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 What worked 24 or even 12 months ago is now outdated.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.

How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

31 Call-to-Action Examples You Can't Help But Click

Hubspot

Think about all the times you've signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you've even taken a class on General Assembly. Each one of these signups is likely a result of an effective call-to-action (CTA).

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More Trending

9 Easy Ways to Get More Leads from Your B2B Blog

Act-On

Subscribers and shares are great, but let's dig into how you can grab more leads from your blog right now. Here are 9 easy ways to get more leads from your B2B blog. B2B Marketing Content Marketing Lead Generation B2B b2b blog lead generation leads

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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.

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.

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.

Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

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.

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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.

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.

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.

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Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

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 188

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 211

Survey: 73% Say Customer Experience Is an Important Factor in Purchasing Decisions

KoMarketing Associates

Marketers are continuing to work to provide a memorable customer experience, but how many prospects and customers are expecting this from businesses? To find out, PwC recently surveyed 15,000 people from 12 countries to gauge customer attitudes toward brands and the buying process. A total of 73 percent of respondents claimed that customer experience is an important factor in their purchasing decision.

The Account-Based Marketing Playbook

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

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 175

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 171

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?

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How to Create an Effective B2B Case Study

KoMarketing Associates

Today’s B2B buyers, like most of us, spend a lot of time online. In fact, data shows that “89% of B2B researchers use the internet in their research process and they conduct 12 searches prior to engaging on a specific brand’s site.”. As a result, most B2B buyers are the majority of the way through the buying process before they even interact with a sales representative, making it more important than ever for B2B organizations to have valuable content on their websites.

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.

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 165

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 170

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.

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 Successfully Coach Your Sales Team to Drive Efficiency

Speaker: Steve Benson, Founder and CEO, Badger Maps

A great sales team starts with a manager who’s a great coach. To stay competitive in today’s market, you need to implement a formal coaching approach that is aligned with your buyer’s journey and internal processes to drive results. Fortunately, Steve Benson is here to help you become that great coach.

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.

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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 169

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.