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November 7, 2012 by Tracy Sestili Social media is now the most popular content marketing tactic, replacing articles in the number one spot, according to a recent 2013 B2B Content Marketing benchmarks, budgets, and trends by MarketingProfs. This year, B2B marketers are struggling with producing enough content, rather than producing engaging content. This one is always a tough nut to crack because it’s dependent on the platforms you share your content on.
Also visually appealing content draws people in, which is why videos and images are essential for capturing and engaging readers.
Repurposing content or slicing and dicing existing content into pieces is the cheapest way to create new content at little to zero cost. The overall purpose of a data warehouse is to integrate corporate data from various internal and external sources. POSSIBLE is a creative agency that brings results-driven digital solutions to some of the world’s most dynamic brands. When I spoke to the POSSIBLE team they reported this free demo introduced them to a data warehouse automation tool from TimeXtender.
As my colleague Richard Petley likes to say, “Data is the lifeblood of the digital economy.” It can provide insight, inform decisions and deepen relationships, and drive competitive advantage, but only if it’s managed in an agile and adaptable way. So the next time you find yourself complaining about the problem with big data, stop talking and start researching the modern data warehouse and data warehouse automation. This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Storytelling Gone Wild: The Key to Creating Viral Content. Connect with Emotion – This is the key to being memorable and getting that story to go viral! Know your Audience – everyone loves kittens and puppies but you would never leverage them if your audience was B2B Execs!
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Social Listening: Harness Marketing Insights from Consumer Conversations. Our next webinar is titled Storytelling Gone Wild: The Key to Creating Viral Content be sure to sign up for it or view the schedule of other upcoming webinars here.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Omni-Channel Marketing: Creating the Right Mix for Your Brand. Our next webinar is titled Social Listening: Harness Marketing Insights from Consumer Conversations be sure to sign up for it or view the schedule of other upcoming webinars here.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of The ROI of Influencer Marketing. Our next webinar is titled Omni-Channel Marketing: Creating the Right Mix for Your Brand be sure to sign up for it or view the schedule of other upcoming webinars here.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of How Does Social Listening Change the Way You Do Business (and Create ROI)?
Our next webinar is titled The ROI of Influencer Marketing; be sure to sign up for it or view the schedule of other upcoming webinars here. The year 2016 is gearing up to be a game-changer in the realm of marketing and across several categories, and if one wants to survive in this ever-evolving landscape, it’s vital to take a close look at what’s coming.
We queried several of these marketing influences for their thoughts and predictions on the direction of marketing in 2016.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of From Community to Commerce: Making the ROI Connection. Our next webinar is titled Making the Case for Employee Advocacy At Your Firm; be sure to sign up for it or view the schedule of other upcoming webinars here. Here is a recent interview with my new friend, Gregg Thaler, is a self-professed data quality junkie and the Chief Revenue Officer of RingLead. So, there’s another category of bad lists and those are the lists that are purchased from vendors. PD:     What would you say is one of the biggest mistakes you see B2B marketers making when it comes to data?
So often marketers come to us, and their hair is on fire they’ve got to dedupe their database right now. I am completely convinced that data standardization is the single most impactful action, a unique foundation-level enabler that marketers and sales professionals can take to optimize their data for revenue performance and their applications for speed, accuracy and efficient operation.
Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. We had this graphic on a Post-It note in our office for months and published it in March 2012. Though we're fans of Eloqua's Content Grid, which inspired this, we think it's a little too 'B2B' orientated, and their v2 is pretty complicated. Our matrix, is structured to help you think through the dimensions of different content based on how your audience might think and what you're trying to achieve as a business. When reviewing the potential of each content type, you should also think about its potential to attract inbound links to your site to help with SEO. We've grouped all our infographics as a free download if you'd like to print or view enlarged versions. For our round-up of all the Smart InsightsA infographics we've included a spin-off from our original 2012 Content Marketing matrix based on a collaboration with Hubspot to create a Content Marketing Planning Template. I have to say that I love this content matrix and it has certainly pulled things into sharp perspective!
I’d say that often B2B is bottom left quadrant = play it safe, but the matrix should prompt marketers to think more top left where there is likely to be more cut through. Thanks Anna – glad to inspire at the right time and the comments inspire us to create more similar tools.
Normally I just read this content from my RSS, but I wanted to follow through to this post and comment to let you know that this is fantastic! Marketing is defined as a process of communicating with an audience in order to inform them about various products or services which would be of benefit to them. Social media is not the “new kid on the block” anymore, but it is one of the newest DM strategies. Online press releases are very similar to the traditional ones, but the audience is much larger online. All the different tools that are used to make a digital marketing campaign work are futile attempts if there is no way to track the efforts to find out what is and what is not working. These are just a few of the tools that are available to build a successful digital marketing campaign. NetLZ is a digital marketing company that specializes in digital marketing for small and medium businesses. Having content on a site may seem to be not too much of a big deal, but you would agree to the fact that if there is no quality content on a site it can cut its story short.
If you can understand the role content plays in the global marketing sphere, you will understand why it is not only marketers who can’t afford to ignore it. In fact, content marketing can be described as a bigger approach that paves path for a business.
From smartphones to tablets and desktops, users have access to different types of content almost everywhere like website content, blog content, promotional ads and so on. For this to succeed, your content should be interesting and helpful that can win the trust of your target audience so that they read it further and visit the site again.
However, it is important that you don’t waste people’s time by offering them bad or poor content. You need to understand that the audience does not like to stay, if the content does not resonate with their interests or does not stir their curiosity to read any further.
According to Nielsen Norman Group, users tend to leave a page within ten to twenty seconds if they do not find anything relevant on a webpage. In addition to offering a great user experience, great content has several SEO benefits although great copywriting should always be the primary focus. It is the art curator who first creates the perception about an artwork among the audience even before the artist does.
There are many brands that understood the mileage of content marketing and used it to gain great benefits out of it in a timely manner.
For many successful brands – Intel, Virgin Mobile and American Express, to name a few – content has been a great help in connecting them easily with their consumers.
Every brand aspires to bring sales on their way and become a major profit-earning business. By now, the global marketing industry is already spending over 20 percent of its marketing budgets on content marketing, and it is yet to grow in the coming years. Content marketing means creating impressive content and sharing it with the audience to help them know you. About Alan SmithAlan Smith is an avid tech blogger with vast experience in various IT domains, currently associated with SPINX Digital Agency, a Los Angeles, California based website design, web development and internet marketing company. Usability Geek is a Usability & User Experience (UX) blog that provides practical and useful information. Our readership comes from various fields including those of Usability, User Experience, Human Computer Interaction (HCI) and Information Architecture (IA). As we enter 2015, theA latest stats on use of digital media and technologyA all point to the growing importance of creating a digital strategy. The need for businesses to compete to reach and engage their audiences as they use digital devices is clear and well-established.
To help businesses create or refine their digital strategy, Dan Bosomworth and I created the RACE planning framework to summarise key activities that need to be measured.A This infographic gives a brief explanation of each part of the customer lifecycle and highlights the Key Performance Indicators (KPIs) to help review strategy effectiveness.
For 2015 we have updated our RACE digital strategy infographic to give a stronger focus on strategy development rather than inbound and content marketing which was more the focus of theA originalA from 2012.


We developed our RACE Digital Strategy framework to help businesses scope out their investment in digital technology and media.
It's one of 10 infographics which are designed to be useful - to help businesses map, plan and manage their digital strategy. If you're not familiar with RACE, these are the four main stages of the customer lifecycle and how a digital strategy and different forms of technology can support businesses to improve the efficiency of the funnel.
The marketing funnel remains as the most common way to manage customer engagement and to set targets and review performance. A digital strategy defines a focus for investment in digital technology and media for an organisation to engage audiences as they use digital devices.
The growth in use of digital devices by consumers as they select and buy A products has changed consumer buying behaviour to such a degree that a digital strategy is now seen as essential by many. A digital strategy and digital marketing strategy are very similar, so it's not worth getting too hung up on the terminology or differences, however they can mean different things to different people within an organisation, so it's best to standardise. So, alternatively, a digital strategy focuses on making the right investments in digital technology rather than digital media. Hi Dave, would you please explain that satisfaction and loyalt is a KPI for effectiveness or efficiency? You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. We think Online PR is one of the most cost-effective marketing approaches for all types of business.
To be successful with online PR we suggest you review the range of options that are available for getting your name out on to other websites. The Radar works by reviewing your main potential influencers within each spoke of the wheel.
Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work - there are no short corners. Immediate Future blog - We've known Katy Howell of Immediate Future for 5+ years and she is very knowledgeable on this topic. These are the related techniques which we recommend as important for managing Online PR effectively. Entrepreneurs, investors and many businesses are launching online everyday with a dream to earn more money. The most important after all is to find a good digital firm, who delivers professional result for success.
I’m not much of a gambler but I occasionally buy lottery tickets especially when the Lotto Max hits $50 million. Earlier this week, I had the pleasure of attending the BCAMA Vision Conference this year and it was filled with innovative ideas, creative strategy and good marketing awesomeness.
I’m curious to see what the next 10 years brings for the marketing industry as well as how jobs in the field will evolve. Content marketer, Barry Feldman recently gave a speech on how an eBook can be one of the best ways to create content.
She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business. But in reality data they really want sits in disparate systems throughout the organization. Recently, my UK colleague, Richard Petley, director of PwC Risk and Assurance, conducted a survey of 1,800 senior business leaders in North America and Europe. When you add automation to the mix, you can load, clean, integrate, and format the data in record time.
Every two weeks, analysts faced the herculean task of reporting campaign results based on 10 different data sources, applying 20 different measures on 70+ products delivered by 100+ media partners. After a surprisingly fast implementation period, the “data munging” performed by POSSIBLE’s analysts has now been reduced 68%.
From content promotion experimentation by content marketers of all kinds to video ads driving engagement, personalization, relevancy and more, there are a number of marketing “influencers” – the “movers and shakers” of this industry – that have made their predictions regarding the burgeoning world of marketing communications and what they feel should be focused on in 2016.
Typically what I find with lists – especially trade show lists – is that they are the Typhoid Mary of duplicate creation in your database. And there’s a very fundamental reason why lists purchased from data vendors have data quality challenges. If you want to really truly recognize the strategic benefits of having optimized data, you have to have a mindset to prevent errors at the source.
I think it’s something that’s very under-focused on as it relates to peak performance not just for marketers, but throughout the organization. I asked them “how many technologies do you have in your marketing stack?” One responded 35 and another said 22. This includes this simple Content Marketing Planning template below which has a plain background to enable you to compare your current approach to future approach. I’m not sure I think evrything is quite so mutually exclusive, but visually it works great. It is an effective means to increase ROI by helping improve a site’s ranking in the SERPs so that traffic increases on the site.
It is rapidly growing to be one of the most popular strategies since recent changes have made it possible to track ROI and engagement. Press releases as well as industry related articles are online publications which are written and optimized and then distributed to various websites that are the best suited to the brand; or the sites that are the best match for the target audience. There are lots of possibilities when it comes to incorporating digital advertising into the campaign.
There are presently several different analytics programs which can offer extensive details into how a website is performing.
Each business and website is different and every campaign must also be uniquely designed to reach a specific target audience with the business’ message. In fact, we have already highlighted how usability and online marketing overlap in some areas. With the help of quality content, the audience gets to understand a brand, know about its products and services, and get interested into it. This is one good way to keep the audience well connected to your site and not disappoint them when they visit on it next time.
Good quality content helps in the making of a brand by establishing it and allowing the audience to look through the brand, its products and services.
Everyone values time and no one would give a damn to content that is not returning them anything in the exchange of their time ‘wasted’ into reading it.
Likewise, the first impression about a brand is passed on to the audience through its content on the site. By the time these established brands have presented their innovative concepts, they knew that they had kicked off their sales and probably leading the market.
If you are a digital marketer, you understand the importance of using content marketing for the benefit of your brand.
RACE is structured around the classic stages of customer lifecycle marketing from generating initial awareness in a brand as part of customer acquisition through nurturing relationships with prospects to sale and ongoing customer engagement.
Although most would agree that prospects don't pass through the funnel in a linear way and it's more of iterative process as shown in this infographic summarising the customer buying decision, it's essential that a funnel-based conversion model is use to set targets and review the effectiveness and efficiency of online marketing. Otentimes, I find they are simply different labels with digital strategy a short-hand contraction for the longer digital marketing strategy. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics. But it's difficult to get right since it is often managed by different people and there's the overlap with SEO and social media marketing. This is why the modern marketing term has become more competitive, where the big brands are the real players. Search engines are providing the most valuable information to people and fueling the modern market with large number of customers. Growing number of active users in Facebook, Twitter and Pinterest, etc makes its way to find customers.
If you’re not familiar with this lottery, it’s one of the biggest jackpots in British Columbia. There is this small part of me that clings to the fantasy of winning a big jackpot and using it to finance the items on my bucket list. As such, the types of jobs that marketers fill has exploded into a wide variety of niches and specialties. He says that an eBook can be broken into a series of articles or posts, tweets, presentations, webinars, podcasts, infographics and more. They contain a lot of content and can be viewed usually by a hosted URL on the email marketing server. Or if their company has invested big money in a traditional data warehouse, the results have fallen short of expectations. What companies really need is the ability to manage large amounts of data in a safe, agile and adaptable fashion.
When the solution is ready, it’s often slow, outdated and hard to update as business changes.
They would spend on average 35 hours just processing data before they could begin analysis.
You do have to remediate the situation since almost every single contact database is riddled with duplicate and non-standard data.


What I’m talking about is first the batch normalization of an org’s data and then the automated enforcement of data standards with technology. When you think about the performance efficiencies of all of those applications operating on, what for most people, is a completely non-standard set of data. A We created it to help your own brainstorming on content ideas to engage customers and encourage sharing. Marketing incorporates the use of a wide range of strategies to increase consumers’ knowledge of products or services.
The strategies work together in order to drive relevant traffic to a business (either online or off) and then convert a one time visitor into a returning, loyal customer.  Well structured campaigns may use any combination of a number of different strategies. SEO specialists have to stay on top of the ever changing algorithms and updating done by the search engines in order to modify their campaigns to reap the greatest benefit. There are literally thousands of social media platforms available and businesses can benefit from different types based on the nature of their business. Just like a traditional press report, they are the work of a journalist or editor who writes the content to help a business gain exposure for their brand.
Google AdWords uses keyword research and data to create ads which can be textual, banners or image based. Thus, content marketing helps in exposing a business for its audience to know it, and generates effective brand promotion for it. Therefore, always focus on delivering interesting content to your audience and convince them about your brand. Therefore, publish valuable content that gives your audience quick updates about your brand when they visit your site.
With the help of great content, you can connect with the online audience and promote your products and services for sales. Coca Cola is a great example to follow, especially in the way it continuously tells exciting stories to its audience, keeping them enticed. This way of marketing comes as an easy way of attracting the sales leads by the way of creating innovative stories of your brand. Before doing any purchase, people look for all possible information and they go for specific product based on best possible findings. Even there is sheer possibility for all those new comers; there are many techniques to apply for better business growth. Search engine optimization techniques tailored according to Google’s terms and guidelines brings a greater chance to be visible online.
Now these websites are not only for entertainment, most of the social media websites bring advertising campaigns.
Place your contents on the highly authorized websites and generate quality backlinks, which is great for search engine ranking as well. With digital media, you get feedback and know what the positive or, negative points are, so that you can change your marketing strategy. Hire a professional marketing agency from Bangalore for a better marketing approach using social media.
When the Lotto Max hits $50 million for two consecutive weeks, new $1 million jackpots called Max Millions are added to the draw. I remember when I was studying marketing in University and all my peers had the narrow focus of having a career in advertising. Reposting your newsletter to Facebook or Twitter or LinkedIn where people can read it, is a great way of repurposing content. This is because traditional data warehouses were never designed to handle the volume, variety and velocity of today’s data-centric applications. A modern data warehouse is different – employing new technologies, products, and approaches. The fact that we can now get actionable data to analysts so much faster allows us to spend more time providing valuable insights to clients,” says Harmony Crawford, Associate Director of Marketing Sciences. We discussed tips and tricks for finding and utilizing Social Listening in your organization! Generally speaking, whatever the cost is in the enterprise to get the data right at the point of creation it’s going to cost you ten times that later to fix it. Often, however, I hear brilliant marketers say something incredibly dumb, they’ll say “…we’ll worry about the prevention later.” Are you kidding me?
That contributes to very poor application performance which would then translate into poor performance across the entire marketing stack. Depending on the quadrant(s) that you feel drawn to for your audience, it offers a starting point for your ideas generation. The goal of marketing is to present information about products to consumers in such a way that the consumer realizes it fills some need in their lives and they make a purchase.
SEO best practices helps website’s rank organically in SERPs, drive relevant and valuable traffic to sites, encourages conversions and helps the website maintain its page rank. The most popular or well known social sites include Facebook, LinkedIn, Twitter, Google+, Pinterest and YouTube. Advertising on Facebook can be so specific that certain age groups, genders and even those with special interests will see appropriate ads. Content is becoming the most robust yet candid part of the global marketing industry and giving both fun and information to the customers. Many professionals have confirmed that both marketers and the audience have severely suffered due to lack of good content.
Regularly posted, new and impressive content has the ability to tone up with the regular customers and retain them for a long-term. Users visiting your site want valuable information that can generate their trust in your brand and help them buy. In government, or some not-for-profit organisations, developing a "digital marketing strategy" is less appropriate, so a digital strategy gives a more appropriate label for managing digital technologies.
This technique takes some time to be effective, whereas SEM is known for providing instant success in the search engine world. You can even perform competitor analysis to know why your competitors are getting customers and how you are performing in the digital media. Not just because advertising was prestigious and cool but because there wasn’t as much choice as there is now.
So, while most marketers and most companies “talk” about big data they just go on with “business as usual” taking little or no action. We discussed ideas and tips from finding influencers for your brand to calculating ROI on your program. But then, of course, if you do nothing, the damage caused by inferior data could be much worse, 100x worse is possible. Increasingly we are seeing the data steward role reside in marketing and sales which is where I rightly believe it should belong.
Digital marketing is simply using digital strategies to communicate business specific information to an audience in order to illicit a response.
The way social media contributes to a digital marketing campaign is that it offers an open platform. People are pretty much satisfied with the technology impact on daily life which brings greater marketplace to reach the right customers.
The TV commercials and newspaper advertisements have shifted to a new place with the evolving digital media. The evolution of the marketing job has created so many interesting types of positions at brands both big and small. If you import that list without taking preventative measures, then it creates a duplicates horror show. CRM and marketing automation are merely vessels, it is the data they contain that is the true treasure.
Now, what we see in the market, most often the actual people who perform these data janitor-like tasks, are usually in marketing operations, followed very closely by their colleagues in sales ops.
People probably aren’t aware of how well those applications could perform on a standardized data set. Whether you want to work on the front end of the business in customer engagement or at the end in analytics, the world is at the feet of the marketer of today. It’s the single most critical element when it comes to determining revenue success of failure.
Really the best practice is, I believe that organizations should have a data quality center of excellence typically reporting into sales and marketing operations. Companies are able to monitor followers on a regular, even daily basis while also keeping them up on the latest news or releases in their business. Everything else you do further down the order of operations, its’ outcome depends completely on the input. In the benchmarking we’ve done, we’ve seen eye-popping performance gains of up to 600% in duplicate detection in a standardized vs.
Compound that kind of application performance improvement across the 35 apps that modify that data set and the gains in application performance can be off the charts.



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