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.

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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.

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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.

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.

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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

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.

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?  .

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.

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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8 Genius Ways to Repurpose Content

Act-On

B2B marketers are ramping up their content production, reporting a 51 percent budget increase for this year alone in a Content Marketing Institute study. Michael Brenner, CEO of the Marketing Insider Group , said, “Content marketing represents the gap between what brands produce and what consumers actually want.”. Everybody responds differently to content formats.

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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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.

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.

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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 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.

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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.

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. 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.

Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content. Behavior-Based Content. Don’t call them, they’ll call you. How did they find your site?

Infusing SEO Into Your Content Marketing Strategy

B2B Marketing Insider

Most search marketers would agree that content marketing is an essential cog in the wheel of SEO. Exceptional content that delivers value and purpose can earn links naturally, fueling a website’s authority and overall ranking potential. When content marketing strategies are infused with subtle layers of SEO and keyword targeting, the potential to realize greater […].

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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.

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.

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.

5 Powerful Techniques To Boost Your Content Marketing

Act-On

Every day, large and small businesses use content marketing to increase their conversions, leads and traffic. Having a powerful content marketing strategy in place can mean all the difference in whether you’re seeing the full potential of your efforts through the amount of conversions you’re turning over. Writing content is easy, writing exceptional quality content is hard.

13 Suggestions for Content Marketing Inspiration

KoMarketing Associates

One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The newfound bounty can power content marketing efforts for a few weeks or even longer. So how can a content marketer keep a spark file of fresh ideas and stave off the boring, overdone, or stalled ones? Here are some suggestions for finding your content marketing inspiration.

3 Things Jerry Seinfeld Can Teach Us About Creating Quality Content

Act-On

Jerry Seinfeld’s show “ Comedians in Cars Getting Coffee ” is not just good fun – it’s also built on a simple foundation of quality content gold, which you can replicate without breaking the bank on antique automobiles. Jerry the content genius. Jerry’s first content trick: Don’t reinvent the wheel. He calls his guest and asks him or her out for coffee.

28 Super Easy Tips on How to Promote Your Content

grow - Practical Marketing Solutions

Content distribution has been a BIG topic here on {grow} and around the social sphere. As Mark’s book, The Content Code  explains, “great content isn’t the finish line, it’s the starting line.” Here are 28 tips on how to promote your content online. Promote Your Content On Social Media. Promote Your Content To Your List(s).

34 Compelling Content Marketing Stats and Facts

Webbiquity

Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing). But with so much content being produced, distributed and shared, how do you make your efforts stand out and grab the attention of your prospects? Only about half of marketers try to connect content to sales. TopRank ). 2.

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Does every business need content marketing? A reality check.

grow - Practical Marketing Solutions

Does every business need content marketing? Sometimes in tough competitive situations you survive to the next year by cutting a penny per unit on a long-term contract instead of investing in epic content. This week I came across a quote from a speaker at the Content Marketing World conference: “Content marketing works every time, for every business, in every industry.”

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?

Growing Up – Moving Away from Kid’s Menu Content

Type A Communications

July 7, 2016 by Jeff Julian Content marketers love writing content.  It’s almost like we made Content Marketing up just to fool our managers into letting us write and get. Content Marketing Strategy Marketing Strategy Personas B2B Marketing content marketing content marketing strategy Jeff Julian personasread more.

5 Reasons Snackable Content is (Still) Awesome

ScribbleLive

If you’ve ever heard the expression “big things come in small packages,” you already know a little something about snackable content. This social media content category might be composed of small, easy-to-consume chunks of information—think a tweet, or a Facebook video, or an Instagram meme—but it is nonetheless a mighty force for the good of your brand. Puh-lease.

Survey: 93% of Inbound Marketing Professionals Create New Content Weekly

KoMarketing Associates

As inbound marketers churn out new content, a survey has revealed that many of them do so multiple times throughout the month. In fact, according to a survey of 100 inbound marketers conducted by Writtent, 93 percent create fresh content weekly. Approximately In terms of B2B marketing, buyer personas are critical to creating valuable content, according to previous research.

Delivering Results through Content Personalization [Interview]

KoMarketing Associates

Content personalization continues to be a challenge for marketers, as revealed in the “2016 Trends in Personalization” study from Evergage. We spoke to Paula Crerar, vice president of content marketing and programs at Evergage, for more insight into the report. HOW DO THE CONTENT PERSONALIZATION CHALLENGES SPECIFICALLY PERTAIN TO B2B MARKETERS? They just aren’t relevant to me.