Sat.May 12, 2018 - Fri.May 18, 2018

The limits of content marketing

Biznology

As you’ve no doubt guessed, I’m a huge fan of content marketing. But unless you’re a content marketing “fanboy” who’s blind to reality, you have to recognize the practice’s limitations. Those limitations were real even before content marketing’s ubiquity created a whole new set of problems.

Tips for a Successful Competitive Campaign

The Point

It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition.

History Repeats Itself, Even in Marketing

Modern B2B Marketing

“Hyper-personalization.” ” “Hyper-connectivity.” ” As marketers, it is a bit staggering to watch the continued growth of communication across so many different digital locations.

Stop Selling, Start Educating: How to Reach Today’s B2B Buyers

Vidyard

You don’t shop the way you did five years ago—so why are you still selling that way? Today’s B2B buyers are more empowered than ever before. They do their own research. They read reviews. They price compare online. In comparison, we know from the B2C world, 90% of the buying decision is made before a potential customer even walks into a storefront. Which means we need to be fluid. What worked 24 or even 12 months ago is now outdated. It simply won’t work anymore.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

More Trending

Millennials Are Taking Over, And It’s All Right

Modern Marketing

"Millennials have replaced baby boomers as the major consumer segment, so we are seeing a change in what is being demanded. Millennials want more than price and availability; they want speed, convenience and they want to be involved in the co-creation of the product.” ” Steve Melnyk, Michigan State University. I’m on the tail end of the baby boom generation, and yet reading this quote didn’t freak me out or make my eyes roll.

7 Content Marketing ROI Templates and Tools

Marketing Insider Group

You know measuring the ROI of your content marketing is important. It’s the only way to quantitatively gauge the success and worth of your content. But, let’s face it.

Video marketing’s multi-use versatility makes it a great investment

Biznology

What does content versatility mean to you? Whatever your subjective understanding is, video marketing content will blow your mind more than you may expect. The benefits are enormous and the R.O.I. is close to an absolute guarantee.

Video 185

Why Every Writer Should Learn Basic SEO Principles

Contently

When I was a kid, I begged my parents for a skateboard because I wanted to be like the kids on Rocket Power. For an anxious, nerdy kid like me, the idea of learning to skateboard with candy-dyed hair and running with a crew of cool dudes sounded like paradise.

SEO 165

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

How Can Marketers Achieve Personalization in 2018?

Modern Marketing

Despite personalization being lauded as a best practice principle for years, many brands still struggle with the implementation. Recent research conducted by McKinsey revealed that just 40 percent of personalized messages actually feel personal to the recipient.

What to Do When Great Content Falls Short of Your Content Goals

Marketing Insider Group

There’s a lot of pressure on your content to perform. After all, brands who get content marketing right are known to get 7.8 times the website traffic of those who haven’t yet cracked the content nut.

Even online reputation pros require a year to influence Google Search

Biznology

In response to negative search results on the first two pages of Google, even $30,000-a-month Enterprise level campaigns demand 12-month campaign contracts from their clients.

Search 176

How to Get Started Using Video in Your Automated Nurture Programs

Act-On

Get the tips and tricks for how to get started adding video to your automated nurture programs, so you can reap the rewards of more engaged prospects today! Content Marketing Lead Generation content marketing content marketing strategy online video online video marketing video video marketing

Video 160

How to Prepare Contact & Account for an Account-Based Marketing Strategy

Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

Whatever Happened to Copyright Laws in Social Media?

Modern Marketing

In the analog era, it was so much easier to apply and enforce copyright law. You could tell if someone else was copying your work, and you could have immediate remedy (i.e. a lawsuit).

Sales Content for Knowledge and Sales Performance Support

Marketing Insider Group

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support.

Sales 234

The rise and fall of the Trump lifestyle brand

Biznology

The roller coaster ride behind the Trump brand and his merchandising empire over the past 20 years is a perfect example of what happens when a personal brand loses its credibility and integrity.

Brand 169

Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing

Act-On

Data-driven marketing is much more than a buzzword; it’s a very smart way to apply what you learn from metrics to your marketing programs. Demand & Lead Generation Marketing Strategy bottom of funnel leads data driven marketing lead funnel lead generation marketing strategy

Funnel 150

Not Too Late: Last-Minute Steps towards GDPR Compliance for B2B Marketers

Speaker: Howard J. Sewell, President, Spear Marketing Group, and Anne Angele, Senior Marketing Automation Specialist, Spear Marketing Group

As you likely know, the European General Data Protection Regulation (GDPR) takes effect May 25. Surveys show that most US-based B2B marketers are still woefully unprepared, even though the regulation affects not only any company actively doing business in Europe, but anyone even communicating with European contacts in his/her marketing database. The penalties for non-compliance with GDPR can be severe – in the millions of dollars. Fortunately, there are a few basic steps that B2B marketers can and should make that will get them closer to full compliance.

Ask a Content Strategist: How Do You Market to Baby Boomers?

Contently

How do you suggest marketing to an older crowd (55+)? Alice, Capetown. Despite being an unmarried 30-year-old whose East Village apartment features a green screen and a life-size cutout of Drake where the dining room should be, I spend a lot of time analyzing this question.

Income 148

Content Hubs. Why You Need One and Where to Put It.

Marketing Insider Group

Almost every marketer I’ve met of late is sold on content marketing and subsequently, they are producing more thought leadership content than ever. With all that great content comes a new challenge: what should a marketer do with it?

Intent 228

3 hacks of agile scrum for content design

Biznology

I was gratified in a nostalgic way to read articles by my friends and former colleagues Sol Sender and Charles Chesnut , writing about the challenges of adopting agile. I was on the first scrum team (Cloud Computing) in the IBM Digital Lab Charles ran. Sol was the product owner.

Design 153

Study Finds Marketers Are Increasing Spend on Original Video Content

KoMarketing Associates

Marketers continue to increase the amount of money they spend on digital video content, but how much of it is original? To find out, IAB recently conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report. Statistics showed that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content. This is a 68 percent year-over-year increase dating back to 2016.

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

3 Ways to Prepare Before You Switch Careers From Journalism to Marketing

Contently

You may have read that journalism has been in its death throes for the last decade. That’s bad news for many, but it struck me as particularly horrific when I entered the workforce six years ago hoping to be a professional writer.

Aging 142

The ROI of Agile Marketing Training

Marketing Insider Group

Like a delicious, nutritious kale smoothie, Agile marketing is packed full of great benefits. And like a top-quality blender, formal Agile marketing training makes it even better. But again like a top-quality blender, training can be expensive.

Interview with ?Shep Hyken

Onalytica B2B

Shep Hyken – Customer Service Expert, Keynote Speaker and NYT Bestselling Author. Key Topics: Customer Service, Customer Experience, Motivational Speaking, Customer Service Training. Location: Greater St. Louis Area, MO-IL, USA.

Direct Marketing Tips: How To Cut Costs And Get Better Response

Sales Lead Insights

I’ve been asked, “How can I cut costs and find a more practical way to get my target market to respond to my direct marketing?” ” First, determine who your best customers are, then target direct marketing efforts at companies and contacts who are similar.

Cost 130

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

The Biggest Barriers For Global Content Strategy

Modern B2B Marketing

I spent close to two years interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide.

Weekend Reading: “Marketing Multiplied” by Mike Moore and Peter Thomas

Marketing Insider Group

For the 175th episode of The Marketing Book Podcast, I interviewed Mike Moore, co-author with Peter Thomas of Marketing Multiplied: A Real-world Guide To Channel Marketing For Beginners, Practitioners, And Executives.

Finding Content Gaps: Moving Buyers Through the Funnel

KoMarketing Associates

Note: The following post is an overview of the presentation given at Digital Growth Unleashed 2018. . It’s no secret I’m passionate about the customer experience and content. I can’t tell you how many times I’ve said it or written about it (hint: It’s a lot ). It’s not that I don’t love all aspects of digital marketing, it’s just there’s something so interesting about the role content plays in getting people to make a purchase.

Funnel 177

Oracle's No-Cost Platinum-Level Support Is the New Baseline in the Cloud Market

Modern Marketing

Companies may give up their servers, storage, and entire data centers when they move to the cloud, but their need for support services doesn’t go away, it changes.

Cost 167

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.