The document outlines the top 5 pillars of global inbound marketing:
1. Global content marketing - Developing high-quality, thought leadership content and managing the content lifecycle across languages and regions.
2. SEO and PPC - Understanding SEO best practices and using PPC strategically to fill gaps in organic search rankings.
3. Social media - Developing a social media strategy that incorporates influencer identification, social SEO, management, monitoring, and metrics.
4. Marketing automation - Using marketing automation to maximize lead nurturing and tie marketing efforts back to ROI by leveraging a global content strategy.
5. Marketing analytics - Tracking, analyzing, and aligning key marketing metrics to understand performance
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
This presentation outlines a tried, tested and trusted 6 step content marketing framework to help you develop the kind of content marketing that captures an audience's attention, is appropriate to their buying cycle, keeps them nourished, and moves them seamlessly along the conveyor belt toward your end conversion goal.
The presentation is divided into the following sections
01 - 06 - Intro
07 - 14 - Context
15 - 23 - Know your customer
24 - 32 - Audit your content
34 - 41 - Map your content too your buyer
43 - 50 - Create an editorial plan
51 - 57 - Promote your content
59 - 60 - Measure performance
61 - 65 - Conclusion
- 66 - Acknowledgements
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
How to Budget and Plan Your 2020 Content Marketing StrategyInfluence and Co.
We know it can be hard to stick to your guns and get your content marketing planned in advance, with an allocated budget and a thought-out strategy. But you really cannot waste another second. While you're preoccupied with trying to figure out the why and how, your competitors are busy creating content, publishing it, using it to nurture leads and engage their audience, and ultimately, getting a leg up.
This deck addresses:
Why content marketing should be your No. 1 priority for 2020
How to budget for your content initiatives
Team members you'll want to consider to help you drive these efforts
How to put together a documented content strategy
A process for creating content
Tech that will aid your efforts
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
This presentation outlines a tried, tested and trusted 6 step content marketing framework to help you develop the kind of content marketing that captures an audience's attention, is appropriate to their buying cycle, keeps them nourished, and moves them seamlessly along the conveyor belt toward your end conversion goal.
The presentation is divided into the following sections
01 - 06 - Intro
07 - 14 - Context
15 - 23 - Know your customer
24 - 32 - Audit your content
34 - 41 - Map your content too your buyer
43 - 50 - Create an editorial plan
51 - 57 - Promote your content
59 - 60 - Measure performance
61 - 65 - Conclusion
- 66 - Acknowledgements
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
How to Budget and Plan Your 2020 Content Marketing StrategyInfluence and Co.
We know it can be hard to stick to your guns and get your content marketing planned in advance, with an allocated budget and a thought-out strategy. But you really cannot waste another second. While you're preoccupied with trying to figure out the why and how, your competitors are busy creating content, publishing it, using it to nurture leads and engage their audience, and ultimately, getting a leg up.
This deck addresses:
Why content marketing should be your No. 1 priority for 2020
How to budget for your content initiatives
Team members you'll want to consider to help you drive these efforts
How to put together a documented content strategy
A process for creating content
Tech that will aid your efforts
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
The marketing trend of the year is content marketing, so you’ve probably been busting your hump to push out blog posts and other content as fast as possible. Now you have an inventory of content, but for some reason, it just won’t take off.
You aren’t alone. Start with an objective review of what content working and what is not. But before you audit your own activities, make sure you know what to look for.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
[Webinar] Content Amplification Playbook: Harness Social Media to Boost Your ...Influence and Co.
Whether it’s a webinar, whitepaper, blog post, or video, compelling content is imperative to a marketer’s success. Although creating that content is important, your most critical work starts immediately thereafter.
Every piece of content that is published is competing for your audience's attention. How do you ensure that your content can reach and engage the right audience members? Marketers have realized that social media presents a valuable opportunity to amplify your content while attracting the right people to engage with that content.
this deck outlines:
An effective step-by-step process for amplifying content to the right audience
A handful of tips and tactics for using social media to promote content
Why content will get zero engagement without the right distribution strategy
There are also links to free resources provided at the end of the deck that will help you amplify your content and effectively share it out to your network.
S.E.O and Search Marketing Strategy Guidepixelbuilders
This is our most recent S.E.O and Search Marketing strategy guide complete with news of Google's most recent algorithm updates: Panda 4.0 and "Payday Loans" 2.0. Once again we are following the S.O.S.T.A.C planning system to guide you through from situation analysis to monitoring and data analysis.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
This deck covers:
How to create a documented content marketing strategy
How the marketing funnel works
The content tactics you should use to generate leads
How to measure success
The tech needed to help you pull it all off
Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"
The Search Performance Brief (SPB) is Brafton's proprietary data-driven content creation process that maximizes the likelihood of ranking for target keywords and driving qualified traffic.
SEMPO KC Presentation - It May Have to Be YouBrody Dorland
In late October 2016, I had the opportunity to present on the topic of "Building a Better Process" for the Kansas City Chapter of the Search Engine Marketing Professionals Organization (SEMPO). With a room evenly split between paid and organic search marketing pros, it was a bit of a challenge for me to put my SEO hat back on (it's been a while) and think about the process that these folks execute every day.
Thankfully, the search marketing world has converged and silo walls are being torn down. The days of a "search team" or "the guy who does search" are numbered. In many organizations, search is an integrated part of the strategic conversation and the practices of keyword research and optimization are becoming important components of the content process.
That being said, there's more work to be done. Many companies aren't there yet. Perhaps those companies just need to understand why they should be making search marketing a bigger priority. And perhaps they need some guidance as to how to integrate search marketing practices into their current process. That's my focus with this presentation. Enjoy!
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
Attempting content marketing without clear content marketing goals and metrics isn't worth doing; It's like nailing jelly to the wall. It won't stick.
Content Marketing is about creating relevant, customer-centric marketing content that moves your potential customers along their buying cycle, toward a decision to purchase from you.
But before you create content to support your marketing efforts, you need to answer several baffling questions like: What types of content should you use? What channels should you engage audiences in? What calls to action should you focus on? What interactions should you measure? What metrics should you track and report on, and how frequently: Daily, weekly, or monthly?
A goal setting framework gives purpose to your content marketing
The purpose of this presentation is to introduce several helpful frameworks for setting content marketing goals and metrics.
Goals are essential to the completion of any strategic activity that requires the best use of resources: Goals give us purpose, destination and direction.
Content marketing is complex and it needs clarity of focus, buy-in from team members, and regular updates for stakeholders on how the activity is tracking toward goal.
I delve beyond Jay Baer’s 4 Buckets of Content Marketing metrics, to oultine a more complete framework for tracking 7 content marketing metrics that marketers simply can’t afford to ignore, and the tools to track them.
Metrics make us accountable to answer tricky questions about content marketing performance like: Does our content appeal to our key audiences? Which formats are working and which aren’t? How is content influencing audiences? Are we forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this content activity contributing to our bottom line?
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
The marketing trend of the year is content marketing, so you’ve probably been busting your hump to push out blog posts and other content as fast as possible. Now you have an inventory of content, but for some reason, it just won’t take off.
You aren’t alone. Start with an objective review of what content working and what is not. But before you audit your own activities, make sure you know what to look for.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
[Webinar] Content Amplification Playbook: Harness Social Media to Boost Your ...Influence and Co.
Whether it’s a webinar, whitepaper, blog post, or video, compelling content is imperative to a marketer’s success. Although creating that content is important, your most critical work starts immediately thereafter.
Every piece of content that is published is competing for your audience's attention. How do you ensure that your content can reach and engage the right audience members? Marketers have realized that social media presents a valuable opportunity to amplify your content while attracting the right people to engage with that content.
this deck outlines:
An effective step-by-step process for amplifying content to the right audience
A handful of tips and tactics for using social media to promote content
Why content will get zero engagement without the right distribution strategy
There are also links to free resources provided at the end of the deck that will help you amplify your content and effectively share it out to your network.
S.E.O and Search Marketing Strategy Guidepixelbuilders
This is our most recent S.E.O and Search Marketing strategy guide complete with news of Google's most recent algorithm updates: Panda 4.0 and "Payday Loans" 2.0. Once again we are following the S.O.S.T.A.C planning system to guide you through from situation analysis to monitoring and data analysis.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
This deck covers:
How to create a documented content marketing strategy
How the marketing funnel works
The content tactics you should use to generate leads
How to measure success
The tech needed to help you pull it all off
Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"
The Search Performance Brief (SPB) is Brafton's proprietary data-driven content creation process that maximizes the likelihood of ranking for target keywords and driving qualified traffic.
SEMPO KC Presentation - It May Have to Be YouBrody Dorland
In late October 2016, I had the opportunity to present on the topic of "Building a Better Process" for the Kansas City Chapter of the Search Engine Marketing Professionals Organization (SEMPO). With a room evenly split between paid and organic search marketing pros, it was a bit of a challenge for me to put my SEO hat back on (it's been a while) and think about the process that these folks execute every day.
Thankfully, the search marketing world has converged and silo walls are being torn down. The days of a "search team" or "the guy who does search" are numbered. In many organizations, search is an integrated part of the strategic conversation and the practices of keyword research and optimization are becoming important components of the content process.
That being said, there's more work to be done. Many companies aren't there yet. Perhaps those companies just need to understand why they should be making search marketing a bigger priority. And perhaps they need some guidance as to how to integrate search marketing practices into their current process. That's my focus with this presentation. Enjoy!
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
Attempting content marketing without clear content marketing goals and metrics isn't worth doing; It's like nailing jelly to the wall. It won't stick.
Content Marketing is about creating relevant, customer-centric marketing content that moves your potential customers along their buying cycle, toward a decision to purchase from you.
But before you create content to support your marketing efforts, you need to answer several baffling questions like: What types of content should you use? What channels should you engage audiences in? What calls to action should you focus on? What interactions should you measure? What metrics should you track and report on, and how frequently: Daily, weekly, or monthly?
A goal setting framework gives purpose to your content marketing
The purpose of this presentation is to introduce several helpful frameworks for setting content marketing goals and metrics.
Goals are essential to the completion of any strategic activity that requires the best use of resources: Goals give us purpose, destination and direction.
Content marketing is complex and it needs clarity of focus, buy-in from team members, and regular updates for stakeholders on how the activity is tracking toward goal.
I delve beyond Jay Baer’s 4 Buckets of Content Marketing metrics, to oultine a more complete framework for tracking 7 content marketing metrics that marketers simply can’t afford to ignore, and the tools to track them.
Metrics make us accountable to answer tricky questions about content marketing performance like: Does our content appeal to our key audiences? Which formats are working and which aren’t? How is content influencing audiences? Are we forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this content activity contributing to our bottom line?
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
10 Ways to Calm The Chaos of Content Marketing by Oracle Marketing Cloud:
As more and more businesses produce content for customers, adding order to the process is critical. Here’s some history, insights, and a wealth of practical advice.
Which Marketing Channels Should You Use, and Why? (Series: Digital Marketing ...Financial Poise
Some of the most commonly used marketing channels include websites, social media, email marketing, search engine optimization, content marketing and pay per click advertising. While these are all highly effective, they aren’t necessarily the best fit for every business, especially for the business that’s just getting started. Upon completion of this episode, the business owner will have a better understanding of the challenges and benefits associated with each of these marketing channels. They will also be able to more clearly understand whether or not each channel is a good fit for their marketing mix.
To listen to this webinar on-demand, go to: https://www.financialpoise.com/financial-poise-webinars/which-marketing-channels-should-you-use-2020/
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
Are you getting the most out of your digital marketing strategy?
A common answer is yes, but in reality most companies find out there are many more available strategies and points of optimization than they realized. Use this Digital Marketing Checklist to see how your current strategy stacks up and if there are opportunities for improvement!
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
Digital marketing goes far beyond just ads and emails. Marketing teams can employ
a wealth of different platforms and tactics, including blogs, multi-layered email
campaigns, websites, and social media platforms, just to name a few. Ultimately,
the goal of a digital marketer is to generate leads, as well as engage, capture the
attention of, and forge a strong bond with the people who might be interested in what
you have to offer.
inBIZZness Magazine April Issue #1 Final with QR for Print.pdfManny Sarmiento
Welcome to inBIZZness Magazine, the ultimate source of information for all things marketing, social media, SEO, ChatGPT, AI, and other business-related articles. Our magazine is designed to provide practical, in-depth analysis, expert opinions, and industry insights to help business owners and professionals stay ahead of the competition.
We work tirelessly to bring you the latest trends, best practices, and real-world case studies from the world of business. Whether you are looking to improve your digital marketing strategy, optimize your website for search engines, or implement the latest AI technologies, our magazine has got you covered. In addition to our informative articles, we also feature interviews with industry leaders and experts, giving you exclusive insights into their success stories, strategies, and best practices. We also provide our readers with comprehensive guides, tutorials, and how-to articles, making it easy for you to implement the latest business trends...
Similar to B2B_Marketing_Guide_Top_5_Pillars_of_Global_Inbound_Marketing_Final (20)
2. www.BeGlobal.com2
Welcome to Inbound Marketing
Inbound marketing and digital strategy are the new critical pillars
of successful global marketing. But, on average, marketers’ skills
have not kept pace with the rapid digital evolution that has
occurred over the past several years.
Conversion rates are going down, website traffic isn’t great, email
lists are fatigued. You can’t get enough engagement on social
media to make up the difference you need. You don’t have enough
budget or head count to break through. Times are challenging for
many B2B marketers. If you’re responsible for lead generation, in
particular, you’ve likely noticed this most acutely.
So how do you navigate the journey toward achieving inbound
marketing success on an international scale?
Let’s get started!
According to the HubSpot 2013
Inbound Marketing ROI Report,
93% of companies using inbound
marketing increase lead generation.
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Global content marketing
SEO and PPC
Social media
Marketing automation
Marketing analytics
Top 5 Pillars
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As a global B2B marketer, you know you need content marketing in your mix – and you’ve been solidly
attempting to make content marketing a higher priority. But the truth is that many of you simply haven’t
figured out how to:
Make your global content stand out for quality, insight and thought leadership
Manage the process of creating, inventorying, optimizing and promoting content
Significantly scale the amount of content that you can produce in a given time period
Successfully shift the balance more toward inbound marketing vs. outbound marketing
Globalize your content for other target languages and regions to support international business objectives
These issues are the result of attempting content marketing without first taking a more comprehensive
assessment of your digital content strategy.
Global content strategy (and marketing strategy) is about managing the entire content lifecycle to deliver the
most optimized, elegant, seamless and authentic end-user content experience. It encompasses how you
create, manage, map, distribute and curate your content assets. It’s also how you strategically architect,
promote and position assets based on products, personas, target geos/languages, industry segments, stages
of the sales cycle, etc.
Pillar 1 Global Content Marketing
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CONTENT DEVELOPMENT
Many B2B marketers struggle with how to strategically scale content creation. Here are the essential components:
The ABC’s of a Global Content Strategy
A.
Content translation. In a global digital world, language
is a marketing channel. Make sure you have clear (and
modern) processes and plans in place to support your
language needs. Re-evaluate your existing translation
strategy and processes based on regional business
objectives, content types that need translating, budget,
international SEO and overall marketing strategy.
Content quality. Accept that content creation is time
consuming and takes a lot of effort. Stay focused on
delivering high-quality content. Make sure your content has
a distinct voice, passion, and message to share that makes it
stand out. When you get lazy with your content, it shows and
creates a negative impact. Your content is your marketing
and it is your brand.
In-house content expertise: At least one person on
your B2B global marketing team must have heavy content
development experience. Hopefully this person also has
strong knowledge of digital marketing best practices, and
writing or editing in their DNA (not all marketers do).
Writer resources. Cultivate your own customized
team of content marketers. Commit to identifying and
nurturing a pool of freelancer writers into subject-
matter experts who know your space well enough to
have interesting insights into specific industries, topics,
products and personas.
Content planning. You need a content calendar.
What are you publishing and when? What bigger assets
are you planning for each month (white papers, ebooks,
videos, etc.) and how are you supplementing with
disciplined blogging and shorter, varied content types?
Planning three to six months out should be the goal.
Content editing. Expect it to take a few months of
heavy in-house editing. You may have to go through
the process of testing many freelancers to find the right
match for what you need. Make sure you have editing
resources and subject-matter experts identified to
support your efforts.
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CONTENT MANAGEMENT
AND CURATION
The level of attention to inventorying and cataloging your
content is critical to every aspect of your marketing strategy.
If you’re doing global content marketing right, you know every
single content asset you have (and don’t have), how it maps to
a target role, industry, company size, stage in the sales funnel/
customer lifecycle, content type, language, region. Multiply that
by every product you sell.
This is a laborious up front process, but critical to success in
all five global inbound marketing pillars discussed in this guide.
A prioritized list of your content gaps and a plan (on whatever
timeline it might be) on how to fill them is also extremely
important. Make sure there is a clear agreed-upon process in
place for ongoing inventorying and curation.
The ABC’s of a Global Content Strategy
B.
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WEBSITES AND CMS
Do your website and CMS support your needs as a content marketer (a.k.a., a digital publisher)?
In many organizations, content creators (read: marketing) do not have enough knowledge of best
practices, provide enough feedback on issues, or try hard enough to influence CMS usability.
Your website is home base for all your marketing. You need to be able to optimize
this experience in every way possible, and do it quickly, responsively, and agilely.
Assess your CMS and make sure that it actually serves your needs.
Can you quickly and easily post content, incorporate images, optimize
for search and social, test page designs?
Are you losing significant productivity because of slow, buggy or poorly
architected tools and systems?
Do you need better support to do marketing in multiple languages?
Do you have translation capabilities integrated into your CMS?
(If not, send this to your CMS vendor.)
Bottom line: Make sure your website and CMS do what you need to deliver high-impact marketing.
The ABC’s of a Global Content Strategy
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WEB LAYOUT, DESIGN AND DEVELOPMENT
The best content in the world can’t make up for a poor user experience.
If your site design and functionality isn’t hitting the mark, you need to
address it. Content strategy also means understanding information
architecture and taxonomy, SEO, web design and user experience. Make
sure that your content is optimized for consumption by your audience
across all channels.
SEO AND SOCIAL MEDIA
If you are doing content marketing in any capacity, you need to feel
comfortable saying you are at least a 7.5 on a scale of 1 to 10 for SEO
knowledge. Social media is important for SEO and as an amplifier for your
content marketing and social influence. (More to come on this in next two
sections.)
The ABC’s of a Global Content Strategy
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E.
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People are your primary audience, but we all know that Google and Bing are
the true gatekeepers at the doors to your target audience. Search marketing is
a critical component of global inbound marketing – without it, no one is going to
find your content (and lead-generating calls-to-action).
Many marketers simply don’t understand SEO well enough to do their
jobs effectively in a digital marketing arena. Invest more time learning and
understanding SEO. Commit to following SEO best practices as part of your web,
content and social marketing efforts.
This requires the ability to do your own keyword research and understand what
you should be targeting. It also means understanding the competitive SEO and
PPC landscape and where you sit in the mix. From there, you must ensure that
your content creators understand SEO best practices and are following them in
the content creation process.
Finally, while you don’t necessarily have to manage it within marketing, you need
to understand the technical aspects of SEO well enough to validate that they are
being properly managed by your web team. There are a lot of people out there
doing SEO for a living that are not experts. Make sure you are well-versed enough
to know whether or not your technical SEO needs are being served.
Pillar 2 SEO and PPC
According to a Marketing
Sherpa study, organic
search ranks highest for
website traffic at 43%
and highest at traffic
conversion at 29%,
beating out email at 22%
and 25% respectively.
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Have you identified and validated a list of target keyword phrases?
Do you know and use alternate search phrases for primary keyword targets?
Where do you and your competitors currently rank for your target keyword phrases?
Do you know how much it would cost to run PPC on your target keywords?
Do you know how your competitors are using PPC?
Do you use PPC to strategically fill in gaps in your organic search rankings (while you
continue to improve SEO)?
If you already rank high in SEO on a term, could you get higher conversions and maintain a
favorable cost per lead if you bought the PPC term also?
Are you familiar with current best practices for optimizing content for search?
Do you optimize your titles, tags, and meta descriptions when posting content in your CMS?
Have you evaluated international SEO and the inbound marketing opportunities you could
create if you were to translate more of your content ?
SEO and PPC: 10 Questions to Ask Yourself
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While they may not have a lot of weight anymore algorithmically, they are still
critically important to the customer experience and can have a strong impact
on your search engine results page (SERP) conversion rates.
Your meta descriptions are calls-to-action (CTAs).
Keep them under 160 characters, including spaces, make them action-
oriented and easy to understand (read, get, find out, discover, learn, explore,
solve, fix, understand…these are all great words with which to start out a meta
description). Make sure you get your primary keyword phrase in there too.
There is art and science in writing titles and meta descriptions. Take the time
to hone this as part of your marketing craft.
Don’t Forget the Meta Descriptions!
Do you know what content pages on your
website get the most search traffic, and
have you optimized them further to improve
conversion, time on site, and pages per visit?
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Social media is not only important because of its ability to amplify
your message. It has multifaceted implications to your entire
organization’s reputation and influence in the markets it serves -- as
such, it needs to be viewed within the context of an integrated digital
marketing plan.
As a core pillar of your global inbound marketing strategy, make
sure your social media strategy and plans encompass each of the
following:
Social influencer strategy
Social SEO
Social media management
Social media monitoring
Social media metrics
Pillar 3 Social Media
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SOCIAL INFLUENCER STRATEGY
Who in your organization do you want to build up as a social influencer?
Also, who are the influencers in your target markets that you want to
build relationships with? Your executives and subject-matter experts are
your prime candidates for internal selection. Just realize marketing still
has to drive this.
SOCIAL SEO
Social isn’t just about real-time reach and engagement metrics. It’s
increasingly becoming a critical component in a successful SEO strategy.
If you care about content, you should care about SEO. If you care about
SEO, you should care about social. The three are now integrally linked
and should be viewed as a grand trine.
The 123’s of Social Media
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SOCIAL MEDIA MANAGEMENT
Social media is not a figure-it-out-as-you-go marketing tactic. It should be part of a cohesive,
integrated content strategy. Think like a publisher and make sure you not only have an editorial
calendar for your content marketing efforts, but a social media publishing calendar as well. Your
social media calendar should follow the same “inventory, audit, curation and calendaring”
process that your content marketing efforts get. Inventory your posts by social media channel,
date, and campaign. Build a backlog of great social media posts you can use that point to your best
content.
Also, as you are creating new content assets, make sure your content creators or your social media
managers are including 5-10 social posts/tweets (or more) you can use in association with those
content assets.
SOCIAL MEDIA MONITORING
Social content and conversations are contained in billions of tweets, Facebook posts, blog entries,
and websites and in numerous languages. To effectively expand your brand reputation and global
reach, you need to monitor social sentiment analysis . As a global marketing organization, you also
need a view of sentiment by region and language as well.
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The 123’s of Social Media
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SOCIAL MEDIA METRICS
This could be discussed as part of Pillar 5 in this B2B Marketing Guide, but it’s
important and relevant here and now. If you have not figured out how to measure
your social media efforts and tie them back to your overall marketing ROI, then you
have a gap in your social strategy (and therefore a gap in your inbound marketing
strategy as a whole).
First, you must be able to track every social media post on all channels from within
Google Analytics, using promo codes that link them back to specific marketing
campaigns in your CRM. This requires having a more disciplined approach to how
you post to social media channels. If you are doing it ad-hoc and are only focused
on activity levels, you’ll never reach your full potential with social media. You need
a process in place to capture your social metrics and tie those back to your other
marketing metrics, lead-generation and revenue.
This requires a lot of planning and an investment in new tools, training and
processes for your marketing team and others in your organization supporting
your social efforts.
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The 123’s of Social Media
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Marketing automation is the lead nurturing engine that maximizes the
impact of your inbound marketing efforts and ties them back into a
full yin-yang, balanced integrated marketing cycle. By using automated
lead nurturing email triggers that are tied to inbound lead-conversion
activities, you maximize the impact and ROI of all your marketing efforts.
The challenge for many marketers is that they’re just getting started with
marketing automation and aren’t sure how to get maximum benefit from
it. The real key to marketing automation is not the tool itself – it’s your
global content strategy.
If you know every asset you have, how it maps to industries, roles,
company size, languages, stage in marketing/sales cycle, you can map
really great drip campaigns and execute effective lead scoring. If your
content strategy and inventory are weak, your marketing automation will
be also.
Without a strong content strategy in place, marketing automation gets
reduced to a basic email marketing tool. Your global content strategy is
what allows you to deliver a personalized customer experience.
Marketing AutomationPillar 4
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According to a recent survey of 840 B2B marketers by
Holger Schulze, 25% don’t know their lead conversion rates and
41% don’t know the average cost per marketing qualified lead
(MQLs). And according to a HubSpot stat, 34% of businesses
cannot or do not calculate inbound marketing ROI in 2013.
Without data to inform your decision-making, you are
marketing in the dark. This isn’t just about proving the worth of
your inbound marketing efforts. It’s about tracking, analyzing
and aligning all of your marketing metrics to understand the
current health of your marketing organization.
Are you comfortable describing your marketing organization
as data driven? This doesn’t mean throwing creativity out
the window. It means embracing both the art and science of
marketing and using your metrics to help guide your focus and
creativity in the right direction.
5 Marketing AnalyticsPillar 5
Web Traffic by Channel
Conversion Rates
Net-New Leads
Cost Per Lead
Cost Per Acquisition
Marketing-Sourced Revenue
Marketing-Influenced Revenue
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Many marketers are not disciplined about tracking and analyzing data.
Others collect the information in spreadsheets but don’t take the time
to analyze it and extract the insights. It has become a rote process
that lacks investigative scrutiny.
Be as passionate about your metrics as you are about inbound
marketing, content, social, SEO, PPC, marketing automation, events
and whatever else you’ve got in your marketing mix. If you can’t
measure your marketing efforts, use your metrics to inform your
decision making, and demonstrate the impact of your marketing
efforts to the bottom line, you cannot compete successfully as a
marketer.
Just as with your CMS, make sure you are an active participant in fixing
any gaps in your CRM, web or social analytics that don’t allow you to
get a clear view of your performance benchmarks from a marketing
and revenue perspective.
Data-Driven Marketing
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Today and tomorrow’s B2B global marketing
leaders are those that can and will act as
change agents for their organizations. They
must be willing to advocate for, evangelize
and execute inbound marketing. And they
must embrace a modern, multilingual,
multichannel marketing strategy to compete
in a rapidly evolving digital marketplace.
Conclusion
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You may also like:
Modern Translation Guide: A Roadmap to Radically Simplified Translation
Analytics and Big Data: The Missing “Big Language” Link
Top 5 Big Language Business Challenges Solved by Machine Translation
Christine Polewarczyk is Senior Director of Global Marketing for SDL Language
Technologies. She is passionate about global marketing and the balance of art and
science required to deliver superior global customer experience through modern,
multilingual, and multichannel marketing strategies.
Her current mission is to educate the B2B masses about how to solve the Big Language
challenges associated with international branding and business and evangelize the era
of translation-as-a-service.
You can reach Christine at cpolewarczyk@sdl.com or via Twitter @Christine_Mktg.
Did you enjoy this B2B Marketing Guide?
About the author
20. 20 www.BeGlobal.com
SDL BeGlobal is an innovative translation-as-a-service platform that is revolutionizing translation by making
multilingual content capabilities easily accessible to every industry and for every use case imaginable.
Powered by SDL, the leader in translation for over 20 years, SDL BeGlobal offers the two following service
options – both of which allow you to select best-in-class machine translation or “good, better, best”
professional human translation based on cost, quality and turnaround time requirements:
A web-based interface where you can translate documents quickly, affordably, and in dozens of
languages
A simple self-service translation API available via the BeGlobal Developer Portal that quickly and
easily integrates into existing business software to provide in-context translation capabilities directly
to the end users of any application that touches content
Learn more at BeGlobal.com.
About SDL BeGlobal
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