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Six Best Practices for Marketing with White Papers


documents are called white papers when they are really just extended marketing brochures), properly produced and promoted white papers remain an effective and vital marketing tool—particularly for b2b technology companies. In the hierarchy of lead generating assets and activities, white papers form the vital base, as illustrated below. Solve a real problem.

Paper 126

17 Ways to Promote Your White Paper for Lead Generation


You’ve written, designed and produced a white paper. If you subscribe to the theory of “if you build it they will come,” your white paper is dead in the water. Now There is a myriad of methods to promote your white paper, generate interest, and help it climb Google’s search engine rankings. Here Link to your white paper on your home page.

Paper 57

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”. Those factors are: • Providing relevant, useful and original content.

18 Ways to Promote Your White Paper for Lead Generation


Well, your firm has written and produced a white paper. quality white paper can one of the most important content marketing vehicles to generate leads within your internet marketing plan. Your ultimate goals with white papers are typically the following: .  . Put a link to your new white paper on your home page. Company Blog.

Paper 101

Content Marketing Strategy; How you need both an SEO and a lead generation/landing page plan.


Been thinking about content marketing again and after some recent engagements with some clients, I thought I’d better shed some light on some important considerations as a further understanding of what content marketing is and how it is deployed. Via your landing page. By doing so, you’ll realize that each tactics has its own accompanying content strategy.  If you say site traffic , I say “no” because attracting visitors doesn’t necessarily lead to sales if your site is not relevant to your prospects and contribute a solution to their business problems. 

A 50-Point Checklist For Creating The Ultimate Landing Page

delicious b2bmarketing

Build, Publish & A/B Test Landing Pages Without IT. Landing Page Examples. Remember this: every page can be better. Join in as we discuss marketing, conversion rate optimization and the art & science of landing pages. Landing Pages. Landing Page Examples. Content Marketing. Landing Pages. | 13 comments.

How to Generate More Opt-ins With Your Email Marketing Campaign

It's All About Revenue

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For instance, you could offer a complimentary white paper or case study download, available exclusively to those who subscribe to your communications. Add a Subscribe Button to Landing Pages.

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How Landing Pages Are Like Having Your Own NSA For B2B Marketing

The Forward Observer

Website landing pages can provide B2B marketers 24/7 information gathering to help increase leads, shorten the sales cycle and close more sales. Just as the NSA collects information, so do landing pages. landing page is a website page specifically designed to convert visitors to leads. That’s why landing pages play such a vital role in B2B marketing.

Top 10 Demand Generation Resolutions for 2014

The Point

Make content a part of every campaign planning discussion. The right offer is central to the success of any demand gen program, so make offers and content a core element of your planning (and budgeting) process. Besides, good content will fuel demand gen success much more quickly than clever creative. 5. Improve segmentation to increase relevancy and email performance.

Seven Common AdWords Mistakes to Avoid


As Google’s standard search results page has evolved from displaying ten organic links on the left and eight ads on the right to a more varied page (see example below), featuring more or fewer ads and different media types depending on the nature of the search, the old pattern of organic results receiving 70%-85% of all clicks has also gone by the wayside. Not testing.

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. “This reality is reflected in the high percentages of marketers who say their content marketing is ineffective. web and content teams)? Content Marketing

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. One of the most effective ways to generate blog leads is to feature downloadable contentwhite papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms. Download Now.

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. “This reality is reflected in the high percentages of marketers who say their content marketing is ineffective. web and content teams)?

8 Common Ways Most Content Marketers Fail

It's All About Revenue

Many of us create amazing campaigns and pieces of content, sometimes even with limited resources. For years, we’ve all been focused on creation, distribution, and insights into what we’re doing, but without giving the content experience its fair share of the attention, our campaigns and tactics end up missing that extra oomph to bring us from good to outstanding marketers.

Marketing Analytics Deep Dive: Bounce Rates and Why They Matter

Modern B2B Marketing

by Maria Pergolino Internet math question: If you get 200,000 viewers to your website and 80% of them just check out one page, would you consider your website a success? However, if you are a B2B company dedicated to quality lead generation, a one-page hit won’t do you much good. Once known, an update to web pages can reduce bounce rates. Are they relevant?

Content Not Getting Enough Love? Try These 5 Easy Fixes

It's All About Revenue

It’s no secret that marketers are attention seekers, at least when it comes to content. We see it all the time; a company produces an interesting piece of content, and then it just sits there waiting for some love before getting lost in a sea of sameness as other content marketers produce similar material. Content MarketingHowever, many are falling short. Have Fun!

5 Steps to Feed the Content Beast

It's All About Revenue

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. Be careful that the content doesn’t set customer expectations too high.

Does Your Content Have Superpowers?

PWB Marketing Blog

A few years ago, while serving on a social media panel during a presentation to a local entrepreneurial group, I casually remarked that, “Content is everything; social media is just plumbing.” In the years since then, I’ve seen this proven over and over both with clients and with brands I follow. In order to succeed, your content marketing needs superpowers. Powerful Stickiness.

The Domino Theory of B2B Content Marketing

B2B Lead Generation Blog

Tweet “You don’t optimize a landing page or an email. That approach works well for the short time someone is engaging your landing page or other marketing medium, but what about longer time horizons common to complex B2B sales? Let me illustrate the answer with a case study where I first learned about what I will refer to as the “domino theory” of content marketing.

Guerilla Content: 30 Growth Hacks To Content Marketing Success On A Limited Budget

B2B Marketing Insider

My journey into content marketing actually started in 2004 when I left The Nielsen Company after 9 years to work for a local firm. The answer is what we now call content marketing. Growth Hacker Content Marketing. When I initially proposed content marketing at SAP, many people asked, “How much software you gonna sell with blog posts?” Content Marketing

33 Phenomenal Content Marketing and Copywriting Guides and Tips


Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

5 Ways to Squeeze the Most Use out of Your Content Offers


The same is true for content – don’t reinvent it, repurpose it. Start with a white paper, guide or ebook that you’ve written to support a product or service that you sell. With this one piece of content, you can easily repurpose content five times through different channels. Take sections of content from the white paper and set them up as individual blog posts.

Paper 44

Content Marketing Street Cred: 7 Marketers Share Their Secrets

CMO Essentials

Do you have content marketing street cred? Have you taken risks, faced failures, or overcome obstacles in your content marketing efforts and still delivered results despite such challenges? Radical Honesty in the World of Content Marketing: This is a challenging time for content marketers. Is it through sponsored content? Brand & Content Trending

10 Ways to Generate More Leads from Your Business Blog

The Point

And no, #1 is not “write better content” (because you already knew that.). 1. The best way to convert organic blog visitors to subscribers is to write great content. But don’t think that simply placing a row of social icons at the top of your main blog page is enough. That way, readers who enjoy your blog posts have a vehicle to request additional, related content. 6.

Google Analytics- Calculated Metrics for Lead Generation Websites


Calculated Metrics are user-defined metrics that are computed from existing metrics available on Google Analytics, and allow more customized and relevant analyses than ever before.  I love the new feature and allows so much more reporting opportunity. Planning the logic then implementing formulas are the key in developing the new relevant metrics. Make note. Sample Calculations.

Optimizing Landing Pages – Why Testing Is Critical

Modern B2B Marketing

by Carol Fox An optimized B2B landing page is one of the most critical elements of any Internet marketing campaign. Effective landing pages excel at attracting prospects, keeping their attention and converting them with a call to action. No marketer can ensure optimal performance from a landing page without proper testing. Give customers a vote.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. That grumpy old panda is sick of being manipulated by low-quality content crammed full of keywords. This is what search engine experts lovingly call “dead content”. Start with your keywords.

Build It, They Will Come?

The ROI Guy

The good news is that you are already off to a great start, engaging your frugal buyers with the interactive white papers and financial calculators they need to help justify “Why Change?, “Why Now?” Tool launch pages and the tool access links themselves can be optimized for, and provide the needed rich content for search engine success. and “Why You?”.

Tools 15

5 Reasons to Invest in Interactive Content

Modern B2B Marketing

Author: Dennis Shiao The first time I downloaded a white paper was in 2000. Since then, I’ve consumed more B2B content than I’ve read articles about my favorite sports teams or TV shows. As Mark Schaefer rightfully notes, we live in an age of content shock. So how can you, your company, and your content marketing stand apart? The Fourth Wave of Content Marketing.

Architecture and Engineering Firms: Successfully Market Your Firm with Lead Generating E-Books


We’re all familiar with white papers, right? Professional, highly technical, and lengthy, but when done right a white paper can be a great content marketing tool for A/E firms because of the value it provides to the reader (your client or prospect). Enter the e-book; described by The B2B Social Media Book as the white paper’s “more modern cousin.”

A new eBook; Content Marketing Templates for Lead Generation


If you’re a content marketer, then you know the challenges you face. sound content marketing plan is critical to the success of your lead generation efforts. Producing well-written quality content that engages prospects to convert. 2. Not having the time or resources to produce enough content. 3. Poor choices of keywords and SEO content tactics on websites. 5.

5 Ways to Optimize Landing Pages for B2B Content Assets

Savvy B2B Marketing

Derek shares smart ideas for helping prospects and customers find your content, so read on! It is critical that B2B marketers squeeze as much opportunity as possible with the content available. Search engine marketers hold an adage that every web page is an opportunity to be found in search results. Here is a resource for choosing relevant keywords for SEO.

Five Ways to Create Content that Motivates Prospects to Action


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?

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

Personalized email/direct mail content. Content must be created for each segment – this requires resources etc… To make this a personalization a bit easier, technology advancements allow you to add dynamic content sections to mostly generic communications. Dynamic landing page/microsite content.This is similar to the last point but typically is more flexible. Emails and direct mail are fairly static while website content can dynamically change on the go. This content should change based on the behaviours that the contact has exhibited over time.

When Should You Put Content Behind a Form?

Sales Engine

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!

Paper 59

7 Reasons You're Not Getting ROI From Your Content


Content as a marketing strategy is reliable and cost-effective, but only if it generates high-quality leads. To succeed, you must not only create and promote content, but also analyze and optimize the content. If your content marketing results are falling flat, here are 7 reasons why it might be happening and what you can do about it. 1) You Don’t Know Your Content’s ROI.

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3 Incredibly Easy Ideas To Get Customers To Pay For Content

B2B Marketing Insider

Is your gated content worth the relationship currency you’re asking your customers to pay? What you think is valuable content may be considered worthless to the customer on their buying journey! Like a toll road, gated content full of how-to insight and relevant research is likely the quickest way for your client to reach their decision destination. Use ‘Content Bait.’