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. 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. 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.

150 Content Marketing Tips

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

9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. free) search engine optimization (SEO) content targeting. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. Marketing Trend #5: Increased use of analytics tools (e.g., Google Analytics) to spot ways to improve ROI.

9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #2: Increased use of quality, targeted content (textual and video) that tells a company's story well and engages the prospective customer. free) search engine optimization (SEO) content targeting. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. Marketing Trend #5: Increased use of analytics tools (e.g., Google Analytics) to spot ways to improve ROI.

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. 2) How to accurately measure your online campaigns. 3) The importance of sales lead cultivation.all with a special emphasis on the business software industry. 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.

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. 2) How to accurately measure your online campaigns. 3) The importance of sales lead cultivation.all with a special emphasis on the business software industry. 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.

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.

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

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 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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Should your content generate leads or relationships?

grow - Practical Marketing Solutions

His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” Should content generate leads or relationships? ” I asked.

7 Content Marketing Mistakes Costing You Time and Money

Act-On

Content marketing is getting harder. Ironically, it’s because of the content itself. There’s just a crazy amount of content available right now. Here’s what the increase looks like year over year: That rate of content publishing – sometimes called content “velocity” – isn’t going to stop. Because it appears the more content we publish, the less engagement we get.

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Content Marketing Playbook: Strategy and Roadmap

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.

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. Stats About Content Marketing Use and Trends. 1.

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25 Content Marketing Tools To Jumpstart Your Content Marketing Strategy

B2B Marketing Insider

Creating and finding good, relevant content to share with your target audience is hard work. But thankfully there are lots of great time-saving content marketing tools out there to make this process easier for you. have listed some of my favorite tools below to help you brainstorm content ideas and put together great content […]. Content Marketing

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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 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 105

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

The 12 Hottest Tools for Content Promotion

B2B Marketing Insider

Content marketing is nothing without good promotion. There are a lot of people furiously writing great blog posts, spending hours a day, hoping that an insane amount of new customers will magically find their content and purchase their app, solution, merchandise or something else. Promotion was important before content marketing […]. Content Marketing

How to Create Dynamic Social Content

B2B Marketing Insider

Dynamic social content is content that evokes responses, earn shares, and meets a need. One way to determine whether or not your content is dynamic is to ask yourself if you would share that content if it came across your newsfeed. The post How to Create Dynamic Social Content appeared first on Marketing Insider Group.

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.

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. 

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of. Beyond quantity, advocate content and interactions are more valuable because buyers see them. What they love is exclusive access to content, events, and.

10 Hacks for Content Marketers Who Have Little Time

B2B Marketing Insider

Yes, this entire content marketing thing is great. Heck, if done right the struggle for eyeballs might turn into a struggle for content, to satisfy the many readers you’ve got. The post 10 Hacks for Content Marketers Who Have Little Time appeared first on Marketing Insider Group. Content Marketing Content content curation content marketers guest blogging Social Media

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. Here’s 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. It sucked.

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?  .

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.

Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

The strategy behind the content

grow - Practical Marketing Solutions

At the end of each year I reflect on what I need to do more of or less of … what is working now and what will be working in the coming year. A lot of this reflection is spent on the time I spend creating content. thought I would share for you my strategic view of the strategy behind the content streams going into 2016. Content has no value unless it is seen and shared.

Content Marketing Trend: “Micro-Content”

B2B Marketing Insider

Now, he runs VaynerMedia, a company that produces content and marketing campaigns for big brands. Vaynerchuk and his 250-person team have recently shifted their focus to micro-content on social media platforms, as well Vine videos , to spread their clients’ branding messages. You produce content for Vine, Medium, SoundCloud, Instagram, Tumblr, and Pinterest. Content Marketing

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How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial Marketing Today

Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing content marketing for distributors Industrial content marketing Industrial sales

How Your Startup Can Overcome Content Marketing Challenges

KoMarketing Associates

Starting a content marketing program from scratch is right up there on the list. Data shows content marketing is a long game requiring consistent, strategic investment. Startups that invest in content marketing have the means to affirm theirs is the best solution. Content has the cues. There are even more reasons to begin content marketing early. Guess what?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

20 Experts Provide Their Content Marketing Predictions For 2016

B2B Marketing Insider

Last week I ran my own content marketing prediction : A Correction In The Advertising Market. This will drive an increase in content marketing budgets. It will force more marketers to consider how to create and publish content their customers actually want. And it will require content marketers to get pretty damn good at showing ROI. Content Marketingthink not.

How to Create Irresistibly Shareable Content

KoMarketing Associates

Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What Enjoy! The Place.

An A to Z of Content Marketing Best Practices

Act-On

There’s a lot to know about content marketing. You’ve got the content creation part, the social media part, the SEO. To give you a broad view of the content marketing best practices now in being used in the industry, we thought we’d package them up like ABCs. Content marketing is about audience, audience, audience. The anchor of many content marketing programs.

Why Customer-Focused Content Should Be A Priority

B2B Marketing Insider

And simply replacing a few words in your existing content […]. The post Why Customer-Focused Content Should Be A Priority appeared first on Marketing Insider Group. Content Marketing content strategy content writingThere’s a shift happening right before our eyes. Gone are the days where marketers concentrated on company-centered messaging.

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. content. B2B Marketing.

Once is Never Enough: How to Repurpose Content Like a Boss

Act-On

Producing engaging content is the #1 challenge for content marketers. Getting it right often requires a whole team of people, from data analysts and content strategists to the actual content creators – the subject experts, writers, designers and editors that produce the final product. Creating engaging content is the biggest challenge for B2B and B2C content marketers.