this PewDiePie video (it’s not really 10 minutes long, it’s much shorter than that).

What this means is that YouTube will give more visibility to clips that follow its unwritten rules of longer videos that invite people to comment, like, share and subscribe.

Facebook, on the other hand, does the exact opposite. They encourage shorter videos and as per clickbaits? I’ve recently interviewed, Facebook marketing guru Mari Smith on my podcast and learned that Facebook’s new algorithm penalizes video content in which people are invited to “like, share and subscribe.”

What should you take from this? That you need to be extra careful and adjust your messaging to the platform you’re sharing your content in.

Audio is back with a vengeance

Video may have killed the radio star, but the radio star seems to be back from the dead, a bit transformed but stronger than ever. He’s coming back, carrying two main ‘weapons’. First, the recent emergence of the smart home speaker, whose growth seems unstoppable at the moment.

Technavio marketing report

Source: technavio

From less than 50 million two years ago, to more than 225 million three years from now, that’s what we’re looking at, in terms of growth. Insane!

The second ‘weapon’ is the podcast. Its popularity is surging, especially in the US, where we’re seeing a 10% jump year-on-yearThe Infinite Dial’s report says virtually all numbers are up, from the amount of people tuning in to podcasts, to those listening in their cars.

And to make things even more relevant – the podcast ad market is about to explode. Businesses that are currently throwing some cash at the general direction of podcasts are doing it from their ‘experimental’ budgets, so it’s safe to assume a surge in spending, any day now.

The rise of both podcasts and the smart home speaker means that audio is going to play a major role among content creators in a couple of years. I expect a vast majority of websites to be ‘audified’ sooner, rather than later.

I also expect, especially knowing Google has its own smart speaker device, that those websites that also come with a nicely tuned audio version will be treated with extra visibility from Google’s search engine results. This will create two distinct opportunities for marketers:

  1. Build audio content – creating audio content opens up a whole new lane for traffic and visibility. It can help marketers reach new audiences, and connect with existing ones in a new and exciting fashion. Probably even one they already use!
  2. More ad opportunities – an increase in traffic consequently brings an increase in businesses looking for advertising space. Make sure you monetize your audio content!

A brave new world

Content marketing has settled in the mainstream nicely now, but the way we build content is constantly changing. New technologies are opening up unexplored possibilities and the bravest among us, that venture first into the unknown, are also the ones that will reap the benefits first.

5G is just around the corner and it ‘threatens’ to completely change how we consume video. That will, without a shadow of a doubt, change how we create and share this type of content.

The emergence of smart home speakers and the booming popularity of the podcast promises a fully revitalized audio format. It will force us to rethink our websites and will open new content lanes that need to be used.

I also expect search engines to adapt to these new changes sooner, rather than later. It’s just a matter of time before searching through video content is old news. Websites that offer audified versions could be rewarded with better search engine results, too. The future of content is in multimedia, don’t let new technologies catch you by surprise.

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