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The Big Myth About Buyer’s Journey in the Digital Age

The Effective Marketer

Here’s what you need to know about the content they presented: Don’t believe the 67% stat quoted everywhere. Your sales enablement and content marketing plans need adjustment. The top three contents ranked by the companies answering the survey have the same thing in common: they all answer “what value am I going to get from the solution?” OK, let’s dive into each one. question.

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2013 B2B Content Marketing Awards

The Effective Marketer

In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. It is worth going down the list to get some inspiration for your own content marketing efforts. I’ve summarized below the list for you: 2013 Content Marketing Awards. Category: Branded Content. Category: Integrated. mt=8 ).

How to Get Sales and Marketing on the Same Page

The Effective Marketer

Brad Shorr is Director of Content & Social Media for Straight North, an agency that does web marketing in Chicago. This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes. Sales and marketing can make beautiful music together in the form of more leads and sales! Here are a few thoughts on how to make it happen.

What My Paper Route Taught Me about Content Marketing

The Effective Marketer

My career in content marketing started at age 12. Every day I’d load up my red Schwinn Varsity bicycle with The Aurora Beacon News and head out to make deliveries, learning valuable lessons about digital content marketing that just starting to sink in lately. Here are a few of these lessons, which I’m sure you will pick up a lot faster than I did! 1.     Content Marketing Is Hard Work. Delivering content may not be as physically demanding as it once was, but today it is a combination of strategic planning, thorough execution, meticulous review and continual improvement.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Content Marketing is the New PR

The Effective Marketer

That is the title of a recent Aberdeen Group report, Publish or Perish: Content Marketing is the New PR,  which you can download for free (registration required) here. Content Marketing Leaders and Followers. The research points to 63% of respondents indicating that content marketing is being used as part of an overall PR strategy at their companies. The Changing Role of PR.

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Getting Started Guide for Marketing Automation

The Effective Marketer

Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. The personas will help drive your content marketing efforts and your lead nurturing programs. Step 3: Content Marketing Audit. Conduct a content marketing audit and have an inventory of your marketing assets. Content drives marketing automation, so the best starting point is to understand what you already have. Now what?

A Content Framework for Sales Enablement

The Effective Marketer

With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials. That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation. Sales Enablement Content. But how do you know what content to create and how to prioritize?

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Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Interesting to note that the majority of the players only came to existence not even 5 years ago. What do you think ?

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.

How to Build a Content Development Plan for Your Site

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Have you ever visited a website that looked like a teenager’s bedroom – content strewn about everywhere, overflowing with information yet impossible to find what you’re looking for? This often happens when a firm fails to make a long-term content development plan a component of its new site launch. The consequences of haphazard content development are quite serious: Interested prospects can’t find what they are looking for, so they click off the site. In terms of content, avoid the very strong temptation to cram everything you want to say into the initial launch.

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The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Rise of the Content Marketer Content Needs a King I know I don’t have to argue the value of content to readers of this blog. How you think about what content is for your company will determine how big this role is. Does it sound familiar?

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona. I was reminded once again of the importance of creating buyer personas during Bulldog Solutions event on Marketing Benchmark in which Rob Solomon walked us through their five step process for organizing your marketing programs: Business Case. Map your content. When you are done, you can then proceed to map out your content to the multiple buyer personas you created. Infrastructure. Process Planning. Program Execution.

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan. 1. In the B2B world this is a lost opportunity, because you could be sending quality content with your invoice (or on the invoice itself) that might get the customer’s attention and continue building trust. Bonus points if you send content that makes the customer smile. The Forgotten Content Channels.

Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Why Sales and Marketing Don’t Get Along Talk to marketing mangers and sales managers about their biggest complaint and you will likely hear “They don’t follow up on leads!&# from the marketing guy and “Their leads suck!&# from the sales guy.

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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.

How to Maintain Great Content Curation

The Effective Marketer

On the surface, content curation sounds like a great way to generate content with little to no time or effort. After all, you don’t actually have to write much new content, just find interesting items on the Web and point others to them, becoming a hub for all that’s relevant to your field. A guest post by Lior Levin. Here are a few tips to help you get started. 1. Don’t do it.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

However, Hubs may not be optimal channels because if the person that acts as a hub doesn’t like or doesn’t agree with the content, they will not pass it on to their network. As big targets for new content, hubs are constantly bombarded with information and therefore may ignore or not see your new content which will prevent it from being spread.

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what's your marketing approach?

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? An interesting post by Steve Johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them. Create this email here, prepare a webinar there, and send the artwork for publication in that magazine. Like Be the first to like this post.

Marketing Automation is More Than Technology

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It’s About Content and Processes. And when the process includes both sales and marketing working together on definitions, on content strategy, and qualification criteria companies see higher response rates overall. Content Marketing Marketing Automation Marketing Management Marketing Planning Marketing ROI content marketing linkedin marketing roi marketo report sirius decisions“Companies using technology alone to solve their demand creation issues may actually experience negative return where it matters most&#. Marketing Automation with average processes.

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.

Content Marketing eBook and Infographics

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A Content Marketing eBook. Content Marketing is all the rave, that’s part of what drove me to do some research on the history of content marketing and publish this free eBook, A Brief History of Content Marketing. I was curious to see how marketers of the past have used content marketing strategies to attract and engage customers before the Internet Age.

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

Content personalization is not an easy task but according to the research it will likely give you a 38% better open rate and 86% greater click-through rate than non-personalized email messages. Work your way through the list above and start playing with content personalization, even if only for a small segment of your database. The lesson? It will likely pay off handsomely.

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey? This method maps channels and content along your customer journey, then identifies those with the highest rate of success for moving contacts to conversion. Note: This is a guest post by Ashley Verrill. Once upon a time, marketers just played the quantities game.

When Inbound Marketing Goes Wrong

The Effective Marketer

It seems that every eBook, blog post, and webinar is now touting content marketing and inbound marketing as the go-to strategies for the new marketers. Content developed for inbound marketing should be more focused on your prospects’ problems and concerns than on your product or solution – Marketo. They explain that while inbound marketing supports your newly created content by sharing it on social channels, making it faster and easier for your content to be found, outbound marketing (paid sponsorships, banner ads, etc.)can The Right Marketing Program Mix.

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.

Inbound Marketing Analytics 101

The Effective Marketer

HubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure. Book Review Content Marketing Email Marketing Lead generation Marketing Automation Marketing ROI Online Marketing Blogging hubspot inbound marketing Landing Pages Lead Nurturing marketing analytics SEO Social Media websiteWith “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why. Inbound Marketing Analytics Overview. Email Marketing. Your Website & Landing Pages.

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

I’ve heard a few times now from companies that want to get their content marketing engine cranking but haven’t put anything out there yet because of one of the following reasons: We don’t have a marketing person or department. We don’t have enough time to create content. Simple Content Marketing Strategy. Yes, creating content is difficult. So here’s my suggestion for those still on the fence or trying to climb what seems like a very tall content-marketing-fence: Just Do It! Our website sucks, we want to fix it first. sorry Nike!,

A Brief History of Marketing

The Effective Marketer

So for someone who is publishing content with the title of evolution of marketing automation, they are surely missing out on a LOT of stuff that happened before in marketing history. Sure, I get it that they want to focus on the ‘old’ broadcast systems to contrast with the ‘new’ marketing tools (email, social media, marketing automation), but by leaving them out makes the “Evolution of Marketing Automation” topic a bit of a mismatch with the content. Brief History of Content Marketing (I might as well have a link to my eBook).

How Great Content Can Solve Problems

The Effective Marketer

This is the third post in a series of “ Principles of Great Content Marketing ”. The first post talked about creating simple content , and the second post discussed timely content. The Principles of Great Content Marketing series is based on three core ideas: Create simple content. Create content that is timely. Create content that solves a problem. The Problem with Content. Content abounds, and no matter what we call it (Whitepapers, eBooks, Videos, Infographics, etc.) we have been getting more and more of it every single day.

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.

What Do Buyers Want?

The Effective Marketer

You have created all that content, invested in a marketing automation system, and still the leads are not converting. First, take a closer look at your content and answer the following questions: 1. If you answered “yes” to at least one question, your content might be the one to blame. Cleaning Up Your Content. The best way to start cleaning up your content is to review it with a buyer’s eyes. Sometimes marketers and especially product marketers suffer of what I am going to call industry-induced content myopia. Who is to blame?

Upcoming Marketing Conferences « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Upcoming Marketing Conferences It’s February already and you keep thinking “what the heck happened to January&# ? You’re note alone. A few good events have come and gone, like the Digital Marketing Forum , MarketingSherpa’s Email Marketing Summit , and the Email Evolution Conference and I completely missed them. Also, the earlier you register usually the better deal you can get. Check them out, pick a couple and start planning!

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Getting the most out of conferences and events « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Getting the most out of conferences and events If you feel like you keep going to conferences and events but don’t have time to apply what you learned when you get back to the office, you’re not alone. You will suddenly realize not all sessions are really good.

A Content Framework for Sales Enablement

The Effective Marketer

With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials. That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation. Sales Enablement Content. But how do you know what content to create and how to prioritize?

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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.

Content Quantity Versus Quality

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How much content is too much content? How many Hobbit books can there be? I was reminded of this again as I read Michael Brenner’s post about the “ content echo chamber ” hitting spot on something that is happening in the ‘content marketing world’ Good content vs boring content. Keeping Your Content Fresh.

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Proven Tactics to Increase Blog Traffic

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The tactics discussed in the article are: Target Your Content to an Audience Likely to Share. Make Your Blog’s Content SEO-Friendly. Connect Your Web Profiles and Content to Your Blog. Content Marketing productivity Blogging seomoz tactics trafficThanks to Christopher S. Penn and his newsletter  I read this amazing post by SEOmoz  on “ 21 Tactics to Increase Blog Traffic “ It not only validates some of my personal beliefs but also gave me additional tactics to apply to my own blog as well as companies I work with. Participate in Q+A Sites.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

What I Don’t Like: Purple graphic on top (Webinar) doesn’t seem to add much to the content; text-heavy email with little break between paragraphs may discourage people from reading it Design #2 Email Sender: Profound Logic Software Email Title: Integrate your modernization efforts on IBM i with Atrium What I Like: Well, its colorful I ‘ll give them that. Too confusing.

How to Include Webinars in Your Content Plan

The Effective Marketer

To get the most out of it, make sure to include it as part of your content planning efforts and use the best type of webinar to the best type of persona. Mapping Webinars to Your Content Plan. Webinars are a great channel to include in your content marketing plan. Content Marketing Webinars content mapping content planning WebinarWhat: Customer training.

Study: How Much of Your Content Marketing Is Effective?

Copyright © 2015 Contently. contently.com By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%