Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
This study covers the following sections:
- Executive Summary
- What is Content Marketing?
- Benefits of Content Marketing
- Content Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Content Marketing Solutions Landscape
- Content Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Get this How-To Guide and access over 350 premium-quality tools & templates for business at https://www.demandmetric.com/user/register JOIN FREE to get practical on-the-job resources and training plus all of our guides, methodologies, webinars and featured tools & templates.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
This report provides practical advice for understanding the value of podcasting, learning best practices, and getting prepared to develop and launch a successful podcast program.
State of Video Marketing Benchmark Report - 2016Demand Metric
Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
Get this How-To Guide and access over 350 premium-quality tools & templates for business at https://www.demandmetric.com/user/register JOIN FREE to get practical on-the-job resources and training plus all of our guides, methodologies, webinars and featured tools & templates.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
This report provides practical advice for understanding the value of podcasting, learning best practices, and getting prepared to develop and launch a successful podcast program.
State of Video Marketing Benchmark Report - 2016Demand Metric
Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
Social Media Marketing Plan methodologyDemand Metric
Use this methodology to create a social media marketing plan for your business. Get the associated tools & templates @ http://www.demandmetric.com/content/social-media-marketing-plan-methodology
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
This study covers the following sections:
- Executive Summary
- What is Video Marketing?
- Benefits of Video Marketing
- Video Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Video Marketing Solutions Landscape
- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
Our Online Community Playbook is a planning methodology that highlights our premium tool-kit of tools & templates level to help you develop and launch an online community that meets your marketing objectives.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Our Blogging for Business Playbook highlights our premium tool-kit of tools & templates to help you create an effective blogging marketing plan and produce engaging content to support your marketing goals. This PDF is also the course guide for our Blogging for Business Training Course, which has 2 video modules that go from fundamental concepts to advanced implementation of blogging strategy including blogging SEO.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Social Media Marketing Plan methodologyDemand Metric
Use this methodology to create a social media marketing plan for your business. Get the associated tools & templates @ http://www.demandmetric.com/content/social-media-marketing-plan-methodology
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
This study covers the following sections:
- Executive Summary
- What is Video Marketing?
- Benefits of Video Marketing
- Video Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Video Marketing Solutions Landscape
- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
Our Online Community Playbook is a planning methodology that highlights our premium tool-kit of tools & templates level to help you develop and launch an online community that meets your marketing objectives.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Our Blogging for Business Playbook highlights our premium tool-kit of tools & templates to help you create an effective blogging marketing plan and produce engaging content to support your marketing goals. This PDF is also the course guide for our Blogging for Business Training Course, which has 2 video modules that go from fundamental concepts to advanced implementation of blogging strategy including blogging SEO.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Digital Mastery: A Comprehensive Guide to Digital Marketing and E-commercefawzi morsy
Welcome to "Digital Mastery: A Comprehensive Guide to Digital Marketing and E-commerce." In
this e-book, we'll delve into the exciting world of digital marketing and e-commerce, exploring
strategies, tools, and best practices to help you thrive in the online marketplace. Whether you're
a seasoned entrepreneur, a small business owner, or a marketing enthusiast, this book aims to
equip you with the knowledge and skills needed to succeed in today's digital landscape.
Multi channel web strategy- seven trends you need to knowPerficient, Inc.
Perficient's Michael Porter recently teamed with Forrester's Stephen Powers to discuss seven key trends we are seeing on customer facing sites. It's not just about managing content anymore. It's about customer experience management (CXM) via a variety of different channels that include mobile and social.
Digital MarketingTips and Techniques for Success.pdfEmasterdigital
Unlock the secrets to effective digital marketing with these expert tips. Learn how to boost your online presence and drive results with proven strategies.
DIGITAL MARKRTING COURS IN TRISSUR (3).pdfhajaraarifayha
Unlock the secrets of online success with our comprehensive digital marketing course in Thrissur. Join us to master the latest strategies and tools for a thriving online presence
Research shows that marketers are finding new ways to use webinars to drive customer engagement at numerous phases of the buyer’s journey. Webinars present myriad opportunities for marketers to change and interact in experimental ways. You just have to think beyond the traditional uses and find new ways to use webinars to build and engage audiences to ultimately drive marketing success.
This slide presentation is part of our digital strategy programme and put together in collaboration with my colleague Neil Kelley.
in here we look the Strategy part of SOSTAC (PR Smith), the RACE model (Dr. Dave Chaffey) some other models such as TOWS and Ansoff Matrix, and finally the introduction of a new e-marketing mix integrating on-line and off-line marketing activities.
Content Marketing Tools: A Marketer’s GuideAmit Singh
In the slides you will see:
- What you should look for in a content marketing solution
- What trends are driving the adoption of content marketing tools
- About the capabilities provide
- Recommended steps to making an informed purchase for a suitable content management tool
Who could be benefited from this:
- Internet marketers and agencies doing their due diligence in selecting a content marketing solution for large and enterprise level organizations
- Analysts and vendors looking for current intelligence about this dynamic marketplace
- Anyone who needs to be up to speed on the key players and major trends in the market for content marketing tools
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Demystifying Marketing Attribution A Comprehensive Guide to Data-Driven Mark...Growth Natives
Unlock the secrets of effective marketing attribution with our comprehensive guide, "Demystifying Marketing Attribution." In this enlightening PDF, we delve into the intricacies of data-driven marketing decisions, offering a thorough exploration of the tools and strategies that empower businesses to make informed choices.
Discover the key principles behind marketing attribution and learn how to navigate the complex landscape of customer touchpoints. From first interaction to conversion, our guide breaks down each step, providing insights into the role of data in shaping successful marketing campaigns.
Whether you're a seasoned marketer or just stepping into the world of data-driven decision-making, this guide is designed to demystify the often-confusing realm of marketing attribution. Gain a deeper understanding of multi-channel attribution models, attribution windows, and the significance of various data sources in shaping your marketing strategy.
Armed with practical tips and real-world examples, this guide empowers you to optimize your marketing efforts. Uncover the mysteries of attribution modeling, attribution weighting, and attribution platforms to make confident decisions that drive results
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
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.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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.
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.
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
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The 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
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
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.
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Executive Summary
What is Content Marketing?
Benefits of Content Marketing
Content Marketing Deployment Lifecycle
Vendor Selection Criteria
Content Marketing Solutions Landscape
Table of Contents
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23
24
Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
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Content Marketing Maturity Model
Action Plan
25 About Demand Metric
4. Content is King. Its reign as the premier marketing focus for
Digital Marketing shows no signs of abating. Rather, the content is
becoming stronger, richer and more integrated as the ways and
means to deploy content for marketing rapidly expands.
It’s tempting to push as much content out as possible and hope that
some of it hits the right person at the right time. However, that
approach is akin to the old “broadcast” media approach. More
content is not the answer; it needs to be the right content.
Context is critical. As important as content is, it is equally true
that the world is awash in content. Few of us can keep up with the
our main interests, let alone other subjects pertaining to our careers
and lives. This makes context as valuable as content, more so if
you truly want to get a response to your content marketing.
Our Content Marketing Solution Study looks at the range of
content platforms. We will examine the landscape, vendors and
solutions for the three foundation platforms – Web Content
Management Platforms, Content Marketing Platforms and Content
Distribution Platforms. These platforms and toolsets provide the
WHAT IS CONTENT MARKETING?
Content Marketing: Insights, Landscape & Vendor Analysis
structure that content marketers need to create relevant,
personalized content for each of their individual audiences.
Demand Metric defines Content Marketing as the strategies,
processes and technologies that support the development,
deployment, management and measurement of content used
for marketing and advertising. Content Marketing involves
relevant, personalized content that creates or changes the
users’ experience, attitudes or preferences.
Role in Digital Marketing
Demand Metric considers Content Marketing to be an integral part
of Digital Marketing as illustrated by our Digital Marketing
Framework on the next page (Figure 1).
Driven by the Content Marketing Manager, processes, technologies
and WCM platforms are used by Senior Management, Strategic
Comm, Community & Social Media Managers, PR and Product
Marketing. The common metrics for Content Marketing include
content views, links earned, content conversion and content
published. 4
5. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 1: Digital Marketing Framework
Content Marketing: Insights, Landscape & Vendor Analysis
10. Content Marketing: Insights, Landscape & Vendor Analysis
Mobile Marketing
Visualization Tools
Advanced Analytics
Editing & Publishing
Tools
Workflow Management
Mobile Content & Social
Media Channel
Management
Content Analytics &
Lifecycle Workflow
Integration
Social & Mobile Tool
Integration
Enterprise System
Integration
Content Creation, Delivery and Optimization
Editing Tools for Creation, Automation & Collaboration
Content Delivery Across Platforms, Channels & Devices
Plug-ins &
Add-ons
Open Source Content
Management Platform
Third-party Developer
Support
CUTTING-EDGE SOLUTIONS FEATURES
STANDARD SOLUTION FEATURES
BASIC SOLUTION FEATURES
COMPREHENSIVE SOLUTION FEATURES
Figure 5: WCM Vendor Selection Criteria by Functionality Tier
10
11. Content Marketing: Insights, Landscape & Vendor Analysis
11
Content Strategy
High Content Volume Organization
Rich Media Campaigns
Automated Workflows
One-Click Distribution
Aggregated Performance Metrics
Universal Data Collection &
Curation Integrated with
Creation & Distribution
Content Location &
Scoring for Relevance
Digital Asset, Social
Media, & Content
Trend Analytics
Content Sharing &
Measurement
Features
Recommendation Engine
Personalization of
Content (down to the
street level)
Content Creation, Curation,
Discovery & Publishing
Features
CUTTING-EDGE SOLUTIONS FEATURES
STANDARD SOLUTION FEATURES
BASIC SOLUTION FEATURES
COMPREHENSIVE SOLUTION FEATURES
Figure 6: CMS/CDS Vendor Selection Criteria by Functionality Tier
3D Product Visualization Tools
Advanced Analytics
NICHE SOLUTION
FEATURES
15. Content Marketing and Distribution Systems
Vendors in the Content Marketing and Distribution System (CMS
or CDS) landscape fall into five areas based on the functionality of
their content marketing and distribution platform and their ability
to support or enhance the customer experience.
What separates the WCM vendors from CMS/CDS vendors is that
WCM vendors focus on the content flow, organizational use and
management. CMS/CDS vendors focus on the sales, marketing,
user experience and user engagement aspects of the content.
Although the flow of content across the three types of platforms
may be similar, the end goals are different.
We ranked vendors in this category on the following criteria:
Support for Content Marketing Strategy and Process
Platform Support, Scalability and Flexibility
Creation Capabilities
Content Organization (i.e. editorial calendars, repositories, digital
asset management, dashboard views)
Content Workflow Management (collaboration, workflow
management, notifications)
Discovery & Curation
Distribution & Publishing
Enterprise System Integration
Analytics
Vendors fall into the following levels based on the above criteria:
Basic – At the Basic level, Content Marketing and Distribution
platforms generate, discover, curate and publish content for
marketing, social sharing and/or advertising.
Standard – At the Standard level, Content Marketing and
Distribution platforms focus on creating, discovering, publishing,
sharing and measuring content. These platforms can include
recommendation engines for the amplification of relevant,
personalized content down to the user level.
15
Content Marketing: Insights, Landscape & Vendor Analysis
19. Content
Marketing
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Orientation
No defined strategy or process for
Content Marketing
Defined strategy and processes exist for
Content Marketing in uncoordinated
pockets
Defined, integrated strategy and
processes exist for Content Marketing
across the Enterprise
Defined, integrated strategy for Content
Marketing exists across the Enterprise;
Campaigns are tracked & measured by
level of engagement & revenue impact
Leadership
One-dimensional view of Content
Marketing as Web and Email Marketing
Sees need for rich content;
Experimenting, testing & evaluating apps
& tools; Uses outsourced agency
Long term commitment to rich content;
Integrated platforms for WCM and
CMS/CDS; Internal staff and resources
Views content as primary lead gen tool;
Resources for rich content, cross-channel
marketing and content marketing apps
Budget & Staff
Budgets for web & email marketing; Staff
is contracted or coordinator role; Budget
spend for content is 15% or less
Budget allocated; Defined roles and
responsibilities for Content Marketing;
Budget spend is 25% or more for content
Budget with business case to justify
spend; Dedicated roles for Content
Marketing; Budget spend up to 50%
Budget connected to marketing goals;
Aligned maximum Digital Marketing
impact; Budget spend more than 50%
Tools &
Platforms
Ad hoc development; Point tools for
email, content & social media; No mobile
or video apps
Platforms that perform specific functions
with coordinated tools, apps and
workflows
Platforms connected to each (i.e. WCM
to CMS/CDS to Social Listening API
integration to Enterprise CRM and MA)
Complete, end-to-end system integration
of WCM and CMS/CDS platforms with
tight integration to Enterprise CRM & MA
Lead
Generation
Relies on landing pages with limited
content targeting; Company profiles on
social networks; Sporadic posting
Offers rich media content, social
networks, blogs, Wikis (Web 2.0), etc.;
Growing subscriber lists for email
Convergence of content, social and
mobile content to drive leads from web,
marketing campaigns and events
Personalized, localized content; Delivery
to devices in real-time through content &
marketing apps; Native mobile optimized
Email
Marketing
Relies on no/low cost Email Marketing
platform with pre-designed templates for
newsletter and/or email promos
Has regular Email Marketing campaign
with newsletters, drip system for leads,
list management and growth programs in
place
Advances use of email for online events,
feedback & surveys; Uses landing pages,
auto-responders, Facebook promotions,
coupons & social sharing; Mobile
campaign design & delivery
Email Marketing integrated with CMS
system from content list to order entry;
Enables list segmentation & lead
nurturing activities; Enterprise integration
with CRM, MA, etc.
Cross-Channel
Marketing
Generates and publishes content for
marketing, social sharing and/or
advertising sporadically
Content Marketing for sales, marketing,
blogs, web traffic and social channels
with usage and response tracking
Enterprise-level CMS/CDS with multi-
channel, multi-product needs; Focused
on recommendation and amplification of
relevant, personalized content
Focused on content strategy, high
volumes of content, automated
workflows, one-click distribution &
aggregated metrics
Metrics No formal measurements in place
Analytics to monitor & track content
usage & response (content views, social
share, links earned, etc.)
Dashboard monitors content usage &
conversion; Tracks opens, clicks,
forwards, registers, purchases, etc.
Enterprise–wide dashboard with content
scoring, user acquisition and engagement
by behavior, experience, etc.
Figure 9: Content Marketing Maturity Model
Content Marketing: Insights, Landscape & Vendor Analysis