Categories ArchivesContent Marketing

How Data and Personalization Inform the Customer Journey image

Omnichannel Marketing

Delivering a quality customer experience is at the top of every marketer’s list of priorities. This is because the customer experience encompasses so much today for so many industries. In banking, retail, restaurants, etc. everyone is vying for customer interactions, which now come at a premium. At this point, customers are tuned into way more than just transactions. If the opportunity presents itself they’ll engage with their favorite brands literally anytime and anywhere. To deliver two-way communication this requires meeting your customers where they are, in-person and online. It also requires having a firm understanding of your customers, including their preferences and what drives their behavior, which is the foundation of omnichannel marketing. When you know who your customers are, how they spend their time and where they spend their time, ...

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7 Sell Sheet Tactics to Get Your New Product Noticed image

7 Sell Sheet Tactics

After you’ve had your “Aha” moment and created a new product or service, now the hard work begins. As an entrepreneur or product developer you need to attract interest from a potential licensee or investor to garner support for your new product or service. This is where creating a sell sheet comes into play to effectively demonstrate the benefits of your new offering. A successful sell sheet speaks directly to the end-user and moves beyond just citing the purpose and features of your product or service to positioning it in the eyes of the consumer. It showcases your idea in a cost-effective manner and acts like a billboard for something new and exciting. If thought through and designed properly, a sell sheet will walk a potential licensee through the ...

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6 Tips for Creating Compelling Email Content image

6 email content tips

The American Marketing Association’s (AMA) publication, Marketing News, recently included the results of an informal poll that identified four tactics marketers plan to stop using in 2019. Guess what tactic wasn’t on the list? Email marketing. It remains a staple for marketers across all types of industries. Email marketing still provides companies with solid returns. So it’s worth looking at some metrics compiled by MailChimp that will give you a comparison for how your campaigns are doing against national averages. Plus, you can compare customer engagement for open, clickthrough, delivery, and unsubscribe rates within your sector. Audiences’ today are bombarded with emails – in both the B2B and B2C sector. Understanding what your email subscribers want from you is highly important. There are general findings that show audiences prefer relevant, ...

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Building a Personal Brand Online standard

One of the reasons why the internet is awesome is because you can use the platform to build your personal brand. While there are clear pathways for people who want to become lawyers and doctors, this isn't the case for people in creative fields like art and comedy. However, if you're a creative professional, it's a really good idea to use the internet to create the career of your dreams. While you will make mistakes and learn lessons along the way, the internet is the perfect place to expand your platform. To get things moving in the right direction, there are a few internal conversations you'll want to have. Content Frequency Think about how often you'd like to produce content. Don't ...

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Micro-Vertical Marketing Guide image

Micro-Vertical Marketing

Prior to Micro-Vertical Marketing, there was Vertical Market Development, a mature and proven marketing approach or process defined as marketing activities that target and communicate with decision makers in specific/defined market segments.  More recently, micro-vertical market development (or micro-vertical marketing) has gained interest as competition grows in software, consulting, capital equipment, and truly any "considered purchase" market (considered purchase is a typically complex, high dollar value scenario vs. impulse purchase, which is simple and low dollar value). This micro-vertical marketing guide will start with a definition, followed by details on industry classifications. Next, objectives and some tips for identifying viable micro-verticals. Of course, effective marketing is the key to success, so best practices are delineated. Finally, a micro-vertical marketing case study will share ...

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6 Common Content Marketing Missteps image

6 Common Content Marketing Missteps

Most companies today would probably say they are involved in content marketing. The problem is many might also qualify this as an On Again/Off Again relationship or a Go Big/Fade Away relationship. I’m sure we can all relate… Writing a blog post once a month or so, setting up social media accounts, or posting to Facebook all technically constitute as content marketing tactics. But it’s doubtful you’re seeing any change in website traffic, email open rates or click throughs. And that’s because you’re not really harnessing the power that great content affords you. Let’s take a look at some common content marketing mistakes and steps you need to take to get on a productive path: Lack of Value Business strategies often use an 80/20 ...

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It’s Time to Say “Thank You” image

Thank You

The year is winding down, but your marketing efforts don’t need to dwindle. Now’s the perfect time to let your customers know you appreciate all their 2018 business. You don’t even need a big budget for a “Thank You” marketing campaign, just a big heart. There are of course, solid business reasons to embark on this effort too. Companies that experience greater customer satisfaction have better reviews and feedback, giving them a competitive edge in the marketplace. It’s an organic way to increase your company’s value. Showing appreciation is also important for creating loyal customers. Customers who are vocal supporters of your company and would never dream of doing business with anyone else. These are the kind of customers that increase ...

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Tips for Using Social this Holiday Season image

Shoppable Media

This year’s holiday season is all about making the social world shoppable. In particular, companies are being given the access and the opportunity to make their content, images and videos shoppable this season. The reason this is big news for companies is this is a trend that interests people. According to PwC’s 2018 Holiday Lookout study, more than 40 percent of Millennials and 25 percent of Gen Z shoppers will purchase through shoppable photos this year. Here’s how social platforms are innovating this season – and you can too right along with them. Instagram just announced three new ways for users to shop while browsing their favorite photos of pets, food, travel, family and friends. The new features help people discover ...

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Develop an Inbound Approach to Creating Relevant Content image

Inbound Content Strategy

There’s a sports adage that many coaches tell their athletes, “let the game come to you.” It may seem like odd advice, because most sports-related activities and matches seem to be all about controlling the tempo and taking charge of the game. However, this different and disciplined approach can yield important benefits for players and professionals alike. For marketing professionals in today’s business climate, it means being patient, not passive, just alert and resolute. And it means letting the customer come to you. You still have to entice them of course, but it may be over a longer period of time.  How do you establish visibility and credibility with this approach? By creating relevant content that has more in common ...

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Company Strategy Needed to Deliver Personalization image

Company Strategy Personalization Part 1

Personalization in marketing means taking customer segmentation to the next level. It requires tailoring your marketing tactics to deliver the most relevant product, service or experience to the right customer segment at the right time, based on your knowledge of that customer and his or her preferences. That’s a tall order today, because customer touchpoints span across multiple channels including web, social, mobile, and physical locations. So while that makes it tough on the front-end to deliver customized content across all those channels, on the backend it means customers are providing companies with a good deal of information about their preferences and intent. Yet getting at the data from the multiple systems it sits on may be the biggest challenge ...

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Quality Content Needed at Every Phase of the Sales Cycle image

Quality Content

Quality digital content has the potential to help B2B marketers cost-effectively reach annual company goals. The key to pulling this off requires a commitment to providing content that puts your audience’s needs first. And it must happen at every point in the selling cycle. A recent survey by Clutch Research finds that 88 percent of B2B audiences read business content online at least once weekly to stay informed, research companies and make purchasing decisions. The report identifies four stages in the sales funnel and the content consumers consider during each phase in the sales conversion. Taking a look at their findings can help companies understand how to interact with B2B audiences and take advantage of opportunities to engage potential customers ...

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4 Digital Tools that Make Content Creation a Little Easier image

4 Digital Tools

Marketers’ jobs include a little bit of everything today. Companies are investing in social media, public relations, website and landing pages, advertising, email campaigns, blogging, vlogging, and the list goes on and on. And content creation for all these tactics is a critical component of their success. While technology has driven marketing in new directions, it has also provided marketers and content writers with new digital tools to help simplify their jobs. Today there are boundless apps and tools that didn’t even exist five or 10 years ago. Many of the tools you’re probably currently using may be MailChimp for email list and automation marketing, Hubspot for content creation or Buffer for social media scheduling and replying. However, there are several ...

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5 Reasons to Consider Outsourcing v. In-house Marketing image

Outsourcing In-House

In the beginning of the year, Forbes ran an article about 10 Great Marketing Jobs for 2018 based on average salary, number of postings for the positions on Indeed.com, and three-year growth percentage. Here are four of the positions – Senior Social Media Specialist, Community Manager, Digital Strategist, and Brand Ambassador. Does your company have those positions? It’s okay if your answer is “no.” Marketing has evolved into this multi-faceted, multi-channeled far-reaching pursuit for brand awareness and market share in a highly information-filled digital world. It requires roles with very specialized skills and the need for strong team leadership to successfully guide marketing organizations’ endeavors. However, you’ll be hard-pressed to find a senior-level marketing executive with all the skills to orchestrate ...

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Facebook Dimensions Cheat Sheet (2018) image

Dimensions Cheat Sheet

No one wants to post the perfect image and caption, only to find that the photo is cropped all funky on Facebook, and crucial details from the caption are out of view. To make sure that all social content displays appropriately, it’s important to know the platform’s ideal dimensions. Here are the ideal dimensions for a variety of content, according to Dreamgrow. Profile Picture: The picture displays at 160 x 160 px. Square images work best. Facebook Business Cover Photos: Ideal size is 828 x 315 px. Facebook Video: The thumbnail image is 1200 x 675 px. Aspect ratio can be either 16:9 or 1:1. The file itself can be as large as 4GB. Characters are as follows: desktop displays 500 characters, ...

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4 Types of Business Blogging Content image

Types Blogging Content

Business blogging requires genuinely engaging prospects and customers. The thing is people are all different. This means you need to have some different types of content on your blog to attract and retain readers. You must also have diverse content to help you accomplish the various goals of your blogging program. You need the right blend of content to grab the attention of visitors, gain rapport with readers, educate them on your approach, and establish your expertise in the industry. A tall order, really, but doable. Many posts about blogging list anywhere from 10-80 different types of content you can utilize. It may almost be overwhelming to think about blogging if you start with this approach. However, there are probably about ...

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Blogging Challenges and Tips for Success image

Blogging Tips

Your company started a blog maybe a year or so ago for all the right reasons. As a marketer you know the value of having new, relevant content on your website. You created a posting schedule, worked hard at writing many of blogs, maybe even found some company guest bloggers, and now the whole process seems, well, a bit melancholy. Many companies experience some bumps in the road regarding their blogging efforts. Here are five common challenges and tips for getting your blog back on track: Challenge: Missed deadlines. Tip: Everyone at your company is busy, including you. Your posting schedule may get off track. Energy suddenly becomes low around writing more blogs. Initially, the interest was there, but now other priorities ...

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How to Land a Google Featured Snippet image

Google Featured Snippet

Featured snippets improve the search experience for users, especially in a world where users are increasingly using mobile and voice for their search. Instead of clicking through countless links, the answer will be provided at the top of the search results page. One issue, however, if you thought it was hard enough ranking on the first page, it’s even harder to earn a snippet. But put in some hard work, and you’ll earn position 0 in no time. SEM Rush analyzed 1.3 million snippets; here’s a summary of it’s findings.  PS: Need a refresher on what a featured snippet is? Read our blog here. What do top performers have in common? From SEM Rush’s research, they learned some common factors found among ...

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How to Create Viral Content image

Viral Content

Since the early days of the internet, everyone, from YouTubers to ordinary people to businesses and beyond, have wanted to create content that resonates with a wide audience and is shared worldwide. As the days of the internet have gone on, there’s more opportunity than ever to go viral - you have a variety of platforms to choose from, minimal barriers to entry; virtually anyone, anywhere can do it. However, that means there’s also an increasing number of content to compete against. So how do you create content that gets a plentitude of shares and traffic to your site? We’ll break down the trends of viral content and how you can achieve it yourself. Viral Content Trends Viral content comes in ...

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Benjamin Franklin—The Father of Content Marketing? image

content marketing guide

Per Wikipedia (or your history books), Benjamin Franklin was an author, printer, political theorist, politician, freemason, postmaster, scientist, inventor, humorist, civic activist, statesman, diplomat. But among these titles, one may be missing—The Father of Content Marketing. Content Marketing is Older Than You Think “But Steve,” you may think to yourself, “Content marketing is a new concept. We just adopted it within the last decade and we’re on the cutting edge.” First off, I’m happy that you know my name. Second, like you, I thought I was one of the early adopters. Third, both of us are only partially right. Oxford Dictionaries Got it Wrong Even if both of us were early adopters of the Oxford Dictionary definition of content marketing (a type ...

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Short & Simple: Infographics are a Marketer’s Dream Tool image

Short Simple Infographics

Developing online content creation is an important marketing objective for almost any company in any industry. In fact, the goal today should really be on delivering the best content possible to really engage customers and drive sales. And one of the best tools available to marketers to accomplish this is still the infographic. Indeed, marketers have been using infographics since at least 2010. The use of infographics goes back further than that though if you think about it. Remember picking up a copy of USA Today 20 years ago and seeing the colorful little graphic organizer in the lower corner on the front page of every section? When USA Today first began publishing in the early 80s it differentiated itself ...

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Inspire Customers with User-Generated Content image

User Generated Content

The growing popularity and use of social media has greatly expanded marketing opportunities for businesses over the past several years. Companies have joined the conversation by creating Facebook pages, Twitter handles, and Instagram feeds to reach people where they are spending time. Now, companies need to take the next step and harness the positive activity being spread about them on social media and integrate those messages throughout their other marketing channels. We’re talking about user-generated content (UGC). That’s where customers make the content for the business. A family photo about a great travel experience, a wonderful dinner prepared with foods from a specialty market, a quality garage door installation, all shared on social media, which is now has the potential ...

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Email Marketing Strategy in 2018: 3 Other Important Things to Consider (Part 2) image

email marketing strategy part 2

Okay, so hopefully by now you understand that data is crucial above all else. What else do we have in store for you? Crafting your brand story, implementing AI, and settling the debate on whether or not you should emojis and gifs in your emails. Tell a Story Discounts and promotions may encourage one-time sales, but creating a personal relationship with your customers is what will keep them loyal and with you for the long haul. Use your email as a storytelling technique. Give them a behind-the-scenes look at your business, talk about its roots and day-to-day, highlight its employees and customers, talk about company values, and describe any of your community-related activities. Humanizing your business breaks down the wall between ...

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Use Local SEO Content to Stand Out From the Pack image

SEO Content

Gone are the days of using Yellow Pages to find local business; that search has moved online. With the ever-increasing importance Google places on local search, marketers will need to up their SEO game, namely within a certain region. We’ll look at on-page local SEO elements to include, important link building strategies, customer reviews, and the creation of solid local SEO content. Local SEO Must-Haves Before you can get to the local content, you’ll need to ensure that both your website and the pages within it are locally search optimized. Some important elements to include: Add NAP (Name, Address, Phone Number) to the header or footer of your website. Use the name of your city and its suburbs throughout site pages. Include ...

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Four Important Video Content Trends for 2018 image

Video Trends 2018

In 2108, marketing will see its share of new announcements, new products, and new trends. These new, innovative ideas will help us to attract and engage targeted consumers and wider audiences. And guess what -- many of these will be in the online video world. While it might seem like just yesterday when we were talking about the Snapchat IPO or YouTube “Adpocalypse” that was so 2017. So get ready for some new discussions. Video content is taking its rightful place in companies’ strategic marketing conversations. It provides a powerful way to communicate your brand, share your story, and build relationships through sight, sound and motion. Experts expect this year that businesses will produce an average of two videos per ...

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Five Quick and Easy Places to Publish Your Whitepapers (That Aren’t SlideShare) image

Where to post whitepapers and presentations

So, you've published a whitepaper, guide, slide deck, or other big, important piece of content. You upload the entire document (or better idea, upload a preview) to SlideShare, because you want to share it to the most used visual content platform, which just so happens to be owned by the world's largest professional network, which in turn is owned by Microsoft. Makes sense. But why stop there? You don't just share your blog post to Facebook, you share it to Twitter, LinkedIn, etc. for optimal awareness. Why not do the same with your big content too? SlideShare Is Great, But I Have Some Concerns Let’s get this out of the way, I love SlideShare. I loved it more when they gave analytics that ...

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