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) […].
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. This is essential and in practice it involves several people and requires you to work together from the very start. staged approach matters When I started working with BT on this project, several criteria played a role.
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Changing working models : consumerization, BYOD, agile working, etc. 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. Last week I stumbled upon a blog post by Gerardo A. Business is business.
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
Content plays a role in the work of all these people as far as it improves what they do – and thus how the goal is achieved. A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. added a list of some below (impossible to be exhaustive). like that: it forces us to ask the right questions. And the same goes for social media (marketing).
Content Marketing Playbook: Strategy and Roadmap
back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
We get swamped by often useless and boring visual ‘creations ’ that work because we live in a ‘snack culture’ and are told visual content works. Of course, visual works. But who do you want it to work for? 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. Hurray. It gets worse.
Social CRM and Return on Marketing: Customer Life Cycle Value
JULY 22, 2011
Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. Nevertheless, to be able to work in a data-driven and customer-centric manner, it is an important exercise. No marketing activity is an island. Integrated. People-centric. Why now?
The Future of Social Media: Identifying the Drivers
APRIL 28, 2012
If it fulfils a need and is user-friendly, fun or plain useful, it works. Recently, I was asked to write a chapter in a book on digital marketing and business about what’s coming next in social: the future of social media, both from a business and consumer perspective. The collective, which includes you, is stronger than the single ego. Today, these drivers start being recognized.
The First Two P’s of Broken Marketing
MAY 6, 2012
It means standing up against bad decisions from a customer viewpoint and continuously demonstrating that it’s the only thing that actually works. Despite the variety of topics, tactics and speakers, our Fusion Marketing Experience conference last Thursday and Friday clearly revolved around one theme: marketing is broken. We are disconnected from our customers and other departments.
Staffing and Launching Your Content Marketing Program
success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. We are still working. telling you that certain things work—we want to tell you. actual work.”
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
It is probably not a world shocking finding and should definitely be further worked out (there is for example also an important dimension of “timing” and even “coincidence” and “design”) but it becomes time that we look further than the content itself and evaluate the context much more, something that is not done often enough today. 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. We seldom talk about what it is.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
Customer-centric marketers know the only approach that works is an integrated one that of course is about a dynamic customer journey. Obviously, every ingredient and channel matters but they have to work in concert and across the silos that still exist in so many businesses. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. Integration as well.
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
However, as Bryan Eisenberg pointed out a while back when tackling the ‘ we-work-in-silos-but-pretend-to-cooperate mentality ‘ , it’s time to talk about marketing optimization in general and have a broader approach. Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. That’s optimization.
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
Thinking and working in silos is often the major obstacle. Practice has shown me that, while many companies like to boast about it, there are very few who are ready and really work in a customer-oriented way, especially when it boils down to internal organization. Or even simpler: do you really work customer focused across all business processes? Succeeding. How far are you?
Content Marketing 2016: Staffing, Measurement, and Effectiveness
49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work? blend of data to get the full picture of what’s working. Copyright © 2015 Contently. little.
Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
The so-called ‘empowered’ customer is what makes marketing work. 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 has always been. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. Content is not an afterthought. They are merely basics.
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
HubSpot pointed out some important evolutions and convinced many marketers to think differently by using the term inbound marketing (it also helped business of course), Joe Pulizzi’s content marketing has improved the way many marketers nowadays work with content, etc. Everything evolves and so does marketing. Today, things evolve faster. The term context marketing is not new. Great.
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
Let me give you an example: if I work for you as a consultant you’re just one of my customers. They must feel comfortable and gratified in their life, work and experiences. Some of them can even be hybrid such as the employee in the new ways of working and the customer in a peer-to-peer relationship. And why do they have to work with it? An open letter to the CxO.
Recruitment and Social: the Shift in Control Employers Forget
JUNE 3, 2012
The poll found 47.8% of younger workers (aged 16 – 24) claim “t hey would not work for companies who impose such measures (strict policies against the use of social networking tools).” Your future employees are connected and demanding consumers as well. And it impacts recruitment. Your business has many customers, everyone in its ecosystem and beyond. Just watch.
5 New B2B Sales and Marketing Strategies
your best people are working blind.”. goals and it takes hard work. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right? Well, the model has shifted with the customer now in control and. disconnect.
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
In other words: they need to be sure that every element of your social media strategy and plan, regardless of organization and division, works well. Of course, it’s not the only division in most cases. All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects. Many businesses underestimate that. Are you training and supporting them?
IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers
JUNE 3, 2012
It’s a good time to work hard and improve what we do in 2012 and beyond. Alain Heureux, IAB Europe According to the IAB Europe AdEx Benchmark Europe 2012, the online advertising market in Europe rose to a total market value of €20.9bn in 2011, a year-over-year growth by 14.5%. This means that 1 in 5 advertising Euros in Europe is now spent online. Ask any serious agency.
Marketers Need Return On Marketing Investment Now
MARCH 30, 2012
If you can’t demonstrate what works and what you intend to achieve, using the right numbers regarding ROI, you have a problem – or will have one soon. If you can show what works you are – almost by definition – working in a customer-centric way. He told me the main issue that surfaces in his daily contacts with marketers is ROMI (Return On Marketing Investment), a.k.a.
Content in Context: How Sharing Equals Creating Content
SEPTEMBER 23, 2012
As I was drowning in work the last few months – which I didn’t know when agreeing to do a keynote – I made my presentation somewhere between 10PM and 1AM. Last Thursday I spoke at the Customer Media Conference in Haarlem, The Netherlands. The topic: content in context. But in a way that’s how I like it: real-time or better, right-time. And time does get a scarce good. It’s not content.
Definitive Guide to Planning a New Content Initiative
At Divvy, we work closely with many of our. that work just for her. find the beauty tips, tricks and products that work just for her. working very well for them.” “If your content marketing is for everybody, it’s for nobody.” While it might take some hard work and convincing to narrow. Does she even have the skillset to handle the design work on this piece?
On Twitter and real life: some love and some tips #socialsong
DECEMBER 23, 2012
Some of us are taking a deserved break, others continue working because they have to or don’t celebrate Christmas and some do something else. I’m working on a few trainings for a company to get their employees involved in a social business program. You can read ‘ How Twitter Works Today…And How I’m Using It Now ’ by Amber here. And Twitters works differently for everyone.
Social Business: the Essence of Collaboration and Purpose
JUNE 20, 2012
What new business models, such as crowdfunding, work and how? Get the purposes right on all levels: the need to understand Organizations are managed by people with different purposes in life and work. Getting people to work together and managers to look beyond direct gains is already hard enough. However, the words don’t matter. What drives collaboration? There is hope.
From Conversation Company to Optimization Organization
APRIL 28, 2012
customer-centric and even people-centric approach is about continuous improvement as Bryan Eisenberg calls it, referring to the concept of ‘ Kaizen ’ and being the core of his work regarding marketing optimization. A friend and fellow country-man, Steven Van Belleghem from InSites Consulting , wrote two books, ‘ The Conversation Manager ’ and, more recently ‘ The Conversation Company ’.
Second Screen Engagement: the Social Dimension of the TV Experience
MAY 28, 2011
When it was broadcasted I was working, and I saw this stream of tweets and Facebook posts with people virtually talking about it. This week I moderated IAB Belgium’s annual Think Digital congress. knew a few of the speakers, but it’s always interesting to rediscover what they say and many presentations were absolutely worthwhile. That’s the little plug, thank you very much. Now to the point.
Content Methodology: A Best Practices Report
This virtuous circle is only possible when the company works to build a culture of. work,” Becker said. “We needed to prove that content can improve marketing’s. culture of content doesn’t emerge overnight, but working to build one across these. Content Methodology: A Best Practices Report A content methodology works in much the same way as a flywheel. Content. In the.
The Perception of Social Media Marketing: it’s a Free Lunch
MAY 27, 2011
Generate turnover by working efficiently and informed in a multi-channel reality. Until they determine that social media marketing is probably ‘cool’ but doesn’t provide any profit and then decide that “social media” doesn’t work. Note that the study also contains some numbers about the various social media channels, objectives and working methods used by Belgian companies. Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals. What is the problem? Conversion?
How to Unsuck at Personalization in Marketing
JULY 18, 2012
Work across or beyond the corporate and data silos. Work hard to integrate and get up close and personal across touchpoints. I bet it will improve the only rate that matters in the end: conversion. Good news for email marketers: according to research from the Direct Marketing Association (DMA), the typical email engagement rates are going up. US open rates of house lists rose 2.6%
The Digital Business Impact of Multifunction Device Consumer Adoption
FEBRUARY 12, 2013
They also impact the ways we work and how social is increasingly spreading across the enterprise in general. However, it has also important consequences for the way we work, collaborate and communicate, with an important role for social CRM and social business. Nearly one-third of respondents use their smartphone for work-based social networking and social collaboration (tools).
Building Your Internal Social Media Expert Team
JANUARY 28, 2012
An important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Tips and considerations. Let’s agree on terminology first. [.]. Blog Connected marketing Management Social media marketing Christopher Barger personal branding social media strategy social media team The Social Media Strategist
Study: How Much of Your Content Marketing Is Effective?
What’s working—and what’s not—for over. working remotely. to explore what works for their particular audiences. necessarily work with content. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE?
Touchpoint and Customer Experience Mapping Made Easy
DECEMBER 10, 2012
just want you to work in a more customer-centric and efficient way. Don’t see it as a replacement of working with buyer personas though. Example of retention stage touchpoints “This is the age of the customer”. You need to see the world through your customers’ eyes”. Two simple sentences from a video of Touchpoint Dashboard. But it’s not because I didn’t want to.