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
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.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
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!
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.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
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!
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.
The once wild ride of conte nt marketing has certainly reached
cruising altitude, but there’s still turbulence from time to time.
Consider this infographic, our In-flight Content Guides, and your safety instructions, to be tucked neatly away in the setback pocket of your content marketing strategy. Now go and fly with confidence!
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
The Future of Marketing: How to Get Started With Inbound Marketingrickburnes
This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
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!)
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? 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 covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to 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
How to tell your company's story infodoodles from ann handley of marketing profsMarketingProfs
Telling your company's story requires a little planning, talking, and listening. You can unearth the good stories about your company by asking yourself (or others in your company) the right questions.
To get your creativity flowing, Ann Handley, MarketingProfs chief content officer and author of Content Rules, suggest companies ask themselves specific questions.
We've put them in this colorful infodoodle slideshow.
Telling your company's story requires a little planning, talking, and listening. You can unearth the good stories about your company by asking yourself (or others in your company) the right questions.
To get your creativity flowing, Ann Handley, MarketingProfs chief content officer and author of Content Rules, suggest companies ask themselves specific questions.
1. What is unique about your business?
2. What is interesting about how your business was founded? About your founder?
3. What problem is your company trying to solve?
4. What inspired your business?
5. What aha moments has your company had?
6. How has your business evolved?
7. What's an unobvious way to tell your story?
8. What do you consider normal and boring that other folks would think is cool?
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.
The once wild ride of conte nt marketing has certainly reached
cruising altitude, but there’s still turbulence from time to time.
Consider this infographic, our In-flight Content Guides, and your safety instructions, to be tucked neatly away in the setback pocket of your content marketing strategy. Now go and fly with confidence!
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
The Future of Marketing: How to Get Started With Inbound Marketingrickburnes
This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
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!)
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? 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 covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to 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
How to tell your company's story infodoodles from ann handley of marketing profsMarketingProfs
Telling your company's story requires a little planning, talking, and listening. You can unearth the good stories about your company by asking yourself (or others in your company) the right questions.
To get your creativity flowing, Ann Handley, MarketingProfs chief content officer and author of Content Rules, suggest companies ask themselves specific questions.
We've put them in this colorful infodoodle slideshow.
Telling your company's story requires a little planning, talking, and listening. You can unearth the good stories about your company by asking yourself (or others in your company) the right questions.
To get your creativity flowing, Ann Handley, MarketingProfs chief content officer and author of Content Rules, suggest companies ask themselves specific questions.
1. What is unique about your business?
2. What is interesting about how your business was founded? About your founder?
3. What problem is your company trying to solve?
4. What inspired your business?
5. What aha moments has your company had?
6. How has your business evolved?
7. What's an unobvious way to tell your story?
8. What do you consider normal and boring that other folks would think is cool?
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
Digital marketing is a form of marketing that utilises digital channels, such as search engines, social media, email, and other websites, to reach potential customers.
- Provide you with skills to aid your team in making business decisions
- Marketing Strategy 101
- Determine the role your CMO should play
- Evaluate the effectiveness of your CMO
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
Planning and Preparation covering:
SWOT analysis & audit
What is a marketing plan & how can it help you?
Marketing plan types & getting started
Elements of a digital marketing strategy
SMART goals
Breaking goals down
Content marketing timeline
Social Media Scheduling & CRM
Pricing Clarity
Pareto 80:20 Rule
Pricing Offer
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
"Marketing Analytics - Definitive Guide to Marketing Metrics via Marketo
This guide will help you:
• What are the most important marketing metrics for me to use?
• How can I measure my various marketing programs’ impact on revenue and profit?
• How can I best communicate marketing results with my executive team and board?
• Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement?
• And many more…
The bottom line of any business is the top line: revenue and faster growth!"
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
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!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
1. INTERNAL PROCESSES & TACTICS
Track 1 of 32
BUILDING THE PERFECT
CONTENT MARKETING MIX
Top Priorities
for 2015
PART I
SPONSORED BY
Now
Playing
2. BUILDING THE PERFECT CONTENT MARKETING MIX
Top Priorities for 2015 — Part 1
INTRODUCTION
FEEL LIKE IT’S TIME TO MIX UP YOUR MARKETING PLAYLIST?
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
3. PLAYLISTS
From internal alignment to efficient processes,
learn how you can best structure and manage
your content marketing teams:
Better internal communication/
collaboration/ team operations ................................. 4
Understanding/ using content
marketing technology ................................................... 6
Getting buy-in from executive management........... 8
PLAYLIST 1: INTERNAL PROCESSES
From channels to platforms to audience
segmentation, learn how you can best
establish your content marketing strategy:
Increasing understanding of your audience..........10
Developing an email strategy....................................12
Tying content to business goals................................14
Measuring content marketing ROI............................16
Creating a documented content ..............................18
marketing strategy
Building a strong mobile strategy.............................20
Progressive profiling.....................................................22
Creating a channel plan for social media...............24
Creating a subscription model..................................26
PLAYLIST 2: CONTENT MARKETING
STRATEGY TACTICS
BUILDING THE PERFECT CONTENT MARKETING MIX
Top Priorities for 2015 — Part 1
4. INTERNAL PROCESSES
Track 1 of 3
BETTER INTERNAL COMMUNICATION/
COLLABORATION/TEAM OPERATIONS
WHAT THE NUMBERS SAY...
Almost half of B2B and B2C marketers are focusing on building better internal teams now,
with even more (55%) nonprofit marketers making this a current initiative. With fewer
people choosing to put this off until next year, we can see that better internal processes
and operations among content marketing teams is a top priority for most marketers in the
immediate future.
WORKING ON
THIS NOW
WORKING ON THIS
IN NEXT 12 MONTHS
North America B2B 48% 24%
North America B2C 49% 27%
North America Nonprofit 55% 27%
Australia for-profit 49% 28%
UK for-profit 48% 26%
The need for a solid,
organized and strategic
content marketing team isn’t
new. However, as content
marketing evolves and
becomes more of a standard
practice in many organizations,
many are finding that their
growing teams need better
collaboration processes and
communication to become
more efficient. What this
looks like, however, can vary
greatly depending on your
organization’s size, content
marketing maturity, budget,
and more.
TACTIC
1
5. INTERNAL PROCESSES
Track 1 of 3
From How Enterprises Structure, Scale, and Spend on Content: How can you best organize your content
marketing teams? In most cases, while content marketing officially “sits” within the marketing department,
many different parts of the organization (and even some outside contributors) must be involved in order to
make it successful. This “hybrid organizational structure” can create a number of different models, including:
For more information, check out CMI’s reports: The State of Content Marketing Operations for the Enterprise and
6 Keys to Shifting an Enterprise to a Content Marketing Mindset.
A model with a
central content
marketing strategist
whose responsiblity
is to coordinate all
the different moving
parts from across
the organization
How to Organize Your Internal Content Marketing Team:1
TACTIC
An “ad hoc”
model where
internal
contributors
get involved,
as needed
A model that
includes a mix of
internal and
external content
marketing
experts
A model in which
channel managers
are assigned when
there is a primary
owned media
platform, such
as blogs
6. TACTIC
2
INTERNAL PROCESSES
Track 2 of 3
WHAT THE NUMBERS SAY...
While almost half of marketers in most categories are focusing on finding the right
marketing technologies and understanding what’s available, we do see numbers
skewing slightly lower for nonprofit organizations. With traditionally leaner budgets and
resources, this may merely reflect some restrictions in those areas rather than a lack of
desire to progress their marketing technologies.
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North America B2B 41% 29%
North America B2C 43% 35%
North America Nonprofit 34% 30%
Australia for-profit 40% 38%
UK for-profit 41% 30%
The number of tools and
technologies that can help
with content marketing has
exploded. You simply can’t
afford to buy into every new,
shiny solution that’s presented
to you, nor do you have time
and mental bandwidth to try
and implement every possible
solution. So, it’s your job to
not only understand all the
different options you have
— from full-service suites to
specialized vendors — but also
how those options can deliver
a measurable impact on your
programs.
UNDERSTANDING/USING
CONTENT MARKETING TECHNOLOGY
7. From 12 Questions to Ask When Making a Content Marketing Technology Decision: When considering certain
marketing technology solutions for your organization, ask yourself the following questions:
INTERNAL PROCESSES
Track 2 of 3
For more marketing technology tips, read CMI’s eGuide: How to Choose Technology that Drives Better
Content Marketing Results.
How to Better Understand Marketing Technology: Quick Tips2
TACTIC
While there are many other questions to consider
when choosing the right marketing technology,
these should give you a solid starting point — and a
sense of whether the solution you’re considering is
right for your organization.
Can the
technology really
measure results
(i.e., is data at
the heart of the
software)?
Is there room
for offline
marketing?
What other
companies are
using it?
Is it easy
to use?
What is the
company’s/
technology’s
reputation?
How will this
technology help
me support my
business goals?
Does it
integrate easily
with other
software?
8. TACTIC
3
WHAT THE NUMBERS SAY...
Nearly half of all marketers we surveyed agree that getting buy-in from executive
management is a top priority for them right now. Without that buy-in, most of the other
objectives and priorities they’ve laid out for content marketing programs won’t come to
fruition. So, marketers are putting in the time and effort to lay a foundation with senior
leadership to gain support for upcoming content marketing initiatives. This holds true
across all organization types we surveyed: B2B, B2C, and nonprofit.
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North America B2B 41% 13%
North America B2C 41% 17%
North America Nonprofit 41% 19%
Australia for-profit 41% 21%
UK for-profit 40% 12%
There may be lots of
enthusiasm inside your
organization to build a robust
content marketing program,
but the harsh reality is that
without your senior-most
executives’ buy-in, your
program won’t have the
support it needs to truly be
successful. This means you
need to get your CMO, CFO,
or even your CEO sold on the
idea that content marketing
can have an impact on your
company’s objectives.
GETTING BUY-IN FROM EXECUTIVE MANAGEMENT
INTERNAL PROCESSES
Track 3 of 3
9. INTERNAL PROCESSES
Track 3 of 3
From Jon Griffin’s Getting Buy-in for your Content Marketing: A 3-Point Process: In order to gain executive
buy-in, you need to embrace your inner salesperson:
For more tips on getting executive buy-in, read CMI’s eGuide,
Building the Case for Content Marketing.
STEP 1: Know your facts, and have a series of key points you want to
bring up when presenting, like how important it is to nurture your brand’s
reputation, the visibility and share of voice your company will receive with a
strong content strategy, and how it will enhance your customer interactions.
STEP 2: Then, be prepared to walk through the data that supports your key
points, and have a firm and well-thought-out action plan to present on how
you’re going to execute.
How to Get Buy-In From Executive Management: Quick Tips3
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10. CONTENT MARKETING STRATEGY TACTICS
Track 1 of 9
INCREASING UNDERSTANDING OF YOUR AUDIENCE
WHAT THE NUMBERS SAY...
Over half of marketers surveyed, across B2B, B2C, and nonprofit, agree that gaining a better
understanding of your audience is a top priority right now. In our 2015 research, this was the
highest-rated strategy tactic among the list of initiatives marketers stated they were currently
focused on; and with the ways consumers get exposed to your content changing so rapidly,
we can understand why.
This means that many are likely:
• Firming up those audience personas
• Mapping out the different content needs their audiences may have throughout the sales cycle
• Working to understand all the different content channels and how they’ll impact different
content elements
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North America B2B 63% 21%
North America B2C 58% 27%
North America Nonprofit 59% 22%
Australia for-profit 67% 22%
UK for-profit 63% 25%
Though you may have done a
lot of work around audience
profiling and content mapping
to those profiles, if you’re
like most marketers, you’re
only beginning to scratch the
surface. Not only are your
audience’s needs evolving,
so are the media through
which they’re experiencing
your content. Having a truly
deep understanding of your
audience so you can create
the right content to meet their
needs at any specific time is an
ongoing and uphill battle for
most marketers, to say
the least.
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11. CONTENT MARKETING STRATEGY TACTICS
Track 1 of 9
From Analyzing Human Data: Take a Dive to Find Out What Your Customers
Really Feel: While listening tools are great at helping you understand your
share of voice and what people are saying about you online, there’s a big gap
in understanding how your consumers truly feel.
One thing to consider: sentiment analysis. It’s what helps marketers
understand the intent behind what consumers are saying, and can provide
invaluable insight into your audience’s needs at levels you’ve never
experienced before.
However, if you’re enlisting a tool or software to help you mine your online chatter
for sentiment, be sure it’s sophisticated enough to measure context: Take the time to customize
your solution so it truly fits your needs, and so you can understand more than just what a
customer’s saying, but how they’re feeling when doing so, as well.
Get more tips about building your audience.
How to Better Understand Your Audience: Quick Tips4
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12. CONTENT MARKETING STRATEGY TACTICS
Track 2 of 9
DEVELOPING AN EMAIL STRATEGY
WHAT THE NUMBERS SAY...
Most marketers we surveyed agreed that developing an email strategy is a top priority for them right now. This is an interesting
insight, as you would assume that most companies already have an email strategy; it certainly isn’t a new technology or content
marketing practice. However, with new features from popular email programs and increased sophistication in the field, it seems
that most marketers are taking the time to see how this new world of email marketing fits into their content marketing strategy.
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North America B2B 55% 22%
North America B2C 56% 26%
North America Nonprofit 53% 26%
Australia for-profit 54% 27%
UK for-profit 55% 23%
As we’ve seen these past
few years, email isn’t going
anywhere. Though it may be
getting more sophisticated,
harder to penetrate, and
more complex in its audience
segmentation offerings, it
remains at the top as a content
marketing priority.
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13. CONTENT MARKETING STRATEGY TACTICS
Track 2 of 9
From Andrew Davis’ 4 Branded Content Lessons From a Content Cancellation:
A successful email strategy should contain the following elements:
RELIABILITY: Your consumers should come to expect it on a certain day
or at a certain time, and in a consistent format.
UNIQUENESS: What value are you bringing to your readers with your
email? Think of something unique — something that is different from what
anyone else around you is creating.
PERSONALIZATION: Give your readers the ability to choose which
communications they want from you — from topics to delivery timing.
How to Develop an Email Strategy: Quick Tips5
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14. CONTENT MARKETING STRATEGY TACTICS
Track 3 of 9
TYING CONTENT TO BUSINESS GOALS
WHAT THE NUMBERS SAY...
This year’s research shows that tying content to business goals is a large focus for
marketers right now. With almost half of B2C and nonprofit marketers focusing on
this now, we did see a bit of an increase for B2B NA participants; 56% stated this is
an initiative they are working on right now.
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North America B2B 52% 27%
North America B2C 46% 34%
North America Nonprofit 41% 29%
Australia for-profit 54% 30%
UK for-profit 61% 22%
A critical part of any content
marketing strategy is the ability
to tie your efforts to your business
goals. While this typically happens
at the onset of many content
marketing programs, it’s also
something many marketers look to
revise and refine as their business
priorities evolve. Additionally,
your business goals may differ
across multiple business units,
leaving marketers to tailor their
content marketing programs for
each specific initiative. Either way,
it’s a complex endeavor, and one
we see many marketers focusing
on in the immediate future.
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15. CONTENT MARKETING STRATEGY TACTICS
Track 3 of 9
From 2 Essential Elements for Getting Started with Content Marketing: Your content should be created with a
specific marketing or business goal in mind. As you develop your content marketing plans, ask yourself the
following questions:
Do I
need to raise
awareness for
my brand?
Do I need to
build my
email list?
Do I need
to nurture
prospects along
their buyer’s
journey?
Do I need to
retain customers
and/or increase their
purchases (up-sell/
cross-sell)?
Do I need to
convert customers
to evangelists?
Do I need to
convert my
audience
to paying
customers?
This should be a
constant dialog among
members of your
content marketing team
as your content evolves
and plans shift. Keeping
an eye on your critical
business goals will help
ensure you’re focused
on the right things, at
the right time.
How to Tie Your Content to Business Goals: Quick Tips6
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16. CONTENT MARKETING STRATEGY TACTICS
Track 4 of 9
MEASURING CONTENT MARKETING ROI
WHAT THE NUMBERS SAY...
Perhaps one of the biggest themes we heard again and again from survey respondents this
year was the need to better understand how to measure the ROI of their content marketing
programs. Nearly half of B2B and B2C marketers listed this as a top initiative they are
working on right now, with a slightly lower percentage focusing on this in the next 12 months.
For nonprofit marketers, however, the numbers are slightly lower: Only 30% of nonprofit
respondents are focusing on ROI right now, with an increase to 39% working to include that
in the next 12 months.
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North America B2B 46% 36%
North America B2C 42% 37%
North America Nonprofit 30% 39%
Australia for-profit 46% 41%
UK for-profit 48% 35%
You many feel that your
content marketing program is
meeting your business goals,
but how can you know for
sure? Establishing a solid way
to measure the ROI of your
content marketing is perhaps
one of the most critical, and
challenging, parts of your job.
It involves taking a critical
look at each and every aspect
of your plan, and requires a
deep understanding of the data
needed to justify many of your
program elements.
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17. How to Measure Your Content Marketing ROI: Quick Tips7
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CONSUMPTION
METRICS:
Web programs like Google
Analytics will help you
measure how well your
content is performing, and
can oftentimes be a direct
link back to the value of
your investment. Site visits,
downloads, cost-per-visitor
and other valuable KPIs
can all be measured here.
LEAD GENERATION
METRICS:
Be sure your site is set
up to track and measure
not only how many leads
you’re getting through
traditional methods
(download forms, etc.),
but also to track how
people are getting there.
Determining the dollar
value associated behind
a lead is also critical here.
SHARING METRICS:
Social media might be
trickier to measure, but it’s
still important. Determine
how you’re using social
media to support your
content marketing, and
measure accordingly (i.e.,
as a link referral source
to your website, to help
increase web conversions,
or to simply help share
your content more
broadly).
SALES METRICS:
Perhaps the most critical of your
KPIs, you’ll need to ensure your
infrastructure is set up to track
how a sale can be measured
and tied back to your content.
For example, if you can track
how a visitor came to your site,
which content they saw, which
downloads they chose and,
ultimately, which products they
purchased, you can more easily
determine which content pieces
are helping drive sales the most.
CONTENT MARKETING STRATEGY TACTICS
Track 4 of 9
There are a million ways to slice and dice your data to help measure the ROI of your content marketing programs.
There are essentially four buckets of content marketing metrics that matter. To effectively measure the ROI
of your program, determine which of these KPIs will be most meaningful to your senior management and
help you tie your content marketing efforts to your business goals:
How to Measure Your Content Marketing ROI: Quick Tips7
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18. CONTENT MARKETING STRATEGY TACTICS
Track 5 of 9
CREATING A DOCUMENTED
CONTENT MARKETING STRATEGY
WHAT THE NUMBERS SAY...
This year, almost half of B2B and B2C marketers listed “creating a documented content
marketing strategy” as a top priority, with one-third stating it will be a priority for them
in the next 12 months. A slightly lower percentage of nonprofit marketers listed this as a
top priority now. Over the next year, however, the theme was consistent across all three
groups: creating a documented strategy is top-of-mind for marketers who may already
have a verbal one, but are looking to drive more efficiencies.
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North America B2B 44% 32%
North America B2C 45% 32%
North America Nonprofit 34% 37%
Australia for-profit 53% 29%
UK for-profit 52% 28%
Perhaps one of the most
resounding themes from our
content marketing research
this year was the need to not
only have a content marketing
strategy but to document it,
as well. Marketers who take
the time to document their
strategies feel more efficient,
organized, and better set
up to succeed in the future.
In addition, they are able
to more clearly justify their
content marketing budgets as
they’ve established clear goals,
processes, and metrics.
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19. How to Create a Documented Content Marketing Strategy: Quick Tips8
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CONTENT MARKETING STRATEGY TACTICS
Track 5 of 9
From Developing Your Content Marketing Strategy: What You Need to Know: The first thing to remember when
creating a documented strategy is that there’s no “right answer” or template you need to follow.
However, there are a few common elements that each strategy document includes, such as:
For more, download CMI’s The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer
A BUSINESS PLAN FOR
INNOVATION: This will ensure
everyone’s expectations are
aligned and that you’re
covered in case certain
initiatives might fail.
A BUSINESS PLAN FOR
CONTENT MARKETING:
Keep in mind that this does
not guarantee an ROI on your
program, but will establish how
you plan to measure once the
plan gets underway.
PERSONA DEVELOPMENT
AND CONTENT MAPPING:
This will identify and document
who your buyers are as people
as well as what their needs are
throughout each stage of the
buying cycle.
YOUR BRAND STORY: This
establishes your content pillars
and framework for helping you
determine the best ways to tell
your story.
A CHANNEL PLAN: i.e.,
where will your content live
once developed, and which
will be most beneficial to you?
20. CONTENT MARKETING STRATEGY TACTICS
Track 6 of 9
BUILDING A STRONG MOBILE STRATEGY
WHAT THE NUMBERS SAY...
Even with the mounds of data to argue why marketers need a better mobile strategy,
only one-third of marketers (or fewer) are working on this right now. A larger portion of
survey respondents indicated that a better mobile strategy was a focus for the next
12 months, more so in the B2C segment than in the other groups of respondents.
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North America B2B 24% 33%
North America B2C 36% 38%
North America Nonprofit 34% 33%
Australia for-profit 36% 34%
UK for-profit 23% 39%
The need to optimize your
content for mobile is clear:
Content is being consumed
through mobile devices. Yet
marketers are still struggling
to determine the best ways
to use the mobile channel
and enhance how consumers
can engage and interact with
content on various devices.
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21. CONTENT MARKETING STRATEGY TACTICS
Track 6 of 9
From How to Create a Mobile-First Content Marketing Strategy: There are a few things every marketer should
consider when looking to enhance consumers’ experience with their content on a mobile device:
For more information on creating a better mobile strategy, see How Your
Content Plan Should Change to Improve Mobile Engagement.
How to Build a Better Mobile Strategy: Quick Tips9
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• When targeting your content online,
consider creating localized content.
Use Google Trends to determine
what topics are trending in different
geographic regions, and where you
could tailor your content to meet their
needs.
• Also using Google Analytics, drill
down into your audiences to see what
terms people are using to visit your
site or view your content. These
keywords can help inform future
content you create.
• Video consumption is very popular
on mobile devices; according to
some studies it’s the most used
content format on this channel. Plus,
thanks to Vine and Instagram, creating
mobile video is now easier than ever,
making it a no-brainer for marketers to
add to their content marketing mix.
• Reduce abandon rates by making
it easy for consumers to interact
with your content from a design
perspective; remember that touch-
enabled functionality can be
challenging on smaller mobile
devices.
• Make it easy for conversions to
happen on mobile devices, such
as through a sign-up form or
download request.
You can do this
by shortening the
form fields you require,
or enabling contextual
keyboards depending
on which information
your form is requesting.
22. CONTENT MARKETING STRATEGY TACTICS
Track 7 of 9
PROGRESSIVE PROFILING
WHAT THE NUMBERS SAY...
Progressive profiling may not be top-of-mind for marketers right now; however, it is
something they expect to turn more attention to in the next 12 months. Interestingly,
B2C marketers planned the biggest increase in focus on this initiative over the next
12 months versus what they do now, with a slightly lower, but still notable increase,
by their B2B peers.
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North America B2B 20% 29%
North America B2C 18% 33%
North America Nonprofit 14% 22%
Australia for-profit 23% 33%
UK for-profit 25% 28%
A smart lead-capture tactic,
progressive profiling allows
you to pre-populate your forms
using information you already
know about your prospects,
and lets you build out that
information over time as they
interact with your content
(rather than bombarding
them with multiple fields to
complete at once). Marketers
have come to use this as an
effective content marketing
tactic to increase conversion
rates and give prospects a
better experience with your
content.
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23. CONTENT MARKETING STRATEGY TACTICS
Track 7 of 9
From The Content Match Game: Tips for Better Content Alignment Throughout
the Buying Cycle: As you’re gathering information progressively about your
leads, also consider what content your leads may want and/or need at different
stages of the sales cycle, and be prepared to give them only what they’ve
indicated is most useful.
Elle Woulfe, Senior Marketing Programs Manager at Eloqua, advises marketers to
focus on product-related information once a prospect has been classified as a true “lead”
(i.e., someone who has demonstrated interest in your company). To help the lead become
sales-ready, focus on delivering the right content pieces, such as white papers, case studies,
demo videos and product comparisons.
How to Utilize Progressive Profiling: Quick Tips10
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24. CONTENT MARKETING STRATEGY TACTICS
Track 8 of 9
CREATING A CHANNEL PLAN FOR SOCIAL MEDIA
WHAT THE NUMBERS SAY...
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North America B2B 37% 29%
North America B2C 45% 30%
North America Nonprofit 41% 28%
Australia for-profit 44% 38%
UK for-profit 41% 33%
Good content needs strong
delivery channels, but with so
many social media platforms
available, it’s hard to know
which ones to invest in.
Developing a channel plan for
social media can help, and
with marketers creating more
content than ever, and utilizing
more social media platforms
than ever, a solid plan is the
only way to ensure your team
is working as efficiently as
possible.
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With social media playing such a pivotal role in content marketing — particularly when it
comes to distribution — it’s not surprising that developing a channel plan is high on the
list of marketer priorities across the board. Interestingly, B2B marketers were on the lower
end of the statistical spectrum, both in terms of prioritizing the creation of a social media
channel plan now and doing so in the future.
25. CONTENT MARKETING STRATEGY TACTICS
Track 8 of 9
How to Create a Channel Plan for Social Media: Quick Tips11
TACTIC
From How to Build Social Media Into Your Content Marketing Processes: It’s important for marketers to have a
dedicated plan for every channel on which they intend to distribute social media content on. To create this
plan, ask the following questions for each channel you’re on now or are considering using soon:
What’s the
ultimate goal
of the channel?
What’s the
desired action?
What is the
specific type of
content the audience
wants to get in this
channel?
What is the
ideal velocity?
What’s the
right tone for
the channel?
Identifying answers to
these questions will help
you focus in on the right
activities, versus trying to
be everywhere at once.
26. CONTENT MARKETING STRATEGY TACTICS
Track 9 of 9
CREATING A SUBSCRIPTION MODEL
WHAT THE NUMBERS SAY...
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North America B2B 17% 20%
North America B2C 20% 20%
North America Nonprofit 14% 15%
Australia for-profit 24% 18%
UK for-profit 24% 21%
Gathering email addresses is
important, but what’s more
important for marketers is to
gather a tribe of subscribers —
people interested in continuing
to consume your content over
time. Understanding the value
of these subscribers, and how
best to engage with them, can
be an extremely powerful tool
for your content marketing
program.
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Retaining audience loyalty and engagement is an essential component of achieving
sustainable success with content marketing. So it comes as a surprise that driving
subscriptions is such a low priority among the marketers surveyed — particularly nonprofit
marketers. With only 14% of respondents working on this tactic now, and only 15%
planning to do so in the next 12 months, it is the lowest-rated of all the strategy tactics in
our nonprofit research.
27. CONTENT MARKETING STRATEGY TACTICS
Track 9 of 9
From Your Epic Content Marketing Plan: 3 Steps for Driving Subscriptions: How can you grow your subscription
channels to help meet your content marketing goals?
How to Create a Subscription Model: Quick Tips12
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MAKE CONTENT-FOR-CONTENT OFFERS: (i.e., offer them something in
exchange for signing up for your email list).
LEVERAGE POP-UPS: When used well, these can be a great way to drive
subscribers while they are engaging with content on your site.
MAKE CONTENT-FOR-CONTENT OFFERS: Decide which specific offers
you want to provide readers, and stick with a clear call to action when trying
to attract subscribers.
28. About Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and
training organization. CMI teaches enterprise brands how to attract and retain customers
through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the
largest content marketing-focused event, is held every September, and Content Marketing
World Sydney, every March. CMI also produces the quarterly magazine Chief Content
Officer, and provides strategic consulting and content marketing research for some of the
best-known brands in the world. CMI is a 2012, 2013, and 2014 Inc. 500 company.
To see all of CMI’s original content marketing research, visit our Research Page. Learn how
to create a documented content marketing strategy, a key component for improving overall
content marketing effectiveness.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for
delivering and monetizing video across connected devices. The company offers a full suite
of products and services that reduce the cost and complexity associated with publishing,
distributing, measuring and monetizing video across devices. Brightcove has more
than 5,500 customers in over 70 countries that rely on the company’s cloud solutions to
successfully publish high-quality video experiences to audiences everywhere.
To learn more, visit www.brightcove.com.
DON’T MISS
Part 2 of Building
the Perfect Content
Marketing Playlist:
Top Priorities for 2015.
Coming Soon
And if you would like to learn
more about how to tackle the top
content marketing priorities, sign
up for CMI’s weekly newsletter, or
join us for our weekly #CMWorld
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