Archives for May 2017

#CMWorld Interview: Amanda Todorovich Dishes on Creating Impactful Content for Healthcare

Each year, Content Marketing World receives hundreds of nominations for the coveted Content Marketer of the Year award. Past winners include Vishal Khanna of Wake Forest Innovations (2015), Bryan Rhoads, Intel Digital Media Labs (2014) and Julie Fleischer of Kraft Foods Group (2013).

In 2016, this award went to another truly deserving content marketer, Amanda Todorovich Director of Content Marketing, Cleveland Clinic. Amanda and her team at the Cleveland Clinic have proven that content marketing really works for healthcare organizations. In fact, their blog has been named as the most visited hospital blog in the entire country!

If you’re like me, you likely wondered “How does she do it?”. Fortunately for you (and myself), I was able to steal away some of Amanda’s valuable time to gain insights into everything from how her team has managed to develop such a successful content strategy to what an average day looks like in her world.

Digital Marketing News: Generational Social Media, QR Code Comeback and Bing’s Chatbots

Social Media Use by Generation [Infographic]
Preferences vary by generation – this certainly isn’t a well kept secret in the marketing world. So how do you create a message, and choose a medium, that will resonate with your target audience? This infographic shares some ideas. MarketingProfs

Pinterest’s object-recognizing Lens feature now scans QR codes, too
QR codes, like the common cold, never seem to really go away. Pinterest announced this week that their Lens feature will now allow users to scan QR codes that lead to web pages within the Pinterest app, eliminating the need to download a special app to do so. MarketingLand

#CMWorld Interview: Adele Revella Weighs In On Connecting B2B Content to Customers

The 2017 Content Marketing Institute and MarketingProfs B2B content marketing research uncovered some fascinating insights this year. One of the most interesting aspects of this research was the techniques B2B marketers are leveraging to better understand their target audiences.

And the techniques they aren’t using.

When asked which techniques they used to better understand their target audience(s) for content marketing purposes, “Auditing Existing Buyer Data” didn’t even crack the top ten (at 24% of respondents). Now there’s a real head-scratcher.

So what were the top 3?

  • Website analysis (58%)
  • Keyword search (57%)
  • Employee feedback (50%)

While all of these techniques are wonderfully helpful, I’d gamble they aren’t giving B2B marketers the ammunition they need when it comes time to flesh out an editorial calendar.

New eBook: 30 Essential Ingredients to Stock Your Content Marketing Kitchen

My mother was the chief cook in our household. It was a thankless job. Her customers were three kids with radically different ideas about what was edible and what was, like, totally grody.

When we asked what was for dinner—one of her least favorite questions—she would frequently answer, “Well, we could make peanut butter sandwiches, if we had any bread. Or any peanut butter.”

In other words, regardless of what your diners are craving, you can only make what you have the ingredients to make.

Mom’s little proverb holds true for content marketing, too. We have finnicky readers to please, people who won’t settle for filet mignon when they really want a classic PB&J. They’re increasingly demanding a more personalized menu: Research shows that over 200 million people use ad blockers to cut out content that isn’t to their taste. To make a crowd-pleasing recipe, you have to stock the right ingredients.

5 Helpful Tips to Inspire Employee Advocacy on Social Media

When it comes to building out your brand’s social media marketing strategy, one of your primary objectives is crafting a multi-channel amplification plan for sharing content that raises awareness, fosters engagement, and ultimately helps drive new leads. For many, this means mapping tactics and time to specific brand-owned social channels.

But there may be one tactic and channel that’s missing from your mix: your employees and their respective social networks. Or to attach a marketing buzzword to this—employee advocacy.

Your employees are one of your most powerful social media marketing tools. They’re the people behind your brand, working hard to support your company’s mission and help achieve your business goals. They’re the people who have first-hand insights into your company’s culture, and the quality of your products or services. They’re the people who can lend some real credibility and authenticity to your marketing efforts.

New Content Planning Report: Is Your Content Planning a Smashing Success or Misadventure?

It wasn’t too long ago that many brands were hesitant to truly incorporate content into their marketing mix. Instead, they focused solely on website copy, SEO, PR and Digital Advertising.

Today however, if someone told you that they aren’t “doing” content, they’d likely receive a befuddled look in response. Content (and especially great content) have become the cornerstone of most digital marketing programs.

But even though brands have jumped on the content bandwagon, that doesn’t always mean that they’re successfully incorporating content into their marketing. The cause? What it really boils down to is a lack of planning.

In order to tackle some of today’s top challenges and opportunities head on, our client DivvyHQ recently conducted a survey of marketers to uncover what’s working, and what’s not.

Digital Marketing News: Power of Brand Affinity, Digital Ad Revenue Beats TV & Instagram Influencers

Consumers Connecting with Companies and the Power of Brand Affinity [Infographic]
A new infographic reveals the top reasons why consumers feel connectied with brands and the results are telling. Affinity comes when consumers feel that a brand cares about people like themselves, and when the company is run by people like themselves. Social Media Today

Desktop and Mobile Ad Revenue Surpasses TV for the First Time
The IAB reports that in 2016, for the first time, desktop and mobile advertising revenue surpassed TV advertising revenue. Digital revenue grew by 22% year-over-year, with digital video ad revenue growing by 53% and mobile video revenue growing by 145%. Advertising Age

We Answer 5 Common Questions People Have About Social Media Marketing

Like brushing our teeth or brewing a morning cup of coffee, checking in on what’s happening within our social networks has become part of the daily routine for most of us. In fact, 30% of all time spent online is on social networks, according to GlobalWebIndex (GWI).

As a result, social media has also become a routine marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create another vital touch point in the changing customer journey.

But as the social media landscape continues to evolve, both green and seasoned marketing professionals are constantly searching for answers on how they can best leverage social media within their organizations’ marketing strategies.

In-Flight Content Guide: Prepping for Your Content Marketing Expedition to #CMWorld

Content Marketing World is closer than you might think and there are so many items to plan for before jet setting to Cleveland in September. Are your bags and business cards packed? Got snacks and supplies for the flight? Uploaded a new oh-so-dapper Twitter photo? And what about picking a track, and some favorite speakers?

To help you prepare for the what you’ll learn (or give you some helpful insights if you’re unable to attend), TopRank Marketing and Content Marketing Institute have partnered to bring you insights from 14 of our most talented “content crew members” that will be speaking at this years conference.

Why?

Well, according to the latest joint CMI and MarketingProfs research, a full 89% of B2B marketers, and 86% of B2C marketers utilize content marketing.

Feeling Stuck? 5 Tips to Restart your Content-Creating Brain

Blank space: Great when it’s a song by Taylor Swift, not so great in content marketing.

No, wait. I already used that analogy. Now I need a clever new intro to this post about overcoming writer’s block and resetting your content brain. I’m staring at a white screen, trying to put words together, intimidated by all that blank space.

Hey, that’s like the Taylor Swift song… no, wait.

If you’re a content creator, the previous two paragraphs likely sound familiar. There are few things more intimidating to a writer than an empty page. Sometimes, despite your best efforts—the caffeine, the snacks, the just-right Spotify playlist—your content-creating brain just won’t turn over.

It’s almost like humans weren’t meant to sit at a desk in front of 1-3 huge monitors all day long, isn’t it?

15 Inspiring & Actionable Social Media Marketing Tips for the Modern Marketer

After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.

Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.

If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.

Know What You Want to Accomplish

Without a clear strategy in place, tools won’t make any difference to you. @IanCleary Click To Tweet

Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.