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FIR B2B: We’re Pleased and Excited to Tell You What People Don’t Know About Social Media

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We examine three different articles that touch on various B2B marketing aspects in this podcast. The first one from Digiday and documents what the BBC went through to establish its fifth content vertical it calls Future. The channel deals with health, wellness and sustainability, and it took a lot more effort than you might think to create. Branded content is driving a lot of page views at the Beeb, as the Brits lovingly refer to it, and the reason is because of all the work that the media company puts into their creation, working with ad partners, their marketing teams and editors. An article on whether eating eggs is healthy brought in a million page views and had an average dwell time of five minutes, which is content gold.

The second piece is from Chris Penn, who does excellent marketing research. He came up with analytics that show several “happy words” — such as “pleased,” “excited,” “proud” and “thrilled” — litter the press release landscape, offering nothing in the way of real information. Does anyone really care if your CEO is having a good day because you just announced version 3.45 of some product? It might be time to eliminate these words entirely from your marketing lingo, have the language reflect reality more closely and perhaps get more reporters’ attention too.

Finally, we found this Pew Research survey that shows exactly how little the average adult knows about the digital marketing world. Pew gave more than 4,000 adults a 10-question quiz that asked things like what the “s” in “https” stands for, who owns Instagram and whether ads are a significant source of social media revenue. A huge chunk of respondents either answered incorrectly or didn’t know the answer.

About the podcast: Hosted by Paul Gillin and David Strom, FIR B2B covers the latest news in B2B communications.

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Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

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  1. Avatar getauto tyres

    Gretest post , thanks for sharing post about of B2B.

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