Content marketing strategy beyond the first degree(s): value chains
MAY 1, 2014
Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business overlap with content marketing. I’m even not just talking about the need to work with audiences of audiences in an era where everything is (getting) […].
Email marketing versus social media – once more
DECEMBER 28, 2014
If we can believe the people of Email Delivered there is a “heated debate inside marketing circles” about what’s the best option when it comes to focusing your marketing efforts: social media or email marketing. Email marketing Integrated marketing Social media marketing content marketing Email Delivered Social Media Today social versus email
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. Last year I took it a step further with what you could call a rant about the ‘ big content marketing fail ’. I was pleasantly surprised to see that many people using content marketing (as I do) wrote similar posts taking a critical look at the evolutions in content marketing.
Social Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. Many departments, countries, languages and actions: you can imagine it learns one a few lessons on social business and collaboration. Social business is all about people, integration (the silos, remember?) and collaboration.
B2B buyers and professional social networks in the purchase decision
SEPTEMBER 16, 2014
In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also use social media for the […].
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Yes, you are right: social business is a buzzword. It is omnipresent and it is trendy to proclaim “it’s not about social media anymore but about social business.” ” However, social business is not a hype, on the contrary. Dada on MarketingProfs, titled “ What Exactly Is a ‘Social Business ‘?” Social is social.
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
In case you don’t feel like fully reading it, prefer the rules of short copy and want to read the conclusions first then this is for you: we are massively killing content marketing and are making the same old mistakes we always have. It was acquired by my then employer and basically had a local portal, a good e-newsletter and some content in its portfolio. Hurray. It gets worse.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
Why do people share content? However, in trying to answering it, one can find a lot of value for his business and “target groups” in this social media and multi-channel marketing age where content plays an increasing role and content marketing is a hot topic. Content is an enormously broad concept that we use every day without really defining it. We talk about how it should be: how important relevant and share-worthy content, how crucial it is in lead nurturing, how it makes or breaks our email marketing programs and even how it has become a currency.
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
Think about search engine optimization and social media optimization, for instance. When taking a step back from the traditional notion of optimization as used within the SEO world, he started applying the principles of continuous improvement in connections between consumers/customers and brands, regardless of the channels or ‘social objects’. That’s optimization.
Great Content Marketing Case: the Vocus Social Media Strategy Tool
SEPTEMBER 15, 2011
Content is a social object. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.]. Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app VocusBy that I mean it is defined by what people want and how they interact, not the other way around.
Evangelizing a Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
Virtually all rock stars at the event (no, I’m not talking about Cindy Lauper ), said how important context, content and the customer are. As buying is often a group process and we now have social media and that other umbrella term, social media marketing, marketers start putting not only their customers first but also the networks of trust and influence of their customers.
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
The alienation between organizations and consumers Different reasons stand in the way of solving the continuing disconnect – social media or not – between organizations and customers /consumers. The problem is often one of the message or content, that still is focused on what marketers and executives want to communicate instead of what consumers want to know. The shift is clear.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
We are not the center of the universe and our content and channels are merely servants of business goals and customer intent. So, why are we now seeing reports popping up that state the exact same thing, albeit with a social and conversational dimension and integrating technologies such as mobile? Younger generations that grew up with social media, Web 2.0 Integration as well.
Content in Context: How Sharing Equals Creating Content
SEPTEMBER 23, 2012
The topic: content in context. It’s partially what content in context is about. The topic of content in context has been on my mind since over a year now. We have been saying content is king for a long time. Businesses were building websites without relevant content too often. Today, content and content marketing are hot topics. Content?
Content Marketing Playbook: Strategy and Roadmap
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
Divisions such as sales, can be involved much better in social CRM and social media processes. No matter how your organization is structured: it’s crucial to involve your sales people in cross-channel interactions and in your social media strategy as well. Social media monitoring and other measuring systems are not your only “ears and eyes” in the social space.
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
In the social era we have started calling this the audiences of audiences of audiences, etc. Another (new) role that often gets mentioned is that of the Social (Business) Strategist , who then often gets a role in the collaborative and digital decision process as well. Am I a social media strategist? social business thinker? Because content marketing is not an island.
Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
Content marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. Content is not an afterthought. Unfortunately, I see an increasing attention for content as such.
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
If you occasionally read my posts here or elsewhere, you probably know by now that a consistent and valuable user experience, a multichannel approach with a strong dose of social and customer-centricity are my favorite themes. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important? Succeeding.
Staffing and Launching Your Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.
Bryan Eisenberg on Social, Conversion and Content Marketing
SEPTEMBER 3, 2011
Content marketing Conversion Opinion Social media marketing Bryan Eisenberg conversion marketing conversion optimization customer-centricity email marketing influence Jeffrey Eisenberg social media voice of the customerBryan Eisenberg and his brother, Jeffrey, need no introduction. They have written books with titles such as ‘Persuasive Online Copywriting: How to Take Your Words to the Bank’, ‘Call to Action: Secret Formulas to Improve Online Results’ and ‘Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing’. In this interview, Bryan shares [.].
From Conversation Company to Optimization Organization
APRIL 28, 2012
Steven makes very valid points of how important it is to involve people and facilitate conversations while having a ‘social’ mindset across the organization. This is my second post in the series of ‘ The Future of Social Media ’. In social media, the emphasis has been on the holy conversation for quite some time now. They steer the content and the conversation.
The Power of Powerlessness: Let Go and Put the Customer First
MAY 15, 2012
” With the advent of social media, each consumer became a ‘media transmitter’, Jan says. They don’t need brands or governments and other social ecosystems and institutions to do so anymore. Sales and marketing have always been about social interaction The trick is to find power within this factual powerlessness. One of the other contributors is Jan Van Aken. Facilitating.
By: Blogging, Content Marketing and Social Metrics: Ways to Improve Them « Marketers.BlogNotions - Thoughts from Industry Experts
JANUARY 14, 2014
The mentioned white paper provides some thoughts and ideas to improve your blogging and social media marketing efforts for each of the metrics. […] per metric. We added links and ideas to do […
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Depth Of This Goodwill Social media, online activity, and the mobile. business-to-business (B2B) marketing tools, with social, mobile, and the steady move to. Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of.
How to Unsuck at Personalization in Marketing
JULY 18, 2012
An Econsultancy survey , for instance, shows that 88% of marketers that are using social graph data for personalization, say it has a high impact on both ROI and engagement (Adobe offers a free copy of the report upon registration). Go figure, especially since only 6% of respondents are using social graphs for personalization purposes. US open rates of house lists rose 2.6% Right.
Where does Content Marketing Belong in the Social Business?
MAY 27, 2011
I am often asked which department is responsible for social media marketing, content marketing and other forms of what people still call “new ways of doing marketing. So, let’s take a look at the responsibilities (not the ownership) in content marketing, a topic that is closely related to social media marketing. Content marketing is mostly used in a cross-channel B2B context, but certainly not only there. Do we need Content Marketing or Social Media Marketing Directors? When it comes down to social, the answer is quite simple.
The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist
JULY 14, 2011
Often, inbound marketing, one of those new terms we have invented in the ‘social media age’, is defined as a combination of marketing strategies that focus on “being found” by people in the online space. It consists of what we now call content marketing (including blog marketing), social media marketing (which really is not about being found alone), Search Engine Optimization and so on.
Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing
OCTOBER 14, 2011
For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. Web analytics offers enormous possibilities for those able to take all out of it. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics
Content Methodology: A Best Practices Report
Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.
Touchpoint and Customer Experience Mapping Made Easy
DECEMBER 10, 2012
Back in October the company also announced an integration with Facebook so brands can use focus groups on the social network (as many do by the way) to comment on their customer journey maps. I’m not going to write too much about the platform. Example of retention stage touchpoints “This is the age of the customer”. You need to see the world through your customers’ eyes”.
Word of Mouth Marketing: When a Human Phenomenon Goes Business
JULY 27, 2011
With the arrival of interactive and social media the patterns, role and impact of word of mouth have changed. In the broadest sense, word of mouth marketing encompasses among others: Creating content that has the potential to become a story. Having a narrative, conversational and thus social vision. Involving people and their social networks for all possible marketing goals.
How to Earn Trust When Distrust Rules
JULY 29, 2012
It’s one of the reasons why many marketers try to embrace social media and a more conversational style in their customer-oriented tactics. Social media enabled people to voice their opinions in very public ways and to have more control over how they interact with businesses regarding the when, where and how and regardless of the reasons why. Relationships are based upon trust.
B2B Blogging Trends 2011: Towards an Integrated Approach
MAY 24, 2011
Contributors, including some great content marketing experts such as Tom Pick , Ardath Albee and Ambal Balakrishnan , to name just a few, and more social media or PR oriented people like Maddie Grant , Jay Baer and Erik Qualman , were asked to share their views. Don’t forget feedback and user-generated content. Several other organizations have no blog at all. included).
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.
Inbound Marketing versus Outbound Marketing: a Pointless Debate
JUNE 8, 2011
Inbound marketing is defined as all forms of (mostly digital) marketing whereby people “find” your company/products/services and that includes tactics and channels such as social media marketing, SEO, SEA, blog marketing and content marketing. Since several years marketers are debating the evolution of marketing from the inbound marketing versus “outbound perspective. Outbound marketing is basically [.]. Blog Connected marketing customer-centricity HubSpot inbound marketing outbound marketing
The Social Dimension of Language, Content and Trust
JULY 4, 2011
Words and images are a crucial part of what we call content. We know that content is essential in all forms of digital marketing, conversion and conversation. And we know that in the multichannel social media age, where customer-centricity should rule, the importance [.]. Blog Connected marketing Content marketing content conversion emotional needs language social identity trustThe power of words and images is stronger than most marketers imagine.
Content Marketing: Blogs Deserve the Same Attention As Websites
SEPTEMBER 18, 2011
Blogs play an important role in an integrated and people-oriented inbound and content marketing approach. In social media marketing, blogs are often – not always justly – described as the “hubs around which all social activities take place. Blog Blogging Content marketing Social media marketing content marketing conversion corporate blog CRM dialogue marketing automation reputationThe benefits and possibilities of blogs and blog marketing are – hopefully – well-known by now. However, [.].
Blog Comments and Engagement: Calculate and Use the ConversATion Rate
AUGUST 6, 2011
It’s something I often hear being said by marketers that recently started an ‘inbound’ or content marketing program by launching a corporate blog. Blogging Content marketing Customer engagement Social media marketing Web Analytics Avinash Kaushik blog comments blogging content marketing conversation rate engagement relationship marketingHelp, my blog gets no comments! In order to receive comments, you obviously need some kind of community of people that find your blog worthwhile or simply find it at all. Moreover, [.].
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. social media. content.
Content Marketing: Considerations When Defining a Content Plan
MAY 23, 2011
Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Having goals, a plan and processes in place matters in content marketing as well. What is often missing in what we call content marketing is a strategy, let alone a plan. Social”, anyone? Content marketing is not broadcasting.