Tap Blogging

Show of hands: How many of us brush our teeth at least twice a day? All of us? Great. Now, a follow up question: Why ? The reasons are numerous, right? We care about maintaining our hygiene on a daily basis. We want to keep our smiles bright. We need to defend against offensive bad breath. We want to ensure the long-term health of our teeth, gums, and mouths. And, mostly, we want to successfully avoid pricey and painful dental work now and in the future. via GIPHY The moral here? With consistency and commitment we reap both short- and long-term benefits—and avoid a whole lot of pain. And the same is true when it comes to B2B influencer marketing . As we like to say of consistency and commitment in marketing: “Always-on is always better.” However, most B2B marketers aren’t brushing as often as they should when it comes to influencer marketing. In fact, roughly 11% of B2B influencer marketing programs are ongoing . To put this into perspective, 48% of B2C influencer ma...

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Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding. But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.” Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business . That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing . We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring . B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper. via GIPHY What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with. We’ve Fallen in Love With B2B Content Marketing Because ... … It Forms Genuine (Love) Connections Audiences are made up of people with specific needs and interests. Part of the challenge — and the thrill — is creating a B2B content marketing st...

As a content marketer, I’m always looking for more effective and efficient ways to communicate. I love the way communication is evolving online (with the exception of, say, YouTube comments). Think about it: A hundred years ago, it was much harder to convey a mood in text. You could trail off (…) You could ask questions (?) You could shout (!!) And that’s about it. Emoticons opened up the possibilities a bit, with “slight smile :),” “big smile :D,” and “guy wearing sunglasses sticking his tongue out 8P.” Emojis added even more nuance. Now, though, we have the ability to embed images and GIFs in our blog posts, emails, and messages. We can convey extremely specific moods, thoughts, and insights with a single image. Like, for example, the feeling when you’re wearing socks and step in something wet: These images are emotional shorthand: They connect on a primal level without having to filter through words. As every marketer knows, there are some work-related feelings that wo...

“Step up on the railing. Hold on, hold on. Keep your eyes closed.” Jack is holding Rose around her waist, cautiously lifting her up to the Titanic’s bow. “Do you trust me?” He was a stranger up until days earlier, but still, her response is almost instantaneous. “I trust you.” Moments later, Rose opens her eyes and she’s flying, arms outstretched as the mighty liner propels her forward. She and Jack hold hands; they kiss. Celine Dion’s music wafts in the background. Teenage boys in the theater start gagging, while romantic types swoon. There’s a good chance you lived through this very experience. James Cameron’s 1997 cinematic landmark Titanic was an unprecedented hit, holding the title as highest-grossing film of all time for 14 years. The scene described above is perhaps its most famous — the linchpin in a love story sparked by deep, genuine trust that materialized almost out nowhere. When I say, “Everyone and their mom saw this movie,” I mean it a bit too literally becaus...

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