Conversionation

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Content marketing strategy beyond the first degree(s): value chains

Conversionation

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

Conversionation

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 Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

In case you don’t feel like fully reading it, prefer the rules of short copy and want to read the conclusions first then this is for you: we are massively killing content marketing and are making the same old mistakes we always have. It was acquired by my then employer and basically had a local portal, a good e-newsletter and some content in its portfolio. Hurray. It gets worse.

The customer has a voice: your business is the audience

Conversionation

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.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

B2B buyers and professional social networks in the purchase decision

Conversionation

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.

Content Marketing: What Content People Share And Why They Do It

Conversionation

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.

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

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.

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

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

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.

2015: people-centric wishes, predictions and top lists

Conversionation

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, […].

Content Marketing As A Process: Three Rules Before Starting

Conversionation

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, [.].

Doug Kessler: taking a stand – content marketing as evangelism

Conversionation

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 […].

Context Marketing in Context: Beyond Inbound and Content

Conversionation

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.

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

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.

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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

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

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.

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The Cross-Channel Customer Experience Must and How to Achieve It

Conversionation

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.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

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.

Is Touchpoint Marketing the Only Marketing Left?

Conversionation

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.

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.

Great Content Marketing Case: the Vocus Social Media Strategy Tool

Conversionation

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.

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Ardath Albee: what you need to know about buyer personas in B2B

Conversionation

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: addressing customer pain points and questions

Conversionation

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 […

Content Marketing: Should Content Be Created In-House or Outsourced?

Conversionation

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 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.

Achieving Omnichannel Customer Loyalty: Tips and Infographic

Conversionation

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.

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

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.

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Content in Context: How Sharing Equals Creating Content

Conversionation

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?

By: Blogging, Content Marketing and Social Metrics: Ways to Improve Them « Marketers.BlogNotions - Thoughts from Industry Experts

Conversionation

[…] per metric. The mentioned white paper provides some thoughts and ideas to improve your blogging and social media marketing efforts for each of the metrics. We added links and ideas to do […

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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

How to Unsuck at Personalization in Marketing

Conversionation

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.

Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing

Conversionation

For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. Web analytics offers enormous possibilities for those able to take all out of it. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics

From Conversation Company to Optimization Organization

Conversionation

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

Conversionation

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

Conversionation

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 [.].

The Power of Powerlessness: Let Go and Put the Customer First

Conversionation

They are the starting points of a good content strategy and an invitation to the connected consumers to step forward and tell us how we can help them, using all possible ways to capture what they say and do – and, obviously, respond to it. It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. One of the other contributors is Jan Van Aken. Facilitating.

The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist

Conversionation

It consists of what we now call content marketing (including blog marketing), social media marketing (which really is not about being found alone), Search Engine Optimization and so on. Take content marketing, and more specifically blog marketing, for example. But that doesn’t mean you can’t shoot your messages and content out now and then. Produce content and exist.

How to Earn Trust When Distrust Rules

Conversionation

Even social sharing and content sharing in general requires trust. Obviously, developing a relationship in marketing is also about lead nurturing, which is about content, offers, scenarios etc. Organizations have been facing a challenge for several years now: a lack of trust among people regarding what they say, the messages they spread and how they act. What can they really expect?

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Touchpoint and Customer Experience Mapping Made Easy

Conversionation

And, keeping my recent posts on content (and mapping) and on the role of contex t but most of all the customer reality in mind, that’s the only way to go. Example of retention stage touchpoints “This is the age of the customer”. You need to see the world through your customers’ eyes”.  Two simple sentences from a video of Touchpoint Dashboard. But it’s not because I didn’t want to.