Be Relevant or Die: The New Nature of Nurture
Modern B2B Marketing
JUNE 26, 2014
Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Time to get relevant!
Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn
NOVEMBER 3, 2016
In an article in Content Marketing Institute’s magazine , Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. But when your programs have a nice-sized investment and when you have a complex sales process, then you better be sure you’re focusing on specific audiences and that you are relevant. Specific” content.
4 Tactics for Better Cold Sales Emails—Because No, Prospects Don’t Want a Demo
OCTOBER 28, 2016
The answer, at least for me as a SDR here at Kapost, is obvious: with help from my marketing team—with content. Ways to Use Content to Power Mid-Funnel Leads. However, according to SiriusDecisions , at least 60% of content created by B2B marketing teams goes unused by sales. While this content (when leveraged properly) serves as a powerful resource for prospects, it’s also helpful internally. There are several ways the SDR team at Kapost uses content. Kapost is going to be most useful to marketing organizations that produce large quantities of content.
At #IBMConnect, @Jeff Schick Demos #IBMVerse and Unveils #ProjectToscana IBM #SocBiz
Blue Focus Marketing
FEBRUARY 8, 2016
With Verse, IBM offers organizations an all-in-one tool for communication, content sharing, and scheduling—and all powered by Watson. Once created, relevant team members are accessible with a click, each with a digital summary of what they have worked on together and links to useful content shared between the two. This theme echoed throughout the conference halls.
How to Conquer 5 Common B2B Marketing Problems with Content
SEPTEMBER 1, 2015
That’s because the Internet has made it easier than ever to use content to market your offering. Content marketing involves creating and distributing content that is relevant and valuable to your target market. Why is content marketing ideal for B2B companies? The Solution : Content That Educates. The Solution: Content That Speaks to Different Audiences.
The Revised Approach to Content Distribution
It's All About Revenue
MARCH 22, 2015
Our strategies for delivering content must continue to shift as we gain insight into what drives success and what falls flat. If you're not constantly testing and tweaking your content distribution strategy , you're going to miss out on new opportunities to drive revenue for your business and cultivate relationships with your prospects. Content Marketing Content Planning
Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)
NOVEMBER 2, 2016
A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Identify the Problems Your Product Solves & Create Content for Every Stage of the Buyer’s Journey. In order for content to be effective at every stage, it needs to be directly relevant to the needs and pain points of your buyers.
How to Power Your Sales Funnel With Video Content
It's All About Revenue
SEPTEMBER 19, 2013
Video can power your sales cycle at every step of the buying process, but not all content is relevant to everyone. Different content appeals to viewers at different times, so this post outlines what kinds of videos you’ll want to have prepared and when to serve them up to your audience. Top Of Funnel Video Content. Late-Stage Content . Video Is Just One Piece.
Content’s Role in an Account-Based Marketing World
MARCH 24, 2016
We’re a marketing team of 8, with 4 content ninjas, which is an unusually high ratio. As we’ve moved to be primarily account based, how has our content approach changed to keep the team productive? Content as Part of an Inbound Model. Before we get into account-based marketing, it’s helpful to know how content was a part of our inbound model. Persona Relevancy.
4 Ways to Elevate Your Marketing with Great Content
Modern B2B Marketing
NOVEMBER 16, 2016
At the core of these initiatives is our content, which fuels each and every one. Last week, I had the opportunity to attend Vidyard’s Video Marketing Summit to learn about the latest and greatest in creative content, video analytics, and digital marketing technologies. Video content allows you to communicate with audiences on a different level, speaking to their senses.
So You Want to Create Content That Actually Converts?
OCTOBER 20, 2016
Creating content that leads people to a desired action on your website (filling out a form submission, downloading a piece of content, subscribing to a newsletter, etc.) isn’t just a good idea in content marketing – it’s the very essence of content marketing. And that means creating content specifically tailored toward driving conversions.
Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps
It's All About Revenue
JUNE 11, 2015
The growth of digital content has exploded. According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week. The question we need to ask ourselves is do we really need new content daily? It seems to me that many of us have fallen into this cycle of churning out as much content as possible, but is this really the right approach? Start with a simple content map. When it comes to content, one size does not fit all.
How Content Impacts the Buying Journey: ABM vs. Demand Gen
NOVEMBER 1, 2016
As more marketers transition from demand generation to account-based marketing, the question comes up of what to do with content. At its core, content is a demand generation tactic used to fill the top of the funnel with leads. So, does the value of content diminish as teams move to an account-based marketing strategy? To stay valuable, content needs to do the same.
11 Content Curation Tools Every Marketer Needs
MARCH 30, 2015
For the uninitiated, content curation is finding information relevant to your audience from a variety of sources and sharing it strategically through your communication channels. The need for great content curators has never been more urgent. successful content curator is no different than a successful wedding DJ. Using Social Media for Content Curation. Scoop.it
5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing
JULY 14, 2015
There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe. However, the executive team often judges content’s success by its impact on sales, as they envision content consumption to follow a linear flow, like this: In a dream content marketing scenario, the above path would be taken 100 percent of the time. Fortinet.
7 Reasons Your Content Marketing Strategy Isn’t Working
grow - Practical Marketing Solutions
MARCH 16, 2012
As marketers, we know that the best way to generate quality leads for our businesses is by creating great content. A strong content marketing strategy offers informational and educational materials to interested readers, allowing them to learn more about your industry, your company, and your product or service, and hopefully become prospective customers.
Ask a Content Guy: Where Should I Distribute My Content Marketing?
JULY 5, 2016
Welcome to your monthly edition of “Ask a Content Guy,” in which I answer all of your most pressing content questions and try to incorporate as many GIFs as possible. Last month, I covered what content metrics really matter , and the month before that I decoded some game-changing marketing buzzwords. But is it a better strategy than creating content? YouTube.
How to Fail at Content Marketing? Make it Advertising
OCTOBER 12, 2015
Often that solution takes the form of customer-focused content. spend a lot of my time helping companies develop content marketing campaigns. At At some point, I always end up having to make the same point in nearly all of these efforts: Stop trying to advertise in your content marketing. We all know about content marketing. The origins of content marketing.
80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing
JULY 6, 2016
As our company continues to grow, we have invested pretty heavily in content marketing. Half of our marketing team consistently produces content, be it blog posts, ebooks, reports, webinars, etc. So it’s important that our content continues to contribute business value. 80% Of Our Visitors Take Our Desired Content Path. Do we need to create new content that fits better?
How to Define The Content Marketing Metrics that Matter
It's All About Revenue
SEPTEMBER 17, 2015
Create more content. Create better content. Create visual content. Create content that is so good your customers would pay for it. Do a better job distributing your content. These are the common refrains heard at every marketing conference and around the table in any marketing department that has adopted a content strategy. Content MarketingAdmit it.
When Should You Put Content Behind a Form?
SEPTEMBER 23, 2015
A common issue with content creators is when to gate content and when not to. If you’re just starting out with content marketing and need to generate traffic to your site, it probably makes sense to have most of your content un-gated so you can build some following and brand awareness. First and foremost, the content that is gated must be good and it must add value!
Stop Making Average Content: How to Make Remarkable Content Without the Risk
FEBRUARY 5, 2016
There are two kinds of content in this world. There’s average content, the kind of content you create to feed the beast. The content you make because you have to. You have to write a certain number of blog posts per year, you have to design this infographic, you have to make this demo video. Then there’s remarkable content. It’s expensive. It’s scary.
SEO, Meta Descriptions, Content, and Generating Leads
MAY 5, 2012
They may be great technicians, but we need help when it comes to writing compelling content that drives leads. I am NuSpark Marketing’s chief SEO strategist, but I rely on the NuSpark content team to review my content recommendations and implement content within the SEO framework. An example of our SEO and content director integration is when writing meta tags and meta descriptions.
5 Ways You Can Use Visual Content to Increase Conversion Rates
NOVEMBER 15, 2016
The wrong visual content can kill conversions as quickly as the right visual content can increase them. In fact, conversion rates for brands that use custom visual content are seven times higher than those that don’t. And there are so many ways visual content can increase conversion rates. All visual content should deliver real value for the user. Picture This.
The Content Standard: How We Transformed from Content Marketers to Editors
FEBRUARY 29, 2016
As a 24-year-old journalist-turned-marketer, I wanted nothing to do with a technology startup churning out what I thought was the same rhetoric as every other content company in town. Webinar: Learn How the Content Standard Shed its “Just Another Blog” Perception. There’s an even bigger difference between an editor and a content marketer. The Result. 2014).
Five Ways to Create Content that Motivates Prospects to Action
AUGUST 3, 2015
Guest post by Braveen Kumar , Content Marketer & Editor with Uberflip. Content marketing often suffers for one of two reasons: Either there’s too much focus on selling with content, or there’s too much emphasis on attracting audiences without enough content to motivate them to make a purchase decision. In Who says content can’t sell?
The Content Hub: The Strategy 60% of Top Content Brands Are Using
APRIL 15, 2016
You’ve all heard it by now: up to 65% of content goes to waste. But as marketers, sometimes it’s hard to turn the “wasteful content train” around. This post discusses how best-in-class content marketers overcome the content waste problem, and proposes a simple strategy shift that curbs waste and increases efficiency. The Research: What the Top Content Brands Do.
Meet the New Engage (and introduce your audience to awesome content)
MAY 2, 2016
Marketers and publishers are under more pressure than ever to create engaging, high-quality content that sets them apart from the competition. In response to this need, 77% of B2C and 76% of B2B companies will step up content production in 2016 (according to research by CMI and MarketingProfs ). How can you ensure that your content efforts resonate with your audience?
What You Gain (and Lose) With Ungated Content
SEPTEMBER 29, 2016
Eighty-five percent of B2B content marketers report> that lead generation is the most important KPI for their organization. Drift, a business-centric messaging app, made headlines this summer when it ditched email forms on all premium content, and the digital marketing community reacted in a big way. But lost in all this was whether the content itself was actually effective.
The 7 Characteristics of Great Marketing Content
JANUARY 27, 2017
Marketing content drives business. In order for content marketing to be successful it must accomplish two things. Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. Secondly, your content must address every stage of your buyer’s journey – from building brand awareness, to driving demand, to expanding customer relationships. So how do you craft great marketing content that gets results? Great content: Speaks to a targeted audience. Video?
6 Must-Have Types of Customer Help Content
MAY 7, 2015
Helpful content is, of course, an important part of marketing your business. Customer help content may be something you’ve thought about, and maybe even created some. But it’s also likely the task of creating help content gets pushed down the to-do list when more pressing things come up. And, help content can lighten the load on your customer support team.
The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage
FEBRUARY 2, 2017
This could be a “contact us” form or a form to download gated content, such as an ebook. Gated education content asset campaign. Campaigns centered around an educational content asset, like an ebook or whitepaper or webinar, attract audiences because of their informational relevance. Ungated education content asset campaign. Content education asset campaign.
6 Tools for Turning Content Consumers into Customers
It's All About Revenue
MARCH 7, 2012
by Jesse Noyes | Tweet this Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. From blogging to email, there are so many touches in the journey from someone first finding your content to becoming a customer that it can feel overwhelming. Content Management Systems. Social Monitoring. Lead Scoring.
The 2 Things You Must Nail For Lead-Generating B2B Content
B2B Marketing Insider
AUGUST 3, 2015
Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? To get attention, marketers need remarkable content to move their prospects through the traditional steps of awareness, interest, desire and action. For successful lead generation content, here’s what marketers need to keep in mind: Remarkable Content Is Solution, Not Product Based.
Content Mapping: Why It’s Important to Your B2B Buyer Personas
JUNE 26, 2015
Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content daily. Many marketers “have fallen into this cycle of churning out as much content as possible, but is this really the right approach?” ” A couple reasons for these content marketing tactics are: 1. ” Develop buyer personas.
25 B2B Engagement Tactics For All Marketing Funnel Stages
FEBRUARY 15, 2017
Here are 25 different engagement tactics, organized by funnel stage, and designated by category -- content, social, paid media, direct mail, and events. Attracting prospects who have never heard of your brand before requires higher-level information and crafty titles for your content. Use this as a tool to ask for as much relevant persona information as possible. 4.
The 2 Most Important Concepts For B2B Content Marketing Success
The Forward Observer
APRIL 14, 2015
Are you overwhelmed thinking about how to launch a content marketing marketing effort? The interest in content marketing continues to grow. In the latest B2B Content Marketing Benchmarks, Budgets and Trends (North America) study from Content Marketing Institute and MarketingProfs , 86% of survey respondents reported using content marketing. Don''t be.