Content Relevance: A Starter Guide

Content Science Review

Use this starter guide to learn how to begin improving content relevance. Article

Delivery relevancy

Biznology

Creating value and remaining relevant is critical. Organizations, especially with bigger names, failed to understand the importance of relevancy went out of business, lost market share, or were acquired by another name. People change their minds in seconds and always try to find what is more relevant to them, not which brand to follow, because they have been empowered to look for more, to ask for more. Relevancy for brands means revenues.

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Be Relevant and Accelerate your Buyer's Journey

Oracle

Randy says the key is to be relevant. The more relevant you can make that customer experience, the more likely you are to get to conversion faster. Knowing your customer well and providing them personalized and relevant content will help you shorten that buyer’s journey from a seven-week period to perhaps seven days.

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."

2020 Database Strategies and Contact Acquisition Survey Report

As buyer expectations continue to heighten, marketing and sales teams are feeling pressured to deliver authentic messaging to buyers at every point of their customer journey. This report aims to highlight the current state of B2B database and contact acquisition strategies, and organizations’ goals to leverage data to fuel their go-to-market strategies in 2020 and beyond.

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? Over the past 24 months, content marketing has swept over the digital marketing world. Brands have been encouraged to think and act like media companies, pushing out content at a prodigious pace.

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.” 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. Before I do that, I want to make sure we are all talking about the same thing we use the term “relevance.”

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.

How to Make Your Content More Relevant with Original Research

Marketing Insider Group

The post How to Make Your Content More Relevant with Original Research appeared first on PureB2B. The post How to Make Your Content More Relevant with Original Research appeared first on MIG. Gust post from by Denise Dubie . Data grabs your audience’s attention faster than opinions and it adds credibility to your story. Everyone loves data. You see it on billboards, hear it on the radio, and read it anywhere there is content to consume.

Why Relevant Content Is Not Enough

ANNUITAS

It is no secret that buyers want relevant content that aligns to their purchase path and speaks to their pain points and challenges and indeed many organizations are doing a better job at producing more buyer-centric content. Having relevant content is key to driving demand generation, but those organizations that want to drive real value from their content investment, need to take a Demand Process approach and also align their People, Process, Content and Technology.

Intent Data: No Tricks, all Treats

Speaker: Michael Ballard, Senior Manager of Digital Marketing, Lenovo

Michael will take us through how Lenovo piloted three different intent programs to integrate intent data into their marketing strategy allowing them to trigger relevant and timely campaigns that any sized organization could emulate. The modern era of MarTech is great, isn't it?

How to Make Your Emails More Relevant and Effective

Marketing Insider Group

The post How to Make Your Emails More Relevant and Effective appeared first on Marketing Insider Group. As an email marketer, it’s your job to recognize and pay attention to the needs of your subscribers. When someone signs up for your email list, it’s because they expect to get something worthwhile in return from you. To succeed in email marketing, you have to live up to the promises you make to your […].

Accelerate Conversions with Clean Data and Relevant Content

Oracle

Among some of the most frustrating challenges marketers face, easy access to relevant content, a clean integrated contact database, and responsive cross device email options create hurdles on a daily basis. Oracle Content Marketing’s Content Portal enables users to find and utilize the most relevant content at the right time by employing search criteria that filters by Sales Stage, Buyer Persona, Content Type, and even custom fields.

Is the Classic Webinar Still Relevant?

RockContent

The post Is the Classic Webinar Still Relevant? We all know the drill. Sign in at the top of the hour. The organizer welcomes attendees, reads the title, introduces the speakers, and calls for a little “housekeeping” to ensure everything is on point from a tech perspective. Then, after that warmup, you prepare yourself for nearly 60 minutes of text-heavy PowerPoint slides and disembodied voices.

Create relevant content based on personality profiles

Marketing Insider Group

We know relevance resonates. The post Create relevant content based on personality profiles appeared first on Marketing Insider Group. 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. One year later I moved into sales. I had a good intuitive sense for my buyers. I […].

The 7 Keys to Creating Successful B2B Marketing Copy

Speaker: Robert Bly, Independent Copywriter and Consultant

Marketers may use the same copy for their B2B and B2C clientele, but these customers should never be treated the same. In this webinar, you will get a clear overview of the 7 key differences between B2B and B2C, so your marketing is more relevant and engaging to business buyers. Join Robert Bly, independent copywriter and consultant, who will walk you through key details of your marketing copy strategy that will make a real difference to your buyers.

Crisis Content: Stick to Helpful and Relevant

Content4Demand

Urgency and Relevance Should Guide Messaging So, what should you say to your market about COVID-19? If you don’t have anything to say that’s urgent or relevant to your buyers, then don’t say anything. About a week ago, I started seeing a second wave of content that focused on transparency in staffing changes, customer service commitments, relevant solutions and content resources. The post Crisis Content: Stick to Helpful and Relevant appeared first on Content4Demand.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation

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. Their creative and graphics-laden emails don’t speak to my concerns or motivations at all, and each non-relevant message I receive is basically programming me to ignore or delete future messages from them.

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.

Is programmatic advertising relevant in B2B?

Savanta

Yet, most B2B marketers still don’t see it as relevant. That’s got to be attractive, so why isn’t it also seen as relevant? demographics like gender are of less relevance in B2B markets). The post Is programmatic advertising relevant in B2B? One number in t he recently published B2B Barometer study caught my eye. Two thirds (64%) of B2B marketers describe programmatic advertising as irrelevant.

How COVID-19 is Impacting B2B Marketing Plans

Speaker: Tom Pick, Chief Digital Marketing Consultant, Webbiquity

B2B Marketing Zone and Tom Pick, a well-known B2B Marketing expert, recently conducted a survey of over 450 senior B2B marketing professionals about the impact of COVID-19 on their B2B marketing plans. The results were not surprising in some areas, but were very surprising in others. Don’t miss this webinar, where Tom will share findings from the survey, from additional market input, and from the audience. By registering, you will get access to the full survey report.

B2B Email Marketing: Timing and Relevancy, not Volume Key to Success

Sword and the Script

Marketing organizations cut B2B email marketing resources but send more messages; 1 in 5 never respond to a demo request When marketing leaders scrambled to reallocate budgets in the wake of the pandemic, email marketing wasn’t one of the areas that benefited.

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. 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? In a post dated July 14, 2011 (ages ago) in Social Media Explorer by Michael Brito from Edleman Digital, Brito talks about the importance of relevant content.

Why Benchmarks Matter – Relevant Data

ANNUITAS

The comparisons between enterprise organizations and smaller organizations may not be relevant, it all depends on the data. They attempt to measure the performance of their marketing, optimize technology platforms, deliver relevant content to their buyers and struggle to address the marketing skills gap like most organizations. Who doesn’t love to compare and contrast things, especially our own performance?

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. To make this more relevant, I offer two versions. How does this improve your proficiency and results? bearing upon or connected with the matter at hand, pertinent Pertinent — adjective; 1.

Stream On or Tune Out: Personalize Your Buyer Journey so Audiences Click Next

Speaker: Randy Frisch, Co-Founder, CMO and President, Uberflip

The way we engage with technology has changed—from the way we watch TV (Netflix), to the way we consume music (Spotify), to the way we exercise (Peloton). We have tuned out on old one-dimensional experiences. Your buyer expects each stage of the journey to be curated so they can stream away! Join Randy as he presents an actionable framework for creating experiences that will engage your buyers to stream through more of your content so they don’t tune out.

Create relevant content based on personality profiles

Avitage

We know relevance resonates. 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. One year later I moved into sales. I had a good intuitive sense for my buyers. I could read their personality and peculiarities.

The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

A good customer experience must be relevant. As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Only 42% of B2B buyers say it’s easy to find the next piece of relevant content , according to research from LookBookHQ (Now PathFactory). Context: The Cornerstone of Relevance.

Relevant B2B Content on the Decline

B2B Lead Blog

One in five reported feeling very or extremely confident that they’re creating relevant content. You may also like How to Attract B2B Buyers with Amazing Content How Content Strategy is Transforming an Entire Marketing and Sales Organization Marketing Automation and SMBs – an Overview The post Relevant B2B Content on the Decline appeared first on B2B Lead Blog. Only a quarter of marketing professionals believe their B2B content marketing strategy is effective.

3 Tips to Support Relevance in Your Marketing Communications

Oracle

At Oracle Marketing Cloud Interact 2014 , speakers shared how they're getting closer to customers through relevance. Actually try to make the experience relevant for me.” 3 Tips to Support Relevance in Your Marketing Communications is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. by Marguerite McNeal | Tweet this Digital technology allows marketers to have a better, deeper understanding of their customers than ever before.

Staying Relevant in Sales as AI and Technology Continue to Take Over

Speaker: John Barrows, CEO, JBarrows Sales Training

As technology and AI advance, and as companies and reps continue to look for technical solutions to increase efficiency throughout the sales process, the human element of sales is being lost.The question we need to ask ourselves is – what can we do that a computer can’t? The answer lies in context; if we as sales professionals are not adding any context to our content, then we bring no additional value to what marketing and technology are already doing. Learn about the importance of context, and where and how to add it throughout the sales process!

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? 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.

A Marketer’s Search For Meaning: 5 Attributes of Relevancy

Marketing Insider Group

The post A Marketer’s Search For Meaning: 5 Attributes of Relevancy appeared first on B2B Marketing Insider. I read an article the other day that said that people are hired for hard skills and fired for a lack of soft skills. I’ve found this to be true, and even more so for marketers as our pace of change keeps picking up speed. I listen to marketers talk about the struggles they have in their organizations and I notice something.

Why Reddit Is Relevant To Marketers [CHART]

Oracle

But is that traffic relevant to B2B and B2C marketers or is it all just pictures of funny looking cats ? As with any good content marketing strategy, if it’s relevant and interesting to your target audience then it promotes positive word of mouth buzz. Note that because of the high level of engagement, targeted ad buys to relevant sub-reddits also may be an effective strategy to consider.

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.

Rebooting your Strategic Content and Communications: A Formula for an Evolved Enterprise

Speaker: Mat Zucker, Partner, Prophet

Content is a B2B brand’s currency to demonstrate relevance and, with emerging channels and interfaces like chat and voice, it’s bringing brands closer to their customers.

Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Only 40% of content read by buyers is considered relevant (IDG). So, if your content is sitting unused or isn’t relevant, how many deals are you not even aware you’re missing? Likely because every one of them didn’t have the relevant information they needed to do so. The post Inclusive Relevance: Your Content’s Job Description appeared first on Marketing Interactions. A funny thing happened with the growth of information availability.