Digital Body Language

Trending Sources

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 ). I hope you enjoy it!

Marketing Dashboard: Passive Discovery

Digital Body Language

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.

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

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

Digital Body Language

Do we have the right content? Do we have the content in place to guide buying criteria over time as we nurture? The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. What mistakes can be avoided? How are leads routed to sales? Area code?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Four Reasons for an Information Concierge

Digital Body Language

The Need for an Information Concierge I believe though, that there are four reasons that the information concierge role is necessary, and will continue to grow, even as search engines continue to improve: Clarity: As buyers look for deeper and deeper content, the clarity with which they must craft their search query increases. So why not search? What department are they part of?

Is B2B Content "Likeable"?

Digital Body Language

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

Digital Body Language

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

Digital Body Language

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. A 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

Buy 11

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. C – Create Compelling Content.

Marketing Dashboard: Active Discovery

Digital Body Language

A dashboard comparison of both the number of searches being performed on each search phrase (the search engines' webmaster tools provide this information quite readily), and the number of visitors to your content based on those main terms gives a very good understanding of if you are successfully being discovered through this avenue. Are you Being Discovered?

Marketing Dashboards

Digital Body Language

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.

B2B 11

What is B2B Marketing?

Digital Body Language

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

Digital Body Language

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?

B2B 2

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

And content fuels it all Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation.

The Sales Team as a Content Testing Crucible

Digital Body Language

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

Deep Searches and Content Proliferation

Digital Body Language

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.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

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

Digital Body Language

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. A 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.

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

LinkedIn as Facebook for the Business World

Digital Body Language

(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.

Unsubscribes and Content Relevance in B2B Marketing

Digital Body Language

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.

Personalization and the bottom end of the scale

Digital Body Language

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

Digital Body Language

4) Be Findable: understand, and continually improve, how “discoverable” your content is with natural search queries. 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. Engage and encourage your entire team in building strong relationships with influencers.

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. C – Create Compelling Content.

Measuring the Unmeasurable: Influencers

Digital Body Language

I use the term “publication” and “publisher” very loosely to refer to any writers, bloggers, thought leaders, and content contributors online. One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. However, while this is important, it can be notoriously difficult to measure.

Message Delivery vs. Message Discovery

Digital Body Language

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.

6 Ways For Marketing to Help with Social Media

Digital Body Language

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. A daily stream of interesting and inspiring content should be no problem for a professional. Sort of. But there's more to it than that. So what can be done?

4 Quick Steps to Understand Search Discoverability

Digital Body Language

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.

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. C – Create Compelling Content.

Email as a Discoverable Medium

Digital Body Language

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.

Digital Body Language

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.

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

Digital Body Language

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

Digital Body Language

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".

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Event Marketing and the Information Concierge Concept

Digital Body Language

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

Digital Body Language

Tags: Mobile sales enablement lead management Content

GPS 2

The Flywheel and the Lightning Strike

Digital Body Language

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

Digital Body Language

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.

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