Most people who are in search of a product or service will actively self educate themselves prior to engaging the company that they think may have the solution they are interested in. As such, businesses are always on the look out for new and effective ways to help get potential customer into, and through, the sales funnel. Michael Kolowich, CEO of KnowledgeVision Systems, Inc. and Editor in Chief of OnlinePresentations.com, proposes the thought that a good content marketing program is the catalyst that helps move a customer through the system. In his recent article “Online Presentations For Your Sales Funnel”, Michael runs through a few areas that he believes are perfectly suited to benefit from the use of interactive online presentations. If you have started to use online presentations in your marketing, let us know how in the comments below.
The business use of video has exploded in the past year, and according to a white paper by YuMe, 48 percent of online viewers expected to watch more online video than they did last year. It’s no wonder that video is thriving like never before as businesses are rapidly working on catching up and trying to stay ahead of the technological curve. In Justin Park’s article “Tap Into the Thriving Video Content Scene: 5 Types of Brand Videos”, Justin covers some of the most popular uses of video for businesses. However, there is one use that is not on his list, and it is one we here at KnowledgeVision believe in greatly – online presentations. The use of video in online presentations is growing just as fast, if not faster than, plain video assets for businesses of all sizes. It allows for a greater degree of interactivity with your audience which results in a significantly more engaged audience. If you would like to learn more about online presentations, be sure to check out our new site OnlinePresentations.com for all the latest tips and tricks and examples. We love seeing other peoples work, so let us know in the comments below how your company uses video.
Content repurposing is one of the most effective and efficient ways to make the most of the content you already have. Just one piece of content can be divided up into multiple new pieces that can extend the ROI of the original work. Not only does this extend the reach of the original content but it can also be a way to customize it to focus on new verticals and audiences. Vertical Measures’ Arnie Kuenn, runs through all this and more in his article “Create Great Content? How to Get More From it Through Repurposing”. This article is a must read for anyone who needs to create content or is responsible maintaining your editorial calendar. Let us know your thoughts on how you repurpose your own content in the comments below.
In Susan Payton’s post “10 Cost-Effective Ideas to Market Your Business Online”, Susan outlines 10 cost effective methods that any business can implement to help market their small business. All the tactics listed are fairly easy to implement and we are not shy about our preference for all things video so we really like tip number six. In addition to “how to” videos, we would suggest some customer testimonials or even some online presentations that feature video. Be sure to check out her post if you are looking for ideas and if you need anymore ideas on how to use online presentations, check out our new site OnlinePresentations.com.
Getting viewers to your content is hard enough, but keeping them engaged and remembering the content afterwards is a whole other issue. For more memorable content, Heidi Cohen tells us why our content marketing requires a story. By turning your content into a story, you are able to make an emotional connection with the viewers so they will be more inclined to read the whole blog post or watch the whole video, and maybe even come back in the future to learn more. To make your content into a story, Heidi Cohen gives five actionable storytelling tips: understand basic story archetypes, create a strong protagonist, incorporate the basics, add a moral arc, and use rich details to be more realistic. Read the full article here for more about storytelling with content marketing and let us know what you think in the comments below.
Corporate learning, or knowledge transfer as author Ken Taylor prefers to call it, needs to be formalized with cutting edge tools. New tools will encourage a greater preservation of a company’s collective wisdom while enabling a faster, more effective sharing of information. In his new article, Can We Really Be That Bad at Knowledge Transfer? – Taylor takes a close look at a study his company conducted to review the effectiveness of Onboarding and Knowledge Transfer. When they looked at the existing “best practices” of the respondents, there were some rather telling trends that had become quite clear. These results are what prompted him to come to the conclusion that the process needs to be formalized in order to improve. You can read the post for more about the study conducted by Training Industry Inc., as well as Ken’s thoughts in the article. Let us know your thoughts in the comments below.
People typically visit a website to learn something or to buy something. With this in mind, your website needs to be set up in such a manner that visitors can find what they are looking for quickly and easily. If you are selling an item or a service, then you need to optimize for this action. Which brings us to the question: “Which is more important when optimizing for conversions: design or copy?” That is the question that FunnelEnvy’s Arun Sivashankaran addresses in his recent post, “40 Resources to Help You Write High-Converting Copy”. While both are critical to effective conversions, the copy is what will ultimately lead your visitors to the call to action. Optimizing the copy to go from just effective, to highly effective, can definitely leave you feeling lost without the right resources to refer to. His article covers 40 principles of high converting copywriting to help get you right back on track quickly. Let us know your thoughts on this in the comments below.
Maddie Hammond is a marketing executive at Skeleton Productions - one of the UK’s leading video production companies. In her recent blog post “The Steps to Developing Your Video Campaign” she runs through what she considers to be the top four items to cover when starting a video campaign. Unlike other static mediums, video allows you to connect with your viewers like never before. This connection fosters a far more engaging and interactive relationship that helps to build a stronger connection with your existing and potential customers. One of the building blocks of any good marketing campaign is the ability to understand your target market and getting them to engage with your brand. With video marketing, this understanding is critical to determining the content you need to deliver and how you go about creating it.
Read the full article here and let us know what you think in the comments below.
Just what is content marketing and how does it apply to building business and brand? This is the question that 3H’s Miriam Hara asks and goes on to answer in her recent post “Content Marketing for Business: 3 Reasons To Do It”. Building relationships has always been one of the cornerstones of business, but in the past that relationship was centered around how to engage the customer with the intent of selling an item or a service. These days, this relationship is far less about actively trying to make a sale, as it is to offer up relevant information that the customer may be looking for. In short, content marketing is much more about supplying information and knowledge with no expectation of anything in return. Read more about Miriam’s thoughts on her post and let us know what you think in the comments.
With November starting, I bring you another spotlight on Content Marketing. Take a look at 20 of my personal favorites in content marketing articles from October. From the introduction of Twitter’s Scheduled Tweets to tips on marketing through mobile, podcasts, video, social media, and examples from the best (and worst), these articles should give you lots of ideas on new content marketing approaches for your own business in November.
2014 B2B Content Marketing Research: Strategy is Key to Effectiveness by Joe Pulizi (October 1, 2013)
Content Marketing Institute, Marketing Profs, and Brightcove just released their fourth annual 2014 B2B Content Marketing Benchmarks, Budgets, and Trends-North America report. This article has tons of charts and explanations on why these content marketing statistics matter. Read the entire report or take a look at the key findings highlighted in this article. Read More »
There are a number of things people will tell you to keep in mind as you are setting out to film your masterpiece and I’ll be the first to admit – not all of it is necessarily warranted. Everyone seems to have their own list of what to do and not to do and at times it can be a bit confusing. With this in mind I asked our company’s CEO and founder, Michael Kolowich, about what he suggests. He has decades of experience under his belt and loves to talk about the subject of online video. The following is a list of five key points he thought would be of the most interest to people who are working with video. Read More »
It wasn’t all too long ago that online presentations were rather rudimentary versions of just audio over PowerPoint. As video has become more and more prevalent in today’s business world, online presentations featuring this medium are now beginning to take off, providing us with a wealth of new options. Unfortunately, not everyone can channel their inner newscaster and know just what to do, or not do, when setting up and filming an online presentation. Here are five tips to keep in mind when you go about creating your new masterpiece: Read More »
Facebook Pages have always presented some interesting challenges for marketers who need to get their content seen. Just because you have 5,000 followers does NOT mean that all of those people are going to see what you post. In fact, the numbers are always dramatically smaller.
Facebook has always been refining its EdgeRank algorithm to help serve up the most relevant content while keeping the clutter out of your newsfeed. This algorithm was mostly concerned with the freshness of the content as well as a few other items that factored into the mix. As with everything in the tech world, things are in a constant state of flux and this algorithm has definitely not been immune. Facebook has now let the world know that EdgeRank is out and Story Bumping is now in. Read More »
More than 1 billion unique users watch over 6 billion hours of video each month on YouTube. That’s almost an hour for every person on Earth, and 50% more than last year alone. According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network. If you think that was an astounding figure, the Internet analytics company comScore Inc, reports that the average Internet user watches an unbelievable 265 videos each month. Now, I’m not so sure about the last statistic as I know I certainly don’t watch 8 or more videos each day, but the fact remains the same – online video is now HUGE and it’s only getting bigger.
Video engages viewers in a manner that text and photos just can’t match. Business owners are beginning to realize that video is not just for entertainment anymore and are using it for sales enablement, training, marketing and much, much more. Video allows a company’s subject matter experts to engage with clients and potential customers allowing for a significantly greater level of interaction and personality. Read More »
While many small businesses are finding that social media has been a huge factor in their marketing success, there are even more that are so frustrated by their attempts that they end up giving up and declaring the tactic a bust. The real issue here is that many, if not most, of the businesses who give up on social are doing so because they feel as though they are not getting a worthwhile return on investment. There are obviously a number of reasons for this, but when I ask about how social fits into their strategy, I hear again and again from people that social has not been a priority for them. Unfortunately, by not including social in their overall strategy, they are missing out on a very large opportunity. Successful businesses include social, mobile and other tactics to reach their customers when, where and how they want to be reached.
Since there are a large number of networks that businesses can become a part of, it is always wise to sit back and map out what factors you care about as key performance indicators (KPI’s) before you start to pour any resources into a social network. These KPI’s can help guide you in making critical decisions regarding what platforms you use as well as where and when you post, tweet or pin. For example, if you were a B2C company selling products aimed at a certain demographic, you would be wise to investigate which networks are most popular to that group. In this case, and without spreading yourself too thin, Facebook and Twitter may be the best options with YouTube, Vine or Tumblr as a secondary network. Likewise, a B2B company would probably do well to focus on LinkedIn and Twitter as primary networks, and one or two others such as SlideShare or Pinterest as secondary networks. Read More »
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