Almost exactly five and a half years ago, I launched the B2B Marketing Insider blog with an introduction on “Why Am I In Marketing?”
I talked about how I thought Marketers were too focused on selling stuff and how we often forget to simply focus on helping customers.
I also talked about how I was starting the blog to help fill a gap I saw in the market:
To help Marketers understand how to achieve measurable success and to drive a customer-centric marketing culture from someone who knows first-hand the challenges, the politics, the budget constraints, and the pressure to demonstrate real results.
In my 2nd post, I talked about how I was inspired by Seth Godin who advised bloggers to write for just one person. To imagine that there is just one person who needs to hear what you have to say and can be helped by your words.
I published exactly 670 posts over the last 5+ years, some of it thanks to amazing contributors and friends.
But from day one, I was always humbled, amazed and honored that anyone read what we published. Here are some of my top posts of all time:
- 20 Amazing Examples of Brand Content Marketing Hubs
- Thanks Social Media Our Attention Span Is Now Shorter Than A Goldfish
- What Is Thought Leadership And When Should You Use It
- The Top 200 Content Marketing Brands And Influencers
- 20 Experts Reveal Their Content Marketing Predictions For 2016
- Content Marketing Is A Strategic Solution To A Strategic Problem
- Millennials Want Stories Not Ads
- 21 Questions To Help You Define Your Content Marketing Strategy
- Hey Marketing – An Inquiry Is Not A Lead
- What Is A Content Strategy And Why Do You Need It
- Why You Should Stop Selling In Your Content Marketing
Some of my more provocative posts, personal favorites, and the ones I had a lot of fun writing include:
- Is The Corporate Website Dead?
- Marketing Is Personal – Emotion Beats Promotion By 2X
- 20+ Amazing Examples Of Content I Wish We Created
- Display Advertising is Broken
- How To Create Marketing That Doesn’t Suck
- Your Brand Is Not What You Sell
- Does Marketing Have A Marketing Problem?
- Personas Are Great Except When They Suck
- Is The Corporate Website Dead?
- 30 Growth Hacks To Content Marketing Success On A Limited Budget
And so first I need to thank everyone who read, shared, commented or contributed in any way to B2B Marketing Insider.
But now it’s time to take the next logical step in my journey with the launch of this new site and new venture called the Marketing Insider Group (or “MIG” if you like?)
The goal of Marketing Insider Group is simple:
To help you create effective content that reaches, engages and converts new customers and buyers.
To deliver content marketing strategy, content development services, training, and education that helps you build the business case, defines what you need to do, and delivers digital platforms that produce a measurable return on your marketing investment.
I believe that in this digital, social and mobile age, consumers are continuing to reject promotional marketing.
Leading brands have been looking to content marketing to help them reach these potential buyers and engage them with stories they love and content that converts.
But content marketing is just getting started. According to eConsultancy, unused and wasted content costs B2B Marketers alone a whopping $50 Billion. The content B2B Marketers create is ignored or never used because it is created by the business, for the business. It simply doesn’t meet customer needs.
And that’s just in B2B. You could easily double that number for consumer brands and we are talking about a $100 Billion content problem.
This is not a marketing challenge. This is one of the biggest business issues of our time.
So through Marketing Insider Group’s blog and services, I’m hoping to help the next generation of marketing leaders close that gap, create content people actually want, and achieve success in content marketing.
I’m offering Marketing Strategy Services for those of you who know you need to change but just aren’t sure how to get it done.
I’m offering Content Strategy and Content Development services because I don’t believe that effective content marketing has to break the bank. I want to help companies create and deliver content based on the expertise and the content that already exists inside your organization.
And I’m offering Training and Workshops to inspire and educate marketers on the latest tips, tricks and tools to achieve effective content marketing.
So check out my brand new site, check out the Services page, and Contact Me if you’re interested in learning more.
Check out my Slideshare page where you’ll see just about everything I’ve ever presented in public for the past few years.
Hopefully, you already know me. You know what I’ve done, what I’ve written, and what I’ve presented.
If you’re just learning about me for the first time, thanks for allowing me this introduction. And I hope we can speak soon.
Helping Marketers Reach, Engage, and Convert New Customers
Marketers are still trying to figure out what content marketing is. Senior marketing leaders are beginning to understand the opportunity to attract new customers vs. trying to buy their attention through interruption-based marketing messages. And this requires a change in corporate culture, organization structure, and go-to-market process.
I look forward to helping you achieve the goals of change across your organization to focus on customer value through content and storytelling.
I also hope to write another book or two and I hope to continue earning the privilege of speaking at leading marketing conferences, and writing for amazing publications like Entrepreneur Magazine, The Guardian, The Economist, the Content Marketing Institute, and more.
So thanks for staying with me through the years. Thanks for all the support from countless many who helped me along the way!
What do you say? Are you with me? How can I help?
23 thoughts on “B2B Marketing Insider Is Now Marketing Insider Group”
Great article and great news! i will be sharing this round my organisation.
Thanks George, really appreciate and you know where to find me!
Good luck with it, Michael. I shall continue to watch with interest as things develop.
Congratulations, Michael – I hadn’t expected this but am not surprised and know that this will be a success! I can’t wait for your first book (and know just the podcast on which you should be interviewed)!
Look for something soon Doug. Maybe we should schedule something for the holidays? Seriously appreciate your support. You have been helping me from the very beginning of my time as an online contributor on the interwebs and social sphere. Your friendship is so very much appreciated!
Congratulations, Michael! Wishing you all the best on your latest venture!
Thanks so much Cathy! I owe so much to you, Joe, Robert, Pam and the entire team at CMI for helping me even get to this point. Your support means the world to me.
As a publisher of more than 20 years in the space of patient education and disease state awareness, the thought of content that goes unused or is misdirected and benefits nobody is, well, just wasteful. You have been a tireless advocate and wonderful teacher to so many in marketing, and I wanted to thank you for sticking to your mission. It is clear and well articulated.
While we have never met, I wanted to pass along my best wishes to you and expect that you will keep reaching out and impacting businesses who need to hear this message of over and over. To those of us who grew up understanding the power (& returns) of focused content, there is no better way to reach and help, heal and educate, drive results and increase profit. It is a great place to be, a wonderful market to serve and thrilling to see the faces of our readers when they “get it”.
Again, best if luck and I hope to meet you during one of your talks, or perhaps if you would do me the honor of coming to one of mine someday.
Thanks so much for your kind words and encouragement. I think there is a great opportunity for businesses of all shapes and sizes and I feel lucky to be in a position to help anyone fight the natural instinct to promote and to focus on helping people by creating content that inspires, educates or entertains. You know this all too well and I appreciate having strong allies like you!
Michael, I wish you all the best for this new project. I’m convinced it will be a successful one.
Thanks Frank. I am really excited to be able to stay with NewsCred and so lucky they are supporting me with this venture while staying on as their head of strategy. Let me know if you need any help at any time. Your part of the “family.”
Congratulations Michael! I am interested in learning more and exploring any opportunities for collaboration. Our plan for growing MLT Creative starts with strategic partnerships. You are one of our most trusted resources for quality content and advice and you’ve long been a friend and supporter of our agency (and me too). If there’s any way we can help, please let me know and I will do likewise. I wish you great fortune and good luck on your ongoing venture!
Thanks so much Billy. You were one of the first real “friend” connections I made online and couldn’t have made it this far without support from folks like you. I have learned and benefited from your friendship so much over the years that I could never thank you enough. Let’s setup a call in the next few weeks and see if we can help each other out even more.
Congrats with this new step!
Wishing you all the best, warm regards, Tom.
Thanks so much Tom for the support through all the years. I am so excited for this next step and couldn’t do it without the help of friends like you!
Congrats Michael. Looking forward to seeing where you take this next!
Thanks so much Gavin! Sky’s the limit I hope.
Any client will be lucky to work with you for any of the services you’re offering.
You’re going to fly.
Thanks so much Doug. Your support means the world to me!
I’m so happy to hear you’ve taken the leap to the dark side 🙂 Congrats! I look forward to seeing what you do. I’ve no doubts it will be awesome!
Thanks so much Ardath. Hoping you leave some room for the rest of us 😉
You are a big part of my inspiration and appreciate all the support you’ve given me!
Michael, You didn’t mention when you were going to sleep… on the other hand, it all sounds exciting enough to keep you energized and more than fully awake. I look forward to hearing and learning more.
We’ll sleep when we die. My 4 kids have done a great job of teaching me that!
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