All posts tagged B2B

Introduction to Content Marketing

by Joanne Dolezal on 28th April 2020

Marketing is impossible without great content. Whether it’s copy, images, audio or video there is a hungry audience online keen to learn all about you and what you do best.

You will learn how and why content marketing works, what your ideal blogger style is and how to plan, create and curate quality content online. By developing your buyer personas ((ideal customer avatars) you will become more efficient and effective, publishing content most relevant to their lives.

During this half-day workshop you will develop buyer personas (ideal customer avatars), learn how to develop your content ideas and and start your content marketing journey.

Included in this fun, interactive half-day workshop:

  • how each type of content works to promote you and your business
  • buyer personas v. customer segmentation
  • learn your perfect ‘blogger’ type
  • techniques to help you get comfortable with creating content
  • different ways to use podcasts, webinars and video to promote your brand
  • how to generate great content ideas every day
  • how to manage customer data in view of GDPR  

By the end of the workshop, you’ll have gained a clear understanding of how Content Marketing works and how to start using it to build your business – and boost your profits. Immediately!

Investment: £ 125.00 per person + VAT

Where:  NESMA, 19 Lansdowne Terrace, Gosforth, Newcastle upon Tyne, NE3 1HP

Book Online: NESMA

For more information or to find out if this workshop is ‘for you’, please email enquire@dolezalconsulting.com

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Joanne DolezalIntroduction to Content Marketing

Introduction to Social Media Marketing

by Joanne Dolezal on 28th April 2020

Introduction to Social Media will help you master the fundamentals of Twitter, Facebook, Linked In, Instagram and YouTube. Learn how to set up your personal and company profiles properly, how to use the platforms to make connections and how to generate appealing and appropriate content that works.

This workshop is designed for beginners and will show you how to generate enough of the right kind of content to keep your social media profiles fresh and engaging.

Introduction to Social Media Marketing

During the full-day workshop, you will develop buyer personas (ideal customer avatars), learn how to develop your content ideas and create a social media plan for your marketing.

For each social media platform, you will learn:

  • the correct way to set up your social media accounts
  • how to customise and brand your profile
  • how to manage your settings
  • when to update your profile
  • how to connect with others and grow your following
  • the best type of content for your business
  • the best type of content for your target customers
  • how to manage customer data in view of GDPR  

We then take you through an introduction to Content Marketing so you learn how to generate enough of the right kind of content to keep your social media profiles fresh and engaging

Investment: £ 195.00 per person + VAT

Where:  NESMA, 19 Lansdowne Terrace, Gosforth, Newcastle upon Tyne, NE3 1HP

Book Online: NESMA

For more information or to find out if this workshop is ‘for you’, please email enquire@dolezalconsulting.com

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Joanne DolezalIntroduction to Social Media Marketing

Quality Versus Quantity and 3 Reasons Why Your Content isn’t Moving

by Joanne Dolezal on 28th October 2019

When it comes to content marketing, the quality versus quantity debate just got serious. Based on Buzzsumo’s 2019 publication of analysis of content performance on the platform, new challenges face content marketers.

Changes in software, social media platforms and messaging apps create fresh challenges if you are designing marketing and sales strategy for your organisation.

These three key challenges are content shock (or saturation), changes in social media affecting content performance and the need to increase content quality or compete on content quantity.

Key Challenges for Content Marketers

Content shock and information density

When Mark Schaefer first talked about Content Shock in a 2014 blog, many in the content and digital marketing world predicted the end of ‘content’ as a strategy.

Schaefer was writing in response to a huge increase in the volume of content being published hourly on every digital channel and the finite number of hours we human beings have in the average day to consume it.

Schaefer is a leading light in the content marketing world and his blog, Content Shock – Why content marketing is not a sustainable strategy, created a tsunami of comments. Many agreed, some disagreed, but the core idea, that content marketing may not be a sustainable strategy for some businesses is not to be dismissed out of hand.

This is how Mark Schaefer described it:

“Content Shock: The emerging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it”.

The challenge that Schaefer was facing as a blogger and podcaster was that he was essentially ‘paying’ people to consume his content. It takes time to produce, especially podcasts, and although it is free to self-publish online, there is a time cost involved: number of hours x hourly rate, for example. Time that could be used more profitably elsewhere. The ROI would be delivered further down the line from the number of website visits, leads and conversions.

With the sharp increase in content published across all channels in recent years, there is a greater supply of information to the customer and more competition for their attention. If demand does not increase as sharply – due to the finite capacity to consume digital content – then the business would see a diminishing ROI (or ROTI – Return On Time Invested).

If the time cost had to increase (for better quality content), or the volume of web traffic decreased (due to increase in competing content) then the time cost may increase to such a level that it ceases to be a viable strategy for some businesses. Especially those of you who are in a sector or industry where there is a huge volume of competing content.

The concepts of the Money Value of Time (MVOT) along with the Return on Time Invested (ROTI), originally developed by Rory Vaden, are particularly relevant to content marketing. It is a viable strategy for no- or low-budget marketers, but only up to a point.

“Over time, the low budget content producers are eased out of the consumer mindshare as we “pay” more for their attention. Pay with their time, or increasingly pay to increase the distribution of content via social media or digital channels.” Schaefer

Marcus Sheridan, another leading light in the US content marketing world wrote a blog, Six Arguments Against Content Shock, arguing that:

  • great content will always win;
  • it costs no more to produce great content;
  • content shock is irrelevant if you have an identified niche;
  • customers will always research purchases and seek answers;
  • content marketing does not require a big budget;
  • and technology will provide the solution to finite consumer demand (for content).

His content marketing philosophy – listening, communicating and teaching – goes some way to explaining his point of view and belief in quality versus quantity.

“To me, that’s all we’re striving to do here. And because these words are the core of content marketing, and because they’re also principle based, the value of this will never go away. Listening will always be critical in business.”

Effective communication will always dramatically impact consumers. And powerful teaching will always be the key to generating consumer trust and action.” Sheridan

So, on one side we have ‘measurable results’ and on the other we have ‘relationship building’ – not necessarily at odds with each other, until the increase in competition for customers attention reaches a level that is unsustainable. It could also be when others in your company raise questions about whether this is the best strategy, the best use of your time and budget.

“Of course there are always exceptions in business and everyone can point to their favourite “David” beating a Goliath. But the economics of content marketing are straightforward: create lots of great content that can be discovered by customers and potential customers. If you can saturate your market, all the better.” Schaefer

Fast forward to 2018, and the publication in January of Content Trends 2018 – BuzzSumo Report by Steve Rayson (BuzzSumo is a paid research and monitoring tool).

The report (and accompanying slide show) present their latest research and findings based on analysis of content performance across the BuzzSumo platform. To add credibility, they share the performance analytics of their own content too.

What they found is worrying, wherever you sit on the ‘purpose of content marketing’ swingometre. They track content performance based on shares, likes and comments.

First the bad news.

On average, social shares have more than halved since 2015. They looked at the median number as opposed to average number.

In 2015, the median number of shares was 8.

In 2017 it was as little as 4.









Content Shock, or Information Density as BuzzSumo call it, is evidently having an impact as more content competes for attention.

So too is the increase in private sharing, so-called “dark social media”. People are sharing content more frequently via apps (including Slack, Whatsapp, Messenger, etc), within email or text message. You can’t see (or measure) the true number of shares your social media posts and other content have earned. You can only see engagement in the form of likes, comments, shares/retweets when performed directly on your own online platforms or on social media.

Facebook changes have had a significant impact on content performance, especially ‘reach’. In 2017, Facebook warned brands and publishers that due to the tremendous quantity of content now being published directly onto the platform, they were going to limit the number of posts and ads Facebook users were served (shown) each visit.

Brands who had spent years building their Facebook followers, saw the true organic reach of their Facebook content plummet along with engagement and referral traffic to their website.

“Facebook Armageddon”

In 2018, Facebook announced that it would now be limiting the number or ads served to Facebook users each visit too.

This has obliged brands to ‘pay to play’ on Facebook.

Other changes among the big social media players have also had a knock-on effect on sharing (and engagement).

  1. YouTube has been plagued by scandal as ‘video nasties’ pursue the same target audiences as big household brands in an attempt to have maximum exposure and impact.

2. Google+ has become largely irrelevant.

3. Twitter has recently ‘outlawed’ repeated posts – a common distribution tactic for evergreen content.

4. Even LinkedIn referral traffic is down as all the social media platforms compete for attention, time users spend on their platform and advertising revenue.

Not surprisingly, many brands are revising their entire social media strategy as a result.

3 top reasons for decline in content sharing - BuzzSumo report 2018

3 top reasons for decline in content sharing – BuzzSumo report 2018

Now the good news.

A number of online publishers have apparently ‘bucked the trend’.

The New York Times has actually seen shares of its online content (news) treble over time, since 2015. The Economist and Harvard Business Review had also seen an increase in social shares since 2015 – not in all content but in some content.

The conclusion that Rayson draws is that in an age of ‘fake news’ and information density, quality may trump quantity.

These online publishers already have a reputation, earned over many years in traditional media, for producing well-researched, informative, long-form and credible ‘news’. Rayson suggests that “people are more selective in their sharing” as they want to share something worthwhile with their audience.

Linked In sharing is also up so this is good news for B2B (business to business) brands.

New York Times - BuzzSumo report 2018

Average shares of New York Times content treble – BuzzSumo report 2018


In short, the volume of content has significantly increased and median shares have halved since 2015 but in some areas, such as news or analysis (The New York Times, The Economist, Harvard Business Review, etc) there has been a slow but steady increase in shares.

In the same period ‘clickbait’ content – with an eye-catching title but little substance – has seen a significant drop in shares and performance.

The Flight to Quality…

All of this together would suggest a preference for quality, well-researched and credible content that will presumably deliver value to those with whom it is shared, versus quantity. It also enhances the reputation of the brand or individual who has curated and shared quality content.

Many marketers and agencies turn to marketing automation as the solution to ‘quantity’ of content published, and whilst this may help in the short term, it won’t improve the quality of content created.

“Content Shock isn’t the problem, it’s the solution. By producing high quality, core evergreen content, and also regular content such as news, updates and practical tips, you provide less opportunity for new entrants who will struggle to gain attention.” Rayson

You can certainly compete on quality and you may not need to win the quantity game depending on the sector or industry you are in.

You just need to reach, convince and convert enough of your target customers to succeed.

Where do you start?

Our online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without “The Easy Guide to Content Marketing”.


Photo by ytcount on Unsplash

If you’d like see the full BuzzSumo presentation:

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Joanne DolezalQuality Versus Quantity and 3 Reasons Why Your Content isn’t Moving

Are LinkedIn Paid Features and Advertising Tools Worth the Investment?

by Joanne Dolezal on 30th September 2019

It’s time to explore the various LinkedIn paid tools and features and discuss the advantages and disadvantages of LinkedIn advertising.

LinkedIn was one of the earliest social media platforms to take off – launched in 2003 – and it benefits from having been around a long time. The platform is well-optimised, has changed very gradually over the years and has an excellent search function. It functions on keyword search: names of businesses, colleges, universities or people. It also holds a lot of content, so topic based search works well too.

This means that you can find just about anyone you want to connect with, research any company you want to work with (or for) and target prospective customers, employers and recruits specifically.

Linked In Free Accounts

Linked In is free to use and you can creat a personal profile, company pages, groups and content (posts and articles).

You also get a free InMail address, allowing people to communicate with you within the platform.

You can publish articles directly on Linked In, post and share video, text, graphics and audio.

More importantly, you can present your experience, skills and recommendations all on one page – making it very easy for potential clients or employers to find you.

Content shared on Linked In is more trusted than on other platforms (including Facebook) and you are ‘hanging out’ with a more affluent set of connections – Linked In is a predominantly ‘white collar’ network.

LinkedIn Paid Features

There are a number of paid-for features available on LinkedIn:

  • Premium Accounts
  • Sponsored Content
  • Display Ads
  • PPC – Pay per Click ads
  • Sponsored InMail

Premium Accounts

Paid accounts are great if you’re working permanently or temporarily, maybe in business development or recruitment, if you’re working on something specific in your business (such as a recruitment drive) or you’re looking to target people outside of your networks, including geographically.

There’s a lot more information available about people, and you’re allowed to send a certain number of “InMail” messages to people who are beyond the second-degree circle of connection.

Sponsored Content

You may have a post, a video, an event or a download that you want to promote so Sponsored Content could be a good way to present it to a wider, paid-for target audience. As it is a ‘post’ or status update, your word count is not as limited as it is on other ad formats and is ideal for raising awareness and spreading the word.

They are straightforward to set up: simply paste a link to the appropriate page into a box, and it pulls across all of the meta tags, images and information needed – then the advert is ready to go. It’s up to you to decide who you’re targeting, so you can target based on location or job title.

Advertising Tools

There are two “classic” types of advertising you can do: you can set an ad with an eye-catching image or graphic and a few words (Display Ad). Or you can set up a text only advert (Pay per Click).

I recently worked with a client moving across from agency recruitment where they were spending in excess of £50,000 a year. LinkedIn has provided them with a cost-effective targeting and recruitment channel.

Again, you can test the water and see if there’s a market, what the numbers are like and if it’s worth it, and worth spending the money on advertising. The options are CPC – cost per click – or pay for impressions (cost per 1,000 impressions = 1,000 people will see the ad). It doesn’t mean that they’re going to do anything with it, but they have the chance to see it.

You can set your budget on a daily basis or with a total, and set how long the advert will run. It gives you a snapshot of your overall campaign and make decisions from there on whether or not to go ahead.

Sponsored InMail Campaigns

Paid InMail campaigns are still relatively new and tap into the huge amount of data LinkedIn has to help you target based on profile data, contact details and so on.

You prepare the copy for your campaign and identify the type of people you want to target, LinkedIn will send it to them on your behalf. You don’t get the mailing list or the data, but they send it and it’s then up to you to manage the responses.

Advantages of LinkedIn Advertising

  • You have a much higher value audience on LinkedIn.
  • There’s also a level of seniority or degree of professional development above which people feel Linked In works for them. Members tend to be above a certain educational level, and they have a higher net worth. They’re going to have a business budget to spend and may be earning more money.
  • LinkedIn is also a big recruitment tool, so they know what average salaries are by industry, what people are worth and what their spending power is. Its targeting and search functions are fantastic, so you can find any needle in any haystack.
  • The ad platform is user friendly and the customer support is great. You can email them with issues and queries and they’ll come back to you the same day, with a response from a named person, so you feel that it’s a business service.
  • LinkedIn is also more cost-effective, particularly for recruiters – traditional ad channels can be expensive.

Disadvantages of LinkedIn Advertising

  • If you set up an ad campaign, whether stand-alone or sponsored content, you’ll get clicks and a count for how many you received, but you won’t get the contact data. It’s up to you to make sure that the secondary data capture is set up. If you’ve redirected them to a landing page on your website or data capture form, that’s the ideal method. Otherwise it’s just a number on an analytics page.
  • It’s more expensive than Facebook, with average cost-per-click being around $6 (compared to 50 cents). Minimum daily budget is $10, compared to £1 on Facebook. However, if it’s a more valuable sale (or recruit), it may be worth the investment.
  • Lastly, InMail has become a bit spammy, and more often than not people are trying to sell you stuff, rather than reaching out with anything of particular interest. If you choose to do an InMail campaign, how are you going to stand out and get people’s attention?

Remember, while there are some helpful paid features, you don’t need LinkedIn paid features to do well, or to build your network.

Now for the fun bit

You now need to decide which platform is best for you and what type of advert to do. Over the To Pay or Not To Pay series, we focus on FacebookLinkedInTwitter and YouTube, because they’re likely to be the platforms where you’re already most active and they are a good place to start.

In our next blog we look at the pros and cons of YouTube advertising.

If you like video, check out our recording of this fascinating topic and learn from these amazing thought leaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.


Photo by Rawpixel on Unsplash

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Joanne DolezalAre LinkedIn Paid Features and Advertising Tools Worth the Investment?