Social media has become a critical part of content marketing. It’s one of the easiest ways to instantly connect with current and potential customers and get them more involved with the company. In this social age, customers have come to expect companies to be readily available to them at all times, so it’s important that companies have a strong social presence. But will every type of business really benefit from having a social profile for their brand? Nick Stamoulis thinks that Both B2Cs and B2Bs Should Invest in Social Media. Do you think there is a big enough value for B2Bs and B2Cs to invest their time in social media? Let us know your thoughts in the comments below.
Marketing with YouTube is a great way to share interactive content with viewers. This entertaining medium can entice customers to consume more information about your brand’s message. Josh Coffy has created a great article on the 8 Steps to Capturing 500,000 YouTube Views in 10 Months: Case Study. He has created a list of 8 steps to start marketing through YouTube which he followed to gain over 100,000 views and 1,800 subscribers within three months and within 1- months he had 8,400 subscribers which helped establish paid members in 14 countries. To start, “stalk your competitors” and learn from these companies who have perfected their YouTube channel through research and trial and error. After that, start establishing your brand by posting regularly and with consistency. Tell us about your YouTube marketing successes and failures in the comments below.
For the first time since 2007, the E*Trade baby will not be promoting the brand during the Super Bowl. After seven years of using this advertising medium, E*Trade has moved on to use their resources to better target their customers. Running a commercial during the Super Bowl has been a huge advertising opportunity for many companies for years because of the opportunity to spread brand awareness to a huge global audience. But are Super Bowl ads losing their effectiveness? Jeff Korham makes an interesting argument in his article, Internet: The New Super Bowl of Marketing. He discusses that Internet offers the same advertising opportunities as the Super Bowl, maybe even more. The Internet is much cheaper and easier to advertise on, and may reach customers more effectively. Do you think the Internet could be more effective than Super Bowl ads for large companies? Leave your thoughts in the comments below.
Email is a great way to market content and share your brand’s message. But are you sure that this well planned out content is actually being viewed? There was an 80% increase in emails opened on mobile devices, as found over a six month period in 2012. An even more important statistic to take note of is that 80.3% of mobile users will not tolerate email that isn’t optimized for mobile viewing. Consumers aren’t willing to take the time to view a difficult email and will simply pass by it or delete it without another thought. To more consciously create emails that will work on any screen size, learn How to Optimize Email Content for Any Screen Size with this article by Jenny Degraff. If you focus on optimizing email design, content, and campaigns, you will be one step closer to a more successful email on all devices.
Most marketers are familiar with buyer personas and I’d like to think that they are comfortable enough with them to actually incorporate and use them, but the truth is many are not. At the most basic levels, the customer persona is just a baseline for understanding your audience. Since most audiences can be broken down into a variety of segments, why waste time trying to pitch a certain set of features of your product to a group that really could care less about those features? When you know what features your customers may be most interested in, you can tailor your message accordingly. This is exactly what customer personas allow marketers to do. Jayson DeMers explains how to develop and integrate personas for B2B marketers in his recent post “Are You Using Your B2B Marketing Personas Effectively?”. Do you use marketing personas in your marketing mix? Let us know in the comments below!
I think we have all heard the statement that “Content is King” but the real statement should be more along the lines of “Content is King but Context Rules The Kingdom”. The keys to marketing success these days lay much more in how well you align your content with your marketing automation and analytics. It is here that marketers will be able to pick up on the emerging trends that help guide effective decisions around where to place ads and spend precious marketing dollars. In Stephanie Miller‘s recent article “Content is King. Again. Still” she dives deep into this tactic to uncover insights that many may or may not have been aware of. She also dives into how to be more purposeful in your marketing which can be a key factor in determining your true ROI. What tactics have you found to be most effective? Let us know in the comments below.
A very wise man once told me that when a person buys a boat, the boat is actually one of the smallest parts of the equation. Smart people realize this and plan accordingly – others learn this the hard way and end up wasting quite a bit of their time and resources in the process. The same can be said of even the most well-defined marketing campaign as well. The initial ad budget is only a small part of the real cost of the campaign. Marketers need to remember that in addition to the cost of the actual ads, there may be a variety of other costs involved as well. These may range from creating the copy and the graphics to a fairly long list of other factors that may present themselves when you are least expecting it. In Shelly Kramer’s post “So You Have An Ad Budget. Now What?”, she gets down to the very basics and gives those who may be just starting out, or have very little experience in paid ad placement, a realistic view of just what to expect as they start to set up and run their ad campaigns. Have any tips or tricks to share from you own experience? Let us know in the comments below.
The popularity of content marketing as a tool for attracting customers has never been more popular with marketers. It should go without saying that anything that increases the awareness of your product or service with potential customers is a tactic that should not be ignored and content marketing fits this role perfectly. Providing potential customers with relevant information that they may find interesting or of value is one of the main reason content marketing works. You are providing a value to your site’s visitors and this is the added value that helps keep your business top of mind. Couple this valuable information with creative copy that compels a visitor to take an action and you now have a recipe for success. Jason Houck’s latest post “Content Marketing and How It Helps Small Businesses” runs through this and quite a bit more in his latest article. What tactics have you tried to increase the reach of your marketing dollar?
Unless, you have been living on some secluded island without Internet access for the past three to five years, you will have undoubtedly noticed the ever-increasing use of online video. As more and more video is produced and consumed online, some say it could top as much as 69% of all Internet traffic by 2017, companies that do not hop on the bandwagon and start working with video will be left behind. Video IS the future of content marketing and the sooner companies accept this and integrate this medium into their plans, the sooner they will start to reap the rewards. Chris Trimble’s article “Why online video is the future of content marketing” does a great job of diving into the reasons why marketers need to get involved NOW and start creating content that not only informs but engages and helps to create a connection. Check out what he has to say and let us know your comments in the space below.
“Quality content is 2014’s marketing call-to-action” so says Heidi Cohen in her new post “7 Tips To Avoid A Content Quality #FAIL”. The ability of marketers to effectively incorporate content marketing into their marketing plans may just prove to be more difficult than first thought. With some reports suggesting that up to 90% of companies doing some form of content marketing, marketers are having a tougher time breaking away from the online clutter and standing out from the rest. From my point of view, the three main reasons for all this content growth is the overall decline in the effectiveness of existing methods, the sheer number of screens marketers need to consider in their planning and the inevitable snowball effect from marketers re-using, re-creating and re-purposing their existing content. Read more about what Heidi has to say and leave us your thoughts in the comments below.
Did you know there are more mobile devices on the planet than there are people and just over 46% of Internet users choose mobile as their primary device to get online? Forward thinking marketers have seen this trend coming from a mile away while everyone else may be scrambling to play catch up. So what to do first? Just how do you go about rethinking your site and it’s content for a mobile enabled world? These questions and more are covered in Liz O’Neill’s post “Want To Make Your Content Mobile-Friendly? Answer These 3 Questions”.
2013 was the year every marketer became all too familiar with the term “content marketing” and as many hopped on the content marketing bandwagon, not everyone got it right. Interestingly enough, content marketing is nothing new at all and has been widely practiced for close to 100 years! Companies such as Sears, Woolworths and John Deere have been publishing content for their customers since the days of the horse drawn carriage and have been reaping the rewards ever since. The reason this has been so successful is the direct relationship that gets established between customer and company. The company can directly control the message, create the media and deliver the message directly to the client. With more and more content filling the online space; it leaves us wondering what may be next? Fergus Stoddart looks at these issues and more in his article “Has content marketing become the new Kool-Aid?”
Content marketers all over the world know that they need to create a powerful message if they are going to cut through the clutter and capture the attention of customers and prospects. Quality content is what people fall in love with, make a connection with and ultimately act upon. Unfortunately, many marketers get caught up in the process of trying to create something that is award winning rather than just focus what is needed to get the job done and do what is actually needed – expanding the number of prospects your sales team has to work with. In Jamie Cartwright’s post “In B2B Content Marketing, The Medium Is Still The Message”, she addresses this topic and explores how to balance quantity with quality as well as how to rethink your content delivery when ever possible.
You have your content marketing strategy all set and well integrated into your editorial calendar but just how do you measure the results? Rather than “spray and pray” just hoping to connect with the right viewers, you need to start measuring as many KPI’s as you can. Doing so will help you to determine exactly what is, and what is not, working. Unfortunately, the gap between publishing a piece of content and closing a sale makes this difficult at best. So which metrics should you focus on? That is exactly the topic covered in Alesia Krush’s post “Is Your Content Marketing a Failure? These Five Metrics Can Tell You”. If content marketing is part of what you do – you owe it to yourself to read this article as marketers of all abilities could learn something. What metrics have you found to be helpful? Let us know in the comments below.
It’s the start of a new year and you have decided that THIS is the year that you are going to start working with video. Now, that the decision has been made – just where do you start? There are a huge variety of video types that you may be interested in integrating into your marketing and an even larger number of ways to produce your masterpiece. Some people decide to outsource the production while others choose to take care of the filming in house. Which path you take will depend on how comfortable you are with the equipment and the resources you have available. However, before you even get to that point, you should step back and ask yourself “How good do our videos need to be, in order to achieve our strategic goals?” This is the question posed by Online Video Insider’s John Fitzgerald in his post “Who’s Going To Shoot Your Corporate Video”. When I’m working with clients, we run through many of the same exercises he presents here and I think this post will give anyone just starting out, a great point from which to start.
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