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.

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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.

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Trending Sources

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.

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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

But something I wanted to hear more about was relevance. A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor.

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Three marketing truths for an information dense world

grow - Practical Marketing Solutions

We face a menacing wall of information competition and if you think it’s bad now, it is going to soon become much, much worse. By 2020, the amount of information on the web is expected to increase by 500% — and that’s the low side of the projection.

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How CMOs Can Make Big Data Relevant to the Sales Team

Crimson Marketing

Author and Futurist John Naisbitt famously wrote, “We are drowning in information but starved for knowledge.” You would think that with all of this information and transparency, it would be easier than ever for companies to understand and influence customers through technology marketing.

105

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. My response? When done well, a newsletter is very important for staying in touch with clients and prospects and a great way to build credibility and trust.

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How a Content Refresh Can Help You Stay Relevant

Modern B2B Marketing

It keeps your brand relevant. Relevancy is also good for your SEO strategy. Google rewards fresh content , but keeping a content calendar full of great, relevant, well-executed ideas week after week can be exhausting.

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Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

bizible

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information. By generating objective and persuasive information you'll be able to drive transformation at your organization.

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How to Assess the Relevancy of 3rd Party Intent Data

Modern B2B Marketing

We are now living in the Engagement Economy where buyers have more power than brands and expect personalized, relevant interactions at every touchpoint. The two biggest questions marketers have right now are: What types of intent signals are most relevant to my business?

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3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. Posted in Customer Experience Mobile.

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Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers

Vidyard

Research released by Forrester this month found some shocking information about sales’ use of marketing content. At least it does if we want to create more effective content to help our sales team have relevant conversations and therefore close more business.

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

B2B Lead Generation Blog

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. Do they know how they want to consume that information?

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5 Reasons Email Marketing is Still Relevant

Puzzle Marketer

When people sign up for your e-mail list, they’re asking for more information and giving you permission to provide it. You can use this information to better target future campaigns and create stronger calls-to-action. You can divide your contacts into groups based on their purchase history and market directly to their specific interests so that every newsletter is relevant to their preferences.

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Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. That then gave the pages contextual relevance for terms the page wasn’t optimized for. Proof terms and relevant terms.

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Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. That then gave the pages contextual relevance for terms the page wasn’t optimized for. Proof terms and relevant terms.

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Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?

Content Standard

As the public relations and content marketing evangelist at Skyword, I’m tasked with cutting through the mass of information in reporters’ and analysts’ inboxes to spark interest in the company’s latest accomplishments. Call me old-fashioned, but I like press releases.

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Using Customer Data to Inform Your Personalization Strategy

Modern Marketing

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.

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How CEOs And CMOs Can Tell The Difference Between Information And Insights

B2B Marketing Insider

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation.

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

Modern Marketing

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.

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Is Facebook Still Relevant for B2B?

EMagine B2B Blog

If you’re looking for more information or how eMagine can help you with your B2B Social Media Strategy, make sure to register for our webinar happening TODAY at 2pm. As a digital marketing firm we get questions daily about how different strategies can work for our clients.

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In Praise of the Automaton: How Humans Can Stay Relevant in the Face of Marketing Automation

Content Standard

Want to stay relevant? As MarketingProfs pointed out , conferences and other networking events also provide informal education opportunities. Likewise, connecting with other professionals via social media can be invaluable as a daily source of information and commentary.

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20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? First of all, this presentation presents the information in an awesome way -- through sketchnotes. If you''re regularly on our blog, you know that we love SlideShare presentations.

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80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. We want to make sure we’re providing relevant content to our readers.

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Why the Word Relevant is More Important Than Ever for CMOs

Modern Marketing

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. 60% find suggested products/promotions based on their social login profile information useful.

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Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Relevance is the New Game in Town. Time to get relevant!

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Is programmatic advertising relevant in B2B?

The B2B Research Blog

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?

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Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. Designing Information Architecture for Interactive Stories. Simplicity of Information.

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6 assumptions push marketing gets wrong

Biznology

Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. The presumption of relevance. The simple truth is that unless communication is relevant, it can never be meaningful.

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The Never-Ending Cycle: Content Informs Data Informs Content

Marketing Action

The most effective content is informed by strong data. Data should inform all facets of your marketing strategy and go a long way towards removing the guesswork from marketing altogether. Data also informs the best time to reach your customer.

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On the limited value of branded content

Biznology

They don’t always search for information, but enough do to make search the best way to understand their intentions at each stage in their journeys. Brands that lead with unbranded information build content marketing experiences that work.

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Informing Content Strategy with Buyer Persona Development

Tony Zambito

  To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding :  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.  Image by Krista76 via Flickr.

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6 Ways Social Data Can Inform Your Marketing Strategy

Hubspot

Thankfully, we''ve learned that there''s a layer of science behind social media marketing, and we can actually extract highly valuable data that can inform our overall inbound marketing strategy. You can then take that information to: Identify your competitor''s most successful content.

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7 key roles in digital marketing

Biznology

To maintain or improve that ranking over time, you need to have a UX that clearly demonstrates the relevance of the experience to the search query, and helps the user find the answers to their questions once they determine relevance.

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Now is the time to fix your LinkedIn profile—here’s why

Biznology

If you’re not putting yourself forward in the best possible light, providing relevant details, and allowing potential new clients to get to know you before committing to a phone call, you’re putting yourself at a great disadvantage. Relevance.

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5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events.

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Content marketing data: It’s not geeky and it’s not boring

Biznology

But even as data is frequently much more accessible than it had been, most marketers still think of it as a necessary evil or something that simply doesn’t help them unless they’re a Fortune 500 CPG firm with huge pools of information to work with. Data gets a bad rap.

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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.

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B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. The title of the article was Educate and Inform Instead of Interrupt and Sell. When you provide potential clients with credible, helpful information, and making it easy for them to buy when they are ready, you are practicing effective pull marketing.

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How the Information Age Has Forever Changed Marketers’ Lives

Content Standard

For marketers, the information age—and the technology supporting it—is like an office chair: After you’ve sat in it for while, you start to forget it’s holding you up. The New Guardrails in the Information Age. There was a time when information weighed us down.

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