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Trending Sources

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. All that did was change the shape of the content.

Is Author Rank Really Relevant?

Hubspot

By now, you’ve read about the latest Google-induced confusion-fest. This was one of the accounts of the carnage: Google’s John Mueller has announced that Google is making a major change in the search results around authorship. Specifically, Google is dropping the profile photo and circle count from the search listings where authorship is assigned to a web page.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. We need to stop using pushy, promotional content that we wrongly presume is “informative” and “educational”. UNDERSTAND THE ANIMALS IN THE GOOGLE ZOO. Silence. It’s not about YOU.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. What is the key to shortening the buy cycle? The steps are: 1. Resources

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B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. relevant and carefully targeted) content. content.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

Content Marketing: Now Serving Freshly Squeezed SEO Juice

Sales Engine

Because the search engines like Google have changed their algorithms in the last few years, the role that search engine optimization (SEO) plays in content marketing is causing a lot of confusion. This sort of thinking is where we get into trouble when it comes to our content development strategy. First and foremost, content marketing IS marketing. But we’re not done.

59% of B2B Decision Makers Researching with Smartphones

Social Media B2B

B2B buyers are using smartphones in greater numbers as part of the buying process. According to June 2011 data from Google and the Mobile Marketing Association (MMA), only one-third of their surveyed advertisers had mobile optimized websites, and only 19% had dedicated mobile apps. Determine which website and blog content are most relevant to mobile users.

The state of the nation on SEO, content strategy and earned media

grow - Practical Marketing Solutions

Mark: In your book Optimize you stated that, “Content is not just King, it’s the Kingdom.” Lee Odden :  Solving marketing problems in terms of the attraction, engagement and conversion is all still very centered around content and strategic content creation. Search doesn’t exist without content. The content moves through a number of ways.

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B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. relevant and carefully targeted) content. content.

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Those conversations now have to take place digitally —by people consuming your content and responding with interest. How far down the sales cycle are they?

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The Most Important Changes to Google AdWords in 2013

Hubspot

Keeping up with the thousands of updates and changes Google makes in AdWords each year could be a full-time job. I''m assuming you don''t want to make it your job. Google matches an ad to the device being used to perform the search, giving much-needed user context to ads. Within one campaign, advertisers can deliver desktop and mobile ads in intelligent and relevant ways.

31 Easy Ideas To Create Content Your Customers Want

B2B Marketing Insider

We have already established that content marketing is seen as important but marketers have been slow to act. We need more than just content, we need to ignite our employees to create great content that moves our prospects to the next stage in the buying cycle. 31 Easy Ideas To Create Content Your Customers Want. Content Marketing“).

6 Steps to Generate Leads Online with Content

Synecore

The Internet is awash with content, some good, some bad, and some downright ugly. In this veritable maelstrom of information, how can brands use content to form connections that matter? Here is a useful six-step approach you can follow to generate leads online with content. An effective content strategy should contain written, audio, and visual media. Don’t forget this.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Content marketing and social media do away with the ineffective and inefficient sales tactics that so many organizations continue to use (as if they’re on auto-pilot).

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. relevant and carefully targeted) content. content.

51 Ridiculous Keywords Google Won't Let Me Track Anymore

Hubspot

It''s been a busy month for Google, the 50 billion pound gorilla of the search world. summarizing her opinions on the changes from Google. If you''re not sure what changes I''m talking about, earlier this month, Google decided to encrypt all keyword data -- except for keyword data from ads, of course. horseless headsman could just, like, buy a horse? Keyword fish? GoSox.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. This goal is managed by putting together a content map, along with a marketing automation platform, in an effort to drive static, old leads to sales-readiness, by providing those leads with additional valuable content. determination on how your content can stand out.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Phase One: Content Assessment. Additionally, our content approach covers three main goals: Increased website traffic. This goal focuses on providing valuable content via landing pages in exchange for lead capture information such as email addresses and roles in the buying process. This goal is managed by putting together a content map, along with a marketing automation platform, in an effort to drive static, old leads to sales-readiness, by providing those leads with additional valuable content. determination on how your content can stand out.

The Problem With The Story You Are Telling

ANNUITAS

We are running this again because no matter what technology is introduced, what changes Google makes…it is still all about relevant content. Good, relevant content is more important than ever, because of a Panda. Back in May, Google released an update to their search algorithm, called Panda 4.0. Throw a rock at a content marketing website or blog, and you will hit an article about the importance of telling a story. So how should this influence your content marketing strategy? Blog content marketing Google.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

These are primarily online pull tactics (including inbound marketing, content marketing, SEO and social media). Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. Content marketing and social media do away with the ineffective and inefficient sales tactics that so many organizations continue to use (as if they’re on auto-pilot).

5 Traits of Great Marketing Content

Marketing Action

Which means you’d better have great content. From case studies, white papers, and videos to blog posts, webcasts, and eBooks, it’s critical to have content readily available (and findable) that answers buyers’ questions, addresses their business needs and pain points, and helps them visualize a successful working relationship with your company. Eighty percent. Sign Up Today.

SMB Marketing Automation: Getting Started with Content Strategy

NuSpark

Overcoming lack of understanding, resources, and content . The other issue I’ve seen with the lead nurturing concept at SMB firms is the eagerness for salespeople to engage with leads who download content, even though those prospects aren’t ready to be engaged with.  I understand the enthusiasm; inquiries are captured; but how long should salespeople wait to contact them? 

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SEO and Content Marketing Work Together

NuSpark

Search Engine Optimization, or SEO, is the unique mix of art and science with the ultimate goal to showcase your firm on Google’s first page when users query a term that your firm provides as an answer to that query.  Promotional ads        Get content now        Landing page/microsite         Immediate leads. SEO                              Learn about Us           Website                                  Find us first,   let content persuade to become leads. We look at keywords that are most likely to show high page rank across various buying cycles

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

Tuesday, October 05, 2010 B2B Companies are Really Content Companies, But is Content Publishing Enough? As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. How important is content marketing becoming to B2B marketers? Return on investment in content marketing is not assured.

SEO and Content Marketing Work Together

NuSpark

Search Engine Optimization, or SEO, is the unique mix of art and science with the ultimate goal to showcase your firm on Google’s first page when users query a term that your firm provides as an answer to that query.  Promotional ads        Get content now        Landing page/microsite         Immediate leads. SEO                              Learn about Us           Website                                  Find us first,   let content persuade to become leads. We look at keywords that are most likely to show high page rank across various buying cycles

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

by Liz Smyth In the second part of our Marketing in a Downturn series, we’re examining the importance of content marketing. That means creating and repurposing valuable content that reflects what your buyers and prospects are interested in, and guides them through the sales funnel at their own pace. Plan your Content. Optimize Content for Inbound Marketing.

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Five Killer Content and Social Media Marketing Resources

WindMill Networking

As I explained in my last column , I do quite a bit of reading to stay up-do-date with the content and social media marketing fields.   There is so much great content about content marketing, and I often link to articles and cite experts. This in turn points to the need to bring Web, social media and content strategies in line. Branded Content tool, anyone? 

4 Content Strategies for B2B Corporate Blogging

delicious b2bmarketing

Besides Google Adwords and Bing, what other major PPC sevices are. I am doing PPC for a franchised company with several locations. E. The B2B blog team must develop content that resonates with a target audience and is tailored around specific goals. Can you tell me how can I create search query report through Goog. This article focuses on the writing component. Newsletter problems?

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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

What Mom Never Told You About How to Find B2B Customers

KoMarketing Associates

MarketingProfs research shows 71% of B2B marketers use content marketing to generate leads. But the obvious question is: How do you know which content resonates best with prospective buyers and make sure you’re getting that content in front of them? You also need to consider the stage of the sales cycle visitors are in when they come to your blog. Oh, sure. Clearly not.

9 SEO Techniques to Dominate the Most Popular Methods of Content Discovery

Hubspot

Though Google gets roughly 3.5 If you want get more people to find you in search, you need to know how to optimize your content for each of these types. If you want to buy a book of Amazon, you might do something like. Google’s Knowledge Graph is the most noticeable semantic search implementation in the search world. call these "wallet-out, ready-to-buy" searchers.

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The Problem With The Story You Are Telling

ANNUITAS

Good, relevant content is more important than ever, because of a Panda. Back in May, Google released an update to their search algorithm, called Panda 4.0. Throw a rock at a content marketing website or blog, and you will hit an article about the importance of telling a story. The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. Trying to game the system?

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

Attribution: the science of marketing

Biznology

discuss this at some length in Outside-In Marketing: Using Big Data to Guide Your Content Marketing. Google doesn’t index assets that require a registration. Numerous link analysis tools are available that can measure the relevance of a call to action to the experience it sends people, and can replicate this measurement at scale. It is probably not the best way.

17 (of the) Best AdWords and SEM Guides of 2011

Webbiquity

That’s just one entire category of searches that should, rightfully, be removed from any relevant analysis. pages with a conversion form and limited content). Google AdWords) in conjunction to maximize first-page-of-the-search-results exposure. Understand Google AdWords quality scores? How to Schedule Dayparting on Google AdWords by Search Engine Watch.

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Seven Habits of Highly Effective B2B Websites

PWB Marketing Blog

While SEO is important, what’s more important is that your customers understand your content. Use Google Analytics to set up conversion events to track specific actions on your website that are proxy indicators for buyer interest. Inbound marketing provider Hubspot has seen conversion rates improve over 30% by having relevant offers targeted to each stage of the buying cycle.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

There have been numerous models proposed for social media and content marketing (including the Four C’s of Social Media Marketing model previously published here), but when all of the complexity is stripped away, social media marketing success comes down to two core elements: content and amplification. Content is like singing a song. Content can be produced in a wide variety of formats: • White papers. But regardless of the format, the first key to getting your content amplified by others is to produce high-quality, share-worthy content. Case studies.

The Problem With The Story You Are Telling

B2B Marketing Insider

Good, relevant content is more important than ever, because of a Panda. Back in May, 2014 Google released an update to their search algorithm, called Panda 4.0. Throw a rock at a content marketing website or blog, and you will hit an article about the importance of telling a story. The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. Content Marketing

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year

Act-On

Web Design – Rather than just passively receiving information from old-fashioned, static websites, today’s prospects and customers want to participate in the learning process, so companies have responded by creating dynamic, interactive content on their sites to help visitors educate themselves, share feedback, make choices, and opt in for further communication. Others are using all of them.