"Our customers … are really the best ambassadors …We want to make sure that we’re connecting with those people when they’re engaging in conversations online and make sure that we’re supporting them.”
– Shannon Hughes, Senior Director of Marketing, Udemy
MarketingSherpa reporters interview more than 250 marketers every year to find out what really works across marketing channels. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how leading brands connect with their customers using content marketing as part of a multichannel strategy based on lessons from:
Udemy’s 43% increase in mentions across social media channels
IBM’s 291% increase in social referral traffic
River Pools & Spas’ 80% conversion rate
MarketingExperiments’ 232% increase in blog traffic
And many more B-to-B and B-to-C case studies
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Content Marketing: Case Studies and Strategies for SuccessMarketingSherpa
Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love.
How can content marketing impact your marketing goals?
In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Content Marketing: Case Studies and Strategies for SuccessMarketingSherpa
Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love.
How can content marketing impact your marketing goals?
In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Research conducted by Adobe, in association with the CMO Club, indicated that while 90% of CMOs are personally responsible for the overall customer experience, they are facing significant headwinds that make Customer Experience Management (CXM) a formidable challenge. Based on the research, the No. 1 challenge facing CMOs is the ability to actually impact the customer’s overall experience.
In this webinar, Dr Dave Chaffey, bestselling author and Digital Marketing expert, will give an overview of why CXM is becoming an increasingly important focus in marketing, as well as provide you with the 10 top tips for successful CX programme implementation.
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
Anicca Digital's Head of Social Media and Content, Samantha Hearn, delivered a superb talk on how B2B business can get the most out of Facebook marketing.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
Lead Generation is one of a very important step of Sales Process. It involves cold calling, social media marketing, email campaign, webinars, events, conferences and so on. There are many things to be considered before beginning any of the lead generation strategies. Many factors needed to be into consideration for an effective lead generation.
Similar to How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traffic and Conversions (20)
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeed...MarketingSherpa
Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing.
In this session, you will learn from:
The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ perception of email
A selection of case studies MarketingSherpa has chosen from hundreds of submissions to represent inspirational stories of customer-first email marketing, including Dell, Ebates, DonorsChoose, SCI Solutions, and Health Catalyst
What Do Customers Want? - Daniel Burstein presentation for Integrated Market...MarketingSherpa
Join us as we present this session LIVE at the Integrated Marketing Virtual Conference! Thursday, June 23, 2016 at 11:10 am EST.
http://bit.ly/28LRz7c
Two questions are crucial to every marketer’s success – how well do you know your target customers? And is customer intimacy at the forefront of your marketing campaign?
In this session, Daniel Burstein, director of editorial content, MarketingSherpa, shares what the marketing publication has discovered about customer-centric marketing. You will:
•Learn results of research with 2,021 consumers and 455 marketers to discover disconnects between what channels and marketing techniques customers prefer from brands … and what marketers are actually doing
•Discover ways to unveil customer insights with resources you may already have, with examples from case studies with CNET, Marriott, HomeAdvisor, WeddingWire and flash sale site Doggyloot
•Get inspired to craft customer interactions that end with a win-win – happy customers and better bottom-line results.
Learn from the case studies and research, get your questions answered, and have a little bit of fun while doing it.
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
The MarketingSherpa blog post "How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template)" includes a few tips for presenting your campaign, in addition to marketing and advertising ideas to help you win budget, resources and approval. Read the full post at http://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/.
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...MarketingSherpa
Do you feel like you’ve tried just about every type of design and copy and still aren’t seeing results? What can you do to completely challenge your testing paradigm? Is it possible to leverage qualitative feedback to produce quantitative results? If so, how?
At Email Summit 2015, we brought these challenges from one of your peers – the marketers at LifeWay – to the entire audience of Marketers at Summit. This experienced peer group provided suggestions for improving LifeWay’s email marketing.
The team from MECLABS, MarketingSherpa’s parent research institute, then worked with LifeWay to test this qualitiatve feedback and will present key lessons learned from this experimentation during this unique live event we’ve dubbed a MarketingSherpa Web clinic.
Omni-channel Marketing: Optimizing digital content efforts to maximize growth...MarketingSherpa
In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.
Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.
How Whirlpool Took a 180-Degree Turn with Just One TestMarketingSherpa
“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said.
In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign.
Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal.
You will discover how:
• Mender overcame initial skepticism to move to a “less is more” approach.
• The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.”
• One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.
Visual Storyteller Job Opening: Is the next step in your career a Visual Stor...MarketingSherpa
Are you looking for a work environment where you can get your hands dirty and figure out what you do best?
If so, you could be a good fit for MECLABS…
Are you ready to:
Make a real difference for some of the world's leading organizations?
Expand your talent and intelligence with the world's foremost thought-leaders in sales and
marketing optimization?
Stand on the front lines of business success by helping the best in business do even better?
Ensure your professional dreams come true with an organization where learning is the highest objective?
If so, then you're ready for MECLABS!
As a Content Presentation Specialist, you will merge your story telling abilities with your eye for visual design by owning the support of all MECLABS presentations. You’ll be the go-to authority to help colleagues and thought leaders share their stories through:
• Editing presentation copy and repurposing content into a visual story.
• Insuring consistent methodology by being a gatekeeper for all MECLABS public presentations.
• Collaborating with Marketing to ensure consistent brand guidelines are adhered to in presentations.
• Creating visual elements for presentation design inside and outside of presentation tools.
• Supporting content such as:
• MarketingSherpa webinar presentations
• Live events (i.e., MECLABS Summits)
• MarketingSherpa Benchmark Reports (BMR)
• Staying informed and up to date on presentation technology and current trends.
• Providing logistical support for webinars.
• Managing and owning the MECLABS presentation library.
We’re ready for you if you have this experience and education:
• Bachelor’s degree in Journalism, Marketing, or a related field.
• Demonstrated ability to handle multiple tasks and extremely detail oriented.
• Demonstrated proficiency in the MS Office Suite.
• Advanced proficiency in MS Power point and Word.
• Exceptional communication skills, both verbal and written.
It would be a bonus if you had:
•Working knowledge or proficiency in graphic design software: InDesign, Photoshop, etc.
In addition to building your brightest future at MECLABS, you'll receive benefits like:
• A starting salary commensurate with overall qualifications including experience, education and meeting identified job profile
• A creative, fun work environment just five minutes from the beach
• Continuous professional development through mentorships and training courses
• Comprehensive health and dental insurance plans
• Company-paid short-term and long-term disability plans
• A generous Paid Time Off plan (PTO)
• Advancement opportunities
• Employee referral bonus program
Apply at http://www.meclabs.com/careers
How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail an...MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers and decision-makers at a fraction of the cost of traditional direct mail campaigns.
Join Daniel Burstein, Director of Editorial Content, MECLABS, and Bob Birge, Marketing Director, Blue Pillar, as they discuss how to:
• Create and design physical, dimensional mailers to coincide with email campaigns
• Stand out in a typically red ocean environment
• Create real brand awareness at a cost that would make even the most frugal companies blush
• Conduct a campaign that delivers high-level qualified lead opportunities into the sales pipeline
• Make a serious impact for your company with minimal time and financial investment
• Raise your batting average significantly by using proven, age-old traditional marketing practices in today’s crowded, tech-driven environment
This presentation is provided courtesy of Oracle Eloqua
Social Media Marketing: How a retailer increased Facebook reach 366%MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch.
Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans.
What resulted was a campaign that surpassed what Catlett was expecting to see.
Email Summit 2014: Top takeaways from this year's award winning campaignsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2014 sessions.
In this MarketingSherpa webinar, sponsored by ExactTarget, we present the most valuable content from more than 20 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Manager of Editorial Content, both of MECLABS, present an in-depth recap of Email Summit 2014 to get ahead of your competition this year.
Marketing Automation: Key insights from a Best in Show lead generation campai...MarketingSherpa
In marketing, generating leads is only as good as the process that caters to them. The complex decision making process can easily turn traditional batch and blast techniques into a clumsy and inefficient strategy.
In this webinar, join Daniel Burstein, Director of Editorial Content, MECLABS, and Byron O'Dell, Senior Director of Demand Management, IHS, as they show you:
• How to overcome three key challenges to craft campaigns that are targeted and triggered
• How the IHS team generated a 1,112% higher clickthrough rate
• A culture change toward a true content flow
• An inside look at how IHS customized the campaign to accommodate up to seven buyer personas for a more personal messaging strategy
This campaign earned a Best in Show award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.
Multichannel Marketing: How to leverage the zombie apocalypse for an award wi...MarketingSherpa
In this MarketingSherpa webinar, you’ll discover how SunGard Availability Services took a popular media and cultural theme and turned it into a campaign that increased engagement with a target audience meeting very specific criteria, and even included a successful retargeting element in the campaign as well.
Join Daniel Burstein, Director of Editorial Content, MECLABS, and Christine Nurnberger, Vice President of Marketing, SunGard Availability Services, as they share a campaign that earned a Connect and Integrate award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.
Join our Pamela Markey, Senior Director of Marketing and Daniel Burstein, Director of Editorial Content, both of MECLABS, as they revisit all of the major marketing themes throughout the 2013 calendar year.
They'll cover top takeaways to help you:
• Use social media to relate to your customers
• Produce content within your everyday company cycle
• Cement a customer-centric strategy
• Use testing to improve and optimize
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The recording of this webinar will be available Thursday, November 19th at:
http://bit.ly/17JesOC
Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?
Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.
To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels
Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events.
This event is sponsored by Act-On.
B2B Social Media Marketing: A successful LinkedIn InMail strategyMarketingSherpa
Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.
Best in Show: Top takeaways from Lead Gen Summit 2013MarketingSherpa
You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco.
Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification.
This presentation has been made possible thanks to Oracle Eloqua.
See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit
Content Marketing: How MarketingExperiments increased blog traffic by 232%MarketingSherpa
See the video replay here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic
Daniel Burstein offers an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces content. He shares research and how-to information about content marketing, as well as explaining how MarketingExperiments increased blog traffic by 232%.
Watch the entire presentation here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic
Access our other webinars:www.marketingsherpa.com/webinars
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The 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.
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
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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traffic and Conversions
1. How to Overcome the 3 Most Common Content
Marketing Barriers to Increase Traffic and Conversions
2. 1. Use a significant offer to attract
attention
2. Ensure you can track from social to
in-store
3. Build on previous success to develop
an audience
Case Study 1: Hesselson’s Sporting Goods Store
Challenge: Small family-owned business that operates only as a brick-and-mortar, wanted to reach
customers online.
Campaign: Hesselson wanted to see how much a small business could benefit from social media by
creating a coupon campaign hosted on the store's existing Facebook page for three weeks.
Steps:
Source: http://bit.ly/Hesselsons
Creative Sample:
Facebook Coupon
4. Coupon
Results:
• A 23% increase in online-to-offline conversion
• Over $5,500 generated in net store sales
• A 1,100% boost in ROI
Source: http://bit.ly/Hesselsons
5. 1. Find weak spots in your program
2. Grow an engaged list
3. Begin building testing strategies
Case Study 2: HomeAdvisor tests personalization
Challenge: For the first 13 years, it was known as ServiceMagic. In 2012, the company rebranded itself to
become HomeAdvisor
Campaign: After developing their marketing team, the first thing they did was onboarding their first
email service provider.
Steps:
Source: http://bit.ly/SherpaHomeAdvisor
Creative Sample: Email
6. Creative Sample: Email test
Source (and more creative samples): http://bit.ly/SherpaHomeAdvisor
Control Treatment
The results from the relevant content test were a conversion rate that doubled and a clickthrough rate that
was 1.5 times greater than that of the control, according to McEwan.
7. Creative Sample: Email test
Source (and more creative samples): http://bit.ly/SherpaHomeAdvisor
Overall Results:
The overall results from this effort across 2012-2014 have been:
• Open rates have increased six percentage points
• A conversion rate increase of 120%
• An increase in email-generated revenue of 114%
Growth in 2013, year over year:
• 59% increase in transactions
Growth in 2014, year over year:
• A 37% increase in transactions
8. Focus on the audience and the message …
NOT THE
MEDIUMContent Callout:
Content marketing is all
about telling a
compelling story.
-Joe Pulizzi
Content Marketing Institute
9. Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Trade Shows
SEO
Optimization
PPC
Webinars
Email
Marketing
CONTENT
0% 40%10% 20% 30%
10%
20%
30%
DEGREEOFDIFFICULTY
LEVEL OF EFFECTIVENESS
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa
Content Callout:
Content: there is no
easy button.
-Scott Abel
Content Strategist
10. About the MECLABS Institute
MECLABS is a research institute focused on discovering what really works in marketing.
We conduct real-world experiments with companies around the world to understand why
people say “yes”.
Our scientific approach provides the basis for education and training resources that help
create exceptional, customer-centric marketing organizations.
11. Speaker
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Daniel oversees all editorial content coming from the MarketingExperiments and
MarketingSherpa brands while helping to shape the editorial direction for MECLABS
– working with our team of reporters to dig for actionable information while serving
as an advocate for the audience. Daniel is also a frequent speaker and moderator at
live events and on webinars. Previously, he was the main writer powering
MarketingExperiments publishing engine – from Web clinics to Research Journals to
the blog. Prior to joining the team, Daniel was Vice President of MindPulse
Communications – a boutique communications consultancy specializing in IT clients
such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of
experience in copywriting, editing, internal communications, sales enablement, and
field marketing communications.
12. Topics of discussion
1. Overcoming the three most common content marketing barriers
2. How to effectively sell your content
3. How to identify your story
16. What constitutes as content marketing?
E-booksTip sheets Webinars Blogs
Case studiesArticles Videos
And so much more.
17. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
18. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
26. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
27. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing…
Email marketing
Content marketing
SEO
Social media
Website…
Increase greatly Increase slightly No change
62% Increase
29. You pay with help, you receive attention and trust
Your
Company
Customers
Share of Mind
Trust
Content
Relevant
Helpful
Entertaining
30. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
31.
32. Real content
marketing adds
value for the
customer, no
matter the topic
http://bit.ly/19zX8k4
Content Callout:
Be the best answer.
-Lee Odden
TopRank Marketing
33. Real content
marketing adds
value for the
customer, no
matter the topic
We tell potential customers,
‘You know what, fiberglass might not be for you.
And that’s OK, we’re going to figure it out together.’
– Marcus Sheridan
“
“
http://bit.ly/19zX8k4
37. Topics of discussion
1. Overcoming the three most common content marketing barriers
2. How to effectively sell your content
3. How to identify your story
38. How to identify your story
Every customer wants two things:
Eliminate
the negative
Accentuate
the positive
Content Callout:
Content is anything
that adds value to
the reader's life.
-Avinash Kaushik
Google
39. Help women identify new beauty trends
Facebook
395,440 likes
842 people talking about this
Twitter
782K followers
Company: Beautylish
Industry: Beauty
Project: Brand journalism
http://bit.ly/18PBt4s
40. Help people learn about wine
154% lift in organic traffic
50% increase in monthly
email opt-ins
153,535 Facebook likes
Company: Wine Enthusiast
Industry: Wine retailer
Campaign: Product education
http://bit.ly/1tjGlqm
41. Help marketers improve their ecommerce efforts
Help ecommerce
marketers see where
they stand, and
insights for
improvement.
Company: MarketingSherpa
Product: Ecommerce Success Score Survey
http://bit.ly/1vx8P2k
42. Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition
43. The value proposition
http://www.meclabs.com/methodology
Content Callout:
Treat your content
like a product.
-Drew Davis
Brandscaping
1
3
2
Question: If I am your ideal customer, why
should I engage with your content rather than
any of your competitors’ content?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary
Value
Proposition
Conversion steps
associated with a
specific product
PRODUCT
#2
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
46. But this…
Not this…
Orientatio
n
Small form
Single CTATestimonial
Quantifier
Start Rate
Conversion
Rate
Control 0.73% 0.73%
Treatment – Optimized 10.37% 4.76%
Relative Difference 1,312% 548%
Increase in conversion
Selling free content on the registration page
increased conversion rate by 548%
548%
Even “free” offers require a conversion
49. What are we trying to communicate?
Join the conversationSubmit Comment
50. What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion
51. What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion
39% Increase
52. Topics of discussion
1. Overcoming the three most common content marketing barriers
2. How to effectively sell your content
3. How to identify your story
53. 1. Familiarize team with new content
process
2. Cultivate key influencers
3. Curate stories for content
4. Optimize course language for SEO
5. Share customer insights throughout
the organization
Case Study 3: Udemy - Join the conversation
Challenge: Udemy was unable to see discussions that were happening on instructors' personal blogs or
those conversations happening outside of the U.S.
Campaign: Connect with people engaging in conversations about Udemy online and identify key
influencers and make sure they felt supported.
Steps:
Source: http://bit.ly/SherpaUdemy
Creative Samples
55. "We felt like we were missing pieces of
conversations or we were missing
conversations entirely, and so that was a
lot of what drove the decision [to change]
was … trying to understand better places
where we had just been missing that
conversation."
Shannon Hughes, Senior Director of Marketing, Udemy
56. Results
Results:
• A 43% increase in Udemy mentions across social media channels
• A 12% boost in positive mentions
• A 35% boost in people engaging with content
Source: http://bit.ly/SherpaUdemy
57. 1. Tell (only) the (verifiable) Truth
2. Purge all vague modifiers
3. Let someone else do your bragging
4. Substitute general descriptions with
specific facts
5. Admit your Weaknesses
Case Study 4: Improving MarketingExperiments Blog
Challenge: January – August 2010, Blog traffic was below expectations for the quality and amount of
content produced
Campaign: Incorporate specific changes to reach a bigger audience base and strengthen SEO using
transparent marketing techniques.
Steps:
Source: http://bit.ly/CMI-Mex
Creative Sample:
Blog
58. 1. Tell (only) the (verifiable) Truth
2. Purge all vague modifiers
3. Let someone else do your bragging
4. Substitute general descriptions with
specific facts
5. Admit your Weaknesses
Case Study 4: Improving MarketingExperiments Blog
Challenge: January – August 2010, Blog traffic was below expectations for the quality and amount of
content produced
Campaign: Incorporate specific changes to reach a bigger audience base and strengthen SEO using
transparent marketing techniques.
Steps:
Source: http://bit.ly/CMI-Mex
Creative Sample:
Blog
Result:
• 232% increase in visits over 8 months
59. 1. Conduct audience and conversation research to
develop the Hub's framework
2. Create a Big Data & Analytics Hub editorial board
3. Determine content types for the Hub
4. Brainstorm how to drive users to the Hub by
rethinking how IBM uses social networks
5. Launch the Hub
Case Study 5: IBM helps people understand Big Data
Challenge: IBM team needed to create a warm landing spot for people coming from those dynamic, real-
time social media environments to increase exposure to messaging and content via social engagement.
Campaign: Development of the Big Data & Analytics Hub – a dynamic website optimized for multimedia
content, search and social sharing.
Steps:
Source: http://bit.ly/1f5DQqH
Creative Sample:
61. Creative
Results:
• 291% increase in social referral traffic
• 151% increase in organic search
• 269% increase in average time spent on the website
Source: http://bit.ly/1f5DQqH
64. Additional Resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/
Selling Free Content: Why Seth Godin never gives anything away for free
http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html
Content Marketing and SEO: The world doesn’t need another blog post
http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/
Content Marketing: 3 tips for how to get started
http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/
Editor's Notes
In these examples, you saw YouTube, Facebook, Instagram, tools, articles… the key is to focus on understanding how to give your audience the valuable content they want with a good message, and let the medium come into play later. When they started, they might not have known that they would be using a certain channel. In the beginning, it’s all about finding what you want to say, and then how you want to say it.
In our research from marketers around the world, we asked them about what types of marketing are most effective, and also their difficulty. Content was very high with effectiveness, but im sure as you can imagine, it’s difficult as well to pull the resources to put together great content. You need writers, editors, IT support for the websites, social media plug ins and people to promote content. It takes a lot of time and resources to get it right. But, with that said, it’s a very effective tactic to reach targeted audiences, and get them aware of your brand
We hear all kinds of challenges from marketers when it comes to content marketing…
The first is that many marketers say they don’t have the time to do this.
Selling free content must be valuable. Take for instance our event presentations: they run around 30 minutes long, which is a BIG commitment. To help our readers decide if that’s going to be a good use of their valuable time, we provide short 2-4 minute excerpts from the presentation on the blog, and link back to the full presentation…
Selling free content must be valuable. Take for instance our event presentations: they run around 30 minutes long, which is a BIG commitment. To help our readers decide if that’s going to be a good use of their valuable time, we provide short 2-4 minute excerpts from the presentation on the blog, and link back to the full presentation…
I’ve been talking a lot about consumer brands, but this works for the B2B sector as well. Take McGladrey, you probably have not heard of them.
They are the fifth largest assurance, tax and consulting firm globally, and they spend 60% of their marketing focus on content.
The next challenge we hear is that we don’t want to give away this content for free.
But in reality, the only way to do content marketing is make it free. We saw a 62% increase in content marketing budgets projected from our research. More and more marketers are looking to allocate more time and resources into content marketing because it works.
You pay with help, and you receive their trust. Even if they aren’t ready to buy your products yet, they’ll come back to you again and again if you can produce that valuable content.
Finally, another challenge we hear about often is we don’t want to share our secrets.
The thing is, there are no more secrets anymore. You can google how to do just about anything now. Companies are sharing their knowledge about best practices and what they’ve learned. We publish on the MarketingExperiments Blog about tests we run for research partners and share results and what marketers can take away from it. We do this to help marketers, and to also showcase our knowledge on optimization so hopefully one day, they can look to us as experts, and reach out to form a research partnership.
Back to the example with river pools, Marcus knows that sharing content, even if maybe that content leads to his prospects going to a competitor if River Pools isn’t the best fit for them, that’s OK. They are still getting new business from clients and those that interact with him had a positive experience, and will continue to look to his brand for content. Maybe in the future, they’ll come back to River Pools.
Having great content is one thing, so how do you use it to your advantage, and present it ina way that will help customers but also lead to sales.
Here’s a great example of one marketer that sells pools. Normally, they would send out an email confirming an appointment for them to come out and give a consultation.
This works fine, but they wanted to help customers further to help them make a decision. This goes even if the content helps them not decide to buy. Its very transparent, and helps them make their decision no matter the outcome.
As a result of sharing their articles and posts related on buying pools, he found that overall, if a potential customer sees 30 articles, they are 80% likely to convert.
Sells beauty products and makeup online, publishes content on how to use products to their full potential
In 2011
Teaching people about wine pairings, types of wine, buying guides, videos, reviews, ratings, best of lists
Help them overcome challenges, too. This is a special tool we created that was a short survey that told marketers their unique success score, and provided ways to improve it with our content.
It’s not enough to provide free content, and hope people eat it up. You need to sell it, just like any other product. Nothing in life is free. Here on campus, I’m sure you see events or meeting where they have free pizza or cookies or something, but it’s always to get you to attend a club meeting or join a group. You’re paying with your valuable time. You could be studying or hanging out with friends, but you’re here at a meeting for a club perhaps because of the allure of free food.
Same goes for free content. People are weighing not monetary costs, but costs in time. Is this content pertaining to me efforts? If it is, is it useful? Llike the content youre seeing today, it was presented in a free 30 minute webinar. That’s a long time for someone to stop their work, and focus on what we have to say for that long. You must balance the value of what you have with the mental costs. Every action requires a value proposition…meaning
For every piece of content, you need to answer questions like “why should my target customer read this blog post, instead of any other blog post?” or “attend this webinar, instead of any other webinar:
You have to look at the value of the content being produced.
For a lot of free content out there, you must enter in your information to get access. You cannot simply put out a piece of content and expect people to come running just because it’s free. You need to sell it. This is a B2B company, looking for people to sign up and try their free demo. There’s not much value on the page. Why should people take the time to fill in this form. It’s not clear.
They tweaked their messaging. They added a big blue banner that explained what the product did, why it would be useful with the “cut your work load up to 64%,” and added a testimonial of their customers. There was a smaller form and a clear CTA to get FREE access.
So, let’s dive into how we applied this knowledge to our own MarketingExperiments blog. We encourage our readers to interact with our content, not just through social sharing, but also commenting on what we talk about and sharing their own insights. This appears at the bottom of every post, and you can see the button says “Submit Comment”
We have taught many times through our free webinars and our research that submit is a bad word. You are demanding something from people. SUBMIT TO US!
One of our readers knew this, and asked
Hey, you should set up a test, and see if maybe changing the button copy will engage more people. Be more inviting and ask them to share their thoughts.
Well, we did. We set up an A/b split test. Half of the people seeing blog posts on the site would see the normal, Submit comment button, and the other half saw “join the conversation”
And for this, we saw an increase in the number of comments for a blog post,
Which translates into a 34% increase in people commenting and talking with us and their peers.
Support of a vendor
Support of a vendor
Support of a vendor
And finally, the last piece of successful content marketing is to stop at nothing.