Five levers of relevance for digital authors


In my last article, Stop doing short-term campaigns , I said that cognitive effort was the “lever of relevance.” So if you want to geek out on it, read the book Audience, Relevance, and Search. ” What is relevance? In rough terms: Relevance = interest/effort.

Accelerate Conversions with Clean Data and Relevant Content

Modern Marketing

B2B organizations are rethinking established processes to increase collaboration between marketing, sales, and other customer facing departments to create a more consistent, targeted customer experience. Learn about our marketing automation and content marketing solutions on our website.

Trending Sources

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

But something I wanted to hear more about was relevance. A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. What content do they need?

How to Use Data to Create More Relevant Content


Content marketers don't just write, they write with purpose. While it may seem like a small distinction, it can mean the difference between wasting time and investing time in creating content that will deliver rankings, leads, and sales long after it's published.

Influencer Marketing: How to Identify Your Target Influencers

Onalytica B2B

Personally, I can’t think of anything more crucial to successful influencer marketing than identifying the right influencers to target. In this instalment we take a concise and practical look at the fascinating question: “How do I identify my target influencers?”.

B2B vs. B2C: How Content Marketing Changes by Target Audience


When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. One of the first areas where B2B content marketing diverges from B2C campaigns is in the overall intent of the initiative’s messaging.

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How to Get More Targeted Leads (a B2B Playbook)


In fact, CMI’s 2017 B2B content marketing trends report shows lead generation as the number one goal for 80% of marketers working to boost customer acquisition: . . To improve B2B lead generation , your organization needs a strategy for producing and promoting content. Create content.

Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. Long form/higher word-count content. Enriched content with diverse media. Easy to read content.

Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. Long form/higher word-count content. Enriched content with diverse media. Easy to read content.

5 Reasons Email Marketing is Still Relevant

Puzzle Marketer

Develop a Highly Targeted Message E-mail marketing is a targeted method of reaching people who are interested in your products or services. You can use this information to better target future campaigns and create stronger calls-to-action. With e-mail, you have complete control over the content, delivery method and recipient list. Through targeted advertising and personalized content, you can reach people on their terms wherever they are.

How CMOs Can Make Big Data Relevant to the Sales Team

Crimson Marketing

Most large companies do a decent job of tracking large amounts of structured data, such as information found in their CRM, marketing automation, data management, web analytics and content management systems. The post How CMOs Can Make Big Data Relevant to the Sales Team appeared first on.

HubSpot Launches New Version to Deliver Better-Targeted Content

Customer Experience Matrix

Apologies if that’s a bit jargony; it just means the lists are always current. - “smart calls to action” which are dynamic content blocks driven by the smart lists. That is, users define which contents go to members of different lists.

Online Display Advertising, Targeting, and Capturing Leads


Lead generation and lead nurturing both can be done via a targeted display campaign. Services offered- social- retargeting-behavioral targeting, mobile, affiliate. Specific targeting. Placements: These are specific websites where you want to target your ads.

How B2B Marketers Can Get Better Targeting and Deeper Insights

Modern Marketing

They are grappling with the fact that the always-connected buyer’s behavior and preferences are constantly evolving, and marketers need to maximize the value of customer data in near-real time for better targeting and personalization, as well as to build lifetime value.

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How to Assess the Relevancy of 3rd Party Intent Data

Modern B2B Marketing

We are now living in the Engagement Economy where buyers have more power than brands and expect personalized, relevant interactions at every touchpoint. Now, savvy marketers are turning to intent data to listen to their target audience.

How to Create Great, Targeted Content Based on Visitor Intent


Relevant, personalized content is among today’s digital marketers’ most effective tools to drive quality leads into the funnel. What types of content will engage them? Getting Started: Writing New Content. If they like your content, chances are they’ll care.

Cognitive content strategy


My job involves building content systems and platforms for the world’s largest private digital publisher— IBM. But as a site scales up, the level of difficulty in marking up and otherwise tagging content for findability increases exponentially. Cognitive content markup.

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

The promises of demand generation as well as content marketing are to overcome the hype and truly enable businesses to transform and adapt. Enabling Marketing and Sales with Target Ready Buyer Models. ©All rights reserved by Kenny Madden.

7 key roles in digital marketing


“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.”

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before.

Why Relevance Outsmarts Personalization in B2B Marketing


Marketers must focus on delivering relevance over an extended period of time to answer the questions that ultimately define the buyer’s journey. We must know why they are looking for a solution to a particular problem to ensure we’re delivering the appropriate content at the right time.

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Quite a lot, as it turns out – especially to marketers trying to reach all of us with relevant messages. Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. What does your address say about you?

Permission Marketing Drives White Paper Relevance


Your prospects have access to vast amounts of content, and they want it on their terms. Not only is there too much going on in our lives, but also we have greater access to the content that will educate and entertain us. They offer quality, relevant educational content. In short, white papers allow you to enter into an educated, informed conversation with your targeted buyer. Content Marketing Strategy

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

Modern Marketing

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. Just publishing content on its own doesn’t accomplish this."

Simple content optimization – SEO for when SEO doesn’t make sense


It’s not often that you’ll hear a content marketing guy tell you that a big investment in SEO isn’t for everyone. You’ll want to have an understanding of the language your target audience uses to talk about–and search for–the services you provide.

How To Use Dark Posts on Facebook and LinkedIn to Increase Relevance

Modern B2B Marketing

Facebook and LinkedIn both offer this feature (although on LinkedIn it is called “Direct Sponsored Content”). You will also get better engagement on a post that is more targeted.

Why the Word Relevant is More Important Than Ever for CMOs

Modern Marketing

From the apps to the games to the videos, there is so much "stuff" that's fighting for the attention of YOUR customer or buyer - the need to be relevant has never been more important.

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Understanding Content Targeting: 6 Steps to getting it Right

Hinge Marketing

You know you need to create premium content in order for your online marketing strategy to work – but have you focused on the issues and topics that keep your target audience up at night? Does your audience really understand the relevancy of the services you offer?

Influencer Marketing: Where are Your Target Audience Being Influenced?

Onalytica B2B

Based off of this we’ve created our influencer marketing strategy and identified our influencers- now, it’s time to start tailoring your marketing activities so that you’re able to effectively reach your target audience through your influencers.

4 Data-Driven Ways to Create More Targeted Ad Campaigns


Marketers can now target specific audiences across multiple devices and measure engagement on each touch point, building comprehensive roadmaps to conversion. 3) Personalize Websites with Dynamic Content. Digital marketing is undergoing a revolution.

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

Modern Marketing

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. web and content teams)?

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Using Big Data To Target The Right Consumers With The Right Offers

Buzz Marketing for Technology

Posted in Behavioral Targeting Big Data Customer Experience eCommerce Personalization. The aggregation and use of big data are crucial to segmenting and targeting your individual customers with the appropriate experiences. It requires employing predictive behavioral targeting and optimization techniques to remove the complexity. This tactic ensures visitors see content relevant only to their loyalty level and behavior.

Stop doing short-term digital campaigns


Regular readers know my work focuses on building more relevant content for the target audience. How do I build content to meet their most pressing needs? How do I get this content in front of them in a timely manner? Chances are, your content footprint is bloated.

2 applications of marketing AI


The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). In light of that, AI seemed too cutting edge for our target audience. Suppose you want to serve content to your audience based on their interests, as Netflix does. If you want to serve more relevant, personalized content to your audience, you need rich and accurate tagging.

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Is programmatic advertising relevant in B2B?

The B2B Research Blog

Yet, most B2B marketers still don’t see it as relevant. The problem with this is that a) it’s time consuming doing all those deals and managing results, and b) there’s a lot of potential for wastage as even the most niche website will still have visitors that don’t fit your target audience.

ABM is a Strategy, Not a Campaign.

The Point

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content.

Delivery relevancy


Creating value and remaining relevant is critical. Organizations, especially with bigger names, failed to understand the importance of relevancy went out of business, lost market share, or were acquired by another name. Relevancy for brands means revenues.

Rethinking Referral Marketing: Understand Your Target Audience

Hinge Marketing

In order to encourage referrals — and ultimately to generate new business — it’s essential that you understand your target audience of buyers and influencers. Your own online content. Better yet, where does your target audience go for advice and insight?

Targeting Audiences Not Looking for You; Advertising Options for B2B


Marketing Strategy: You Still Need to Persuade with Content ; Before Search and Social. The two firms have similarities: They only wish to target regional markets due to competition and limited sales staff size. They wish to use content to generate awareness toward audiences not in the purchase mode yet. For firms that target regionally, SEO and social do bring concerns, because search engine listings and social chatter are national and international marketing strategies.

How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere


How sales, marketing professionals, and social media lead generation companies are focused on only 3% of the target market. This is an account-based marketing approach that focuses on issues that are relevant to targeted organizations, key decision-makers, and influencers.