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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.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge.  by icon 54.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization.  Research has proven that goals can vary immensely. 

The 17 Best Keyword Research Tools for SEO and SEM


query like “best time of year to plant a maple tree” is informational, while “best place to buy a maple tree” is transactional. nursery that understands the importance of content marketing and SEO may very well want to optimize content on its site for both types of queries—but they will be different pieces of content. Google Review Count:  46,500.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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.

Making the Case for Content Marketing: Research & Statistics


Whether you’re focused on a B2B or B2C audience, chances are you’re considering a shift toward content marketing. Content gains trust. According to AOL and Nielsen , 27 million pieces of content are shared daily. Content can serve many purposes, but to be successful and stand out it needs to create value for potential readers. Content also endures.

A blueprint for succeeding in a world of overwhelming information density

grow - Practical Marketing Solutions

… and thrown into this mix is perhaps the most profound change to our industry since the mobile phone — malignant growth in information density. Most estimates center on a number of 500 percent growth in the amount of information available in the Internet by 2020. Clearly more content is not the answer. We need The Content Code. We need The Content Code.

Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Joe Cardillo , who  works for design marketplace startup Visually,  assisting with key client and partner collaborations, marketing, scaling process/workflow, and creating & presenting education focused webinars and content strategy for brands, agencies, and non-profit / policy organizations.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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.

Digital transformation failure recipes: the content and process integration deficit


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 […].

5 Ways to distinguish your content and brand by using research

grow - Practical Marketing Solutions

Having your company or brand attached to a significant piece of research that actually reveals new, useful information is one of the best ways to show your prospects that you’re not just trying to sell your stuff, but also trying to contribute to the field. Take these five principles to heart, do the work, and you’ll do more than create content, you’ll create value.

The 14 Best Content Planning and Research Tools


With 93% of B2B marketers now using content marketing to build brand awareness and generate leads, success going forward will require producing higher-quality content —not just more of it. Creating high-quality content starts with planning (deciding what to write about) and research (determining what to say about those topics). Best Content Planning Tools. 1) Trello.

Why don’t more marketers use keyword research?


The main point of the talk was about building brands using the methods Mike and I promote in our book: Outside-In Marketing: Using Big Data to Guide Your Content Marketing. When they inevitably find your content, condition the conversation towards your brand. Any individual can do keyword research with readily available tools such as Google’s Keyword Planner or Trends.

New Research: B2B Content is a Dead End

Digital B2B Marketing

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering? Multiple research reports have shown B2B buyers conduct more than 70% of their research before engaging with sales.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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.

New research: An exceptional path to social selling success

grow - Practical Marketing Solutions

That’s why I was so pleased to see some real research come out on this topic from Dr. Ari Lightman of Carnegie Mellon University. Content as sales catalyst. Strategic and consistent content is providing a competitive advantage for sales organizations. However, publishing content consistently is not a catalyst for engagement. Content as sales catalyst.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. by Delwar Hossain. For good reasons too. 

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. 

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.

New Research on How B2B Marketers Get More Leads


Because lead generation is so important, there’s quite a bit of research that’s been done about it. As a result, there’s quite a lot of information available about what works and what doesn’t. This post will walk you through the highlights of that research. It will also offer suggestions on how to apply what the research shows to your day-to-day marketing efforts.

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!

Doing Content Marketing Right, and Wrong, at the Same Time [Australia Research]

Junta 42

The results of our 2016 Content Marketing Benchmark, Budgets, and Trends for Australia caught the research team in an interesting predicament. In addition, Australian marketers rated nearly all of the content marketing tactics, social media platforms, and paid methods of promotion as more effective this year than last. Content marketing is a marathon, not a sprint.

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. 

6 Broader Business Questions to Inform Your SEO Strategy

KoMarketing Associates

Depending on how your company is structured, these could be questions for brand, email, product, customer service, or executive teams: Have we completed market research at any point over the last year? 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 ). What worked well?

12 Questions to Ask When Performing SEO Keyword Research

KoMarketing Associates

The other day members of our team had an informal discussion on how we choose keywords for our clients’ web pages. The development of good keyword research also incorporates marketing prowess, data analysis, and experience working with SEO over time. Keyword research is the life-blood of a search engine optimization campaign. Part 1: Keyword Discovery. Final Thoughts.

Research: The 3 social media secrets of B2B buyers

grow - Practical Marketing Solutions

The 2013 results provide a direct and frank overview of factors such as social media usage, information gathering techniques and general buyer behavior … and more interestingly, it reveals a few unexpected secrets! I’ve outlined a few of these ‘guilty secrets’ below, along with my explanation of why I think they happened and what they mean. By John Bottom, {grow} Community Member.

How To Lead With Customer-Focused Content

Tony Zambito

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. by Creative Stall. New Dilemmas For Marketers.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content. Enjoy.).

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. Why It’s Significant: This report provides a one-stop location for information on Internet usage, social media adoption, and mobile penetration worldwide and across key geographical markets. High-quality, relevant content is increasingly the focus of search.

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22 Tantalizing Content Marketing Stats and Facts


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. Already, nearly half of all B2B researchers are Millennials, and 42% of B2B searches are on mobile devices.

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Credible or not? 5 questions to evaluate research sources


It linked to a blog post covering a topic I’ve been researching for a client, and the study it cited is just what I need to prove our point. This feels a lot like milled content masquerading as true thought-leadership. If you are trying to establish your brand as a thought-leader, relying on weak sources of research to make your point isn’t going to bring you closer to that goal.

Are Your Buyer Personas Data Overkill?

Tony Zambito

Information Overload by Jenny Chisnell. And, more importantly, truly informs on customer strategies. I am afraid this can happen when companies are misguided in buyer personas, which are buyer personas in name only.  Applying this quantifying approach to content development spun the numbers even higher.  Why do I say labeled in name only ?  Data Overload. To Quantify Or Not?

My 4-Step Process to Marketing Research for Content Creation

Sales Prospecting Perspectives

If you’re a content marketer, you know how important it is to produce interesting and relevant content. If you’re a content marketer for the B2B space, you know how important it is to produce content that’s also fact-driven and referral-worthy. That’s why B2B content with statistics in headlines often perform better. hesitate to call this marketing research.

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. Increasingly, almost all of this research occurs before a buyer contacts your sales team. Content Marketing

The B2B Content Marketing Buyer Disconnect [Research]

B2B Marketing Insider

The biggest mistake in content marketing is making the content all about you. I’ve said this more times than I can count. In fact, I’m not even sure promotional content qualifies as content marketing. But according to a recent study  of 500 global marketers from  the Economist Group , B2B content marketing programs are doing just that: making every effort to push and promote product pitches in their content efforts. 67% of the business leaders surveyed said that unique, timely and educational content improves their perception of a brand.

Are you using your website search as customer research?


Using that information to plan improvements to the content on that page is one of the fastest ways for you to improve the page. For information on all my online courses, click here. The post Are you using your website search as customer research? Sounds pretty cool, huh? Well, the name of that survey mechanism is your website search. Like this post?

The uncomfortable state of content marketing metrics

grow - Practical Marketing Solutions

In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. Fixing the content marketing problem.

Promoting World-Class Research


Leveraging Research for Content Marketing. Promoting world-class research for content marketing purposes has the rare ability to attract both demographics with the same content. In this post, we will examine research promotion in terms of website content, social media, and video and how they can work to fuel a universities content marketing machine.

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4 Mistakes Marketers Make With Audience Research

Digital B2B Marketing

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction. Research Strategy benchmarks Stats survey