Tony Zambito

JANUARY 31, 2016

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space.

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Biznology

SEPTEMBER 29, 2016

My long-overdue sequel seeks to address the complexity of content as a searchable, educational, and/or motivational tool for branding when strategy calls for a marketing “pull.” According to current research in the subject, brands are essential to a well-orchestrated content marketing performance suggesting that “pull” has gained favor.

Brand Identity 80

Brand Identity Branding B to B Ad Exchange 80

ClearVoice

MARCH 10, 2020

Everybody is creating content. Having a content strategy isn’t enough anymore. You need to discover a deeper content connection, which is where the content marketing hierarchy lends support. A content hierarchy is a method and structure for organizing your brand and marketing content. Click To Tweet.

Verticals 101

Verticals Paid Search Agency Content Marketing Content 101

Marketing Craftmanship

JUNE 28, 2016

In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office gatekeepers (a/k/a “executive assistants”), and onto the desks of your targeted decision-makers. Ink on Paper moves in slow motion, forcing readers to pay closer attention to its content.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Only B2B

AUGUST 21, 2023

Reaching decision-makers, handling gatekeepers, and capturing attention in an oversaturated market can be daunting. Crafting compelling subject lines and delivering content that addresses the prospect’s needs can significantly improve open and response rates. Appointment setting is not without its challenges.

Sales Qualified Leads 62

Sales Qualified Leads Ideal Customer Profiles High Quality Lead Lead Scoring 62

Porch Group Media

OCTOBER 11, 2022

This content has been adapted from our full-length Movers and Shakers podcast, Consumer Privacy and The Future of Digital Marketing. That might allow some of these content creators to become subscription models, which in effect, cuts out Apple a bit as the gatekeeper. It’s certainly interesting and scary at the same time.

Privacy 98

Privacy First-Mover Advantage Paid Search Agency Lead Ranking 98

Marketing Craftmanship

JANUARY 20, 2017

Research integrity was an issue long before the internet became the platform for content marketing. For well understood reasons, the “legitimate press” now has neither the manpower nor the time to dig deeply for validation of market research that supports content generated by organizations. It also involves avoiding shortcuts.

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Biznology

JANUARY 27, 2017

A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. Another side of the argument is the emergence and sophistication of what we now call “branded content.”

Advertorials 80

Advertorials Brand Identity Branding Paid Search Agency 80

Sprout Social

NOVEMBER 15, 2023

Embrace the revolving door of explanations I can’t remember the countless number of times I’ve had to explain why a flyer or a PDF is not acceptable content for social media (and sometimes to the same person). Sometimes, people will make helpful suggestions and offer great content. Other times, not so much.

Social Media 119

Social Media Work Management Media Trust Marketing 119

Metadata

NOVEMBER 1, 2023

Engagement compatibility: Content downloads, social media engagement, website visits, etc. And now you have a universe of decision-makers, influencers, and gatekeepers you need to target. Gatekeepers: People who control access to the decision-makers, ensuring only relevant information and pitches get to them. perform best?

Ideal Customer Profiles 52

Ideal Customer Profiles Cost per Lead Enterprise Management B2B Marketing 52

Hubspot

OCTOBER 26, 2022

Learn how to communicate with gatekeepers. If it has a blog, get an idea of the content it posts — and be mindful of elements like the tone it's written in. The potential customers you connect with via your content have a demonstrated interest in your space and some degree of awareness of your business. What is B2B prospecting?

Ideal Customer Profiles 61

Ideal Customer Profiles Cold Calling Work Management B2B 61

Top Rank Marketing

MARCH 27, 2024

The March 2024 update to Google’s algorithm primarily targets low-quality, AI-generated content and spammy SEO techniques. Read on to learn more about what this means and how it impacts your SEO content strategy. The last few core algorithm updates have been all about promoting better content. The March update is no different.

Marketing AI 88

Marketing AI Google Lead Scoring Lead Ranking 88

Martech

JANUARY 12, 2022

Quote of the day: “It’s insanely easy to share out TikTok content to any DM platform or SMS. Stop gatekeeping, make it easier for people to share.” The Recovery will depend on how effectively you execute the first two R’s. Chris Wood, Editor. Christine Johnson , marketing strategist.

SMS 94

SMS Digital Marketing Funnels Top of Funnel Transparency 94

Martech

MARCH 25, 2022

First, the turning of the tide against so called “gatekeeper” platforms — the on-ramps to the internet — is at the same time a turning of the tide against walled gardens. Legislation is also anticipated that will compel social media platforms to more rigorously police content. Why we care.

Bundling 119

Bundling Paid Search Agency Amazon Privacy 119

Valasys

NOVEMBER 27, 2023

These are specialized software agents deployed by search engines to explore, gather, and report back on web content. This data helps search engines understand the content, structure, and relevance of web pages, which in turn influences how these pages are ranked in search results. Several factors come into play.

SEO 52

SEO Domain Tagging Act-On 52

Martech

APRIL 12, 2022

The Digital Markets Act (DMA), a regulation the content of which was agreed among European Union officials last month, will most obviously impact tech giants — “gatekeepers,” as they are referred to — like Amazon, Apple, Google, Meta and Microsoft. DeZao does not over-state the vagueness of the proposed legislation.

Act-On 94

Act-On Effectiveness Marketing Management Marketing Proposals 94

ClearVoice

SEPTEMBER 17, 2020

Content marketing teams love to focus on two key parts of the content creation process, the beginning and the end. The enthusiasm of creating content and the accomplishment of sharing that content overshadow the third part right in the middle… the content review process.

Process 110

Process Marketing Budget Creation SME Content 110

Contently

SEPTEMBER 11, 2017

A common mantra at Content Marketing World, the aggressively orange extravaganza held in Cleveland every September, is that marketers need to think more like journalists. Content marketing remains obsessed with audience building. But for the past year, I’ve been a journalist trying to think more like a marketer.

Top of Funnel 127

Top of Funnel Funnel Advertising Content Marketing Digital Marketing Funnels 127

SalesIntel

APRIL 20, 2022

Step 3: Create ICP-Based Content for Your Campaigns. Now that you know exactly who you want to reach out to, the next step is to generate relevant content that provides them with useful information. Simply said, content marketing is crucial for producing high-quality leads and meeting company objectives.

Ideal Customer Profiles 52

Ideal Customer Profiles Contact Marketing Contacts Top of Funnel 52

SalesIntel

APRIL 20, 2022

Step 3: Create ICP-Based Content for Your Campaigns. Now that you know exactly who you want to reach out to, the next step is to generate relevant content that provides them with useful information. Simply said, content marketing is crucial for producing high-quality leads and meeting company objectives.

Ideal Customer Profiles 52

Ideal Customer Profiles Contact Marketing Contacts Top of Funnel 52

Marketing Insider Group

AUGUST 3, 2015

Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? Salespeople used to be the information gatekeeper. This space was normally rented from a gatekeeper who could control access and exposure. B2B Content Marketing: Easier Said Than Done?

Lead Generation 100

Lead Generation Top of Funnel Work Management Marketing Management 100

Marketing Craftmanship

JANUARY 27, 2015

Research integrity was an issue long before the internet became the platform for content marketing. For well understood reasons, the “legitimate press” now has neither the manpower nor the time to dig deeply for validation of market research that supports content generated by organizations. Believe nothing at face value.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Zoominfo

AUGUST 26, 2020

These data points (some more crucial than others) are essential for any communication with your prospect: Name – contact and company Title – including department and management level Direct dial phone number – to avoid the switchboard gatekeeper Email – crucial for follow-ups!

Cold Calling 207

Cold Calling Zoominfo Work Management Effectiveness 207

Webbiquity

JUNE 20, 2017

On top of key account data, accurate contact details will allow you to bypass gatekeepers and reach decision makers faster. Consider these statistics: 82% of prospects value content made for their specific industries ( source ). 67% say the same about content created for their specific job functions ( source ). Not convinced?

Account Based Marketing 229

Account Based Marketing Ideal Customer Profiles ABM Zoominfo 229

Schubert B2B

NOVEMBER 6, 2018

Long-form content, like articles and white papers, written by your subject matter experts demonstrate knowledge of your target industries and the challenges that your products can help to solve. But the question arises, which is preferable—earned or paid content? Earned Content. Paid Content. But the hard work pays off.

Planning 76

Planning Marketing Plans B2B Marketing Advertising Agencies 76

Sprout Social

APRIL 20, 2023

Creating content? Content creation Unless you’ve been blessed with an in-house creative team, one of the most valuable things an agency can do is free up your social media folks to do social and not make six versions of every post. Don’t start reaching out to agencies with vague ideas like “We need help with social media.” Be specific.

Paid Social Agency 125

Paid Social Agency Paid Search Agency Social Media Ad Agencies 125

Sales Engine

OCTOBER 16, 2015

Content marketing uses the same skills and tactics as publishing a magazine—only the distribution methods, audience-building techniques, and analysis tools are different. B2B content marketing today is really about generating leads for sales by replacing the one-to-one conversations that salespeople used to be able to get more predictably.

Content Marketing 120

Content Marketing Lead Ranking Content Marketing & Strategy 120

LeanData

OCTOBER 6, 2022

Don’t make the sales team gatekeepers of information your buyers want. . #2 3 Send targeted marketing content at the right time. Consider answering questions through video that you have traditionally left to a sales call. Move the experience of meeting with a sales rep to a later stage of the buying journey.

Peer-to-peer 98

Peer-to-peer Buyer's Journey Blast Campaigns Gartner 98

Zoominfo

APRIL 20, 2020

Reconsider your gating strategy to offer more content for free so you can seed the market for short and long-term growth. Use marketing techniques like re-targeting and suggested content to keep them engaged. Shift more focus to up-sell and cross-sell opportunities within your existing customer base. Think about it.

Top of Funnel 239

Top of Funnel Ad Building Planning Work Management 239

Martech

NOVEMBER 8, 2022

While this still happens, these new players act as gatekeepers, cleansing data and ensuring campaigns only use data in the way consumers have consented to. The result is vendors now providing clean rooms, consent management platforms and safe havens. In the past, audiences were built, and programmatic engines served ads in near real-time.

Mobile Advertising 91

Mobile Advertising Ad Exchange Privacy Marketing Management 91

SmartBug Media

JUNE 6, 2019

Whenever you write content—whether it be for an email, landing page, or blog—you need to think about your audience. Who is your content for? In the B2B world where you’re writing, you’re trying to reach decision makers, gatekeepers, managers, and C-suite executives. Building Content for Personas. What is its goal?

Buyer Personas 58

Buyer Personas B2B Marketo Blast Campaigns 58

Parse.ly

APRIL 6, 2020

When we created Parse.ly, we made a bet on a new era of content. We believed that same shift would lead brands to put out their own information directly to customers, bypassing traditional gatekeepers. Weekly traffic to content for Parse.ly Making Content Conversions free. can do to help. We’ve come up with a plan.

Paid Search Agency 52

Paid Search Agency Traffic Conversion Companies 52

Content4Demand

JUNE 26, 2019

From a high level, designing your messaging and content requires an understanding of your audience, who they are, what they want, and most of all, how you can help them. What’s more, all of these players rely on content in some way, which creates a very complicated situation for your team. . Content preferences . Priorities .

Buy 63

Buy Peer-to-peer Marketing Automation Services Content 63

EveryoneSocial

APRIL 14, 2020

There is no doubt that content creation plays a major role for your organization. Think about where content is adding value to your organization currently: marketing, social media, sales, employer branding, recruiting, and internal communications. Content is everywhere and impacting everything. Who Are Employee Content Creators?

Activities 98

Activities Peer-to-peer Marketing & Strategy Content 98

B2B Memes

AUGUST 10, 2012

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

B2B Memes

AUGUST 10, 2012

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me.

Advertorials 100

Advertorials Disintermediation Content Marketing Advertising Agencies 100

Litmus

APRIL 19, 2021

As gatekeepers to the highest performing marketing channel, email marketers have to hold themselves to a level of perfectionism. Email marketing mistakes happen to the best of us. Whether you’ve made one recently—or dread the thought of it happening—it’s important to remember that you’re not alone. But that doesn’t mean we’re perfect.

Email Marketing 101

Email Marketing Deliverability Public Relations Landing Pages 101