Engaging with buyers has become very challenging. Sellers may never know when a buyer is actively seeking for a solution to their problem if they ignore the importance of content strategy and search. This presentation highlights the importance of content strategy and marketing, but also shows you how to create content that will engage your buyer. Talk to me if you'd like to know more about my approach.
Video Marketing - How to get your first 50,000 viewsRed Rock
The document discusses how online video can influence brand image and purchasing decisions. It notes that 96% of US adults watch online videos and videos are found to be helpful for purchase decisions by 77% of respondents. Companies that create online video are seen as more engaged by 73% of respondents. The document provides tips for creating effective brand videos, such as having a clear goal, telling a story, using proper lighting and composition, and making videos short and engaging.
The document summarizes an event focused on customer advocacy. It includes presentations from various companies on how they have built advocacy programs and leveraged advocates. Key highlights include how Hubspot transformed inbound marketing into a movement, how SimpliVity funds advocacy programs without large budgets, and how Staples' advocate marketing program became popular internally by showing business impacts across departments. The final presentation discusses creating a transformative advocacy program that provides a competitive advantage through validated and accomplished advocates.
Bring Your Boring B2B Brand To Life With VideoInfluitive
Head of Content Marketing Cassandra Jowett shared insights from Influitive's human-centric video marketing strategy at Vidyard's Fast Forward Video Marketing Roadshow in Toronto on September 20, 2016.
This document provides guidance on using YouTube to market a business. It outlines why YouTube is a good platform, with over 4 billion daily views and 800 million monthly users. It then gives tips for YouTube video content like reviews, interviews, and testimonials. It stresses the importance of high video quality, a clear call to action, and promoting videos on other sites and social networks to maximize exposure. The overall message is that YouTube can be an effective free marketing tool if videos are strategically created and distributed.
The power of video can't be ignored. It's the most engaging type of content available today. And video marketing is going huge for any kind of business all over the world.
Here I showed, why Video Marketing is essential for T Shirt Business (Specially Gear Launch) and how to do some marketing on YouTube as well.
Branding video ads are an effective format for informing and educating viewers through visual and audio elements. They are especially useful for product demonstrations or instructional guides. Search engines prioritize video content, so distributing branding videos across social media and websites increases visibility in search results. Background branding videos can convey a large amount of information concisely through sight and sound to tell a story that connects with viewers emotionally. The background branding video ads plugin plays translucent videos on websites that viewers can close, with analytics to measure engagement.
The document provides an overview of website conversion optimization strategies. It discusses defining conversions, the consumer decision-making process, and models like AIDA. It outlines 25 questions to ask about design, copywriting, metrics and testing to improve conversions. The goal is to move visitors through the stages of awareness, interest, desire and action. Sensory language, urgency, benefits and testimonials can increase desire and conversions.
Video Marketing - How to get your first 50,000 viewsRed Rock
The document discusses how online video can influence brand image and purchasing decisions. It notes that 96% of US adults watch online videos and videos are found to be helpful for purchase decisions by 77% of respondents. Companies that create online video are seen as more engaged by 73% of respondents. The document provides tips for creating effective brand videos, such as having a clear goal, telling a story, using proper lighting and composition, and making videos short and engaging.
The document summarizes an event focused on customer advocacy. It includes presentations from various companies on how they have built advocacy programs and leveraged advocates. Key highlights include how Hubspot transformed inbound marketing into a movement, how SimpliVity funds advocacy programs without large budgets, and how Staples' advocate marketing program became popular internally by showing business impacts across departments. The final presentation discusses creating a transformative advocacy program that provides a competitive advantage through validated and accomplished advocates.
Bring Your Boring B2B Brand To Life With VideoInfluitive
Head of Content Marketing Cassandra Jowett shared insights from Influitive's human-centric video marketing strategy at Vidyard's Fast Forward Video Marketing Roadshow in Toronto on September 20, 2016.
This document provides guidance on using YouTube to market a business. It outlines why YouTube is a good platform, with over 4 billion daily views and 800 million monthly users. It then gives tips for YouTube video content like reviews, interviews, and testimonials. It stresses the importance of high video quality, a clear call to action, and promoting videos on other sites and social networks to maximize exposure. The overall message is that YouTube can be an effective free marketing tool if videos are strategically created and distributed.
The power of video can't be ignored. It's the most engaging type of content available today. And video marketing is going huge for any kind of business all over the world.
Here I showed, why Video Marketing is essential for T Shirt Business (Specially Gear Launch) and how to do some marketing on YouTube as well.
Branding video ads are an effective format for informing and educating viewers through visual and audio elements. They are especially useful for product demonstrations or instructional guides. Search engines prioritize video content, so distributing branding videos across social media and websites increases visibility in search results. Background branding videos can convey a large amount of information concisely through sight and sound to tell a story that connects with viewers emotionally. The background branding video ads plugin plays translucent videos on websites that viewers can close, with analytics to measure engagement.
The document provides an overview of website conversion optimization strategies. It discusses defining conversions, the consumer decision-making process, and models like AIDA. It outlines 25 questions to ask about design, copywriting, metrics and testing to improve conversions. The goal is to move visitors through the stages of awareness, interest, desire and action. Sensory language, urgency, benefits and testimonials can increase desire and conversions.
[Webinar] How to Bootstrap Product Education with #CustomerFirst Mindset
What happens when you take customer training beyond the classroom?
Hear from Tony Roma (Sr Technical Communicator at Bitly) on how he built Bitly’s customer education program to onboard customers, drive product adoption and build trust in Bitly’s brand.
You’ll learn how to:
1) Build your product education and customer enablement framework
2) Be scrappy, get executive buy-in & mobilize your cross-functional teams
3) Test, measure and iterate on customer learning experiences
Watch the rest of the webinar here: https://youtu.be/LMNmj2G23Ck
The New Content Kings: How retailers are using content to create loyal lifeti...Steve Groenier
Presented at eTail Palm Springs by Steve Groenier on February 27, 2012.
Top retailers have become the new kings of content with vast libraries of expert articles, videos, blogs, product reviews, Q&As and more. While this content has helped to drive traffic and improve conversion rates it may also hold the key to creating truly loyal customers. Learn strategies for unlocking the hidden value in your content library and discover specific, actionable tactics for using content to improve all areas of your retail business.
- Learn how content drives customer loyalty.
- Build a network of influential experts who produce content for you.
- Use content to improve your product selection and customer service.
- Curate user generated content to increase visibility and drive social sharing.
- Discover strategies for getting customer feedback from multiple channels.
- Learn how to turn customers into an army of content producers.
- The document discusses blogging and content marketing. It provides an agenda for a class on blogging that includes introductions, expectations, a blogging lecture, and a review of blog platforms.
- It discusses what a blog is and choosing a blog platform based on purpose, technology, ease of use, SEO, costs, and comparisons. The benefits of blogging include original content, thought leadership, and better ROI for sales.
- Content marketing is communicating with customers without selling via shareable content. The document discusses digital shifts, purchase influences, inbound vs interrupt marketing, the three C's of SEO, mobile search trends, and tips for great content like knowing your audience and using a timely, newsworth
How to make video work for your businessmach6media
Video is becoming increasingly important for businesses, as it has been shown to increase engagement, understanding, and revenue faster than static content. It is an effective communication tool that reaches customers on an emotional level by allowing them to see faces, read body language, and hear voices. To make video work for a business, one must plan relevant content that conveys their brand and messages to their target audience, produce it with adequate quality, and promote the finished video across various platforms.
Inside the Content Marketing Playbook - Marcom Productions Presents: Point of...Marcom Productions
Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. In this Point of View, Rich looks inside the Content Marketing Playbook, an e-book published by the Content Marketing Institute.
The document discusses various digital marketing strategies and tactics for a fitness business, including developing a responsive website, optimizing social media presence, implementing search engine optimization and pay-per-click advertising, and creating video and other content for marketing packages. Goals are to register the business, create branding, develop a website, and promote on social networks. The speaker takes questions on marketing roadmaps, budgets, and improving social media audiences.
The document outlines 10 simple steps to create a great website, including project planning, design, navigation, homepage content, additional pages, search engine optimization, email marketing, social media presence, and mobile compatibility. It emphasizes strategic planning, user-focused content and design, calls to action, fresh and engaging content like videos and blogs, as well as search engine and social media optimization tactics.
This document discusses using video in email marketing to increase engagement and conversions. It provides statistics showing that video can increase click-through and conversion rates. However, there are challenges like deliverability, browser compatibility, and determining the most effective video type. The document provides solutions such as using animated GIFs, thumbnails, dynamic email services, and eye-tracking videos. It emphasizes testing different video styles and formats and including calls to action to track results. Overall, the key message is that video can boost engagement if marketers address obstacles and focus on creating high-quality, targeted videos attached to measurable goals.
If a picture's worth a thousand words, how good is video? Video is more accessible than ever and no form of marketing has a more dramatic effect on the user. Learn about the types of typical videos and how to market them effectively to capture the interest of leads and drive sales.
The document provides tips and best practices for using YouTube videos to tell a business story and market a company. It discusses why YouTube is an important part of marketing strategy, how to optimize a YouTube channel and videos, and gives 10 tips for success on YouTube including creating a branded channel, engaging with others, using analytics tools, and promoting videos on social media. Examples are given of good and bad medical practice videos as well as what makes a viral video successful.
The document provides tips and best practices for using YouTube videos to tell a business story and market a company. It discusses why YouTube is an important part of marketing strategy, how to optimize a YouTube channel and videos, and gives 10 tips for success on YouTube including creating a branded channel, engaging with others, using analytics tools, and promoting videos on social media. Examples are given of good and bad medical spa videos as well as what makes a viral video successful.
How to Set the Goals that will Accelerate Your Video Marketing Success
Kristen Craft, Director of Partnerships at Wistia @thecrafty
Ezra Fishman, Director of Marketing at Wistia @ezrafishman
Lenny, Office Dog
What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency
1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers
Thinking outside the box 1
The video box ! !
Too narrow of a lens !
A video is only a piece of the puzzle ! My Company
A product page from Hubspot !
We can’t talk about the goal of this image independent of the page
Same is true of this video
And this video
What are my goals for this video? ! !
How can video help me accomplish my goals for this page? ! ! ! ! !
… for this email? ! ! !
… for this campaign? !
Examples of great integration 2
Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past attendees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s fine!
Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration
Goal = reduce support tickets related to a specific feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch
Video’s super powers 3
Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human
Increased conversion by 10%
Explain complex topics
Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traffic
Build trust Goals • Increase sales qualified leads • Improve lead conversion rates • Supercharge recruiting efforts
1,000 survey responses!
Make your business more human Goals • Build rapport with your audience • Get visitors to pay attention and take action • Increase word of mouth referrals
A spectrum of goals 4
The spectrum
Start
Short term, measurable ROI
Growing more comfortable with video
ROI = time saved + inbound traffic
Team is fully on board with video
Leveraging the emotional power of video
Acknowledge direct ROI will be tough to measure
Getting started with video 4
“Now what?”
The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid?
The Concept
The Script
The Setup
Use the camera you already have.
Product pages that have the highest conversion rates engage visitors through the use of high-quality product images, answer common user questions, and add video or social reviews. Specifically, pages should use images to bring the product to life, address questions about colors, sizes and fit. Adding video, which increases purchase likelihood by 85%, or reviews, which boost conversions by 12.5%, also improves performance. Pages must also be optimized for mobile by prioritizing key information like images and descriptions.
The document provides suggestions for improving the customer experience on a website, including better search engine optimization through keyword use and SEO optimization. It recommends making the website more lively through updated colors, pictures and effects, as well as highlighting customer-specific content and including questions to pique visitor curiosity. Design improvements include side slide previews instead of scrolling, avoiding repetition of content, and adding drag down bars. Additional recommendations are to include a chat/query box, customized graphics, understanding website visitors, and obtaining feedback.
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The webinar discusses how to leverage a company's value proposition in marketing. It covers identifying the target audience, where they are located, what messaging to express to them and how to express the value proposition. Key advice includes testing the value proposition, as the points of value that resonate most with customers are not always obvious. Expressing the value proposition requires more than just copying the statement and should be customer-focused, with congruent imagery, videos and other elements on the page.
Top ten tips for business success online finalvpdd
The document provides 10 tips for business success online: 1) Advertise on a tourism website, 2) Keep your website up-to-date, 3) Regularly check and respond to emails, 4) Engage on Facebook, 5) Engage on Twitter, 6) Start a blog, 7) Use Pinterest, 8) Post videos on YouTube, 9) Send out email newsletters, and 10) Conduct customer surveys.
"Likest Du noch oder kaufst Du schon?" - Sales Push durch Content Marketing i...DDB Germany
Möbel verkaufen über das Internet: eine schwierige Aufgabe. Aufmerksamkeit für Angebote und Produkte in Social Media schaffen: nahezu unmöglich. Nutzer partizipieren im Social Web weil sie sich mit Freunden und Bekannte austauschen möchten. Marken greifen mit ihrer Werbung in das private Umfeld der Nutzer ein und müssen sich somit als Freund der Nutzer verstehen.
Am Beispiel von IKEA Österreich zeigen wir wie einer der größten Möbelhersteller mit Content Marketing über Social Media Absatzsteigerung in den Einrichtungshäusern unterstützt. Dabei zeigen wir, was unsere Erfahrungen der Produkt- und Angebotskommunikation im Social Web sind und wie wir den IKEA Gedanken vermitteln.
Dies ist eine von drei Casestudies am 21. Februar aus der täglichen Social Media Arbeit von DDB Tribal auf der Social Media Week Hamburg.
SEO Campixx 2015 | Operatives & strategisches SEO-Controlling - von der Suche...takevalue Consulting GmbH
Präsentation von Patrick Müller auf der SEO Campixx 2015. - www,takevalue.de
Erfolgsmessung von SEO entlang des gesamten Suchprozesses: Suche, Ranking, SERP-Snippet, Seiteninhalt & Conversion.
Abbildung der Informationen in einem ganzheitlichen Dashboard (Prototyp) inkl. Sonderberichten (IT, Google News etc.) und Ableitung von Handlungsempfehlungen im Task Reporting.
Strategisches SEO-Controlling: Herausforderungen, Besonderheiten und Lösungen.
Mercedes ahead of bmw and audi in social buzzSimplify360
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
[Webinar] How to Bootstrap Product Education with #CustomerFirst Mindset
What happens when you take customer training beyond the classroom?
Hear from Tony Roma (Sr Technical Communicator at Bitly) on how he built Bitly’s customer education program to onboard customers, drive product adoption and build trust in Bitly’s brand.
You’ll learn how to:
1) Build your product education and customer enablement framework
2) Be scrappy, get executive buy-in & mobilize your cross-functional teams
3) Test, measure and iterate on customer learning experiences
Watch the rest of the webinar here: https://youtu.be/LMNmj2G23Ck
The New Content Kings: How retailers are using content to create loyal lifeti...Steve Groenier
Presented at eTail Palm Springs by Steve Groenier on February 27, 2012.
Top retailers have become the new kings of content with vast libraries of expert articles, videos, blogs, product reviews, Q&As and more. While this content has helped to drive traffic and improve conversion rates it may also hold the key to creating truly loyal customers. Learn strategies for unlocking the hidden value in your content library and discover specific, actionable tactics for using content to improve all areas of your retail business.
- Learn how content drives customer loyalty.
- Build a network of influential experts who produce content for you.
- Use content to improve your product selection and customer service.
- Curate user generated content to increase visibility and drive social sharing.
- Discover strategies for getting customer feedback from multiple channels.
- Learn how to turn customers into an army of content producers.
- The document discusses blogging and content marketing. It provides an agenda for a class on blogging that includes introductions, expectations, a blogging lecture, and a review of blog platforms.
- It discusses what a blog is and choosing a blog platform based on purpose, technology, ease of use, SEO, costs, and comparisons. The benefits of blogging include original content, thought leadership, and better ROI for sales.
- Content marketing is communicating with customers without selling via shareable content. The document discusses digital shifts, purchase influences, inbound vs interrupt marketing, the three C's of SEO, mobile search trends, and tips for great content like knowing your audience and using a timely, newsworth
How to make video work for your businessmach6media
Video is becoming increasingly important for businesses, as it has been shown to increase engagement, understanding, and revenue faster than static content. It is an effective communication tool that reaches customers on an emotional level by allowing them to see faces, read body language, and hear voices. To make video work for a business, one must plan relevant content that conveys their brand and messages to their target audience, produce it with adequate quality, and promote the finished video across various platforms.
Inside the Content Marketing Playbook - Marcom Productions Presents: Point of...Marcom Productions
Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. In this Point of View, Rich looks inside the Content Marketing Playbook, an e-book published by the Content Marketing Institute.
The document discusses various digital marketing strategies and tactics for a fitness business, including developing a responsive website, optimizing social media presence, implementing search engine optimization and pay-per-click advertising, and creating video and other content for marketing packages. Goals are to register the business, create branding, develop a website, and promote on social networks. The speaker takes questions on marketing roadmaps, budgets, and improving social media audiences.
The document outlines 10 simple steps to create a great website, including project planning, design, navigation, homepage content, additional pages, search engine optimization, email marketing, social media presence, and mobile compatibility. It emphasizes strategic planning, user-focused content and design, calls to action, fresh and engaging content like videos and blogs, as well as search engine and social media optimization tactics.
This document discusses using video in email marketing to increase engagement and conversions. It provides statistics showing that video can increase click-through and conversion rates. However, there are challenges like deliverability, browser compatibility, and determining the most effective video type. The document provides solutions such as using animated GIFs, thumbnails, dynamic email services, and eye-tracking videos. It emphasizes testing different video styles and formats and including calls to action to track results. Overall, the key message is that video can boost engagement if marketers address obstacles and focus on creating high-quality, targeted videos attached to measurable goals.
If a picture's worth a thousand words, how good is video? Video is more accessible than ever and no form of marketing has a more dramatic effect on the user. Learn about the types of typical videos and how to market them effectively to capture the interest of leads and drive sales.
The document provides tips and best practices for using YouTube videos to tell a business story and market a company. It discusses why YouTube is an important part of marketing strategy, how to optimize a YouTube channel and videos, and gives 10 tips for success on YouTube including creating a branded channel, engaging with others, using analytics tools, and promoting videos on social media. Examples are given of good and bad medical practice videos as well as what makes a viral video successful.
The document provides tips and best practices for using YouTube videos to tell a business story and market a company. It discusses why YouTube is an important part of marketing strategy, how to optimize a YouTube channel and videos, and gives 10 tips for success on YouTube including creating a branded channel, engaging with others, using analytics tools, and promoting videos on social media. Examples are given of good and bad medical spa videos as well as what makes a viral video successful.
How to Set the Goals that will Accelerate Your Video Marketing Success
Kristen Craft, Director of Partnerships at Wistia @thecrafty
Ezra Fishman, Director of Marketing at Wistia @ezrafishman
Lenny, Office Dog
What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency
1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers
Thinking outside the box 1
The video box ! !
Too narrow of a lens !
A video is only a piece of the puzzle ! My Company
A product page from Hubspot !
We can’t talk about the goal of this image independent of the page
Same is true of this video
And this video
What are my goals for this video? ! !
How can video help me accomplish my goals for this page? ! ! ! ! !
… for this email? ! ! !
… for this campaign? !
Examples of great integration 2
Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past attendees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s fine!
Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration
Goal = reduce support tickets related to a specific feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch
Video’s super powers 3
Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human
Increased conversion by 10%
Explain complex topics
Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traffic
Build trust Goals • Increase sales qualified leads • Improve lead conversion rates • Supercharge recruiting efforts
1,000 survey responses!
Make your business more human Goals • Build rapport with your audience • Get visitors to pay attention and take action • Increase word of mouth referrals
A spectrum of goals 4
The spectrum
Start
Short term, measurable ROI
Growing more comfortable with video
ROI = time saved + inbound traffic
Team is fully on board with video
Leveraging the emotional power of video
Acknowledge direct ROI will be tough to measure
Getting started with video 4
“Now what?”
The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid?
The Concept
The Script
The Setup
Use the camera you already have.
Product pages that have the highest conversion rates engage visitors through the use of high-quality product images, answer common user questions, and add video or social reviews. Specifically, pages should use images to bring the product to life, address questions about colors, sizes and fit. Adding video, which increases purchase likelihood by 85%, or reviews, which boost conversions by 12.5%, also improves performance. Pages must also be optimized for mobile by prioritizing key information like images and descriptions.
The document provides suggestions for improving the customer experience on a website, including better search engine optimization through keyword use and SEO optimization. It recommends making the website more lively through updated colors, pictures and effects, as well as highlighting customer-specific content and including questions to pique visitor curiosity. Design improvements include side slide previews instead of scrolling, avoiding repetition of content, and adding drag down bars. Additional recommendations are to include a chat/query box, customized graphics, understanding website visitors, and obtaining feedback.
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The webinar discusses how to leverage a company's value proposition in marketing. It covers identifying the target audience, where they are located, what messaging to express to them and how to express the value proposition. Key advice includes testing the value proposition, as the points of value that resonate most with customers are not always obvious. Expressing the value proposition requires more than just copying the statement and should be customer-focused, with congruent imagery, videos and other elements on the page.
Top ten tips for business success online finalvpdd
The document provides 10 tips for business success online: 1) Advertise on a tourism website, 2) Keep your website up-to-date, 3) Regularly check and respond to emails, 4) Engage on Facebook, 5) Engage on Twitter, 6) Start a blog, 7) Use Pinterest, 8) Post videos on YouTube, 9) Send out email newsletters, and 10) Conduct customer surveys.
"Likest Du noch oder kaufst Du schon?" - Sales Push durch Content Marketing i...DDB Germany
Möbel verkaufen über das Internet: eine schwierige Aufgabe. Aufmerksamkeit für Angebote und Produkte in Social Media schaffen: nahezu unmöglich. Nutzer partizipieren im Social Web weil sie sich mit Freunden und Bekannte austauschen möchten. Marken greifen mit ihrer Werbung in das private Umfeld der Nutzer ein und müssen sich somit als Freund der Nutzer verstehen.
Am Beispiel von IKEA Österreich zeigen wir wie einer der größten Möbelhersteller mit Content Marketing über Social Media Absatzsteigerung in den Einrichtungshäusern unterstützt. Dabei zeigen wir, was unsere Erfahrungen der Produkt- und Angebotskommunikation im Social Web sind und wie wir den IKEA Gedanken vermitteln.
Dies ist eine von drei Casestudies am 21. Februar aus der täglichen Social Media Arbeit von DDB Tribal auf der Social Media Week Hamburg.
SEO Campixx 2015 | Operatives & strategisches SEO-Controlling - von der Suche...takevalue Consulting GmbH
Präsentation von Patrick Müller auf der SEO Campixx 2015. - www,takevalue.de
Erfolgsmessung von SEO entlang des gesamten Suchprozesses: Suche, Ranking, SERP-Snippet, Seiteninhalt & Conversion.
Abbildung der Informationen in einem ganzheitlichen Dashboard (Prototyp) inkl. Sonderberichten (IT, Google News etc.) und Ableitung von Handlungsempfehlungen im Task Reporting.
Strategisches SEO-Controlling: Herausforderungen, Besonderheiten und Lösungen.
Mercedes ahead of bmw and audi in social buzzSimplify360
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
Ziel ist für Reisedestinationen, die aktuelle Wassertemperaturen aufführt, Infotexte über die Städte zu erstellen auf Basis von historischen Wetterdaten.
Für den Informationsgewinn sollen die Texte über textlicher Form hinausgehen. Folgende Fragen werden beantwortet: Welche Monate bieten sich für Reisen zur jeweiligen Destination an? Gibt es zu einem bestimmten Zeitpunkt Destinationen in geographischer Nähe, die bessere Wetterbedingungen bieten, als die angefragte Destination? Eigenen sich die Wassertemperaturen zum Schwimmen und welchen Taucheranzug sollte man ggf. verwenden?
Der Workshop unseres Senior Consultant Peter Schmidt zum effektiven Einsatz der Google Search Console im SEO-Alltag vom Online Marketing Tag 2015 in Wiesbaden
SEO Campixx 2015 | ETL & BI für SEO Analysen und Reportings von Johannes Kunzetakevalue Consulting GmbH
Microsoft Self-Service-BI Werkzeuge für standardisierte Reportings und Analysen im Bereich SEO.
Inhalt:
- Laden der Google Webmastertools Suchanfragen
- Verknüpfen mit anderen Datenquellen
- Analysen und Reportings mit Power Query & Powerpivot
The document discusses content marketing strategies that companies commonly employ but that often fail to achieve goals. It notes that an effective content strategy involves defining goals, targeting the right audiences and influencers, and creating experiences that earn familiarity, likability, and trust. The strategy should also consider where the target audience spends time online and compare the ROI of content marketing to other marketing investments. Two examples of successful content strategies are provided.
You might not need six or more people on your content team. Rather, these are roles and responsibilities to assign as part of any comprehensive content org chart. See full explanation here: https://annhandley.com/a-simple-content-marketing-org-chart/
This document discusses the importance of content marketing in today's connected world. It notes that 60-70% of marketing content goes unused, 73% of people wouldn't care if brands disappeared from their lives, and 80% of CEOs are unsatisfied with their CMOs. It recommends that brands shift from traditional marketing like ads and banners to creating valuable customer-centric content and stories that people want to engage with, in order to better connect with audiences and improve marketing ROI.
The 2020 consumer is coming fast. Companies need to get ready for a new form of marketing. This presentation describes the capabilities and the organization needed to be successful in 2020.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
This document provides guidance on planning and producing effective B2B webinars. It outlines that webinars should share knowledge, update audiences, demonstrate products, and build authority. Key questions to consider include the business rationale for the webinar, subject matter for the target audience, and style and production details. Promotion of the webinar is also essential, as is planning follow-up engagement after its completion. Partnering with a media company can help new organizations produce and promote successful webinars. Thorough preparation by considering the questions in the guide will help achieve the desired outcomes.
Turbo Charging Your Sales Process with VideouStudio
Sales execution is a major challenge across most organizations today. Sales teams are known to use as little as 10 percent of the materials developed by Marketing. And companies continue to re-evaluate their sales training processes looking for faster, lower-cost ways to keep their sales force at peak productivity and performance.
The solution? Video.
The best marketers are solving sales execution challenges by leveraging video as a strategic asset to create high-performing sales teams. In this seminar, you will learn how to:
-Deliver just-in-time video training to distributed teams
-Determine the best videos for every stage of the buyer’s journey – awareness, consideration, decision and delight
-Measure how each video is contributing to revenue and use this knowledge to inform your video strategy
The seminar will include real world examples of organizations that are getting it right, along with step-by-step strategies and tips for creating videos for each stage of the buyer’s journey. Gain actionable insights they can leverage to transform their sales operation.
*originally presented at Reel Video Marketing Summit 2014
Online Video Marketing: Tips, Types of Videos To Create & How To Promote ThemBloominari
This document discusses the importance and benefits of online video marketing for small businesses. It notes that video is worth millions of words to viewers. The document then provides tips on different types of videos businesses should create, including product demos, customer testimonials, and explainer videos. It also gives suggestions on where to promote videos online, such as YouTube, a company website, social media channels, and blogs. The document emphasizes that all businesses, regardless of size, should incorporate video marketing into their strategies.
HaxAsia is a 6-month hardware accelerator program based in Singapore that helps startups develop successful hardware businesses. The program has 3 stages:
1. Startups finalize prototypes in Singapore and test products with users to validate use cases. Teams that validate their products advance to the next stage.
2. Teams launch crowdfunding campaigns in San Francisco, getting support from experts and exposure. Campaigns that reach their funding goals advance.
3. Successful teams work with Foxconn in Beijing on pilot batch production to prepare for global launch. The program aims to help startups either become global successes or fail quickly, with no "living dead" companies in between.
Lorne Litowitz hosted a webinar on effective online video strategies. The webinar covered the video production process, including scoping, design, production, and launch. It provided tips for scripting video, using different video styles like explainer and animated videos, and tips for building trust and engaging younger audiences through mobile-optimized video. The webinar also discussed budgeting considerations for video production and how video can be used across social media to drive traffic.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
How to Find New Customers with a Detailed Customer Journey MapChris Conner
This document discusses using a customer journey map and detailed content plan to find new customers for a life science marketing company. It describes mapping the customer's buying journey across awareness, consideration, evaluation, and delight stages. A content plan matrix maps types of content like webinars, articles, and videos to different offers and customer personas at each stage. The content is then repurposed into smaller pieces to engage customers throughout their journey and drive sales.
Spark Hire, the leading online video interviewing platform, delivers “The Power of Video in Hiring the Right People” webinar. This webinar discusses the incredible benefits of using video interviews in the hiring process. Employers can learn from this webinar how to save time and money while looking for the best candidates and how to use one-way or live video interviews to supplement or improve upon their current hiring practices, among other things.
Getting your videos found, watched and shared takes more than hitting the publish button! If you've made the investment to produce a video, spend 30 minutes to learn best practices that will help you launch and promote your videos to maximize exposure.
We'll cover video best practices for optimizing, publishing and repurposing. In this free 30-minute online training, you will learn:
Basic video SEO best practices
When and why to use captions, text overlays and calls to action
Video hosting considerations
How to supercharge your video reach
Tricks to reuse, repurpose, and recycle to stretch your video budget!
This document provides an overview of content marketing and how to create and distribute content effectively. It discusses that content marketing is about creating useful and valuable content for customers. It outlines the importance of content marketing in building digital engagement and standing out. It then covers content creation processes like understanding customer needs, developing a content asset portfolio, and repurposing content for different mediums. The document also discusses marketing content through various paid, owned, and earned channels. Finally, it addresses measuring the effectiveness of content marketing through metrics like leads, traffic, engagement, and inquiries over time.
This webinar discusses content marketing and provides guidance on content creation and distribution. It emphasizes that content is the foundation for digital engagement and should be focused on what customers want. The presentation outlines the importance of content marketing in driving leads, SEO, trust and advocacy. It provides tips on understanding customer information needs, developing a content asset portfolio across various formats, and repurposing content for different mediums. Finally, it discusses marketing content through various paid, owned and earned channels and setting metrics to measure content marketing effectiveness and ROI over time.
The document discusses how video marketing can fuel a business's sales funnel. It notes that online video content is the preferred format over blogs, music, and photos. Video appeals to 95% of learning styles and increases shopping cart sizes, conversion rates, and average order values. While video production was once costly, services like Animoto now make it easy for small businesses to create professional-looking videos by uploading photos, video, music and adding a message. The document recommends using videos on websites and social media to generate awareness, drive traffic, convert visitors and retain customer loyalty and sales.
Video is a great way to identify your key messages as a company and entice viewers to engage with your business. Using online video marketing effectively is key to a successful online marketing strategy. More than 48 hours of video content is being uploaded every minute into YouTube where its videos are 50 times more likely to rank at the top of Google’s first page Search Results. If you would like to learn more about how you can optimise your existing videos or gain insights and ideas for new videos to help increase user engagement then this seminar is for you.
Things you can learn include:
Video channel distribution options
Content marketing with video
SEO for video optimisation
Video production format options
Social media and videos
Join Vorian Agency, a Perth Digital Marketing Agency's General Manager Matt Lynch, walk through an introduction to YouTube, Video Marketing and opportunities that exist with repurposing video content across YouTube, Vimeo, Facebook, as well as short form video on Instagram and Vine. Matt is a 20+ year marketing veteran, a Google Partner and Bing Ads Professional, and runs a popular 2hour free business training seminar series on a range of online marketing topics. The seminars offer an opportunity for businesses to find out the latest best-practices, along with helpful tips and advice, and ask their specific questions directly.
Search Sessions - Importance of Video Marketing with PowtoonKristine Pratt
The magic of video marketing is no secret: 64% of consumers are more likely to buy after seeing a video, videos can lower your cost per lead by 19%, and sites that leverage video get 41% more search traffic than non-users.
Video is no longer simply a tool for promoting your brand, it’s also revolutionizing how we work. In this session, Powtoon’s Head of Content, Nick Liebman covers:
• The main problem with communication today
• How companies can quickly implement video for any marketing need
• The secret to a 21st century workflow (Hint: it involves video!)
• Practical examples & actionable tips you can start using today
Learn about your next video marketing strategy today!
YouTube for Social Marketing and Commerce, ExplainedGrant Crowell
Posting videos on YouTube, with a link from a retail site to YouTube, is the easiest way to get videos online. But ease of use comes with trade-offs, among them, less flexibility in creating videos that suit your own image and needs, and the fact that Google directs users who find your videos through web search to YouTube rather than to your own site. Learn the pros and cons, along with best practices so you can set up your YouTube program with eyes wide open, and build relationships that convert to real-world business goals.
Originally presented at the Internet Retailer Conference and Expo, June 10, 2014; and presented again with updates at Social Media Week Chicago on September 25, 2014.
http://www.irce.com/speaker/grant-crowell
Ultimate guide to profitable webinars feb 2014tina_sibley
This document provides an overview of Tina Sibley's webinar training program called "Wicked Webinars - Profitable Webinar Blueprint". The training teaches business owners how to run profitable webinars through a 5 P framework covering Planning, Presentation, Platform, Promotion, and Profit. Common webinar mistakes like lack of training, planning, visual models, weak presentations, and failing to follow up are addressed. The training is offered for $97 and includes video tutorials, guides, templates, and platform reviews to help users learn how to attract attendees, sell effectively throughout their presentations, and maximize profits through follow up.
This document provides an overview of a YouTube and video marketing training seminar presented by Matt Lynch of Vorian Agency. The seminar covers various topics related to using YouTube and video for marketing purposes, including optimizing videos for SEO, different types of viral video content, best practices for video editing and uploading to YouTube, and tips for engagement through annotations and playlists. The document includes slides on YouTube statistics, customizing YouTube channels, connecting with viewers on social media, and examples of successful viral video campaigns from brands like GoPro and Red Bull.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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
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.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
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.
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.
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.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
2. What it’s Not
•
•
•
•
•
•
•
•
Irrelevant to buyer care-abouts
In the wrong place at the wrong time
Product focused
Company centric
Boring
Lacking in images
Repetitive
Brimming with frankenspeak
3. What is content marketing?
Content Marketing
Starts with the ASK
Delights the
Prospect with the
ANSWER
8. Create Content in 5 steps
1.
2.
3.
4.
5.
Pick persona
Identify funnel stage Asks
Answer the Asks
Create bodies of content
Slice and dice for channels
12. Early Funnel Content Ideas
•
•
•
•
•
•
Engaging, fun 1 minute videos on how to use video conferencing to replace
travel, use on YouTube and website
Turn visuals from video into still shots for use everywhere on website and
social media, Tweets and FaceBook
How to replace travel with video conferencing ebooks (6 pages, gated),
offers via SEM, SEO, web page promotion, promote via social media
100 reasons why video conferencing is better than traveling white paper (4-6
pages, gated), ebook offer for outbound advertising
Blogs about reducing travel costs, promote via social media
Analyst papers that cover their perspective on what video conferencing can
do to reduce travel, inbound offers via SEM, SEO, web pages
14. Can I demo video conferencing systems?
MIDDLE
Try/Evaluation Ask
15. Middle Funnel Content Ideas
• Ebooks and white papers that go into more detail about the value and
benefits of video conferencing and how the company’s video conferencing
solution meets the need (4-6 pages, gated)
• Video demos of product in a real environment (3 minutes)
• Customer success videos and content (<2 minutes each)
• Promote content via FB & Twitter, use images from the videos and key
call-outs, quotes,
• Landing pages promoting the content
17. How do I buy a video conferencing solution?
LATE
Purchase Ask
18. Late Funnel Content Ideas
• Compare models, compare competitive models via white papers or web
pages
• Customer success stories in video and documents
• Configurators, base use case configurations (gated)
• How to buy checklist (gated)
• FAQ – typical questions that come during pre- and post-sales
19. How to improve adoption of video conference system?
POST PURCHASE/UPSELL
Retention Ask
20. Retention Upsell Funnel Content
• Onsite training of staff
• Meeting support services
• How to tutorials and videos on
– setting up a video conference
– setting up a customer event
– using video conferencing and recording to document training
– using video conferencing and recording to share with those that
couldn’t attend
– using video conferencing to record training
– using video conferencing to record company meetings
21. How to Create Slice & Dice Content
Content for 3 funnel stages: High, Middle, Low
– High:
• How video conferencing can reduce travel costs and get more done .
– Middle:
• How to integrate video conferencing into your network, reduce travel
costs, and delight your customers.
– Low:
• Get the ROI calculator to see how much you can save on travel costs
when using video conferencing instead.
• Try video conferencing before you buy.
22. Video Content Ideas
Shoot b-roll video that you can slice and dice for many
uses
•
•
•
•
•
•
•
Use the b-roll to create 1.5 minute snippets
Use cases
Customer testimonials
Demos
Product packaging “box opens”
News announcements
Much more
23. Compelling Stats
Percent of buyers searching online
67% Sirius Decisions - 90% Forrester
40% more stakeholders
involved Demandbase
70% say vendors website
most influencial
24. Before you create any
content, understand
your Persona’s most
likely ASK
Then deliver the
Answers Where your
Persona looks for it.
25. Avoid
Creating the TYPICAL LIST of
product, service, or solution level
collateral and think you have what
you need.
IT’S NOT ENOUGH.
26.
27.
28.
29.
30. How to Feed and Nurture
• To nurture a Persona, you
need to create sustenance
• Answer the Asks throughout
the buying cycle.
• Otherwise you won’t be able
to address their care-abouts.
31. • “The handwriting is on the wall: search engines
want machine-readable content to provide more
precise answers to user queries. Users want
personalized answers at their fingertips as they
favor smartphones/tablets over desktops/laptops.”
• Search Engine Land, Future SEO: Understanding
Entity Search, Oct 7, 2013 at 8:54am ET by Paul
Bruemmer
32. “The handwriting is on the wall: search engines want machine-readable
content to provide more precise answers to user queries. Users want
personalized answers at their fingertips as they favor smartphones/tablets
over desktops/laptops.”
Paul Bruemmer, Search Engine Land, Future SEO: Understanding Entity
Search blog, Oct 7, 2013
I am here today to share my unique view of what it takes to create the kind of content that is worthy of marketing.The great news about Content Marketing is that you can influence good practices no matter where you are in the process. If you are working with a small company, you may be able to influence the entire process. But if you are a consultant with a large company, you may be able to impact a part of the process. No matter where you are, you can still make an impact.Whether you are supporting outbound marketing or inbound marketing, we’ll talk about how you can impact the creation of great content for demand generation.I have had a great time experimenting and conducting content marketing at small and large companies and would like to share with you some tips on how to approach this in a way that is simple and core to the basics of content marketing.Content is nothing without marketing and marketing is nothing without content. That is why I call it “content plus marketing.” I believe that the essence of content plus marketing is sustenance. People need nutrition to survive and your prospects? They need to be fed too. Good content provides sustenance to your prospect.Sustenance is a great way to think about content. No one wants to eat junk food right? So why do we continue to push junk food on unsuspecting prospects?
So, content plus marketing is not unhealthy. It’s delicious. When it’s not delicious or healthy it lacks in relevance. It’s unexciting, and unappetizing.Really when it comes down to it, content that speaks only about the product has a place in the buyer cycle, but it’s not effective for the type of content+marketing that will help you generate leads and move a prospect through the funnel.We are always asked to produce product marketing collateral and while still important, it’s just not enough.So what is relevant and appetizing content? When do you know you have the right mix?
It starts with the ASK and delights the prospect with the answer!Back in the ‘old days’ before Google, Ask Jeeves taught everyone how to search. They rightly believed that people had questions and that by searching, they would find answers.Now we’ve come along way with search today, but the principle strands. With around 60% - 80% of buyers searching for answers online, without our awareness, and without needing us, we marketers are destined to provide them. This is our mission if we are to be effective in our demand generation efforts. Outbound marketing allows us to control our message and target customers, but it needs a strong Inbound strategy as well. By thinking about the inbound journeys we can create the type of content that prospects are looking for when they are looking for it. This is extremely important today when you consider the role of search whether the prospect is searching on Google and ends up on our website, we need to think differently about our marketing strategy now.No longer are we pushing our wares. We are now in the business of crafting delicious, edible, bite-sized morsels that make mouths water. And scattering these morsels as bait everywhere we can.The fact that our prospects are making decisions about purchases way before we are aware, well this is the motivation that we need to show up in the field where they are harvesting.
You’ve heard this over and over that content marketing is all about the 3 r’s.It’s my strong opinion that the 3 r’s are the outcomes not the objectives of good content plus marketing. Just saying “get down with your funky 3 r’s” doesn’t help you know what crop to plant and when to harvest it and where to sell it.You need to know what the prospect cares about, where they hang out, and when they are there.So now we are going to get into the fun stuff. How do you actually created great content+marketing outcomes?
So how do you create the right content?You start with the persona and identify his care-abouts.You identify his care-abouts by what he or she is asking.When you create content around the Ask, you become relevant and knowlegable.
So the Persona choices are important. You can’t really create content that is relevant to all your key personas. When you have selected personas, you most likely have a description of what they persona is like and what they care about.Now it’s time to identify what these persona’s care about when they are buying your category of product.So what is a persona? It’s a clear description of your target prospect. You will most likely have multiple buyer personas. Let’s look at some examples of personas.
Persona’s are getting a lot of attention these days and it’s important to understand who your persona’s are. A Persona is basically the definition of your target prospect, but put into terms of his psychographics and demographics. It includes what he cares about, his job role. When writing content, it’s important to know what your Persona cares about so that you can create a story that is compelling to your Persona. Most likely you will have journey’s designed for multiple personas. You’ll want a business decision maker persona journey, a technical decision maker journey, a influencer journey and possibly a branch office business decision maker journey.Each journey becomes a custom approach based on where that persona fits in the buy cycle and what they care about at each stage of the buy cycle.So now I’ve put together my five steps for content+marketing execution.
This is my favorite part of the presentation. It’s my 5 steps to creating great content marketing outcomes.First – pick the persona. If you have 3, then you need to create journey mappings for each personal.Second – for each persona, what are they asking at each stage of the buying cycle of funnel stage?Third – What are your answers for them? Fourth – Instead of creating a bunch of standard content, like datasheets, and product white papers, and general industry reports that support your strategy, and all the other junk food that old fashioned marketers still think works, we’re going to explore a new approach, so hold on. We’ll talk a lot about this gem.Fifth – Once you create all the answers in a bunch of creative ways you are going to slice them and dice them to feed all sorts of different formats like blogs, social media, mini papers, mini perspectives, video shorts, etc.OK, let’s find out how you can become a great farmer of delicious and desirable sustenance.
This is the most important concept I can communicate to you. It is in my opinion the singular most important first stage to creating great content.What does it mean to map each journey to 1 ask?It’s identifying what the Persona cares-about at each stage of the buying journey and providing answers to their questions and then promoting this content when and where they show up.
So let’s start the process of creating content.For this content creation use case, we are going to select the B2B technical decision maker. Often called a TDM. I have a lot of background on my TDMHe has been challenged by his CIO to reduce company travel costs by evaluating video conferencing. His CIO wants a recommendation in one month.It may be in your plan to anticipate that the CIO or the Business Decision Maker, may do his own research at some point and you’ll want to design a journey for this personal as well.So let’s start with the TDMs Ask:Can video conferencing help my company reduce travel costs?
When you approach the Ask, it makes it very clear how to create content based on ONE Ask. So here we are early in the buyer cycle.HOW CAN I REDUCE TRAVEL COSTS?Now we know how important search is to the process right? Everyone searches a lot before the seller knows who is searching. There are ways to annoy the “searcher” with banners , retargeting an d personalization. All attempts to lure in the buyer will be ignored without answers to his ASK.TIP:Do your own search to find out what your persona is finding when they are searching for answers.What happens when they do a Google search? Are competitors answering the question?What happens when they come to your site directly?What happens when they use search your site?
Now that Rex has checked out what video conferencing can do to reduce travel costs. He is seeing a lot of confirmation that it can, some say it can’t, but it’s looking like it might be a good solution.Now Rex wants to know what video conferencing solutions exist for B2B.He does a search and comes up with a whole list of companies and content based on solutions for business.Run this search yourself.What do you find?What are your competitors offering as answers?What is your opportunity to provide something delicious for Rex?
Now Rex is feeling like there might be something to this video conferencing idea. He is now ready to take a look.He’d like to see what is easy to consume. A video demo on YouTube, maybe he’ll find a couple of solutions in his Google search.He might even venture to a few websites and see what he can do to find out what these solutions can do and how they work.Perform this search yourself.What do you find?How do your competitors answer the question?How does your company answer the question?Do you have content for this Ask?
Now Rex is getting serious.He has to think about his network and if the solutions he is considering will even work in his environment. He’s not willing to take a big risk.Yes, perform your own search.What do you find?