2023

On World Water Day 2023, we’re sharing progress on three partnerships aimed at helping water scarcity and access in India.

Season 3 of the Where the Internet Lives podcast explores how data centers change the world around them in surprising & beneficial ways.

Da alcuni mesi si presenta qui un personaggio patetico che fa commenti su qualunque argomento, anche quando non ha nulla di utile da aggiungere alla discussione, e poi inizia a fare polemiche inutili e a lanciare insinuazioni su di me e su altri commentatori.

Non è servito a nulla invitarlo educatamente a smettere. Non ha capito l’antifona quando alla fine l’ho bannato: ha creato nuovi account, ripetutamente e ossessivamente, pur di intrufolarsi di nuovo qui.

Ho iniziato a chiedere ai nuovi commentatori di identificarsi in privato, ma anche questo non ha risolto del tutto la questione, visto che ovviamente non chiedo foto di documenti d’identità ma solo prove indirette di identità come biglietti da visita e simili. Il commentatore ossessivo, che ho soprannominato Robertino-dai-mille-nick citando uno dei suoi tanti pseudonimi, insiste a ripresentarsi con nuovi nick sperando di farla franca. Ma alla fine la sua ottusità emerge sempre, si fa riconoscere e quindi viene ri-bannato.

Però questa solfa si sta facendo tediosa, per cui da oggi c’è una piccola variazione alle regole per i commenti: qualunque commento proveniente da un account Disqus intonso e creato da meno di un anno verrà semplicemente cestinato e sostituito con un avviso che invita a identificarsi tramite una microdonazione PayPal di un centesimo. Se l’avviso verrà ignorato, l’account verrà bannato. Non ci saranno eccezioni.

Credo che sia molto improbabile che un commentatore sincero faccia il suo primo commento qui e oltretutto usando un account Disqus appena creato. Se non vuole identificarsi, può sempre commentare mandandomi una mail: se ha qualcosa di utile da dire, aggiungerò il suo commento. Tutto questo è necessario per colpa di Robertino-dai-mille-nick, che non ha capito che quando qualcuno ti accompagna alla porta perché ritiene che sei un rompicoglioni, tentare a tutti i costi di rientrare non fa che dimostrare che sei davvero un rompicoglioni.

A writer shares how she uses Chrome extensions to stay productive, from translating text to converting files and more.

It’s a great time to be a B2B content marketer. The appetite for content marketing within B2B audiences is high, and content marketers say it remains by far the best tactic in terms of ROI.

But as content marketers we have to tread carefully: to paraphrase the old proverb, an opportunity is just a crisis waiting to happen. We need to make sure we are giving our readers what they want, because if we don’t, they’ll look elsewhere — and they might not come back.

And we don’t have to look far to know we can’t take our audiences for granted. The wild and frankly erratic moment happening in the world of social media has seen participation and engagement on social channels drop significantly. All except for TikTok, that is.

Lucky for us, we have a bit of insight into what B2B audiences want in their content marketing in 2023. Let’s take a look at the top three demands for content marketing in 2023.

1 — Empathetic, human content

The persistent success of TikTok holds a lesson for content marketers: it’s raw, funny, relatable… in a word, human. B2B content marketing, on the other hand, has a different reputation: boring. In fact, on this blog alone there are over 430 instances of us assuring you that B2B content doesn’t have to be boring.

B2B content marketing consumers’ taste is starting to catch up with us. Writing empathetic, human content is a surefire way to engage your audience, because it feels relatable and validating.

But you don’t have to go with your gut on writing empathetic content. In fact, writing content based on your audience’s experience is best done with plenty of data. By learning what motivates your audience through research, you can more effectively speak empathetically about the topic at hand. They are then more likely to recognize themselves and their own problems in the content, and are therefore more likely to trust you as a source.

[bctt tweet=”“By learning what motivates your audience through research, you can more effectively speak empathetically about the topic at hand.” — Art Allen @Punsultant” username=”toprank”]

2 — High quality thought leadership

This remains an open secret that I am eager for more of you to take advantage of: there is huge demand for high quality thought leadership. And yet, in 2023, there is still not a lot of it to be found.

Why am I making such a big deal about this? It’s not just a hunch: a recent study conducted by LinkedIn* and Edelman found that thought leadership is the most effective type of content marketing a B2B organization can produce.

And this isn’t just in good times. Most of the decision makers surveyed said good thought leadership content can persuade them to buy non-essential products and services even in an economic downturn.

So what makes good thought leadership content? According to that LinkedIn-Edelman report, it’s content that gets right to the point: how I can help your business succeed and outperform your competitors. If you can demonstrate your value, you’re in.

[bctt tweet=”“There is huge demand for high quality thought leadership. And yet, in 2023, there is still not a lot of it to be found.” — Art Allen @Punsultant” username=”toprank”]

3 — Content that matches intent

The days of capitalizing on search volume by optimizing your content based on a list of keywords are long gone. In 2023, your content needs to match search intent if it’s going to be valuable to the reader.

For instance, if the search term you chose for your B2B brand is also related to a popular basketball team, you need to figure out how to tweak that search term to capture the B2B audience and avoid the basketball fans.

But search intent is more than just matching the semantic intent of search terms. You also have to match the user’s intent in terms of the type of information they’re looking for. Are they trying to learn the basics about a topic, research the best option for their specific use case, or are they ready to buy?

These different search intents map quite neatly onto the marketing funnel, and you should consider where your user is in that journey and match the content and CTA accordingly. No one wants the hard sell when they’re just browsing.

For more empathetic, high quality thought leadership from the humans you love, follow the TopRank Marketing blog.

Learn more about crafting great B2B content experiences with our new free guide, Marketing with Intent: The Future of SEO & B2B Search Traffic.

* LinkedIn is a TopRank Marketing client.

The post Feeding Today’s Hunger For Better B2B Content Marketing Experiences appeared first on B2B Marketing Blog – TopRank®.

The GNI Journalism Fellowship is in its 5th consecutive year and is one of the largest entry-level journalism fellowships in Europe.

Today’s selection of cybersecurity founders for the Google for Startups Growth Academy can help drive both cybersecurity and economic growth.

MERCOLEDÌ 22 E GIOVEDÌ 23 MARZO – Stagione 2022/2023 – Armonie e Suoni RATAMACUE – Storia di arte per voce e batteria Prosegue la Rassegna Armonie e Suoni di No’hma, con un…