What are the greatest challenges facing B2B marketing today?
Keeping abreast of all the trends in social media, SEO and paid marketing is the biggest challenge but also the biggest opportunity. There's so much change going on it can be hard to know what to focus on. However, it obviously provides a lot of room for people to grow their brand and their business.
How big a role does social media play in your marketing practice?
Social media is a big part in our marketing. Unlike a few years ago where there was some crossover between say social media and SEO - times have changed. All of our marketing activities in one channel impact on other channels. Take for instance social signals and SEO. We have to include all facets and social is one.
Is content marketing a key part of your strategy? If so, how do you make time for it? If not, why not?
Content marketing is the largest part of our strategy. As a business that focuses on link earning we need to create some top notch content to get eyes on the clients we work with, as well as our own. There's a lot of average content out there and that's why great content stands out.
What do you think is the biggest error committed by B2B marketers?
Spreading their wings too widely. I think creating a holistic plan that takes in the right areas of marketing for your own specific business is important. You see a lot of brands doing lots of things badly, rather than a few very well. My advice is to narrow down, plan and focus on the things that work.
Do you think your role will have significantly changed in ten years' time?
Yeah, of course it will. Look at Google's new learning algorithm - RankBrain. That's going to change things dramatically and mean we'll need to really alter things. Alternatively, look at the difference between Facebook now and Facebook ten years ago. Today live streaming has become widely available, ten years ago a 'poke' was as good as it got.
Cormac Reynolds foundedMyonlinemarketer, a digital marketing agency specializing in SEO.