Sun.Oct 15, 2017

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How to Take an Audience-First Approach to Your Content

Content Marketing Institute

How do you identify an effective space in the content arena for your brand? Take a journey with your audience. We developed the audience journey as a tool for content marketers. Its sole purpose is to align your brand’s content with the needs of your audience. It is based on the hero’s journey – a model commonly used in storytelling to attract and retain the attention of the audience throughout a narrative.

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HTTP vs HTTPS and SEO : HTTPS Chrome Warning Starting in October 2017

Brightedge

Google called for “HTTPS Everywhere” (secure search) at its I/O conference in June 2014 with its Webmaster Trends Analyst Pierre Far stating: “We want to convince you that all communications should be secure by default,” and it anticipated some resistance and skepticism from the SEO industry. In 2016, 2 different Google representatives advocated for HTTPS: […].

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Look First to Existing Customers When Selecting ABM Accounts

B2B Marketing Directions

Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful tool for growing relationships with existing customers you can't afford to lose. One reason for the growing popularity of account-based marketing is the widely-held belief that it can dramatically improve the productivity of customer acquisition activities and programs.

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Martech and the modern marketing org (study results)

chiefmartech

At the MarTech conference in Boston earlier this month, we unveiled the winners of The Stackies: Org Edition. 12 companies contributed slides illustrating how they approach their martech-enabled organizations, including Allocadia, CA Technologies, Dun & Bradstreet, The New England Journal of Medicine Group, Reduxio, and Uberflip. But not everyone was comfortable publicly sharing how their marketing organizations are structured.

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How to Leverage Behavioral Science Insights for Direct Mail Success

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

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5 steps, questions and actions for thinking different in B2B marketing

TaylorMadeIn KEW

In my last post, I wrote about 3 fallacies that are currently dominating our thinking in B2B marketing. In fact, last year Adobe did a study where they found that an astonishing 76% of marketers feel that marketing has changed more in the past 2 years than in the previous 50. But wait a minute, change always happens. We may be working in a commercial landscape that seems to have shaken B2B marketing to its core, but what has actually changed?