- The majority of marketers do not feel their company is using content marketing effectively, with only 29% feeling their company's use is at a basic level or better.
- Most marketers are still only spending 0-20% of their budget on content marketing in 2014, and plan to increase internal headcount for content creation more than external spending.
- Creating a content marketing strategy and properly measuring ROI of content have been found to be the most effective techniques, but 56% of marketers are still doing content without a proper plan.
Scalable Ecommerce Strategies 2014 - #IDF London 21.10.2013Oban International
Dr Dave Chaffey
CEO, Co-founder at Smart Insights (Marketing Intelligence) Limited
Driving growth in local markets through creating scalable Ecommerce marketing strategies.
Businesses selling in different markets face the challenge of creating strategies that fit the demand and resources available in local markets of different sizes. The Author of Emarketing Excellence, Dave Chaffey, CEO of Marketing Planning Advice site SmartInsights.com explore approaches that can be used to develop and implement effective strategies to drive growth according to the size of market. Dave also looks at approaches to build strategies and resources based on his experience in training and consulting with many international brands including 3M, BP, HSBC, Microsoft, North Face, Royal Canin and Nokia. The talk focused on retail-specific examples.
- The majority of marketers do not feel their company is using content marketing effectively, with only 29% feeling their company's use is at a basic level or better.
- Most marketers are still only spending 0-20% of their budget on content marketing in 2014, and plan to increase internal headcount for content creation more than external spending.
- Creating a content marketing strategy and properly measuring ROI of content have been found to be the most effective techniques, but 56% of marketers are still doing content without a proper plan.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
The document is a lead generation trend report that provides findings from a survey of over 600 B2B marketing professionals. Some key findings include:
1. Increasing lead quality is the top priority for most marketers, followed by increasing lead volume, reflecting a trend toward quality over quantity.
2. Generating high quality leads and lack of resources are the biggest challenges and barriers to success.
3. Events and conferences have seen a resurgence as the most effective lead generation tactic.
4. Most marketers measure ROI using lead volume but are unable to determine the conversion rate of leads to closed deals.
Kapost 50 learning from world-class marketersKapost
Back in December we announced the winners of the 2016 Kapost 50, and now we're ringing in the new year by bringing together a few of our favorites to share how they aligned, created, distributed, and analyzed their world-class B2B marketing campaigns through a webinar.
See the deck from it here!
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Scalable Ecommerce Strategies 2014 - #IDF London 21.10.2013Oban International
Dr Dave Chaffey
CEO, Co-founder at Smart Insights (Marketing Intelligence) Limited
Driving growth in local markets through creating scalable Ecommerce marketing strategies.
Businesses selling in different markets face the challenge of creating strategies that fit the demand and resources available in local markets of different sizes. The Author of Emarketing Excellence, Dave Chaffey, CEO of Marketing Planning Advice site SmartInsights.com explore approaches that can be used to develop and implement effective strategies to drive growth according to the size of market. Dave also looks at approaches to build strategies and resources based on his experience in training and consulting with many international brands including 3M, BP, HSBC, Microsoft, North Face, Royal Canin and Nokia. The talk focused on retail-specific examples.
- The majority of marketers do not feel their company is using content marketing effectively, with only 29% feeling their company's use is at a basic level or better.
- Most marketers are still only spending 0-20% of their budget on content marketing in 2014, and plan to increase internal headcount for content creation more than external spending.
- Creating a content marketing strategy and properly measuring ROI of content have been found to be the most effective techniques, but 56% of marketers are still doing content without a proper plan.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
The document is a lead generation trend report that provides findings from a survey of over 600 B2B marketing professionals. Some key findings include:
1. Increasing lead quality is the top priority for most marketers, followed by increasing lead volume, reflecting a trend toward quality over quantity.
2. Generating high quality leads and lack of resources are the biggest challenges and barriers to success.
3. Events and conferences have seen a resurgence as the most effective lead generation tactic.
4. Most marketers measure ROI using lead volume but are unable to determine the conversion rate of leads to closed deals.
Kapost 50 learning from world-class marketersKapost
Back in December we announced the winners of the 2016 Kapost 50, and now we're ringing in the new year by bringing together a few of our favorites to share how they aligned, created, distributed, and analyzed their world-class B2B marketing campaigns through a webinar.
See the deck from it here!
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Last marketing trends in 2016- STIMA BelgiumStrat & Com
This document summarizes the results of a survey of 705 Belgian marketers and non-marketers about marketing trends and tactics. The key findings include:
1) Traditional offline tactics like print advertising, direct mail, events and networking remain an important part of marketing strategies, alongside newer digital tactics.
2) Marketers rate social media, email, and content marketing as very effective for generating leads and customers. Content marketing in particular seems to have become a mainstream tactic.
3) While marketers recognize the importance of analytics and big data, few are actually leveraging these capabilities currently. Marketers also rate their analytical skills lower than non-marketers.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
The agenda outlines an advocacy conference taking place from 2:00PM to 5:15PM, with various presentations and networking sessions. The opening presentation is titled "The Advocacy Imperative" by Tracy Eiler of InsideView. Following presentations include "The More You Give, The More You Get" by Genevieve Guerette of Clarizen, "Advocacy: From Backroom to Boardroom" by David Feber of Referential Inc. and Abby Atkinson of FireEye Inc., and "Our Customers, Our Heroes" by Nicole Granucci of Genesys. The closing presentation is "What Is Your Advocacy Advantage?" by Deena Zenyk of Influ
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
This digital marketing plan aims to sell 500 units of an Edukart digital marketing course over 3 months. It analyzes the target customer demographics, competitors, and growing market size/demand for digital marketing skills in India. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. SMART goals are set to increase sales and leads through various digital marketing channels like PPC, SEO, content marketing, social media ads, and more. Keywords and campaign structures are outlined for PPC. The plan allocates a $5k total budget across channels and provides steps for implementing mobile marketing.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
This document outlines an agenda for a digital marketing strategy workshop. The workshop will cover how to build a brand and influence people, and how to develop a digital marketing strategy. It will include an introduction to LexisClick, the company providing the workshop, and an introduction to the presenter Stephen Bavister. The workshop aims to help attendees develop a written digital marketing strategy to drive their business growth.
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
1. Developing a market strategy involves studying how to exploit a firm's resources to achieve marketplace success, deciding on actions, and updating the strategy during implementation.
2. Business strategy is the cornerstone for market strategy and involves understanding a firm's core competencies, capabilities, and partners' resources to craft fundamental value-based strategies like product leadership, customer intimacy, and operational excellence.
3. Effective market strategies are informed by business strategies focused on unique resources and delivering superior customer value through innovation, customization, or efficiency.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
2014 CMA Content Marketing Show PresentationPaul Cowan
A presentation given at the 2014 Content Marketing Show, hosted by the Canadian Marketing Association. In this talk, I reviewed some of the challenges and opportunities for content marketers and some findings from a recent analysis studying the top 25 Canadian brands and their social marketing and programmatic buying presences.
Digital marketing-overview-top-20-marketing-strategiesManish Chaudhary
Digital marketing involves promoting products or services online through electronic media. It includes digital internet marketing, which uses online internet services for promotional campaigns. Some key forms of traditional marketing include word of mouth, print ads, and direct marketing. Digital marketing differs in that it utilizes electronic media and the internet. The document then outlines and provides examples for 20 important digital marketing strategies such as viral marketing, email marketing, social media marketing, and search engine optimization.
digital-marketing-plan-template-smart-insightsJames Hall
This document provides a template for creating a digital marketing plan using the RACE framework (Reach, Act, Convert, Engage). It includes recommendations and worksheets to define opportunities, strategies, and actions for each stage of the customer lifecycle. The template guides the user through assessing their current capabilities, setting objectives, and developing targeted plans and campaigns to optimize their digital marketing efforts.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Inbound marketing is gaining widespread adoption and proving more effective than traditional outbound tactics. Marketers are increasingly dedicating their time and budgets to inbound channels like content marketing, social media, SEO, and blogging. To succeed with inbound, companies need to align their marketing, sales, and executive teams; understand their customers; test and optimize their efforts; and hire and train talent skilled in inbound strategies.
Last marketing trends in 2016- STIMA BelgiumStrat & Com
This document summarizes the results of a survey of 705 Belgian marketers and non-marketers about marketing trends and tactics. The key findings include:
1) Traditional offline tactics like print advertising, direct mail, events and networking remain an important part of marketing strategies, alongside newer digital tactics.
2) Marketers rate social media, email, and content marketing as very effective for generating leads and customers. Content marketing in particular seems to have become a mainstream tactic.
3) While marketers recognize the importance of analytics and big data, few are actually leveraging these capabilities currently. Marketers also rate their analytical skills lower than non-marketers.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
The agenda outlines an advocacy conference taking place from 2:00PM to 5:15PM, with various presentations and networking sessions. The opening presentation is titled "The Advocacy Imperative" by Tracy Eiler of InsideView. Following presentations include "The More You Give, The More You Get" by Genevieve Guerette of Clarizen, "Advocacy: From Backroom to Boardroom" by David Feber of Referential Inc. and Abby Atkinson of FireEye Inc., and "Our Customers, Our Heroes" by Nicole Granucci of Genesys. The closing presentation is "What Is Your Advocacy Advantage?" by Deena Zenyk of Influ
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
This digital marketing plan aims to sell 500 units of an Edukart digital marketing course over 3 months. It analyzes the target customer demographics, competitors, and growing market size/demand for digital marketing skills in India. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. SMART goals are set to increase sales and leads through various digital marketing channels like PPC, SEO, content marketing, social media ads, and more. Keywords and campaign structures are outlined for PPC. The plan allocates a $5k total budget across channels and provides steps for implementing mobile marketing.
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
This document outlines an agenda for a digital marketing strategy workshop. The workshop will cover how to build a brand and influence people, and how to develop a digital marketing strategy. It will include an introduction to LexisClick, the company providing the workshop, and an introduction to the presenter Stephen Bavister. The workshop aims to help attendees develop a written digital marketing strategy to drive their business growth.
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
1. Developing a market strategy involves studying how to exploit a firm's resources to achieve marketplace success, deciding on actions, and updating the strategy during implementation.
2. Business strategy is the cornerstone for market strategy and involves understanding a firm's core competencies, capabilities, and partners' resources to craft fundamental value-based strategies like product leadership, customer intimacy, and operational excellence.
3. Effective market strategies are informed by business strategies focused on unique resources and delivering superior customer value through innovation, customization, or efficiency.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
2014 CMA Content Marketing Show PresentationPaul Cowan
A presentation given at the 2014 Content Marketing Show, hosted by the Canadian Marketing Association. In this talk, I reviewed some of the challenges and opportunities for content marketers and some findings from a recent analysis studying the top 25 Canadian brands and their social marketing and programmatic buying presences.
Digital marketing-overview-top-20-marketing-strategiesManish Chaudhary
Digital marketing involves promoting products or services online through electronic media. It includes digital internet marketing, which uses online internet services for promotional campaigns. Some key forms of traditional marketing include word of mouth, print ads, and direct marketing. Digital marketing differs in that it utilizes electronic media and the internet. The document then outlines and provides examples for 20 important digital marketing strategies such as viral marketing, email marketing, social media marketing, and search engine optimization.
digital-marketing-plan-template-smart-insightsJames Hall
This document provides a template for creating a digital marketing plan using the RACE framework (Reach, Act, Convert, Engage). It includes recommendations and worksheets to define opportunities, strategies, and actions for each stage of the customer lifecycle. The template guides the user through assessing their current capabilities, setting objectives, and developing targeted plans and campaigns to optimize their digital marketing efforts.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Inbound marketing is gaining widespread adoption and proving more effective than traditional outbound tactics. Marketers are increasingly dedicating their time and budgets to inbound channels like content marketing, social media, SEO, and blogging. To succeed with inbound, companies need to align their marketing, sales, and executive teams; understand their customers; test and optimize their efforts; and hire and train talent skilled in inbound strategies.
1. The document discusses best practices for managing digital marketing in 2014 based on research from Smart Insights and TFM&A.
2. It finds that over half of businesses have significant potential to improve their digital marketing capabilities, describing them as inconsistent, basic, or non-existent. Only 44% had advanced or optimized capabilities.
3. Nearly half of businesses surveyed do not have a defined digital marketing plan or strategy, though they are active in digital marketing. Nearly half also lack a defined marketing plan to align strategies. The document recommends creating long-term digital and marketing strategies aligned with business priorities.
1. The document discusses best practices for managing digital marketing in 2014 based on research from Smart Insights and TFM&A.
2. It finds that over half of businesses have significant potential to improve their digital marketing capabilities, describing them as inconsistent, basic, or non-existent. Only 44% had advanced or optimized capabilities.
3. Nearly half of businesses surveyed do not have a defined digital marketing plan or strategy, though they are active in digital marketing. Nearly half also lack a defined marketing plan to align strategies. The document recommends creating long-term digital and marketing strategies aligned with business priorities.
The document summarizes the findings of a survey about content marketing conducted by Remarkable Content and Brand Republic Insight. Key findings include: 75% of respondents have a content marketing strategy, but challenges include lack of time/resources and inability to measure outputs. Video, newsletters, and blogs are the most effective content types. Over half of marketing budgets are spent on content marketing, and most plan to increase spending in 2016. Content is used primarily for customer acquisition, lead generation, and engagement. [END SUMMARY]
B2B marketers are increasingly using content marketing as a core marketing strategy. Nine out of ten organizations surveyed use content marketing. On average, marketers use eight different content tactics and spend over a quarter of their budget on content marketing. Popular tactics include social media, articles, and events. However, marketers lack confidence in the effectiveness of individual tactics. While adoption of tactics is high, only around half believe each tactic is effective. There is a significant gap between how often tactics are used and how effective they are perceived to be.
The Evolution of the
Sales and Marketing Relationship
In early 2014, HubSpot and LinkedIn wanted to gain knowledge about current processes and
collaboration between marketing and sales.
6 Steps for Building a Killer Content Marketing Program in 2017Eucalypt
The document outlines 6 steps for building an effective content marketing program in 2017: 1) Seek expert guidance to develop a strategy and goals. 2) Ensure senior leadership understands the goals of building trust, not just sales. 3) Line up internal experts to contribute knowledge. 4) Take a staged approach to strategy development before content creation. 5) Run a pilot program to test and refine the strategy. 6) Once refined, scale up the content marketing team and program. The overall message is that content marketing requires a thoughtful, strategic approach to see results.
The 2014 Benchmark Report on B2B Content Marketing and Lead GenerationStarfleet Media
The document summarizes the key findings of a research report on B2B content marketing and lead generation. Some of the main findings include:
- Companies' primary objectives for content marketing are new customer acquisition and raising brand visibility.
- Few companies report being very successful in achieving their content marketing objectives.
- Ebooks, case studies, and third-party research are the most valuable types of content.
- Most content is gated, requiring registration, but some of the most effective content like infographics and case studies are often not gated.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Slides are from a Webinar presentation that is available on Geckomarketing.ca
Topics covered include
The State of Social Media in 2014
How To Get Started in Social Media
Planning for 2015
Discover the value of social media, What Social channels you should use using
Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are.
This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin.
We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
The document is the 2013 State of Inbound Marketing Report which provides insights from a survey of over 3,300 marketers. Some key findings include:
- Nearly 60% of marketers have adopted inbound strategies and more than 80% have integrated inbound into company goals. Inbound marketing budgets have grown nearly 50% annually for the past three years.
- Inbound marketing delivers better ROI than traditional outbound tactics, providing 54% more leads at lower costs. Inbound leads convert at higher rates.
- Traditional marketing methods like advertising and direct mail have become less important, with inbound strategies generating more leads.
- While inbound marketing traction is strong, some marketers remain unsure of how to define or measure inbound activities,
The 2013 State of Inbound Marketing Report found that:
1. Nearly 60% of marketers have adopted inbound marketing strategies, showing its majority market share, though 19% remain unsure of how to define "inbound marketing".
2. Inbound marketing requires integrating it into broader company strategies, with 81% of companies reporting some level of integration.
3. Marketers see reaching the right audience and generating quality leads as top priorities for 2013, showing the customer-centric focus of inbound.
4. However, executives and sales teams still lack full support for inbound, with only 11% and 17% respectively giving their full support to inbound efforts.
The 2013 State of Inbound Marketing Report found that:
1. Nearly 60% of marketers have adopted inbound marketing strategies, though 19% remain unsure if their activities qualify as inbound.
2. Inbound marketing has achieved majority market share but some marketers still struggle to define it, indicating a need for further education.
3. Successful inbound execution requires strategically integrating it throughout marketing practices rather than treating it as separate tactics.
2013 State of Inbound Marketing - FullreportQuynh LE
Inbound marketing continues to grow in popularity and effectiveness. The report found that 60% of companies now use inbound strategies, up from previous years. Inbound marketing budgets have increased nearly 50% per year for the past three years. Inbound leads are shown to be more cost effective, generating 54% more leads at lower costs than traditional outbound tactics. While traditional marketing methods are declining in importance, the inbound approach helps address the fragmented digital audience by integrating relevant content and aligning marketing and sales teams.
Similar to Smart insights content_marketing_europe_2014 (20)
The organic reach of Facebook’s business pages has been tweaked so much
that the organic reach is way down, as low as 2 percent for some of the largest brands. That statistic is very scary for small to medium-sized businesses that
rely on using Facebook as a free means to market their business and connect
with their clients or customers.
CREATING THE PERFECT
A Visual Guide to LinkedIn Company Page
Introduction
Your LinkedIn Company Page is an online beacon for
both prospective customers and prospective
employees.
As such, it is a truly unique space on the
web, one that blurs the lines between knowledgesharing
platform and relationship-building tool.
This document provides stories from marketing agencies about nightmares they experienced with clients. It is divided into chapters with titles like "Dangerous Liaisons" and "Creepy Scope". The stories describe issues like taking on work outside an agency's expertise, not setting clear expectations with clients, and relying too heavily on freelancers without backups. The lessons shared emphasize the importance of having clear agreements, managing client expectations, focusing on one's strengths, and ensuring backup plans are in place to avoid potential project disasters.
WHY EXECUTIVES CAN’T IGNORE SOCIAL
MEDIA ANYMORE.
Did you know there are as few as 5.6% of Fortune 500
CEOs on Twitter? Additionally, a whopping 68% of
Fortune 500 CEOs don’t have any social presence
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
Email Vídeo
Em vez de enviar emails de texto, preto e branco e sem graça, você pode agora enviar os
atraentes e coloridos emails vídeos. Sem precisar baixar nem anexar nada! É fácil como 1,2,3!
Escolha um tema para o modelo—temos mais de 1000 templates em diversas línguas. Escolha os
pessoais —tais como felicitações pelo aniversário, votos de melhoras ou só para dar um alô. Ou
selecione os profissionais tais como lembrete de reunião, agradecimentos, eventos de vendas e
outros. Em seguida, grave ou faça upload do seu vídeo. Então, é só Enviar! Você pode enviar para
um ou para vários com apenas poucos cliques. As possibilidades são incalculáveis! Além disso,
nosso monitoramento em tempo real permitirá que você saiba quem assistiu seu vídeo, quando,
quantas vezes, se o encaminharam e se visitaram nosso website.
Além de usar seu PC ou MAC, você ainda pode criar e enviar nossos vibrantes emails de vídeo
directamente de seu aparelho iPhone, iPad e Android usando nosso aplicativo móvel Fusion On
the GO. Com emails vídeos, você chega até seus amigos, familiares e clientes onde eles estão
diariamente—na Caixa de Entrada! De fato, segundo recentes estatísticas da indústria, 58% de
todos os consumidores iniciam seu dia online lendo seus emails, e email marketing é a área #1 de
crescimento de investimento entre marketers e líderes empresariais.
Na Talk Fusion entendemos que nossos Sócios Independentes são o elemento mais
importante do nosso negócio – quando vocês têm sucesso, nós também temos
sucesso. Por esta razão, desenvolvemos um Plano de Compensação incrivelmente
gratificante e simples que lhes pagarão por seus êxitos INSTANTANEAMENTE.
O primeiro plano de remuneração do mundo com pagamento instantâneo
Como acontece com qualquer oportunidade de negócios, pessoas inteligentes fazem uma importante pergunta: “Quanto receberei?”
A resposta é: INSTANTANEAMENTE. A Talk Fusion lançou o primeiro pano de remuneração do mundo com pagamento instantâneo onde você recebe imediatamente ao fazer uma venda. Bum! A sua comissão aparece instantaneamente na sua conta, do jeito que deve ser.
http://1096850.talkfusion.com/pt/how-to-get-paid/
The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
When you need to gather information from an entire population, the
best way to do so is to send a survey. Problem is, surveys are difficult
to write. There are so many ways to ask questions, and if you don’t ask the
right ones, you won’t get the information you need.
INTRODUCTION
ERIK DEVANEY
Content Strategist, HubSpot
@BardOfBoston
Written & Designed by:
For some, the word “optimization” conjures
up thoughts of complicated mathematics
and data analysis. It can seem like one of
those things that only a true “data geek”
could ever hope to understand.
That’s exactly what we plan to cover in this guide.
First, we’ll briefly cover the basics of creating a follow-worthy Twitter profile. Your profile is often times the first impression others get of you, so it’s important to make every aspect count.
After that, we’ll dive into the seven particular tactics you can employ to boost your following so you get more people interacting with you or your company.
INTRODUCTION
Uncertainty is a marketer’s best friend and worst enemy. It simultaneously
forces us to experiment with proven processes to drive success and instills us
with anxiety as we push the “send” button on that latest email campaign. A little
scary? Sometimes.
The document provides instructions for using Talk Fusion Connect, a video conferencing and presentation tool. It outlines how to log in, customize your profile and dashboard, schedule events, design presentations, invite attendees, host live broadcasts and video conferences, and utilize features like screen sharing, chat, and recording. The summary highlights the key purposes and functionalities of the different sections within the dashboard for managing events, presentations, contacts and more.
Social media is becoming a primary way for people to share news and information online, surpassing email, with over 1 billion Facebook users and millions on other networks like Twitter, LinkedIn, and Instagram. Social media represents a powerful way to introduce and share information about a business or brand, especially video which is shared more often. Social media marketing involves using social networks to introduce a business to new people and engage with existing customers in an ongoing conversation with virtually unlimited reach.
A Talkfusion está a lançar o futuro das comunicações Global com o seu CONNECT venha conhecer a ferramenta que os Gigantes da Industria já anda a ver.. Mas isto é só da Talkfusion
1) O documento apresenta os produtos de comunicação por vídeo da Talk Fusion, incluindo vídeos por e-mail, vídeo boletins e videoconferência, e como eles podem ajudar empresas a atrair novos clientes e fortalecer sua marca.
2) São fornecidos exemplos de modelos pré-definidos e personalizados para vídeos por e-mail e boletins, que podem ser usados para diferentes fins como lembretes, agradecimentos e eventos de vendas.
3) Os aplicat
A Talkfusion é uma empresa de comunicação por vídeo online que oferece nove produtos, incluindo vídeo email e vídeo newsletters. Seus serviços permitem enviar vídeos por email e compartilhar vídeos em redes sociais. A empresa tem sucesso devido à criação do vídeo email que permite enviar vídeos grandes sem downloads.
Double opt-in email verification is a process where a recipient must confirm their desire to receive emails after initially signing up. This helps keep email lists clean by removing those who don't confirm, reducing spam complaints and ensuring high email deliverability. Talk Fusion uses double opt-in for its email services to maintain its reputation as a trusted sender and allow customers to engage with interested recipients through personalized automated video email campaigns after they confirm.
Social media has become a primary way for people to share information online, with over 1 billion Facebook users and 55 million tweets daily. Social media represents a powerful way for businesses to introduce themselves and share information, especially video which is shared more often. Social media marketing involves using social networks to introduce new people to a business while engaging existing audiences in ongoing conversations. It allows businesses to reach far beyond their current audience. Social media also lets businesses communicate directly with customers to build relationships and trust.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
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.
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!
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
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
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
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.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
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
How to Generate Add to Calendar Link using Cal.etYared Ayalew
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
2. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
About the Authors
Dave Chaffey
Dr Dave Chaffey is CEO and co-founder of Smart Insights, a practical marketing
advice site that helps businesses improve their marketing using a planned
approach based on creating strategies, 90 day plans, and optimisation.
Dave is the author of five bestselling books on Ecommerce including ‘Digital
Marketing: Strategy, Implementation and Practice’, and ‘Emarketing Excellence’.
He has been recognised as one of the fifty marketing ‘gurus’ worldwide
who have shaped the future of Marketing by the UK’s Chartered Institute of
Marketers.
@DaveChaffey
Kieran Flanagan
Kieran Flanagan is Marketing Director (EMEA) at HubSpot, where he leads the
company’s marketing strategy in EMEA. Kieran is an experienced inbound
marketer, having previously worked for large brands in both B2C and B2B
across EMEA. He has helped create inbound marketing campaigns that have
had a global impact, launching in countries like the UK, Germany, France and
Japan.
@searchbrat
3. I. Executive Sumary
About Hubspot
About Smart Insights
II. The Popularity of Content Marketing
Driving Content Marketing Success - European Edition
How well are marketers managing content marketing?
How much are marketers investing in content marketing?
Key content marketing activities favoured by marketers
Approaches to resourcing content marketing
Key Takeaway #1 Using the right resources
III. The Effectiveness of Content Marketing
Marketers see the value in content marketing, but measurement of ROI is challenging
The most effective content marketing techniques
Companies with marketing plans are still in the minority
Which content formats work best?
Some content formats are still underused
Table of Contents
4. Key Takeaway #2: Optimise a range of content formats
IV. Making Content Marketing More Effective
Most companies don’t have a long-term view of Content Creation.
Challenges faced by content marketers
Key Takeaway #3 Define your KPIs to measure content ROI
5. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Executive Summary
Driving Content Marketing Success - European Edition
The popularity of content marketing has grown dramatically over the last few
years as more and more companies shift budget away from traditional paid
advertising towards inbound marketing. Content is at the core of a successful
inbound funnel. It helps to not only attract people to a website, but also
to convert them into happy successful customers. In our State of Inbound
Marketing report for Europe we found that 58% of companies had adopted
an inbound strategy, with 42% planning to increase spend on inbound. These
stats highlight the changes that are happening in marketing right now and why
content is playing such a key role in todays marketing strategy. You can find out
more about inbound marketing here.
In 2014, content marketing will remain a key focus for marketers seeking to
increase their traffic, leads, and sales. In a recent Smart Insights poll, for the
second year running, content marketing was rated the top digital marketing
technique thought by marketers to give the most commercial benefits in 2014.
30% rated content marketing as the best investment ahead of mobile marketing,
Big Data, search personalisation, CRO and other digital marketing techniques.
6. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
To find out what drives success, we asked over 2,600 marketers across Europe,
from different types of businesses about their approaches to content marketing.
We explored not only the techniques they have found work best for content
creation and distribution, but also how to manage the process, which is less
commonly considered. In our research we uncovered a number of insights such
as that 56% of European marketers are doing content marketing with no proper
content plan, and measuring the ROI of content marketing continues to be a big
challenge for marketers.
We hope you enjoy the report and it provides insights that help you to be more
successful with content marketing in 2014.
Kieran Flanagan
Marketing Director (EMEA at HubSpot)
Dave Chaffey
CEO and Publisher SmartInsights,com
7. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
About HubSpot
HubSpot is the world’s #1 marketing software platform. We help more
than 10,000 companies in 56 countries attract leads and convert them into
customers. A pioneer in inbound marketing, HubSpot aims to help its customers
make marketing that people actually love. (Learn more about HubSpot software
and Inbound Marketing.)
About Smart Insights
Smart Insights helps experts in over fifty countries plan, manage and optimise
their commercial goals through practical marketing resources.
Our templates, guides and courses are based on our strategic RACE Planning
approach where marketing success demands:
Plans: A planned approach based on clear digital strategies
Insight: Focus on using digital analytics and customer insight to optimise results
Optimisation: Continuous optimisation of inbound marketing techniques
Complete our free digital marketing healthcheck
View most popular Smart Insights resources
8. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
The Popularity of Content Marketing
The growth in content marketing this year has continued to gather pace. There
is no doubt this has been influenced by the changes Google has made to their
algorithm; Panda, Penguin, and Hummingbird have all helped to shine the
spotlight firmly on the importance of content.
Looking at Google Trends you’ll see a dramatic decrease in the interest of link
building in favour of content marketing as a search term. A lot of SEO agencies
have wisely pivoted their business model in 2013 away from link building and
towards content.
Of course, the reasons for doing content marketing stretch a lot further than just
acquiring links. Content helps companies generate traffic, leads, and sales. But
this is just one chart that highlights how popular content marketing is becoming.
The first thing we wanted to know was how companies in Europe were
embracing content marketing.
9. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
From the responses we can see that marketers are struggling with content adoption within
their companies. 71% of companies’ adoption of content marketing has been inconsistent or
worse. Only a small percentage (9%) felt that they had their content strategy optimised. Even
if we add in those who felt their company had embraced content at a basic level, that’s only
29% of marketers who feel their company’s use of content is basic or better.
So why is that number so low? A lot of the problems marketers have are not just around
getting the initial investment to make their content marketing dreams come true, but
sustaining that initial support when results take time. It’s important to set the right
expectations when pitching for your initial investment. Senior management teams are
probably used to the timeframes of success they get from paid campaigns – or even the
quick wins they had from SEO before the various Google updates of the past year. The
results from content take a little longer, plus everything you do with content won’t necessarily
be successful. Keeping that support as marketers figure out how to make content work
for their company is the difference between staying at that inconsistent level and moving
towards a more optimised strategy.
How has your organisation embraced content marketing?
None-limited use
We make little use of content marketing and there is little senior
management support.
Basic use of content marketing
We make some investment in content marketing, but senior management
doesn’t support further investments.
Inconsistent
We invest sufficiently in some areas and have good capabilities with management
support, but other areas aren’t committed to or integrated sufficiently.
Advanced
We invest in content marketing as needed with management support, but
could optimise and integrate further.
Optimised.
We make little use of content marketing and there is little senior
management support.
9%
20%
36%
22%
13%
Responses that were N/A have been removed from this chart
10. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
The greatest challenge for content marketing is often in the
Boardroom. The fear of sharing too much knowledge is a threat to
content creation.
I recommend using using Google Analytics or your analytics tool to
show the volume of traffic completing an action, driven from your
content sources. Gather an evidence base to convince the senior
team.
Annmarie Hanlon
Evonomie, @AnnmarieHanlon
“
“
11. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Following on from that, we wanted to know how marketers were planning to
improve on those inconsistencies this year. We asked our marketers how much
of their marketing budgets will be dedicated to content in 2014. The majority
of marketers are still only spending a small portion of their budget on content
marketing. 49% of respondents are spending between 0-20% of their budget on
content marketing this year.
How Much are Marketers Investing in Content Marketing?
Whatpercentofthemarketing
budgetwillyouspendon
contentmarketingin2014?
0 - 20%
3%
7%
12%
13%
16%
49%
80 - 100%
60 - 80%
40 - 60%
Don’tKnow
20 - 40%
Marketers are planning on using their budget to bring content creation in-house,
with 55% planning to increase their internal headcount in 2014. This is
substantially higher than the numbers of marketers who are planning to increase
spend on external content creation (40%).
Responses that were N/A have been removed from this chart
12. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Content marketing runs like a thread through a connected and
integrated marketing approach. Taking into account that content
marketing is an umbrella term and that the awareness is not as high
in Europe as it is in the U.S, it’s not surprising that content marketing
budgets are low.
However, it is also related to a lack of an integrated and customer-cen-
tric view in which content intervenes at multiple levels.
J-P De Clerck
i-SCOOP, @conversionation
“
“
13. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Key Content Marketing Activities Favoured by Marketers
Other interesting points are the numbers of marketers planning to increase
spend on paid AdWords and paid social distribution. Our expectation would be
that paid social distribution would be increasing at a higher rate, but this isn’t
the case. In our experience, paid social distribution is a lot more effective for
seeding content. The data suggests European marketers still haven’t started
to move spend from traditional platforms like AdWords into social for content
marketing purposes.
Lastly, we are impressed by the large number of marketers who are going to
increase spend in creating their own inbound machine to promote their content.
69% of respondents said they were going to increase their spend on content
promotion through earned media. This means a lot more resources and budget
are being spent by companies in creating an audience for their content through
organic channels (search, website, social, PR etc).
Next, we wanted to know more about how marketers were leveraging both
internal and external resources to help with their content marketing efforts.
Howwillyourinvestmentinthesecontentmarketingactivitieschangesin2014?
ContentCreation(ExternalResource) 40.3% 36.5% 7.1%
INCREASE
STAYTHE SAME
DECREASE
PaidAdwordsorAdvertising
NetworkPromotion 37.7% 37.4% 11.1%
Paid social distribution ( e.g. through
social network )
37.2% 41.2% 7.2%
Contentpromotionthroughearned
media(socialmediaandPR)
69.0% 24.3% 2.7%
Contentcreation(internal-headcount) 55.1% 37.2%
Strategyandeditorial 57.7% 33.7%
1.9%
2.5%
Responses that were N/A have been removed from this chart
14. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Approaches to Resourcing Content Marketing
The majority of marketers are using internal resources to create their content
marketing strategy and assets. The skew towards in-house resources could
reflect the growing strategic importance of content. Successful content is
created with both the audience and brand in mind.
An internal content team can understand each of these elements a lot better
than someone who is external. However, with so many companies use of
content being inconsistent or worse, leveraging external specialist skills around
content strategy, creation, and distribution can help to make an internal content
team more successful in the long term.
THE GROWTH OF CONTENT MARKETING IN EUROPE
HowdoyouresourcetheseContentMarketingactivities?
Paidpromotionofcontentassets 36.2 19.8 10.9
Mainly in-house Mixture Mainly outsourced
OutreachandPR 47.5 24.7 10.7
Content asset creation 57.9 24.6 6.8
Contentmarketingstrategy 73.3 14.9 3.6
3.7
6.5
%
We don’t invest in this activity
11.7
2.7
Responses that were N/A have been removed from this chart
15. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
When developing an internal resource, success depends on whether
the company can attract, motivate, and retain an editorial team. There
is a big question for brands about who they should trust to make the
most of the content marketing opportunity.
Naturally, we would say that the best partner is an editorial expert who
only ‘does’ content and whose primary concern is your brand and your
audience, not theirs.
Kevin Sutherland
Seven, @AgencySeven
“
“
16. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Key Takeaway #1 Using the Right Resources
The majority of marketers do not feel their company is
using content effectively, but are still planning to increase
their investment in a number of key areas. If you are going
to succeed at content marketing, hiring the right people
both internally and externally is critical. To help you with
both of these you can download:
How to find and hire the perfect Inbound Marketer
The Ultimate [Printable] Marketing Agency Report Card
Digital Marketing careers article [Smart Insights]
17. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Making Content Marketing More Effective
The next part of our survey looked into how effective content marketing was for
marketers in Europe.
We asked our marketers how valuable content marketing was for their
organisations, and found that almost half of respondents were already getting a
return on their investment.
Marketers See the Value in Content Marketing, but Measurement of
ROI is Challenging
Very few marketers are not convinced by the potential of content marketing
(6.6%), but a large percentage of marketers are struggling to put a value on
content as they can’t measure the ROI of it (44%). This inability to measure the
ROI of content is going to be an issue for marketers who want to make content
a more consistent part of their strategy. This is evident in our first section where
most companies’ use of content was inconsistent at best.
Howwouldyouratethe
valueofcontentmarketing
foryourcompany?
44.4%
6.6%
49%
I AM CONVINCED OFTHEVALUETHAT
INVESTMENTS IN CONTENT CAN DELIV-
ER ANDTHAT IT CAN BE A MEASURABLE
ROI
I SEE OPPORTUNITES FROM SOME CONTENT
MARKETING CHANNELS BUT MEASUREMENT
OF ROI IS LIMITED
I’M NOT CONVINCED OFTHE POTENTIAL OF
CONTENT MARKETINGTO DELIVERVALUE AND SEE
IT AS DIFFICULTTO MEASURE ROI
Responses that were N/A have been removed from this chart
18. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Those organisations that develop content marketing within a
measurement focused strategy have the greatest chance of achieving
their desired business objectives. An ad-hoc and scattered approach
to content marketing will become increasingly unlikely to work as the
market matures.
Daniel Rowles
Target Internet, @DanielRowles
“
“
19. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
There are many variables to content marketing that define whether or not you
will see success with it. In order to get the balance right, it is essential to have
a solid plan and strategy in place. Creating a content marketing strategy is a
clear winner when looking at what content marketing techniques marketers have
found to be effective in their experience. The next most effective is properly
measuring the ROI of your content. Both of these techniques are a critical part
of being successful with content.
The Most Effective Content Marketing Techniques
It seems there is a lot of potential for marketers to make better use of planning
as part of their content marketing efforts. 56% of marketers are doing content
without what they feel is a proper plan.
Howwouldyouratetheeffectivenessofthesecontentmarketingtechniques?
Creating a content marketing strategy 58.3%
Customer and buyer personas
Customer journey mapping
Editorial calendars
41.3%
Content ROI and value assessment (via analytics)
45.2%
37.5%
35.2%
Responses that were N/A have been removed from this chart
20. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Every facet of successful content marketing has its own blueprint. The
blueprint for evaluating content marketing ROI is no exception, but it
remains a holy grail for most marketers.
My advice to marketers struggling with implementing successful
inbound content marketing is simple: Start planning, and stop feeling
that you’ve got to get your next piece out.
Stephen Bateman
Concentric Dots, @ConcentricDots
“
“
21. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Companies with Marketing Plans are Still in the Minority
This again could be a contributing factor to those numbers we saw in the first
section. Without proper planning of content, it’s difficult to prove the ROI and
move towards an optimised strategy.
When we looked at what types of content were generating leads and customers
for marketers, blogs and articles were the clear winner (42%). After this,
38% have generated leads and customers through eNewsletters and online
magazines. This just goes to show that you shouldn’t confine your thinking
around content to only a few different types of formats. You should always test
what topics and formats work best for your audience.
Doesyourorganisationhave
aclearlydefinedcontent
marketingstrategyorplan?
32.3%
56%
YES - IT’S INTEGRATED INTO OUR MARKETING
COMMUNICATIONS INBOUND MARKETING
YES - IT’S DEFINED IN A SEPARATE DOCU-
MENT
NO -WE ARE DOING CONTENT MARKETING,
BUT NO DEFINED STRATEGY
16.7%
22. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Which Content Formats Work Best?
What’s interesting is the number of people who are not using any of these
formats.
Howwouldyouratecontentmarketingassetsbythevolumeofleadsorsalesgenerated?
Blogpostsorarticles 42.4%
Enewslettersoronlinemagazines 37.8%
Owncommunityforforum 25.6%
Animatedexplainervideos 25.1%
Brandedengagementandviralvideos 23.5%
WhitepapersorEbooks 23.4%
Infographics 21.5%
Industryorconsumerresearchreports
20.1%
Webinars
19.9%
19.8%
15.3%
10.5%
7.1%
19.8%
Mobilespecificappsorengagementtools
Competitions
Quizzes
Games
Calculatorsandinterativetools
Responses that were N/A have been removed from this chart
23. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Blogging is the core of any content marketing program – but it’s often
not the thing that generates leads directly. It tends to be higher in the
funnel, leading folks towards content that is more likely to generate
a lead. Marketing automation helps you build an attribution model
that will show the value of a blog even if it’s not the number one lead
generator.
Doug Kessler
Velocity Partners, @DougKessler
“
“
24. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Some Content Formats are still Underused
It’s extremely important to think outside of the content formats everyone else
is doing. As the number of companies investing in content continues to grow,
it’s going to become even more challenging to stand out from the crowd.
Understanding how you can leverage all types of content for your audience will
give you a unique advantage over your competitors.
Peoplewhoanswered“Don’tuse”or“Notrelevant”
Mobilespecificappsorengagementtools 50.6%
Quizzes 52.3%
Competitions 42.2%
Games 60.5%
Owncommunityorforum 36.5%
Calculatorsandinteractivetools 50.2%
Webinars 48.0%
Animatedexplainervideos
41.9%
Industryorconsumerresearchreports
40.9%
41.7%
38.1%
11.9%
37.8%
20.2%
Brandedengagement/viralvideos
E-newslettersoronlinemagazines
Blogpostsorarticles
WhitepaperorEbook
Infographics
Responses that were N/A have been removed from this chart
25. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Key Takeaway #2: Optimise a range of
content formats
Looking at the data it would seem European marketers
know how important it is to have a content strategy as
part of their process, but a large percentage still don’t
implement one. It also looks as if marketers simply aren’t
trying out different content formats for their audience.
Although they are having success with formats like blogs,
articles and eNewsletters, there is a reluctance to try
new things. To help you create a content strategy for
your business and experiment with new formats, you can
download:
A Practical Guide to Building a Killer Content Strategy
A Treasure Chest of Remarkable Content Ideas & a Guide to Create
Your Own
Selecting the right content using the Content Marketing Matrix
[Smart Insights]
26. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Planning for Success with Content
To get content marketing right, there are multiple variables to be considered.
We need to get really good at forward planning, execution, promotion, and
measurement of the ROI of each campaign.
In our previous section we saw how marketers felt that having a content
strategy/plan was the most effective technique in their experience. Our survey
found that the majority of European marketers (42%) are planning their content
on a campaign level or across the quarter. This isn’t a bad number and would
suggest that marketers are making some progress with implementing a content
plan for their company. Although 56% of our respondents did say they didn’t
have any plan for their content marketing, these stats would suggest they are
doing some form of planning, at least at a campaign level.
Most companies don’t have a long-term view of Content Creation.
Howfarintothefutureiscontentmarketingplanned?
One year or more vision and strategic initiatives 9%
Annual plans maximium 20%
Campaign and quarterly plans maximum 42%
Mainly day-to-day, week-to-week planning 29%
Responses that were N/A have been removed from this chart
27. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
We perhaps need to move away from the online marketing silver
bullet – the click – and reconsider the more subtle ‘view’ as the metric
to measure. We just need to find the other meaningful metrics that the
view can tie to.
James Carson
Carson Content, @MrJamesCarson
“
“
28. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Their top challenge is measuring the ROI of their content marketing efforts, but
closely followed by creating enough content and creating quality content. All of
these different challenges add to a company’s struggle to embrace content to a
high level (as we saw in section one, most are inconsistent at best).
Challenges Faced by Content Marketers
In order to really reap the results of content marketing, we need to have well
defined targets, understand who we are trying to attract to our site, a clear
distribution plan to maximise our content’s reach, and a method for tying
the results back to the initial goals set for the company. These are the areas
marketers will need to focus on in 2014 if they want to join the 9% who feel their
content marketing efforts are well optimised.
Whataresomeofthemajorchallengeswithcontentmarketing?
Measurement-measuringROIandeffectiveness 15.5%
Contentstrategy-choosingqualitycontenttoengage 15.5%
Contentquality-Creatingsufficientqualitycontent 15.3%
Contentfrequency-Developingsufficientcontent 15.3%
Budgetandmakingthecase-insufficientbudgetorbuy-in 10.8%
Outreach-formingandmanagingpartnershipstosharecontent 9.7%
Integration-integratingcontentmarketingintootheractivities 8.9%
Skills-lackofspecificcontentmarketingskills 8.3%
Other 0.8%
Responses that were N/A have been removed from this chart
29. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
So who should you trust to develop your content strategy? Well,
there is an analogy that is often cited when commentators talk about
the essentials of developing content strategy for your brand. They
compare the task and the necessary expertise to that of the editor
of a magazine or newspaper; planning, creating and managing
content across multiple pages or publications to ensure a rewarding,
consistent and varied experience for the reader. So it is this editorial
experience and expertise that brands really need - simply applied
across all your content in all your channels.
Kevin Sutherland
Seven, @AgencySeven
“
“
30. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
Key Takeaway #3 Define your KPIs to Measure
Content ROI
Measuring the ROI of content and producing enough
content of a high quality are two of the biggest challenges
we hear consistently from marketers when discussing
content marketing. To succeed long-term at content and
make it a viable part of a company’s strategy; marketers
will need to solve these puzzles. To help, we’ve gathered
some additional resources that will help you in these areas:
Everything Marketers Need to Measure and Prove Content ROI
How HubSpot created a Content Machine [SlideShare]
Creating a Content Machine [Ebook]
KPIs for measuring content marketing article [Smart Insights]
31. 2014 Driving Content Marketing Success - European Edition
HubSpot and Smart Insights Driving Content Marketing Success - European Edition
HubSpot are offering you a complimentary marketing assessment to
evaluate where you could improve your efforts in order to gain a better
ROI for your efforts.
WANT TO KNOW HOW
YOU CAN STEP UP YOUR
CONTENT MARKETING?
GET YOUR DEMO
HTTP://BIT.LY/AWESOME-DEMO