Trending Sources

Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing.  For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful.  While others, were able to achieve significant growth via content marketing – whether by chance or by knowledgeable strategizing. by Anton Scherbik. Choosing Wisely.

Stop over-complicating your customer information

Biznology

The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer informationFor some reason, we’ve decided that these two ways of understanding customers are completely separate, complicated, and require immense training to do properly. The Buyers Journey is much more fluid.

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

I recently gave a speech at SXSW about my new book The Content Code  and have been asked by a few people if I could re-cap it in a post. I’d like to cover three big ideas I discussed from my research that I think are essential truths for this new marketing world. 1. Content is the starting line, not the finish line. Now of course everything starts with great content.

A ton of useful information on social media marketing measurement!

grow - Practical Marketing Solutions

The post A ton of useful information on social media marketing measurement! Related Stories The Business Case for Blab: Trust Acceleration 10 Ways to Drive More Social Proof A solution to the content marketing measurement puzzle How to promote your content without being spammy 10 Simple ideas to achieve more content sharing now. But wait … there’s more!!

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.

80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

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. We can’t get that information with CTA tracking.

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Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

The fundamentals of long-form expository content have remained the same for decades, and they’re not likely to change anytime soon. In addition to coming up with a great content strategy and crafting compelling copy for your story, you also have to carefully design how you’re going to deliver your story to your audience. Content-Focused Design. Flexible Navigation.

The Who, What, Why & How of Sharing Information [Infographic]

Crimson Marketing

Hipster: Less likely than other sharers to use email for sharing content. Careerist: These sharers are savvy business networkers and are more likely to share content on LinkedIn. They share informative content via social networks as well as by email. Boomerangs: These sharers share information to get a reaction and to feel validated. YouTube reaches more U.S.

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Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts

Biznology

So, why aren’t business, sales, and marketing leaders focused on providing specific thought leadership content that’s relevant to extremely targeted, specific audience? Why are we going for reach and pushing out content (in many cases other people’s content) just to get the like, share, comment and exposure? So the information is simply a reminder. Don’t get me wrong.

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.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda?    And view content marketing in what I believe to be more of a tactical perspective. 

The Never-Ending Cycle: Content Informs Data Informs Content

Marketing Action

The most effective content is informed by strong data. The most effective data is driven by great content. This can be due to organizational siloes, in which the experts on data gathering and analysis – often found in the marketing operations team – aren’t talking to or collaborating with the experts on content – often located in the content marketing team.

Modeling B2B video content on micro-learning

Biznology

You might begin to think differently about designing video content if you think about your viewers and what they want to learn from your B2B video content. Micro-learning strives to achieve a specific “learning outcome”—marketers might call it the “takeaway”—by delivering a bite-sized nugget of learning content. Micro-learning and video content: where is the focus?

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Standing out in a world of information density

grow - Practical Marketing Solutions

I recently did an interview about the implications of information density and Content Shock with a PR magazine in India. think the interviewer, Paarul Chand , did a particularly good job with these questions: In the age of Content Shock , what should communicators keep in mind while creating content that stands out? Where do you think content shock is heading?

Digital transformation failure recipes: the content and process integration deficit

i-Scoop

Actionable data, information and knowledge are at the very center of the value ecosystem most enterprises claim to seek with digital transformation. As we know, digital transformation is happening everywhere and a large majority of organizations say they are in a digital transformation process. If you look at digital transformation from a technological perspective with […].

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.

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. So how can mobile consumer data improve sales and marketing efforts? 1.     Using data for real-time content targeting. Posted in Customer Experience Mobile. That’s right, real time.

B2B Buyers Need Insights, Not Just Information

KEO Marketing

In an effort to demonstrate thought leadership, B2B marketers produce a substantial volume of educational content. They’ve got loads of information on which to draw. That’s why you need to go beyond just providing information and start delivering insights. In this case, tactics clearly aren’t the issue – you’re doing everything right on the content creation and promotion side.

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

Now comes the part where I’ll draw a parallel between Cinco de Mayo and content marketing…. In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events. Be Human!

6 Broader Business Questions to Inform Your SEO Strategy

KoMarketing Associates

Online marketers are talking a lot about buyer personas and attributing each piece of content to a respective persona (HubSpot walks you through how to do that here ). Leveraging a successful email campaign can serve as a proof of concept when applying it to a content, social, or link building initiatives.  Content Marketing Search Engine Optimization What worked well?

20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? But in the meantime, here are an additional 20 presentations that are truly inspiring pieces of content. First of all, this presentation presents the information in an awesome way -- through sketchnotes. content creation Well, we can''t get enough. Mark O''Toole.

Using Customer Data to Inform Your Personalization Strategy

It's All About Revenue

Editor's Note: Today's post comes courtesy of Ashley Chavez, Director of Marketing at Get Smart Content. In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy.

18 of the Best Content Marketing Strategy Guides of 2013

Webbiquity

Content marketing is a hot topic, primarily in the B2B world but increasingly in consumer marketing as well. And as noted here yesterday , 93% of B2B marketers are now using content marketing, with more than half calling it their biggest priority this year. Content Marketing Strategy Guides. Why you need repetition in your content strategy by iMedia Connection.

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In an information-dense world, headlines prevail

grow - Practical Marketing Solutions

With a lot of client work, I have neglected my blog and have been sharing content less on Twitter and G+. Often, I only get to read blogs and share content one or two days a week. We work to build a subscriber list and a fan base, and we hope that our fans will loyally read our content. By Neicole Crepeau, Contibuting {grow}  Columnist. I’ve been extremely busy, lately.

How to Market to Chief Information Officers (CIOs)

B2B Marketing Traction

It is often a lengthy process, requiring a lot of information. little marketing fun is OK, but make sure that you have a business-like website with credible content about you, your products and services, and your users’ testimonials. 2. For more information, read my previous post about this. ). 3. Make sure your online product content is easy to access.

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The state of B2B marketing in Asia—moving toward digital

Biznology

From this starting point, we can clearly see what digital touchpoints and content are most engaging at each stage of the sales cycle. These new ways of engaging customers require new streams of content, from thought leadership, to tips and trends, to bite-sized product and customer service information. We offer content development services too. One is cost.

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Content marketing data: It’s not geeky and it’s not boring

Biznology

But even as data is frequently much more accessible than it had been, most marketers still think of it as a necessary evil or something that simply doesn’t help them unless they’re a Fortune 500 CPG firm with huge pools of information to work with. In reality, even small businesses can benefit from a better understanding of how to use the information they’re already gathering.

7 key roles in digital marketing

Biznology

“What kind of team do you need to create outside-in marketing content?” But it has occurred to me since the talk that my team is somewhat unusual. I run an internal center of excellence that helps IBM marketing teams create more outside-in marketing content. But let’s assume you do need to start from scratch to build a content marketing team from the ground up.

6 Ways Social Data Can Inform Your Marketing Strategy

Hubspot

Thankfully, we''ve learned that there''s a layer of science behind social media marketing, and we can actually extract highly valuable data that can inform our overall inbound marketing strategy. Digital marketing is, afterall, about not having to guess any more as the data informs the strategy. Identify the influencers who promoted and amplified their content. Spot the Trends.

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B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. The title of the article was Educate and Inform Instead of Interrupt and Sell. Rather than act like a relentless promoter for your brand, instead think of yourself as a publisher of useful content. When you unite your brand with strong content such as videos, e-books, white papers and blogs, you’ll greatly enhance your organization’s credibility.

Content Shock is here. Now what?

grow - Practical Marketing Solutions

About two years ago, I wrote a blog post called Content Shock: Why Content Marketing is not a sustainable strategy. The premise behind Content Shock is simple. My post was a call to arms, pointing out that what worked in content marketing a few years ago — when content was a novelty — will not work in this era or overwhelming information density.

Intelligent data and information: Big Data and content in action

i-Scoop

Big Data essentially means all data. And there is quite some data nowadays: from customer data and social data to data regarding all possible areas of business, technology, science, customers and beyond. The term Big Data has a technology and processing background in an age where ever larger data sets became available and ever more […

Aging 34

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. 34% watch product and informational videos.

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Eqentia content curation gives control to information consumer.

Marketing to Business Executives Blog

However, many platforms assume that the curator’s interests and the interests of the information consumer are perfectly aligned when, in fact, that may not be the case.  Leave a Reply Cancel reply Games as Content in B2B Marketing RSS feed Google Youdao Xian Guo Zhua Xia My Yahoo! Eqentia doesn’t make that assumption perhaps because it was built for business professionals.  Eqentia

Information Kits: Packaging Offer Content for Higher Response

The Point

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. You can expand the appeal of content like these by packaging them into information kits. The following is a recipe for a good information kit. Information on your product or service. 5.

Optimizing your site information architecture (IA) for Panda

Biznology

Last time I wrote about cleaning house and freeing up Google’s index for your best content. We simply can’t ask these business units to retire fresh content related to business-critical offerings. So we build the whole experience–from the URL through the navigation to the content, links and images–around those keywords. Photo credit: Wikipedia.

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The business case for unbranded content

grow - Practical Marketing Solutions

In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Why would you create content and not even take credit for it? Using unbranded content when branding is impossible.

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Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period. 

The 24 Best Visual Content Creation Tools

Webbiquity

More than 90% of B2B marketers already use content marketing in some form, and spending on content marketing is projected to double by 2019. But content won’t simply be produced in greater volumes, it will also become increasingly visual. Visual and video content will become increasing important.” ” — Marketing Insider Group (Content). 14) Kleki.

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What Is Content Marketing Development?

KoMarketing Associates

As a content marketer, I look forward to this time of year. This past year, I’ve had the opportunity to work on a number of content advisory programs, where our team is making recommendations for our clients’ content marketing teams – and then they execute. That said, there are a number of best practices to keep in mind when developing effective content marketing programs.