This document discusses effective content marketing strategies and provides recommendations. It begins by highlighting the benefits of content marketing over other digital marketing channels like paid ads and SEO. It then recommends capturing leads through content like ebooks on landing pages. The document also stresses the importance of promoting and distributing content on blogs, social media, and other channels. It provides ideas for the types of content that should be created at different customer journey stages. Finally, it compares options for investing in content marketing versus other alternatives like hiring additional salespeople.
Let’s get straight to the point: SEO-unfriendly web development can cost you your business.
It goes without saying that this is bad news for marketing managers. As web builds become more and more complex, technical SEO is becoming increasingly important – and even small technical slip-ups can have catastrophic effects on your search engine performance and bottom line.
The majority of patients seeking dental care rely on search tools provided by sites like Google to help them research and ultimately pick a dentist before ever meeting them for the first time. This reality makes local SEO for dentists even more crucial to their success as a provider.
Let’s get straight to the point: SEO-unfriendly web development can cost you your business.
It goes without saying that this is bad news for marketing managers. As web builds become more and more complex, technical SEO is becoming increasingly important – and even small technical slip-ups can have catastrophic effects on your search engine performance and bottom line.
The majority of patients seeking dental care rely on search tools provided by sites like Google to help them research and ultimately pick a dentist before ever meeting them for the first time. This reality makes local SEO for dentists even more crucial to their success as a provider.
As a growth hacker learn how to combine the science behind optimising your website using SEO and using the inbound marketing tools to help you achieve your growth goals, whether you are a startup or an established business.
In this presentation we cover:
Rules for growth
Buyer behaviour
Digital Push & Pull
Inbound Marketing
SEO (Search Engine Optimisation)
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Local Business Internet Marketing 101: Orlando, Miami Florida iDigitalStrategies
We recently gave a presentation to a group of Arthur Murray Dance Studio franchise owners here in Orlando. Many were from all over the state of Florida like Miami, Tampa and Jacksonville. We spoke about Local Internet Marketing and provided a host of basic information to help them understand the space and market themselves better. For more information about local marketing, call 800-836-9097 or email info@idigitalstrategies.com
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
Web Wise: Search Overview Sage Nonprofit Webinardanielgonzalez
Informative recorded webcast with Dan Gonzalez of Sage and special guest and industry expert, Katie McNally, of Sitewire Marketspace Solutions. In this second session of our Web Wise series, you will learn how to really drive visitors and potential donors to your donor-centric website. You\'ll learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns, and more.
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...Abila
The second session in the Web-Wise series, learn how to really drive visitors and potential donors to your donor-centric web site. Learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns and more with Dan Gonzalez, Web Manager, Sage Nonprofit Solutions and Katie McNally of Sitewire Marketspace Solutions.
As a growth hacker learn how to combine the science behind optimising your website using SEO and using the inbound marketing tools to help you achieve your growth goals, whether you are a startup or an established business.
In this presentation we cover:
Rules for growth
Buyer behaviour
Digital Push & Pull
Inbound Marketing
SEO (Search Engine Optimisation)
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Local Business Internet Marketing 101: Orlando, Miami Florida iDigitalStrategies
We recently gave a presentation to a group of Arthur Murray Dance Studio franchise owners here in Orlando. Many were from all over the state of Florida like Miami, Tampa and Jacksonville. We spoke about Local Internet Marketing and provided a host of basic information to help them understand the space and market themselves better. For more information about local marketing, call 800-836-9097 or email info@idigitalstrategies.com
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
Web Wise: Search Overview Sage Nonprofit Webinardanielgonzalez
Informative recorded webcast with Dan Gonzalez of Sage and special guest and industry expert, Katie McNally, of Sitewire Marketspace Solutions. In this second session of our Web Wise series, you will learn how to really drive visitors and potential donors to your donor-centric website. You\'ll learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns, and more.
Introduction to Search Engine Optimization and Marketing for Nonprofit Organi...Abila
The second session in the Web-Wise series, learn how to really drive visitors and potential donors to your donor-centric web site. Learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns and more with Dan Gonzalez, Web Manager, Sage Nonprofit Solutions and Katie McNally of Sitewire Marketspace Solutions.
MISSATGE TELEPÀTICA DES PARE ETERN AL MÓN TERRESTRE; SEGON MISSATGE; EL PRIME...Lo Que Vendra
MISSATGE TELEPÀTICA DES PARE ETERN AL MÓN TERRESTRE; SEGON MISSATGE; EL PRIMER MISSATGE ESTAVA AMAGAT DEL MÓN PER ROCK RELIGIOSA. Sí nens; neixen buscant la veritat; S'inicia al món del coneixement, la revelació s'esperava per segles i segles; el seu creador utilitza doctrines estar per avançar a mons; en el passat va enviar la Llei mosaica; va succeir en la doctrina cristiana; el tercer que s'inicia, és la doctrina de l'Anyell de Déu; Aquesta doctrina també s'anomena ciència Celeste; seus inicis és en els mateixos elements de la natura; escriptura telepàtica és el mitjà de comunicació que el creador de l'univers; estat sempre el cas; en el passat les doctrines dels profetes, van ser rebuts per telepatia; perquè totes les coses tenen un principi i un motiu de ser; la doctrina de l'Anyell de Déu, té cap terme; perquè l'univers no té i per tant, s'estendrà al llarg de tota la terra; Això es traduirà en totes les llengües del món; seva influència serà tal que es caurà a del explotació materialisme; perquè la nova moral entra en el món; propi Pau moral del mil·lenni; les doctrines del pare etern, sempre transforma els mons; igual que feien en el passat de la terra; noves revelacions van demanar als esperits humans actuals; i li va donar; cada moment viscut en el seu exsistencias, la pedisteis, i se li concedeix; la nova revelació és la continuació de les escriptures; És una cosa per ser un estudiós de les escriptures i un altre per ser religioses; el primer és etern, perquè el seu esperit sempre busca el seu propi origen; el segon és el comerç fe; les religions són els primers a ser acusat davant el món; en la doctrina de l'Anyell de Déu; religions anomenades en la seva moral humana dividit el món de la fe; no tenen cap dret a fer una cosa; oblidat la unitat només un Déu just sol; una única veritat; només Satan es divideix de la mateixa manera; esperits religiosos són la mateixes fariseus d'època romana; Es va demanar el creador renàixer i esmenar els errors del passat; i van ser concedits prova; no t'oblidis les religioses del món, que cada esperit és provat en l'elegit de destinació; vosaltres esperits del rock, feia la mateixa cosa en móns distants; dividisteis altres ramats; dejasteis altre confusió espiritual de criatures; llenasteis dels temples materials molts planetes; i volvisteis per fer-ho a la terra; És per això que serà la primera juzjados; a trencar la llei, es converteix en l'Anticrist mateix; i qualsevol infractor dels manaments, de fet és; dius Santa Mare església; Us dic que ningú en aquest món és sagrat o Holy; veritable humilitat no necessita títols que són desconeguts en el Regne del cel; Li correspon el seu planeta microscòpic; només el pare i certs profetes saber el polvo-planeta anomenat terra; la causa d'això és que l'univers de vida del pare Jehovah té cap extrem; i que es creu que és gran, no ho és; vostè va escriure la prostituta de paraula; perqu
Writing a scientific abstract for submission to a conference can be a daunting task, especially if you’ve never submitted one before! That’s why we’ve created this list of tips and tricks you can use to fine tune your abstracts!
This presentation is written for attendees of the 27th International Symposium on Human Identification, but is applicable to others as well.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
What is Google Grants? • Program created in 2003 • Provides nonprofits with up to $10,000 per month in free advertising on Google • Supports over 8,000 grantees • Donated over $800 million in free ads
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.
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
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.
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.
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:
Need tips on how to manage digital marketing for your startup? Check out these three presentations from RIC Centre experts Paul Barter, Bernie Schmidt and Amarpreet Kaur covering: earned, owned and paid media and how it relates to website conversions and social media.
Marketing dental services has changed in the marketplace. Digital marketing and Inbound marketing strategies can help a professional practice get discovered online.
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.
One of our key tasks as marketers is to be creative and find ways to generate interest and demand in our products and services. Creativity has been essential to marketing success long before the internet or digital marketing came about.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
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
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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 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.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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
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
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
Effective Content Marketing
1. Effective Content
Marketing
Driving leads & sales using an integrated
approach to content marketing
Created by Phil Robinson
Founder & CEO, ClickThrough
Website: www.clickthrough-marketing.com
Telephone: 0800 088 7486
3. What best describes
your company’s budget
plans for the following
digital marketing
channels or disciplines in
2014?
74% of Marketers To Increase Budgets on Content Marketing
Source: Econsultancy Survey of 2000+ digital professionals
4. Pros & Cons
• AdWords & Display Ads: benefit stops when paused.
• SEO: dependent on Google, changing goal posts.
• Social & PR: can be hit and miss, benefit stops when
campaigns stop.
• Content Marketing: creation of content assets can
provide a longer term benefit & return on investment.
5. What is Content Marketing?
“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.”
A study by Kapost and Eloqua in the US found that over a
24 month period, content marketing was more than three
times more effective than paid search.
6. Quick Survey
How many of you run a regular content marketing schedule?
e.g. Ebooks, blog posts, social seeding, email newsletters etc.
7. “We’ve created a video, it worked okay but
was expensive…”
“We produced a white paper but didn’t really
distribute it….”
“…. designed an infographic, put I think it was
pointless in hindsight.”
“We’re doing a blog already, not sure how
well its working….”
“…. currently trying to do some posting on
LinkedIn …”
Most Companies Are Dabbling
The common problem is that
this is a one-off & done in
isolation of each other
8. 1. Why focus on content marketing?
2. How do you capture more leads?
3. What content should we create?
4. How do you promote & distribute the content?
5. What investment is required?
How To Do Content Marketing Effectively
9. Reasons To Focus On
Content Marketing
Top reasons and a business case
10. • They often use content to
increase their knowledge of a
subject.
• Users are looking for content
that helps them to make an
informed purchasing decision.
• They use it to measure the
credentials of a brand and
validate their purchasing
decision.
People Avoid Ads, But Actively Seek Content
11. • A Paid Search campaign can
do well but the benefit stops
when paused.
• Content marketing is the
opposite.
• Great online content has a
shelf life & gives a longer
term return.
Content Marketing Doesn’t Go Stale
14. • Creates an emotional
affinity before you have
met.
• 60% of the sales process
is complete before you
meet.
• Conversion rate from lead
to sale can increase
significantly.
Great Content Starts Building The Relationship
15. Improves Your Lead to Sale Conversion Rate
Stage
Monthly
Quantity
Funnel
%
Visitors 3,000 100%
Leads (Suspects) 40 1.3%
Prospects (Qualifed) 16 0.5%
Sales 4 0.1%
Marketing Funnel & Stats
Stage
Monthly
Quantity
Funnel
%
Visitors 4,500 100%
Leads (Suspects) 100 2.2%
Prospects (Qualifed) 24 0.5%
Sales 10 0.2%
Marketing Funnel & Stats
Increase visitors
Increase Visitor Conversion Rate
Increase Lead to Sale Conversion
Before After
16. Improves Your Lead to Sale Conversion Rate
Source: Hubspot & Massachusetts Institute of Technology
21. Capturing Details Of Existing Side Wide Traffic
Call to action
Ticks say “yes”
Remind them
To call
Call to
action
2ndry Nav
Ebook
We are real
Well written
Keyword rich
22. • Consider eye tracking studies & F-shape when developing
landing pages for digital campaigns.
Eye Tracking Studies
24. Regular Blogging Is Essential
Regular blogging written with SEO, keywords & your buyer interests in-mind.
25. Integrate Blog Feed With Social Platforms
& 100’s of other
social sites
• 700m active users.
• Avg. user creates 90 pieces
of content each month.
• Avg. user connected to 80
pages, groups and events.
• 106m registered users.
• 300,000 people sign up to
Twitter every day.
• 600m search queries on
Twitter.com per day.
• More than 80m members.
• Linkedin has members in
over 200 countries.
• Executives from all Fortune
500 companies on Linkedin.
• Your RSS Feed can be
syndicated across the web.
• This provides extra reach on
the social networks that
matter in your industry.
Creation of RSS feeds & connection with social platforms to
increase visibility of your content in your social platforms.
26. Test Promoting Ebook in Paid Ads & Paid Social
Send traffic directly into your lead generation landing page.
Targeted Linked In Ads Targeted Display &
Remarketing Ads
Google AdWords Text Ads
27. Engage & Reach Out to PR, Influencers & Bloggers
Engage with your outreach list using phone calls, emails and
contact via Linked In and targeted social seeding.
28. Upload Content To Relevant Distribution Services
• There are several excellent
distribution platforms available
for different types of content.
• Video: 20+ video networks
such as YouTube and Vimeo.
• PowerPoint: sites such as
SlideShare and AuthorStream.
• PDF & Ebooks: lots of PDF &
ebook distribution services.
29. Remarketing To Your Growing Email List
• You’ve now got blog posts & content that you can send to
your growing email list.
33. Answering Your Customers Questions
• Your potential customers
have questions about your
company, your products, your
services, your competitors.
• Creating and distributing
content that clearly answers
these questions will grow
sales & encourage loyalty.
34. Answering Your Customers Questions & Concerns
• Being asked the same
question.
• We’ve just produced a
guide in response.
“I’m not sure about which ecommerce
platform to use for our web build …”
35. What are the key questions your potential customers have?
Quick Survey
36. Planning A Content Strategy: Ideas Matrix
A useful matrix for
developing content ideas
based on different goals
such as to inspire, entertain,
educate or convince.
37. Discovery Phase: Buyer Persona Analysis
Content strategy starts with defining your key personas.
Buyer Persona Analysis (B2C & B2B)
General Overview Persona 1 Persona 2 Persona 3
Name of Buyer Persona
Description of Persona
Priority & Importance Scale (1 - 3)
Personal Information (B2C only)
Age
Gender
Location
Income
Marital Status
Occupation or Job Title
Education
Hobbies
Favorite TV Shows
Personality
Behaviours, Feelings & Goals (B2B & B2C)
What are their main goals?
What are their main challenges & point points?
What are their fears?
What are their key drivers & interests in buying decisions?
What features/benefits of your offering is of most interest?
Professional Interests (B2B & B2C)
What education & content resources are of most interest?
What qualifications are they likely to have?
What Linked In Groups or Organisations are they likely to be part of?
What online and offline media sources are they most likely to read?
38. Discovery Phase: Competitor Matrix Analysis
Assessing competitors will help identify themes for content
that can be used to differentiate your business.
Competitor Analysis & Comparison Matrix
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
Company Name
Website URL
Type of Competitor (major, minor, indirect)
Sales Turnover
No. of Employees
What is the competitors key USP's?
What are they doing well? What do you admire?
How does their price compare?
How does their product range compare?
How does their marketing compare?
Place (geographical presence)
Other key comparisons
39. Discovery Phase: Environment & Market Audit
Assess market factors to identify themes & key issues for content.
Environment Audit
Social Factors (e.g. demographics, population growth, age,
lifestyles, cultural values, skills)
Legal Factors (e.g. laws, health & safety, employment law, store
opening hours)
Economical Factors (e.g. Income levels, employment levels,
inflation rates, ecomonic growth)
Political Factors (e.g. government actions, tax levels, policies)
Technological Factors (e.g. internet usage, IT, apps, home
shopping)
Environmental (e.g. affect of your business on environment,
green credentials)
40. Discovery Phase: Keyword Analysis & Planning
• Use Google Keyword
Tool to find what
content your prospects
are looking for.
• Give them what they
are looking for.
• Show them why they
should talk to you.
41. • Content marketing is alone in its ability to be a successful at
every phase of the customer lifecycle.
Ideas for Each Stage Of the Customer Journey
42. Ideas for Each Stage Of the Customer Journey
Customer Journey: Thoughts & Feeling Audit & Recommendations
Awareness & Attract Capture Information Comparison Phase First Stage Call The Pitch Meeting
What thoughts, feelings &
fears are typical at this stage?
What thoughts, feelings &
fears are typical at this stage?
What thoughts, feelings &
fears are typical at this stage?
What thoughts, feelings & fears
are typical at this stage?
What thoughts, feelings &
fears are typical at this stage?
"I need to find a well known
trusted agency"
"if I submit this form, am I
going to get bombarded with
emails and calls from sales
people"
"are they expensive" "Does this person know what
they are talking about"
"are they on time"
"If I don't use the right agency
my job will be at risk"
"what benefit will I get from
submitting this form"
"do they have long contract
tie-ins"
"are they saying what I want to
hear or are they challenging
me"
"what level of expertise is in
the room"
"what's in it for me to bother
looking at their website"
"are my details secure" "do they offer a wide range of
digital services"
"is this company worth meeting
with formally"
"do they understand our
business and customers"
"how are they different" "are they specialist enough in
the key areas"
"am I getting good advice or am
I being sold to"
"are they professional"
"do they have credentials" "have I learned anything from
the call"
"who have they worked for" "do I like this person"
"what case studies do they
have"
"does this person understand
me and our business"
"are they local to us or are we
going to have to travel for
face to face meetings"
43. Ideas for Each Stage Of the Customer Journey
Customer Journey: Planning A Content Strategy To Match The Customer Journey
Priority Difficulty 1) Awareness & Attract 2) Capture Information 3) Engage & Nurture 4) Consideration & Convince
1 to 3 1 to 3
What content will create first
stage awareness & traffic?
What content can you offer that
will capture prospect info?
What content will engage
and nurture prospects?
What content will convince
prospects to purchase?
FAQs
Expert Blog Posts
Indusry News Feed
Newsletters
Press Releases
Guides & Ebooks
Features Lists
Comparison Tables
Datasheets
Pricing Guides
Testimonials
Reviews & Ratings
Case Studies
Community Forum
Trend Reports & Insights
45. 1. Employ a new sales person
2. Employ a marketing manager
3. Employ a content marketing agency
Investment Options for Growing Sales
46. Option 1: Employ A New Sales Person
• Cost from 3k per month,
up to 7k per month.
• Reports show sales
people operate at 30%
efficiency.
• How hard is it to find
great sales people?
47. Option 2: Employ A Marketing Manager
• Cost from 2k to 4k per
month.
• What impact are they
‘really’ having on lead
generation & sales?
• He can’t do it all ….
48. Option 3: Employ An Content Agency
• From 1.5k per month up
to 5k+ per month.
• Significantly less cost than
a new sales person.
• Not a toe in the water
method that you can trial
for 1-2k budget.
49. What Does An Entry Level Content Schedule Look Like?
• 1 ebook per quarter
• 5 blog posts per month
• Social seeding
• 200 calls to influencers
and complementary
companies.
• Monthly email newsletter
50. Our “Call To Action”
• We can run a consultation & Q/A
with your internal team.
• This will assess how content
marketing can be integrated &
benefit your existing marketing &
sales.
• Assess your sales lead funnel.
• Provide Initial proposals &
timescales.
Call the digital strategy team on
0800 088 7486
Website: www.clickthrough-marketing.com
Address: Charter House, Sandford Street Lichfield, WS13 6QA
Talk about Charly’s post, we have 1500 people view the page
60% of our traffic come from our blog being indexed in Google serps
Is Magento the right platform for us? We created an ebook on choosing the best ecommerce platform. Show it,
missing
Talked about the owners of the business, the employee that wants to get them to use water, the HR team…
Content marketing is a long-term strategy that engages users at every stage in the buying process.
Content marketing is much more than simply inbound marketing activity, which is focused on establishing initial brand awareness. Instead, content marketing encompasses inbound marketing and then nurtures leads, converts those leads into sales, ensures that those consumers are retained and facilitates additional sales.
When a potential customer is using Google to research new digital cameras, what is going to get them to a Kodak site? Smart, optimized content.
When a potential customer has narrowed the options and wants to compare one camera to another, with an emphasis on image stabilization, what is going to get them to understand Kodak’s comparative merits? Smart, optimized content.
When a current customer wants to stay engaged with the brand, to learn about new products on the horizon and other updates, what’s going to turn them from a customer to an advocate? Smart, optimized content.
Is anyone growing sales too fast? Question most business owners ask …….
Can be the right choice, but the problems are ……..
What would happen if you invested 3k per month into content marketing?
Had so many meetings with Marketing Managers who sit and listen to all this, really enjoy it, get excited, think they can do it themselves, they never do it, its impossible for one person to do it, great when you have a marketing manager, many companies would benefit from sacking their marketing manager and fully outsourcing their content marketing with a decent sized budget
Consider CRM, existing marketing being done, website readiness etc.