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Cartoon: Who is creating content for your company?

Digital Body Language

First posted this morning on It's All About Revenue : Tags: Social media Content Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it!

Marketing Dashboard: Passive Discovery

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One of the main ways in which people discover your message , of course, is coming across your messages "passively", through ads, content, and social media sharing. However, great content that allows an organization to earn passive discovery is often much less trackable. Effort this is invested in creating and promoting great content results in a slow and steady growth in awareness.

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5 Things You Shouldn’t Expect from Marketing Automation

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Create interesting and relevant content. Many marketers fail to consider the amount of educational content necessary to address their buyers’ concerns. While a marketing automation system will deliver the content, you’ll still need to develop a content strategy and create engaging communications. Define buyer personas. Engage with others through social media.

Evaluating Marketing Automation - 10 Questions To Ask

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Do we have the right content? Do we have the content in place to guide buying criteria over time as we nurture? 4) How will our marketing automation data and CRM data integrate seamlessly? The market for marketing automation software is doing very well these days. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success.

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

Is B2B Content "Likeable"?

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With all the discussion about Facebook's new "Like" (or "Recommend") button for the web, I thought it would be worthwhile running a small experiment to answer the following question: Do the readers of B2B content share more on Twitter or Facebook? What have you seen for B2B content? However, in the interest of science, I thought the experiment was worthwhile.

Lead Scoring: Eight Critical Questions to Consider

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For example, if you are looking at the title to find an executive responsible for content strategy, you may give 10 points for "VP", "Content", "Digital", "Media" or "Production". However, would you want to give 50 points for a "VP of Digital Content and Media Production". Much of the conversation around how best to set up lead scoring tends to focus around the aspects of the buyer's digital body language that are most interesting. What whitepaper, excerpt, or download they last looked at, and what this means in terms of their propensity to purchase. who to nurture further?

Buyer Roles, Buying Stages, and Perception Challenges

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We looked earlier at the evaluation of existing content assets that can be done at each stage of the buying process, and for each buyer role involved. similar exercise needs to be done to assess where the need for content is greatest. Tags: leaky funnel Discovery Buying Process Validation Buyer Roles Education Content Awareness

Marketing Dashboard: Active Discovery

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If a term is performing poorly, either an investment in search engine marketing against that term, or a focus on content around that term may improve your chances of being actively discovered by buyers seeking information on that term Deeper Searches As looked at earlier, however, the way in which buyers seek information is changing. Of course, overall trends are also very much of interest.

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.

Marketing Dashboards

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As content is provided to the sales team to use in their communications, a dashboard should be set up to provide insight into which content assets are being used, and which members of the sales team are most active. Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard.

What is B2B Marketing?

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This leads to a need in B2B marketing for a significant amount of content. Mapping marketing content to the buying cycle is key in ensuring you have the right assets available for each of the buyers involved. This active management of the top of the marketing funnel leads to unique challenges for B2B marketers, as there is a need for rich thought leadership content of interest to prospects at the top of the marketing funnel in order to effectively nurture leads until they are ready to consider a purchase. What exactly defines Business to Business (B2B) Marketing?

Content as Advertisement

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Content has long been a key driver of success for great B2B marketers in today's world. That's nothing new, and we've talked about related topics such as the content gap and the need to get more subject matter experts involved. However, one challenge that remains is how to draw attention to your content. Have you tried using content as an advertisement in this way?

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The Sales Team as a Content Testing Crucible

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Marketing teams generally work hard to provide not just content and messaging that is available online, but also content and messaging that can be used directly by sales teams as they guide buyers through the buying process. Tags: marketing analysis sales enablement sales and marketing alignment Content

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Deep Searches and Content Proliferation

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As the effect of social influence on search results increases, this trend will only increase as deep content, of a quality determined by the social influence of specific experts in that topic area, can be even more easily discovered. Tags: Social media Discovery search Content Take, for example, search.

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 Content Gap - Lead Nurturing and Content Creation

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The best, if not only, way to do this is with great content that adds value, is thought-provoking, and captures the attention of the prospective buyer based on where he or she is in her buying process. Typically, buyers progress through stages of a buying process from Awareness, to Discovery, to Validation, and have unique content needs at each stage.

The Buying Process; Auditing your Content Assets

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When you have mapped out your buyer roles and the stages in their buying process, the next step is to determine what content is needed or available at each step in order to facilitate their buying process. very useful exercise to undertake is an audit of your existing marketing content in order to understand what content you currently have available and what new content may be required.

Unsubscribes and Content Relevance in B2B Marketing

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Relevance to their Stage in their Buying Process: We’ve all received marketing communications that were driving towards a deal when we were just educating ourselves on the industry, and vice versa, we’ve received introductory, high level content when we were almost finished a detailed evaluation. Relevance of Style: Each audience responds to different styles and content.

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LinkedIn as Facebook for the Business World

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(note, this post was cross-posted on It's All About Revenue last week) I've long been a bit skeptical about the use of Facebook for sharing business content. However, for content like whitepapers, it just does not work. I'm currently running an experiment to see if B2B content is "likeable" on Facebook , and while I have not compiled the data yet, the answers are looking bleak.

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.

Personalization and the bottom end of the scale

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I'm a big fan of increasing relevance through carefully personalized content. The insight provided through looking at software usage patterns can be among the most powerful, as you can build highly relevant content, based on very specific knowledge of an individual - in context of your application. Tags: Digital Body Language personalization Content

5 things to do to get ready for coming communication shift

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Not only will this ensure a discipline of search-friendly practices, but it will guide your company culture towards one that thrives on the continuous creation of great content. 5) Watch the Search Majors : As Google deepens its investment in display advertising , and Bing makes similar moves, their ability to target “discovered” conversations will continually increase.

Measuring the Unmeasurable: Influencers

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The following framework is a starting point for assessing your ability to influence the market influencers. 1) Value of a Publication The first step is to assess the publishers and publications you would like to influence. I use the term “publication” and “publisher” very loosely to refer to any writers, bloggers, thought leaders, and content contributors online.

Message Delivery vs. Message Discovery

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Successful marketers are able to ensure that their content is present at the top of the search results , either through an effective search engine optimization strategy, or through good search engine marketing and a healthy search marketing budget. The techniques of great journalists are of use here in making each content piece most interesting and most likely to be read.

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.

6 Ways For Marketing to Help with Social Media

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Most are organized more around "lightning strike" rather than "flywheel" investment patterns, and often marketing teams do not contain the real subject matter experts needed as content creators for great social media efforts. The content on each post is very likely long-tail or niche oriented, so the traffic volumes for each one will not be large, but the relevance will be very high.

4 Quick Steps to Understand Search Discoverability

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Find the first piece of content from your web properties, and record the rank. For each of your 10 main phrases, how many people are finding your content each month. At a raw traffic level alone, this can provide a lot of insight into the success of your efforts to get content ranked on the search engines. We are not all natural search experts, nor should we be.

Email as a Discoverable Medium

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Receiving uninteresting or non-valuable content from a particular source quickly leads to a situation in which we recognize, and reflexively delete or ignore the content. Once an email has been received and opened, most audience are quickly scanning for interesting content. Tags: emotional unsubscribes Email marketing Content

TV is Dead. Long Live TV.

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It was this careful orchestration of content that made the experience enjoyable, and all I had to do was sit back and take it in. Could I have found all of that content online? Television, generally, does a great job of orchestrating, curating, and sequencing the content. Tags: Television inbound marketing Content Here's why - we're lazy. For that, I watched a few ads.

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

Re# (ReHash) - Rehashing old great posts on Twitter

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This metaphor works well for current events and other time-sensitive discussions, but not so well for conveying the deep content that is of relevance for an audience in a specialty field. What have you found with social media and content timeliness? Is it the content itself, or the medium it’s discussed in that determines whether the content is still relevant?

Discoverable Messages and Direct Marketing

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Direct Marketing and the Challenge of Attention On the other end of the spectrum, with the exponential growth in all forms of direct communications, especially online forms such as email, the challenge is no longer the delivery of the content. The more well targeted a message is in either approach, and the more relevant the content, the better a message is "discovered".

Event Marketing and the Information Concierge Concept

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Rather than share the usual “promotional” content that we all see at these events, BKV took a different approach. They are looking for insights, ideas, and great content. I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. One of the techniques that caught my eye this time came from Jamie Turner and the team at BKV Digital.

6 things the iPad means for B2B Marketers

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Tags: Mobile sales enablement lead management Content

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The Flywheel and the Lightning Strike

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By “significant” I mean investments on the level of the other major marketing programs such as search or event marketing , with teams creating great content, engaging with audiences and finding creative ways to add value to potential buyers. There seems to be a bit of schizophrenia in B2B marketing these days. The excitement and interest in social media, and all it can do, is palpable.

Influencers, Advocates, and the Mainstream

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On this blog, much of the discussion has focused on the ability to get an idea, message, or piece of content, based on its own merits, to be discovered by an intended audience. Tags: Influencers Social media Discovery Content We've all heard the hesitations on social media - "I don't use it", "my peers don't use it", "our buyers don't use it", etc.

Information Will Find Me

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As each individual’s interest areas, business role, and social influence graph becomes more and more known by search engines and content portals, the information being presented will cater itself more deeply to what is likely to be of interest. The question for marketers, of course, is how to have relevant content discovered by appropriately interested buyers in this way.

The Next Transition in Communication

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Filtering through this noise is a daunting challenge, and whereas most social media can be filtered by keywords or brand names, this still tends to result in an overwhelming volume of content. 5. Over time, the way in which communication happens has gone through some very interesting transitions. One-to-One The oldest form of communication is the one-to-one model.

Is Foursquare Relevant for B2B Marketers?

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Whereas I’m far from a power user, I have unlocked a few badges (sadly, one of my first was the “Jetsetter” badge that is given for checking in at 5 airports), and I’m in strong contention for the Mayorship of Eloqua. Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers.