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Content marketing strategy: Start with questions, end with insights

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A few years ago, YouTube came out with a white paper stating that companies doing the best job building brands on the web used three different kinds of content : Hygiene — The “everyday content” that answers common customer questions. If I wrote a blog post to answer that question, I would only be contributing to the noise! By Mark Schaefer. Let’s unpack that idea.

5 questions you should ask yourself every day before bed

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That unhealthy working routine forced me to visit a doctor who advised me to bring order into my day. Questions, in other words. So when sleep knocks and you’re ready to hit your pillow face first, ask yourself the following 5 questions to jumpstart tomorrow with efficiency. If these productivity framings worked for a pseudo-vampire, they will work for you.

The Data-Driven Sales Team: Why Social Selling Works

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Social Selling Works. There is no question that data-driven social selling can drive sales. The post The Data-Driven Sales Team: Why Social Selling Works appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Social Selling Works. There is no question that data-driven social selling can drive sales. And so I don’t need your data to do that.”.

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Two questions to help you find the value of marketing

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But for the rest of us, here are two simpler things we can do to start answering the question: In a given financial period, what was the value of marketing? Eric Wittlake spends his days working with B2B marketers and (occasionally) shares his marketing views on his personal blog, B2B Digital Marketing. By Eric Wittlake, {grow} Contributing Columnist. We were thrilled. Life was good!

B2B Marketing Trends for 2016

to answer the question: "What do you expect to B2B marketers to be doing more of or differently in 2016?" B2B Marketing Trends for 2016 2 Take Content Marketing to the Next Level There's no question content marketing is the hottest topic in B2B; fully a third of these marketing experts. More Often If your CEO isn't already asking you that question, (s)he is always thinking.

How to ruin your content by overthinking things

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” Sometimes, you don’t need all the answers, a great post sometimes means asking the right questions. But instead of going back to sweat over every word, I look at the clock and give myself a deadline — I will work on this for 15 minutes and then this post is completed! By Mark Schaefer. It’s honesty time. Believe me, that’s exhausting! Watch the clock.

10 Epic Shifts that are Re-Writing the Rules of Marketing

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” This seems like a simple question, but I’m not sure I know any more. Within three years many people will be wearing some sort of AR headset many hours each day for both work and play. By Mark Schaefer. I’m often asked: “What is the next big thing in marketing?” I first posted this list on Facebook and it provoked some interesting comments. ” Ha!

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HR and social media: 7 Ways HR needs to act like marketing

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Why wouldn’t we provide the same kind of attention to people who want to work for us and lead us into the future? Text-heavy descriptions of what the company does instead of stories (especially videos) of how the company feels to people who work there. Would it make sense to show people targeted ads that can help them with their questions and problems? By Mark Schaefer. Human.

How do I find time to create content? 25 Ideas!

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The real question isn’t having the time, it’s whether you have the tenacity and drive to do it … and keep doing it. Some of the most engaging posts are questions, not answers. Plotting out your content plan week by week can help you visualize your commitments and arrange your content to align with your work schedule. By Mark Schaefer. Focus. ABC (Always Be Creating). Vacation?

B2B Marketing Trends for 2016

to answer the question: "What do you expect to B2B marketers to be doing more of or differently in 2016?" B2B Marketing Trends for 2016 2 Take Content Marketing to the Next Level There's no question content marketing is the hottest topic in B2B; fully a third of these marketing experts. More Often If your CEO isn't already asking you that question, (s)he is always thinking.

The new standards for strategy and social media success

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You’ve worked with a range of international businesses, government organizations and news organizations. But they do need to have the right questions to know what is possible, to know what is ideal for their organization. In my view, the ideal marketing leader would know enough to ask the right questions about: The role of Big Data and analytics. By Mark Schaefer. It doesn’t.

Five of the All-Time Biggest Blogging Questions Answered

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As I teach and speak, I start to see certain themes in the questions I’m asked. Here are the most common questions I am asked about blogging and some answers! It works and it can expand with your needs over time. Carve out time on your schedule to work on this every week. Ask them what the biggest customer question is. How do I get started with blogging?

Learn to say no and focus on your three critical business drivers

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It would require almost no work on my side and potentially expose me to a different audience. I once worked with a business leader who would constantly ask, “What are your critical three?” I primarily work with big companies like Dell, Cisco, and Microsoft, and this publishing channel probably would have sent me a flurry of small business leads. By Mark Schaefer.

The uncomfortable state of content marketing metrics

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But it doesn’t always work that way. I think the answer is also embedded in the new CMI findings: 65 percent of the marketers say “measurement” is their top priority, specifically figuring out “what content works and what doesn’t.” How many people are viewing our work?” But it doesn't always work that way. This is not good.

B2B Marketing Trends for 2016

to answer the question: "What do you expect to B2B marketers to be doing more of or differently in 2016?" B2B Marketing Trends for 2016 2 Take Content Marketing to the Next Level There's no question content marketing is the hottest topic in B2B; fully a third of these marketing experts. More Often If your CEO isn't already asking you that question, (s)he is always thinking.

Learn to create effective content by putting it through the RITE test

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or, “How did you know we were just talking about this at work?”. You simply have to ask the right questions. Before I publish any piece of content, I think about how I can make it more Relevant, Interesting, Timely, and Entertaining, and I think this is a concept that will work for you, too. By Mark Schaefer. Let’s take a deeper look. Relevant. The answer is … kind of. Timely.

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8 Strategies to stand out when you’re late to the content marketing game

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These are: Hygiene — Answering every day customer questions. but that’s the way the dynamics of the web works for now. When an acting career didn’t work out she combined her love of comedy with another passion — food — and created both written and video content that was food at its funniest. By Mark Schaefer. And this is where I need your help.

5 Reasons most content marketing is FAR behind where it needs to be

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These are people who go to work every day knowing they need to move content like their careers depended on it … because it does. Are you answering customer questions … and then answering them again? So what happens when people get the answer to their question? Are you answering customer questions … and then answering them again? They deliver something new.

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Use This Agenda For Your 2016 Content Marketing Plan

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The questions to ask here are: How does the customer currently perceive our brand? This audit allows us to work smarter, not harder. When I first started working with this client, they had 30+ comps they were keeping an eye on. Putting Your Content Marketing Plan To Work. The questions to ask here are: - How does the customer currently perceive our brand? -

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7 Ways a small business can use social media resources wisely

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I recently received this excellent question from one of my students: “Big global companies usually have a social media department but medium and small companies just add this job for some marketing or PR manager in addition to the current area of responsibility or hire some cheap intern — with negative results. Video might work best? Video might work best? 3) Plan. 3) Plan.

28 Super Easy Tips on How to Promote Your Content

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” It seems we get stuck in that rut of spending all of our creative energy and time on creating our content, and then once we hit publish we forget that we MUST work on sharing that content. Ask questions. For instance, for this post, I could change my lead or pose a question (depending on the platform/if I had room) to say. Ask questions. By Brooke B. Twitter ads.

Three Types of Goals and KPIs Needed for Social Media Analytics

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Companies looking to garner better social media results need to start with those two questions — and from my experience, these are the three areas that need addressing when looking to grasp social media analytics. You will have to work to uncover other goals and therefore KPIs that are needed to sustain. What works for one company or brand may not work for you.

Break the mold: Why content marketing needs to be like a chalupa

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It’s unlikely that a content strategy that worked five years ago will work today. A “they ask, you answer” strategy can’t work in an environment when the same questions are being answered over and over and over again like a daily injection of novocaine. “I curated those questions into a blog post and sent it to a journalist of VentureBeat.

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The business case for unbranded content

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You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. How do you help people and answer their questions with all these federal regulations? Six ways to make unbranded content work for you. Why would you create content and not even take credit for it? A lot.

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5 Ways to keep up with the avalanche of online customer feedback

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She says that in social media, 60 percent of the customer comments are neutral— questions, mostly. As chronicled by John Dijulius in The Customer Service Revolution , Umpqua Bank in Portland, Oregon works hard to harvest customers‘ opinions, even while they are visiting a branch location. By Jay Baer, {grow} Community Member. 8X increase in customer complaints in UK. Cheryl”.

From newbie to expert, here are the best social media tools for your business

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Works best in Chrome or on iOS. If you’re working full time, you might end up subscribing for 2-3 months in order to thoroughly learn your Photoshop skills, but it will be worth it. The questions are mesmerizing and users naturally want to complete the forms, if only to see what happens next. Works best in Chrome or on iOS. ” I have difficulty answering.

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A solution to the content marketing measurement puzzle

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Here is a common question I hear from many of my clients and students: My boss is looking at the leads we generated on advertising versus social media or content marketing and is questioning why he is putting money into content instead of doubling down on ads. Advertising works. The key idea is that this is a new marketing channel works in a different way. The payoff.

Case study: Small business content marketing success

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Here’s how I did it … “Traditional” marketing didn’t work. In 2012 I saw a video of Marcus Sheridan talking about the concept of blogging as a way to simply answer customer questions. But this new idea made sense to me – certainly I could answer questions. Opportunities have arisen to work with brands reviewing their pet-related products.

The strategy behind the content

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At the end of each year I reflect on what I need to do more of or less of … what is working now and what will be working in the coming year. I just had big questions I needed to answer like “how do I become powerful on the Internet?” Writing a book is the hardest work I do. These take a lot of work and the views of these productions have been declining.

Case Study: Using influencers to quickly build an audience for your content

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The more broke I became the harder I worked. The harder I worked, the more irritable I became. I didn’t like the person I was at home or at work and I knew something had to change. I had a few job offers but none of them worked out. He was doing great work and was obviously spending a lot of time connecting to people on Instagram and Snapchat. By Mark Schaefer.

A ton of useful information on social media marketing measurement!

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On this edition I spend about 45 minutes hanging out with marketing measurement and analytics expert Rob Petersen and, together with some of our {grow} community, we tackle the hardest questions in the field around social media and ROI. Is there any way to work around new Facebook restrictions to measure success? But wait … there’s more!! Learning from competitors.

Personal brand or company brand? The new realities of life online

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It seems like in the past week I’ve been deluged with questions like this: I cover the news. I work for a non-profit and I am essentially the face of the organization. I believe it is an imperative for everybody to work on their online presence and networking, even if you are happily employed. I had worked on the thing for four days and was at a dead end.

What are the best social media platforms for your business?

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You still have to do the hard work to turn those folks into buying customers. You might answer questions for an entirely new audience each time you visit the site. This is one of the reasons that Instagram is used at work more than any other platform (85% of its users do so!). Pinterest is the only platform in the box of “low work, high reach.” Any questions?

33 Inspiring B2B digital marketing case studies

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Its presence on each network is tailored to that platform, so for example on LinkedIn it promotes job vacancies and publishes articles about the work culture within the business, while on Instagram it encourages followers to post photos of its ships using the hashtag #Maersk. Did these case studies convince you digital marketing works for your B2B business? million. million. million.

Case study: Social media engagement as a point of differentiation

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Watch one of the many Goulet Q&A videos (92 at last count), weekly episodes that run close to an hour long each, in which Brian painstakingly answers questions people submit via email, Facebook and Twitter. Not really a question, but I just wanted to thank you for all the hard work you guys put into the site, videos…” ( SOURCE – Reddit). Engagement as differentiation.

How do you build a content strategy when a market is already littered with “experts?”

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I saw this question posted at a recent marketing conference and I think it will resonate with many readers. A big question. And I like big questions. Content type: Successful brands usually have a blend of content types that answer questions, tell stories, and bring color to the brand. The last piece of this big question is about ROI. Define the message. Webinars?

Build 89

The first step in social media marketing is not social media

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I wanted to bring this up today because I face questions like this all the time. Related Stories Beyond Content Shock: The defining trend of 2015 is content ignition 10 soul-grabbing brands that prove you don’t need SEO to succeed The state of the nation on SEO, content strategy and earned media When social media marketing doesn’t work Igniting Content: A Tale of Two Ads.

Mobile devices are detroying human conversation. Get over it.

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I know it sounds weird but people who DON’T use mobile devices a lot may be lost in the work world of the next few years. There is no question that within a few years, we will be spending most of our day — in business and at home — with a headset wrapped around our cranium. Nearly every day, there are new warnings about exposing kids to too much “screen time.”

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If you stopped publishing your social content, would anybody notice?

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Mega sites Buffer and SumAll seem to be more in alignment with less is more as well: If I were just going off of the above stats, we are: Under pinning on Pinterest Over tweeting on Twitter Under posting on G+ Good with Facebook Under posting on Instagram Good with LinkedIn Behind on blogging Which leads me to my next question: Does my small business really need to be everywhere? The same?