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.

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History Repeats Itself, Even in Marketing

Marketo

“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 What worked 24 or even 12 months ago is now outdated.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 Account-Based Marketing Playbook

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

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.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

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.

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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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Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

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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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.

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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.

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

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.

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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

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 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.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

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.

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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 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?

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 163

Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

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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1 Big Takeaway (and 5 Smaller Ones) From SiriusDecisions Summit

Contently

Walk the floors of Vegas’s casinos and you’ll see thousands of people putting their money inside of brightly colored and flashing boxes. When you sit down at the box and put the money in, you never know if your investment will provide any sort of return.

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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.