Why don’t more marketers use keyword research?
JULY 13, 2016
Any individual can do keyword research with readily available tools such as Google’s Keyword Planner or Trends. So the first step in any keyword research program is to build a central database of keywords and develop governance around them. For each step in the journey, keywords indicate what topics need to addressed to satisfy the persona’s information needs.
Are you using your website search as customer research?
APRIL 18, 2016
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? mean if you knew that, you’d know exactly what you want to update to make the page better, right?
Credible or not? 5 questions to evaluate research sources
JUNE 13, 2016
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. 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. Can you link to the original research and verify facts from other sources?
Your team is the best content source for search
MAY 17, 2016
You already can write you and your buzzwords and all the stuff you’ve learned from your expensive and extensive keyword research, so don’t. If there’s anyone in your world who can pass the duck test , it’s your employees. There’s nobody else anywhere who looks more like a duck, swims more like a duck, and quacks more like a duck, then your staff. Admit it.
Stop Killing Your Content: 3 Reasons Your Content Falls Flat
Our research indicates that nearly 70%. Schmonsees via Silver Bullet Research. However, anecdotal comments only give us a glimpse of the information we need. And sometimes, the information we get is a complete outlier pointing us in the wrong. But without the context of multiple points, they do not provide enough information to guide the creation of new content.
The challenge of authenticity
JUNE 20, 2016
This means learning their information needs and using that data as the basis of what content you should write and how you present it. This was true in print and is even more apparent on the web, where you only get found if your writing is relevant to someone’s information journey. This is a harsh truth, but it is borne out by research. still want to do that, but not this time.
Promotional products: making them effective branding tools for your business
MAY 26, 2016
Research Shows the Positive Impact of Promotional Products for Businesses. They publish this research to help companies understand the power of promotional products as part of their advertising and marketing mix. Here are 5 reasons based on their research and surveys why you should at least try out a promotional product campaign in the near future. Useful to the recipient.
The best automagical Twitter following tools for your business
AUGUST 18, 2015
Over the last few weeks, I have been sharing my tools and processes with you. If you haven’t read them yet, be sure to check out Social media content discovery and curation for the win , Your social media marketing automation solution , My online influencer research and engagement process , and Tools I use to amplify social campaigns. More on that later. ManageFlitter.
Your website is wearing mom jeans and shoulder pads
NOVEMBER 10, 2015
Pearson Education reached out to me to read and make make notes on Mike Moran’s and James Mathewson’s upcoming book, Outside-In Marketing. I go through it, paragraph by paragraph, and write notes on what comes to mind. After three chapters, I am both excited and delighted by both how much I have learned and how much I already knew. Even Your Clients’ Names Change.
Content Methodology: A Best Practices Report
Product and research divisions can provide dynamic. feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Testing and Optimization 33 Content Methodology: A Best Practices Report This report is based on research and a methodology by.
Six strategies behind the trend in B2B client conferences
SEPTEMBER 3, 2015
SiriusDecisions, the marketing consulting firm, views its popular Summit as a place to deliver fresh research to its clients, as part of its paid advisory service. Our value proposition is convenient access to useful information,” says Gillespie. AppNexus has its Summit, going on three years now. Quad/Graphics relaunched its Camp Quad last year. This got me wondering. Make money.
Content Marketing: content strategy beyond marketing and sales support
DECEMBER 11, 2015
Market Research / Product Pipeline. Get them the information they want as quickly as possible. Make the information and materials your clients need available to them 24/7 and that convenience becomes a part of your brand. Content Marketing market research branding product pipeline operations optimizationHere are a few areas to consider beyond the sales funnel.
Content marketing personalization: know your audience
FEBRUARY 12, 2015
Popular tools and concepts you’ll hear about include voice of customer (VOC) research, creation of customer persona, and developing customer profiles. As you can imagine, this is incredibly valuable information. It simply means that those interviews should be supported by other research. Let’s face it: if you’re not doing the research, you are guessing. Far from it.
Social media marketing isn’t a popularity contest
SEPTEMBER 4, 2015
McKinsey & Company’s research highlights examples of the 3 core marketing elements for reaching your followers on their social consumer decision journey. million views on YouTube, Ford received 50,000 requests for information about the Fiesta, and they sold 10,000 cars in the first six days they were available. In actuality, that is not always the case. Summary and Conclusion.
Evangelizing a Content Marketing Program
numbers, as Altimeter explains in their excellent “Cul- ture of Content” research report: “Companies that evangelize, reinforce, and institution- alize the importance of content throughout and beyond. Those numbers aligns with our own research from. metrics are the core components that inform how you. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.
Marketing to Millennial business buyers
DECEMBER 3, 2015
Millennials were born in the range of 1977 to 1995, more or less—some researchers put it at 1980s to 2000s. So they range in age today from around 20 to late 30s. As consumers, they are tech dependent, they value authenticity, and they are attracted to brands that think and act like them. Get to the point quickly (but make plenty of information available if they want it).
Essential SEO advice directly from Google
APRIL 14, 2015
Would you trust the information presented in this article? Would you be comfortable giving your credit card information to this site? Does the article provide original content or information, original reporting, original research , or original analysis? For a health related query, would you trust information from this site? Function follows form? No more.
The big challenge for big brands today: authenticity
JANUARY 15, 2016
Instant access to endless information and objective feedback from friends has enabled consumers to seek and find the truth behind such promises. report from the research firm, Mintel, indicated that about half of American shoppers trust smaller companies to do the right thing, compared to only 36% for large ones. But the internet has changed the ground rules. Like this post?
Two reasons to invest in online business video production
OCTOBER 16, 2015
To get informed and educated quickly, the people who make decisions are watching more and more online business videos every single day for a reason. The reason is pretty simple – online business video marketing content gives them [decision makers at any stage, from lower level recommenders to ultimate budget holders] the most amount of information in the shortest amount of time.
Content Marketing Playbook: Strategy and Roadmap
of information. The primary source of information is specialized. source of information is specialized investment media and financial. STEP TWO: As you spend time researching each publisher’s ap- proach to content, make a list of: • Audience types those publishers are targeting. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. years prior.
Branding as a full funnel journey
AUGUST 24, 2015
Many marketing department’s anticipated sales are based on an educated guess or wishful thinking over informed analysis of market breath and receptiveness. We also need research into what we are as a brand, what we’d like to become, and what (if anything) has to change to realistically get there. The answer is that attribution is complicated and few have the patience or expertise.
10 case studies show how web analytics prove ROI
SEPTEMBER 7, 2015
Research helps make decisions like whether target keywords should be “golf apparel,” “golf clothing,” “golf clothes,” or “golf sportswear.” As a result of the research, Nike Golf sees a 169% in total increase in organic search traffic. PBS wants to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions. Analysis
4 Elements that drive B2B direct marketing results
FEBRUARY 9, 2016
This is where list research comes into play, and it’s a confusing B2B data world out there, as many potential list sources have popped up in the last 10 years. This is information of value that focuses on the issue/problem that is addressed by your product/service coupled with no commitment asked of the recipient beyond their basic information (keep the form simple and short).
You’re doing a terrible job with search and social
JANUARY 13, 2015
The long and short of it is that in Google’s endless research they’ve discovered that form is as important to their users as function. Want more information about Google’s goals for search? Robust Contact and/or Customer Service Information. The initial conversation generally almost always reveals that the client feels victimized by Google. Want some proof?
Content Strategy for Marketing
pushing products through mass media has been upended, as consumers, empowered by information, are demanding. strategic consulting, training, research, and. independent research, such as our. There’s research. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. Content to.
Let the market view in
NOVEMBER 20, 2014
They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. In addition to an over reliance on biased but readily available information, many marketers suffer from an “internal out” view of the world. There have always been marketers who rely on subjective data and unsubstantiated hypotheses. Like this post?
Google+ on its Third Birthday
JULY 1, 2014
This isn’t about a social network in the same way that research on mice isn’t about the mazes. The mazes serve a purpose in the research of rodents, but the purpose transcends the maze; the purpose of G+ has nothing to do with creating a lovely virtual commons where cool post-Twitter and post-Facebook techies and hipsters can hang out, it’s a mad olly olly oxen free. No more.
Tips for your professional B2B corporate video production project
NOVEMBER 23, 2015
As the use of B2B corporate video production and video content marketing has increased, multiple research reports have proved how corporate online business video production can be drive marketing KPI metrics higher. Want to get visitors to your website to stay longer? Want to convert more of those visitors into leads and customers? The quality of your video represents your brand and company.
Content marketing’s $40 billion miss
SEPTEMBER 30, 2015
Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. Research Director Peter O’Neill is blunt about describing the current content marketing landscape. Nearly two-thirds of IT decision makers said they routinely scan the information and then throw it in the trash. Apparently little has changed in two years.
Staffing and Launching Your Content Marketing Program
and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. CREATE EN G A G E. O P T IM I Z E ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 QUICK HITTER 250–500 words to introduce breaking news, research, or. All rights reserved. Introduction 3 II.
Will your job search survive your social media activity?
FEBRUARY 15, 2016
It is hard to imagine that in this day and age, job candidates still have information on their social media profiles that prevent them from being hired. Beyond knowing not to allow negative information about yourself out there on social media, you should know that the survey did uncover that some employers did not immediately reject candidates with negative information online.
Why you should consider centralizing your search keyword lists
NOVEMBER 8, 2012
Every major function in marketing and communications needs keyword intelligence to do their jobs: Market researchers need the right keywords to listen to the whole conversation and find the most influential voices in it. Market research used the words to tap into existing conversations and develop talking points for messaging. Photo credit: Wikipedia. could tell you how that works.
B2B Marketers still struggle with lead nurturing
AUGUST 28, 2014
Granted, these words were put in their mouths by Bizo researchers, but it’s troubling that the power of lead nurturing still seems to be under appreciated. The tone of the messaging needs to be informative and helpful, instead of sales-y. Ask for a response, to collect additional information and feedback, always moving toward that qualification stage. This is a mistake.
Marketing lessons from the college admissions process
JULY 22, 2015
People were the most influential at the point of purchase, but digital was essential for providing the information they needed to reach the decision point. Market Research college admission email marketing website marketingI truly feel for the college marketer. Her buyer is notoriously fickle about his preferred method of communication. He has long since rejected paper. Son : “Yes.”.
B2B Marketing Trends for 2016
through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. B2B Marketing. know which half." Look for.
France’s Google is different than ours
APRIL 7, 2015
As a result, many restaurants have dated brochure-ware websites with just the bare basics of available information: location, hours of operation, and phone number. My girlfriend is a researcher. And, even if you do, are these menus hardwired into your site or can you update your menus and information on-the-fly as they change, be it seasonally or according to availability?