Monday’s Marketing Minute: Pinterest’s Growth, B2Bs Leveraging Content Marketing

Happy Monday, y’all! Here’s a few marketing stories that caught my eye over the last week.

Social media may be taking it on the chin right now, but Pinterest is an exception. The site is benefiting from people spending more time at home, and I have to admit, I’ve spent more time on Pinterest in the last 5 months than I did the previous 5 years. The challenge ahead for Pinterest is how they can continue to give sellers opportunities to sell through the site, while not compromising the user experience. In fact if done properly, Pinterest could actually add more sales opportunities for sellers and ENHANCE the user experience. We’ll see how well they navigate this.

Pinterest sees strong growth in users and revenues in Q3 as it builds traction with SMBs: https://t.co/DsaOWGIVJI pic.twitter.com/YYCkhV83j1

— EMARKETER (@eMarketer) October 30, 2020

KIND bars are making an interesting move to stand out from other health bars like Cliff. The company is trying to change customer behavior and have customers eat their bars before working out and not as a snack. To this end, they offered $100 to the first 1000 people that submitted a receipt for their products OR a competitor.  The $100 is to help with fitness expenses for customers. It will be interesting to see if KIND has a strategy in place to stay connected to those 1000 customers. This could be the start of a larger and long-term advocacy effort, and it will be interesting to see if KIND is thinking that far ahead.  I suspect they are, given the amount of money spent just on the giveaway.

Kind will pay fitness expenses for fans of energy bars — even its competitors' via @marketingdive: https://t.co/vnzobNd7KM pic.twitter.com/zXvPoVBAtL

— Jessica Gioglio (@savvybostonian) November 1, 2020

Mixed results on how content marketing is working for B2B marketers, according to new research from CMI/On 24 and Marketing Profs. On the one hand, more marketers (75%) are reporting that content marketing has helped them generate leads this year versus last (70%). On the other hand, the percentage of marketers who generated sales/revenue through content marketing also dipped slightly (51% in 2020 vs. 53% in 2019). You can review the study here.

B2B Content Marketers Getting More Successful in Building Credibility https://t.co/voPQl6o1Ae @marketingcharts @MarketingProfs @CMIContent @ON24

— marketingcharts (@marketingcharts) October 30, 2020

Thank you so much for reading, I greatly appreciate it, and will see you here tomorrow!