• PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Content, Landing Page] Using Buyer Intent to Drive Your Marketing Efforts
    During initial research stages, analytics platforms can gather data on search behavior, content engagement, and social media behavior to provide buyer intent insights. As B2B marketers, you need to ask yourself: “Why is Company A visiting these web pages?” → “How did they get to those websites?” → “What are they learning from those websites?”. With this actionable intent data, brands can personalize marketing future marketing efforts to increase relevance and value overall.
  • PUREB2B  |  THURSDAY, APRIL 20, 2017
    [Content, Landing Page] What Marketing Communications Should You Personalize?
    We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. There are a number of ways to personalize the content on your website. These examples and many other personalized elements on websites occur through the use of dynamic content , which in simple terms is “HTML content on your website, forms, landing pages, or emails that change based on the viewer.”. Every customer is different.
    [Content, Landing Page] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    Table of Contents. You go into “rooms” (aka web pages) where you can watch speakers present their knowledge in the form of a recorded video. It’s a simple concept: Get the content you would receive at a conference on your own time, when it’s convenient for you. Virtual conferences: on-demand quality content and insights about the industry. All assets that were created (landing pages, emails sent, social posts, videos, etc.) A page you want us to link to.
    [Content, Landing Page] 5 Ways B2B Tech Brands Can Focus on Quality and Drive Better Content Performance
    A B2B tech company’s content manager is pulling data to build a quarterly report on the health of the company’s content marketing program, which includes a branded media site. Overall weekly social traffic is strong, but it isn’t trending upward the way it was a year ago, and while the content referral program has a conversion rate that is outperforming the baseline, the manager knows it could be accomplishing much more. Its content reflects this.
    [Content, Landing Page] 3 Steps to Increasing Email Deliverability Performance
    Data from a recent survey by The Relevancy Group also found that of the 300 US marketing executives surveyed, 91% recorded email marketing as the most effective channel for delivering revenue results. The quickest way to build an unsubscribe list is by sending email content to disinterested readers. Optimize for content and deliverability with device, timing and user experience in mind. Pre-header is engaging and relevant to subject line.
  • KAPOST  |  MONDAY, APRIL 10, 2017
    [Content, Landing Page] Spring Clean Your Content: The Basics of a Quick & Dirty Content Audit
    The spring season can inspire the desire to declutter and streamline, which makes it a great time for B2B organizations to spring clean content with a quick and dirty content audit. Broken links, under-performing assets, changes in customer preferences, and content gaps happen even to the best of marketing teams. Instead of putting a content audit off for another season as clients drift to another website, think of the process as a reverse gold digging expedition.
    [Content, Landing Page] The Nine Best Reputation Management, RSS, and Social Search Tools
    But this proliferation of (often unfiltered and unvetted) content presents significant risks for brands as well. Create a curated stream of news and posts from any number of RSS feeds, including publications; blogs; YouTube channels; topics, competitors and brand mentions (through Google Alerts); and internal business content. Organize content into collections, search within your feeds, and share selected posts to major social networks.
  • HUBSPOT  |  FRIDAY, APRIL 7, 2017
    [Content, Landing Page] The Facebook Ad Types: How to Choose the Best Ad Type for Your Goals
    But it's meant to be used for remarkable content that drives brand awareness by enticing Facebook users who are scrolling on their news feed. Instead, focus on creating remarkable content that makes users who view it want to know more about your brand. While a user might see the add and decide to sign up for Spotify immediately, Spotify used the brand awareness approach to create compelling content to draw the user's attention. Page Likes.
    [Content, Landing Page] The Future of Visual Content Explained: The Anatomy of an Interactive Infographic
    Data shows that infographics are 30x more likely to be read than text and that they are one of the most shared forms of content on the web. Infographic creation also showed the biggest increase in B2B content in 2016. Only 41% percent of people read the text of a page with substantially more text than visuals, whereas 87% of people who see infographics will read the accompanying text. Interactive content increases time on site and page views by as much as 500%. .
    [Content, Landing Page] How to Make Highly Visual Content: The Anatomy of an Interactive Infographic
    Data shows that infographics are 30x more likely to be read than text and that they are one of the most shared forms of content on the web. Infographic creation also showed the biggest increase in B2B content in 2016. Only 41% percent of people read the text of a page with substantially more text than visuals, whereas 87% of people who see infographics will read the accompanying text. Interactive content increases time on site and page views by as much as 500%. .
    [Content, Landing Page] The Beginner's Guide to Conversion Rate Optimization (CRO)
    We’ll explain how you can drive more results from your existing traffic so your content can work smarter, and not harder, for you. These conversions occur all over the website -- on the homepage, pricing page, blog, and landing pages -- and all of these can be optimized for a higher number of conversions. 3) Run tests on your landing pages. Landing pages are an important part of the modern marketer's toolkit.
    [Content, Landing Page] The Eight Best Social CRM Tools
    A social sales and marketing CRM tool that “automatically updates itself with relevant prospect and customer information from dozens of data sources,” tracks customer engagement activities across sales and support teams, and integrates with popular social networks and social media management apps. SalesIntelligent is) great for finding email addresses of editors, content managers, etc. 4: The 14 Best Content Planning and Research Tools. #5:
  • PUREB2B  |  SUNDAY, APRIL 2, 2017
    [Content, Landing Page] 5 Ways to Build a Highly-Engaged Email List
    An email list with relevant, high-quality contacts is a company’s best asset. While there are many online and offline techniques to build an email list , it’s a marketer’s job to ensure that your list remains relevant and up-to-date to reduce database decay. Techniques and trends in online marketing constantly evolve, so it all boils down to a relevant contact list that you have total control over. Tips to Build a Relevant Email List. Create Valuable Content.
    [Content, Landing Page] The 23 Best Free Google Chrome Extensions for Digital Marketers
    That said, however, it’s amazing how much can be done without spending any money—or even leaving whatever web page is currently open in your browser. Search social content, share directly from any page, highlight any text and automatically compose a message to share, search location relevant social shares, and share images and video. You can analyze the page and inspect a palette of its colors. 4: The 14 Best Content Planning and Research Tools. #5:
  • HUBSPOT  |  TUESDAY, MARCH 28, 2017
    [Content, Landing Page] How to Create Facebook Lead Ads: A Beginner's Guide
    Instead of sending users to a landing page where they fill out a lead form on your website, Facebook lead ads allow potential customers to access your offers without ever leaving the Facebook app. You'll need a few things beforehand: Admin access to your Facebook Business Page. Your privacy policy page URL. Next, open up the power editor or ads manager tool for your business page. First, customize the headline, text, and CTA for the display page of the ad.
  • ACT-ON  |  MONDAY, MARCH 27, 2017
    [Content, Landing Page] What Can You Do with Marketing Automation: Surprise! Its more than you think.
    Brand Marketing tasks and responsibilities can include public, press, analyst, shareholder, and influencer relations; corporate communications; social media; advertising; events and sponsorships; and content marketing. Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with. Schedule social promotions of your pages, content, and forms.
    [Content, Landing Page] The 17 Best Social Media Management Tools
    Enter your content into a queue and SocialFlow uses real-time data, along with your business rules, to determine what and when to publish through your social media accounts. Add content manually, in bulk, or through an RSS feed to Edgar. The tool automatically reshares older posts, keeping your content and accounts active. Edgar though takes scheduling a step forward by enabling the system to choose what content to share (with your help).”
    [Content, Landing Page] The 15 Best Content Distribution and Amplification Tools
    Creating awesome content won’t do your business any good if no one sees it. So how much time should you spend on content promotion versus content production? ” What is clear however is that with two million blog posts written every day, you need more than great content to stand out. These 15 tools can help you distribute your content more broadly, share it socially, repurpose it for different audiences, and amplify it using paid channels.
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [Content, Landing Page] How to Nurture Leads with Email Marketing
    Luckily for businesses, this interconnectedness allows them to deliver content in different ways: social media, blogging, video, audio, and a host of other interactive platforms. Email content is six times more likely to be clicked than tweeted content. Whether it’s about automation, mobile, personalization, engagement, or ROI, they are echoing the same point—email is still highly relevant in the modern age. Offer Well-Tailored Content. Offer Something Relevant.
    [Content, Landing Page] How to Incorporate Webinar Promotion into Your Multi-channel Marketing Mix
    In fact, according to recent research by the Content Marketing Institute , 58% of content marketers said they use webinars as one of their key marketing tactics. Other, more frequently used content marketing tactics include social media, email newsletters, blog posts, ebooks, whitepapers and infographics. Let’s take a look at a few common ways to announce your webinar to a new audience and direct them to your webinar registration landing page: Buy email lists.
    [Content, Landing Page] How to Properly Diagnose a Failed Email Campaign
    If you have a customer list that you’ve grown over time, filled with active subscribers, and ones relevant to your target market, excellent! Build your list organically, with appealing opt-in forms, product giveaways that require sign-ups, landing pages that promote fun newsletters with signing up—there are lots of approaches. Your content strategy has to target your lists to their bull’s-eye, and to do that, you must segment. Low-Protein Content.
    [Content, Landing Page] How to Create the Three Parts for Any Sales Funnel
    The tools available for creating a sales funnel are almost unlimited, with a wide range of apps available for creating content , running campaigns and ads , and designing landing pages. Some funnels use a content blog to market to and nurture an audience. Others use ads with effective landing pages that generate leads and jumpstart sales. The Landing Page. That call to action needs to be supported by a compelling landing page.
    [Content, Landing Page] Let’s Celebrate the 2017 Markie Awards Finalists!
    They created visibility into which accounts have the greatest propensity to buy and have implemented Account-Based Marketing (ABM) to target the right individuals and accounts to deliver personally relevant and well-timed messaging. These submissions show that achieving extraordinary response rates isn't luck – it's the result of great targeting, content, personalization and timing.
    [Content, Landing Page] 105 ways to build your email list | Tips, tactics, and best practices
    Offer subscription options addressing content and intervals. Design a separate landing page specifically for signups. Treat your blog home page like an email capture form. Test-drive CTA locations including your 404 page, sidebars, headers, footers, pop-up boxes, slide-ins that appear halfway down a page, or “sticky” forms that move down with scrolling. Post limited content on your site; offer upgrades upon subscription.
  • HUBSPOT  |  TUESDAY, MARCH 14, 2017
    [Content, Landing Page] How to Use Wistia: A Step-by-Step Guide
    And if you haven't experimented with this powerful medium yet, you're missing out -- 66% of B2B marketers are already creating video content to support both their marketing department goals and larger business initiatives. Businesses that have fully adopted video are constantly coming up with new ways to make meaningful connections with their audiences through video content. Why Video Content. Use an image with overlaid text to better communicate the content within the video.
  • BIZNOLOGY  |  MONDAY, MARCH 13, 2017
    [Content, Landing Page] How to use Instagram marketing to get new leads for your business
    The world has become increasingly busy leading to an explosion in demand for content that can be consumed quickly and efficiently. Lengthy blog posts, eBooks, and whitepapers have become less effective with focus shifting towards visual content such as images and videos. These content formats have become the status-quo in how people consume information and how they decide what brand or agency is worth their time. Use relevant hashtags.
    [Content, Landing Page] How to Get the Most Out of Visitor Tracking
    Having relevant conversations will bolster the relationship. Create/Integrate Downloadable Content. Create content that “teaches” people something. Think about helping/teaching, and not selling, when you put together your content. Use Lead Liaison’s Trackable Content feature to identify most popular content pieces. Think about a video explainer, testimonial, or other forms of educational content that can be used on your site.
  • HUBSPOT  |  MONDAY, MARCH 6, 2017
    [Content, Landing Page] YouTube Ads for Beginners: How to Launch & Optimize a YouTube Video Advertising Campaign
    While great content is bound to be found, it's also important to be proactive about gaining the attention of and educating prospects and those unfamiliar with your brand. Running a series of YouTube ads is one way to make sure more of your target audience finds the video content you've produced. If the content of a video ad is closely related to a search the viewer has been researching, they might be more likely to watch the entire ad or click through the ad to the website.
    [Content, Landing Page] An introduction to ecommerce APIs for non-developers
    To support my article, I’m going to screen 3 examples of reliable ecommerce APIs: Contentful, Shippo, and LaunchDarkly. Example #1: Contentful. Contentful is a revamped CMS. To offer seamless content delivery for today’s multi-device and multi-screened world, they’ve enclosed the CMS functionality in the API and exposed a web interface for editors. Let’s go through our checklist to better understand what it takes to integrate with Contentful.
    [Content, Landing Page] Interactive Storytelling: How to Make Your Content Strategy Soar in 2017 (with Examples and Stats)
    One of the keys to content marketing success is differentiation. For a long time, “content marketing” was seen as a daily 500 word blog post. If you want to stand out, you can’t rely on a publish-and-pray content strategy. And, it will give wings to your content strategy. . As you land on the website, you are hit with the sight of pouring rain while the page finishes loading, setting the mood for what’s to come. Landing pages. .
    [Content, Landing Page] Prospect Conversion: Designing the Journey
    Recently, we did a webinar for B2B Marketing and Sales that focused on using content to impact your sales. (If It’s called Leveraging Content to Drive Sales ). One question we got towards the end was: “What are the best action items you should try to incite from your content?” Our host, Michael Krieger, did a great job in setting up the role of content and what you should consider when promoting your resources. By Annika Mitic, Sr Content Manager.
    [Content, Landing Page] Top Webinars You Should Watch For Marketing Success in 2017
    So, how can marketers overcome these challenges and target their ideal audience with personalized, relevant ads? For example, if you are looking to get higher conversion rates and more time spent on your landing page, the Desktop News Feed is the way to go. It’s also important that your copy is compelling and relevant to the audience – focus on their needs, desires and pain points (avoid self-promotion!).
    [Content, Landing Page] How to Create Evergreen Content with Lasting Engagement
    Author: Anna Talerico Evergreen content is important for SEO, but does it really engage your audience? There’s a simple solution for keeping evergreen content engaging while retaining your rank: make sure your content experience evolves, even if the content itself remains evergreen. What Is Evergreen Content? Simply put, evergreen means that the content will always be relevant to readers of a particular blog or website.
  • ACT-ON  |  FRIDAY, FEBRUARY 17, 2017
    [Content, Landing Page] Seven Best Practices for Building and Growing a Subscriber List
    After all, you not only want a lot of email addresses, you want a lot of email addresses that are relevant to your business and your goals. So after they subscribed, ask for some more preferences on the thank you page. Then go out and spend money on stuff like SEO and landing pages and offers. Know your audience and tailor content to their interests. “To Building subscriber lists is an essential part of email marketing, but it can be a daunting undertaking.
    [Content, Landing Page] Lead Nurturing’s Biggest Challenges
    At this stage, the barriers to consumption are quite low, so emails are generally well received especially if the content you send successfully resonates with your target audience. New prospects will appreciate any valuable, engaging content, which helps to increase awareness and trust in your brand. Once new prospects move to the middle of the sales funnel, the content you share will require more of their commitment, so it’s better to taper your offers to avoid overwhelming them.
    [Content, Landing Page] The Good, the Bad, and the Ugly of Seasonal SEO
    By writing new content or optimizing relevant pages to correlate with their searches, you can improve how your site ranks in your customers’ SERP results. With evergreen content being easier to manage and seemingly more valuable, most organizations opt-out of catering to trends, as they aren’t selling directly to consumers. Outdated pages and content can take away traffic and potential conversions from more important items on your site.
    [Content, Landing Page] 4 Value Selling Tools to Move Leads Down the Funnel
    With the right solutions, you can integrate value selling tools on each channel of your multi-channel marketing environment–on landing pages and forms, in marketing programs, and throughout marketing activities. By its very nature, an assessment tool captures more detailed information than a typical content download, allowing you to further segment your leads and nurture them with highly relevant and personalized content.
  • KAPOST  |  FRIDAY, FEBRUARY 10, 2017
    [Content, Landing Page] How to Write Marketing Content More Efficiently
    How content is consumed constantly changes, which means B2B companies must constantly adapt and find ways to write marketing content more efficiently. Getting too rooted into one style of content development creates a feeling of being out of touch with customer needs and the market itself. At the same time, a simple, consistent format for content development can really help with productivity. Explore Innovative Ways to Make Content Development Simpler and Easier.
    [Content, Landing Page] Return on Marketing Investment: A Professional Services Primer
    But firms are increasingly turning to online tools — usually as part of a content marketing strategy — for several reasons: They are fast. Downloadable educational content. Downloadable educational content — When people download your most valuable educational content, especially when it’s behind a registration form, they are usually very engaged. Educational content serves a larger purpose, too. Blogging — Blogs are a key component of content marketing.
    [Content, Landing Page] The Most Common Healthcare Paid Search Mistakes
    In some areas–such as content or social media–this is unhealthy, but it won’t kill your healthcare marketing. Solve this by reviewing your search queries and ensuring that: Messaging and landing pages are relevant. Audience queries are relevant to what you are promoting. Ad extensions are a simple way to increase your real estate on Search Engine Results Pages, catch the attention of your audience, and help you stand out against competitors.
    [Content, Landing Page] The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage
    This could be a “contact us” form or a form to download gated content, such as an ebook. Gated education content asset campaign. Campaigns centered around an educational content asset, like an ebook or whitepaper or webinar, attract audiences because of their informational relevance. Ungated education content asset campaign. On the other hand, B2B marketers can also promote ungated educational content assets, like blog posts.
    [Content, Landing Page] How to Run LinkedIn Ad Campaigns: A Beginner's Guide
    You have enough on your plate -- do you really need to be figuring out yet another way to create targeted content? As you'll see, there are two types of campaigns that you can create: Sponsored Content, which is used to "attract new followers to your company or showcase page" and "drives engagement with company-specific content.". That said, Sponsored Content is still highly valuable -- to learn more about it, check out this page.
    [Content, Landing Page] How to Write SEO-Friendly Content for Inbound Success
    You’ve been tasked with writing a new page for your company’s website. It could be a blog post, a new product page, or a new landing page. Whatever it is, it needs to be SEO-friendly content for Google and the other search engines. With such statistics, it’s clear that you should strive to optimize your content on every page of your website, from product pages to landing pages to your blog. your page title.
    [Content, Landing Page] How to Start ABM and Create a Custom Scoring for Account Selection
    Historical data was not as relevant for the new outbound initiatives, instead, we used our core differentiators and value propositions as a guide and created a research plan to find targets best aligned to benefit from the Auth0 feature-set and value drivers. The ABM programs would be more relevant and better received for these companies.
    [Content, Landing Page] 4 Ways Demand Generation Marketing Is Like Football
    Many of our campaigns require landing pages either to gate content or create an event sign up page. Just as the quarterback would like to execute a set number of plays when there’s a minute to go and they’re down by 5, the goal in content marketing, naturally, is to minimize the number of touches needed to get someone through the buyer’s journey. And of course, no play would start without a solid snapper–luckily we have Jermaine Reyes, our content manager.
  • ACT-ON  |  TUESDAY, JANUARY 31, 2017
    [Content, Landing Page] 10 Content Creation Mistakes That Make Me Crazy
    What are most content marketers doing for 2017? Creating more content. Here are ten of the most common content marketing mistakes I see: 1. Most of the content being shared hasn’t been read by the people sharing it. Would you do it if you knew the right headline could triple or quadruple how many people read your content? We talk a lot about personas in content marketing, and there’s a reason. It comes down to relevancy.
  • ACT-ON  |  FRIDAY, JANUARY 27, 2017
    [Content, Landing Page] The 7 Characteristics of Great Marketing Content
    Marketing content drives business. In order for content marketing to be successful it must accomplish two things. Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. Secondly, your content must address every stage of your buyer’s journey – from building brand awareness, to driving demand, to expanding customer relationships. Watch for Content Creep.
  • PUREB2B  |  TUESDAY, JANUARY 24, 2017
    [Content, Landing Page] How to Improve Your Email Open Rates
    Who you send the email to (are email recipients part of a relevant audience?). A/B testing isn’t just for landing pages and ads; your subject lines can benefit from this too. When someone receives your email, the first thing that comes to their mind is how relevant the email is to them. Great content marketing has always been about context , so the more specific you can be, the more success you can expect to have. .
    [Content, Landing Page] 30 SEO Best Practices for B2B Organizations in 2017
    Buyers Want Personalized Content. It’s important to think about buyers’ needs throughout the keyword research process, as well as during content creation. This means that your SEO team needs to guide content marketing strategies that focus on content which speaks directly to your buyer’s pain points. Create High-Quality Landing Pages. How do you know if your landing pages are high quality? Match Content with User Intent.
  • ACT-ON  |  MONDAY, JANUARY 23, 2017
    [Content, Landing Page] Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight
    Landing pages : Offering up a single web page that delivers the specific information your visitors are looking for can dramatically increase conversion for visitors to your site. Lead capture forms : Use web forms to serve up gated content or offer email subscriptions, where the prospect provides information (such as a name and email address) in order to download, view, or continue to receive the information they’re interested in.
    [Content, Landing Page] 5 Insane Advantages of an Inbound Website Redesign
    Gone are the days when static brochure websites fit the bill: You know the type, with basic information and a "contact us" page? Where do you primarily host your blog and content offers? Your inbound website funnel should include: A blog and search-engine-optimized pages to attract site visitors at the top of your funnel. Corresponding conversion elements, like landing pages and calls-to-action, to help convert visitors into leads.
    [Content, Landing Page] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    We can also keep track of behavior, such as when a recipient opens an email, clicks links on landing pages, and more. The words “personal” and “automate” rarely go hand-in-hand, but with an engagement platform, we’re able to stay relevant, positioning us to strike at the right time, such as when they become sales-qualified. Author: Cassidy Milder Every growing organization has important thresholds to cross.
  • ACT-ON  |  FRIDAY, JANUARY 13, 2017
    [Content, Landing Page] 8 Ways to Maximize the Value of Online and In-Person Events
    What’s more, according to the Content Marketing Institute, 81% of trade show attendees have buying authority. When you set up landing pages for your event registrations, be sure to have a system in place for tracking the source of each registration. Custom landing pages and tracking codes are ideal for this sort of task. They also give you a chance to engage in personalized communications with each attendee and to extend other content or product offers.
    [Content, Landing Page] Why Financial Services Brands Need Content Marketing Now More than Ever
    Millennials are at a financial turning point, and the financial services industry is sorely lacking an effective content marketing strategy to engage them. Major financial services companies aren’t putting relevant content out there, and what she finds doesn’t seem to meet her needs. At one company’s landing page about inheritances, she’s turned off by the inaccessible language. Enter content marketing. Content Strategy Marketing
    [Content, Landing Page] 7 Ways to Generate Leads on Social Media
    Participants were asked to enter some basic information (name, company, and job title) to access exclusive content. This was a success on both sides—the contest drove many new names and those who participated received entertaining or educational content. Based on the responses, she can create content that addresses the issue. Promote Gated Content. Promoting gated content on social media is one of the easiest ways to generate leads.
    [Content, Landing Page] 4 Actionable Insights from Google Search Console Search Analytics Reports
    According to survey data from Ascend2, relevant content creation, keyword / phrase research and external / internal linking top the list. Of course, content creation and the identification of website opportunities for external link building are often defined by keyword research and effective search analysis. Understanding their success could help to refine content marketing tactics used in related keyword targets, with significantly lower CTR’s or average positions.
    [Content, Landing Page] 4 Actionable Insights from Google Search Console Search Analytics Reports
    According to survey data from Ascend2, relevant content creation, keyword / phrase research and external / internal linking top the list. Of course, content creation and the identification of website opportunities for external link building are often defined by keyword research and effective search analysis. Understanding their success could help to refine content marketing tactics used in related keyword targets, with significantly lower CTR’s or average positions.
    [Content, Landing Page] 10 Trends for B2B Marketing in 2017
    Is content still relevant, and if so, how? Are teams collaborating to create content efficiently that resonates with customers? Visit your site or sales page. Exploring the trends for B2B marketing in 2017 can move your organization closer to craft a strategic blend of digital tools, content, and the ability to leverage key buyer data that gets conversions. If it’s more than 25%, it might be time to offer your content through a customized mobile App.
  • ACT-ON  |  THURSDAY, DECEMBER 22, 2016
    [Content, Landing Page] Industry Leaders Weigh in on Upcoming Marketing Trends for 2017 and Beyond
    Is the digital element driving the customer to a specific video, a game, or a personalized landing page? Although not a “throwback,” blogging will continue its increase in relevance for social media marketers, with businesses seeking out influencers who can get their message in front of large groups of readers. The goal will be to create content that is interesting and readable, while also keeping it visually appealing through the use of graphics and images.
    [Content, Landing Page] The Importance of Google and Mobile-First Indexing
    Google and Mobile-First Indexing: What You Need to Know The majority of Google searchers are using mobile devices today, and until recently, Google’s search engine has prioritized the desktop version of a web page’s content over the mobile version when ranking on Google results pages. This will help evaluate structured data and display snippets from those pages in Google results.
    [Content, Landing Page] How SMBs can get more leads through marketing automation
    Content : if you have a blog and like to send out emails with your most recent content, it could really improve your open and click rate if you send emails based on their preferred content. Say you have a digital marketing blog; some readers might only be interested in your social media posts, while others only care about content marketing. Now, you can send them only the content that they actually want to read. By Lilach Bullock, {grow} Community Member.
    [Content, Landing Page] 10 Types of Videos You Need to Push Your Audience Through the Funnel
    We’ve got what you need to know so you can put a stronger video content strategy into action. To make sure all stages of the funnel are covered by the best and most relevant videos, Jeremy Pryor, CEO of Epipheo, outlined the funnel format of the buyer’s journey that he follows (we know, there are plenty of different variations). Or, create a video as a ‘gate’ for a thought leadership content marketing asset to tease the asset and hype up excitement.
    [Content, Landing Page] 5 Disruptions to Marketing, Part 4: Digital Everything
    A landing page. As a former landing page conversion optimization geek, I fully appreciate how deep each of those different rabbit holes can go. But they were all just web pages , with tremendous commonality in their function and design — on their front-end, they’re all simply HTML, CSS, and Javascript that render in a commoditized web browser. connected TVs with an explosion of OTT content and services.
    [Content, Landing Page] Recapturing Lost Leads: Going After Form Abandoners
    What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? However, “recapture” techniques such as retargeting and email can play a role in B2B – and generate real ROI – if the volume of traffic to a particular landing page, and thus the number of people who abandon that form, merit the investment. Relevance. As a result, the email has more relevance, more immediacy.
  • ACT-ON  |  THURSDAY, DECEMBER 15, 2016
    [Content, Landing Page] 63 Digital Advertising Terms Every Marketer Should Know
    A/B Testing : A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. It describes the area of a web page that’s visible before the website visitor scrolls down the page. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application. Ad Inventory : Website publishers serve ads to visitors when they visit a web page.
    [Content, Landing Page] Are LinkedIn Groups experiencing a crisis?
    It makes you wonder if LinkedIn groups will experience the same fate as Google+ Communities , deserted after members go elsewhere for relevant discussions and cutting-edge content? With the rise of content marketing, many zealous marketers began clogging the discussions stream with self-promotional links to landing pages, white papers, and webinars. Become an active participant by sharing regular, relevant posts with your groups.
    [Content, Landing Page] Taking Integrated Marketing to the Next Level
    Integrated marketing is more efficient, streamlines efforts and provides a clear and cohesive way for teams to align around a central strategy, setting the stage to create clear content that addresses customer pain points and converts. B2B organizations also need to track the details in a content management system to keep a marketing campaign on track across all teams and channels. To get there, teams need to turn planning, strategy, and content creation into a structured process.
    [Content, Landing Page] 3 Ways Interactive Content Converts New Visitors Into New Leads
    But with all the content bombarding our visitors on a daily basis, how can we catch their attention and hold it long enough for a conversion? Producing high-quality, relevant content topics is the first step, but delivering them in a highly effective format is really where you can drive results. Interactive content like assessments, quizzes, interactive infographics , and calculators provides highly engaging user experiences that keep conversion rates high.
    [Content, Landing Page] 7 Ways to Improve Your Site’s SEO Game Today
    Hopefully, you are planning content around keywords, so there’s no question about which keywords are appropriate for a piece of content. All that remains is to use those keywords well—whether they appear in search results, in the content, or behind the scenes. In search results —The title and meta description that represent a landing page in search results is a search snippet. Search snippet for Yoast’s SEO plugin landing page.
    [Content, Landing Page] Lead Liaison and Citrix’ GoToWebinar Join Forces
    It is nutritional content that is relevant, up-to-date, and interactive. Users manage details of the event by incorporating data from Prospects’ information and behavior with its powerful tools, such as landing pages, forms, emails, postcards, gifts, print material, etc. As a part of their growing Resources Library , t hey recently released a content-rich white paper titled How to Run a Webinar.
    [Content, Landing Page] How Your Content Marketing Can Get an Extra Lift From Influencers
    3 Key Benefits of Integrating Influencer Marketing With Your Content Marketing Campaign. No matter where you are in your content marketing campaign, influencers can help take you to the next level. Influencers can keep content relevant. In short, influencers boost your content’s credibility. The trick is finding the perfect influencers for your target audience and your content marketing. Do you have a relevant audience to share with the influencer?
    [Content, Landing Page] Google's AMP: A Marketer's Guide to Accelerated Mobile Pages
    Unsurprisingly, Google has responded to the growth of mobile search by launching The AMP Project , or Accelerated Mobile Pages. In short: AMP was designed so publishers could build web pages that load more quickly on mobile devices. AMP enables content to load near-instantaneously by removing JavaScript from the page. It prioritizes text-based content, then loads additional content after the remainder of the page has rendered.
    [Content, Landing Page] Why Data Is The Real MVP: 7 Examples of Data-Driven Storytelling by Leading Brands
    Data-driven content strategies are a hot marketing industry trend at the moment, but this is a trend that has some legs. You see, data is the real MVP of marketing: It can be used to measure the effectiveness of your campaigns, track the overall health of your brand, and (when used properly) it can help to spark new content ideas. Recommended Content: Leading up to the U.S. Marketing Data Content Marketing Daily Tactical
    [Content, Landing Page] 5 Ways You Can Use Visual Content to Increase Conversion Rates
    The wrong visual content can kill conversions as quickly as the right visual content can increase them. In fact, conversion rates for brands that use custom visual content are seven times higher than those that don’t. And there are so many ways visual content can increase conversion rates. Essentially, all the functions you’d like your content to offer can be done -- often better -- with images. 5 Ways You Can Use Visual Content to Increase Conversion Rates.
    [Content, Landing Page] How Can Schools Incorporate Video into Their Admissions Marketing
    Using video boosts engagement and conversion rates in pretty much every type of marketing content, from landing pages to emails. All your video content should make its way to your YouTube channel, but if you're putting all your video focus solely on YouTube, you're missing out on opportunities. Your content options are endless on social media. Your students are already publishing their own video content about life at your school.
    [Content, Landing Page] The Best of the Best: 2016 Video Marketing Awards
    It takes passion, creativity, resourcefulness, and a whole lot of hard work to make awesome video content, and we believe that marketers producing great video deserve to be recognized. Before engaging marketing creative agency, Traction, to create compelling content for their business customers, Lenovo’s marketing efforts had primarily consisted of bottom-of-funnel tactics. Jonas Construction Software started out 12 months ago with no video content, whatsoever.
    [Content, Landing Page] The Anatomy of a Lead-Generating Website
    Are you creating custom landing pages for every single campaign that you run? The opting in part is important: When people voluntarily hand over their information by filling out a form, they're actively showing interest in your business, your products, or your content. Although landing pages are the most popular places to put lead generation forms , you can embed them anywhere you'd like on your site. 3) Primary and secondary calls-to-action on every page.
    [Content, Landing Page] 3 Core Sales Support Services Your Agency Needs To Offer
    Offering sales support services in addition to more traditional content strategy helps agencies deliver tangible ROI to their clients throughout the sales funnel. To remain relevant, SLAs should be revised at least every 6 months. Once a client's historical information has been successfully uploaded into the CRM, the final step is making this information relevant and accessible to every individual in the sales organization. So what kind of content is Sales creating?
    [Content, Landing Page] Top Marketing Blogs You Should Be Reading
    Content is everywhere these days. For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. After all, how do you make sense of all “noise” with the constant deluge of new content? Why should I read it: If there’s one thing Marketo does really well, it’s content.
    [Content, Landing Page] Top Marketing Blogs You Should Be Reading
    Content is everywhere these days. For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. After all, how do you make sense of all “noise” with the constant deluge of new content? Why should I read it: If there’s one thing Marketo does really well, it’s content.
    [Content, Landing Page] Three Ways to Improve Personalized Marketing
    It’s been quoted 60-percent of marketing entities admit they struggle to personalize content in real-time. Learning to personalize content and offers based on a prospect’s location is important to personalization. DYNAMIC CONTENT Take advantage of personalization with dynamic content. Use dynamic blocks to personalize emails, landing pages, forms and websites. Updating your website with new content isn’t enough to successfully drive web sales anymore.
    [Content, Landing Page] How To Report On Content Marketing [Part 4 of 5]
    Content marketing has established itself as a central feature of most B2B marketing strategies. Even though the majority of marketers believe that their content is working, they struggle to prove it with data. According to the State of Content Marketing Report by CMI, while 88% of B2B organizations utilize content marketing, when asked what their top challenges are, 57% said “measuring content effectiveness” and 52% “measuring the ROI of their content marketing programs.”.
    [Content, Landing Page] The Top Email Marketing ROI Trends to Watch in 2017
    Testing subject lines and content, personalizing messages based on audience demographic, or using behavioral triggers like cart abandonment—all can be automated at scale via email. Millennials report that they frequently share content for marketing emails on social media—44 percent said they were likely to do so, up from 19 percent in 2015, Mapp Digital found. Consumers can learn about the campaign via email, social media channels and a dedicated landing page.
    [Content, Landing Page] 19 Brands with a Cult Following (And What You Can Learn From Them)
    Second, LaCroix is quick to adopt relevant trending hashtags like #Whole30approved (to promote its partnership with Whole30 nutrition) and branded ones like #LiveLaCroix. And while a 41-year run is prone to its share of tough seasons and dry spells, this sketch variety has remained strong and relevant. Branding Best Practice: Incorporate Guest Contributions Into Your Content Strategy. That devotion to the brand shines through every piece of marketing content produced.
    [Content, Landing Page] GEOIP-Based Segmentation for Targeted Marketing
    Marketers reach audiences with relevant messages when targeted segmentation strategies focus on certain demographics. This focuses on past purchases, page visits, downloads and other interactions. This focuses on engagement time frames, page visits, social and email view/open times and other usage interactions. What’s more, GEOIP segmentation is applicable to email campaigns and dynamic content on landing pages or input forms.
    [Content, Landing Page] The Right SEM Strategy for Schools
    You can use both these strategies to direct traffic to your school's website, blog, or other digital assets you have, e.g. a landing page/microsite promoting a new school program. SEO is about building a strong content foundation that earns you more attention as time goes on. Its value doesn't reside in only a few specific high performing pages — the collective value starts boosting newer content as well. On-page SEO. Off-page SEO.
    [Content, Landing Page] 5 Account-Based Marketing Pitfalls to Avoid
    Part of ABM's effectiveness is its ability to provide very relevant and detailed data. Not Maximizing Value of Existing Content. This is a huge mistake because new content may not be necessary for each of your targeted accounts. Not only does this utilize more resources than necessary, but you also are not maximizing the value from the existing content. Not Personalizing the Content for Each ABM Campaign.
    [Content, Landing Page] 5 Brands That Make Original Research Look like an Art Form
    In the world of content marketing, however, original data is more than just brand storytelling’s response to that “nine out of 10 dentists agree” trope. Research, in terms of content strategy , is about delving into an industry-specific issue or problem and offering insight or solutions. In addition to its role serving as an element of powerful storytelling, research also allows brands to create content that’s insightful and shareable.
    [Content, Landing Page] How a Content Refresh Can Help You Stay Relevant
    Author: Elaine Ip If you’re a savvy digital marketer, you’ve probably been on the content marketing train for years. Bonus points for you, but is that pile of existing content starting to look a little stale? For those in a fast-paced industry, some of your best content might start to look stale after only a year or two. How is a content marketer supposed to keep up with that kind of change? Why Should I Spend Time Refreshing Old Content?
    [Content, Landing Page] So You Want to Create Content That Actually Converts?
    Creating content that leads people to a desired action on your website (filling out a form submission, downloading a piece of content, subscribing to a newsletter, etc.) isn’t just a good idea in content marketing – it’s the very essence of content marketing. That said, it’s not the ONLY important aspect of content marketing. when building out our content strategies. as a means to measure content performance.
    [Content, Landing Page] Inbound in the Channel: 3 Ways to Help Channel Partners Make Money
    Although outbound strategies still hold relevance in today’s marketplace, inbound marketing remains the more economical, consistent and transparent philosophy in business advertising. But before you can help your partners succeed with inbound marketing, you must first realize your own strategy; in other words, how will your content be applied? Write Guest Posts for Partners —Write exclusive content for channel partners with a byline back to your company’s homepage.
    [Content, Landing Page] B2B Marketers Lose with Inbound Only Strategies
    B2B marketers, it’s time to wake up and smell the content marketing opportunity outside of inbound. You’ve created content, published it in the “Resources” section of your website, gated the content to capture leads, and now you’re done…wrong. Create compelling content to publish on your website. Create mobile optimized landing pages to support your campaign traffic. CONTENT SYNDICATION FOR B2B MARKETERS. WHAT IS CONTENT SYNDICATION?
    [Content, Landing Page] How to Pivot Your Social Media Strategy to Support Account-Based Marketing
    Social media marketing allows you to get to know your company’s target accounts and the prospects within them in a unique way and get relevant, personalized content in front of them at just the right time. Knowing what these individuals like and share on social media platforms offers a wealth of valuable information, which you can uncover by asking questions like these: What types of third-party content do they share? What content formats do they like and share?
  • HUBSPOT  |  FRIDAY, OCTOBER 14, 2016
    [Content, Landing Page] How to Generate Leads From the Most Popular Pages on Your Website
    From blog posts to landing pages to job postings, your website may be made up of tens, hundreds; even thousands of individual pages. But regardless how many pages you have on your site, you'll find that the vast majority of your traffic comes in to a few, very specific pages -- often your homepage, your "About" page, your "Contact Us" page, and maybe one or two of your most popular blog posts. Which Pages Get the Most Traffic?
    [Content, Landing Page] 4 B2B Marketing Strategies for Lead Generation
    This not only tells you that you’re getting more eyes on your website but that they are highly relevant and qualified eyes. I’ve seen tremendous success by adding easily accessible CTAs to landing pages. To put it simply, SEO helps increase relevant organic traffic to your website by optimizing your content for items your target audience are searching for (through various on-page and off-site tactics).
    [Content, Landing Page] How Experts Create Thought Leadership Content to Achieve Growth
    Thought leadership content. Thought Leadership Content Defined. Thought leadership content is educational material — text, audio, video, or other formats — that addresses the interests and challenges of a particular audience. Thought leadership content allows you to take a stand on an issue or tackle problems your key audiences are grappling with as they run their own businesses. Done right, thought leadership content accomplishes the following: Demonstrates expertise.
    [Content, Landing Page] How to Leverage SEO for B2B Lead Generation
    While SEO and lead generation are primary drivers of new leads for most B2B organizations, these teams typically only collaborate when new content needs an SEO review (if that). The general understanding seems to be that SEO helps the website—and all the content therein—get noticed online, which generates leads in a big-picture sense, while lead generation is a completely separate set of tasks targeted specifically at acquiring new leads. Optimize existing content.
    [Content, Landing Page] 6 SEO Strategy Basics Your CEO Should Learn
    Can we remove some copy from the page?” As you likely know, brands can’t just decide to top search engine results pages (SERPs), flip a switch, and make it so. At last count, there are well over 200 individual factors that go into determining where a page will land in SERPs. Search Engine Land created a resource I regularly refer to, called The Periodic Table of SEO Success Factors. Strong SEO Requires Good Content Marketing.
  • HUBSPOT  |  MONDAY, OCTOBER 10, 2016
    [Content, Landing Page] How to Write a Job Ad That Excites Candidates
    I write a variety of copy, including articles, landing pages , sales emails, and job advertisements. So, yes, relevant keywords are still important, especially when writing job ads. In other words, don’t call your open content marketing position an “Attention Ninja” or “Audience Crafter.”. Call it what it is: a “Content Marketing Specialist.” Example: As the Content Marketing Specialist for Security Software Co.,
    [Content, Landing Page] How to Detect, Repair & Profit From Underperforming Content
    As a marketer, you’re used to leveraging a variety of channels to promote your business, up to and including content marketing. According to HubSpot's annual State of Inbound report , 60% of marketers reported "blog content creation" as one of their top priorities -- with interactive content creation (41%), long-form content creation (33%), and visual content creation (33%) not far behind. Is the Content Really Failing? Highly relevant.
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