marketing-strategy

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

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).

Why Your Business Needs a Content Marketing Strategy

social media contentGoogle sites handle about 88 billion searches each month. YouTube is the second most popular search engine second only to Google. Facebook is now over 600 million users. Twitter has nearly 200 million accounts. LinkedIn is at 101 million users and FourSquare grew 3,400% in 2010.

The variety of options for customer marketing and engagement ranging from social media to SEO to email marketing to online advertising can be overwhelming. As a result, some of the most common online marketing questions I hear from client side marketers revolve around, “How to decide which tactics are best?”

Answering that question starts with a clear understanding of goals, customers and a flexible online marketing strategy that assembles the right mix of tactics and measurement practices. Most companies are looking for more customers and to retain those they have, but the question is,

Optimizing Business Communications for Search

One of the things that often happens with people in the search marketing industry is that after being in the business for a while and attaining a certain level of expertise, it becomes easy to take for granted that not everyone in marketing and business is consuming and digesting as much information. References to strategies and certain tactics do not have the same meaning, because of the dependencies on previous knowledge.

This happens with SEO or search engine optimization pretty easily. Chasing after the next “silver bullet”, whether it’s SEO and PR, social media, social networking or personalized search, can distract marketers from what’s important. The search marketing industry is one that can be counted on to change on a regular basis. Strategies, tactics and best practices will emerge as new channels of distribution evolve and consumer search behaviors change. Just look at the shift from offline news consumption and traditional media to online as an example.