The document discusses content marketing strategy and provides best practices. It defines content marketing and common mistakes. It emphasizes developing buyer personas, mapping the customer journey, auditing existing content, and tying content types to specific stages in the buyer journey. The document also outlines key metrics for content marketing and provides examples of successful content marketing campaigns.
Referenced: www.p6academy.com
Source: http://coll15.mapyourshow.com
Resource Management in P6 with a focus on the web. There is so much that can be done with RM in the web, but with so many customers stuck on the client, they don’t realize how powerful and easy to use the web is with regards to RM.
Administering Users, Access and Views in P6 EPPM (Web) Release 8 and laterp6academy
ORACLE | P6ACADEMY.COM
Webcast Slides
Administering Users, Access and Views in P6 EPPM
(Web) Release 8 and later
Mike Wilson
Technical Support Engineer
• New Web Administrative Features Setup
• Application Settings
• Enterprise Data
• Global Scheduled Services
• User Access (including adding new users)
• User Interface Views
• User Sessions
• Dashboards
• Prototype User
Oracle BlueKai for B2B - Kwanzoo - ABM Display Case StudyKwanzoo Inc
See how Amdocs-Vindicia found success with account-based marketing (ABM) using Oracle Data Cloud for B2B, Kwanzoo and related sales and marketing technologies
Digital Future – where does digital radio stand today?Rolf Brandrud
Ford Ennals (CEO, Digital Radio UK, London, UK)
Marius Lillelien (Head of Radio, NRK, Oslo, Norway)
Michael Reichert (SWR, Baden-Baden, Germany)
Per Borga (Teracom, Stockholm, Sweden)
As the DAB+ standard for digital terrestrial broadcasting continues to roll out across Europe, what is the state of digital radio across the world today?
How is it being adopted in individual countries?
How is FM switch-off going? Is it realistic - and what is the general public thinking about it?
We’ll hear from countries who are taking digital radio forward, and debunk a few myths along the way.
Referenced: www.p6academy.com
Source: http://coll15.mapyourshow.com
Resource Management in P6 with a focus on the web. There is so much that can be done with RM in the web, but with so many customers stuck on the client, they don’t realize how powerful and easy to use the web is with regards to RM.
Administering Users, Access and Views in P6 EPPM (Web) Release 8 and laterp6academy
ORACLE | P6ACADEMY.COM
Webcast Slides
Administering Users, Access and Views in P6 EPPM
(Web) Release 8 and later
Mike Wilson
Technical Support Engineer
• New Web Administrative Features Setup
• Application Settings
• Enterprise Data
• Global Scheduled Services
• User Access (including adding new users)
• User Interface Views
• User Sessions
• Dashboards
• Prototype User
Oracle BlueKai for B2B - Kwanzoo - ABM Display Case StudyKwanzoo Inc
See how Amdocs-Vindicia found success with account-based marketing (ABM) using Oracle Data Cloud for B2B, Kwanzoo and related sales and marketing technologies
Digital Future – where does digital radio stand today?Rolf Brandrud
Ford Ennals (CEO, Digital Radio UK, London, UK)
Marius Lillelien (Head of Radio, NRK, Oslo, Norway)
Michael Reichert (SWR, Baden-Baden, Germany)
Per Borga (Teracom, Stockholm, Sweden)
As the DAB+ standard for digital terrestrial broadcasting continues to roll out across Europe, what is the state of digital radio across the world today?
How is it being adopted in individual countries?
How is FM switch-off going? Is it realistic - and what is the general public thinking about it?
We’ll hear from countries who are taking digital radio forward, and debunk a few myths along the way.
Multiplatform radio - James O Brien, ABC, AustraliaRolf Brandrud
James O’Brien (Network Development Manager, ABC Local Radio, Sydney, Australia)
Radio has never been more multiplatform. New forms of radio continue to take hold across the world, whether on DAB+ or online. These don't just add new ways to listen: they give radio programme-makers exciting new creative opportunities.
Radioplayers – who holds the keys?
Michael Hill (Radioplayer UK)
Bernhard Bahners (Manager, radio.de, Germany)
Simon Gooch (Digital Media Director, SBS Radio Sweden / Nordic Manager, Radio Play)
Should stations do their own thing online (iheart in the USA, Radioplay in Scandinavia) or should everyone work together?
Who holds the key to the door to our audience?
The concept of working together, like the UK Radioplayer, is getting its followers in other markets, but other stations prefer to do develop their own branded radioplayers. Does it matter?
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
HP: Overhauling a Vast Corporate Sales ForceSlide Gen
HP Sales Force Structure Re Decorated By The New CEO Hurd. This Huge Change & Impacts are Described in this Slides.
Created By: Abu Jubaer
Published by : SlideGen
DevCommerce Conference 2016: Concorrência em aplicações que exigem baixa latê...iMasters
Guilherme Roveri e Eder Magalhães, Arquitetos de Software Netshoes, palestraram sobre "Concorrência em aplicações que exigem baixa latência e alta disponibilidade", no DevCommerce Conference 2016.
O DevCommerce Conference 2016 aconteceu nos dias 06 e 07 de junho de 2016, no Hotel Tivoli em São Paulo-SP http://devcommerce2016.imasters.com.br/
Fact-filled, addressing everything you need to know to add Hispanic to your AdWords formula. Current trends that make up U.S. Hispanic consumer behavior; benefits that come from targeting U.S. Hispanics; how to analyze your account to know if this demographic is right for you; and never before seen tips to set up your campaign for this demographic.
Investing in Your Clients and Firm: Yield High Returns through Engagement, E...Marilyn (Rupp) Cox, PMP
Today the client journey doesn’t end with they sign the papers – that’s only the beginning. Earning clients is hard work, but retaining them can be even harder. Keeping them is obviously critical to success. But if you don’t engage them intelligently and appropriately at each step, they’ll become disenchanted and seek guidance with competitors.
And while engagement with clients, and client satisfaction, are monumentally important, engagement with your internal teams is also essential. Given the turnover trends and attrition rates, engagement with your agents, advisors, and brokers extending from recruitment to onboarding and through their years at the firm is necessary.
This engagement and enablement must be a continued focus. Companies must become easier to do business with, internally and externally. They must be accessible across all communication channels.
But triaging personnel and fiscal resources to address this growing multichannel marketing demand can be a challenge. Opinions on resource allocation can lead to misalignment across the business. Firms must make smarter business decisions based on collective analytics.
Learn how to:
- Define and develop a niche brand
- Collect and analyze data and metrics to make smarter business decisions
- Enable resources internally to effectively engage clients
Multiplatform radio - James O Brien, ABC, AustraliaRolf Brandrud
James O’Brien (Network Development Manager, ABC Local Radio, Sydney, Australia)
Radio has never been more multiplatform. New forms of radio continue to take hold across the world, whether on DAB+ or online. These don't just add new ways to listen: they give radio programme-makers exciting new creative opportunities.
Radioplayers – who holds the keys?
Michael Hill (Radioplayer UK)
Bernhard Bahners (Manager, radio.de, Germany)
Simon Gooch (Digital Media Director, SBS Radio Sweden / Nordic Manager, Radio Play)
Should stations do their own thing online (iheart in the USA, Radioplay in Scandinavia) or should everyone work together?
Who holds the key to the door to our audience?
The concept of working together, like the UK Radioplayer, is getting its followers in other markets, but other stations prefer to do develop their own branded radioplayers. Does it matter?
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
HP: Overhauling a Vast Corporate Sales ForceSlide Gen
HP Sales Force Structure Re Decorated By The New CEO Hurd. This Huge Change & Impacts are Described in this Slides.
Created By: Abu Jubaer
Published by : SlideGen
DevCommerce Conference 2016: Concorrência em aplicações que exigem baixa latê...iMasters
Guilherme Roveri e Eder Magalhães, Arquitetos de Software Netshoes, palestraram sobre "Concorrência em aplicações que exigem baixa latência e alta disponibilidade", no DevCommerce Conference 2016.
O DevCommerce Conference 2016 aconteceu nos dias 06 e 07 de junho de 2016, no Hotel Tivoli em São Paulo-SP http://devcommerce2016.imasters.com.br/
Fact-filled, addressing everything you need to know to add Hispanic to your AdWords formula. Current trends that make up U.S. Hispanic consumer behavior; benefits that come from targeting U.S. Hispanics; how to analyze your account to know if this demographic is right for you; and never before seen tips to set up your campaign for this demographic.
Investing in Your Clients and Firm: Yield High Returns through Engagement, E...Marilyn (Rupp) Cox, PMP
Today the client journey doesn’t end with they sign the papers – that’s only the beginning. Earning clients is hard work, but retaining them can be even harder. Keeping them is obviously critical to success. But if you don’t engage them intelligently and appropriately at each step, they’ll become disenchanted and seek guidance with competitors.
And while engagement with clients, and client satisfaction, are monumentally important, engagement with your internal teams is also essential. Given the turnover trends and attrition rates, engagement with your agents, advisors, and brokers extending from recruitment to onboarding and through their years at the firm is necessary.
This engagement and enablement must be a continued focus. Companies must become easier to do business with, internally and externally. They must be accessible across all communication channels.
But triaging personnel and fiscal resources to address this growing multichannel marketing demand can be a challenge. Opinions on resource allocation can lead to misalignment across the business. Firms must make smarter business decisions based on collective analytics.
Learn how to:
- Define and develop a niche brand
- Collect and analyze data and metrics to make smarter business decisions
- Enable resources internally to effectively engage clients
As technology and data access grow, manufacturers are recognizing the opportunity found in Smart Manufacturing. Smart Manufacturing relies on integrating channels within your supply chain and using the data output to make decisions on execution and set priorities. But smart manufacturing practices must extend beyond the supply chain. This is especially true when drivers behind the smart manufacturing trend include a strong customer focus, decisions supported by data, and efficient execution.
But how many manufacturers extend these smart manufacturing practices beyond operations? How many manufacturers evaluate their marketing analytics and place focus on alignment across marketing, sales, product management, and beyond?
Social Selling - Creating Your Professional Brand to Get that Dream Job!Colin Oliver
This session was delivered in Dublin City University to final year marketing students and focused on 5 key areas:
- An Introduction to Social Selling Strategy
- Defining and Creating Your Professional Brand
- Finding Key Prospects and Infuencers
- Creating and Sharing Content and Engaging with Prospects
- Monitoring and Tracking Key Social Metrics
Digital Discovery Workshop - Oracle Consulting APACKurt Kurniawan
This is an introduction to the Digital Discovery Workshop brought by Oracle Consulting APAC. The workshop introduces customers to the life-cycle of digital transformation, key success factors, and Oracle's Digital Business Innovation Platform.
Speaking at the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, Jon Stanesby, through the medium of computer game analogy presented Oracle's solutions for data driven marketing.
Oracle Innovation Management - driving success through aligned InnovationFrancois Thierart
Innovation Management is the selection and translation of the best ideas and inventions into profitable offerings for customers.
The problem is not a shortage of ideas, but a breakdown in the selection and translation process, combined with the “pull of the past”.
One challenge has perplexed businesses since the inception of social media, how to measure success in these platforms. From initial reach metrics to consumer engagement and ROI analytics. Check out the slides from our webcast on, "How to Measure Social Media Marketing."
Holiday Campaign Planning with a Dash of InfluenceRustin Banks
TapInfluence discussed how to prepare for your holiday campaigns, with three of our influencers who’ve created successful holiday programs for a variety of clients. Learn what consumers want to see, and what type of content performs best on holiday posts.
The Future of Influencer Marketing - Predictions for 2015 2016Rustin Banks
Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.
To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.
7 Influencer Marketing Mistakes to AvoidRustin Banks
With 65% of marketers running influencer marketing programs we figured it was time to pass along our 5+ years of experience in the influencer marketing space. We've run thousands of programs and worked with hundreds of brands and want to share "7 Influencer Marketing Mistakes to Avoid."
Delivering a Winning Influencer Marketing PitchRustin Banks
“An influencer outreach program is quickly becoming indispensable to the modern digital marketing strategy. Influencers are more valuable to brands now than they’ve ever been for their ability to deliver on social chatter, earned media, and action.” –Tessa Wegert, ClickZ
Ways to explain why influencer marketing is valuable to brands.
Topics to address when pitching influencer marketing.
Tips for outlineing a well executed campaign.
Questions you have about influencer marketing.
Learn why including influencer marketing as part of your pitch to clients will separate you from the competition.
Influencer Marketing Benchmarks and Other Key TakeawaysRustin Banks
In a recent survey of marketers, 59% said they plan to increase their budgets for influencer marketing over the next 12 months. That means brands are looking to spend more money working with influencers to drive brand awareness, reach, and engagement.
Vining for Influencer Marketing Success in 6-SecondsRustin Banks
Joe Gagliese, co-owner of Viral Nation, a global influencer marketing and talent agency, talked about starting influencer marketing on Vine.
Takeaways from the presentation were:
*What "Less is More" means for Viners
*Who makes a good Vine influencer
*Which brands are winning with Vine videos
*Which metrics matter for Vine campaigns
Pinning Down an Influencer Marketing Strategy that WorksRustin Banks
Pinterest is quickly becoming the “go-to” platform for brands looking to engage consumers and build loyalty.
Pin your way into lasting relationships with consumers and boosting sales
-Ignite authentic engagement with creative content
-Business implications between the strategies and the pros and cons for each
Walk away with tips and tricks about Pinterest that give you more insight into who you can reach and how you can reach them with this powerful platform.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Influencers vs Advocates: What's the difference?Rustin Banks
Research shows that both Advocacy and Influencer Marketing strategies are important to growing a business. With convincing arguments for both, how do you figure out which approach is right for your brand?
During the webcast, you'll hear about:
-Important differences between influencer and advocacy marketing
-Motivations for each strategy and the potential impact on your target audience
-Business implications between the strategies and the pros and cons for each
-Best practices on how to create, manage, and measure your strategy
Learn which approach will have the most impact on increasing word-of-mouth and growing your business.
Driving Measurable Influence With Emerging Social PlatformsRustin Banks
Running a successful influencer marketing program involves more than just asking people with lots of fans to give a product review or mention your brand. Consumer purchases are highly influenced by the people they follow on Facebook, Twitter, Instagram, YouTube, Pinterest and Vine.
Driving Measurable Influence on Emerging Social Platforms covers:
How to identify the right content creators and what platforms work best for your brand.
How to expand brand engagement and use innovative ways to share your content.
How to utilize these emerging social influencers to accomplish your marketing objectives.
8 Things You Can Ask Influencers To DoRustin Banks
Whether you're already executing on an influencer strategy or are just getting started, optimizing influencer relationships will be key to a successful digital program.
Join TapInfluence and Jay Baer as we discuss types of influencers, relationship building, and real world influencer marketing examples.
TapInfluence and guest Ryan Skinner of Forrester Research, Inc. discuss reasons why only one in three marketers say they are effective at content marketing, how to avoid their mistakes, and steps to start building a blueprint for your content marketing strategy.
Marketers now understand that content creation and distribution are not isolated initiatives. Crafting a successful content engagement strategy means understanding how consumers differ based on social platform and tailoring that content appropriately. For instance, Facebook is the best way to reach women between 18 and 29, and success requires instant responsiveness and availability. Tumblr and YouTube are where Millennials hang out, and they don’t rely as much on real-time engagement. Visual content gets more engagement on Pinterest and Instagram, and Twitter is where most people go to complain. How do brands optimize each channel and customize the distribution of content? This is the battleground that will heat up in 2014.
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
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.
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.
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.
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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
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.
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
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.
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.
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
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Holly to introduce Jaclyn
Jaclyn’s Mission statement: I am passionate about one main thing: customer success. I support organizations with marketing automation roadmap development and execution from a strategic, advisory, and technical configuration standpoint.
Jaclyn Slide
So why am I here today?
TapInfluence has graciously invited me to share my experiences as a Principal Consultant working with numerous Oracle Marketing Cloud customers on their Content Strategy journey. Today I would like to focus on a few key elements: 1. What exactly is content marketing? 2. Key elements needed to develop a content marketing strategy 3. Perhaps a little inspiration to get your organization on the path to creating a new content marketing strategy or re-vamping an existing strategy.
Specifically, the groundwork that needs to take place to ensure content is created with a PURPOSE and not created for the sake of just having another piece of content in your content library.
Jaclyn Slide
So what is Content Marketing?
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” – Content Marketing Institute
Gain Insights from “Digital Body Language”
Having a defined content marketing strategy ensures that your clients and prospects will get the information they need to make informed buying decisions. And content marketing works hand in hand with marketing automation systems, because as your prospects engage with your digital content, you’ll gain insight from their digital body language. Using this knowledge, you can communicate with your entire audience (via email or on the web) in ways that are aligned with their interests and business needs.
Oracle Marketing Cloud http://www.eloqua.com/resources/best-practices/content-marketing.html
Holly Slide
Jaclyn Slide
Content Marketing Dysfunctions/Mistakes
Having absolutely no idea who your target audience is or i.e buyer persona
Providing content that is of no relevance to your current & future customers
Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience.
Leveraging the same messaging & same channels to distribute your content
Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?)
5. Disregard nurturing your customers & building a relationship throughout the buyers journey
Jaclyn Slide
Content Marketing Dysfunctions/Mistakes
Having absolutely no idea who your target audience is or i.e buyer persona
Providing content that is of no relevance to your current & future customers
Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience.
Leveraging the same messaging & same channels to distribute your content
Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?)
5. Disregard nurturing your customers & building a relationship throughout the buyers journey
Jaclyn Slide
Content Marketing Dysfunctions/Mistakes
Having absolutely no idea who your target audience is or i.e buyer persona
Providing content that is of no relevance to your current & future customers
Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience.
Leveraging the same messaging & same channels to distribute your content
Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?)
5. Disregard nurturing your customers & building a relationship throughout the buyers journey
Jaclyn Slide
Content Marketing Dysfunctions/Mistakes
Having absolutely no idea who your target audience is or i.e buyer persona
Providing content that is of no relevance to your current & future customers
Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience.
Leveraging the same messaging & same channels to distribute your content
Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?)
5. Disregard nurturing your customers & building a relationship throughout the buyers journey
Jaclyn Slide
Content Marketing Dysfunctions/Mistakes
Having absolutely no idea who your target audience is or i.e buyer persona
Providing content that is of no relevance to your current & future customers
Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience.
Leveraging the same messaging & same channels to distribute your content
Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?)
5. Disregard nurturing your customers & building a relationship throughout the buyers journey
Jaclyn Slide
Four Key elements that will help you develop a content marketing strategy include:
Develop your personas
Define your buyers journey
Audit your content library
Map content to your customer journey & persona
Metrics
Jaclyn Slide
You need to deliver the RIGHT content to the RIGHT people.
If your target audience is:
the VP of Sales at an enterprise company
you don’t want to create content for a sales coordinator at a startup
Developing personas helps you understand the type of content needed
What are the pain points you should touch on & help your persona with – SOLVES a problem
What might be a key driver in your messaging that resonates with your personas – PROVIDES relevance
Where do your personas seek validation? – Provides insight into the CHANNEL that you may use
Jaclyn Slide
Since buyers are doing much of their education on your product or service alone it is imperative that you have content that is relevant or speaks to them throughout their journey.
What does this mean?
Well it means: Answering the buyers questions at each and every stage of their journey
Jaclyn Slide
Key Questions:
What is your persona’s motivation at each stage?
What questions is your personas asking or seeking answers at each stage?
Key messages & value propositions
Most Likely to Respond to (List Offers) These are call-to-actions you will infuse into your content
Jaclyn Slide
Audit your existing content library to understand what pieces support the different buying cycles that your audience needs. This also sheds light on the buying cycles you are lacking content for. Content must be organized around topics that are most relevant to your audience.
What does relevant content mean?
In short it means understanding and answering questions about your product or service that current or prospective customers have throughout their buyers journey.
Jaclyn Slide
Timing—Potential customers want different kinds of content at different stages of their research and purchase process. Similarly, newly engaged clients need different content than those who are deeply familiar with your organization.
MAP your Personas against their Buyers Journey and what content will propel them to the next stage in their journey.
TIP When mapping your content to your buyers journey, think of 3 main stages
EARLY Stage (Interest & Learn)
Industry trends, benchmarks, analyst coverage, 101 education, how-to documents
MID Stage (Evaluate & Justify)
What is the product or service and how exactly does it work?
Solution or product comparisons
Pitfall analysis
Readiness assessments
Choosing a vendor
LATE Stage (Justify & Purchase)
Demos
Case Studies
How to buy?
“What is it like to own X product?” or “what is it like to work with us?”
Source: Content Marketing That fuels growth, Ebook, Captorra
Jaclyn to talk about B2B content
Holly to talk about B2C content
Jaclyn Slide and Holly
*Website Traffic/Reach:
This metric measures the total of a company’s website visits, email database, social media following, blog subscribers, and anyone else touching your content or marketing messages.
Key: Measures the top of the sales & marketing funnel
*Leads Generated/Prospects Acquired
Key: A lead who can be contacted can be moved through the buying cycle
Click thrus
Key: Success of call-to-actions, demonstrates the quality of content
*Lead to Marketing-Qualified Lead (MQL) Ratio
Key: Effectively measures the movement of a prospect to a marketing qualified lead and potentially a customer (B2B)
Conversion Rate
Key: Metric that showcases path to purchase (B2C), goal is to achieve the highest possible conversion rate
Average Deal/Purchase Size
Key: Understanding purchase size by segment can help you tailor your content creation to attract more ideal customers
Revenue
Measure at the end of your sales cycle but also throughout the month. C-level executives will thank you!
Holly Slide
Jaclyn Slide
Jaclyn Slide
Key Takeaways
- Allows users to publish content in a channel that they frequent
- The Pulse provides users with content that is relevant & accessibility is right at the users fingertips. Allowing users to easily access content that is relevant to them through the right channel is a match made in heaven that LinkedIn has perfected.
Jaclyn Slide
Key Takeaways
- Farmers has perfected the concept of answering the questions that their customer’s have & how Farmers can help. VERSUS talking about Farmer’s products & Services. As we talked about earlier content should answer questions & solve problems at each stage of our buyers journey.
Jaclyn Slide
Key Takeaway
Content is easy to navigate from Accounting, Corporate Governance, Finance to Marketing the articles are in-depth yet sucinct. My thought is that we should never stop learning and to challenge ourselves. Therefore it’s a joy to see an educational institute excel with content marketing and making it available for others to access the thoughts & ideas of some of the best and brightest.