5 Simple Steps To Turn Readers Into Buyers – Content Marketing That Sells
JANUARY 12, 2016
Guest post by Tom Hunt. So you have set up a blog and social media profiles…. You are pumping out multiple articles per week and sharing them furiously…. And yes you see some small traffic spikes (though they quickly drop off when you stop posting right?). Trust me, I know, I have been there… multiple times. Understand Your Customer’s Desired Outcome. What does your customer truly want?
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
by Juan Pablo Bravo. Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. From my perspective, I think you can. One is causing the other.
15 Elements Most Successful Blogs Have in Common
MARCH 10, 2016
What’s on your blog? You’ve got a few posts of course. Maybe a sign-up box. But are there blog elements you’re missing? More importantly, are you leaving out anything that could be getting you more results? There are a few basic components almost all successful blogs share. These are the widgets, share buttons, and other mechanics of the blog. That’s where the sign-up boxes come in. Why use them?
The 9 Circles of B2B Marketing Hell
JULY 20, 2016
B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell. But, if you know what to avoid, it’s much easier to navigate the marketing landscape and steer clear of traps. Think about it.
IoT 2016: Top 100 Influencers and Brands
FEBRUARY 17, 2016
The Internet of Things (IoT) is the term used to describe the networking of physical objects, such as consumer electronic devices, vehicles, buildings, air conditioners, heating systems and other items. These objects or “things” are embedded with software, sensors, electronics, and network connectivity, enabling them to complete tasks and communicate with each other, with no user input.
5 Things Spotify Can Teach You about Content Curation
FEBRUARY 8, 2016
With a business model that allows customers to start and stop service at their leisure, Spotify is doing an amazing job of keeping them around. It has similar pricing and a nearly identical music catalog to the other streaming music services, so how does Spotify set itself apart? And what the heck does it have to do with your content strategy? Lesson #2: Customize Content for Individual Users.
Rating the Crowd-Sourced Marketing Software Review Sites
Customer Experience Matrix
JANUARY 5, 2016
What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. The first question was which sites draw a big enough crowd to be useful. used Alexa traffic rankings, which are far from perfect but good enough for this sort of project.
Four ways Facebook Instant Articles will dramatically impact marketing
grow - Practical Marketing Solutions
MARCH 10, 2016
Something important is about to happen, and the impact on content marketers will be profound. Facebook announced it would open up Instant Articles -– formatted and optimized to load almost immediately -– to any publisher without a special approval process. Let’s look at the implications for digital marketers. 1. shift in distribution. Their algorithm will decide who sees what we create.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
Three Things Smart B2B Marketers Will be Doing in 2016
JANUARY 25, 2016
What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
Transformation by Yu Luck. People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). The relationship between intent and goals is a very important one.
From Mealy to Meaty: How to Create Better Content
JUNE 28, 2016
Many of us content marketers have been operating under a faulty premise. We think more is always better. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. For B2Cers, the figure is 77%. But does more content result in better content? mandate is not getting us very far. So what to do? . Heck, yes.
What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers
JUNE 14, 2016
Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. But what about Outlook? B2B Marketing
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.
8 Key Google Changes B2B Marketers Need To Know In The New Year
JANUARY 5, 2016
In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. The Demise of Google+. Image Source. Smart Goals For AdWords Advertisers. Mobilegeddon.
No I Do Not Want To See Your Demo
JULY 14, 2016
A few weeks ago I had the privilege and opportunity to deliver the closing keynote for the B2B Summit in London. The event, hosted by B2B Marketing , was a one-day event that delivered multiple sessions focused on best practices on everything from content, measurement, demand generation and Account-Based Marketing (ABM) strategies. Then, they ask if I have time for a 30-minute demo. ” .
Insight into the Growing Impact of Mobile Video Marketing
FEBRUARY 10, 2016
As an inveterate marketing technologist, I always love it when the prevailing data trends confirm an intuitive notion of mine. In this case, the notion has to do with the steady rise in mobile video consumption and its associated impact on digital marketing strategy. Mobile
Social Selling 2016: Top 100 Influencers and Brands
FEBRUARY 24, 2016
Social selling is the process of developing relationships as part of the sales process, this mostly takes place on social networks such as LinkedIn, Twitter and Facebook but can also take place offline at networking events and conferences. In addition, socially savvy reps beat their quotas 23% more often. WHAT ARE THE EXPERTS SAYING? Tim Hughes – UK Business Development Director at Oracle.
Use the Science of Emotion to Write Better Headlines
FEBRUARY 16, 2016
POLITICO recently ran a headline on its website titled, “The fury of Ben Carson.” ” In a news cycle that has been consumed with sensational stories about politicians of all stripes, it normally wouldn’t be noteworthy. At just five words, the headline’s not even a complete sentence. It doesn’t have an action verb. But the use of “fury” speaks volumes. Submission.
Landscape of Machine Intelligence Systems for Marketing
Customer Experience Matrix
FEBRUARY 15, 2016
I’ll be speaking next month at the MarTech conference on How Machine Intelligence Will Really Change Marketing. This required assembling a list of marketing systems using machine intelligence, which pretty much inevitably led to the logoscape below. wasn’t initially enthusiastic about the idea – could there by anything less original?—but but have found the result surprisingly useful. Not so.
The uncomfortable state of content marketing metrics
grow - Practical Marketing Solutions
FEBRUARY 8, 2016
In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s This is not good. And the worst may be yet to come. Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. It sucked.
20 Tremendous Digital Marketing Stats and Facts
FEBRUARY 2, 2016
Digital marketing budgets continue to rise, often at the expense of offline advertising spend. But digital marketers must continue to evolve practices as they strive to make their content an asset, rather than an annoyance, to prospective buyers. Image credit: MarketingProfs. combined. Spending on digital marketing is projected to increase by 12% to 15% on average. Measurement remains problematic.
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.
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
by Alex Auda Samora. There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. The scarier notion is some may not even know it exists. What is this big problem? Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas. Enjoy.).
10 People You Should Follow on Twitter if You’re in Marketing
APRIL 11, 2016
Twitter’s official company mission is “to give everyone the power to create and share ideas and information instantly, without barriers.” However, with over 320 million active users, Twitter can sometimes feel a bit … overwhelming. In order to help you cut through the craziness, we’ve compiled a list of 10 marketing leaders (in no particular order) who are killing it on Twitter. 1.
[Infographic] The Periodic Table of Elements for B2B Marketing Attribution
JANUARY 6, 2016
As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart. The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy. click to view larger). click to view larger). SECTION #1: ATTRIBUTION MODELING.
How Your Startup Can Overcome Content Marketing Challenges
APRIL 14, 2016
Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt. Mistakes Are Amplified For Startups.
[Infographic] 10 Ways to Generate More Leads from Your Business Blog
JANUARY 21, 2016
The social media landscape is littered with business blogs that, on the surface, do everything right. They may feature relevant content, of real value, published with good frequency. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. Sourcing, developing, and publishing great content is the hard work.
Hey Retailers: Want to Boost Sales Conversion? Build a Mobile App
FEBRUARY 20, 2016
Perhaps the best piece of evidence that a given marketing technology has reached maturity and broad-based consumer acceptance lies in its ability to drive conversion actions at every stage of the buying cycle. According to Criteo’s Q4 2015 State of Mobile Commerce report, mobile apps are doing just that, at least for U.S. retailers. Mobile
How giving useful ideas and secrets builds trust
B2B Lead Generation Blog
AUGUST 24, 2016
I had coffee with a potential partner, and our conversation ebbed to us talking about business philosophy, marketing, and lead generation. talked about freely sharing ideas and helping people. He replied something like, “I think companies [like yours] give away too many of their trade secrets on their website and blogs. They provide too much information freely. ” My response.
Why You Need to Create Buyer Personas (and How to Do It)
JANUARY 6, 2016
It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell proves it’s more than worth your while. And if there’s any question of causation vs. correlation in this data, developing marketing personas might just mean you’ve got your act together (which isn’t a bad thing either). Our recommendation? Those guys are smart!
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.