Rebecca Lieb, Analyst, Altimeter Group, shares research about how organizations are realigning and re-balancing resources to meet the challenges of content marketing.
Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow
This document discusses the need for companies to shift from "push" marketing to "pull" marketing using content strategies. It notes that 77% of internet users ignore online ads, so brands must provide useful, engaging content to attract customers. The document then outlines three types of content marketing: entertaining, informing and educating, and providing utility. It provides examples of companies using each type successfully. Finally, it discusses how to build an effective content strategy, execute a content marketing plan across channels, and choose a leader to direct content initiatives.
2013+ Digital Brand Marketing Sustained Strategic Shifts - Legolas Media & Ne...FortuneCMO, LLC
Brands are shifting from focusing on consumers and prospects to focusing on people. This recognizes that digital is everywhere in people's lives and that brands must engage with people through digital in a trusted, authentic, and transparent way. Brands are also shifting from a push model to one where people are empowered through digital. This opens greater potential for brands to deliver value to people.
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
Beck Media And Marketing: Presentation Deckmgyulai
Beck Media & Marketing works with businesses of all sizes to develop persuasive and unified marketing messages, and spread those messages through digital platforms, print collateral, and various media. The company helps clients identify their market position, develop consistent messaging across platforms, and increase the reach of that messaging through media relations, executive visibility, events, paid digital advertising, and media partnerships.
The document discusses ways for sales organizations to co-create value with customers through a customer-centric approach. It outlines 8 forms of co-creation that sales organizations can use, including crowdsourcing, mass customization, peer-to-peer networks, shared resources, open innovation, joint ideation, experience centers, and product as a service. The key is focusing on helping customers achieve their goals rather than just selling products, and involving customers as active participants in the process.
The document provides an overview of marketing concepts including defining marketing, describing four marketing management philosophies (production, sales, market, and societal orientations), and discussing the differences between sales and market orientations. Specifically, it defines marketing as an activity focused on delivering value to customers, outlines the four philosophies based on their focus, and compares sales and market orientations based on their organizational focus, goals, and tools.
This document provides an overview and guidelines for effective webinar marketing. It discusses the importance of lead generation principles and avoiding common mistakes like having too broad of an audience or lacking an effective marketing plan. The document emphasizes that webinars are most effective when they have a narrow focus targeting a specific audience's needs. It also stresses testing different marketing strategies to see what generates the most registrations.
This document discusses the need for companies to shift from "push" marketing to "pull" marketing using content strategies. It notes that 77% of internet users ignore online ads, so brands must provide useful, engaging content to attract customers. The document then outlines three types of content marketing: entertaining, informing and educating, and providing utility. It provides examples of companies using each type successfully. Finally, it discusses how to build an effective content strategy, execute a content marketing plan across channels, and choose a leader to direct content initiatives.
2013+ Digital Brand Marketing Sustained Strategic Shifts - Legolas Media & Ne...FortuneCMO, LLC
Brands are shifting from focusing on consumers and prospects to focusing on people. This recognizes that digital is everywhere in people's lives and that brands must engage with people through digital in a trusted, authentic, and transparent way. Brands are also shifting from a push model to one where people are empowered through digital. This opens greater potential for brands to deliver value to people.
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
Beck Media And Marketing: Presentation Deckmgyulai
Beck Media & Marketing works with businesses of all sizes to develop persuasive and unified marketing messages, and spread those messages through digital platforms, print collateral, and various media. The company helps clients identify their market position, develop consistent messaging across platforms, and increase the reach of that messaging through media relations, executive visibility, events, paid digital advertising, and media partnerships.
The document discusses ways for sales organizations to co-create value with customers through a customer-centric approach. It outlines 8 forms of co-creation that sales organizations can use, including crowdsourcing, mass customization, peer-to-peer networks, shared resources, open innovation, joint ideation, experience centers, and product as a service. The key is focusing on helping customers achieve their goals rather than just selling products, and involving customers as active participants in the process.
The document provides an overview of marketing concepts including defining marketing, describing four marketing management philosophies (production, sales, market, and societal orientations), and discussing the differences between sales and market orientations. Specifically, it defines marketing as an activity focused on delivering value to customers, outlines the four philosophies based on their focus, and compares sales and market orientations based on their organizational focus, goals, and tools.
This document provides an overview and guidelines for effective webinar marketing. It discusses the importance of lead generation principles and avoiding common mistakes like having too broad of an audience or lacking an effective marketing plan. The document emphasizes that webinars are most effective when they have a narrow focus targeting a specific audience's needs. It also stresses testing different marketing strategies to see what generates the most registrations.
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.
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebecca Lieb
Altimeter Group analyst Rebecca Lieb (author of Content Marketing) for a discussion of her forthcoming research report. Rebecca interviewed over 50 leading marketers from brands ranging from GE, Ford and Adobe to Coca-Cola, Pepsi and American Express, to learn how they're meeting the demands of content marketing: budgeting, staffing, and resourcing, as well as working with outside agencies and providers. Hear how some of the top marketers in the world are becoming publishers: embracing long term storytelling and editorial in addition to episodic, campaign based communications.
The document discusses how companies need to shift from "push" marketing to "pull" marketing using content marketing strategies. It outlines three types of content marketing: entertaining, informing and educating, and providing utility. It then provides examples of how K-Swiss, Salesforce, and GE have successfully utilized these content marketing strategies. Finally, it offers some tactics for developing a successful content marketing approach, such as conducting a content audit, generating keywords, creating an editorial calendar, and reusing content across different channels.
Content Marketing: How to Transition StorytellingRebecca Lieb
The document discusses content marketing strategies. It defines content marketing as a pull strategy that provides consumers with relevant information when they need it. It outlines three types of content marketing: entertaining content like IBM's videos, informative content like American Express' forums, and utilitarian content like GE's iPad app. It also discusses developing personas, creating an editorial calendar, amplifying content across different channels, and measuring content marketing efforts. The overall document provides guidance on developing an effective content marketing strategy.
Cracking the Code: SEO & Content MarketingRebecca Lieb
This document discusses content marketing and how it relates to search engine optimization (SEO). It defines content marketing as a pull strategy that provides helpful information to consumers. It outlines three types of content marketing: entertainment, information/education, and utility. Content marketing can strengthen brand engagement, awareness, and sales. The document also discusses how content marketing and SEO intersect, with search being a proxy for whether content marketing is effective. It provides examples of how different companies implement content marketing strategies.
The document outlines an agenda for a webinar on engaging investors with social media. The webinar will discuss why social media is important for reaching investors, how to measure social media effectiveness through consistency, content, and presence, and provide tips on developing consistency, improving content, growing social media presence, and complying with regulations. The webinar aims to help participants understand how to identify needs social media can meet and improve their social media effectiveness.
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
Converged Media - Altimeter Group WebinarRebecca Lieb
The document discusses converged media, which combines paid, owned, and earned media. It provides examples of companies successfully using various media types together, including Glidden Paint employing websites, blogs, social media. It also discusses the need for consistent branding across channels and quality content. Brands that do not integrate different media types are at a disadvantage with fragmented messaging.
Many marketers have embraced social media. Some are measuring and acting upon the results of their social marketing campaigns. But the majority is dabbling with social media without any strategy leading them. Trying things out to see if anything moves the dial, kicking tires, tossing an intern at the problem. Does this sound like you?
Best practices in digital marketing constantly evolve and it can be difficult to keep up — especially if you are already behind the curve. This presentation takes you through five easy steps to help you catch up. It’s imperative to plan now if you want to stay ahead of the competition. Customer Insight Group shares the secrets of brand monitoring and show how successful companies are using social media marketing to build relationships with their customers, enhance their brands and experience positive return on their social media investments.
Key takeaways for your social media marketing include:
− Clearly define what social media success looks like and quantify your key performance indicators.
− Discover how to use your social media initiatives as a competitive differentiator
− Learn how to successfully integrate social media into your multi-channel strategy for the most highly targeted impact and revenue growth.
− Deliver relevant content at the optimal time.
− Accurately track the reach and results of your social marketing efforts.
eMarketer Webinar: B2B Lead Generation—Best Practices in Social, Content Mark...eMarketer
Join eMarketer for a discussion about the opportunities for B2B marketers to hone their messaging, uncover more leads and turn more of those prospects into customers.
5 Things B2B Marketers Need to Fear with Social MediaMarketBridge
Social media is rapidly shifting the way B2B marketers focus on demand generation, and stories of extraordinary successes have created something of a gold rush mentality. However, marketing professionals looking to expand their use of social media should proceed with caution – there are significant downsides to be aware of.
This presentation outlines the most common B2B social media pitfalls...
The Converged Media Imperative - DMA/IBM WebinarRebecca Lieb
The document discusses converged media, which combines paid, owned, and earned media channels to consistently reach customers across their journey. It provides examples of how brands like Tesco, Glidden Paint, P&G, and Brisk Tea have successfully used various paid, owned and earned media channels together in a coordinated way to increase awareness, engagement, and sales. The key to converged media is using different channels that work together to tell a consistent brand story.
Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, ...G3 Communications
The document discusses strategies for creating and promoting content marketing. It recommends appointing executive leadership roles like a Chief Content Officer to oversee content creation and strategy. A content team should include creators, managers, and organizational contributors. The document also recommends persona creation, mapping content to buyer journeys, and repurposing content across multiple channels. An effective content promotion plan uses webinars, website placement, email, social media, and paid advertising to maximize exposure and engagement.
Originally presented as part of the FinanceConnect:13 Workshops on May 1, 2013, Andy Goldman and Mike Weir present a deep dive into Content Marketing and LinkedIn.
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.
ADMA Forum 2010 is an unmissable event for any ambitious marketer looking to stay ahead of the competition and better their marketing performance. It's where Australia’s best multi-channel marketers gather, learn and network.
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
This study covers the following sections:
- Executive Summary
- What is Video Marketing?
- Benefits of Video Marketing
- Video Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Video Marketing Solutions Landscape
- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
This document summarizes a presentation given by Julie Tullis and Chris Tuff at the #allfacebookconf conference about how Southeast Toyota Distributors scaled their Facebook marketing strategy. The key points discussed include developing a social program to support dealers at the local level, challenges around varying dealer participation, and strategies used in a pilot program including localized paid media campaigns, education and training, and centralized publishing. Results of the pilot showed consistent branding, growth in fans and engagement, and key learnings around the importance of content, technology partners, and addressing dealer needs.
Festival of marketing content marketing b2 b_giuseppe caltabiano v2Giuseppe Caltabiano
Content Marketing Strategy for B2B: A Guide in 10 Easy Steps outlines a 10 step process for developing an effective content marketing strategy for B2B businesses, including: 1) defining the case for change and gaining buy-in, 2) aligning the content marketing plan with business goals and brand, and 3) establishing an editorial process. Key aspects are defining audiences, mapping the buyer journey, creating a content production process, and prioritizing "big rocks" and "turkey slices" content. The goal is to distribute content across owned, earned, and paid channels to drive traffic and engagement.
FREE Tools to Better Headlines in Just Minutes [Bonus Infographic]dlvr.it
Why should you test your headline titles? Two reasons: Get more clicks. Get more revenue. 33 Headline Experiments that Worked (or not). Find Out Why.
View original post: https://blog.dlvrit.com/2015/11/headline-experiments/
Six Consumer Psychology Principles that you Should ‘NOT’ Ignore to Gain New C...dlvr.it
Six Consumer Psychology Principles to Help Build a Loyal Social Media Audience. Leverage these six consumer psychology principles to drive more engagement with your social media content and more loyalty to your business.
View original article: https://blog.dlvrit.com/2015/08/6-consumer-behaviors-to-drive-customers/
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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.
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebecca Lieb
Altimeter Group analyst Rebecca Lieb (author of Content Marketing) for a discussion of her forthcoming research report. Rebecca interviewed over 50 leading marketers from brands ranging from GE, Ford and Adobe to Coca-Cola, Pepsi and American Express, to learn how they're meeting the demands of content marketing: budgeting, staffing, and resourcing, as well as working with outside agencies and providers. Hear how some of the top marketers in the world are becoming publishers: embracing long term storytelling and editorial in addition to episodic, campaign based communications.
The document discusses how companies need to shift from "push" marketing to "pull" marketing using content marketing strategies. It outlines three types of content marketing: entertaining, informing and educating, and providing utility. It then provides examples of how K-Swiss, Salesforce, and GE have successfully utilized these content marketing strategies. Finally, it offers some tactics for developing a successful content marketing approach, such as conducting a content audit, generating keywords, creating an editorial calendar, and reusing content across different channels.
Content Marketing: How to Transition StorytellingRebecca Lieb
The document discusses content marketing strategies. It defines content marketing as a pull strategy that provides consumers with relevant information when they need it. It outlines three types of content marketing: entertaining content like IBM's videos, informative content like American Express' forums, and utilitarian content like GE's iPad app. It also discusses developing personas, creating an editorial calendar, amplifying content across different channels, and measuring content marketing efforts. The overall document provides guidance on developing an effective content marketing strategy.
Cracking the Code: SEO & Content MarketingRebecca Lieb
This document discusses content marketing and how it relates to search engine optimization (SEO). It defines content marketing as a pull strategy that provides helpful information to consumers. It outlines three types of content marketing: entertainment, information/education, and utility. Content marketing can strengthen brand engagement, awareness, and sales. The document also discusses how content marketing and SEO intersect, with search being a proxy for whether content marketing is effective. It provides examples of how different companies implement content marketing strategies.
The document outlines an agenda for a webinar on engaging investors with social media. The webinar will discuss why social media is important for reaching investors, how to measure social media effectiveness through consistency, content, and presence, and provide tips on developing consistency, improving content, growing social media presence, and complying with regulations. The webinar aims to help participants understand how to identify needs social media can meet and improve their social media effectiveness.
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
Converged Media - Altimeter Group WebinarRebecca Lieb
The document discusses converged media, which combines paid, owned, and earned media. It provides examples of companies successfully using various media types together, including Glidden Paint employing websites, blogs, social media. It also discusses the need for consistent branding across channels and quality content. Brands that do not integrate different media types are at a disadvantage with fragmented messaging.
Many marketers have embraced social media. Some are measuring and acting upon the results of their social marketing campaigns. But the majority is dabbling with social media without any strategy leading them. Trying things out to see if anything moves the dial, kicking tires, tossing an intern at the problem. Does this sound like you?
Best practices in digital marketing constantly evolve and it can be difficult to keep up — especially if you are already behind the curve. This presentation takes you through five easy steps to help you catch up. It’s imperative to plan now if you want to stay ahead of the competition. Customer Insight Group shares the secrets of brand monitoring and show how successful companies are using social media marketing to build relationships with their customers, enhance their brands and experience positive return on their social media investments.
Key takeaways for your social media marketing include:
− Clearly define what social media success looks like and quantify your key performance indicators.
− Discover how to use your social media initiatives as a competitive differentiator
− Learn how to successfully integrate social media into your multi-channel strategy for the most highly targeted impact and revenue growth.
− Deliver relevant content at the optimal time.
− Accurately track the reach and results of your social marketing efforts.
eMarketer Webinar: B2B Lead Generation—Best Practices in Social, Content Mark...eMarketer
Join eMarketer for a discussion about the opportunities for B2B marketers to hone their messaging, uncover more leads and turn more of those prospects into customers.
5 Things B2B Marketers Need to Fear with Social MediaMarketBridge
Social media is rapidly shifting the way B2B marketers focus on demand generation, and stories of extraordinary successes have created something of a gold rush mentality. However, marketing professionals looking to expand their use of social media should proceed with caution – there are significant downsides to be aware of.
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The document discusses converged media, which combines paid, owned, and earned media channels to consistently reach customers across their journey. It provides examples of how brands like Tesco, Glidden Paint, P&G, and Brisk Tea have successfully used various paid, owned and earned media channels together in a coordinated way to increase awareness, engagement, and sales. The key to converged media is using different channels that work together to tell a consistent brand story.
Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, ...G3 Communications
The document discusses strategies for creating and promoting content marketing. It recommends appointing executive leadership roles like a Chief Content Officer to oversee content creation and strategy. A content team should include creators, managers, and organizational contributors. The document also recommends persona creation, mapping content to buyer journeys, and repurposing content across multiple channels. An effective content promotion plan uses webinars, website placement, email, social media, and paid advertising to maximize exposure and engagement.
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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.
ADMA Forum 2010 is an unmissable event for any ambitious marketer looking to stay ahead of the competition and better their marketing performance. It's where Australia’s best multi-channel marketers gather, learn and network.
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
This study covers the following sections:
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- Benefits of Video Marketing
- Video Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Video Marketing Solutions Landscape
- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
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To obtain this document, visit us at http://www.demandmetric.com/register
This document summarizes a presentation given by Julie Tullis and Chris Tuff at the #allfacebookconf conference about how Southeast Toyota Distributors scaled their Facebook marketing strategy. The key points discussed include developing a social program to support dealers at the local level, challenges around varying dealer participation, and strategies used in a pilot program including localized paid media campaigns, education and training, and centralized publishing. Results of the pilot showed consistent branding, growth in fans and engagement, and key learnings around the importance of content, technology partners, and addressing dealer needs.
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https://rb.gy/usj1a2
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Source:http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/Pew Internet Project – 2010—Online advertising: The same survey looked at attitudes to online advertising: 81 percent said they didn’t mind online ads but 77 percent said they either don’t click on them (42 percent) or “hardly ever” click (35 percent). Younger users and the most frequent online news users are slightly more likely to pay attention to ads but not by a large enough number to suggest online advertising is a slam dunk.Shift from push to pull requires a huge degree of new thinking and processes.
Company culture (goes beyond the marketing dept - enterprise level demands, breaking down silos)Resource & Staffing - new skillsBudgets (content isn't "free")Service provider relationshipsNeed for TrainingAbility to not focus on bright shiny objects, but instead strategyIntegrating content with advertising and other marketing initiatives
Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole. This report, based on qualitative interviews with 56 brands and agencies, looks at how organizations are shifting priorities and resources to strategically and effectively leverage content marketing to amplify marketing messages while lowering advertising expenditure. We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals.
Rebalancing, or realigning resources, budgets, staffing, company culture and agency and service provider relationships, will make marketing organizations both more effective and prepared to meet ever-changing digital challenges. Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.
Opt-out vs. Tune-inEpisodic vs. OngoingOwned and Earned vs. Bought
Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole. This report, based on qualitative interviews with 56 brands and agencies, looks at how organizations are shifting priorities and resources to strategically and effectively leverage content marketing to amplify marketing messages while lowering advertising expenditure. We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals.
Content marketing is owned and earned media.Unlike advertising, which is push messaging in rented time or space in print or broadcast media, content marketing is pull marketing, the marketing of attraction, in media that belongs to the organization creating the message. This can be a social channel, such as Facebook or YouTube, or a wholly owned web site or app.Creating and publishing media places enormous new demands not only on marketing departments, but on the enterprise as a whole.Due to shifts in consumer attention, companies are challenged to move beyond episodic, short duration “push” campaign initiatives into longer-term, often continual “pull” content marketing initiatives that require new strategic approaches. To continually attract and engage consumers requires companies to develop new skills. They must learn to think and to function as publishers, producers and often, as community managers. Content creation and distribution places new and continual demands on the enterprise as a whole, not just the marketing department. And frequently, content necessitates operating in real-time environments, including evenings, weekends and holidays. To meet this challenge, organizations must rebalance.They must evolve from advertisers into storytellers. Advertisers interrupt consumers with messaging that’s overwhelmingly ‘me’ oriented: my product, my service. Storytellers attract, beguile, entertain and inform. They are sought out and revisited. Often, they’ll enter into dialogue with their audience. They’re attuned to nuanced reactions and will adjust their narratives accordingly, whether a shift in tone of voice or a deeper dive into what was originally just a backstory.
K-Swiss and agency 72andSunny raised eyebrows in 2010 when they debuted a campaign for K-Swiss’ new Tubes shoe fronted by the foul-mouthed, burned out HBO’s Eastbound & Down’s pitcher character co-created and played by Danny McBride.The campaign was notable for a few reasons, not least of which was the simple fact that a marketer was putting its brand in the hands of such a spectacularly non-aspirational (fictional) athlete. But the campaign also marked an unusual three-way co-branding exercise, simultaneously promoting Tubes, season 2 of Eastbound, which was scheduled to launch a month after the campaign broke, and a Hollywood star on the rise.Powers’ return is an indicator of the success of that inaugural campaign, and not just as a giant Eastbound promo. The videos earned millions of views online (a million on FunnyorDie), resulted in a 1256% increase in Facebook fans and landed the brand atop the “biggest buzz” list in industry trade Footwear News. Perhaps more to the point, K-Swiss also reports a 250% increase in online sales post-Powers.K-Swiss has continued making the Powers videos to promote other products after the success of its Tubes sales. SOURCE: http://www.fastcocreate.com/1679194/kenny-powers-returns-for-second-k-swiss-campaign
**Reference in book: Chapter 6 – Content That Informs and Educates, Branded Content That Informs and Educates (final section to the chapter) for Amex OPEN case study
http://www.enquiro.com/whitepapers/
Sales are a criterion when new apps are considered for development at GE, but utility matters just as much, as does speed-to-market. As far as GE is concerned, the time to develop apps for customers is now, before the wow factor wears off and while the company can still impress customers with an app's added value. Ease-of-use is also key. One app, geared to engineers in the field, is avilable on the iPhone, but also on the iPad. Why? "Because engineers wear gloves."Transformers: This colorful and vivid app allows customers, GE sales teams, and field service engineers to remotely monitor and diagnose GE transformers and transformer stations that supply electricity to homes and business around the country. The real-time sensor data helps improves efficiency and problem solving, which benefits both GE and its customers.
Reports ToChief Executive Officer/Chief Operating Officer (smaller enterprise) or Chief Marketing Officer/VP of Marketing (larger enterprise)Position SummaryThe Chief Content Officer (CCO) oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer.ResponsibilitiesUltimately, the job of the CCO is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. This includes:Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must.The development of a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups.Supervising writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.Integration of content activities within traditional marketing campaigns.Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.Establishing work flow for requesting, creating, editing, publishing, and retiring content.Work with technical team to implement appropriate CMS.Conducting periodic competitive audits.Supervising the maintenance of content inventories and matrices.Ensuring consistent global experience and implement appropriate localization/translation strategies.Participation in the hiring and supervising of content/story leaders in all content verticals.Creation of a strategy for developing SMS/MMS outreach and advertising, apps, etc. as needed.Work closely with company's Chief Design Officer on all creative and branding initiatives to ensure a consistent message across channels.
Success CriteriaThe CCO is measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects into the enterprise through the consistent development and deployment of content to each persona group. Success criteria include:Positive brand recognition and consistency across chosen published channels.An increase in defined customer engagement metrics (measured by users taking the desired action…i.e. conversions, subscription, purchase, etc.).Website and social media traffic growth.Conversion metrics definition and growth.Social media positive sentiment metrics.Customer feedback and survey data.Increases in key search engine keyword rankings.A decrease in sales/buying cycles.Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.Primary criteria for success are customer and employee affinity. Success is measured around lifetime customer value, customer satisfaction, and employee advocacy.Experience and Education RequiredBachelor's degree in English, Journalism, Public Relations or related communications field. MBA in marketing a plus.10-15 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).Experience with creating compelling messages for different target demographics. Crisis communications experience a plus.Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.).HR-related experience including hiring, managing, performance reviews, compensation packages, etc. required.Multilingual abilities (specifically Spanish and Chinese) a major plus.Audience development and subscription strategies experience a plus.Skills RequiredThe CCO requires a combination marketing and publishing mindset, with the most important aspect being to think “customer first”. In essence, the CCO is the corporate storyteller that must be empathetic toward the pain points of the customer. Specific skills required include:Proven editorial skills. Outstanding command of the English (or primary customer) language.Training as a print or broadcast journalist and has a “nose” for the story. Training in how to tell a story using words, images, or audio, and an understanding of how to create content that draws an audience (it is critical that the CCO retain an “outsider’s perspective” much like that of a journalist.)The ability to lead and inspire large teams of creative personnel and content creators to achieve company's stated goals.Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it.A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA a plus!Clear articulation of the business goal behind the creation of a piece (or series) of content.Leadership skills required to define and manage a set of goals involving diverse contributors and content typesProject management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns. Ability to work in a 24 hour project cycle-utilizing teams or contractors in other countries.Familiarity with principles of marketing (and the ability to adapt or ignore them as dictated by data).Excellent negotiator and mediator.Incredible people skills.Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.Fluency in web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.).A willingness to embrace change and to adapt strategies on the fly.Great powers of persuasion and presentation (Visio, PowerPoint)Experience creating a resource or library of content organized indicating SEO, translations and version control.Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.Able to screen out sales pitches and look for the relevant brand and customer story.Comfortable with acting as the company's spokesman and advocate via media appearances, interviews, sales calls, trade shows, etc.
Content audit - Assessing current content and determining how to make it work best with SEO principles - what content should be used as-is? Tweaked? Thrown out?-- Try to find a CASE STUDY that talks about content siloing - does it work?2. Keyword Research is only the beginning - Tons of SEO data is locked up in social graphs - how do you access that?3. Editorial calendar - include what keywords each piece of content will focus on -- Factoring in where content should be places in the site IA to create stronger SEO content silos – all part of the editorial calendar – more on this later, in education and training4. Connect to specific measurement KPIs 5. Focusing on the long-tail - The highest search volume words don't always represent the way the content writers would prefer to position their products - how to handle these problems? How can content be drafted and implemented to focus on the longtail? -- Some of the content examples in the balloon chart are much more longtail - win on lots of keywords that draw small amounts of traffic over time
Based on SEO research, your Keyword List is a list of words and phrases most critical to your business, products and services when it comes to being found on the Web. If you don’t have an SEO expert on staff, anyone and everyone involved in content creation should receive foundational training in SEO and how to appropriately use keywords (and other SEO principles) in content creation.
An editorial calendar establishes what content will be created when, in what format, and for which content channel. A digital editorial calendar also tracks the connections for that content, including how the content will be repurposed and amplified in social media channels.The editorial calendar should contain a list of all content approved for publication. It should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities and a schedule.Source of editorial calendar example: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png
Slice 'n' dice: example: write a speech, create a deck, video speech, blog speech, post video to YouTube, deck to Slideshare, transcribe presentation. extract charts and infographics. Make the talk a whitepaper. An ebook. A column. Maybe it can be a webinar, or a training sessions.
BACKGROUNDIndium is a 75-year-old manufacturer of electronics assembly materials. Rick Short, director of marketing communications, has been there 25 years. Short realized several years ago that social media could be a powerful marketing force and he began experimenting with it on his own, blogging about topics of personal interest unconnected to Indium. When he began thinking about adding social media to Indium’s marketing mix, he first needed to help people at Indium understand that the tools in social media are available and can be effective for B2B. A blogging strategy was initially fought, as leadership believed it would violate social culture. However, Short disagreed:“Through the 75 years of our company we have always been about earning (customers) by developing great products or showing them how to enhance their process whether it’s through a technique or a product. So we’ve always had this great need to be socially adept and appealing to the needs of our customers… so it was a natural process to say, hey, there are some new tools available, why don’t we throw those into our bag of tricks?” Indium’s CEO and other leadership also believed that blogging would not be a good idea for the organization, as “blogging can live forever.” However, Short argued that other media can as well in the digital age and that the long-lasting nature of a blog is not a reason to inhibit its use. Rather than creating an Indium policy specific to blogging, Short led the creation and implementation of a more all-encompassing social media policy as a kickoff to the company’s blog strategy, setting a solid foundation for Indium’s foray into social media.STRATEGYShort started formulating Indium’s blogging and social media strategy with keyword research. He identified 73 of the most important keywords his prospective customers would search for. Then he created 73 different blogs that focused on each keyword and assigned a dozen employees to write those blogs.Blogging is now the most prevalent social media platform at Indium. The ultimate goal is to produce face-to-face contacts and relationships. Blogging advances close contact and, through the inclusion of video, photos, commenting, emails and phone numbers, Indium can invite customers to engage in conversations offline.Indium now has 15 blogs with 17 dedicated bloggers maintaining them (many of whom are engineers). The bloggers write about the nuances of each market segment, focusing on the keywords uncovered by Short’s research. Indium’s blog posts feature buyer oriented keywords likely to be searched. Headlines like “Wave Solder Flux Deactivation Temperatures Explained” and “Using Integrated Preforms for Solder Fortification” may not be interesting to most people, but if you’re on the market for solder, these are the details you need to know to specify the right solder. RESULTSOnce the blogs took off, customer contacts increased 600% in a single quarter. And everyone who contacted a blog author, commented on a blog post or downloaded a white paper opted in to the company’s customer database. “Most people in the world can’t believe that people really care about this stuff,” Short told Ann Handley and C.C. Chapman, authors of the book Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. “But my customers do… They love this stuff!” Customers like circuit board manufacturers, solar panel manufacturers and the semiconductor industry. So what can you learn from Indium? It doesn’t matter how obscure your product or service is. As long as you fill a need in the marketplace, you have customers.“The mantra of my content program is simple: content to contact to cash,” states Short.SOURCES:http://www.socialmediaexaminer.com/how-to-create-content-that-engages-prospects-and-customers/http://sarahsturtevant.com/wordpress/search-engine-optimization/indium-corp-proves-the-value-of-birthing-a-corporate-blog/http://www.briansolis.com/2011/03/b2b-social-media-lead-generation-explained/http://books.google.com/books?id=sFhq-cdX89wC&pg=PA259&lpg=PA259&dq=indium+corp+social+media&source=bl&ots=DpbAePsJif&sig=FFlQXZ4nSyKJBEZ1SoeLgnmBRI4&hl=en&ei=_5nmTpuHA8eziQLv7LX-Bg&sa=X&oi=book_result&ct=result&resnum=4&ved=0CDUQ6AEwAzgK#v=onepage&q=indium%20corp%20social%20media&f=false
Eloqua is a privately held company that sells digital marketing automation software. The company was already creating some content when Joe Chernov was promoted to the newly created role of vice president of content marketing. Given the metrics-driven nature of the company’s products and services, Chernov knew he would have to prove the value of his own marketing efforts while creating content that positioned Eloqua as a thought leader in the marketing industry. Chernov launched a corporate blog and worked on a series of free ebook guides, white papers, webinars, infographics, and other educational content. He also hired a former journalist as a full time corporate reporter.Leveraging internal experts as bloggers, Eloqua's corporate blog reached the Ad Age Power 150 within its first year. Chernov used the blog to promote the company’s free content, made trackable by requiring visitors to provide their name, email, phone number, company and job title in order to download it. This data enabled Chernov to connect the dots between revenue and content. Four free guides were directly attributable to $2.5 million in revenue in 2010. Not only can Eloqua directly connect revenue with content, they can also evaluate lead quality. On average, 17 percent of visitors to Eloqua.com are VP or higher, but 25 percent of visitors who find the site via content pieces are VP or higher. The Takeoff stage of Altimeter's content marketing maturity model requires an organization to implement a measurement framework to demonstrate content’s value to the organization.
Nestlé is the world’s largest nutrition, health and wellness company with global revenues exceeding CHF 109M. When Pete Blackshaw became global head of digital and social media, one of his first orders of business was fostering a “culture of content” within the executive leadership ranks. While Nestlé had long recognized the importance of content proliferation as part of its global marketing and sales strategy, Blackshaw believed further development was necessary if Nestlé wished to remain top-of-mind with its social-savvy consumers and boost product speed to market.Blackshaw flew a team of senior managers from company headquarters in Vevey, Switzerland to visit entrepreneurial and fast-moving digital companies in Silicon Valley, notably Facebook. Nestlé’s executives were inspired by the social network’s constantly evolving and listening-focused company culture. Blackshaw cites the executive “field trip” as a success in helping the company more quickly adapt to changes in the digital landscape. He plans to continue content marketing training in 2012 with the launch of a company-wide training initiative. Other companies within the Ascend stage of Altimeter Group’s content marketing maturity model may pursue similar executive development opportunities to aid in the adaptation and advancement of their company culture and content strategies on divisional levels, as well as throughout the enterprise.
Jamie Grenney, VP of Social Media and Online Video for Salesforce:“Salesforce.com is the enterprise cloud computing company -- more than 67,000 customers use our cloud platform and apps to help run their businesses. Of the various social media channels we use to engage our community, YouTube has emerged as the most important for our business because it allows us to deliver a rich and concise message with perfect fidelity.We looked at a number of different approaches to publishing video both on our own website as well as other sites on the web. Given that YouTube is such a large percentage of online video, we knew it was a platform that we couldn't overlook. View counts are weighted heavily in search and are an important part of what makes a video interesting to other viewers.Today, all our video content is hosted on YouTube and we use the YouTube APIs to serve up videos in branded players on our website.”SOURCES:http://www.slideshare.net/Salesforce/video-creation-for-b2b-marketers (updated stats vs. interview below)http://ytbizblog.blogspot.com/2010/02/five-questions-for-jamie-grenney-senior.html
Red Bull, the Austria-based energy drink company with 3.78B euros in annual revenue, has long been recognized as a content powerhouse. It produces high-energy, maximum impact, visually stimulating artifacts that directly tie in to its extreme energy drink branding and related sports and aviation sponsorship. Its focus on permeating global culture with its branded and brand-related content has proven so successful that Red Bull continued to “soar” with the addition of RedBullContentPool.com – an e-commerce website that allows (primarily commercial) users to license clips from the brand’s extensive video content library.In addition to the ability to license nearly 8,000 videos on RedBullContentPool.com, users interested in Red Bull’s photography may visit an alternate site that offers more than 42,000 photos free to anyone using them for editorial purposes. The company also offers specific pieces of content for download via iTunes, owns a record label and publishes a print magazine, among many other media initiatives. Red Bull’s complex distribution model allows it to utilize content to its maximum potential in both revenue generation and impact on global culture. Other companies within the Soar stage of Altimeter Group’s content marketing maturity model may pursue similar commercial media licensing, syndication and distribution models to grow the reach, impact and ROI of their content, ultimately creating additional opportunities to generate earned media in the process.
Not Free: Certainly, content marketing reduces media spend, but the more mature a company’s content marketing efforts, the better they understand that effective content initiatives require significant investment in internal staff, production and distribution resources, and often new sources of strategic support. Culture: Rebalancing requires deep departmental integration and cultural shifts across the enterprise, as well as education, training and new digital skill sets for staff within and beyond the marketing organization. Integrate: Increasing confidence in and reliance on content marketing is causing marketers to reevaluate, and often to cut back, on advertising and shift those dollars to content production and distribution. For optimal impact and maximum success, content and advertising should be integrated, or at least interrelated. In tandem, the two can more fully express a brand story. Bright, Shiny Objects: In their enthusiasm for marketing with content, we found many marketers who we interviewed for this report distracted by channels and technology at the expense of strategy and fundamentals. Organizational Change: We believe that over the next five years, content marketing will permeate the organization. Led by the marketing department, finding, producing and disseminating content both internal and external to the organization will become a core marketing function, but it will require cross-departmental support, primarily in the form of input and creation from senior management, sales and product teams. To seek out stories, trends, questions and the other “raw materials” of content marketing, shoe leather is a requirement. Like beat reporters, those charged with creating content must continually travel throughout their companies and indeed, their industries, to keep a finger on its pulse and to find the stories and ideas that can be turned into content.