CLICK PREDICTIONS key content marketing
trends and Predictions for 2010 from clickDoCUmENTS, sponsored by www.clickdocuments.com Credit : Original Painting by Peter Thomas Ryan, used with Permission
CLICK PREDICTIONS trAditionAl mArketing isn’t
going AwAy. Far from it. But it’s changing like never before at a faster pace than we’ve seen in the last 100 years. With the quickening pace of innovation and change on the Web, consumers are now in control. They expect much more from companies, and are more fickle with their affinity. Companies that learn the new marketing lessons, and implement them well will be big winners going forward. Those that play by yesterday’s rules will lose. So what are the new rules? How can you take advantage of new technology, evolving behaviors and hyper-connected consumers to benefit your business? What is the future of content marketing? we’re glAd you Asked. We dusted off our trusty crystal ball and passed it along to 39 of the top content marketers, B2B marketers, e- mail marketers and social media gurus, and asked them one straight- forward question, “What are their key marketing trends and predic- tions for 2010?” Photo Courtesy: Kasturi Rangam The answers are fantastic. You’re going to get a first-hand look into and Priya Balasubramanian Ambal S. balakrishnan is the future of content marketing from the people that live and breathe President and co-founder of ClickDocuments it every single day. clickPredictions eBook is a great collaboration of many of the sharpest marketing professionals. Each contributor has added a unique url: http://clickdocuments.com/ perspective and guidance on how marketers should tackle 2010 suc- twitter: http://twitter.com/clickdocuments twitter: http://twitter.com/ambal cessfully. ClickPredictions eBook is also packed with over 100 recom- subscribe: http://feeds2.feedburner.com/ConnectTheDocs mended resources from the experts. 2 A click DoCUmENTS Ebook | sponsored by want more?
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for content marketing in 2010 Before jumping into messages. It’s time about your custom- tent, such as video, good idea to listen. the e-book, click- to re-allocate budget ers – where are they, will become staples. Your customers will documents put (from list purchases what are they doing remember: You’re know, and appreci- together our the and tradeshows) to and how do they want telling a story, and ate, that you’re pay- top 10 + 1 tips for content production to be interacted with? video is a great me- ing attention. content marketing – for brand build- dium for storytelling. in 2010 based on the ing, and generating 3. get visual! If you 5. think about trends that we saw awareness. think about content 4. grow more ears. engagement. Push- in the predictions. (white papers, blog Listening is a skill that ing ads is a thing of 2. don’t follow the posts, etc.) as just you have to master in the past. Interacting 1. interruptive, “tell- crowd. It’s tempt- text, you’re missing order to succeed. You and engaging with and-sell” marketing ing to copy everyone huge opportunities can’t ignore the tidal consumers – wher- is a thing of the past. else. It’s tempting to to really connect with wave of activity on ever they are (mobile You can’t expect busy jump blindly into the your audience. Your social sites like Twitter will be big!) – will consumers to listen or latest, coolest new content has to look and facebook, but help you stand out care when you inter- trends, but before great and include before you jump into from the crowd. It’s rupt them with mar- you do so, make sure plenty of visuals. And the water and realize not about how many keting and branding you’ve really thought different styles of con- you can’t swim, it’s a Twitter followers > 3 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS > you have,
it’s 7. don’t forget the lishing something, audience properly, our Bonus tiP about how many you recession. We know really give some and provide a unique It’s not the size of actually know and it’s an ugly word, and thought as to whether experience to each your megaphone that engage with. hopefully we’re well your readers would group. matters; it’s the size past the worst, but truly value the content of your customers’ 6. roi realities the reality is that con- and benefit from it. be 10. Find the writers megaphones. Create emerge. You can’t sumers will be nerv- rigorous in your filter- inside your organiza- content that encour- ignore the need to ous about spending ing. If something isn’t tion. Content writing ages your customers explain a return on their money. They’ll going to be hugely and marketing is so and audience to do Investment to your be looking for good valuable to your audi- important that out- the marketing for boss and C-level corporate citizens and ence, don’t publish it. sourcing it completely you. Create content executives. The real- increased levels of is a huge risk. further- that your audience ity is that analytics trust. Content market- 9. understand your more, content market- absolutely has to tools are significantly ing can help position sales process and ing is tied too closely share because it’s that improving, and you your organization funnel. You need to to social media mar- good! Provide a level can start to measure effectively in both really understand keting – and that’s all of customer support real roI. Automation regards. your sales cycle and about building real, and engagement that tools will mature and your customer’s buy- transparent relation- inspires your custom- be available to help 8. scale back the vol- ing process. make ships. So find quality ers to tell the world. with increased efforts ume; it’s quality that sure you clearly know writers and content Then: You win. in content and social matters. Too much how your prospects & producers within your media marketing. content isn’t a good customers make deci- organization: nurture Automation is help- thing. but that’s what sions. Then, provide and train them. make ful when it speeds we’re starting to see, relevant and mean- sure you keep them up certain processes as publishing content ingful content that happy. And then find to help improve the becomes easier and helps drive customers outside help to fill overall roI. easier. Quality rules efficiently through the important holes. the day! before pub- funnel. Segment your 4 A click DoCUmENTS Ebook | sponsored by want more?
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hope you enjoy ClickPredictions: Key Content Marketing Trends and Predictions for 2010 from ClickDocuments, sponsored by Mar- keto. You’ll find predictions and suggestions from 39 of the top content and social media marketers out there. You can get 2010 started on the right foot with a bit of inspiration, prognostication and no-nonsense marketing straight-talk. ABout clickdocuments ClickDocuments is your one-stop- shop for information and best practices on whitepapers and ebooks. We believe in the power of content as a powerhouse of marketing and sales tools; and want to share that with you through our blog, publishing services platform and of course, our own content. That’s why we put together this eBook, alongside the great folks at Marke- more from to, and a group of top-notch experts, to empower your content writ- ing and marketing efforts in 2010! clickdocuments If you’d like more information about how we can take your content to the next level, please let us know! We’d love to speak with you and » http://clickdocuments.com learn about your marketing goals. » http://twitter.com/clickdocuments » subscribe to our blog! » Follow @clickdocuments » Ambal on slideshare » clickideas 5 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS ABout mArketo Marketo
is the sponsor of “Click Prediction: Key Content Marketing Trends and Predictions for 2010” We couldn’t have put this together without them, and want to thank them for their support! Marketo is the revenue-focused marketing automation company, revolutionizing how marketing and sales teams of all sizes sell and succeed at every stage of the revenue cycle. Delivered in the Market- ing Cloud, Marketo’s powerful and easy solutions provide the fastest click here for a sPecial ebook PreVieW: time to value and ignite explosive revenue growth from the earliest stages of demand generation and lead management to the pursuit of creating content that sells, revenue and customer loyalty. A guide to content marketing for demand generation Marketo Lead Management helps Marketers acquire, nurture and qualify more high quality sales leads with less effort, while Marketo Sales Insight helps Sales understand, prioritize and interact with the hottest leads and opportunities to close business faster. Known for providing breakthrough innovation and the utmost in usability, Marketo was voted ‘Best Marketing Automation Application’ by Salesforce customers on the Force.com AppExchange. As of October 2009, more than 300 enterprise and mid-market clients in 12 coun- tries have selected Marketo. url: http://www.marketo.com blog: blog.marketo.com twitter: @marketo 6 A click DoCUmENTS Ebook | sponsored by want more?
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2010 a when brands create market- the birth of this growing number of compa- nies will break with their old, interruptive tell-and- ing that consumers choose to engage with and adver- tising that itself improves a meaningful sell habits and adopt the next evolution of marketing. They will accept that con- people’s lives. marketing sumers cannot be hood- winked or annoyed into buy- ing their products and realize model that the only way to earn attention and sales is to add value to their lives through the marketing itself. It’s a concept called “Marketing with Meaning” and works recommended resources » marketing with meaning » the next evolution of marketing: connect with your Bob gilbreath is Chief marketing Strategist at customers by marketing with meaning Bridge worldwide (one of the nation’s largest » marketing with meaning on twitter digital advertising agencies) and author of “the next evolution of marketing” url: www.marketingwithmeaning.com twitter: mktgwithmeaning subscribe: http://feeds.feedburner.com/marketingwithmeaning Resolve to abandon the advertising interruption model and begin to evolve to Marketing with Meaning. 7 A click DoCUmENTS Ebook | sponsored by want more?
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safe to Yet a few inspired firms stand out this say that in 2010, many B2B marketers will imitate each another. Many will talk in will dare to create content that’s helpful, useful, enter- taining, accessible... and not With great buzzwords. Many will glom onto the latest gimmicks. Many will use B2C tactics a sales pitch. Those few will tower over the rest of the pack, and be remembered content! like branding for B2B marketing. Many will waste money on advertising, and when it’s time to buy. squander time on social networking. And many will wonder why their compa- nies don’t stand out in the crowd. recommended resources » content marketing resources at idea launch gordon graham is That White Paper Guy, » that white Paper guy an award-winning writer who helps b2b technol- » content marketing today ogy firms tell their stories with crisp, compelling white papers. url: www.ThatWhitePaperGuy.com/articles twitter: WhitePaperGuy Stop “copy-writing” and start creating great content: it’s the most sure-fire thing you can do. 8 A click DoCUmENTS Ebook | sponsored by want more?
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Me- relevant to this savvier new the ‘short- this dia will generate significant changes to white papers in the future. As readers media audience. Starting in 2010, we will see a host of new white pa- attention’ grow accustomed to short, hyperlinked, colorful, and stimulating Social Media, per formats, designs, colors and visual enhancements that engage today’s short White PaPer their growing interest with information that appeals to their limited attention spans attention Social Media reader. These changes will prove to be more effective in will require white papers delivering critical solution- that compliment these new oriented business messages media formats. As a result, than conventional white the traditional text white paper formats. paper will become less recommended resources » the white Paper Pundit Blog » crafting white Paper 2.0 Jonathan kantor is a 26-year veteran of the technology industry, the author of the » ensuring that your white Papers Appeal new book “crafting white Paper 2.0” , and the primary contributor to the to Busy executive readers whitePaperPundit.com blog url: www.whitepapercompany.com/blog twitter: Jonathan_kantor subscribe: www.whitepaperpundit.com Use Visual Enhancements to Engage New Media, ‘Short Attention’ White Paper Readers. 9 A click DoCUmENTS Ebook | sponsored by want more?
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many on the brand. It’s time to mobile, this false dawns, we’ll finally see mobile explode. Google’s Android, Apple’s iPhone, look at Consumer ROI. What value are brands pro- viding in exchange for all the measurement along with clever apps and new developments like Augmented Reality have effort consumers are putting in to engaging with brands via blogs, Twitter and even the consumer primed. offline activities like store We’ll also see new visits and Customer Service developments in the area interactions. of measurement. Social Media has changed the game, putting power in the hands of the consumer, yet measurement is still focused recommended resources » radian6 Blog » content decoded rick liebling Social media, marketing communications, » get content get customers brand counsel, creative development and strategic insight. You can follow rick Liebling on his blog, eyecube. From collaboration to measurement, url: www.rickliebling.com twitter: eyecube subscribe: feeds2.feedburner.com/wordpress/GwQQ brands need to work with, and for, the consumer. 10 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS retweet Prediction Social
me- and monitoring of global better this dia marketing will become a mainstream method for businesses to connect di- social media activities. We will move from a discussion of “Which tools engagement rectly with customers and prospects. Leveraging social media marketing strategies should I use” to a discussion of “How can I better engage with my customers, wher- on will be as commonplace as ever they are.” Talking about using a fax machine—every mobile consumers will business will need to be in the become an oxymoron as all social media game. Facebook users will top consumers will have mobile 450 million. access to data, opening up Sites like Twitter, LinkedIn the social media marketing and Facebook will announce floodgates. strategic partnerships with Google will announce a search engines that will series of new services that bring real-time social media will give Facebook a run for actives to the masses. Serv- its money. Early movers are ices will emerge that greatly sure to become unstoppable simplify the management forces. Hold on to your hat, it’s gonna be a wild ride! mike stelzner is author of the book ‘writing white Papers,’ founder of socialmediaexam- recommended resources iner.com and an organizer of summits such as social media » social media examiner success summit and copywriting success summit. url: www.socialmediaexaminer.com twitter: mike_stelzner subscribe: www.socialmediaexaminer.com/feed/ Social media strategies will be as commonplace as using a fax machine— every business will need to be in the game. 11 A click DoCUmENTS Ebook | sponsored by want more?
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who comPelling this deliver compelling content to match buyer information needs will be the big rules winners as B2B dollars begin to flow again. recommended resources » made to stick rebel Brown is go-to-market » emarketing strategies for the complex sale strategist and Spin Doctor spe- cializing in start ups, turnarounds » the regis touch—still the standard! and start-around. She’s also an author and speaker. Her business is Peoplewhoknow. url: blog.rebelbrown.com Vendors who understand buyers twitter: rebelbrown subscribe: feeds2.feedburner.com/PeopleWhoknowPhoenixrising and communicate relevant value will capture the next wave of spending. 12 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS retweet Prediction Twitter
is place for current answers to tWitter this going to overtake Yahoo! and Bing for search market share. Yeah, you heard me: all kinds of questions, from “what’s a good place to eat on 1st Avenue?” to “How do oVertakes Search market share. As Twitter’s user base grows, more and more folks go I fix a bug in Windows 7?” yahoo!, bing there to ask questions, and get answers. It’s a vast, self-answering community. Search the community, find your answers. More and more users are figuring that out, and Twitter search is gaining popularity as THE recommended resources » trust Agents by Brogan/smith ian lurie is chief internet » chris Brogan’s blog marketing strategist at Portent Interactive. He is also the author » laura roeder of conversation marketing: internet marketing strategies. url: conversationmarketing.com twitter: portentint subscribe: feeds.feedburner.com/conversationmarketing/mrji Twitter is a vast-self answering community. It’s also the ultimate search engine. 13 A click DoCUmENTS Ebook | sponsored by want more?
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in- mobile devices, Google social media: this creased time spent on social media marketing, C-level executives will pressure will continue to expand and refine the social media and mobile device/browser Where’s their teams to demonstrate measurable ROI from these programs and because of the tracking capabilities that were recently added to Goog- le Analytics, putting the same my roi? necessarily labor-intensive nature of social media, com- panies will seek type of pressure on social media monitoring vendors as it has on traditional web to automate efforts where analytics providers. possible, using tools such as analytics. Recognizing this need as well as the convergence of social networking and recommended resources » the Brandbuilder Blog tom Pick is an online » social media today marketing executive with minneapolis-based b2b » B2B marketing Zone marketing and Pr agency kc Associates, and writes the award-winning webbiquity. url: webbiquity.com/ twitter: TomPick subscribe: webbiquity.com/feed/ Marketers need tools to measure social media results the same way as other marketing programs. 14 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS retweet Prediction Content
what’s next? In 2010, new social’s this consumption and the social behavior of consumers are more fragmented than ever; ways for filtering and meas- uring the social web will emerge and marketers will neW Value: there is no longer a “one size fits all” social or content experience. We’re in a period realize that technologies and targeting techniques won’t measure up unless they can sharing of massive content inflation, and one of the major activi- ties that aids rapid spread of deliver mass adoption and an aggregated, measurable view of social media value. content in the social media sphere is sharing. The ability to share everything from 140 character opinions to news and videos has allowed consumers to direct the flow of information online. So recommended resources » sharethis blog nanda kishore is Chief » six degrees: the science of a connected Age Technology officer at sharethis.com and in previous role had overall » razorfish digital outlook report responsibility to develop a new advertising based product for Amazon merchants. url: sharethis.com twitter: nkishore subscribe: feeds.feedburner.com/marketingwithmeaning Marketers must be able to measure twitter.com/statuses/user_timeline/14953671.rss and target their influencers across any interest or social channel. 15 A click DoCUmENTS Ebook | sponsored by want more?
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• Not so much mobile web disruPtion this Marketing will go from strength to strength. But response rates may start to sites but useful apps. • Vertical search will start to rattle Google’s cage. fall due to ‘mutton dressed • Unless they strengthen as lamb’ eBooks. their vertical chops. • Web video will become • ‘Personal brand’ a B2B staple. coaches will • It’s such a good way to tell disappear up their own a complex story. arses • The whole social thing will • Leaving nothing but a calm down a bit. trail of tweets. • Still valuable – just not the whole enchilada. • Mobile marketing will make inroads in B2B. recommended resources » the B2B content marketing workbook » marketing myopia doug kessler is the Creative Director and cofounder of Velocity Partners, a London-based b2b marketing agency » information rules: A strategic guide to the specializing in technology companies. network economy url: www.velocitypartners.co.uk/our-blog twitter: dougkessler subscribe: feeds.feedburner.com/Velocity-Themarketing AccelerationAgencyforTechnologyCompaniesourblog If B2B marketing is both art and science, science is winning. And it’s kind of fun. 16 A click DoCUmENTS Ebook | sponsored by want more?
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Glo- corporate citizens. With the 2010: this bal Financial Crisis (GFC) continues to drive consumer behaviour in 2010. Content economy still raw, companies have an obligation to more than profit margins. Business consumer marketing will gain mind- share with businesses be- cause a tight economy means must not underestimate the contained anger developed from widespread corporate education considered purchasing decisions are the norm. The sales cycle will lengthen and malfeasance. People will buy with their conscience. and csr consumers will continue to expect value for money. An emerging trend is the insist- ence from the public sector on purchasing from good recommended resources » david connor’s blog on csr » Joe Pulizzi’s content marketing blog sarah mitchell is the owner of Global Copywriting, based in » csr, social media and the recession from Western Australia. Specialising in Content marketing for b2b development crossing companies, Sarah loves working with sme clients. url: globalcopywriting.com twitter: globalcopywrite subscribe: globalcopywriting.com/blog/ With the economy still raw, companies have an obligation to more than profit margins. 17 A click DoCUmENTS Ebook | sponsored by want more?
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you have Companies should dedi- Personality this a personality? (Or, does your content show some?). Com- panies, of all sizes, are find- cate pages on their sites to the people who work there. Written content should re- marketing ing success with the use of personas and spokespeople because people prefer to buy flect the personalities of the authors, rather than being anonymous company copy. Will driVe from other people, not from large, anonymous brands. Small businesses should no Along with more personality in their marketing content, company sites are making in- success in 2010 longer act like large corpora- creasingly good use of video tions. Owners are the natural clips and audio files. voices of their companies. In many ways, small is the new big. Personalities matter, they always have, and they are now emerging as a strong marketing advantage. recommended resources Patsi krakoff, Psy.d. » content marketing with Blogs aka the Blog squad, is a content market- » content marketing for online Profits ing specialist helping professionals and small businesses with content strategies including smart blogging. url: www.writingontheweb.com, www.ContentforCoachesandConsultants.com twitter: Patsiblogsquad You can’t master social media without subscribe: feeds.feedburner.com/coachezines vibrant personalities creating content that connects with your core clients. 18 A click DoCUmENTS Ebook | sponsored by want more?
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more and and moving towards private the rise of this more people find web video to be valuable and entertain- ing, web video for corporate channels, while committing internal resources to pro- duce quality content quickly. PriVate media story telling will continue to expand. While many public sites, such as youtube.com channels have gained huge popularity, they are not always the best vehicles for business-based communication. The threat of viruses, competitive ad- vertising and lack of qual- ity control are reasons why companies are steering away from public media channels recommended resources seamus walsh founder of Vazt » Booz & company, the Promise of Private-label media Global Inc., a b2b content and research publishing platform » Fish media thinktank comprised of a sg&A taxonomy and micro-sites » Private media channel focused on optimizing people, process and technology Publishing your videos on a private url: www.vazt.com/ twitter: SeamusWalsh subscribe: twitter.com/statuses/ user_timeline/15086121.rss media channel can be the most effec- tive way to reach your target audience. 19 A click DoCUmENTS Ebook | sponsored by want more?
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think those who focus on quality. reader- this content will continue to be a driving force in B2B marketing in 2010, espe- Only exceptional, reader-fo- cused content will stand out. focused cially as companies try to take advantage of social media. However in a rush to content create content, I also predict there will be a glut of me- diocre content: blah content is key that doesn’t inspire. Not all content is king! While many companies may be focusing on quantity, I think the ones that will succeed will be recommended resources » Junta42 Blog » marketing interactions Blog » the B2B content marketing workbook michele linn is a b2b marketing consultant and writer who specializes in producing buyer- focused content and providing insights on how to market it. url: www.linncommunications.com/ twitter: michelelinn subscribe: www.linncommunications.com/resources/blog-posts/ Only exceptional, reader-focused content will stand out. 20 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS retweet Prediction Welcome,
derground” persona nurtured lo! the this come in, sit down. I feel an aura from you, but the crystal ball, she’s the temperamental in social media… Oh, what’s this? I see world- famous advertising agencies ProPhet sPeaks! type who prefers some sign of appreciation, something green… perhaps with a presi- rattling tin cups on Madison Avenue street corners – but rattling them in clever, award- dent’s picture on it… winning ways of course. The I see confusion as previ- economic upturn has not led ously unemployed or under- to significant increases in tra- employed workers return to ditional media buys. There is their cubes. Will they retain much wailing and gnashing the social media habits that of teeth - very white teeth. occupied their long, lonely Ah, but there is good news! hours? Will their task masters Perhaps more of that green…? let them blog, text and Twit- Thank you! ter to their hearts’ delights? I Previously unknown B2B see escalating conflict in the brands are making great workplace. I see brands with strides with relevant content, parallel identities: an “offi- forming communities that cial” mask sanctioned by the welcome their ideas with in- Jonathan kranz is the author of the eBook’ eBook: How to powers that be, and an “un- terest, respect – and money! turn your expertise into mag- netic marketing material’ and coauthor of ‘the content marketing Playbook. He’s all about writing helpful content. url: www.kranzcom.com/ twitter: jonkranz subscribe: ezinearticles.com/?expert=Jonathan_kranz Prospects with desires (and money) seek wisdom; create a content strategy that lures them your way. 21 A click DoCUmENTS Ebook | sponsored by want more?
CLICK PREDICTIONS retweet Prediction 2010
will be ers, the value and measure- the changing this an interesting year for B2B marketers because a number of trends will coalesce to ment of significant social influencers will increase tre- mendously. Third, as buyers buyer in 2010 fundamentally change the way we interact with buyers and engage them in a buying gather more and more infor- mation and insights that they need online, sellers are able process. First, as data on in- to close larger transactions dividual prospects becomes remotely, the role of field more readily available, the sales will fall precipitously. value of a true relationship will increase dramatically. Second, as social media pro- viders become more focused on understanding true influ- ence, rather than just raw counts of friends or follow- recommended resources steve woods is the CTo and co- » digital Body language founder of eloqua, author of digital Body language.com and is recog- nized as one of the top influencers » digital Body language, the Book in the crm blog post: http:// digitalbodylanguage.blogspot. com/2009/11/marketing-auto- mation-and-b2b-marketing.html url: digitalbodylanguage.blogspot.com, eloqua.blogspot.com twitter: stevewoods subscribe: digitalbodylanguage.blogspot.com/ Buyers gather the information and insights they need online, the role of field sales will fall precipitously. 22 A click DoCUmENTS Ebook | sponsored by want more?
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market- it’s difficult – if not impos- b2b marketers this ers will increasingly realize that one of their key chal- lenges is to guide decision sible – to engage decision- influencers/makers in these media without compelling confront teams through challenging decisions using compelling thought leadership and perspectives to offer. guidance other forms of decision- driving content. One factor driving new investments in imPeratiVe rich content will be grow- ing disillusionment with returns on search engine and social media marketing. They’ll increasingly realize recommended resources » “in a downturn, Provoke your customers,” Harvard Business review Britton manasco helps firms become » dirty little secrets thought leaders and trusted authori- ties through value-rich content such as white papers, success stories and » emarketing for the complex sale executive presentations. britton is the producer of the thought leadership marketing blog Illuminating the future www.Brittonmanasco.com. url: www.brittonmanasco.com/ twitter: brittonmanasco subscribe: feeds.feedburner.com/Elevation Companies engaged in a complex sale must link thought leadership to intelligent client discovery. 23 A click DoCUmENTS Ebook | sponsored by want more?
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media I think in 2010, we’ll see seek Quality this has become the norm. What was new and cutting edge a year ago is now an important a turn toward localization both geographically and by niche. Businesses should be not Quantity element of most marketing campaigns. As more people come looking for ways to incor- porate this localization into their marketing. online in 2010, the stream will become more and more crowded making it even harder to hear above the noise. This will place an even larger emphasis on making personal, quality connections. recommended resources » social media today » Advertising Age Jim lodico is a marketing » social marketing consultant and copywriter specializing in helping companies create engaging content and developing pow- erful campaigns designed to captivate their target audience. He is the owner of Jalcommunications.com and whitepapersolution.com and is currently working on his latest project, lemonade Twitter, LinkedIn, Facebook…these are stand marketing. url: www.jalcommunications.com the starting points. Look for ways to move to higher level, quality connections. twitter: jlcommunication subscribe: feeds.feedburner.com/ Socialmarketing20 24 A click DoCUmENTS Ebook | sponsored by want more?
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form often referred to as content keeP it short this blogs are being replaced by microblogs which are being replaced by Tweets. Sixty sec- “snacking.” The shortest distance between two points is a ond TV spots have given way Tweet (or a txt), the win- to 30 second and 15 second ners are those who can pack spots. We don’t buy albums, the most meaning into the we download singles. fewest words. To stay in touch with our friends, we don’t email, we check their Facebook up- dates. Kids prefer texting over email and phone calls. This seismic shift in the way we consume media is recommended resources » Flying Fingers: text-messaging overtakes monthly chi modu is a renowned phone calls photojournalist and cultural observer. His company » the news leader in mobile marketing didigital creates concise, interactive content for the new “content snacking” era. url: http://didigital.net/ twitter: twitter.com/didigitalny subscribe: twitter.com/statuses/user_timeline/60937267.rss The winners are those who can pack the most meaning into the fewest words. 25 A click DoCUmENTS Ebook | sponsored by want more?
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write well and effectively the rise this marketing will become the first priority of top B2B mar- keters because of its power- package content market- ing. The pursuit of thought leadership positioning and of content ful role in positioning, lead generation & nurturing, social media and organic long-tail search will drive a sharp increase in multi- author corporate blogging. In marketing search. The focus and investment on SEO will increase sharply as 2010, I think we’ll also see the pace of adoption of marketing automation quicken, but most B2B marketers seek to lever- B2B adopters will struggle age content marketing across with its effective use. multiple search channels. B2B marketers will strug- gle to source people who can recommended resources » the Buyersphere Project galen de young, managing director Proteus b2b and » lead generation for the complex sale Proteus SEo, helps b2b clients integrate content marketing, » emarketing strategies for the complex sale social media, email, and SEo to generate and nurture leads. The smartest B2B marketers will url: www.proteusb2b.com/b2b-marketing-blog/ twitter: GalenDY subscribe: www.proteusb2b.com/b2b-email-marketing/web-sign-up.php master how to optimize content across search, email, and social. 27 A click DoCUmENTS Ebook | sponsored by want more?
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tion of marketing automa- lead this ally marketing departments focused on creating leads for their sales teams by gather- tion and a focus on content marketing. This will be enhanced by the use generation ing names at trade shows or capturing emails from “contact me” web forms. In of inbound marketing as part of the demand genera- tion process. to demand gen- 2010, we will see hundreds of medium and large sized B2B companies stop focusing on The result of this change will be greater brand recog- nition, shorter sales cycles, generation the number of lead created, and improved customer instead improving the quality retention. of leads passed to sales. The switch to demand generation will happen be- cause of the growing adop- recommended resources » modern B2B marketing blog maria Pergolino works as Inbound marketing manager at marketo, » B2B lead generation blog leading their efforts in adoption of social media channels for brand » emarketing strategies for the complex sale awareness and demand generation html. maria also writes for many marketing blogs, and is a frequent contributor to marketo’s popular blog, modern b2b marketing. url: blog.marketo.com twitter: @inboundmarketer Marketers will focus on creating leads with subscribe: blog.marketo.com/blog/ modern_b2b_marketing_blog_subscribe.html marketing automation and inbound mar- keting as part of their demand generation. 28 A click DoCUmENTS Ebook | sponsored by want more?
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will wring out more oppor- b2b gets this Automation is hot but Sirius Decisions research says that adoption is hovering at just tunities by targeting above the funnel and injecting themselves into the conversa- serious 30%. This should increase as B2B marketers look to gain productivity while keep- tion – to ensure that no lead is left behind. Not surpris- ingly, marketers will demand about social ing their campaign costs to a minimum. Metrics-driven solutions that validate the reporting to track the success of these social initiatives. return of these efforts will be held at a premium. Forward- thinking marketers will get serious about “Social Mar- keting Automation”. They recommended resources » Paul dunay, Facebook marketing For dummies Parker trewin is currently the » Ardath Albee emarketing strategies for the complex sale Director of marcom at Genius. com and has over twenty years of experience in marketing » B2B marketing for Faster sales Blog communications, social media and product management. url: www.genius.com/marketinggeniusblog/ Time to ‘get social’. B2B organizations twitter: parkertrewin subscribe: feeds.feedburner.com/ b2bmarketingforfasterSalesblog that fail to embrace Social Marketing will fall dangerously behind. 29 A click DoCUmENTS Ebook | sponsored by want more?
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Offer monetization and businesses this continues to grow. Google Wave sees early adoption. LinkedIn consolidates its virtual goods platforms, as well, social games provid- ers clean up their act. Direct get serious position. Email marketing goes social. Display adver- tising begins to shift from marketers begin to tap social media as a source for new customers, leads and sales. about social traditional banner ads to interactive and data-driven ad formats. Social market- Businesses establish 24x7 customer service channel via real-time channels media ing goes from test-and-learn (a la Twitter). phase to a growing slice of corporate marketing budg- ets in 2H2010. The Feds come down on deceptive online marketing practices. recommended resources » marketing sherpa mani iyer is CEo of kwanzoo, a social inbound marketing » mashable service for businesses. mani is a seasoned Internet Executive, » Altimeter group Serial Entrepreneur, Industry Speaker and Startup Advisor. url: www.kwanzoo.com/ Socially engage consumers through twitter: iyermani subscribe: twitter.com/statuses/ user_timeline/12798862.rss all marketing channels, to drive peer recommendations of your brand. 30 A click DoCUmENTS Ebook | sponsored by want more?