Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. Selecting effective marketing programs. Advertising. Web site. Seminars.

Using Marketing Analytics in Strategic Marketing Planning

Cliff Allen on Marketing

Marketers now need to track user generated content on all of the social media sites, forums, blogs, video sharing sites, and other ways the Internet distributes information about your company and brands. A good marketing strategy is based on good data. Industry and market data. When your industry is growing, your company is probably growing, too. Macro economic trends. Online monitoring.

Gravity Summit

Cliff Allen on Marketing

And it’s important to create a fresh flow of new content for the social media team to promote. . Social media marketing is the current "hot" marketing technique that marketers are turning to. I recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign.

Gravity Summit

Cliff Allen on Marketing

And it’s important to create a fresh flow of new content for the social media team to promote. . Social media marketing is the current "hot" marketing technique that marketers are turning to. I recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

From Click to Lead to Sale

Cliff Allen on Marketing

Topics include: 1) Design and content tips to improve your ability to convert web visitors into leads. We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers.

From Click to Lead to Sale

Cliff Allen on Marketing

Topics include: 1) Design and content tips to improve your ability to convert web visitors into leads. We all know that marketing is a process -- a never ending process of generating awareness, interest, leads and, of course, sales. Periodically we need to step back and review our online marketing strategy to make sure that our day-to-day tactics are the best uses of our resources. Michael Ortner at Capterra has written a short, but very valuable free e-book for online marketers about the best ways to generate traffic, leads, and customers.

Ads Producing An ROI Are Bought, Not Sold

Cliff Allen on Marketing

This means publications can spend less time trying to sell overpriced (or under-tracked) ads -- and more time creating compelling content. Seth Godin talks about how difficult it is to sell advertising -- especially advertising in media that are not trackable and cannot demonstrate an ROI. My first career was in radio and TV -- two of the most un-trackable media there are. I did what I could to fix this problem with our reach-and-frequency software, but their problem is too big for most advertisers to deal with. It's a win for advertisers, readers, and publications

A new beginning again

Cliff Allen on Marketing

Strategic Marketing for Growing Companies A new beginning again By Cliff Allen on April 6, 2007 9:51 PM | No Comments | No TrackBacks After using a traditional content management system for years to create articles on Allen.com I decided it was time to start a blog. Ill be sharing short observations on marketing and encouraging the conversations that are hard to have using a traditional CMS. let the conversations begin.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

aQuantive CEO on When Everything Goes Digital

Cliff Allen on Marketing

However, a stock trader on CNBC asked Brian McAndrews, aQuantive CEO, what I thought was a more interesting question: When will all content go digital so that everyone will be a measurable viewer or reader? Microsoft has announced their largest acquisition ever -- buying the digital advertising systems of aQuantive for $6 billion. Most reporters were asking how this acquisition fits into Microsoft's strategy. McAndrews very confidently said it'll be 5-10 years. As someone who has been in direct marketing for a long time, I only have only one thing to say: finally

The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. But if you are you looking for the best content marketing examples you’ve come to the right […]. The post The Best Content Marketing Examples appeared first on Marketing Insider Group. Content MarketingThere were actually 106 examples there but “99+” felt better.

Content shock re-visited, the content marketing myths and realities

grow - Practical Marketing Solutions

They realize that producing content is a great way to increase awareness for their agendas and brands. Perhaps they’ve read my book The Content Code , which articulates this very strategy. But to continue to compete in this crowded content channel, I’ll have to spend even more time to develop even better articles. Content Shock is certainly here to stay.

The 21 Best Content Curation Tools

Webbiquity

Although content marking is now a nearly universal practice—with 93% of B2B marketers using content marketing— half of all marketers still rank “producing enough content” as one of their top five challenges. Fortunately, content marketers don’t have to do it all themselves. Create and source user-generated content fast with simultaneous collaboration.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

And content fuels it all Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced. The amount of content exploding online is staggering.

Manufacturing Content Marketing Trends and Challenges

Industrial Marketing Today

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 was the first year that CMI published its annual Benchmarks, Budgets, and Trends report specifically for B2B manufacturing content marketing. This is only a content summary.

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.

How Sujan Patel Writes Six Top-Ranking Blogs Every Week

Influitive b2b

As a content marketer, everything you do revolves around producing the best content as quickly as possible. However, in a world where competition for views is high, how can you strike a balance between quality and quantity? Sujan Patel, author, blogger, public speaker and co-founder of multiple startups including Mailshake and Narrow, has an answer.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The five great questions of content marketing

grow - Practical Marketing Solutions

These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. We can create ‘great’ content, but how do we guarantee it is seen? Seamless content creation. The challenge I face is how to educate my company-wide content writers to produce engaging, cost-effective content for our target audience. ” 5.

The Psychology of Colors in Content Marketing

B2B Marketing Insider

Design plays an important part in content marketing. In turn, sites that rely on content marketing tactics like blogging need to use images to help break up the text and give their readers’ eyes a break. […]. The post The Psychology of Colors in Content Marketing appeared first on Marketing Insider Group. Content Marketing

How to Get More Results Out of Less Content

Act-On

According to the Content Marketing Institute and Marketing Pros, marketers have been creating quite a lot of content over the past few years ‒ and it looks like most of us will create even more of it this year. I wonder if putting so much of our resources into creating more and more content might actually be a mistake. Here’s why: We’re not making the most of the content that we’ve got. Most of us aren’t optimizing our older content by republishing it, either. Do them consistently, and you might be able to create less content and still get more results.

Stats 103

Content Shock is here. Now what?

grow - Practical Marketing Solutions

About two years ago, I wrote a blog post called Content Shock: Why Content Marketing is not a sustainable strategy. The premise behind Content Shock is simple. My post was a call to arms, pointing out that what worked in content marketing a few years ago — when content was a novelty — will not work in this era or overwhelming information density.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

The strategy behind the content

grow - Practical Marketing Solutions

A lot of this reflection is spent on the time I spend creating content. I thought I would share for you my strategic view of the strategy behind the content streams going into 2016. Here’s a summary of where things are headed: Written content. The point of this story is … what is the value of my written content? It’s significant. Everything. Podcasting.

The business case for unbranded content

grow - Practical Marketing Solutions

In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Why would you create content and not even take credit for it? Using unbranded content when branding is impossible.

Case 109

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. 8 Stats About Content Marketing Use and Trends.

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B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West ( @ misslindawest ), Director of Digital Marketing at Act-On Software , a rapidly growing company that makes a marketing automation Software as a Service (SaaS). A Shift in Customer Behavior in Content Marketing. How a technology company used its employees to generate quality content.

Video 124

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. C – Create Compelling Content.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

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%. The Track Maven study found that content engagement decreased by 17% in the same period.

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

The uncomfortable state of content marketing metrics

grow - Practical Marketing Solutions

In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. Fixing the content marketing problem. This is not good.

What Is Content Marketing Development?

KoMarketing Associates

As a content marketer, I look forward to this time of year. This past year, I’ve had the opportunity to work on a number of content advisory programs, where our team is making recommendations for our clients’ content marketing teams – and then they execute. That said, there are a number of best practices to keep in mind when developing effective content marketing programs.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. 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. But does more content result in better content? We could get more strategic about curating some content. So what to do? .

Stop creating Random Acts of Content

grow - Practical Marketing Solutions

I was sitting in a workshop with my friends at a big multi-national company and, like many companies, they were struggling to come up with a comprehensive content marketing plan. After listening intently for a couple of hours, the marketing director said, “we have to stop creating random acts of content.” The hidden cost of content. Content is intoxicating.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). This is only a content summary.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust