Contractors are an important target audience for content marketing. Building relationships with contractors through helpful, valuable content can grow a business. Content should be distributed across owned channels like email lists as well as paid channels like search advertising and social media platforms where contractors spend time, like LinkedIn and Facebook groups. Measuring the effectiveness of content marketing efforts is important for optimizing strategies over time.
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.
The current digital space is inundated with a multitude of content, from the mundane to the relevant, all wanting to grab the attention of online audiences, whatever background or milieu they originated from. This is made even more complex with the deluge of user-generated content, adding to the din and cacophony of information digital marketers are struggling to overcome with daily. Read more about our presentation on the current B2B content marketing trends this 2020.
Check out our original blog post here: https://digitalmarketingphilippines.com/b2b-content-marketing-trends-in-2020-infographic/
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
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.
The current digital space is inundated with a multitude of content, from the mundane to the relevant, all wanting to grab the attention of online audiences, whatever background or milieu they originated from. This is made even more complex with the deluge of user-generated content, adding to the din and cacophony of information digital marketers are struggling to overcome with daily. Read more about our presentation on the current B2B content marketing trends this 2020.
Check out our original blog post here: https://digitalmarketingphilippines.com/b2b-content-marketing-trends-in-2020-infographic/
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
Your company IS a media company (or at least it can be). Convince & Convert's media division and our consulting division converge to provide outstanding digital media advice and counsel to major companies like Insight, Cisco, and The Motley Fool.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
B2B B2C Marketing Strategies That Work for BothSilverpop
The marketing divide is diminishing. B2B scores leads and B2C sends offers. B2C incorporates dynamic content while B2B nurtures prospects from interest to conversion. Both sets of marketers can learn from each other. Silverpop conducted a survey of B2B and B2C marketers to find out which tactics work best. Discover some of the best segmenting techniques used by both groups, and the kinds of email marketing campaigns that drive the best results. You’ll learn:
• How B2B marketers can benefit from sending messages at just the right time
• How B2C marketers can use lead scoring methodology to enhance sales and ROI
• The benefits both can receive from incorporating social media into the mix
Presented by Will Schnabel, Silverpop at the Online Marketing Show in London, June 30. 2010.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
B2C and B2B advertisers view their audiences from two completely different perspectives even though they’re often both talking to the same people. The infographic below showcases how important it is for B2B marketers to ensure that they are using the right lens to identify, target and communicate with their potential customers online.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Top Drivers of Marketing Success – What to Budget for in 2015Planimedia
In an industry where the pace of change has never been greater, staying ahead has never been more challenging. BAI Retail Delivery will help transform you from the leader you are now, to the visionary you want to be. Giving you actionable insights and inspiration that will help you stay ahead of your competition.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
Your company IS a media company (or at least it can be). Convince & Convert's media division and our consulting division converge to provide outstanding digital media advice and counsel to major companies like Insight, Cisco, and The Motley Fool.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
B2B B2C Marketing Strategies That Work for BothSilverpop
The marketing divide is diminishing. B2B scores leads and B2C sends offers. B2C incorporates dynamic content while B2B nurtures prospects from interest to conversion. Both sets of marketers can learn from each other. Silverpop conducted a survey of B2B and B2C marketers to find out which tactics work best. Discover some of the best segmenting techniques used by both groups, and the kinds of email marketing campaigns that drive the best results. You’ll learn:
• How B2B marketers can benefit from sending messages at just the right time
• How B2C marketers can use lead scoring methodology to enhance sales and ROI
• The benefits both can receive from incorporating social media into the mix
Presented by Will Schnabel, Silverpop at the Online Marketing Show in London, June 30. 2010.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
B2C and B2B advertisers view their audiences from two completely different perspectives even though they’re often both talking to the same people. The infographic below showcases how important it is for B2B marketers to ensure that they are using the right lens to identify, target and communicate with their potential customers online.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Top Drivers of Marketing Success – What to Budget for in 2015Planimedia
In an industry where the pace of change has never been greater, staying ahead has never been more challenging. BAI Retail Delivery will help transform you from the leader you are now, to the visionary you want to be. Giving you actionable insights and inspiration that will help you stay ahead of your competition.
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
Anicca Digital's Head of Social Media and Content, Samantha Hearn, delivered a superb talk on how B2B business can get the most out of Facebook marketing.
Air Force Research Laboratory Small Business Hub Collider - Small Business Ma...Billy Grill
Presented by Billy Grill, Rebel Marketing, this Collider event through the Air Force Research Laboratory Small Business Hub covers Small Business Marketing with a focus on marketing to the federal government. It covers all aspects of marketing from strategy through tactics and tools.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Marketing 101 is an overview of what is marketing's role within an organisation, how to build a solid marketing staretgy based on analysis, strong messaging and picking the right tools.
It is a starting point if you are unsure about how to tackle the marketing needs of your business or are just starting out in a marketing role. Actionable advice, clear explanation and a few exercises to get the ball rolling.
2019 SITEC E-Commerce Course 301 CN: Internet Marketing Digital Marketing by ...sitecmy
SITEC E-Commerce Course: Internet Marketing
Course Series: Getting Started 301
Internet marketing is the marketing of digital products, especially through online networks to promote products or services. These include mobile phones, display ads, and any digital media.
Online marketing has changed the way companies and brands use technology to market. As the growing number of platforms gradually integrate into everyday life and marketing programs, people tend to use more electronic devices than to visit physical stores, and online marketing has become commonplace and effective.
Company : Stelix Media
Guest Speaker : Stephy Yoong
Creating a Business-Driven Content Marketing StrategyCarla Johnson
Many brands have an interest in content marketing but flounder with successful planning and execution. In most cases it’s due to a lack of strategy. Marketers struggle to create content relevant to audiences and prioritize activities in order to consistently publish, yet only 35% of marketers take the time to create a content strategy.
This workshop takes attendees through the process of creating a content strategy that will be immediately actionable. By discovering what matters to your audience and how they make decisions, you’ll create a content strategy that enables you to create highly relevant content that builds awareness, engagement, conversion and loyalty.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
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.
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Online Marketing Explained by a Millennial, by Zoey Taylor | HRAI Annual Conf...Susan Smith
Take home a clear understanding of the science behind online lead generation. You will understand the following:
What has really changed in this century?
Are traditional media dead?
Why word-of-mouth is still the best marketing, ever
Pillars of online marketing, the hub-and-spoke model
What is: “content marketing”, “conversion”, “inbound and outbound marketing”?
How do Google, Facebook, Instagram correlate?
Content is King! Blogging is for nerds (no)
Can I use this not only for acquiring great customers, but also great staff talent?
Industry-specific case study of the conversion funnel
How much does it cost? What!!!? The internet is free. Well….
HRAI Ventilation course update, by Tom Cates | HRAI Annual Conference 2019Susan Smith
HRAI’s ventilation training program is going through a significant updating. The course has been segmented into discrete modules focused on distinct approaches – for example, the approaches required for Part 9 vs CSA F326. HRAI will also offer a new training module that includes some hands-on-training based around the installation and balancing of HRVs/ERVs.
A new on-line, self-learning introductory training module on “Basic Principles of Residential Ventilation” will allow new students to learn the basic principles of ventilation at their own pace so that all in-class participants start from the same platform of basic understanding.
Have you hugged your logistics provider lately? by Scott Pustai | HRAI Annual...Susan Smith
Learn about the services and value a good logistics provider can help with. A good logistics provider's expertise is not your expertise so take advantage of their expertise. Know when to include logistics providers in a bid or request for service and why to do so. What kind of information do logistics providers need?
Integrating hydronics with indoor environmental quality, by Max Rohr | HRAI A...Susan Smith
Explore the ways to address indoor environmental quality with various heating and cooling systems. Hydronic heating/cooling and forced-air hybrid systems are an excellent way to address the complex topic of IEQ. It also discusses the future of IoT control systems that can help orchestrate and manage healthy indoor environments.
Enbridge Gas Inc: Natural Gas Utility & Sustainable Energy Provider of Choice...Susan Smith
Enbridge Gas Inc. was formed on Jan 1, 2019, from the amalgamation of Ontario’s two natural gas utilities Enbridge Gas Distribution and Union Gas. This presentation will address Enbridge’s strategies in the short and medium-term to continue to provide customers with affordable energy and lower GHG emissions.
Sales scams in the HVAC/R Industry and how to protect yourself and your busin...Susan Smith
Counterfeiting continues to grow with more products offered for sale, along with more supply sources with streamlined supply routes, cost-efficient money-laundering techniques and the ability to dramatically impact the marketplace. Why are we not more aware of the dangers and what can we do about it as we learn about its impact on our lives and businesses? How big and impactful is this problem in your everyday life?
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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.
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/
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
2. Marcom Consultation
& Strategy
Creative Ideation &
Development
High Quality, Multiplatform
Content Production
Content Publishing,
Distribution & Amplification
PESO Content Measurement,
Analytics & Reporting
Who We Are?
3. Fifth Story’s mission is to deliver
innovative, smart and impactful content
marketing strategies that deliver on our
client’s marketing and business goals.
5. From the 1960-90s, big brands controlled the
messaging through advertising and big media
controlled the airwaves and publishing.
Not Too Long Ago
Advertising Ruled!
6. The Internet & Digital:
Consumers are in control and can seek
out information.
Consumers don’t want to be sold to or
interrupted. They can avoid advertising
and irrelevant brand messages.
Content Marketing is an alternative to
the advertising age.
Tipping Point for Content Marketing
7. Buying Behaviours and
Expectations Have Changed
Content Marketing allows you to connect with your customer in an
authentic, human way to deepen relationships by providing value that
can pay off in loyal customers and increased revenues.
What do customers expect?
• Exceptional Customer Experiences
• Authenticity and Transparency
• Valuable Interaction Before Transaction
• Mobile – On-The-Go Connection
• Personalized Omni-Channel Experiences
8. Content Marketing is the
only Marketing left.
“ “
The Marketing World
Keeps Evolving
- Seth Godin, Branding Guru
Content marketing went from a tactic, to a marketing model, to a business
model. The Marketing world keeps evolving.
9. “Content Marketing is a strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and
retain a clearly defined audience – and, ultimately,
to drive profitable customer action.”
- Content Marketing Institute
What is Content Marketing?
10. Why Content Marketing? It Works!
• Customers appreciate it – get
information when and where they
want it
• Connects brand/organization
with customer along the buyer
journey (multiplatform)
• Build trust by being helpful
and informative
• Generates leads
• Gain insights about your customer
• Builds loyalty
11. The same study found
consumers who read a
brand’s educational content
where 131% more likely
to purchase from that brand.
Conductor 2017 Study: How educational content affects trust, affinity, and purchase power.
Content Marketing Builds
Trust, Affinity & Purchase Power
13. Source: Content Marketing Institute:B2C and B2B Content Marketing Study
2018, Benchmarks, Budgets and Trends North America
91% of B2B marketers use content
marketing to reach customers and 86%
of B2C marketers think content
marketing is a key strategy.
Content Marketing – Not a Trend
14. Only 33% of B2C marketers
surveyed have a documented
content marketing strategy and
37% of B2B marketers.
64% of marketers want to build a
better content marketing strategy.
Source: Content Marketing Institute: B2C and B2B Content Marketing Study 2018,
Benchmarks, Budgets and Trends North America
Content Marketing Without
A Documented Plan
15. Content Marketing
Strategic Plans
• Business & Marketing Goals
• Target Audience – Buyer Personas
• Buyer’s Journey
• Content Editorial Mission + Brand Story
• Creative/Content Development Plan
• Content Schedule
• Publishing and Distribution Plan
• Processes, Guidelines & Governance
• KPIs and Metrics tied back to Goals
• Resources and Budget
• Data and Analysis
16. What is the Goal of
Your Content Marketing
• Why are you creating the content?
• How will it be differentiated and valuable
for you consumer?
• Who are you creating the content for?
• What do you want people to do when
they read your content?
17. Content Marketing Tied
To Business Goals
Business goals are different for every organization. Depending on the size of
your business, resources, timeframe for achievement, industry, competition,
sales cycle, lifetime value of a new client, etc.
They need to be S.M.A.R.T Goals – specific, measurable, attainable, realistic, timely.
Most Common Types of Goals:
• Sales Goals – increase in sales of a specific product or service
• Cost Savings Goals – reduce business costs, improve efficiencies
• Business Goals – launch a new product or service, change perception,
create new revenue stream
18. Each Piece of Content Needs A
Specific Goal That Ladders Up To
The Overall Goal
• Increase Brand Awareness – Impressions, Reach, Views
• Engage Customers – Visitors to site, time on website, reactions to content
• Generates Leads – fill out a form from contacts, downloadable content,
sign up e-newsletter, a call-ins, visit store
• Convert More Leads – #transactions, $ value of sale, volumes of sales
• Improve Retention and Upsell – lifetime value of client, additional sales
value, referrals, testimonials
19. PUBLICITY
Optimized content
Shareable content
Engaged content
Google authorship
PAID MEDIA
AUTHORITY
INFLUENCER ENGAGEMENT
PARTNERSHIPS
SOCIAL MEDIA
CONTENT
INCENTIVE
Facebook sponsored posts
Paid Digital & Social
Advertising
Fan acquisition
Lead generation
Affiliate
Brand ambassadors
Sponsored content
Native advertising
Create from experts
Employee stories
User gen content
Brand journalism,
webinars, videos & podcasts
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Instagram
Charity tie-ins
Community service
Co-branding
Response to detractors
Detractors turned to loyalists
Loyalists turned to advocates
Media relations
Blogger relations
Investor relations
Influencer relations
https://iterativemarketing.net/peso-model-marketing/
spinsucks.com
Content Marketing Channels
20. Owned Channels
• With a fragmented media market and
consumers seeking out information when
and where they want it, it is crucial to build
your brand’s owned media channels.
• By building a marketing audience that you
own – email addresses, phone #s, etc. You
then can remarket to them with content to
help move them along the buyer’s journey
and convert them.
• Leveraging your owned media channels is
more efficient and effective – you own the
messaging, the cost of reach is less, easier
to sell to the converted than new clients, etc.
EMAIL
NEWSLETTER
22. Why Your Site Matters?
• Every 60 seconds, 3.8 Million searches are
performed on Google.
• Google is constantly changing their algorithms. SEO
is not as simple as it once was.
• Google wants to deliver the best content to users
on the right device at the right time as quickly
as possible.
• Smart marketers have the same goal – providing
content that resonates, engages and converts –
where ever, when ever and however customers
discover it. You own the media channel.
• Use Google Analytics and Google Ads to build
an audience and remarket. Sept 26, 2018
23. Use earned, shared and paid channels to drive qualified leads to website to
learn and ask for more information.
Create A Content Destination
That Provides Value
24. Sources: comScore 2017, Smart Insights, Marketing Land, Google, McKinsey & Co, YouTube
• By 2019, mobile advertising will represent 72% of all US digital ad spending
(currently at 50%)
• 61% of users are unlikely to return to a mobile site they had trouble accessing
and 40% will visit a competitors site instead
• 63% of Canadians spend the majority of their digital time on mobile
• 80% of internet users own a smartphone
• +50% of YouTube views come from mobile devices
Make Sure Your Marketing
Is Built For Mobile
25. https://www.buildforce.ca/en/media/facts
• 1.4 million Canadians have jobs in construction trades and professions
• Construction workers install, repair, and renovate work with $239 billion annually
• Average age of construction worker is 42
• 36% of the work force are in Ontario, followed by 17% in Quebec and Alberta,
16% in BC
• There are 368,000 firms employing these workers, but they are generally small
businesses with less than 5 employees (both residential and non-residential)
What does the Canadian Contracting/
Building Industry Look Like
26. What are Buyer Personas?
• They are fictionalized, generalized representations of your ideal customers
• You might have 1 or 2 personas, or many more
• They come from research and real data about your customers
• Buyer Personas provide structure, context and alignment with your organization
• Understanding who your most valuable clients are will make it easier to develop
useful content, and allocate time and resources
• Ultimately, leading to better results and a positive return on investment for
your marketing dollars
27. Objections/Questions – Pain Points
Things that the buyer thinks about when moving along the purchase journey.
Connecting the Buyer Persona
And Purchase Journey
• How do I solve my problem/need?
• What product/service could help me solve my problem/need?
• How do these products/services work?
• Where can I get these products/services?
• How do these competitive products/services compare?
• What do these products/services cost?
• Do I need this product/service?
• Do I need to upgrade my product/service?
• Should I tell my friend about this product/service?
28. Triggers
Actions or activities that a buyer takes to move along the purchase journey.
They may include:
• Performing a Google search
• Visiting a brand’s website
• Signing up for free content
• Signing up for a software demo
• Getting a free consultation
• Calling a business
• Following a social media page
• Visiting a dealer/distributor
Connecting the Buyer Persona
And Purchase Journey
29. AWARENESS
BROW SE &
RESEARCH
SELECT &
VALIDATE
SERVICE &
RETURN
PR
Trade Show
Word of Mouth
Digital Ads
Viral Email
LinkedIn
Direct Mail
Blog
Dealer
Website
Mobile
Call Centre
IM/Chat
Invoice Promo
Blog
E-Mail
TRANSACTION
Association
The Purchase Journey – Touch Points
Search
30. AWARENESS
BROW SE &
RESEARCH
SELECT &
VALIDATE
SERVICE &
RETURN
TRANSACTION
Awareness:
Buyer: Becomes aware of an issue/pain/need
Brand Action: Focus on solving the issue/pain/need with big picture industry content. Don’t try to
go straight to sale. Help them identify their problem.
Browse & Research:
Buyer: Gets interested in finding a solution
Brand Action: Focus on solutions to their problem. Educate and help give them buying criteria.
Select & Validate:
Buyer: Evaluates specific products/services and is willing to engage with sellers
Brand Action: Show what it is like to work with you - demos, trials, testimonials, case studies,
vendor comparisons.
Transaction:
Buyer: Commits to a specific product/service
Brand Action: Ensure that the purchase/implementation is easy to make with great customer service.
Service & Return:
Buyer: Expects their purchase is a great experience and choice. May be interested in extended goods/services.
Brand Action: To ensure buyer is a loyal brand advocate, and will make additional purchases and/or
recommendations.
31. The Importance of Your Content
Marketing Editorial Mission
To ensure your organization and team is focused on creating the most
relevant content you need to answer:
• Who does your content help the most – who is it specifically for?
• What information/solutions will our content provide to buyers and
why is it different?
• What outcome am I expecting – what do I want the audience to do after
consuming the content?
32. • Real-time Content
• Emotional Connection – Storytelling
• Repurposing Content
• Creative Ideas – more quality content
with the same budget
Content That Connects
Highly visual, Video is the leader, Multiple versions, need to create more with
the same money for multiple channels …
… so it has to be a really good creative idea – not necessarily a really big
production budget.
33. • We’re drawn to narratives and stories
that make us feel human (shared
feelings, emotions)
• Stories help us find meaning in our lives
• Stories are a way to help us solve
problems and pass on learnings
Brand Story
Customer
Experience
Reason
Why
Brand
Promise
Characters
Brand
Biography
34. • Story Structure Basics – your story should have a beginning, a middle and
an end/takeaway, relatable character(s), conflict/tension/suspense,
story/narrative arc (not always linear, especially in social).
• Remember to build in the purpose of your brand in an authentic way –
mission, vision, values, USP.
• Story Archetypes – themes: Tragedy, Comedy, Voyage & Return, Rebirth,
Rags to Riches, Overcoming the Monster, and the Quest.
Brand Storytelling Tips
38. Build
Brand
Story
Develop
Content
Publish &
Amplify
Content
Measure &
Analyze
Optimize
& Repeat
• Build an engaging brand story - key messaging
• Develop content to tell the story
• Publish and amplify messaging to target with PR, paid digital and social media
• Measure and analyze and report on results
• Optimize efforts based on results
Our Approach
39. Search advertising is the most direct response form of online media. In addition to
generating the highest engagement rates, advertisers are only charged when the
audience clicks on its ad. Search campaigns will be deployed, targeting your audience.
Google Search:
Display and remarketing banner campaigns use banner units to re-target
audiences and grow awareness and understanding of products. Big Box,
leaderboard, skyscraper, and responsive ads are recommended.
Display and Re-marketing:
Retargeting marks or tags users who visit specific website pages or sections of a web or
microsite. This audience is served ad units to encourage them to revisit the landing page
and take action. The retargeting campaign will be served to people who have visited the
landing page but didn’t complete desired actions. Visitors might have been driven to the
page via email, search marketing, or related social post. Retargeting campaigns improve
overall ROI of digital advertisers, and build an engaged audience group that can be sent
sequential marketing messages.
Retargeting:
SEM Recommendation
40. Google Display Ad Network
2. Create responsive ad units
that resonate with key audience.
41. Sources: comScore 2017, Hubspot 2016, Google 2016, and Statista 2017
73% of people say
they use Facebook
for professional
purposes.
Over the past
two years, content
consumption has
increased by 57%
on Facebook and
21% on LinkedIn.
WhatsApp and
Facebook Messenger
have 1 billion users
each worldwide. With
28% of Canadians
using Facebook
Messenger.
22.8 million
Canadians
monthly on
YouTube (part of
Google).
Social Amplification
45. The Importance of the
Marketing Tech Stack
There has been an explosion of new marketing tools and technologies to help
produce, publish, manage and measure content marketing, such as Hubspot,
Marketo, Salesforce, etc.
• Marketing has to work more closely with IT and Data Analysts than ever before,
and it all drives back to customer experience. New hires or restructuring
between marketing and tech departments.
• Build strong data foundation from multiple channels and share the data and
insights – Google Analytics, Ad Tags, Pixels.
• Ensure your marketing technology and tools can integrate with other systems
and are cross channel even if you currently not using all channels-future proof.
46. The number of email users worldwide is
forecasted to rise to 2.9 billion by 2019.
Brands that personalize promotional
marketing emails experience 27% higher
unique click rates and 11% higher open
rates than those that do not personalize.
Source: Statista 2016, Experian 2016
E-Mail Marketing is
Alive and Kicking
47. Marketing automation technology (such as Marketo, Salesforce, Hubspot etc.)
allows brands to scale their efforts across channels and to generate and nurture
leads along the purchase journey.
Lead nurturing is the process of ensuring the lead receives the most relevant
message at the most opportune time based on lead scoring system.
Lead scoring system should be agreed upon by sales and marketing based on
where the buyer is in the purchase journey and assigning points based on lead fit
information from forms (are they your ideal buyer), lead interest and behaviour
(if reading an article or clicking on site at earlier stage than if looking at pricing,
filling out forms, downloading info).
Lead Nurturing & Marketing Automation
48. • Helps build brand story
• Provides Credibility
• Can’t control the narrative
• Insight into what content is resonating
with consumers
Earned Media Can Provide
Credibility & Huge Brand Lift
49. Leveraging social media influencers that have a
natural connection or alignment with your brand
and target audience can help to build credibility
and authenticity.
Micro Influencers (smaller audience non-celebrity)
often have greater credibility, higher and more
frequent engagement with their followers, and are
more cost effective.
49% of people say they rely on recommendations
from influencers when making purchasing decisions.
Source: Twitter and Annalect, 2016
Influencers, Micro-influencers
& User Generated Content
50. With the increased ability to monitor, measure,
and analyze across platforms, marketers are
looking to tie business objectives – profit,
revenue, customer retention and satisfaction
to their marketing efforts.
The key to success is to continue testing,
optimizing, setting benchmarks and key
performance indicators that can ladder up
to your goals.
Engaged & Effective Measurement
51. Successful Content Marketers
• Have a Content Marketing Strategic plan tied to goals
• Have a brand narrative and tell stories – not sales pitches
• Provide useful information with interesting, visual content
• Talk about people, culture, causes – not only products/services
• Prioritize mobile first & customer experience
• Layer in ability to purchase and promote within branded content
• Leverage PESO channels – with emphasis on owned
• Built in lead generation across platforms
• Act as a media company that is always-on
• Continue to test, optimize and revise goals