This document summarizes a webinar about capitalizing on the top content marketing trends of 2018. The webinar covered 5 trends: 1) big rock content, which are large flagship pieces of content; 2) video content, which is increasingly important; 3) values-driven content, where brands take a stand on social issues; 4) personalization of content for individual users; and 5) using content marketing in other business functions like sales and HR. Examples were provided for each trend, such as Nike's "Breaking2" documentary and USAA's personalized content hub. Attendees learned how to create content for each trend and maximize its impact.
The Q1 Marketing Cloud webinar for 2012 will be delivered by Charlene Li and Rebecca Lieb from the Altimeter Group. The Altimeter Group will be unveiling new research results on Content Marketing and will discuss the need for organizations to rebalance their resources to become proficient content creators.
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Contextual marketing provides content and experiences tailored to a user's immediate context, such as location, time, weather, and purchase history. It offers benefits like increased ROI, more effective campaigns, precise targeting, and a 360-degree view of customers. Retailers and brands are adopting contextual technologies like beacons and integrating data to learn more about customer journeys. Contextual marketing is a differentiator and can foster loyalty while generating new data sources and revenue streams for organizations.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
Content Strategy Workshop for Contently Finance SummitRebecca Lieb
The document summarizes a workshop on content strategy given by Rebecca Lieb. The workshop covered topics such as defining content marketing and how it differs from content strategy, organizing an organization for content production, fostering a culture of content, integrating paid, owned and earned media, and practicing real-time marketing. The presentation provided examples from companies like TD Bank, HR Block, Fidelity, Chase, and Nike to illustrate different types of content marketing and converged media strategies.
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
The Q1 Marketing Cloud webinar for 2012 will be delivered by Charlene Li and Rebecca Lieb from the Altimeter Group. The Altimeter Group will be unveiling new research results on Content Marketing and will discuss the need for organizations to rebalance their resources to become proficient content creators.
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Contextual marketing provides content and experiences tailored to a user's immediate context, such as location, time, weather, and purchase history. It offers benefits like increased ROI, more effective campaigns, precise targeting, and a 360-degree view of customers. Retailers and brands are adopting contextual technologies like beacons and integrating data to learn more about customer journeys. Contextual marketing is a differentiator and can foster loyalty while generating new data sources and revenue streams for organizations.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
Content Strategy Workshop for Contently Finance SummitRebecca Lieb
The document summarizes a workshop on content strategy given by Rebecca Lieb. The workshop covered topics such as defining content marketing and how it differs from content strategy, organizing an organization for content production, fostering a culture of content, integrating paid, owned and earned media, and practicing real-time marketing. The presentation provided examples from companies like TD Bank, HR Block, Fidelity, Chase, and Nike to illustrate different types of content marketing and converged media strategies.
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
The document provides a content strategy for XXX U.S. that was compiled based on competitive audits, research, and stakeholder interviews. It defines key terms, outlines themes and topics recommended for different audiences, and types of content that could be created, such as long-form videos, case studies, and podcasts. It also discusses repurposing original content into different formats, and including curated third-party content to position XXX as a thought leader. The strategy aims to shift XXX's content from an inward focus on services, to topics of interest to transformational leaders around areas like technology, diversity and global trends.
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
CMI’s first Executive Forum: Research and results
In May of this year, CMI held its first Executive Forum. For this event, we brought 40 senior-level marketers from large brands together to address the present and future state of enterprise content marketing. During a series of exercises, presentations, and candid discussions, participants shared the challenges they face, discussed potential roadblocks to success, and predicted the victories they see on the horizon — both large and small.
We’ve compiled an executive summary from the proceedings of this Forum — The State of Enterprise Content Marketing: 2014, which we are proud to be able to share with the whole CMI audience. Over the coming weeks this will be followed by two additional reports, based on the qualitative research we conducted with a broader group of content marketing professionals prior to the Executive Forum.
You might notice that our report asks more questions than it answers. Its goal (as was the case for the Forum itself) is not to provide pat answers to complex issues but, rather, to report on the insights and challenges that participants shared and to help us at CMI frame our larger goals for the issues we want to cover.
Neither the Executive Forum Report nor our ensuing research would have been possible without the generous contributions of the 2014 Executive Forum members (who are credited in the Report). However, their presence at the event — and their inclusion in this report — is not a tacit endorsement of any of the ideas presented.
Ultimately, the discussions that took place at the forum will serve as our “stake in the ground” moving forward. And as we work toward re-engineering marketing processes more broadly, we will consider it a waypoint for our ongoing journey.
1) This document provides a practical guide to leveraging expertise through online content marketing to build trust and gain business.
2) Content marketing involves creating and distributing valuable online content to attract and engage an audience in order to drive profitable customer actions. It is focused on answering real customer questions to build trust and preference.
3) Measuring metrics like cost, views, click-through rates and conversions can help evaluate content effectiveness and identify actions to improve results. Distributing content on multiple platforms and curating existing external content can also help expand reach.
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
How to Maximize Publishing with MicrocontentVisage
Microcontent is a flexible approach that empowers you to produce relevant, real-time content that extends your brand’s reach, enhances your content marketing mix, and engages your audience—without breaking a sweat.
This document discusses the difference between content marketing and content strategy. It states that a blog alone is not a content strategy, as a content strategy must address all user needs across multiple platforms, content types, and goals. An effective strategy requires defining content needs, creating a plan, and measuring success. Content marketing is a subset of an overall content strategy and should serve strategic business goals like driving traffic, links and brand awareness, not just site conversions.
Content Marketing Masterclassing Week NYC with censhareIO Integration
Information creates relations. Using technology and contextual communications bridges the gap between internal and external functions. Collaboration and analytics, on any channel or device. See how top brands are utilizing censhare to optimize marketing production and create contextual customer experiences. censhare is a centralized content hub that acts as a single source of truth across analytics, product information, customer relationships, and business rules, enabling personalized communications delivered at the right time, across any channel. Unlimited connections and insightful analytics power your brand with customers on a global scale, 1:1.
This document discusses social businesses and social media marketing. It provides an overview of SAP's mission and customers. It then discusses how marketing has changed and become more personalized and driven by social networks and online engagement. The document emphasizes that social media is about building relationships, not technology or media. It provides tips on executive buy-in, guidelines for social media use by employees, and emphasizes that the goal of social media should be sales, customer experience and brand equity.
Contently London Salon: 5 Steps to Building a Content Marketing Powerhousecontently
Everything you need to know to get started in content marketing—from getting the rest of your company on board to measuring and optimizing your advanced operation.
Tony Zeoli (Digital Strategy Works & Glenn Geffcken (Balanced Is) give this presentation on content marketing for small business through Mountain BizWorks, a lending and learning org supporting small business
Are you ready to add content strategy to your resume? We'll gain some practical, hands-on experience together. Let's put a few sample organizations through the paces of "typical" process in a website redesign engagement. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then we’ll discuss how you can use this foundation to conduct a content audit, and work together to do it. Finally, we’ll ask “so what?” We’ll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You’ll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.
Presented at IA Konferenz 2012, Essen Germany; #IAK12, May 10, 2012.
This document summarizes a webinar on using content to drive inbound marketing success. It discusses collecting customer data to personalize campaigns. It also discusses using content like blogs, videos and ebooks at different stages of the buyer's journey to engage and educate prospects. Finally, it provides examples of content marketing campaigns that generated leads and sales for companies like Crowe Horwath, Hess Energy, Autotask and SAVO.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
The document discusses the importance of defining key roles for content projects by asking "WHO?". It provides 10 questions to ask, with each question identifying an important role such as WHO the content is for, WHO will create it, WHO will approve it, and WHO will maintain it. Defining these roles upfront is important for collaboration, success, and sustainability of content production across an organization. The consultancy Verdino & Co helps clients answer these "WHO?" questions as part of their content strategy and marketing services.
A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.
The document provides insights into creating effective content marketing campaigns from Merrie Beth Salazar of Cox Media. It discusses establishing a content strategy by defining goals, audiences, areas of expertise, and publication timing. The creative process ties these elements to developing assets like eBooks, checklists, and videos. Cox Media's 2014 campaign generated over 750 downloads through an integrated library. The presentation emphasizes measuring engagement and amplifying content through distribution channels to maximize ROI.
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.
Strategies for Creating Interesting, Engaging, and Effective Social Media Con...Brian Huonker
Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging.
Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
The document provides a content strategy for XXX U.S. that was compiled based on competitive audits, research, and stakeholder interviews. It defines key terms, outlines themes and topics recommended for different audiences, and types of content that could be created, such as long-form videos, case studies, and podcasts. It also discusses repurposing original content into different formats, and including curated third-party content to position XXX as a thought leader. The strategy aims to shift XXX's content from an inward focus on services, to topics of interest to transformational leaders around areas like technology, diversity and global trends.
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
CMI’s first Executive Forum: Research and results
In May of this year, CMI held its first Executive Forum. For this event, we brought 40 senior-level marketers from large brands together to address the present and future state of enterprise content marketing. During a series of exercises, presentations, and candid discussions, participants shared the challenges they face, discussed potential roadblocks to success, and predicted the victories they see on the horizon — both large and small.
We’ve compiled an executive summary from the proceedings of this Forum — The State of Enterprise Content Marketing: 2014, which we are proud to be able to share with the whole CMI audience. Over the coming weeks this will be followed by two additional reports, based on the qualitative research we conducted with a broader group of content marketing professionals prior to the Executive Forum.
You might notice that our report asks more questions than it answers. Its goal (as was the case for the Forum itself) is not to provide pat answers to complex issues but, rather, to report on the insights and challenges that participants shared and to help us at CMI frame our larger goals for the issues we want to cover.
Neither the Executive Forum Report nor our ensuing research would have been possible without the generous contributions of the 2014 Executive Forum members (who are credited in the Report). However, their presence at the event — and their inclusion in this report — is not a tacit endorsement of any of the ideas presented.
Ultimately, the discussions that took place at the forum will serve as our “stake in the ground” moving forward. And as we work toward re-engineering marketing processes more broadly, we will consider it a waypoint for our ongoing journey.
1) This document provides a practical guide to leveraging expertise through online content marketing to build trust and gain business.
2) Content marketing involves creating and distributing valuable online content to attract and engage an audience in order to drive profitable customer actions. It is focused on answering real customer questions to build trust and preference.
3) Measuring metrics like cost, views, click-through rates and conversions can help evaluate content effectiveness and identify actions to improve results. Distributing content on multiple platforms and curating existing external content can also help expand reach.
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
How to Maximize Publishing with MicrocontentVisage
Microcontent is a flexible approach that empowers you to produce relevant, real-time content that extends your brand’s reach, enhances your content marketing mix, and engages your audience—without breaking a sweat.
This document discusses the difference between content marketing and content strategy. It states that a blog alone is not a content strategy, as a content strategy must address all user needs across multiple platforms, content types, and goals. An effective strategy requires defining content needs, creating a plan, and measuring success. Content marketing is a subset of an overall content strategy and should serve strategic business goals like driving traffic, links and brand awareness, not just site conversions.
Content Marketing Masterclassing Week NYC with censhareIO Integration
Information creates relations. Using technology and contextual communications bridges the gap between internal and external functions. Collaboration and analytics, on any channel or device. See how top brands are utilizing censhare to optimize marketing production and create contextual customer experiences. censhare is a centralized content hub that acts as a single source of truth across analytics, product information, customer relationships, and business rules, enabling personalized communications delivered at the right time, across any channel. Unlimited connections and insightful analytics power your brand with customers on a global scale, 1:1.
This document discusses social businesses and social media marketing. It provides an overview of SAP's mission and customers. It then discusses how marketing has changed and become more personalized and driven by social networks and online engagement. The document emphasizes that social media is about building relationships, not technology or media. It provides tips on executive buy-in, guidelines for social media use by employees, and emphasizes that the goal of social media should be sales, customer experience and brand equity.
Contently London Salon: 5 Steps to Building a Content Marketing Powerhousecontently
Everything you need to know to get started in content marketing—from getting the rest of your company on board to measuring and optimizing your advanced operation.
Tony Zeoli (Digital Strategy Works & Glenn Geffcken (Balanced Is) give this presentation on content marketing for small business through Mountain BizWorks, a lending and learning org supporting small business
Are you ready to add content strategy to your resume? We'll gain some practical, hands-on experience together. Let's put a few sample organizations through the paces of "typical" process in a website redesign engagement. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then we’ll discuss how you can use this foundation to conduct a content audit, and work together to do it. Finally, we’ll ask “so what?” We’ll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You’ll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.
Presented at IA Konferenz 2012, Essen Germany; #IAK12, May 10, 2012.
This document summarizes a webinar on using content to drive inbound marketing success. It discusses collecting customer data to personalize campaigns. It also discusses using content like blogs, videos and ebooks at different stages of the buyer's journey to engage and educate prospects. Finally, it provides examples of content marketing campaigns that generated leads and sales for companies like Crowe Horwath, Hess Energy, Autotask and SAVO.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
The document discusses the importance of defining key roles for content projects by asking "WHO?". It provides 10 questions to ask, with each question identifying an important role such as WHO the content is for, WHO will create it, WHO will approve it, and WHO will maintain it. Defining these roles upfront is important for collaboration, success, and sustainability of content production across an organization. The consultancy Verdino & Co helps clients answer these "WHO?" questions as part of their content strategy and marketing services.
A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.
The document provides insights into creating effective content marketing campaigns from Merrie Beth Salazar of Cox Media. It discusses establishing a content strategy by defining goals, audiences, areas of expertise, and publication timing. The creative process ties these elements to developing assets like eBooks, checklists, and videos. Cox Media's 2014 campaign generated over 750 downloads through an integrated library. The presentation emphasizes measuring engagement and amplifying content through distribution channels to maximize ROI.
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.
Strategies for Creating Interesting, Engaging, and Effective Social Media Con...Brian Huonker
Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging.
Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQCONTENT CLINIQ
𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗵𝗼𝘄 𝘁𝗼 𝗺𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗼𝗿𝘄𝗮𝗿𝗱 𝗮𝗻𝗱 𝘀𝗸𝘆𝗿𝗼𝗰𝗸𝗲𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘀 𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗱𝗶𝗱.
Whether your brand is big or small, consistently creating and publishing digital content is vital to your brand's survival in 2022.
To regularly create high-quality content, you need time, resources, and a budget.
Here are three primary methods of content creation:
1. Creating every piece of content internally with no help from the outside world.
2. Outsourcing 100% of content creation.
3. Practising a blend of internal and external content creation.
While brands can entirely rely on their internal creative workforce in some cases, businesses worldwide are increasingly outsourcing content creation to a proficient partner like CONTENT CLINIQ.
Based on your needs, we offer you well-researched, professionally written, and visually stunning on-brand video, audio, visual, and written content as an à la carte service or monthly.
Whether you want to increase sales, build brand awareness or educate your audience, we create amazing content, copy, and visual media to help you do it.
In this slide deck, you'll discover the latest content marketing trends, insightful research and actionable tips to help grow your business in 2022.
For more details, visit www.contentcliniq.com today.
The document provides an overview of content marketing strategies and best practices. It discusses the key factors for content marketing success, including having a documented content strategy, publishing quality content consistently, and mapping content to the consumer journey. It also discusses companies that are doing content marketing well, such as SAP's use of a "content hub" to attract early-stage leads through helpful content. The document emphasizes the importance of understanding the buyer journey and addressing prospects' needs at each stage through different content types and topics. It also stresses the importance of measuring content marketing ROI.
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
What trends will shape the (digital) marketing agency of the future? It’s a constant question that agencies and clients are always asking, and always looking for answers. And there’s one theme: many feel unprepared. The goal of this presentation is to look beyond the trends.
How can agencies (and clients) prepare for success years from now? Based on everything we’ve seen — research, conferences, work, email lists, happy hours … We set out to pull together key elements that agencies and clients need to be acting on now for success in the future.
Presentation for BUPRSSA's 2015 PR Advanced Conference: Breaking Boundaries breakout session, Content Creation and Viral Marketing.
This presentation shows how content goes from the mind of a creative to its various platforms and gives some best practices in getting content to go viral.
The document outlines 10 trends in social commerce: 1) C22C replaces B2B and B2C models, 2) "Storytizing" will replace advertising, 3) Forensic analytics requires thinking like detectives, 4) New models from outside comfort zones offer competitive advantages, 5) Becoming a top publisher and talent agent in one's industry, 6) Commerce occurring wherever convenient, 7) Customer service becoming a social commerce profit center, 8) Paid media becoming a supporting actor to earned media, 9) Cyber security becoming a new priority, and 10) Creating a "new brain" to become the smartest in one's ecosystem. The presentation was given by Aaron Strout of W2O Group on
8 Key insights from day two at Content Marketing World 2013King Content
In this slideshare we present the 8 key insights from speakers at day two of Content Marketing World 2013.
If you couldn't attend the event or you missed an important session, we have you covered!
www.kingcontent.com.au
Why do you need Content Marketing if you already have an SEO strategy? Because 1 is good but 2 is better. Liz tells you how to make your content and SEO work together for maximum ROI.
This document provides information about Think Again Media, a company that creates digital and video content for corporate communications. They transform marketing messages into emotionally compelling video pieces. They have experience across industries in filmmaking, advertising, and interactive content. The document discusses how video and storytelling can be used to engage audiences and meet the increasing demand for online content. It highlights some of Think Again Media's work for clients like American University and T. Rowe Price, and encourages the reader to consider how telling their organization's stories through video could benefit their marketing and communications goals.
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
Boutique advertising agency delivers results (600+%) with fresh creative branding, marketing, advertising & website design. Well kept secret in San Francisco Bay Area.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
This document provides an overview of developing an effective content marketing strategy. It discusses understanding customers, creating different types of content, developing buyer personas, and aligning content with the stages of the buyer's journey. The key points covered are:
1) Understanding customers is essential for creating valuable content, including where they spend time online and what challenges they face.
2) An effective content marketing mix includes original content (created by the business), curated content, and syndicated content in a 65/10/25 ratio.
3) Developing buyer personas through research helps tailor content to specific customer groups and their needs, behaviors, and concerns.
4) Aligning content with the awareness, consideration
Unless we live on the moon, it has become apparent that 20th Century sales and marketing tactics won't cut it in the post-pandemic world.
The tectonic plates that formed our fundamental assumptions about interacting with other people are shifting under our feet, and business leaders are scrambling to find their balance.
Read this short eBook for some actionable insights.
Content is the most important aspect of websites and marketing. Well-crafted content helps build brands and engage customers. A recent report found that 90% of organizations are using content marketing to support goals like brand awareness, customer loyalty, and lead generation. Effective content takes many forms, such as stories, videos, and whitepapers. It provides users with useful information in order to develop long-term relationships with them. Companies are increasingly using digital content like storytelling to engage audiences and share their work.
Michael Brenner discusses how to create content that people want. He notes that most content is ineffective and that people are overwhelmed by thousands of marketing messages every day. Brenner advocates attracting people through stories they love rather than interrupting what interests them. He provides tips for creating engaging content, such as writing for real people, being the best answer on a topic, and keeping content real and possibly funny. Brenner also discusses how brands can earn audiences through owned content hubs rather than just buying attention.
Creating Compelling Content for Social Media -- ToolkitCyrus Mavalwala
This document provides guidance on creating compelling content for social media. It outlines several ground rules for successful content sharing, including vowing to create remarkable content, being audience-driven, understanding each platform's nuances, making the content functional and sexy. It also discusses why people share content and how to increase shareability through visuals, aesthetics and video. Additional resources like books and tools are recommended to help produce engaging content.
An Analytics-Driven Approach to Becoming an Effective Brand Publisher - Long ...W2O Group
This document discusses an analytics-driven approach to becoming an effective brand publisher. It outlines challenges brands face in reaching audiences due to content overload and short attention spans. The author proposes a "Content as a Service" model with four work streams: social narrative development based on analytics; social channel strategy; content performance analysis; and participatory storytelling. The goal is to make content core to business objectives and ensure brands commit to becoming publishers.
Similar to NewsCred Webinar: How to Capitalize on the Top Content Marketing Trends of 2018 (20)
The Purposeful Brand [ThinkContent New York 2018]Heather Eng
This document discusses how brands are increasingly being viewed as sources of stability in turbulent times. Consumers want brands that stand for social and political issues, and three-quarters will buy or boycott based on a brand's positions. Examples are given of how companies like Airbnb, Verizon, and REI articulate their purposes through their products, principles, and public pledges. The importance of purpose beyond just marketing is emphasized, as well as ensuring purpose is authentic and lives throughout the organization over many years.
AI and the Changing Human Experience [ThinkContent New York 2018]Heather Eng
Dennis Mortensen, serial entrepreneur and CEO and Co-founder of x.ai, deeply understands consumers, content, and the role AI plays in forging the instant and enduring connections between the two. Here, he offers insight into how AI is changing storytelling – and how it may ultimately improve lives.
Rock Stars of ROI [ThinkContent New York 2018]Heather Eng
Let’s talk results. Grainger needed to grow an audience while solidifying its position as a thought leader. It made a big bet on content but had to measure program performance with real-time, content-centric insights. Ray Pryor, Full-Stack Content Marketer, Grainger, and Liam Moroney, Director of Analytics, NewsCred, reveal their strategies for proving the impact of Grainger’s investment.
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
The Small and Mighty Moment: Why Emerging Brands Are Disrupting Major Industr...Heather Eng
Don’t focus on scale but influence, says Rafat Ali, CEO and Founder, Skift. Learn how to do exactly that, following the lead of small brands that are winning by building strong communities that become huge parts of people’s lives.
Transforming Marketing: The Future of Content, Teams, and Technology [ThinkCo...Heather Eng
Content performance has never been more important to the success or failure of enterprise marketing organizations. But, consistently delivering content that matters to the business means changing the way marketing teams work. Shafqat Islam, CEO and Co-founder of NewsCred, shares his vision for the future of marketing teams, the role of technology in that transformation, and what it means for content marketers.
The Marketing Funnel Is Dead: Rethinking Content and the Customer Experience ...Heather Eng
It’s time to retire the funnel, says Dusty DiMercurio, Director, Content Marketing and Social Media, Autodesk. The old model that starts with awareness and ends with conversion doesn’t accurately reflect the customer journey of today. Here, DiMercurio shares his new framework for a unified customer experience strategy that uses content to provide value at every step of the way.
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...Heather Eng
How do you make your brand part of your customers’ daily lives? At ThinkContent New York 2018, Jenn Eldin, SVP, Head of Global Content, Citi, gave a sneak peek of the new “Life and Money” hub – a major new content initiative that Citi is launching to deepen engagement with its audience. Hear about Eldin’s journey in navigating the internal sell, the evolution of content at Citi, and where it’s going in the coming years.
ThinkContent London 2017: Michael Mischker and Jack Dyson, SAP HybrisHeather Eng
Michael Mischker, Global Vice President, Digital Marketing, and Jack Dyson, Global Head of Content Strategy, SAP Hybris, on 10 actionable ways to gain the most value from your content.
The Science of Content Marketing: How to Create Predictable Revenue in the Pe...Heather Eng
The document discusses the science of content marketing and how to transition to a performance era. It outlines NewsCred's methodology, which includes having a documented content strategy tied to business goals, optimizing traffic and engagement, tracking micro-conversions, and using technology to measure how content drives monetization and ROI. The key is producing meaningful content that solves problems while also being able to measure the impact of content on business outcomes.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Efficient Website Management for Digital Marketing Pros
NewsCred Webinar: How to Capitalize on the Top Content Marketing Trends of 2018
1. How to Capitalize on the Top
Content Marketing Trends of
2018
April 12, 2018
WEBINAR:
2. Howto Capitalize on the Top
Content Marketing Trends of 2018
1. Big rock content
2. Video content
3. Values-driven content
4. Personalization
5. Content transformingotherbusiness functions
Agenda
5. Big Rock Content
Big rock content is a piece of content so epic that your
audience won’t be able to ignore it. The topic should be
something your brand reallywants to “own” in your space.
Big rock content can be:
• A whitepaper
• An e-book
• A short or long film
• An interactive piece of content
• An infographic
• A printed book or magazine
Whateverit is, it has tobe big!
Big rock content requires substantial time and resources,
but it deliverson the investment.
6. With the “Big Rock”
cornerstone piece at
the center of your
strategy,you can
build an ecosystemof
related content and
own youraudience.
ARTICLE
ARTICLE
IMAGE
PHOTO
JOURNAL
PHOTO
JOURNAL
PHOTO
JOURNAL
PHOTO
ESSAY
TEXT
ARTICLES
PDF
GRAPHIC
IMAGE
ARTICLE
7. The ROI on Big Rock Content
Big rock content can drive:
• Brand buzz, awareness,andimpressions
• Leads
• Sales
• Operational efficiencies for content marketing teams
LinkedIn’s downloadable guide, “TheSophisticated
Marketer’sGuide ToLinkedIn,” achieved an ROI of
18,000 percent when it launched back in 2014.
It’s still LinkedIn’s number one asset today.
8. Top 50 Example: Nike’s Breaking2
Going big with one truly epic piece of content
On May 6, 2017, Nike dared to attempt the
impossible: Shatterthe2-hour marathon mark.
• 2 years in the making
• 13.1 million livestream viewers on Twitter
• 1.5 million views of National Geographic
documentary
• 6.5 million views of post-race teaservideo on
Facebook
• 400,000 #Breaking2 hashtags
• 2 trillion social media impressions
9. Top 50 Example: KLM’s Annual “Where to Fly” Interactive
Driving annual ROI from a big rock content marketing franchise
Each year, KLM releasesan annual “Where toFly”
interactive that highlights 50 destinations to see.
According to KLM, the piece consistently breaks
company records:
• More than half a million visits
• Average engagementtime of more than five minutes
• Above average referrals to the KLM site
10. NEXT STEP
How to CreateBig Rock Content
Brainstorm ideas. What is a major topic that you’re seeking to own, and where can your brand reallyshine in
terms of domain expertise? Consider your brand messaging, SEO strategy, and other upcoming campaigns.
Establish goals and KPIs.How will you measuresuccess?Make sure you’re producing your content with this
goal in mind and that you have a measurementand distribution plan in placebefore launch.
Map out your timeframeand project plan. Take into account budget, resources,and how you can tie this
campaign into other major initiatives.
Determineyour launch plan. It should ideally be an integrated marketing campaign with social, email, SEM,
and event components. After all, big rock requiresa largeinvestment and you want to really make it sweat.
Think about how you’ll “chunk out” pieces of your big rock content throughout the yearto extend its
reach and your investment, utilizing licensed content, evergreenarticles, multimedia content, and
interactive formats.
12. Video Content
At this point, video needs to be part of every content
marketing strategy.
People this yearwill watch
25percent more video on phones
and tablets than last year. (Recode)
Sevenin 10 YouTube viewersturn to the platform
for solutions to problems they encounter with
work, studies, or hobbies. (Think with Google)
But we know it’s easier said than done.
13. The ROI on Video Content
Yet, video can be a strong driver of key
performance metrics:
• Brand awareness andimpressions
• Brand sentiment and reputation
• Engagement
• Leads
• Sales
Video is also a content format that can be
repurposed acrossdistribution efforts – the same
budget you spend on a video for your content hub
can be cut down into a seriesof social clips or
teasersat minimal additional spend.
Using “video” ina
newsletter subject line
canincrease open rates
by 19 percent.
(Digital Information World)
95 percent oftech
decision-makers
watchtechnology-
related videos. (IDG)
14. Top 50 Example: Farmers Insurance, “Stranger Claims”
Infusing fun and pop culture into a “boring” industry’s content marketing program
FarmersInsurance’s “Stranger Claims”
campaign is notable for several reasons:
• It plays off the relevance of the viral
“Stranger Things” Netflix series, making it
hyper-relevant for Gen Z and millennials
• It’s a quirky, clever, bottom-of-funnel
way to illustrate the “we’ve
seenalmost everything and know
how to cover almost anything” brand promise
• A 360-degree-videocomponent further establishes
Farmers as a brand willing to innovate
Individual videos garnered tens of thousands
of views.
15. Top 50 Example: Goldman Sachs
Building thought leadership and a unique content library from repurposed content
Goldman Sachs uses content marketing
to showcaseits thought leadership.
The“Talks atGS” video series demonstrates the
company’s worldliness by featuring influencers
from all walks of life:
• Uber’s Chief Brand OfficerBozoma Saint John
• Microsoft CEO Satya Nadella
• Ballet dancerMisty Copeland
• Actor EdwardNorton
Videos on Goldman Sachs’ YouTube channel
have earned more than 30 million plays.
16. NEXT STEP
How to CreateVideo Content
Determinegoals and KPIs.Why are you creatingvideo? What are you hoping it will do for your brand? Build
awareness?Entice people to take an action like download a gated assetor contact you for more
information? Your goal will influence the video you create and how you promote it.
Consider your audience. What will make them stop and watch your video? What are they seeking from you?
Source appropriate partners. You may not have the in-house resourcesto produce and edit a video –
especiallyif you’re hoping to include motion graphicsand other more complex, innovative features.
Establish a video feedback process and project plan to ensure the timeline stayson track.
Craft your launch plan to ensure that the investment will result in positive ROI.
18. Values-Driven Content
Today, more than ever, consumers want brands
to take a stand on social issues.
58percent ofconsumers
responded that they were receptive
to brands communicating social
and political messages onsocial
media. (Sprout Social)
Two-thirds of consumers
say that it is either “Somewhat
Important” or “Very Important”
for brands to take a stand on
social/political issues.
(Sprout Social)
19. The ROI of Values-Driven Content
Communicating your values through content marketing can result in increased:
• Brand sentiment
• Brand loyalty
• Sales
While taking a stancewith values-driven content can involve risk, choosing the right area
to introduce your brand’s values can createbrand saliencewith your target audience.
20. Top 50 Example: Patagonia
Seeing a sales spike from taking on the President
After the Trump administration reduced the size of two
protected national monuments, Patagonia created a
visually stunning interactive film experience called
"This is Bears Ears" that urged people to take action.
In addition, Patagonia shared dedicated posts about
this topic on its blog and socialmedia.
Results:
• “The President Stole Your Land” Instagram post received
234K+ likes and 11,512comments
• Press coverage in major publications, including the
Washington Post, USA Today,CNBC, CNN, and Fortune
• A spike in sales
21. Top 50 Example: Ben & Jerry’s
Building brand love (and driving sales) while tackling numerous social issues
Though Ben & Jerry’s could go the easyroute
and createa feel-good site filled with ice
cream-themedcontent, it instead fills its blog
with topical issues, including:
• Racial justice
• Climate justice
• LGBT equality
• Democracy and voting rights
• Fairtrade
In 2017, Ben & Jerry’s reported a double-digit
growth rate.
22. NEXT STEP
How to CreateValues-Driven Content
Consider your brand. What makes sense coming from you?
Consider your audience. Who are they and what issues do
they care about?
Know that you may lose some people. Chances are, they
may not be your target audience.But it is likely.
Think carefully about your message – even if you’re well-
meaning, your content may not convey your sentiment.
Take Pepsi’s 2017 short film that featured Kendall Jenner
ending a protest by sharing a Pepsi with police officers,
which was quickly likened to an appropriation of the Black
Lives Matter movement on socialmedia.
24. Personalization
People increasingly expecta personalized experience
when they interact with brands. They want the
content they see on their phones, social feeds, and in
their emails to be relevant and timely.
“Personalization” can be broadly defined as
delivering theright content to theright person atthe
right time. Simple concepts such as using one’s name
or personal information to tailor messagingtoward an
individual can also be highly impactful.
25. The ROI of Personalization
When done correctly, personalization can drive increased:
• Engagement
• Leads
• Sales
By 2020, smart personalizationenginesusedtorecognize customer intent will enable
digital businesses to increase their profits by up to 15 percent. (Gartner)
58percent ofconsumersare more likely to make a purchase in-store or online when a retailer
recommends options forthem basedon their past purchases or preferences.The key is to
provide your customers with the right marketing, offer,content, or product recommendations
basedon their actions, preferences,andinterests. (Accenture)
26. Top 50 Example: USAA Stories
Improving the customer journey with personalized content
In February, USAA relaunched its
content hub, USAAStories.com.
The new site includes personalization
on the homepage, article sidebar, and
recommendation module.
By offering people relevant content,
USAA is building deeper engagement
with customers.
27. Top 50 Example: IKEA Place
Helping customers see exactly how furniture will look in their homes
Perhaps the hardest part about furniture shopping is
imagining how a product will look in your space. To solve for
that – and createa fun, engaging experience– IKEA developed
IKEA Place,an augmented reality (AR) app that lets people
see how different products will look in their homes.
In addition to boosting user engagement, personalized
applications like this mayincreasesales by making people feel
more confident about potential purchases.
28. Top 50 Example: Sephora Virtual Artist
Giving customers the in-store experience wherever they are
Sephora’s Virtual Artist performs a similar function: bringing
the in-store experienceto fans wherever they are.
With the Virtual Artist, userscan try on different lipsticks,
eyeshadows, false eyelashes– and click to purchase products
that look good.
29. Top 50 Example: Fidelity’s Financial Checkup
Offering readers lightly personalized content after collecting personal information
Interactivequizzes are a way to give audiences
a lightly personalized experiencewithout going
all-in with a major product like an AR app or
personalized content hub.
Fidelity’s interactivequiz is a win for both the
company and its users:Fidelity learns more about
who they are and usersreceive content that’s
relevant to their financial situations.
30. NEXT STEP
How to Get Started with Personalization
Realistically consider your budget and resources. Major personalization initiatives, like AI-powered content
hubs and AR apps, require substantial time and resources.If you can’t dedicate them at this time, then
consider “personalization light” options, like interactive quizzes.
Think about whatyour audience wants.How and where do they consume content? Would they be likely to
download an app? Or would they prefer to see emails tailored to them?
...while also considering how you canachieveyour own goals and KPIs.What areyou hoping to accomplish
with personalization? Do you want to shorten your sales cycleby engaging customers more frequently? Or
increasesales volume by giving people personalized content recommendations that they can easilyshop?
Craft your promotion plan. Whether you’re going all-in with personalization or testing a light version, set it
up for successby making sure your audience can navigate to it easily.
Collect user insights and leveragethemto inform your strategy. You’ll likely gather a lot of data from your
personalization; make sure to gather and store those inputs in a way that can ladder back to your larger
marketing efforts.
32. Content Transforming Other Business Functions
Content marketing has been proven to
increasebrand awareness, leads, and
sales, and createoperational efficiencies.
So it makes sensethat content marketing
is starting to transform other areasof
business, too.
33. The ROI of Content Transforming Other Business Functions
When used in other areasof your business, content marketing can help drive business-oriented solutions. Think
about it – your sales team probably sends emailsto clients and prospects, right? And how about the information
your company publishes on your customer serviceor support-based resource center? That’s content marketing!
We’ve seen content marketing drive growth most specificallyin these areas:
Sales:
• Increasedleads
• Higher-quality leads
• Increasedsales
Human resources:
• Stronger company culture
• Increasedinterest from potential hires
• Improved employee morale and retention
• Diversity and inclusion
34. Top 50 Example: Bloomberg D&I
Attracting and retaining diverse employees and fostering a culture of inclusion
To prove its commitment to diversity and inclusion,
Bloomberg usescontent marketing asa corestrategy.
The team frequently updates the Bloomberg D&I blog
with articleslike:
• Why women and minorities are the future of tech
• Difference is beautiful: Where we came from leads us to
where we’re going
• Workers’ trash-talk goes down whenleadership diversity
goes up
The audience is both current and potential Bloomberg
employees.With this investment, Bloomberg is
showing just how serious it is about D&I and where it
stands on timely issues.
35. Top 50 Example: Adidas’ GamePlan A
Building a company culture with an athlete’s heart
In the past, Adidas tried to serve all target audiences
through content marketing, from investors to
journalists, employees, and potential candidates.
In 2016, it streamlinedits strategyto focus on building
company culture and attracting and retaining
employees through the GamePlan A content hub.
The result: the GamePlanA content hub.
Results:
• 33,000+LinkedIn followers (up from 10,000) along with
673,000 general followers
36. NEXT STEP
How to Introduce Content Marketing to Other Business Functions
Determinewhere content marketing makessense.Some corporate goals are more attainable via content
marketing than others.
Consider internal champions. Which teamsare alreadybought in to content marketing and see the potential
of using it in their functions?
Takestaffing into account. Content marketing requires dedicated resources in order for it to be successful.
Is it appropriate for your marketing team to take on more responsibility with different groups? Should you
establish an editorial council or consider bringing on more teammembers to make the most of your
opportunity to cascadecontent efforts through your organization?
Startputting together acontent marketingstrategy. In doing so, you’ll align teams and key stakeholders on
why you’re launching a content marketing program, what it entails, and how you’ll execute on that plan.
37. 37
HEATHER ENG
Executive Editor
MELISSA HOWARD
Content Director,
Financial Services
Thank You
for participating today!
Questions or feedback:
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