Content marketing strategy beyond the first degree(s): value chains
MAY 1, 2014
Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business overlap with content marketing. I’m even not just talking about the need to work with audiences of audiences in an era where everything is (getting) […].
Content marketing: a customer-centric manifesto
SEPTEMBER 17, 2014
Content marketing is not an island. It takes a customer-centric and integrated approach to succeed in content marketing. Creating business value through creating customer value using content marketing – and putting […]. Content marketing Customer experience Integrated marketing We like to call it the Copernican view.
The customer has a voice: your business is the audience
APRIL 6, 2014
The significantly grown attention for “content marketing” and the “brands as publishers” and storytelling narrative has made marketers look at their customers, prospects, etc. Content marketing Integrated marketing as “audiences” It’s time to look at our businesses as audiences.
Email marketing versus social media – once more
DECEMBER 28, 2014
Email marketing Integrated marketing Social media marketing content marketing Email Delivered Social Media Today social versus email If we can believe the people of Email Delivered there is a “heated debate inside marketing circles” about what’s the best option when it comes to focusing your marketing efforts: social media or email marketing.
Social Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. Agility and content are not a fad Forget about the real-time economy for a moment. Knowledge and content. Some facts and data. Social business is all about people, integration (the silos, remember?) and collaboration.
B2B buyers and professional social networks in the purchase decision
SEPTEMBER 16, 2014
Content marketing Research Social media marketing IDC LinkedIn Social Buying Study social networks In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions.
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Customer & business intelligence , data, analysis, wisdom, decision-taking Crowd sourcing, tribe sourcing, community sourcing Removing destructive silos and barriers towards efficiency New and better aligned or integrated and social customer-facing processes (pre-sales, sales, post-sales, marketing, customer service,…) Information and content creation Etc.… Business is business.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
Why do people share content? However, in trying to answering it, one can find a lot of value for his business and “target groups” in this social media and multi-channel marketing age where content plays an increasing role and content marketing is a hot topic. Content is an enormously broad concept that we use every day without really defining it. We talk about how it should be: how important relevant and share-worthy content, how crucial it is in lead nurturing, how it makes or breaks our email marketing programs and even how it has become a currency.
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.
2015: people-centric wishes, predictions and top lists
DECEMBER 31, 2014
Content marketing Customer experience Customer service Digital transformation content marketing customer experience customer journey Doug Kessler Forrester Kate Leggett New Year 2015 It’s also a time to look forward and think about the future, the unknown, […].
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
Not optimization as improving SEO and keywords but optimization as a state of mind of doing better all the time in all touchpoints: search, social, content and more. Blog Content marketing Conversion marketing Customer experience Customer-centricity Marketing optimization Touchpoint marketing Bryan Eisenberg content marketing conversion optimization Gerry McGovern Lee Odden Optimize
Content marketing: addressing customer pain points and questions
JANUARY 23, 2015
How addressing customer questions and pain points is a winning content marketing approach. One of the most direct and effective ways of using content marketing is catering to the questions, pain points and needs of (potential) customers. It’s a very obvious and well-known fact. It’s also relatively achievable, with some guidance and the necessary resources […
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
Virtually all rock stars at the event (no, I’m not talking about Cindy Lauper ), said how important context, content and the customer are. One of the ways we try to attract new customers is by using content (marketing). Good content responds to customer needs, preferences, emotions, reasons, purpose and stages. Bad content doesn’t respond to anything except reach.
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.
Content Marketing As A Process: Three Rules Before Starting
SEPTEMBER 10, 2011
Content marketing is defined as a marketing technique. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROIHowever, it’s also a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. To succeed, [.].
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
The problem is often one of the message or content, that still is focused on what marketers and executives want to communicate instead of what consumers want to know. Consumers are becoming channel-agnostic. They are effortlessly switching from one channel to the other. People discuss their experiences as they get in touch with a business, product and service. The shift is clear.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
We are not the center of the universe and our content and channels are merely servants of business goals and customer intent. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. There are some nice tips and data in the report.
Content in Context: How Sharing Equals Creating Content
SEPTEMBER 23, 2012
The topic: content in context. It’s partially what content in context is about. The topic of content in context has been on my mind since over a year now. We have been saying content is king for a long time. Businesses were building websites without relevant content too often. Today, content and content marketing are hot topics. Content?
Definitive Guide to Planning a New Content Initiative
to plan and produce effective content for their respective companies. content initiative planned, launched and firing on all cylinders. In today’s noisy digital world, it’s more important than ever that marketers have a well- defined strategy for each content initiative. 11 Have we chosen a content topic or area of focus that we can sustain? Countless content.
Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
Content marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. Content is not an afterthought. Unfortunately, I see an increasing attention for content as such.
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
Examples of the disconnected culture: content marketing A while back I started a blog on content marketing. Well, content is crucial in everything we do and it has always been so. But in that content marketing space the exact same thing is happening as in all other – digital – marketing areas before: we don’t look at it from a customer-centric and integrated perspective enough.
Doug Kessler: taking a stand – content marketing as evangelism
AUGUST 27, 2014
Everyone says content marketing is not about selling. Doug is Creative Director and co-founder of UK-based Velocity Partners, a B2B marketing agency with a strong focus on content strategy. Content marketing Interviews Content Marketing Experience Doug Kessler Velocity Partners They’re wrong, Doug Kessler says. Soap and fabric softener bored him […].
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
Every interaction with a social object, a piece of content or an employee of your business impacts the perception and thus reputation of your brand ( and this is not a defensive definition of reputation). Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important? Customer experience and your brand.
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.
Great Content Marketing Case: the Vocus Social Media Strategy Tool
SEPTEMBER 15, 2011
Content is a social object. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.]. Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app VocusBy that I mean it is defined by what people want and how they interact, not the other way around.
Ardath Albee: what you need to know about buyer personas in B2B
OCTOBER 15, 2014
Ardath Albee is one of the smartest B2B marketing and content marketing experts. I’ve been following her since quite some time and, even if we never met, I guarantee you that with Ardath you just know she’ll bring value to the table, based on experience. B2B marketing Content marketing Interviews Ardath Albee Up Close and Persona
Content Marketing: Should Content Be Created In-House or Outsourced?
AUGUST 11, 2011
Earlier this week, Sharon Flaherty wrote a post for Econsultancy, titled “Want quality content? bookmarked it, which usually means I disagree on several points so here are some reflections and tips on deciding whether your content (and what content exactly) should be created in-house or not. Content marketing content marketing content production heidi cohen in-house content Joe Pulizzi john bottom michele linn outsourcing scott frangos Sharon FlahertyProduce it in-house”. also added my thoughts [.].
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
Smart sales people perfectly understand the ‘climate’ and market situation, in which your business operates, and are an important source of knowledge that should lead to smarter content marketing, blogging, social media and cross-channel initiatives. Of course, it’s not the only division in most cases. Many businesses underestimate that. Social media really helps sell, if you do it right.
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.
Achieving Omnichannel Customer Loyalty: Tips and Infographic
JANUARY 28, 2013
Through cross-channel engagements and delivering the right content and information at the right time and in the right environment, we can optimize the relevance and return of everything we do as marketers. It’s as a I wrote in my previous post about customer empowerment. Omnichannel marketing and omnichannel retail, as they are called now and then, are hot.
From Conversation Company to Optimization Organization
APRIL 28, 2012
From conversations to touchpoints: death to the silos Unfortunately, with the idolatry of the ‘conversation’ as that ‘social ideal’, many businesses have been focusing too much on the different elements that constitute a conversation such as the ‘content’ that ‘drives’ or feeds it. They steer the content and the conversation. Again, feel free to comment. Sounds familiar?
Blogging and Content Marketing: Results Versus Personality
SEPTEMBER 25, 2011
Content is produced by people for people, with a focus on [.]. Blogging Content marketing blogging content marketingA corporate blog has a purpose. In fact, it can serve several purposes. So, it’s obvious you want to get results with your blog. However, the rules and best practices of efficient blogging should not undermine vision and personality. Blogging is a balancing act.
Bryan Eisenberg on Social, Conversion and Content Marketing
SEPTEMBER 3, 2011
Content marketing Conversion Opinion Social media marketing Bryan Eisenberg conversion marketing conversion optimization customer-centricity email marketing influence Jeffrey Eisenberg social media voice of the customerBryan Eisenberg and his brother, Jeffrey, need no introduction. They have written books with titles such as ‘Persuasive Online Copywriting: How to Take Your Words to the Bank’, ‘Call to Action: Secret Formulas to Improve Online Results’ and ‘Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing’. In this interview, Bryan shares [.].
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.
How to Unsuck at Personalization in Marketing
JULY 18, 2012
Personalized interactions and dynamic content, based on a broader set of segmentation and ‘targeting’ opportunities, are also still quite rare. Good news for email marketers: according to research from the Direct Marketing Association (DMA), the typical email engagement rates are going up. US open rates of house lists rose 2.6% Here’s why and how to unsuck. Let’s get back to the DMA results.