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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. Your sales enablement and content marketing plans need adjustment.

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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. Category: Branded Content.

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.

The State of Demand Generation

The Effective Marketer

Create sufficient content (how can we possibly keep up with demand for content?). And so, there are new roles coming down the pike based on each of the critical tasks mentioned before: Seed : Content strategist. Content Creation Challenges. Content Audit.

A Content Formula for Complex B2B Organizations

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

10 Do’s and Don’ts of Partner Marketing Programs

The Effective Marketer

Provide your partners with content snippets about your company and solutions that they can use on their websites and social channels. Ensure your partners are using your content correctly and following your brand guidelines. I’ve been on both sides of the table, both as the vendor putting together partner marketing initiatives and as the reseller making use of the marketing resources a partner company has made available.

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.

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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.

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.

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. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

Marketing Automation Catching On Fire

The Effective Marketer

How to Build a Content Development Plan for Your Site

The Effective Marketer

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.

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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.

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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. Map your content. When talking about content mapping, the buyer persona discussion emerged and it became clear that what can come across a simple marketing exercise is actually the pillar of your content creation strategy.

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.

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. 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.

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

The Effective Marketer

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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. However, doing content curation well means a lot more than just plastering your site with a bunch of synopses and links. A guest post by Lior Levin.

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.

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

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

According to the authors, there are four critical factors for viral marketing success: 1: Content, or the attractiveness of a message makes it memorable. It has also been argued that fringes are more easily influenced than hubs and therefore may be good targets for spreading content.

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Marketing Automation is More Than Technology

The Effective Marketer

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

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.

Content Marketing eBook and Infographics

The Effective Marketer

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. The Content Grid v2 , from Eloqua.

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. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

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.

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. can help you further spread the word about the content and multiply the number of new views you generate (and thus the number of shares, likes, etc.).

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 website

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. A Simple Content Marketing Strategy. Yes, creating content is difficult. Because if you are not producing any content now, anything (yes, anything!)

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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. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

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.

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. Most of the content is not looked at. The Content Solution.

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.

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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.

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

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

The Effective Marketer

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.

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Content Quantity Versus Quality

The Effective Marketer

How much content is too much content? 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.

Proven Tactics to Increase Blog Traffic

The Effective Marketer

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.

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