Categories ArchivesContent Marketing

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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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5 Great Services for Content Promotion image

content promotion

Has your engagement on your online content ever been much lower than expected? While this can be a very saddening moment in any content creator’s life, there is something that can be done to save you from that disappointment in the future. While you can promote your content yourself via social media or email, sometimes you just need to get beyond your own audience to have the most success. Content promotion could be just what you need. Content promotion services put your content on websites that have a wide audience and reach, which results in much more traffic for your site. The ultimate goal would be to make those random visitors regulars in order to build a bigger audience, but ...

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Why It Matters: Proving the Value of Your Content to Prospects image

Content Marketing Content Brand

In the great grocery store that is the internet, your content could be the greatest thing since sliced bread. It could be a well-written, topical, informative, and even slightly entertaining blog post, eBook, or infographic that is sure to turn a reader into a lead. Unfortunately, if you’ve ever bought bread at a grocery store, you know that you face a two-part challenge: Getting to the bread aisle/remembering to buy bread and choosing the right bread. The same goes for your content. Some people will think it’s generic white bread content that you’ve written, and it’s your job to convince them it’s not.

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How to Select a Content Marketing Agency image

content agency selection

No question, content marketing is likely the hottest topic in, well, marketing! Want proof? A 2016 study identified that 88% of business-to-business (B2B) marketers, and 76% of business-to-consumer (B2C) marketers are using content marketing (Source: Content Marketing Institute). This “How to Select a Content Marketing Agency ” blog considers some top thought leaders perspectives on the subject, along with a Top 5 Content Marketing Agency Selection Checklist, and some relevant content marketing resources. Before diving into the subject, consider the same study identified that B2B marketers use an average of 13 content marketing tactics out of a total of 25 possible, while B2C use an average of 12 out of a total of 24 tactics. That’s a lot of content! ...

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Content Marketing Guide: Best Practices, Tips & Trade Secrets image

content marketing guide

A new content marketing guide is available that details 3 phases of the content marketing process:  planning, implementation, and measurement. Both business-to-business (B2B) and business-to-consumer (B2C) content marketing scenarios were considered. Numerous content marketing examples and resources are provided. The Guide starts with the premise that content marketing is the hottest topic in all of marketing. Why? Because according to a 2016 study by the Content Marketing Institute and MarketingProfs, 88% of B2B marketers and 76% of B2C marketers are using content marketing. The content planning phase includes defining objectives, determining content topics, and identifying content types or tactics. Regarding tactics, the aforementioned studies identified both B2B and B2C content tactics in the charts below. No question, there are major differences in ...

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Blogging Best Practices: Top 10 Tips image

blogging

According to a recent study, blogging is used by 81% of business marketers, and 77% of consumer marketers (Source: Content Marketing Institute). No question, Blogging is now a proven marketing tactic for most marketing scenarios. Why? Because effective blogging can drive significant and measurable website traffic, build search engine authority, improve social media engagement, reinforce a thought leadership image, and even generate sales leads. So how can a marketer blog more effectively? Following are Top 10 Tips for Blogging Excellence with explanations of each, along with some additional resources. Top 10 Tips for Blogging Excellence: 1. How to Plan a Blog 2. Key Content Considerations 3. Properly Integrate Blog and Website 4. Employ all possible SEO 5. Blog Titles are ...

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Thought Leadership Marketing Guide image

thought leadership marketing

Thought leadership as a marketing discipline has been around for several decades. Some credit large consulting firms that published research (e.g. The McKinsey Quarterly, Deloitte Review). Defined as positioning a company or individual as an expert through current, relevant and valuable content, thought leadership marketing (TLM) is intuitively appealing because customers seek information, education, and expertise when evaluating options, or making important decisions. Another TLM definition references the need for expertise when a high degree of financial or emotional risk is involved. That said, TLM is likely important for a broad range of categories including information technology (IT), software, consulting, big ticket purchases, new technologies, and complex products or services. As you might expect, there are many challenges to effective ...

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Thought Leadership Marketing Best Practices – Webinar image

thought leadership marketing

During June, Modern Marketing Partners will be hosting two webcasts. The first will be on Thursday, June 9th at 1 PM CST, titled Software Marketing Best Practices: Executive Briefing. The second, Thought Leadership Best Practices: Executive Briefing, will take place on Tuesday, June 14th at 1 PM CST. Thought Leadership Marketing Best Practices: Executive Briefing For complex or expensive products, customers won’t buy from just anybody. These purchase decisions take time and research; buyers want experts. Thought leadership is one of the most effective ways to prove your company to prospective customers. Although this is a great marketing tactic, it’s becoming more widely used than ever. How do you stand out for less? What’s Covered: Understand the challenges of thought ...

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Software Marketing Guide image

software marketing

Software marketing is a special beast to conquer. With so many companies attempting to gain some market share, it is not easy to grab a footing. Moreover, customers are becoming exhausted by many marketing tactics. Following are 3 major challenges of software marketing. Intense Competition With over 6000 competitors in over 300 categories of software alone, competition is enormous. Some of the most competitive categories include Project Management (489 competitors), CRM (399), and Human Resources (363). With such a large crowd, it can be difficult to stand out. Paid Marketing Over-Saturation Your competitors are using all kinds of paid marketing and sales tactics. This is also giving the largest brands the advantage, because they have more capital to spend on ...

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