September, 2016

Biznology

Trending Sources

How even social media & social selling experts are getting LinkedIn wrong – Part 2

Biznology

In my last post , I started to show how even the most recognized social media and social selling authors, experts, and consultants are getting LinkedIn wrong. started this provocative series not because I am looking to bash my competitors, but because I’m looking to start a real movement to help business, sales, and marketing leaders go beyond awareness and actually drive revenues. Revenue.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. Though important, AMP pages just improve load times for your mobile users.

Remember to market to your own influencer network

Biznology

I really love influencer marketing. Too much. So much, in fact, that I often forget to do the sales and business development work required to keep Gerris Corp moving forward. An army runs on its stomach and a company runs on its revenue. Whoops. I am sure you’ve been here right with me, especially if you’re a small business, a solopreneur. What Is Contactually? Cheers, Chris.

How Putin’s brand inspires Trump

Biznology

Donald Trump recently praised President Putin of Russia with full admiration as “a leader far more than our leader” and that he “has very strong control” over Russia. As a forceful, deal-making businessman, Trump can relate to Putin’s leadership style. Both are authoritative kindred spirits. But will Putin’s authoritative brand image have any impact on Trump’s political behavior? Like this post?

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

SEO copywriting buzz

Biznology

Want your sentences to have a wham-bam impact? Think short. Very short. Here’s why. Your reader is overwhelmed. She receives over 100 emails a day. She’s scanning websites, answering emails on her mobile, and suffering from “content shock.” ” Every. Single. Waking. Moment. If you want to get her attention, you have to make things easy. It works. Never Worn.”

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How a smarter website can improve your marketing effectiveness, Part II

Biznology

It’s time for part two of the three-part series of posts I began next month. All of which are a collaboration with long-time colleague Scott Hornstein. We owe a tip of the hat to Wayne Cerullo and Phil Shelp for their help and insights.). Are you creating a billboard or a conversation? With those ideas as a backdrop, we continue exploring the unrealized potential in many firms’ websites.

Web giants advocate for readers, and that’s a good thing

Biznology

Big Internet utility companies are beginning to think a lot more like media organizations and government agencies, and that’s encouraging. The most recent evidence is Facebook ’s decision to tamp down headlines it classifies as “clickbait.” Those are the come-ons that try to lure you into reading an article or watching a video by piquing your curiosity without really telling you much.

Everything You Need to Know About Paid Search

Biznology

In the era of exciting social media and SEO, sometimes it’s good to go back to what’s boring. Here’s some of my best content on paid search: Why paid search is still frustrating for searchers. Are you frustrating buyers with your paid search ads? Should I stay away from highly competitive keywords? Global search marketing. Should PPC and SEO campaigns have different landing pages?

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

What brands and consumers get from long vs. short form content

Biznology

My long-overdue sequel seeks to address the complexity of content as a searchable, educational, and/or motivational tool for branding when strategy calls for a marketing “pull.” But first, let’s establish that most marketing, even that from the seemingly most enlightened ad pros still relies on market timed offers and the big “push” in ever decreasing effectiveness. Like this post?

?????????SEO Copywriting Buzz: Part 2

Biznology

Have you read studies recommending your blog posts should be around 2,000 words and thought, “How can I write THAT MUCH BLOG CONTENT all the time?” ” I hear you. I’ve felt the exact same way. A lot of writers (maybe even you) are squirming in frustration. ” Their writing is suffering because of it. Here’s why. The “real deal” with expert studies.

Cryptocalypse Now: hacking from the future or a Y2K déjà-vu?

Biznology

If you have not heard about quantum computing yet, you will very soon, from both  likely and unlikely sources, including Canada’s Prime Minister Justin Trudeau. Staged or not , the explanation provided by Trudeau several months ago was probably much easier to understand than those provided by many of the experts in the field. Yup, that’s the future hacking your present. Like this post?

Exploit the hours employees spend on social media

Biznology

When Dan Krueger and I send out our Gerris Corp influencer marketing emails, we time the mail-merged blast for around nine on the morning, East Coast time on a Tuesday. We’re doing this because influencers generally are the most generous with their time and most responsive to our email PR pitches when they’re on someone else’s clock. So, this is sort of a clever bait-and-switch.

The simple truth about what’s driving digital next year

Biznology

Someone recently asked me what I thought the future of marketing was going to look like: what’s driving digital next year and, most importantly, how marketers can prepare for the seemingly ever-shifting changes brought about by digital. This remains a critical question and one that I spend a huge amount of time thinking about for clients and my own business alike. hard and b.) Coincidence?

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Socialize your videos for business development

Biznology

People spend more than 100,000,000 hours every day  watching video on Facebook , which will soon be 100% video, according to Mark Zuckerberg. Sales and marketing people take note: v ideo is a medium used for everyday social communication. That makes sense — it’s just another thing we do with a smartphone.  Use Video to Activate Other Media. On-demand product demonstration videos. Video blogs.

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( GE Capitol ). If the goal of marketing is to reach the consumer at moments that most influence their buying decision, then understanding online consumer behavior is key for any business. Here are 50 facts about online consumer behavior not to ignore. FINDING YOUR AUDIENCE. Conductor ). Google ). Social Media Examiner ). State of Procurement Study ).

Social media strategy leaders: Tory Starr

Biznology

Introduction to the Interview. Last month, I launched a new series here on Biznology , interviewing leaders in social media strategy. These folks are paving the way for marketing on these evolving channels. They’re also defining a new role at organizations at the same time. This month we speak with Tory Starr , Director of Social Media at WGBH. Let’s get to the interview, shall we? EDUCATION.

Selling is to hunting like marketing is to trapping

Biznology

Always remember: don’t forget to keep on selling. Put that coffee down,  coffee’s for closers only. Are you a brilliant genius when it comes to search engine optimization? Are you a digital PR god ? Do you live and breathe social media marketing ? It’s 2016! Everyone needs to always be selling, always be closing (ABC). Selling is hard. People value your connections.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Fluency of Culture, Not Language, Is Key to Winning Big in Global Online Markets

Webbiquity

Guest post by Charles Whiteman. The smartest companies are always looking to reach untapped markets. These days, most are finding success by engaging new global consumers through digital channels. By communicating with online customers in their languages of choice—on their devices of choice—businesses can sell to more markets than ever before. They also need cultural fluency. On Social Media.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Confusion by Adam Gale. In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Depending on the source and what you read, well, it can get downright confusing indeed. Customer Segmentation. Professions. Roles. Firmographics. Demographics.

Survey: 93% of Inbound Marketing Professionals Create New Content Weekly

KoMarketing Associates

As inbound marketers churn out new content, a survey has revealed that many of them do so multiple times throughout the month. In fact, according to a survey of 100 inbound marketers conducted by Writtent, 93 percent create fresh content weekly. Approximately Eleven percent of respondents claimed that finding time for writing is their greatest challenge as an inbound marketer.

Fast Growth Marketing: From 0 to 500,000 Users

B2B Lead Generation Blog

How can you drive fast growth with marketing? In this interview you’ll hear from Jim Fowler, founder of Owler on what he’s learned to grow fast. Owler – a free competitive intelligence platform – went from 0 to over 500,000 users. And they’re on pace to exceed a million users by the end this year. images/2016/09/Jim-Fowler-interview.mp3. Writers note: The transcript has been edited for publication.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Martech At The Crossroads: Agility or Simplicity?

Customer Experience Matrix

I’ll be giving a speech next week on the evolution of marketing technology, which doesn't follow the path you might think. Similarly, marketers up that time worked with the same data – audience counts and customer lists – they had since Ben Franklin and before. Those evolved slowly – personalized printing and modern campaign managers appeared in the 1980’s. But every action has a reaction.

Why Email Marketers Need To Confront the New Reality of Confirmed Opt-In

It's All About Revenue

As some of you have found out in the worst possible way over the past month, Spamhaus is on a tear. If you aren’t familiar with Spamhaus, I suggest you do a little bit of Googling to find out about them. They are simply the most relevant blacklist in existence today. There are different flavors of Spamhaus listings, but the one we want to avoid as legit marketers, is the SBL listing.

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Does every business need content marketing? A reality check.

grow - Practical Marketing Solutions

By Mark Schaefer. Does every business need content marketing? Of course not. Let’s pause the hype machine for a moment shall we? Last week I had dinner with one of my best friends. He recently became president of a company whose primary line of business is producing highly-engineered rolls for the steel manufacturing process. This is the real world. Business is hard. Not even close. .

Marketing Automation is More Than a Fancy Email Machine

It's All About Revenue

Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing. Let’s look at some stats from a recent study from Ascend2 : 76% of marketers say marketing automation is very important to their marketing performance.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

The Power of Instagram in Email Marketing

It's All About Revenue

Since October 2010, Instagram has seen massive growth in its user base. In the first two months after release, Instagram hit 1 million users. Two years later Facebook bought Instagram for $1 billion. The world didn’t understand how a tiny company that helps share photos could be worth so much. How could Facebook justify paying that much for a tiny competitor? Increasing Email Engagement.

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How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing? Many people cite changes in Scott Brinker ’s iconic marketing technology landscape, which has roughly doubled in size every year since Brinker first published it in 2011. Fortunately, other data is available. This shows growth of around 12% per year from 2000 through 2012.

28 Experts Reveal The Top Content Marketing Trends For 2017

B2B Marketing Insider

Content marketing is still one of the hottest topics on the minds of marketers. And And one of the biggest challenges for CMOs. To help you stay on top of the latest content marketing trends, every year I publish a list of the top trends and predictions we are seeing from around the marketing world. Joe Pulizzi, head […]. Content Marketing

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Inbound Marketing or Outbound? Which is the Winner?

Act-On

The marketing industry has been buzzing about the rise of inbound marketing and the decline of outbound marketing over the last several years. With the rise of internet-empowered buyers, inbound marketing has helped vendors take control of the initial pieces of the buyer’s journey. But are marketing teams really migrating away from outbound marketing? You can control the message and timing.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Delivering Results through Content Personalization [Interview]

KoMarketing Associates

Content personalization continues to be a challenge for marketers, as revealed in the “2016 Trends in Personalization” study from Evergage. Although 85 percent of marketers said they were using personalization tactics, 55 percent gave themselves a grade of “C” or lower. We spoke to Paula Crerar, vice president of content marketing and programs at Evergage, for more insight into the report.

YouTube Views Don’t Matter – Here Are 5 Metrics That Do

Act-On

“Wow, that YouTube video has got more than a million views already!” ” Have you ever thought this after seeing a company’s so-called “viral” video? You might have watched the video ad just to see why it was so popular. And you might have thought, “Huh, that video wasn’t very good. Why are people watching it?” Not much, anyway. Not true. Selling more stuff.

Content Marketing World 2016 – Just Do Nothing

ANNUITAS

We weren’t that far apart … but he, of course said it more eloquently. And with better slides. And music. told both of the journalists that I thought the biggest change in content marketing next year was going to be a marked reduction in the volume of content being produced. The bottom line being that companies are realizing that building it doesn’t guarantee that anyone will read it.

3 Ways To Gain Executive Buy In

ANNUITAS

It has happened to all of us. We learn something new at an industry event, or read something amazing that could change the way you do business, but how do you pitch it to your boss, team leader, executives or even the CEO?  Many organizations foster the idea of innovation and welcome change within; however, most sadly do not. Don’t assume everyone has the same goals when sharing your ideas.

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.