Caitlin Burgess

3 Ways Digital Advertising Gives Tactical Support to Your Content Marketing Mission

Caitlin Burgess on Feb 29th, 2016     Digital Marketing, Online Advertising

digital-advertising-content-marketing-mission

In today’s digital, content-saturated world, it’s no secret that we marketers are all battling to connect, engage and inspire action from our respective audiences. As a result, having an integrated content marketing strategy is of paramount importance.

As a matter of fact, 80% of B2B marketers have some sort of content marketing strategy in place, according to the Content Marketing Institute and MarketingProfs.

But, the question is: Are you using all the weapons in your content marketing arsenal?

Including digital advertising such as paid search ads, boosted social posts or remarketing in your tactical mix can help you hit your target. How? Well, consider the following facts and stats:

Tiffani Allen

Online Marketing News: Pinterest Matters, Google Loses Sidebar Ads and Facebook Reacts

Tiffani Allen on Feb 26th, 2016     Online Marketing, Online Marketing News

Why Pinterest Matters to Marketing_600x350

Why Pinterest Matters to Marketing [Infographic]
Did you know that Pinterest is the third most popular social network in the US, behind Facebook and Twitter? That statistic came as a surprise to me. But what isn’t surprising is the rise in brands that are using Pinterest as part of their social and content marketing strategy. While the platform is easy to use and visually appealing, there’s more to using the platform effectively than meets the eye. This infographic details the demographics of the Pinterest audience, the best time to post, and even what post categories work best on which days. WebpageFX

Caitlin Burgess

Is Your Digital Marketing Strategy Red Carpet Worthy?

Caitlin Burgess on Feb 25th, 2016     Digital Marketing, Online Marketing

red-carpet-worthy

The music. The movies. The stars. The glitz. The glam. And, of course, the flawless—or sometimes flawed—red carpet looks.

Oh yes. It’s Oscar Season.

What’s been dubbed as “Hollywood’s Biggest Night” is set for the eve of Sunday, Feb. 28. And while watching one of your favorite stars take home a golden statue can be exciting, it seems like the one thing people are most eager to see are the gorgeous looks stars are rocking on the red carpet.

But looking radiant on the red carpet isn’t just about finding the perfect shoes or the perfect dress or having every hair in place. It’s about the entire ensemble working together to pull off the perfection to make you unforgettable.

Joshua Nite

Empathy in Content Marketing: Three Stories to Tell Your Audience

Joshua Nite on Feb 24th, 2016     Content Marketing

content-marketing-empathy

You are (presumably) a person. The people you are trying to reach with your brand’s message are, amazingly, people as well. Content works better when it comes from a place of empathy—that is, when you know your audience and can speak to them on a personal level.

For example, I can use my astounding powers of empathy to read your mind right now. “For crying out loud,” you’re saying, “tell me something I don’t know, Nite. I know what empathy is. I know it makes marketing better. Quit wasting my time!”

See? It’s like magic.

Empathy starts with a deep understanding of your audience, gained by social listening, interviews, and persona-building. But you can have a deep understanding of your audience and still fail to tell the stories that will engage them. When you use the insight you have to tell a story that resonates, that’s empathy in action.

Ashley Zeckman

Heidi Bullock of Marketo Helps Uncover Ways to Engage Self-Directed Buyers

Ashley Zeckman on Feb 23rd, 2016     Content Marketing, Marketing PR Conferences, Online Marketing

heidi-bullock-marketo

Last week at the Content2Conversion conference, Heidi Bullock, VP of Demand Generation at Marketo took the stage and covered a topic that is top of mind for all marketers. That is, how to create the right message at the right time to meet the needs of customers.

Today’s self-directed buyers typically go through up to 90% of their purchasing journey on their own. Which means that marketers need to find a way to build credibility, without even speaking with customers directly. Below we’ll discover some best practices for creating engaging to better meet the needs of self-directed buyers.

Content Marketing for Self-Directed Buyers

According to a 2016 report from MarketingProfs and Content Marketing Institute, B2B marketers list “producing engaging content” as their top challenge, followed closely by “measuring content effectiveness” and “producing content consistently”. To help with this top need, Heidi provided a formula for creating engaging content:

Knute Sands

Lee Odden Educates B2B Marketers on SEO for Content Marketing

Knute Sands on Feb 22nd, 2016     B2B Marketing, Online Marketing, SEO

As content marketing professionals, most of us would consider SEO a highly technical domain. Best leave that to the real nerds, right? Wrong. Google, Bing and all the other search engines have significantly altered their algorithms in the past few years. And these changes continue to favor the highest quality content, often rewarding smart content marketers with first position rankings.

With a bit of SEO sweet sauce, your content marketing sandwich will taste much better to search engines, and users too. Below, I will explore 4 major themes from TopRank Marketing CEO, Lee Odden’s recent Content2Conversion talk on SEO for Content Marketers, including:

  • The State of SEO in 2016
  • Understanding Self-Directed Buyer Behavior
  • How to, “Be The Best Answer”
  • How to Create Smarter Integrated SEO Content for The Web
Knute Sands

Content Marketing Lessons from Netflix: 5 Steps for Feeding the Content Beast From David Bruno

Knute Sands on Feb 19th, 2016     B2B Marketing, Brand Journalism, Content Marketing, Online Marketing

content-marketing-lessons-netflix

With more than 25 years of experience on the front lines of creative campaign development, David Bruno knows that, “content marketing” has been around for a long time, in one form or another.

During his Content2Conversion session, “Feeding the Content Beast” this past Wednesday, he artfully explained how content marketers can apply lessons from Netflix to their marketing.

Is Netflix “Content Marketing?”

Let’s back up. Many marketers wouldn’t consider Netflix a tale of content marketing success. Content marketing, they would argue, is meant to produce leads – and business results. Netflix is entertainment, not content marketing. Or, so the logic goes.

David argued (and I agree), that Netflix is a content marketing powerhouse. They mine user data, produce original content for a clearly-defined audience, and definitely drive profitable customer action. Consider the relationship between original content production, subscriber growth, and most importantly company profit:

Tiffani Allen

Online Marketing News: Mobile is Fruitful for Email, the Popularity of Influencer Marketing, and Digital Shopping Trends

Tiffani Allen on Feb 19th, 2016     Online Marketing, Online Marketing News

Mobile is fruitful for email marketing

Mobile Proves to Be Fruitful for Email [Infographic]
Anyone who owns a smartphone will not be surprised to learn that more and more people are opening and interacting with email through their mobile device. The opening statement of the writeup accompanying this infographic says it all: “The mobile channel produces fertile results in terms of email opens and read time.” So what does that mean for digital marketers? At the risk of sounding like a broken record, this reiterates the importance of focusing on designing for mobile first. That is, thinking in terms of what would look good on mobile, whether an image will look right, and whether the content will be as functional across devices. This is especially important when it comes to email, you’re sending something to somebody’s inbox which inevitably will result in some kind of notification — it should be worth it for them to open the message and see what’s inside. Direct Marketing News

Knute Sands

Marketing Strategy Secret Sauce: Exploring Nasdaq’s Brand + Content Marketing Overhaul

Knute Sands on Feb 18th, 2016     B2B Marketing, Content Marketing, Digital Marketing

Nasdaq-Content

The financial sector is littered with marketing strategy failures. Don’t count Nasdaq them. First-time Content2Conversion speaker Jeremy Skule delivered a keynote that explored how Nasdaq used a combination of branding and content marketing to unlock an amazing marketing strategy (and results) for the brand. How did they do it? A well-timed one-two punch of brand overhaul and content marketing.

Below, I outline the secret sauce that made this amazing tale of B2B content marketing possible.

1. Using Vision, Voice & Visibility To Pivot the Brand

Just two years ago, Nasdaq was known primarily as a premium stock exchange listing brand. From a marketing perspective, the trouble was that less than 10% of company revenue came from their listing services. Nasdaq offered technology solutions, market performance tracking, market intelligence among many other services (which made up the other 90% of revenue).

Knute Sands

The New Rules & Realities of Sales & Marketing

Knute Sands on Feb 17th, 2016     B2B Marketing, Marketing PR Conferences

“The biggest mistake I see with marketing is companies talk too much about their own products and services.”

As the author of 7 books, David Meerman Scott brings tremendous knowledge, real-world insights and infectious energy to the stage. As yesterday’s opening keynote at Content2Conversion in Scottsdale, David challenged the audience to set the bar higher with their content marketing efforts. In his own words, “B2B doesn’t have to stand for Be-Too-Boring.” I couldn’t agree more!

Below I share a few of Scott’s New Rules, including how the B2B buying process has changed, the importance of real-time engagement, and how content marketing just might land you on an Antarctic journey.

Joshua Nite

Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content

Joshua Nite on Feb 16th, 2016     Blog Marketing, Blogging, Content Marketing

content-marketing-inspiration

Creative inspiration is like a butterfly: It’s beautiful from a distance, but full of weird insect parts up close.

Sorry, let me try that again. Creative inspiration is like a butterfly: Sometimes it seems like no matter how far you stretch, it flutters above your head, beautiful but just out of reach. Sure, you could sit perfectly still and wait for it to land, but your editorial calendar beckons. Few marketers have the free time to truly find their creative space. At the same time, you know that content with that creative spark will be far more compelling.

The next time your creative butterfly just won’t sit still long enough for you to get a good look at it, grab your butterfly net of proactivity and go after it. Here are five ways to get inspired when you’re stuck.

Ashley Zeckman

5 Steps to Perfecting Your Influencer Marketing Waltz

Ashley Zeckman on Feb 15th, 2016     Content Marketing, Influencer Marketing

influencer-marketing-waltz

A well-performed waltz can move those watching it unfold on the dance floor. The audience can get caught up in the seemingly intricate steps and the flow with which the dancers move.

However, one small misstep can change the entire vibe for both the audiences and the dancers. As with dancing, influencer marketing can be both beautiful, and filled with stumbling blocks.

Influencer marketing has become a much larger part of the way that successful brands approach digital marketing. In fact, a recent study from McKinsey found that influencer marketing (which falls under Word of Mouth marketing) shows an average of a 37% higher retention rate and twice the amount of sales when compared to paid advertising on its own.