As an Internet marketer I am always on the hunt for new content marketing tools that can increase my efficiencies and improve engagement with my audience. I cannot begin to express how valuable content curation can be if done right. It will allow you tap into and respond to what people are searching for, what they like to read and share, what influences their buying decisions and so on. In my search for a new means of marketing I came across a tool called Scoop.It. Below I have detailed my review of this tool including some of it’s cool features.
We’ve all received them and we’ve all sent them. They can be given but they can’t be taken back. It’s a single action that can cause people to unfriend, unfollow, or unsubscribe. What are they? Emails! Emails can inspire, engage, or excite your prospects or customers but can have the opposite effect of what you were aiming for if you don’t follow some simple rules.
Creating an effective email marketing campaign is not always an easy task. However, there are a few things to keep in mind that may help take some of the fear out of launching your own campaign. Not every campaign will be successful but if you’re good about analyzing results, admitting shortcomings and making changes, who says you can’t learn from your mistakes?
The morning keynote speaker for the 2011 MIMA Summit was none other than Avinash Kaushik co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google. Avinash was a very funny and engaging speaker. Nothing was off limits during his keynote. Caught in the crosshairs of Avinash’s presentations were what he called “small” local companies (General Mills, 3M, etc) that dared to provide a “less than ideal” user experience.
Innovation was the topic of the morning’s keynote, ranging from which companies are a good (and bad) example of implementing innovation to proper metrics to show success.
What Are the 3 Definitions of Innovation?
“Build it and they will come”.
It’s a well-known and often over-used quote from the movie, “Field of Dreams”, used to describe the fallacy of great content as a marketing tool. In my opinion, great content isn’t great until someone shares it. And they share it with their friends, and so on and so on.
With content marketing, great content is the beginning not the end objective. An effective content marketing strategy includes information about target buyer personas, search keywords and social topics, an editorial plan and a plan for promoting all the high quality content being created. Today’s Internet and social web are full of information overload. Buyers can easily be distracted and so it’s important to stand out and stay connected.
Imagine this scenario: Company XYZ has developed a great business creating products and services, developing marketing programs that explain the features and benefits of those offerings and making sales. The mix of SEO, advertising and newsletter is focused on explaining the solutions offered with the intention of educating and persuading prospects to buy. This is the way it’s been done in the past and it’s what current marketing programs are based on. Pretty common right?
But let’s also imagine in our hypothetical situation that sales growth has started to slow down or even slumped. Competitors are starting to eclipse Company XYZ in search results, the blog doesn’t really get many shares, likes, links or comments and it’s nothing but crickets chipring on the Facebook Fan page, on Twitter and the YouTube channel. The staff responsible for creating content are running out of ideas. Seem familiar?
The last session of the day on the last day of SES London was on Social Media in the Marketing Mix with Kristjan Hauksson of Nordic eMarketing in Iceland and Mel Carson of Microsoft in London.
Kristjan started things off: What happens when a volcano goes wrong? He recounted the situation last year when Eyjafjallajokul erupted (say that 3 times fast – I dare you) and so much ash spread into the atmosphere that hundreds of planes were grounded from flying. This, you can imagine, had a dulling effect on Icelandic tourism. Iceland regularly has more tourists than there are people who live there.
Understand that everything we do in broadcast and digital needs to take advantage of all channels available.
Social media marketing presents challenges for every company in defining the appropriate voice for the brand and how to engage. However, some companies are forced to work within much stricter guidelines such as those in heavily regulated industries. Does that mean social media shouldn’t be part of the marketing and communications mix? No.
Companies that are using fear of regulations or lack of guidance as an excuse to sit on the social media sidelines are missing out on important opportunities to enhance their online presence and connect with their customers. Fear should never be the driving factor for a business.
Pharmaceutical marketing is highly regulated by the FDA and the Division of Drug Marketing and Communications (DDMAC). Pharma marketing is extremely competitive and lacking in clear social media boundaries based on current regulatory guidance.
First of all, please wish TopRank’s Online Marketing Blog a Happy 7th Birthday!
It was 7 years ago today that I started this blog as an experiment to document industry news and develop my writing skills. With the help of many different people, it’s turned into quite a bit more than that.
THANK YOU for reading, sharing and contributing your insights. They are all very much appreciated and help fuel the continued publishing of this blog after thousands of posts: 2,496 to be exact and I’ve had the privilege of writing 2,075 of them.
The year 2010 provided to be one of focus on Social Media and Content Marketing topics over our past emphasis on SEO and Online PR. All are great topics in the online marketing mix, but as you’ll see below, readers are eating up social media content as fast as they can get it.
Being the good content marketers that we are, you may have noticed that TopRank Marketing has recently been publishing a monthly Online Marketing Newsletter called “Tips from the Top”. While we haven’t done a lot to promote, thousands of subscribers have joined in a pretty short period of time.
I’ve started newsletters several times in the 10 or so years we’ve had this agency but it’s the most recent effort that has really resonated with readers. We’re learning as we go and fine tuning to make it better.
The editorial mix is currently a collection of:
- Industry News to Know – This usually follows a theme and for October, it’s “Social Commerce“.
- Digital Marketing Tips – A collection of timely “how to” articles from across the web.
B2B Marketing offers a variety of choices for reaching customers wherever they are in the buying cycle. Make no mistake, buyer behaviors towards information discovery, consumption and sharing online have been significantly affected by changes in social technology.
At a conference I recently spoke at, an attendee made a statement that social media only works for consumer marketing. The reality many marketers forget, is that B2B buyers are people too. They have the same social needs and influences as anyone else. Social media, in my opinion and experience, is a great fit for business to business marketing.
TopRank Online Marketing CEO Lee Odden gave a solo presentation at Search Engine Strategies 2010 on content marketing optimization. Following is a summary of Lee’s comprehensive presentation including 10 essential steps for your organization to achieve success.
The core of any search or social media marketing program focuses on content. But what exactly is content marketing? It’s creating and distributing relevant content to attract, acquire and engage customers which you know detailed information about.
It’s different than search – where you’re seeking in-demand phrases and creating content. In content marketing, which grew out of the B2B marketing space, you’re developing personas. In addition to this you should activate the intersection of search and content marketing.
Sponsored by JenKaneCo, well known social media evangelist Brian Solis recently gave a presentation to an enthusiastic group of marketers in downtown Minneapolis to introduce the concepts behind his new book: Engage! The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web. The following is an overview of his presentation:
Relations vs. Relationships
There’s something interesting that’s happening right now on the web: relations are starting to matter more than relationships. The key lesson for marketers, and what the rest of this overview discusses, is that people will engage around content that compels them in networks where that content spreads.