Trending Sources

Five levers of relevance for digital authors

Biznology

In my last article, Stop doing short-term campaigns , I said that cognitive effort was the “lever of relevance.” In the case of information, the work involved requires cognitive effort. So if you want to geek out on it, read the book Audience, Relevance, and Search. ” What is relevance? This is why the science of relevance is relativistic.

(Re)Creating a Distinctive and Relevant Brand

CMO Essentials

We are certainly proud of our 180-plus year history, but we want to be informed by that history, not bound by it.” ” Brands Need to Be Distinctive and Relevant. “Among the many things that brands need to be,” John told me, “first and foremost they need to be both distinctive and relevant. ” My second response was, “OK. ” he said.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

But something I wanted to hear more about was relevance. A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. I’m sure that’s not their intent, but these companies are missing the key idea of relevance. Photo Attribution: Exact Target Blog.

7 key roles in digital marketing

Biznology

” Naturally, if it is the thing your target audiences consume, having an expert content strategist is crucial. Using keyword research, SEOs look for opportunities to connect with their target customers. This is sometimes called information architecture (IA) or client experience (CX). I recently had the opportunity to speak at a Fairfield County, CT, AMA event. Analyst.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. will be forced to value "fit" over "reach" where they target the customers that fit. Better targeting, retargeting, and website personalization will replace the omnivore approach. inbound lead generation with more targeted, proactive campaigns.

Online Display Advertising, Targeting, and Capturing Leads

NuSpark

Lead generation and lead nurturing both can be done via a targeted display campaign. Such information to gather includes: • Minimal spend. Services offered- social- retargeting-behavioral targeting, mobile, affiliate. Specific targeting. Google in particular offers a multitude of targeting options to limit waste coverage and laser-focus a message. Retargeting.

How to Use Data to Create More Relevant Content

Hubspot

How do they inform their strategies? To help you figure out how to use data to inform your own content ideation process, I've come up with a plan. You'll add more information to this spreadsheet later. This score is a mix of relevancy, bid amount, and ad performance. If you're not a HubSpot customer, you can check out Keyword Planner to uncover this information.

How CMOs Can Make Big Data Relevant to the Sales Team

Crimson Marketing

Author and Futurist John Naisbitt famously wrote, “We are drowning in information but starved for knowledge.” You would think that with all of this information and transparency, it would be easier than ever for companies to understand and influence customers through technology marketing. Providing The Right Information to Sales. Fast forward to the present. Begin With a Pilot.

5 Reasons Email Marketing is Still Relevant

Puzzle Marketer

Develop a Highly Targeted Message E-mail marketing is a targeted method of reaching people who are interested in your products or services. When people sign up for your e-mail list, they’re asking for more information and giving you permission to provide it. You can use this information to better target future campaigns and create stronger calls-to-action. You can divide your contacts into groups based on their purchase history and market directly to their specific interests so that every newsletter is relevant to their preferences.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. will be forced to value "fit" over "reach" where they target the customers that fit. Better targeting, retargeting, and website personalization will replace the omnivore approach. inbound lead generation with more targeted, proactive campaigns.

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

Buyer behavior : to make demand generation effective, efforts need to be aligned with sound understanding of buyer behavior relevant to different segments. Enabling Marketing and Sales with Target Ready Buyer Models. Boosting sales revenues through demand generation involves going beyond enabling marketing with target market data and sales with contact information.

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. 1. Using data for real-time content targeting. One particular application of CRM data in the mobile environment is a marketer’s ability to target specific customers with specific content in real time.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Relevance is the New Game in Town. Instead of a numbers game, it’s now a relevance game. 4 Components of a Relevant Campaign. Time to get relevant!

Story + Video = Powerful B2B Marketing

acSellerant

Develop your protagonist with the same characteristics as your target audience (e.g. ” Cut out everything that doesn’t add relevance or interest. Unlike a PowerPoint presentation where the presenter reads the bulleted text that appears on the slides, we want to deliver different, but inter-related information to the eyes and ears simultaneously. Tell a Story.

Video 100

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. will be forced to value "fit" over "reach" where they target the customers that fit. Better targeting, retargeting, and website personalization will replace the omnivore approach. inbound lead generation with more targeted, proactive campaigns.

B2B vs. B2C: How Content Marketing Changes by Target Audience

Hubspot

When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. It’s clear that there are some significant differences to be addressed in the way content marketing changes for B2B versus B2C target audiences. It all comes down to developing an innate understanding of your target audience. Intent.

B2C 61

Using Customer Data to Inform Your Personalization Strategy

It's All About Revenue

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. These insights are often times stored in disparate systems like your CRM, marketing automation platform, website analytics, data management platform, and so on; however, as marketers shift focus to creating targeted campaigns across the buyer’s journey, the ability to integrate systems and unlock this customer data has never been more imperative. Data Attributes & Quality Data Management

4 Data-Driven Ways to Create More Targeted Ad Campaigns

Hubspot

Marketers can now target specific audiences across multiple devices and measure engagement on each touch point, building comprehensive roadmaps to conversion. The foundation of a solid campaign that harnesses the power of data to reach the right audience can be built upon four primary tactics: 4 Data-Driven Ways to Create Better Targeted Ad Campaigns. Let us know in the comments.

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

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. Where people fill out forms informs the content team if we have recommended gated content that is relevant to what we’re writing about on the blog. Which ebook or report do they download?

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Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. While all these areas are important, the first bullet – “semantically relevant…” – stands out to me in my role as an SEO professional. Proof terms and relevant terms. What are relevant terms?

Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. While all these areas are important, the first bullet – “semantically relevant…” – stands out to me in my role as an SEO professional. Proof terms and relevant terms. What are relevant terms?

Permission Marketing Drives White Paper Relevance

NuSpark

First, white papers give readers the information they seek. They offer quality, relevant educational content. In short, white papers allow you to enter into an educated, informed conversation with your targeted buyer. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior. Your prospects have access to vast amounts of content, and they want it on their terms. They want you to educate them. Enter the white paper.

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? Your business value shouldn’t be that you can curate content that would be relevant to them! Isn’t this information that most business, sales and marketing leaders should already know? Like this post?

Why the Word Relevant is More Important Than Ever for CMOs

It's All About Revenue

From the apps to the games to the videos, there is so much "stuff" that's fighting for the attention of YOUR customer or buyer - the need to be relevant has never been more important. Here are some other findings from that same survey which I shared via my Forbes post: *96% of consumers acknowledge having received mis-targeted promotional information. *94%

Using Data for Targeted Marketing: Discerning Drivers from Distractions

CMO Essentials

Just as early sailors were able to use the stars for navigation with minimal technology, though; even the most minimally analytical-minded marketers can still use data for targeted marketing. Naturally, when most marketers look to data to inform and enrich their efforts, they look to the data they have on the most relevant people – their buyers and customers.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

Yet, most B2B marketers still don’t see it as relevant. The problem with this is that a) it’s time consuming doing all those deals and managing results, and b) there’s a lot of potential for wastage as even the most niche website will still have visitors that don’t fit your target audience. So programmatic is easier and more targeted. is sent to an ad exchange.

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. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance. Albee took the time to share her additional insight based on the themes in Digital Relevance. Do you have it? Do you have it?

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding :  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.    The deeper the understanding, the more targeted and relevant content can be for buyers. 

Using Big Data To Target The Right Consumers With The Right Offers

Buzz Marketing for Technology

Posted in Behavioral Targeting Big Data Customer Experience eCommerce Personalization. What’s more, it’s also difficult to translate that information into “personalizations” that are meaningful and compelling to your customers. The aggregation and use of big data are crucial to segmenting and targeting your individual customers with the appropriate experiences. It requires employing predictive behavioral targeting and optimization techniques to remove the complexity. This tactic ensures visitors see content relevant only to their loyalty level and behavior.

The Never-Ending Cycle: Content Informs Data Informs Content

Marketing Action

The most effective content is informed by strong data. Data should inform all facets of your marketing strategy and go a long way towards removing the guesswork from marketing altogether. Data enables accurate targeting and identification of the common traits your customers possess across demographics like age, location, industry and income. Data Is King. But never fear.

Why account-based marketing is a game changer for Japan

Biznology

I am defining ABM as “strategic marketing that aims to maximize sales revenue from defined target accounts, by integrating customer information within the organization and aligning marketing and sales.”. Why is ABM particularly relevant to the market in Japan? But sales people care about matters like: What’s the buying power of this target company? Marketing is nowhere.

How to Use User-Generated Content to Inform Your Content Strategy

Content Standard

If you’ve reached a true saturation point where you’re seeing growth slow, it’s more than likely that you’ve already developed on search terms you care about, covered your bases on topics that connect your readers to your brand, and have a lengthy list of areas that just didn’t seem interesting or relevant enough to cover. It’s been nearly three years.

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

KoMarketing Associates

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. What better way to deliver valuable information to buyers than to walk a mile in their shoes? Leverage Surveys.

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Quite a lot, as it turns out – especially to marketers trying to reach all of us with relevant messages. Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. They’re also used to create segments of prospects in order to target them more effectively. Who, What, Where… and Why.

Rethinking Referral Marketing: Understand Your Target Audience

Hinge Marketing

In order to encourage referrals — and ultimately to generate new business — it’s essential that you understand your target audience of buyers and influencers. With this kind of targeted focus, you will be able to much more effectively speak to the concerns of your target audience — and consequently encourage referrals based on your expertise and reputation.

How to Find and Target High-Value Keywords for Your Business

Hubspot

I'm going to show you how to uncover new keywords to target and assess if you're already targeting high-value phrases. If you want to generate more organic traffic, it’s necessary to find the sweet spot between easy-to-target keywords and keywords relevant to your business. As you go, make sure to remove keywords you know deep down cannot be relevant to your website.

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. Albee took the time to share her additional insight based on the themes in Digital Relevance. What information might have preceded it to drive interest?

A Quick Rundown of Facebook Targeting Options [Infographic]

Hubspot

Used properly, Facebook can be a great resource for marketers due to its highly active user base and the amount of information it has about individual users. Facebook knows what we''re interested in, who we hang out with, and how we self-identify -- so there''s a great opportunity for marketers to deliver highly relevant and personalized ads through the social network. Facebook

Get More Email Opens and Clicks Using Behavioral Targeting

Modern B2B Marketing

The information gleaned by paying attention to a consumer’s digital behavior is her online body language. This gives you solid and very powerful information to go on. Examples of Behavioral Targeting . Some basic examples of behavioral targeting: Email: . Behavioral Targeting Drives Opens, Clicks, and Engagement. Which emails did a consumer open and/or click on?