Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing. For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful. by Anton Scherbik.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. Buyer Persona Research. by icon 54.

Trending Sources

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

A recognition of the growing importance of digital content marketing to overall marketing strategies today. As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization. by Gregor Črešnar.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. The amount of content exploding online is staggering. Creating a cycle, we can call The Content illusion.

ScribbleLive Spark: Automate Content Research with Watchlists

ScribbleLive

This week we dive inside ScribbleLive Insights and discuss how to use influencer research to fuel your content ideation. In ScribbleLive Insights, our content ideation and research engine, there is a section called ‘watchlists.’

New Research: B2B Content is a Dead End

Digital B2B Marketing

According to research from the Content Marketing Institute , B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering?

The 17 Best Keyword Research Tools for SEO and SEM

Webbiquity

A query like “best time of year to plant a maple tree” is informational, while “best place to buy a maple tree” is transactional. That’s where keyword research comes in. Here are 17 of the best keyword research tools according to expert reviewers.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

The fundamentals of long-form expository content have remained the same for decades, and they’re not likely to change anytime soon. Here are a few key UX ideas that you can apply to your interactive content creation process. Content-Focused Design.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

6 types of content your readers hate

Biznology

When creating content for your blog, social media profiles, email subscribers, and other purposes, you don’t want to irritate your readers. Unfortunately, some types of content can send readers running in the other direction, especially if you haven’t yet earned their loyalty.

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. Illustration by Gregor Cresnar.

Digital transformation failure recipes: the content and process integration deficit

i-Scoop

Actionable data, information and knowledge are at the very center of the value ecosystem most enterprises claim to seek with digital transformation.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? 

New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation Blog

Getting the right content to the right people continues to be a challenge in B2B marketing. I wanted to talk with Mat and bring this vital information to B2B marketers. What motivated you or inspired you to do this research? What surprised you most as you analyzed the data from this research, and why? Which, as a marketer, is not enough information for us to know if they are still in our persona or not.

Influencers: the key to content marketing

Biznology

Mike invited me because of all the experience in B2B digital marketing I have accumulated at IBM , much of which we distilled into our book Outside-In Marketing: Using Big Data to Guide Your Content Marketi ng. The audience tends to tune that stuff out like advertising content.

The 14 Best Content Planning and Research Tools

Webbiquity

With 93% of B2B marketers now using content marketing to build brand awareness and generate leads, success going forward will require producing higher-quality content —not just more of it. There are also a number of tools that can be helpful with both content ideation and research.

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

KoMarketing Associates

Now comes the part where I’ll draw a parallel between Cinco de Mayo and content marketing…. Content Marketing Institute defines content marketing as “non-interruption” marketing. What better way to deliver valuable information to buyers than to walk a mile in their shoes?

7 Things You Should Know Before Researching Content Marketing Solutions

Contently

Sadly, this is how many first-time marketers approach content marketing solutions during their initial selection process. This seems like a no-brainer, but you’d be shocked by how many organizations don’t actually know why they want to create content.

Why don’t more marketers use keyword research?

Biznology

The main point of the talk was about building brands using the methods Mike and I promote in our book: Outside-In Marketing: Using Big Data to Guide Your Content Marketing. When they inevitably find your content, condition the conversation towards your brand.

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. That is the role of “gatekeepers” specifically for content. by Creative Stall.

6 Broader Business Questions to Inform Your SEO Strategy

KoMarketing Associates

Depending on how your company is structured, these could be questions for brand, email, product, customer service, or executive teams: Have we completed market research at any point over the last year? For example, reviewing Product Briefs became a useful part of our keyword research process.

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

B2B companies may have to come to grips with the fact they are living in their own digital information bubble. Inside the bubble, intelligence is gathered to support predefined expectations around CX, account-based marketing, buyer’s journey, content marketing , content conversion rates, etc.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. Thus, inundating customers with non-relevant content.

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

Content Standard

Three years since your brand took a leap on this crazy thing called a “content strategy” and started eliciting blog, videos, user-generated content, and other material to cobble together into what would eventually grow into your brand’s platform.

4 Mistakes Marketers Make With Audience Research

Digital B2B Marketing

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. Research Strategy benchmarks Stats survey

New Research on How B2B Marketers Get More Leads

Act-On

Because lead generation is so important, there’s quite a bit of research that’s been done about it. As a result, there’s quite a lot of information available about what works and what doesn’t. This post will walk you through the highlights of that research.

B2B Buyers Need Insights, Not Just Information

KEO Marketing

In an effort to demonstrate thought leadership, B2B marketers produce a substantial volume of educational content. They’ve got loads of information on which to draw. That’s why you need to go beyond just providing information and start delivering insights. Content Marketing

The B2B Content Marketing Buyer Disconnect [Research]

Marketing Insider Group

The biggest mistake in content marketing is making the content all about you. In fact, I’m not even sure promotional content qualifies as content marketing. But according to a recent study of 500 global marketers from the Economist Group , B2B content marketing programs are doing just that: making every effort to push and promote product pitches in their content efforts. 63% said they use online search as a primary tool to find content.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. With information readily available, buying behaviors have become more self-directed, as well as, more goal-directed.

12 Questions to Ask When Performing SEO Keyword Research

KoMarketing Associates

The other day members of our team had an informal discussion on how we choose keywords for our clients’ web pages. The development of good keyword research also incorporates marketing prowess, data analysis, and experience working with SEO over time.

Promoting World-Class Research

Fathom

Leveraging Research for Content Marketing. Promoting world-class research for content marketing purposes has the rare ability to attract both demographics with the same content. Promoting great research is appealing to both students and teachers.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Resulting in a 3D view of buyers, which can help inform strategies related to each. Buyer Research Intent Requires Change.

7 key roles in digital marketing

Biznology

“What kind of team do you need to create outside-in marketing content?” I run an internal center of excellence that helps IBM marketing teams create more outside-in marketing content. Content strategist. As we say in our book, “the web is made of content.”

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. This document provides instructions on what Google expects search quality evaluators to look for in regards to third-party web content.

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The Research Methods of Social Buyerology

Tony Zambito

  This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer.    A social research strategy for understanding buyers can be described as well as housed under the term Social Buyerography. 

14 Tools & Resources for Conducting Market Research

Hubspot

To read more content like this, subscribe to Agency Post. In fact, research shows Americans buy the same 150 items, which accounts for 85% of household needs. Information, not instinct, is powerful when it comes to predicting consumer preferences. 14 Market Research Resources.

How to Market to Chief Information Officers (CIOs)

B2B Marketing Traction

I read with interest a Wall Street Journal blog post by Rachael King that references the research of Joe Peppard, a professor at the European School of Management and Technology. Peppard’s research found that 70% of CIOs are a particular Myers-Briggs type, ISTJ.

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State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

72% of the respondent stated they were using buyer personas for content marketing and messaging while 45% stated they were using for assessing market challenges and problems, as well as, address overall marketing strategy – an increase from 28% the previous year. by Scott Lewis.

Are Your Buyer Personas Data Overkill?

Tony Zambito

Information Overload by Jenny Chisnell. And, more importantly, truly informs on customer strategies. As a means to help inform overall customer strategy. Applying this quantifying approach to content development spun the numbers even higher.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Readiness can consist of: Unmet Needs and Goals : For organizations today, the imperative is to be aware and informed about unmet customer needs and goal-fulfillment aspiration. In my previous article , I mentioned how the contact information management world was undergoing radical shifts.