In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Are you considering building Buyer Personas and Journey Maps? In this comprehensive guide on how to research your Buyers, you'll learn:
- How to get started
- How to organize your research
- How much work is involved
- The best practices for Buyer Personas, Journey Maps and conducting interviews
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
How to create a b2 b resource hub for maximizing qualified b2b sales leads. B2B Resource Hubs are customer-centric with the quality problem/solution only content that is meant to help buyers find solutions immediately and accessible in various format choices all in one place. Best of all there sole purpose is to generate qualified b2b sales leads.
Are you considering building Buyer Personas and Journey Maps? In this comprehensive guide on how to research your Buyers, you'll learn:
- How to get started
- How to organize your research
- How much work is involved
- The best practices for Buyer Personas, Journey Maps and conducting interviews
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
How to create a b2 b resource hub for maximizing qualified b2b sales leads. B2B Resource Hubs are customer-centric with the quality problem/solution only content that is meant to help buyers find solutions immediately and accessible in various format choices all in one place. Best of all there sole purpose is to generate qualified b2b sales leads.
3 Ways Content Marketing Can Help Close Franchise Deals FasterFishmanPR
Learn about the benefits of creating a franchise development content marketing strategy to generate franchise leads and move your brand forward with this SlideShare.
Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age. This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.
What are brand partnerships? What are integration, reward and awareness colla...Partnercademy
To learn more, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-brand-partnerships-course/?referralCode=800B03FD714297190556
Or further your Partnerships & Affiliate Marketing career with the Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
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This presentation on brand partnerships, focuses purely on integrations, rewards and awareness partnerships. Above all it’ll teach you everything you need to know about Brand Partnerships, going into detail about the three core types. You’ll learn how to arrange an integration partnership and how reward and discount partnerships work. In addition to, sponsorships, product placements and how to run a successful offers page.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
A Guide to Sales and Marketing Messaging Alignment with WittyParrotWittyParrot
A guide to align the sales and marketing messaging and content reuse. It also covers certain vital points including capturing, managing, maintaining, reusing and sharing messaging components.
The Role of Content Marketing in a Digital StrategyFederico Betti
How to successfully impact on the business through your Content Strategy? What's the role of a Contents in a Digital strategy?
Here is the slideshow I shared with the Marketing & Innovation course at Ca' Foscari University of Venice during my guest lesson last September.
Mixing Art and Science for Content Marketing SuccessJeff Freund
As presented at Content Marketing World 2013.
The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
#RoadToRyerson: How to Run An Impactful Social Media Campaign Bailey Parnell
Versions of this have been presented at Social Media Camp, ACPA, PSEWEB, and more.
Summer of 2015 marks the second successful #RoadToRyerson campaign at Ryerson University in Toronto, Canada. What started as 5 incoming students sharing their diverse stories of coming to post-secondary school has now turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition. As someone who's done this for large educational and media brands, this presentation will use #RoadToRyerson as a case study in how to produce a successful social media campaign. It will highlight how we incorporated Schlossberg's transition theory and give a concrete guide to doing this at your campus or for your brand.
3 Ways Content Marketing Can Help Close Franchise Deals FasterFishmanPR
Learn about the benefits of creating a franchise development content marketing strategy to generate franchise leads and move your brand forward with this SlideShare.
Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age. This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.
What are brand partnerships? What are integration, reward and awareness colla...Partnercademy
To learn more, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-brand-partnerships-course/?referralCode=800B03FD714297190556
Or further your Partnerships & Affiliate Marketing career with the Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
----------------------------------------------------------------
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This presentation on brand partnerships, focuses purely on integrations, rewards and awareness partnerships. Above all it’ll teach you everything you need to know about Brand Partnerships, going into detail about the three core types. You’ll learn how to arrange an integration partnership and how reward and discount partnerships work. In addition to, sponsorships, product placements and how to run a successful offers page.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
A Guide to Sales and Marketing Messaging Alignment with WittyParrotWittyParrot
A guide to align the sales and marketing messaging and content reuse. It also covers certain vital points including capturing, managing, maintaining, reusing and sharing messaging components.
The Role of Content Marketing in a Digital StrategyFederico Betti
How to successfully impact on the business through your Content Strategy? What's the role of a Contents in a Digital strategy?
Here is the slideshow I shared with the Marketing & Innovation course at Ca' Foscari University of Venice during my guest lesson last September.
Mixing Art and Science for Content Marketing SuccessJeff Freund
As presented at Content Marketing World 2013.
The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
#RoadToRyerson: How to Run An Impactful Social Media Campaign Bailey Parnell
Versions of this have been presented at Social Media Camp, ACPA, PSEWEB, and more.
Summer of 2015 marks the second successful #RoadToRyerson campaign at Ryerson University in Toronto, Canada. What started as 5 incoming students sharing their diverse stories of coming to post-secondary school has now turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition. As someone who's done this for large educational and media brands, this presentation will use #RoadToRyerson as a case study in how to produce a successful social media campaign. It will highlight how we incorporated Schlossberg's transition theory and give a concrete guide to doing this at your campus or for your brand.
Science of Social Media Building Organizational Capacity KeynoteDevon Smith
Join presenter Devon Smith to learn how arts administrators can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?
An introduction to Social Media for CharitiesGemma Went
This is a 10 minute presentation I gave at the Henley Third Sector Network event on The Impact of Technology in the Third Sector on 17th October 2009. It's a bit of a whistle stop tour (it's hard to cram an intro to social media into 10 minutes) so please let me know if you have any questions.
Engage Donors Year Round with Social DataAttentive.ly
After investing so heavily in converting someone into a donor in the first place, it’s important to retain their support--yet retention of online donors can be surprisingly low, especially for first-time donors. And with nonprofits (and businesses) sending more email and social messages than ever before, your communications have to spark the interests of your fans and donors and need to be sent when your issues are top of mind.
Influencer marketing is one of the most valuable types of marketing AND is the best type of social media. Why? Because it comes from the most trusted source - Word of mouth.
Messages and calls to action that come from your organization's influencers can drive powerful action. These are some of the best people to drive the reach of your content and raise funds for your organization.
Webinar Takeaways:
• Latest research and why influencers are game changers
• The 3 types of influencers
• Approaching influencers
• Why influencers are important for fundraising
• The best calls to actions for VIPs, Professionals and Citizen Influencers
See the deck to explore this new way of thinking about extending the reach of your email file by tapping into the social networks of your influential supporters!
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup
Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers.
We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.
Presentation given in Vancouver on April 18th, 2012 on Social Media with Elijah van der Giessen, Koodonation and Microvolunteering with Jennifer Robertson, and Fundchange and Crowdfunding with Paul Dombowsky.
More and more people are using social media sites like Twitter and Facebook to talk about companies and products with their friends and colleagues. Learn what drives people to share information and opinions online and learn scientifically proven best practices for spreading your content virally through social media. Join us for this free webinar with Dan Zarrella, social media and viral marketing scientist and author of The Social Media Marketing Book.
This presentation covers:
- The history of word of mouth marketing, from pre-web to online
- Lessons from social psychology, memetics, and statistics to understand what motivates people to share information
- Scientifically proven best practices for getting people to talk about your business online
How to engineer contagious ideas.
This presentation is the result of over 3 years of research into online social media including blogging, Twitter, Facebook, and Foursquare as well as historic and offline social media like urban legends, proverbs, and homeric poems.
Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers
Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!
86% of marketers assess that marketing has changed more in the last 5 years than in the 50 years preceding. There’s no question that marketing is in the midst of a chasm as we haven’t seen in our lifetimes. So why invest in influencer marketing? Because until you take the jump, you will still be in the business of solving obsolete problems… - See more at: http://visual.ly/why-invest-influencer-marketing#sthash.P4Nnqcju.dpuf
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
The Definitive Guide to Engaging Content MarketingĐức Lê
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, we cover topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
The Definitive Guide to Engaging Content MarketingAutonomy Hub
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
The goal of “social selling” is to increase sales by fostering relationships with potential prospects and stimulating conversations with those customers through social media platforms. For
example, on LinkedIn, marketing specialists share advice with a targeted audience of firms in a specific area (e.g., eCommerce, SaaS, finance).
Consistent participation on the platform increases their credibility and eventually, their
clientele. This approach allows you to market your business without making your posts look
like ads.
The goal of both traditional social media marketing and social selling is to make a sale. Social media marketing focuses on branding and aiming to reach a wider audience rather than just deal closures. On the other hand, in social selling, you leverage your own personal brand to connect with potential buyers. To put it simply, social selling is sales-focused, while social media marketing is more concerned with expanding a company’s brand. It’s setting yourself up as a credible thought leader or industry expert to get more sales.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
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Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
In this episode, the Social Sales Link team will be taking a deep dive into CONTENT. Not just any content but the different types that salespeople need for each buying stage of a buyer, a.k.a. your future client.
Listen in as our resident hosts, Brynne Tillman and Bob Woods, break down three types of content for selling: top-of-the-funnel content, mid-funnel content, and the end-of-the-sales cycle content—what they are, and how they are implemented for success. If you’re curious, you have to listen to learn more.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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Contents
3 4 5 15 22
In the B2B world where long buying cycles mean that
the role of content is stretched over a wide length of
time, it’s absolutely essential for marketers to employ
the full spectrum of content, each with its own specific
purpose, or desired effect on your buyer.
Introduction Overview of
Framework
Framework for
Content with a
Purpose
Content Purpose in
the Buyer’s Journey
Summary
Originally published in blog format with the Content Marketing Institute.
http://contentmarketi nginstitute.com/2014/09/framew ork-creating-content-vital-levels/ | 2
3. Content Drives
Buying Decisions
Contentis the vehicle in which a
company tells its story. It
highlights the product,the team,
what they have to offer, and
ultimately does or does not drive
conversions.
The role of contentcannot be
ignored – it is solely what
prospects engage with during the
majority of the buyer’s journey.
That means that if content doesn’t
do its job, buyers are out the door
and onto the next vendor before
even speaking to a sales rep.
70%
of the Buyer’s Journey is
complete before engaging
the vendor
SiriusDecisions
87%
of B2B Buyers say that
content has an impact on
vendor selection
Social Media Today
| 3
4. Introducing a
Framework for
Content with a
Purpose
In order for content to successfully engage and convertbuyers, it must
tell the entire story of a company. Only then will contentboth educate
and connect with buyers in all the ways they need to be throughouttheir
long buying journey.
Effectively telling the entire story of a company is not simple – rather,
there are multiple layers to achieving this, and as such requires
employing multiple classes ofcontent.
In fact, there are five essential contentclasses, and employing them
altogether is the most successful way to tell the full story. Think of
these contentclasses as a pyramid with five layers moving from the
base to the tip. At the bottom of the pyramid is the foundational content
that highlights the productand company,and moving up the pyramid is
content that engages audiences on a deeper level,motivating them to
act.
Each contentclass in the pyramid is defined by its purpose,or the
specific effect on the buyer that it is aiming to achieve. Why define
class by purpose? One: contentis developed more effectively when
you know its end goal.And two: defining contentclasses by purpose will
help ensure you’re engaging the buyer on all necessary levels,which
will ultimately keep them moving through the buying cycle and on to
conversion. The pyramid,therefore, acts as a framework for content
with a purpose.
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5. CONTENT CLASS #1
Informational
Informational contentincludes the
facts, figures, details,and
explanations ofa company and its
offerings.
Successful informational content
helps your buyer understand how
your productfits their needs, how
it works, and how it resolves their
problems.
Purpose: Build confidence and
knowledge in your product
Your product
is great!
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7. CONTENT CLASS #2
Contextual
Contextual contentincludes
thought-leadership,best
practices, and market trends,
insights,and analysis. It shows
that your company is the industry
expert.
Effective contextual content
proves to your buyer that they can
trust you for the best innovations
and for reliable advice. Notonly
does your productmeet the
buyer’s needs,but your team
behind the productunderstands
the market and how best the
buyer can tackle their challenges.
Purpose: Build confidence and
respect for your company and its
position in your industry
Your
company is
great!
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9. CONTENT CLASS #3
Emotional
Emotional contentincludes
anecdotes and imagery of
everyday life and successes and
situations that people can relate
to and connectwith.
Emotional contentis a big leap
from highlighting the company
and its productto focusing more
on the audience. It causes
buyers to feel good aboutthe
company – not in that they can
trust and rely on them, but in that
they feel the company can relate
to them. Emotional contentdrives
positive vibes.
Purpose: Create feelings of goodwill
and affinity in your buyer
I feel
connected.
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11. CONTENT CLASS #4
Motivational
Motivational contentincludes
stories of courage to pursue the
new and differentand pushes
buyers to take on big challenges,
and to push the boundaries.
Successful motivational content
propels buyers into motion by
showing them the impact they can
make.
Purpose: Incite your audience into
taking a desired action
I am going to
take action!
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13. CONTENT CLASS #5
Inspirational
Inspirational contentincludes
novel perspectives and stories of
dreams and visions. It focuses on
the human condition and changes
how with think, what we do, and
how we relate to others.
Inspirational contentdrives the
buyer to think beyond their direct
role and impactto how they can
bring significantly larger benefits
to their company and their own
customers as a whole.
Purpose: Influence your buyer’s
beliefs on what is possible
I am going to
change the
world!
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15. Content Purpose in
the Buyer’s Journey
The stages of the buyer’s journey typically include:Discovering,
Learning,Choosing,and Procuring.
By leveraging a framework for content with a purpose,you can provide
a balanced contentapproach thatignites intellectual,emotional,and
passionate engagementwith your buyers – all of which are imperative
to keeping prospects moving through the buyer’s journey. Conversely,if
you do not employ all classes of content, you will lose prospects at
some stage.
Indeed,every marketer and sales rep has suffered three common
content pitfalls with buyers that result in losing them at some stage in
the buying cycle to a competitive alternative. Likewise,successes can
come in multiple forms as well.
Discovering
Learning
Choosing
Procuring
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16. Discovering Learning Choosing Procuring
Pitfall #1 Only Information Content
You may focus purely on informational content,so your product may
sound great to the buyer, but they leave in Choosing as they find
another provider that appears to understand their business challenges
and market place better.
Nice product, but
we have gone
with another
vendor that
understands our
needs better.
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17. Discovering Learning Choosing Procuring
Pitfall #2 No Emotional Connection
You provide both informational and contextual content,but you have no
emotional connection to the buyer so they exit very late in the sales
process. In fact, you may be left guessing as to why they chose a
differentproduct because they simply disappeared.
I just don’t
feel good or
excited
about your
company.
| 17
18. Discovering Learning Choosing Procuring
Pitfall #3 All Fluff
You provide too much fluff content, and your buyer immediately leaves
in Learning because the contentlacks specificity and productdetails. In
fact, you will likely never even know this buyer exists because they will
not choose to engage before looking elsewhere to solve their business
needs.
I don’t
understand
what your
product can
do.
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19. Discovering Learning Choosing Procuring
Success #1 Connecting Emotionally
You provide buyers with informational and contextual contentand start
to establish an emotional connection as well.
I really want
you guys to
win!
✔
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20. Discovering Learning Choosing Procuring
Success #2 Unlock the Status Quo
You provide motivational contenton top of establishing an emotional
connection and a foundation of trust and credibility,thereby spurring
buyers into action that were previously stuck in their buying process.
We weren’t
ready to
move on
this, but now
we are. ✔
| 20
21. Discovering Learning Choosing Procuring
Success #3 Content Nirvana
You engage your buyer leveraging every class of contentup through
motivational and inspirational,and the buyer gloriously declares that
they are ready to work with you.
Let’s find a
way to do
business
together.
✔
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22. Summary
Especially in the B2B world where long buying cycles mean that the role
of content is stretched over a wide length of time, it’s absolutely
essential for marketers to employ all five classes of content, each of
which has its own specific purpose,or desired effect on your buyer.
When used in its entirety, the content with a purpose framework
ensures that you engage with prospects in all the ways you need to
engage with them in order to convert them. As a result, you establish a
more relevantand powerful connection with buyers,from understanding
your productand company to feeling good aboutyour company,and
finally to being motivated and inspired to act.
Inspirational
Motivational
Emotional
Contextual
Informational
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23. About the Author Jeff Freund
Jeff Freund is a 15+ year veteran of the contentindustry. He is
currently founder and CEO ofAkoonu, a strategic marketing platform for
B2B enterprise companies.The Akoonu Platform helps marketers
deliver high quality buying journeys through a deep understanding of
their audience and the production ofengaging,buyer-centric content.
Previously,he was a founder of Clickability,the leading SaaS Web
ContentManagementplatform,and served as the company’s CTO and
CEO.
Throughouthis career, Jeff has worked closely with customers to truly
understand the needs of marketers and technologists in industries such
as High Tech, Financial Services,Media,and Manufacturing. He has
been active in the Digital Marketing ecosystem through extensive M&A
experience and as a thoughtleader speaking atconferences and on
panels.
Connectwith Jeff: www.linkedin.com/in/jefffreund/
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