Five levers of relevance for digital authors

Biznology

In my last article, Stop doing short-term campaigns , I said that cognitive effort was the “lever of relevance.” In the case of information, the work involved requires cognitive effort. So if you want to geek out on it, read the book Audience, Relevance, and Search. This post is just for those who don’t want to geek out on it but just want some practical advice on how to increase relevance for their audiences. ” What is relevance?

Why Contextual Relevance Is Everything, Marketers

Oracle

The word Steve was referring to was relevance. Part of what Steve wrote is his not-so-subtle reminder what the word means and it's relevance to marketers: "In case any marketers and advertisers forgot, the word relevance is an adjective meaning having direct bearing on the matter in hand; pertinent. In marketing and advertising terms, it means providing your customer, and prospect for that matter, with content that is relevant to them."

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Is Content Marketing Still Relevant In Today’s Marketing World?

Oracle

Ideas on what comes next for digital marketing So which is it: Is content marketing and “inbound marketing” still relevant in today’s marketing world, or are there signs it is fading and changing in response to the new content environment in social media? Visit our website for more information. Over the past 24 months, content marketing has swept over the digital marketing world.

Digital Relevance – An Interview with Ardath Albee

ANNUITAS

However, when you find a book that shares essential bits of information to help improve your marketing, case studies that share valuable insights and practical solutions to maintain relevance, that is a rare gem. See what author, speaker and CEO of Marketing Interactions , Ardath Albee had to say about her newest book, Digital Relevance and why marketers need to constantly stay on their toes to remain relevant. Read the full introduction to Digital Relevance here.

Loyalty Auctions: The Next Reward For B2B Markets

If you’ve never used auction techniques to drive engagement in your employee, channel partner or customer rewards programs, you’re missing out! Find out why and how to in this Best Practices Guide from industry leader Reward Paths.

Information overload: beyond better filters

Biznology

Six years ago, NYU professor and author Clay Shirky, affirmed that “the problem is filter failure, not information overload.” ” The problem of having more information around than what we can possibly process has been with us since ancient times. As long as we can have good filters to separate the good from the bad, having more information is better than its alternative: not having enough information.

RSS 132

Is the Classic Webinar Still Relevant?

RockContent

Maybe it’s an otherwise informed speaker who just doesn’t have that je ne sais quoi some charismatic speakers have that keep you glued to the screen. Basic text information has a place and can help the audience take notes and retain information as you speak around the text. He was exceptionally well-informed and the takeaways from his presentations were exceptional. The post Is the Classic Webinar Still Relevant? We all know the drill.

Is programmatic advertising relevant in B2B?

Savanta

Yet, most B2B marketers still don’t see it as relevant. When landing on a web page information about an individual user (browsing behaviour, demographics, etc.) That’s got to be attractive, so why isn’t it also seen as relevant? Added to this is the fact that many B2B publishers don’t offer programmatic yet and even if they do, information on their visitors may not be of much targeting value (e.g. demographics like gender are of less relevance in B2B markets).

Content Relevance- Keeps It Far From Boring

ANNUITAS

It could be a few reasons, but most of all, it has to do with relevance of the content. Relevance. If your Buyer wants and needs the information that you are delivering, they are likely to Engage with it and ask for more (opt-in or provide additional contact information). What matters is the relevance of the content to the buyer above all else. Buyer-centricity is hugely important of course, but where does the relevance come into play?

It’s Not the Format of Your B2B Content, It’s the Relevance

Marketing Interactions

Whether the infographic serves your needs is dependent on the information in the visual, not the format of the visual. Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post.

Crisis Content: Stick to Helpful and Relevant

Content4Demand

I estimate only about a third have valuable information related to the crisis. A better path is to serve buyers by being helpful—that is, by giving them information that is related to their business pain points, not their personal lives.

11 Ways to Improve Your Facebook Ads Relevance Score

Single Grain

But that’s exactly what you are doing if you are running Facebook ads with a low ad relevance score. And perhaps most importantly, they’ve instituted a “Relevance Score” program that seeks to measure the overall quality of each ad that they serve to their users. Facebook first introduced their relevance score in 2015 and have continued to refine it since then. What Is the Facebook Ads Relevance Score? Relevance Score 4-7: Relevant.

Improve Sales Proficiency With Relevant Sales Conversations

Avitage

Why relevant? What does relevant really mean? How would you know if you are having a relevant conversation with a buyer? Relevant — adjective; 1. Being relevant is important due to the shift of the locus of control in buying/selling situations. Traditionally, buyers were dependent on vendors through their sales representatives for information. B2B buyers don’t need vendor/product information until later in this process.

Create relevant content based on personality profiles

Avitage

We know relevance resonates. But I had no idea how to use that information to help me sell. It informs my communication. The post Create relevant content based on personality profiles appeared first on Avitage. Content that addresses each audience interest, persona and situation performs better than generic content. So why not create content based on personality profiles? My first “real job” (working since age 9) was for ADP.

Business Newsletters: Is Your Newsletter Still Relevant?

Writing on the Web

I am frequently asked if business newsletters are still relevant, or if blogs, social media, and videos have replaced them. It isn’t designed to sell something directly, but rather it offers tips and information relevant to the reader so that they are able to get to know you, your value, and are inclined to take the next step. My response?

The Evolving Relationship Between Marketing and Information Technology

Oktopost

The working relationship between marketing, sales and information technology is growing. Porter is not afraid to raise the challenges found in the often turbulent relationship between marketing, sales and information technology.

Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. Only 40% of content read by buyers is considered relevant (IDG). Likely because every one of them didn’t have the relevant information they needed to do so.

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

Oracle

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. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance.

Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

Keeping e-mails relevant has become the key factor in proving their worth in industrial marketing. In this post, I’ve listed the major areas to focus on if you want to make your industrial e-mail marketing more relevant and productive. Better Segmentation, More Relevance. List segmentation is probably second only to relevant content when it comes to making your e-mails relevant to your target audience.

Mail 191

4 Strategies to Increase Content Relevance and Reignite Your B2B Content Marketing Plan

Hinge Marketing

They are fully aware that their firm ought to be producing relevant content as a marketing strategy, but they’re stuck on the starting line wondering how to even get started. And the frustrated marketer can, too—by reframing and looking at it through the lens of content relevance.

How Crew Clothing Used Relevance to Increase Conversion [Case Study]

Oracle

It’s relevance. In the aforementioned Forbes piece I made reference to an article on MarketingCharts.com which contained this ominous headline: Consumers Don’t Just Ignore Irrelevant Marketing Messages… The article spoke to the results of research re: the need to deliver content to your customers and prospects that matter to them, AKA is relevant to them.

Using Customer Data to Inform Your Personalization Strategy

Oracle

In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy.

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

Oracle

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. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance.

Why the Word Relevant is More Important Than Ever for CMOs

Oracle

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. Here are some other findings from that same survey which I shared via my Forbes post: *96% of consumers acknowledge having received mis-targeted promotional information. *94% 60% find suggested products/promotions based on their social login profile information useful. *49%

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. And they use different sources to get their information.

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Reengineering transforms your “one size fits all” content to one that is highly customized and relevant to each job function or decision-making role. You can pull the core information right out of your existing product datasheets, catalogs and Website copy.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals. Making use of relevant insights to help guide marketing planning. It highlights an exercise a Harvard class underwent to incorporate search, systematic data, and qualitative research into informed decision-making. by Anton Scherbik.

How to Get More B2B Traffic and Leads with Effective and Relevant Content

Valasys

To acquire this, you should implement effective and relevant content to get more B2B traffic. Research Customer Needs to Create Effective and Relevant Content. This can eventually result in effective and relevant content that promotes customer engagement.

Permission Marketing Drives White Paper Relevance

NuSpark

First, white papers give readers the information they seek. They offer quality, relevant educational content. In short, white papers allow you to enter into an educated, informed conversation with your targeted buyer. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior.

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation

The top priority for the entire group is to deliver highly relevant emails – it ranks above even driving website traffic and revenue. This makes sense, considering highly relevant email will achieve the other two goals. But, I wonder how easily they can create highly relevant emails when only 15% reported they have dedicated resources to produce content for each stage of the buying process, as you can see in the below chart.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website How Relevant Marketing Content Helps B2B Branding by Achinta Mitra on June 29, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Integrated Industrial Marketing Branding is usually not a popular topic in B2B marketing, especially in the industrial sector.

Improve Sales Proficiency By Being Relevant to Buyers

Avitage

Why relevant? What does relevant really mean? How would you know if you are being relevant with a buyer? Relevant — adjective; 1. Being relevant is important due to the shift of the locus of control in buying/selling situations. Traditionally, buyers were dependent on vendors through their sales representatives for information. B2B buyers don’t need vendor/product information until later in this process.

Why Digital Marketing KPIs Keep Your Demand Generation Campaign Relevant

Marketo

To deliver the best ROI, figure out what decisions need to be made up front to drive company profits, then use measurements to capture information that will facilitate those decisions. The post Why Digital Marketing KPIs Keep Your Demand Generation Campaign Relevant appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. In our previous posts about demand generation , we explored some of the ways to drive an effective demand gen campaign.

Optimizing your site information architecture (IA) for Panda

Biznology

I’m talking about creating clear information architecture (IA) that shows Google (and your users) the relative importance of pages related to the same keywords. They will choose a white paper within that topic area if it suits the information task they are trying to accomplish. Hyphens are the equivalent of the Boolean or connector, which allows Google to determine that the page is relevant to all of the keywords in any combination. Photo credit: Wikipedia.

Sites 135

Rank For Lawyer SEO Terms Relevant To Your Firm

Brightedge

Optimize your site with a form fill or a consultation request on a home page, at the end of a blog, or near an attorney’s bio in order to get the potential clients’ information. Specifically, for keywords relevant to law SEO, the CPC of a Google Ad can be costly.

How Content Performance Informs Your Marketing Strategy

Marketing Interactions

It’s hard to inform anything about your content marketing strategy with such low results. We need to focus on pathways and progression to use content performance data to inform our content marketing strategy. Research from Spiceworks finds that B2B IT buyers view 17 pieces of content and business buyers access at least 12 content assets to inform buying decisions. Informing Your Content Marketing Strategy to Create Connected Experiences. Relevance.

Dwell 66

Keeping your business alive and relevant: Digital Disruption for Professional Services Marketing

Hinge Marketing

The secret sauce is relevance. Digital just helps bring instant, 24×7, no travel required, cost effective visibility to that relevance. Lastly, if you’re not relevant, even the best digital marketing will have little impact.