Today’s guest is an expert in digital marketing, content marketing strategy, and execution. They thrive at the intersection of marketing leadership and team development. Jasmine Martirossian is the Chief Marketing Officer and the Chief People Officer at Mercury. Jasmine shatters the illusion that banner ads have any value in B2B. Along the way, you’ll hear why you should replace banner ads with LinkedIn “promoted content”, prioritize SEO, and create content for both expert and novice audiences.  Busted Myths:Banner ads on websites don’t work. People are served thousands of ads every day and their brains filter most of them out, especially banner ads. TakeawaysMarketers need to stop taking the bait that banner ads are effective at driving action or raising brand awareness. If you stop and look impartially at the data, you’ll see that banner ads don’t work.Cutting out banner ads will actually drive better results because you will be able to concentrate your team’s time, effort, and budget on the impactful tactics that drive results and provide more ROI.The reason that content marketing works where banner ads fail is that people engage with the real value of the content. The value that people find in content comes from both the information they sought and the emotions that were conveyed through the content.Dominating search is still a vital part of marketing, which means your website and content need to be optimized so they show up high on the SERP. Make sure that you are speaking to the critical keywords for your audience.When moving on from banner ads in the B2B space, LinkedIn “promoted content” can be an extremely successful replacement because of the granular targeting available based on title, industry, etc. Promoted content is subtle, so people don’t filter it out as an ad.The two crucial parts of LinkedIn advertising are to get in front of the right decision-makers that you need to influence and make sure the content that you provide them with delivers value to them. That value is the key to getting them engaged.Successful content marketing comes down to really knowing your audience and their problems. Your content should address those problems both from expert and novice perspectives. Quote of the Show:“I'll challenge anybody who's listening to let me know when was the last time that they actually bought something or took an action off of a banner ad.” - Jasmine Martirossian Shout Outs:Josh Medow Links:LinkedIn: https://www.linkedin.com/in/jasmine-martirossian/ Company website: https://www.shipmercury.com/  Ways to Tune In:Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49ddSpotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6KdsamnStitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-showGoogle Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_ShowYouTube: https://youtu.be/Xw_r7-5OV_A  Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through Branded Podcasts. Learn more at https://ringmaster.com/