Archives for October 2015

12 Ways to Crush the Competition with Content from Events

Crush Competition Events

Creating engaging content on a consistent basis in the face of information overload pretty much sums up many of the top content marketing challenges companies are facing today.

Virtually every company in business is creating content of some kind and many of those same companies are attending industry conferences too. Imagine being able to solve a big part of your content marketing problems while getting even more value from industry event investments!

That’s what this post is about.

Here are 12 things you can do to create content before, during and after events in ways that will distance your content brand from the competition without adding new resources to your marketing team. That is, assuming your competition is not also reading this post.

How Does Katie Martell of Cintell MAKE Marketing Magic? #MPB2B

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Our biggest job as marketers is to lead customers to the conclusion that we are the best answer for their business problems. The first step in leading your customers down the logical path to choosing your company, is understanding who they are, what they care about and the things that impact their purchasing decisions.

Creating buyer personas can help you identify your best customers and create a marketing strategy that targets their needs. Recent research has found that incorporating buyer personas made websites 2 – 5 times more effective and easier to use by targeted users.

Online Marketing News: Twitter Tightens Up, In-App Indexing, Pinterest Improves Pinned Places

How Content Marketing Impacts Your Bottom Line

How Content Marketing Impacts Your Bottom Line [Infographic] – Take a closer look and outlined how content marketing can increase awareness, build trust, and convert leads — all important in driving consumers to the bottom of the funnel and ultimately having a positive impact on your bottom line. HubSpot

Twitter Cuts 8% Of Its Workforce – In Jack Dorsey’s first major action as CEO, Twitter has laid off 8% of its employees. Twitter said it is cutting 336 staff members, mostly from the product and engineering teams, in order to focus on the company’s top product priorities and become more efficient. CNN Money

Google: Shy Away From Repeating The Same Words On The Same Page Too Often – In a Google+ hangout from Friday, Google’s John Mueller addressed a common thing you see on some e-commerce sites, the repetitive nature of category landing pages. Search Engine Roundtable

Holiday Marketing Must Haves for Online Retailers [Checklist]

holiday-marketing-musthaves

The air is crisp and the leaves are falling which means that the holidays are just around the corner. And for many online retailers, the holiday season is the busiest (and most stressful) time of year. Proper planning can be the difference between a poor or pleasant experience for your customers, gift recipients and staff.

In 2014, overall online sales during the holiday season increased by 13.9% from the previous year and that number is only expected to increase in 2015. With holiday sales accounting for approximately a quarter of all online purchases during the year, it is essential that your business is prepared to take advantage of the opportunity and meet market demand.

Essential Skills for Modern Marketers

Modern Marketing Skills

Recently I gave a goals, vision, mission presentation internally at our agency and an important part of it centered around the marketing skills needed individually and collectively to reach our goals.

The basic analysis of the published skills of our own team in preparation for my presentation revealed we have a collective 700+ skills listed across nearly 30 marketers. While that is quite a robust array of skills, it is my belief that we can always do better.

The fast pace and changing nature of our industry is not for the faint of heart or for those that subscribe to mediocrity. What seemed advanced in marketing skills a few years ago has become 101 level today.

A Digital Marketing Odyssey: 20 Essential Lessons I Learned in my First 6 Months at TopRank Marketing

toprank-marketing-team

I used to be famous on the Internet. Now I’m writing content for TopRank Marketing. This is better.

Before starting at TopRank Marketing, I spent a decade working for my best friend from high school. We ran an online game, a passion project that somehow turned into a full-time gig for both of us. I made a comfortable living working from home, writing puns and pop culture references for an appreciative worldwide audience. I went to comic conventions, did interviews, traveled to London and Paris and was occasionally asked for my autograph in public.

Then the money ran out. I was 37 years old, with one kid in kindergarten and a second on the way. My unconventional resume made looking for work a tricky prospect. I signed up as a writer on freelance sites and balked at ads like, “need 30,000 word romance novel in which protagonists are sentient airplanes. $150.”

How Does Mark Schaefer MAKE Marketing Magic? #MPB2B

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If someone asked you what your mission is as a marketer, what would you say?

My response would go something like this: To create a meaningful connection with customers that engages them with my businesses and encourages them to take the next step in working with us. I’d venture to say that many of you out there would have a similar response. However, even with all of the tools at our disposal today, this mission is much easier said than done.

In fact, 60% of marketers are still struggling to produce engaging content, but 72% have it at the top of their list to focus on in the future.

Online Marketing News: Jack Is Back, Facebook Reacts, Reddit Gets Upvoted

Top 5 Brand Research Channels

Study: Top 5 Brand Research Channels [Infographic] – Search engines are the most popular brand research tool, especially among older consumers, while 4 in 10 turn to online reviews and nearly 30% use social networks, reveals a new study from GlobalWebIndex. See where they turn, from this infographic. GlobalWebIndex

Jack Dorsey Returns as Twitter CEO; Adam Bain Named COO – As many speculated, Jack Dorsey is back as Twitter’s CEO. Dorsey, has been the interim CEO of Twitter since July, after Dick Costolo stepped down. Twitter made the announcement early Monday morning. WSJ

Facebook Tops 2.5 Million Active Advertisers, Adds TV-Like Ad Buying – Facebook rolled into Advertising Week with news that it has reached the 2.5 million-advertiser milestone, along with a host of announcements. SocialTimes

Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers [eBook]

GroupHigh eBook CoverAh, the nostalgic memories of making new friends on the first day of class, the thrill of getting a new Trapper Keeper notebook and finding your place amongst your peers likely take most of us back to our school days.

Once you’re out of school, you realize that you don’t always have teachers by your side to help you plan for how to approach strategies like content marketing. There’s no lesson plan, pre-test or extra credit to help you figure everything out. And the true test comes from how much your audience likes (or doesn’t like) the content assets that you create. Which presents an opportunity to innovate your approach.

7 Tips For Deploying A Successful Ad Retargeting Strategy

ad-retargeting-examples

There is no replacement for a sound organic optimization strategy. However, there are many ways that you can augment your organic strategy, including paid search tactics. Ultimately, your job is to ensure that prospective and current customers have a good user experience and can find the information that they need quickly and efficiently.

One tactic that has gained steam in the past couple of years is ad retargeting. In fact, Criteo found that visitors that are retargeted with display ads are 70% more likely to convert on your website than those who are not.

To help you navigate through the sometimes daunting and complex approach that is ad retargeting, here are 7 tips to help ensure that your advertising dollars don’t go to waste.

Poll Results: Digital Marketing Priorities for Major Brands in 2016

Digital Marketing Priorities 2016It’s strategic marketing planning season for 2016 and digital marketers all over the world are navigating their way through organizational goals, data and the pulse of their communities to specify areas of focus for the coming year.

Much of what drives digital marketing strategy is a mix of business objectives and marketing priorities. Deciding on those priorities helps create a direct line of sight to what success looks like. Research from CMI/MarketingProfs shows that marketers with a clear idea of what success looks like are more successful.

But what are the top digital priorities for digital marketers in the coming year?

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B

hana-abaza-mprofs

Individuals that are new to B2B marketing often make the mistake of marketing to target businesses, instead of the individuals within the business. Unfortunately, more seasoned marketers are sometimes guilty of the same blunder. Understanding how best to target and personalize marketing isn’t always easy, and can require additional training and direction from industry experts.

The upcoming MarketingProfs B2B Marketing Forum (October 20 – 23) will help newbie and experienced B2B marketers alike find their way through the clutter to create marketing programs that truly speak to the needs of their customers. We had the fortunate opportunity to partner with MarketingProfs to bring you insights from some of the top speakers that will be presenting at the upcoming conference.