Cliff Allen on Marketing

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing. Investing in audience development remains a key goal for many B2B CMOs. Improving.

Search: The art and science of identifying your target audience

Biznology

Whenever we start to review Google keyword data, one of the most common questions I get is: “How do you know our target audience is actually searching for that keyword?”. Due to privacy laws, we’ll never be able to say with complete assurance that specific audience roles are searching for certain keyword phrases. With digital, marketers have access to more data and insight than ever.

14 great quotes about building an actionable audience

grow - Practical Marketing Solutions

One of the highlights from the new The Content Code book is the concept of building an actionable audience or the “Alpha Audience” — the elite group of people who express their advocacy and influence others by sharing your content. If you can’t view the deck embedded above, you can see it here: Secrets of building and actionable audience. Enjoy! Enjoy!

After the Webinar: 7 Steps to Ongoing Audience Engagement

Act-On

Inform sales about the event. If sales is following up on all of the webinar leads, make sure they’re prepared with information about the webinar, such as the topic, the presenter, and key messages and take-away. Check out this guide for additional information on hosting perfect online and in-person events. Here are seven ways to get the most out of your webinar investments: 1.

B2B Marketing Trends for 2016

meaningfully with different target audiences. distribution to new audiences as content contributors will be more likely to share. Shari Johnson, VP of Demand Generation, Radius www.radius.com B2B Marketing Trends for 2016 29 Embrace New Technology Improve Personalization with Predictive Marketing Segmenting audiences and marketing messages isn't new and will continue to have a.

6 assumptions push marketing gets wrong

Biznology

The book sets up outside-in marketing as a kind of pull marketing, focusing on audience needs rather than marketing agendas. Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. The audience is in control, and anything you do to try to seize control will lose their trust. ” No.

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The Pendulum Audience: Brand Marketing Lessons in Institutional Trust

Content Standard

It’s a lesson that’s just as true for objects with mass as it is for marketing audiences—and brand marketing professionals who have to constantly contend with audiences that hate to sit still. Your content strategy has been built over the past couple of decades around an audience who likes to feel the authority of printed collateral and mailed prospectuses. Analyze.

Trust 53

Content marketing personalization: know your audience

Biznology

Knowing what interests your audience means knowing your audience, so let’s take a look at painting a more personal picture of them. The first step in this process is understanding that your audience is not a single monolith. Nearly every firm’s audience invariably consists of various segments, each of which, by definition, has different needs and interests than the others.

How to Speak the Same Language as Your Marketing Audience

Act-On

Do you know anything about your marketing audience – such as the big issues in their industry, trends that might affect them, or the role they play in their own companies? If the audience believes that you know and understand them, you’ve already taken a key step toward convincing them that whatever you’re going to ask them to do is a pretty good idea. Who are you writing for?

B2B Marketing Trends for 2016

meaningfully with different target audiences. distribution to new audiences as content contributors will be more likely to share. Shari Johnson, VP of Demand Generation, Radius www.radius.com B2B Marketing Trends for 2016 29 Embrace New Technology Improve Personalization with Predictive Marketing Segmenting audiences and marketing messages isn't new and will continue to have a.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

In addition to coming up with a great content strategy and crafting compelling copy for your story, you also have to carefully design how you’re going to deliver your story to your audience. Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture.

Do you need a massive audience to be huge in social media?

grow - Practical Marketing Solutions

Recently, my dear friend Kristen Daukas and I had an interesting exchange in the comment section about audience size and I thought it would be fun to blow it out into a blog post since it is such a relevant topic. Kristen wrote: “Content may be king but having a vast audience to accelerate the spread of the topic is queen and we know which one rules the castle. It happens.

13 Great Guides to Growing Your Blog Audience

Webbiquity

Now—how you attract and retain a large audience? Find guidance on those topics and more here in a baker’s dozen of the best guides to growing your blog audience from the past year or so. You’ve put extensive effort into your business blog design, content strategy, research, and execution. The short answer is to write great content and then promote it effectively. Email?

Driving economic benefits from your Alpha Audience

grow - Practical Marketing Solutions

Other research projected even higher levels of information density we will have to contend with. I studied this for more than a year and produced a solution via a book, The Content Code , which spells out six strategies to win in an era of incredible information competition. This Alpha Audience is the heartbeat of our business. Activating the Alpha Audience. Absolutely.

B2B Marketing Trends for 2016

meaningfully with different target audiences. distribution to new audiences as content contributors will be more likely to share. Shari Johnson, VP of Demand Generation, Radius www.radius.com B2B Marketing Trends for 2016 29 Embrace New Technology Improve Personalization with Predictive Marketing Segmenting audiences and marketing messages isn't new and will continue to have a.

Strategies to help your business overcome information overload

grow - Practical Marketing Solutions

According to a LexisNexis (client) study on International Workplace Productivity , 62% of white collar workers admit that the quality of their work suffers because they can’t sort through the information they need fast enough. Audience is not the same as “buyer” — Creating personas may be an out-dated strategy? What are you going to do about it? Media is media.

Help 63

Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

It's All About Revenue

It got me thinking about just how much information the brain is capable of holding. Massive expansion of the web has put all of us in a state of information overload. As the amount of information is increasing, we’re also seeing a corresponding decrease in our ability to pay attention. I was talking with my dad the other day about memory. What might this mean for marketers?

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

It's All About Revenue

We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. As such, you need to face the tough question: Is your email marketing messaging truly resonating with your audiences? (In Consider whether your audiences prefer to use mobile, social media, or other channels. Segment by Persona. ?The

Social Media Audiences Are Great, But Email Audiences Are Better

Act-On

You know that while social media represents a vast potential audience, the engagement rates are awful. Disadvantage #2: Social media increasingly requires advertising to reach your audience. And – even with single digit organic reach – a good way to stay in touch with your audience. Choose carefully … it’s a trick question. Second step: Beyond reach and deliverability.

How to Refresh Evergreen Content (and Reach a Big Audience)

ScribbleLive

It may not include information that’s new or trendy, but it should provide good advice, be entertaining, or solve a problem for potential readers. Here’s the top of the current search results: These look like my content marketing peers, so it makes me feel good about targeting the right audience. Good evergreen content is always relevant to your target market. And so on.

A blueprint for succeeding in a world of overwhelming information density

grow - Practical Marketing Solutions

… and thrown into this mix is perhaps the most profound change to our industry since the mobile phone — malignant growth in information density. Most estimates center on a number of 500 percent growth in the amount of information available in the Internet by 2020. I could argue that this is the most difficult time to be in marketing … ever. Fragmented channels.

How Publishers Develop and Monetize Audiences with Digital Marketing

Modern B2B Marketing

If paid audiences are only shrinking , can Gate’s very first prediction that the “real money on the internet” would be in content hold true? And while there’s no silver bullet for building more monetizable audiences, the long answer starts with a combination of enhancing audience data and taking actions on that data to improve targeting and lift engagement.

How to Make Audience Segmentation Truly Personal

Act-On

The smart answer: By matching certain content items to certain audiences. Together they can help marketers deliver a very potent punch of engagement with anonymous site traffic – as they turn audience segmentation into a truly personal customer experience. The post How to Make Audience Segmentation Truly Personal appeared first on Act-On Marketing Blog. That’s it!

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows , be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. What does Mariana do with this information? For Prospect IQ campaigns, users can define a target audience based industry, company size, location, and persona.

Increasing Audience ROI with Personalization

Hubspot

That’s why it’s critical that media companies invest in quality vs. quantity: if you want to attract a high-value audience, your content needs to be high-value too. Just as much as you don’t like fighting against noise for your audience’s attention, your audiences don’t like to deal with media brands that are clamoring for their time. The reason? The answer is personalization.

Presenting a Webinar? Build an Emotional Connection with Your Audience

Act-On

The success of the webinar is largely contingent on how articulate and trustworthy the presenter is, and how well the presentation addresses genuine audience concerns. Choose a topic that you and your organization are very familiar with, and that your intended audience thinks is important. Remember That It’s All About Your Audience – Not You. At a loss for a topic?

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

Either way, mobile will be instrumental in expanding brands’ reach and connecting them to new and existing audiences in a different way. Because mobile devices are an extension of each consumer’s life—set up and customized to their individual needs and preferences—they potentially offer marketers more personal data about their audiences than ever before.

Tracking and Increasing Audience Engagement

Hubspot

That’s why tracking and understanding your audience is so important — so you can create smaller, more targeted campaigns instead of sending every sponsored email to your entire database. This begs the question, how do you begin to understand your audience? The quickest path to getting to know your audience is to start tracking what each member is interested in at an individual level.

Five levers of relevance for digital authors

Biznology

In the case of information, the work involved requires cognitive effort. A weightier task forces the audience to expend more cognitive effort. So if you want to geek out on it, read the book Audience, Relevance, and Search. This post is just for those who don’t want to geek out on it but just want some practical advice on how to increase relevance for their audiences.

This Week in Content Marketing: Content + Audience for the Win

Junta 42

Though we felt some of the stats could be open to interpretation, we applaud the ambitions of this research, given that email is such an important mechanism for building an audience of subscribers. Are APAC marketers adequately informed about content marketing? (28:17): PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. Click To Tweet.

To Change Your Audience’s Perspective, Ask for a Compliment

Content Standard

If brands can’t get unbiased information about what they need to do better, they will have difficulty making company decisions. The post To Change Your Audience’s Perspective, Ask for a Compliment appeared first on The Content Standard by Skyword. A small-but-growing business wants to jumpstart its email marketing, so it seeks out two B2B software companies for help.

10 Ways to Engage Your Audience with Interactive Content

Modern B2B Marketing

Not only does interactive content look better aesthetically, but it also reduces the amount of information your audience has to process at one time. So, we use these techniques to garner more interactions and content engagement , and therefore, incredibly valuable data on the audience using these experiences. Let Your Audience Rate Your Content. Why interactive?

Using Customer Data to Inform Your Personalization Strategy

It's All About Revenue

In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy. Editor's Note: Today's post comes courtesy of Ashley Chavez, Director of Marketing at Get Smart Content.

80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. Where people fill out forms informs the content team if we have recommended gated content that is relevant to what we’re writing about on the blog. 80% Of Our Visitors Take Our Desired Content Path.

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Standing out in a world of information density

grow - Practical Marketing Solutions

I recently did an interview about the implications of information density and Content Shock with a PR magazine in India. There is no blanket answer to the issue of standing out in a world of increasing information density. Target an under-served audience? I recently did an interview about the implications of information density and Content Shock with a PR magazine in India.

5 Ways to Get Personal With Your Audience at Scale

Modern B2B Marketing

Author: Patrick Groover As marketers, we’re in a race–a race to capture and hold the attention of our target audiences. Practically speaking, from top-to-bottom, do all of your activities begin and end with your target audiences in mind? Are your target audiences properly mapped to the products and services that will be the most interesting to them?

4 Mistakes Marketers Make With Audience Research

Digital B2B Marketing

Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction. Research rarely studies an audience exhibiting a single consistent behavior. Instead, multiple distinct audiences are generally assessed together. Are you considering the multiple segments within your audience?

20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? Last year we posted an article about 20 inspiring SlideShare presentations we wanted to share with our audience. First of all, this presentation presents the information in an awesome way -- through sketchnotes. Well, we can''t get enough. Okay, disclaimer. Mark O''Toole.

Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts

Biznology

So, why aren’t business, sales, and marketing leaders focused on providing specific thought leadership content that’s relevant to extremely targeted, specific audience? Isn’t this information that most business, sales and marketing leaders should already know? So the information is simply a reminder. Don’t get me wrong. But I’m not going to invest in a resource. Like this post?