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NOVEMBER 27, 2012 The Big Content Marketing Fail: How Much Content Do You Need?
And if we dare registering for one, someone at the other side mistakes our interest in the content with us being a sales-ready lead (phone call coming… ). This blog post tells some personal stories and takes you a bit back in time. So, if you care about your budget and your customers read this. In 2001, I acted as the administrator of a small company , called WebWare. Hurray.
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MAY 22, 2011 Content Marketing: What Content People Share And Why They Do 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. Why do people share content? It’s a simple question but when looking at it, you’ll quickly discover the answer is all but easy, depends on many factors and requires a good deal of psychological insights. Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. The focus on content relevance is normal.
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SEPTEMBER 10, 2011 Content Marketing As A Process: Three Rules Before Starting
Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROIContent marketing is defined as a marketing technique. However, it’s also a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.].
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FEBRUARY 3, 2013 Social Business Failure Is a Choice: Speaking a Common Language
In practice, today collaboration and customer-facing processes (with marketing and CRM leading the pack) are prominent, which is already a limitation of what it can be. We are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. There is a problem with that prediction and the perception it creates. What benefits do we intend to achieve?
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JUNE 9, 2012 Defining Social Business: a Call for Clarity and Collaboration
Dada Gerardo has a definition himself: “Being a social business is not about having a team of people monitoring LinkedIn, Twitter, and (if you are in the “leading edge”), Google+ and Pinterest. 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.” Why do that?
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JULY 18, 2012 Altimeter Report: the Convergence of Paid, Owned and Earned Media
If you haven’t done that yet, focusing on relevance and a measured approach from the customer journey perspective, you are years behind leading businesses that are doing it with success since ages. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. Easy, although media proliferation made it look harder. In recent years, it only become clearer.
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CONVERSIONATION Content, Stories and the Blurring of B2B and B2C Marketing
| TUESDAY, JULY 26, 2011
An increasing number of marketers fortunately has understood how “users”, “prospects”, “leads
”, “recipients”, “suspects”, “relations” or simply people and their emotional and individual needs, digital signals, social information-gathering processes and buying journeys define what works and what doesn’t. Content leads
to stories when the networks and ecosystems it touches decide so. When talking about content marketing and content in context, we are, however, mostly talking about “inbound marketing” and lead
nurturing and, indeed, often in a B2B marketing framework. MORE >>
CONVERSIONATION How to Earn Trust When Distrust Rules
| SUNDAY, JULY 29, 2012
Someone in your marketing team can make an error, leading
to a situation in which the expectations are not met and promises are broken. Obviously, developing a relationship in marketing is also about lead
nurturing, which is about content, offers, scenarios etc. Organizations have been facing a challenge for several years now: a lack of trust among people regarding what they say, the messages they spread and how they act. Relationships are based upon trust. Although the levels and types of trust are different, this goes for business relationships as well. Your product can be DOA. MORE >>
CONVERSIONATION Word of Mouth Marketing: When a Human Phenomenon Goes Business
| WEDNESDAY, JULY 27, 2011
Word of mouth leads
to new customers, shortened sales cycles, improved branding and much more. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. With the arrival of interactive and social media the patterns, role and impact of word of mouth have changed. These changes affected the ways businesses can leverage the power of word of mouth for marketing purposes and, vice versa, the impact of word of mouth on businesses. Period. But when do we talk about word of mouth marketing (WOM)? MORE >>
CONVERSIONATION Marketers Need Return On Marketing Investment Now
| FRIDAY, MARCH 30, 2012
That’s why it’s pretty revolting that some ‘thought leaders’ (and I won’t mention names anymore or even link to them), especially in the social media space, keep repeating marketing ROI leads
to failure (!). Yesterday, I had a long and interesting conversation with the president of STIMA , Belgium’s largest association of marketing professionals. He told me the main issue that surfaces in his daily contacts with marketers is ROMI (Return On Marketing Investment), a.k.a. Marketing ROI. The crisis is hitting hard, and accountability is priority number one today. And it’s about time. MORE >>
CONVERSIONATION B2B: Involve Your Sales People in Social Media Marketing and CRM Now
| THURSDAY, JULY 21, 2011
All these people-to-people interactions lead
to a perception of your company and brand by your clients and prospects. In some companies, the role of sales has been reduced by strict lead
management processes, whereby the role of sales reps has been reduced to order intake. In many other businesses, sales reps continue to play a very important role from the early buying process stage onward and are involved, as consultants, in lead
generation and even setting cross-divisional marketing and communication priorities. Of course, it’s not the only division in most cases. MORE >>
- The Perception of Social Media Marketing: it’s a Free Lunch CONVERSIONATION | FRIDAY, MAY 27, 2011
- Why We Still Fight Over Social Media and Content Marketing CONVERSIONATION | MONDAY, FEBRUARY 4, 2013
- The Cross-Channel Customer Experience Must and How to Achieve It CONVERSIONATION | MONDAY, AUGUST 1, 2011
- Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration? CONVERSIONATION | WEDNESDAY, APRIL 24, 2013
- Five Cultural Reasons Marketers Fail to Keep Up with Consumers CONVERSIONATION | SATURDAY, APRIL 28, 2012
- Social CRM: Social Media and Communities in Customer Relationship Management and Marketing CONVERSIONATION | FRIDAY, MAY 20, 2011
- Where does Content Marketing Belong in the Social Business? CONVERSIONATION | FRIDAY, MAY 27, 2011
- The First Two P’s of Broken Marketing CONVERSIONATION | SUNDAY, MAY 6, 2012
- The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others CONVERSIONATION | WEDNESDAY, MAY 25, 2011
- Customer Engagement: the Role of Social Networks and Email CONVERSIONATION | TUESDAY, JANUARY 25, 2011
- Dramatically improving marketing conversion ROI with "social" landing pages CONVERSIONATION | FRIDAY, JULY 30, 2010
- Social Business: the Essence of Collaboration and Purpose CONVERSIONATION | WEDNESDAY, JUNE 20, 2012
- Optimize: a Holistic View of Content and Marketing Optimization CONVERSIONATION | WEDNESDAY, APRIL 18, 2012
- Prospecting the Social Customer: Same Needs, Different Scale CONVERSIONATION | SUNDAY, JULY 3, 2011
- Fans, Followers and Ecosystems: Retention Beyond the Customer Matters CONVERSIONATION | FRIDAY, JULY 29, 2011
- Is Touchpoint Marketing the Only Marketing Left? CONVERSIONATION | TUESDAY, APRIL 3, 2012
- How to Unsuck at Personalization in Marketing CONVERSIONATION | WEDNESDAY, JULY 18, 2012
- IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers CONVERSIONATION | SUNDAY, JUNE 3, 2012
- Content Marketing: Considerations When Defining a Content Plan CONVERSIONATION | MONDAY, MAY 23, 2011
- The closed loop of content and customer data in lead nurturing CONVERSIONATION | WEDNESDAY, SEPTEMBER 22, 2010
- The Lack of Customer-Centricity and Integration in (Mobile) Marketing CONVERSIONATION | THURSDAY, JULY 28, 2011
- Social Media and Inbound in B2B Marketing: Evolutions and Challenges CONVERSIONATION | THURSDAY, MAY 19, 2011
- Putting Customer First in Practice: a Humble Example CONVERSIONATION | WEDNESDAY, MAY 2, 2012
- Content marketing: creating relevant and efficient customer cases CONVERSIONATION | TUESDAY, SEPTEMBER 14, 2010
- People-Centric Landing Page Conversion: Don’t Make Me Think or Puke CONVERSIONATION | THURSDAY, AUGUST 4, 2011
- Five conversion marketing rules: conversion is constant quality improvement CONVERSIONATION | MONDAY, AUGUST 2, 2010
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