The document discusses 4 steps for accounting firms to provide consistent content marketing throughout the year. It recommends assessing content performance, focusing on authentic expert-generated content, engaging partners to write, and using multiple platforms and media types. Assessment of analytics helps identify effective campaigns. Authentic content from experts establishes thought leadership. Various engagement tactics can motivate partners to write, like outlining articles or focusing on common client issues. Using an editorial calendar and multiple social media platforms reaches different audiences.
This document provides guidance for marketers to plan their holiday email marketing campaigns. It outlines specific steps to take each month from July through October to establish benchmarks, audit forms and content, build communication plans, and test emails. The goal is to drive more revenue during the busy holiday season with advanced planning and preparation. Key activities include analyzing past performance, recruiting subject line teams, meeting with partners, acquiring new subscribers, and creating contingency plans for promotions that may need to change.
The document describes an upcoming marketing summit hosted by Incite. It provides details on the event such as dates, location in New York City, and list of chief marketing officers that will be speaking. The summit aims to provide insights on topics including customer-centric marketing, multi-channel marketing, unique customer experiences, measurement and collaboration. Attendees will learn strategies and best practices from senior marketing executives through keynote speeches and workshops.
The document provides guidance on leveraging digital marketing for medical practices. It recommends taking inventory of practice details, patients, and resources. It discusses optimizing websites for search engines and social media to establish credibility and attract patients. Key tactics include regular blog posts and multimedia content, calls to action, and analyzing web traffic and conversions through Google Analytics. The overall goal is to understand audiences and use online tools to effectively promote the practice.
The definitive guide to client newslettersPhillip Bray
This document provides guidance on producing effective client newsletters. It recommends sending newsletters monthly with additional editions following major financial events like budgets. Newsletters should be electronic rather than printed to reduce costs and allow tracking of engagement. An email marketing system is suggested to design and send newsletters, and avoid issues like spam filtering. Newsletters help position advisers as experts, add value for clients, and nurture relationships with introducers.
The Blueprint of a Modern Marketing Campaignclydejefferson
1. The document discusses how to create an efficient content marketing strategy by planning strategic campaigns, establishing streamlined processes, and organizing teams.
2. A key recommendation is forming an editorial board with representatives from different departments to coordinate quarterly themes, initiatives, content production, and distribution.
3. The planning process involves mapping annual, quarterly, and monthly campaigns around themes, products, events, and "content pillars" - major assets like eBooks that can be reused across channels.
4. Lesson Four - Setting up your childcare businessYorkLearning
This document provides information on setting up a home-based childcare service, including sections on creating a marketing plan, managing finances, and creating a business plan. The marketing plan section discusses identifying target customers, unique selling points, and branding, as well as various marketing channels like networking, word-of-mouth, information packs, newsletters, advertisements, and websites/social media. The financial plan section outlines how to set a budget by tracking income and expenditures, including estimating costs, labeling expenditure categories, planning for contingencies, and calculating the minimum charge per child.
4. Lesson Four - Setting up your childcare businessYorkLearning
This document provides information on setting up a home-based childcare service, including sections on marketing, finances, and creating a business plan. The marketing section discusses identifying target customers, unique selling points, and branding, as well as strategies like networking, word-of-mouth, information packets, newsletters, advertisements, and websites/social media. The financial section outlines creating a budget by tracking expenses and income, including costs, contingency funds, and insurance. It also provides a formula for calculating the minimum charge per child.
This document provides guidance for marketers to plan their holiday email marketing campaigns. It outlines specific steps to take each month from July through October to establish benchmarks, audit forms and content, build communication plans, and test emails. The goal is to drive more revenue during the busy holiday season with advanced planning and preparation. Key activities include analyzing past performance, recruiting subject line teams, meeting with partners, acquiring new subscribers, and creating contingency plans for promotions that may need to change.
The document describes an upcoming marketing summit hosted by Incite. It provides details on the event such as dates, location in New York City, and list of chief marketing officers that will be speaking. The summit aims to provide insights on topics including customer-centric marketing, multi-channel marketing, unique customer experiences, measurement and collaboration. Attendees will learn strategies and best practices from senior marketing executives through keynote speeches and workshops.
The document provides guidance on leveraging digital marketing for medical practices. It recommends taking inventory of practice details, patients, and resources. It discusses optimizing websites for search engines and social media to establish credibility and attract patients. Key tactics include regular blog posts and multimedia content, calls to action, and analyzing web traffic and conversions through Google Analytics. The overall goal is to understand audiences and use online tools to effectively promote the practice.
The definitive guide to client newslettersPhillip Bray
This document provides guidance on producing effective client newsletters. It recommends sending newsletters monthly with additional editions following major financial events like budgets. Newsletters should be electronic rather than printed to reduce costs and allow tracking of engagement. An email marketing system is suggested to design and send newsletters, and avoid issues like spam filtering. Newsletters help position advisers as experts, add value for clients, and nurture relationships with introducers.
The Blueprint of a Modern Marketing Campaignclydejefferson
1. The document discusses how to create an efficient content marketing strategy by planning strategic campaigns, establishing streamlined processes, and organizing teams.
2. A key recommendation is forming an editorial board with representatives from different departments to coordinate quarterly themes, initiatives, content production, and distribution.
3. The planning process involves mapping annual, quarterly, and monthly campaigns around themes, products, events, and "content pillars" - major assets like eBooks that can be reused across channels.
4. Lesson Four - Setting up your childcare businessYorkLearning
This document provides information on setting up a home-based childcare service, including sections on creating a marketing plan, managing finances, and creating a business plan. The marketing plan section discusses identifying target customers, unique selling points, and branding, as well as various marketing channels like networking, word-of-mouth, information packs, newsletters, advertisements, and websites/social media. The financial plan section outlines how to set a budget by tracking income and expenditures, including estimating costs, labeling expenditure categories, planning for contingencies, and calculating the minimum charge per child.
4. Lesson Four - Setting up your childcare businessYorkLearning
This document provides information on setting up a home-based childcare service, including sections on marketing, finances, and creating a business plan. The marketing section discusses identifying target customers, unique selling points, and branding, as well as strategies like networking, word-of-mouth, information packets, newsletters, advertisements, and websites/social media. The financial section outlines creating a budget by tracking expenses and income, including costs, contingency funds, and insurance. It also provides a formula for calculating the minimum charge per child.
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
Presentation given at HubSpot's #Inbound14 Conference on the Partner Track.
Acquiring inbound retainer clients is hard, but retaining them can be even harder. Learn the secrets to attracting, engaging, and retaining long-term customers who love you.
Presenter: Marisa Smith, Head Brainiac at The Whole Brain Group.
Marketing techniques are constantly changing and evolving. And consumers are getting more sophisticated about how they want to be marketed. This means as marketers, we have to stay on top of every technique, and trend to continue growing your company’s success. So here are 4 ways to take market share this year.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
An eBook for small and medium size businesses, start-up, and entrepreneur. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of “catch-up” if they want to stay relevant to today’s savvy customer.
Content Marketing 101 (and how to write a kick ass blog post)Cake and Arrow
In recent years, content marketing has come to replace traditional marketing as the most effective method of achieving business objectives and driving sales. This presentation defines content marketing, describes how it works, and explores interesting examples of successful content marketing that push the boundaries of traditional marketing. The final section also includes some tips and strategies for writing compelling content.
This document provides information about different types of content marketing that businesses can use. It discusses blog posts, guest blog posts, cartoons/comics, eBooks, and infographics. Blog posts allow businesses to communicate regularly with customers and share different types of content. Guest blog posts allow businesses to contribute content to other relevant blogs. Cartoons and comics can help explain complex topics simply. EBooks are long-form content that can educate audiences. Infographics visually present information. The document recommends which types of businesses might benefit most from each content type.
Our Report Card: You Talked, We’re Listening. Here’s What You Told Us.Wendy Hughes
BurntToast Marketing conducted a survey of clients and partners to gather feedback on their services. The majority responded positively about BurntToast's communication, service, and relationship building. Areas for improvement included helping clients uncover opportunities and increasing clarity on services. BurntToast committed to redefining their focus on market research, communicating more through newsletters and social media, getting more involved in networking events, and continuing education to maintain expertise.
This document discusses creating digital marketing campaigns. It begins by explaining why digital marketing is important for engaging customers where they spend time online. It then discusses creating customer personas to understand target audiences. The key components of a persona like goals, demographics, and pain points are outlined. The document also explains the three main types of digital marketing campaigns: acquisition campaigns to attract new customers, monetization campaigns to generate revenue, and engagement campaigns to build loyalty. Finally, it describes the eight steps in a typical customer journey from awareness to advocacy.
This document discusses how to maximize the effectiveness of customer magazines. It suggests focusing on efficiency to control costs, impact to engage the target audience, and revenue to generate income. Specific tips include maintaining accurate mailing lists to reduce duplicate issues, combining print and digital channels, personalizing content, tracking customer behavior across channels, and partnering to share costs and enrich offerings. Analyzing customer data can provide insights to optimize the magazine in these areas.
Introduction to Strategic CommunicationCeriHughes9
Strategic communication involves purposefully communicating messages to persuade audiences to think or act in a certain way. It aims to fulfill an organization's mission through intentional message design, using the correct platforms to reach targeted audiences, carefully timing messages, analyzing audiences, and defining the desired impact. Effective strategic communication requires strong writing and presentation skills, analytical abilities, working well under pressure, adaptability, and diverse talents.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
The document discusses the importance of focusing on the four Cs - Content, Context, Connection, and Community - to build a successful business in today's customer-centric environment. It emphasizes that businesses need to provide high-quality, educational content to earn customers' trust, situate information within the context of customers' lives, continually add value to build relationships over time, and create opportunities for customers and prospects to connect as a community.
Tools for better joint working - influencing culture, policies and practices....CharityComms
This document outlines Unicef UK's process for embedding an integrated marketing culture. It involved building the case for integration, agreeing on a definition, and creating tools like an annual marketing framework, calendar, and project plan template. This would lay the groundwork for their subsequent integrated campaign focused on the five biggest dangers facing children. The campaign has seen some successes but also challenges around taking integration further, prioritizing opportunities, and balancing objectives.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
Presentation given at HubSpot's #Inbound14 Conference on the Partner Track.
Acquiring inbound retainer clients is hard, but retaining them can be even harder. Learn the secrets to attracting, engaging, and retaining long-term customers who love you.
Presenter: Marisa Smith, Head Brainiac at The Whole Brain Group.
Marketing techniques are constantly changing and evolving. And consumers are getting more sophisticated about how they want to be marketed. This means as marketers, we have to stay on top of every technique, and trend to continue growing your company’s success. So here are 4 ways to take market share this year.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
An eBook for small and medium size businesses, start-up, and entrepreneur. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of “catch-up” if they want to stay relevant to today’s savvy customer.
Content Marketing 101 (and how to write a kick ass blog post)Cake and Arrow
In recent years, content marketing has come to replace traditional marketing as the most effective method of achieving business objectives and driving sales. This presentation defines content marketing, describes how it works, and explores interesting examples of successful content marketing that push the boundaries of traditional marketing. The final section also includes some tips and strategies for writing compelling content.
This document provides information about different types of content marketing that businesses can use. It discusses blog posts, guest blog posts, cartoons/comics, eBooks, and infographics. Blog posts allow businesses to communicate regularly with customers and share different types of content. Guest blog posts allow businesses to contribute content to other relevant blogs. Cartoons and comics can help explain complex topics simply. EBooks are long-form content that can educate audiences. Infographics visually present information. The document recommends which types of businesses might benefit most from each content type.
Our Report Card: You Talked, We’re Listening. Here’s What You Told Us.Wendy Hughes
BurntToast Marketing conducted a survey of clients and partners to gather feedback on their services. The majority responded positively about BurntToast's communication, service, and relationship building. Areas for improvement included helping clients uncover opportunities and increasing clarity on services. BurntToast committed to redefining their focus on market research, communicating more through newsletters and social media, getting more involved in networking events, and continuing education to maintain expertise.
This document discusses creating digital marketing campaigns. It begins by explaining why digital marketing is important for engaging customers where they spend time online. It then discusses creating customer personas to understand target audiences. The key components of a persona like goals, demographics, and pain points are outlined. The document also explains the three main types of digital marketing campaigns: acquisition campaigns to attract new customers, monetization campaigns to generate revenue, and engagement campaigns to build loyalty. Finally, it describes the eight steps in a typical customer journey from awareness to advocacy.
This document discusses how to maximize the effectiveness of customer magazines. It suggests focusing on efficiency to control costs, impact to engage the target audience, and revenue to generate income. Specific tips include maintaining accurate mailing lists to reduce duplicate issues, combining print and digital channels, personalizing content, tracking customer behavior across channels, and partnering to share costs and enrich offerings. Analyzing customer data can provide insights to optimize the magazine in these areas.
Introduction to Strategic CommunicationCeriHughes9
Strategic communication involves purposefully communicating messages to persuade audiences to think or act in a certain way. It aims to fulfill an organization's mission through intentional message design, using the correct platforms to reach targeted audiences, carefully timing messages, analyzing audiences, and defining the desired impact. Effective strategic communication requires strong writing and presentation skills, analytical abilities, working well under pressure, adaptability, and diverse talents.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
The document discusses the importance of focusing on the four Cs - Content, Context, Connection, and Community - to build a successful business in today's customer-centric environment. It emphasizes that businesses need to provide high-quality, educational content to earn customers' trust, situate information within the context of customers' lives, continually add value to build relationships over time, and create opportunities for customers and prospects to connect as a community.
Tools for better joint working - influencing culture, policies and practices....CharityComms
This document outlines Unicef UK's process for embedding an integrated marketing culture. It involved building the case for integration, agreeing on a definition, and creating tools like an annual marketing framework, calendar, and project plan template. This would lay the groundwork for their subsequent integrated campaign focused on the five biggest dangers facing children. The campaign has seen some successes but also challenges around taking integration further, prioritizing opportunities, and balancing objectives.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
7 Easy Steps to Create an Effective Email Marketing Plan
The Content Conundrum- 4 Tips for Better Consistency
1. The Content Conundrum: 4 Steps for Better Consistency
By Kelly Ernest, Marketing Manager, KatzAbosch
It is a topic that comes up over and over again as a marketer – content. It is king in the professional services arena in terms
of educating your target markets and differentiating yourself as a firm. Throughout the year and due mainly to the nature of
our business, there are definite ebbs and flows in an accounting firm that hinder our ability to deliver consistent material.
Three months out of the year, we have tax season or as I like to call it the “I’m too
busy for marketing” season. Immediately following tax season, we marketers get
over‐excited at the thought of finally getting some emails answered, events
booked, and content written. Then, you blink and everyone has headed to Fiji or
somewhere off the grid for vacation all summer. By the time you re‐connect with
your colleagues, it’s August and more than half of the year has gotten away from
you. Now, I’m sure that being the creative genius you are, you’ve found a way to
stretch other campaigns (advertising, sponsorships, re‐purposed content, video,
social media, etc.) throughout the year to keep your markets engaged, right?
Well, what if I told you that there are easier ways of going about doing this by
following a process of discovery tailored to your specific practices and then
implementing it throughout your firm with ease?
Whether it be content generation, engagement or measurement that limits your
strategy to provide consistent messaging year‐round, these steps should help to streamline your efforts and deliver a more
time‐efficient solution.
1. Assessment – It pays to step back once in a while to take a pulse on everything you have going on. If you have a
website, you have the ability to measure digital campaigns on Google Analytics. You may also be measuring
campaigns from separate analytics tools that marketing automation software can provide. Either way, I would
suggest taking a look at this on at least a monthly basis. From this platform, you will be able to identify trends over
time on what campaigns are working for you. You may measure them in a few ways depending on what goals you
have set for your campaigns. Once you have established some benchmarks for qualifying a successful campaign, you
can begin to determine what type of content is working for you and also, what platform it works best on for your
target audience. This leads to purposeful planning.
2. Authenticity – I’ve seen and used my share of the cookie‐cutter canned content and I get it! Hiring a ghostwriter or
purchasing a software to deliver quick industry specific material saves time and makes our lives a lot easier. In some
cases, it makes sense to supplement this type of content for firm‐written material if the result of not using it means
no distribution at all. Although, honestly, if your rational behind content generation is to establish your experts as
relevant thought leaders in the business community, they are going to need to have a full‐bodied repertoire that not
only includes authoring articles, whitepapers and blogs but speaking engagements, community involvement and
industry niche immersion (another discussion but important to mention). Be honest with yourselves. The world we
live in today is quick to judge and fast‐paced. It leaves no room for boring canned content that your competitors are
also putting out. Where’s the differentiation that we were hired to provide? This leads to my next point…
3. Engagement – Yea, yea, I make it sound soo easy to motivate my partners to generate their own authentic content.
However, it is justly one of the biggest challenges I’ve faced as an accounting marketer. There are a few ways you
can address this lack of motivation:
a. Take inventory of your staff. Identify those who either have a specialty service or expertise they provide,
those who actually enjoy writing or those who may have presented on a topic recently that could be easily
turned into an article. Meet with these people to discuss a strategy and set some deadlines.
b. One hour a week, research hot topics in your target industry whether this be through client surveys,
association industry topics, recent industry conference topics, or if all else fails, Google. Sending your
thought leaders something that may spark an article idea will help with motivation and be well appreciated.
2. c. Outline a list of questions or the format of an article for them. We are rightfully not the technical experts
on our service offerings but we can read and write (I hope). Outlining an article or blog with leading
questions to provoke answers pretty much spells it out for them. Once you establish a template for this,
use it over and over again and tweak the questions as you see fit.
d. Pain points; all clients have them. Ask your colleagues what are some common gripes they are hearing
from their clients and then have them write about them! It’s the easiest method in the book. Use real world
scenarios to tell a story to your other clients. They’ll eat it up.
e. Using an editorial calendar has helped to keep me organized with what is going out at all times and also,
accountants appreciate the added structure. To being creating your editorial calendar, meet with some of
your department heads on services that are most popular during certain months of the year. They may also
be able to clue you in on certain industry trends throughout the year. For example, nonprofits have year
ends (3/31, 6/30, 9/30, 12/31) where they may need to start thinking about hiring an auditor months in
advance. Be proactive and calendar a time in advance to send them helpful tips on preparing for an audit
to display your firm’s expertise. Even better, if you have purchased a marketing automation software, you
can schedule content well in advance to reduce time and stress.
4. Platforms and Mixed Media – You’ve come this far. Now, it’s time to get found! Utilizing multiple platforms helps
you reach different types of users. Not everyone reads through the newsfeed on LinkedIn for content. Try using all
professional social platforms for reach and pay attention to what is appropriate on each of them. For example,
LinkedIn does not recognize hashtags so why use them? Twitter only allows 140 characters so be choosy with your
wording and don’t post a paragraph that would be cut off and thus, useless. You get the point.
In addition to multiple platforms, try multiple forms of media as a way to deliver content. Multi‐ and re‐purposing
content has made my job so much easier for the fact that you are capitalizing on every piece of information you are
putting out there. Use video, webinars and podcasts where applicable. Pictures speak a thousand words, use them.
Record live presentations and use them on your website. If you’re tracking an article that received a ton of great
feedback, try turning it into a webinar or live event. And every once in a while, send them something in print with a
handwritten note. When was the last time you’ve seen someone do that?!
For more information, please contact Kelly Ernest, Marketing Manager at KatzAbosch at kernest@katzabosch.com.
Kelly Ernest has over seven years of professional services marketing experience. She has
helped firms develop successful marketing strategies and execute targeted marketing
programs geared to bottom line results. Kelly cultivates programs to develop niche markets,
devises media positioning strategies, oversees client referral programs, and manages
marketing activities. She is also involved with planning local and regional events, inbound
marketing, expediting newsletter and press releases, and facilitating involvement and
support of local community organizations. Kelly has led vision for growth by organizing and
executing brand awareness programs, events, advertising, social media and public relations
campaigns. She holds a Bachelor of Science in Business Administration with a Minor in
Marketing from York College of Pennsylvania. Kelly served as Co‐Chair of the Greater
Washington Chapter of the Marketing Director Support Group and is an active member of
the Association for Accounting Marketing. In the past, she has served as Team Leader for
Volunteer Alexandria and Marketing Chair for the Arlington Academy of Hope.