This webinar discussed the future of content marketing and how to rise above the noise. It began with an introduction from Demand Gen Report about the changing role of content and reliance on content by executives. A panel then discussed how content marketing is changing in 2014, with a focus on building content marketing teams, developing processes for content creation and distribution, and increasing use of curated content from 25% to 65% of the mix. The webinar emphasized measuring content marketing efforts and developing a content strategy and mix to drive leads through the sales funnel. It provided resources for becoming a content curation expert to overcome barriers to success.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Emerging a Content Strategy from User ResearchScott\ Bryant
Presented at UX Australia 2010.
http://www.uxaustralia.com.au/conference-2010/
Emerging a Content Strategy from User Research
http://www.uxaustralia.com.au/conference-2010/emerging-a-content-strategy-from-user-research
For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?
User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?
In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.
This presentation is a brief snapshot of global content marketing strategy and content planning. This helps in corporate communications and building effective content for messaging to audiences across countries and disciplines. The idea is to share concepts that can be applied in day to day work situations and find new ways to solve business problems in communication and content space.
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
These slides and embedded videos help professors teach social media marketing. This week's topic is social media and mobile marketing strategy planning. The Powerpoints take students through the content marketing process along with data and examples.
Checking in on 2014 Content Marketing Must-DosLinkedIn
At the start of the year, we wrote about “14 Content Marketing Must-Dos for 2014.” Now, we wanted to revisit these imperatives and take a pulse on marketers’ performance — are these key areas being sufficiently addressed by marketers? Have some must-dos already become table stakes, while others have been slower to become a priority?
After the session, you’ll understand:
• How forward-thinking marketers are embracing new practices
• How their goals and tactics may have changed as a result
• Which areas have seen notable improvements so far
• Which areas may present unaddressed opportunities
We hope you’re inspired to take a constructive look at your progress and assess any key areas of opportunity to keep in focus for the remainder of 2014.
Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #VividideasFresh Egg UK
Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
Erfahren Sie wie mit LinkedIn Lead Generiert und Ihre Zielgruppe effektiv angesprochen werden kann. Die Präsentation von LinkedIn gibt nützliche Tipps & Tricks für die Lead Generierung und hilft Ihnen bei der Entscheidungsfindung Ihrer Content Marketing Strategie.
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
Designing for meaningful_experiences_i_xda slideshareDavid Kozatch
Designers and usability practitioners take various approaches to understanding the user experience, including following established heuristics (Jakob Nielsen), looking at UX as being made up of various elements of equal importance (Peter Morville’s “User Experience Honeycomb”), or via a hierarchical or pyramid approach in which more subjective, “higher level” goals of the user take precedence over simple objective measures of “usability” or basic functional aspects. We argue for the latter approach which recognizes that significant changes in online technology require the need to recognize a more complex understanding of how to effectively deliver on the user experience. The goal of this presentation is to provide practitioners with a framework for understanding the elements for creating meaningful experiences and provide specific examples for creating meaning in everyday interfaces.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Emerging a Content Strategy from User ResearchScott\ Bryant
Presented at UX Australia 2010.
http://www.uxaustralia.com.au/conference-2010/
Emerging a Content Strategy from User Research
http://www.uxaustralia.com.au/conference-2010/emerging-a-content-strategy-from-user-research
For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?
User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?
In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.
This presentation is a brief snapshot of global content marketing strategy and content planning. This helps in corporate communications and building effective content for messaging to audiences across countries and disciplines. The idea is to share concepts that can be applied in day to day work situations and find new ways to solve business problems in communication and content space.
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
These slides and embedded videos help professors teach social media marketing. This week's topic is social media and mobile marketing strategy planning. The Powerpoints take students through the content marketing process along with data and examples.
Checking in on 2014 Content Marketing Must-DosLinkedIn
At the start of the year, we wrote about “14 Content Marketing Must-Dos for 2014.” Now, we wanted to revisit these imperatives and take a pulse on marketers’ performance — are these key areas being sufficiently addressed by marketers? Have some must-dos already become table stakes, while others have been slower to become a priority?
After the session, you’ll understand:
• How forward-thinking marketers are embracing new practices
• How their goals and tactics may have changed as a result
• Which areas have seen notable improvements so far
• Which areas may present unaddressed opportunities
We hope you’re inspired to take a constructive look at your progress and assess any key areas of opportunity to keep in focus for the remainder of 2014.
Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #VividideasFresh Egg UK
Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
Erfahren Sie wie mit LinkedIn Lead Generiert und Ihre Zielgruppe effektiv angesprochen werden kann. Die Präsentation von LinkedIn gibt nützliche Tipps & Tricks für die Lead Generierung und hilft Ihnen bei der Entscheidungsfindung Ihrer Content Marketing Strategie.
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
Enterprises are still in the early stages of integrating content strategy as a discipline – into the marketing mix, operations, and technology. Multinationals face a more complex challenge: scaling content across borders, languages, cultures, and teams. This report by analyst Rebecca Lieb of Kaleido Insights examines related challenges and best practice recommendations.
Designing for meaningful_experiences_i_xda slideshareDavid Kozatch
Designers and usability practitioners take various approaches to understanding the user experience, including following established heuristics (Jakob Nielsen), looking at UX as being made up of various elements of equal importance (Peter Morville’s “User Experience Honeycomb”), or via a hierarchical or pyramid approach in which more subjective, “higher level” goals of the user take precedence over simple objective measures of “usability” or basic functional aspects. We argue for the latter approach which recognizes that significant changes in online technology require the need to recognize a more complex understanding of how to effectively deliver on the user experience. The goal of this presentation is to provide practitioners with a framework for understanding the elements for creating meaningful experiences and provide specific examples for creating meaning in everyday interfaces.
How to drive growth to your early stage startupViral Loops
This short presentation outlines the most important factors of getting traction the early days. It includes the basic principles, process and some actionable tips you can start implementing immediately.
Communication Framework for Change AgentsVAtWorkboard
Want to drive change in your organization? Learn how to win the hearts and minds of your audience. See how people do -- and don't -- respond to change, what motivates them personally and professionally. This Slide Share shows how to assess and understand your audience's perspective, then frame your message to match it to maximize your momentum.
Goal setting is both art and science. Goals should inspire, stretch and engage our teams; metrics should make it clear when goals are achieved. More importantly, they are an essential management and leadership tool: if your team doesn't know the goal, there is little chance they will achieve it! But defining goals that motivate, establishing clear metrics for success and keeping the team centered on achievement are the most difficult of management tasks.
The User Innovation case of Xbox Kinect is presented in brief following its history.
User initial hacks and the further SDK release converted Xbox Kinect from a entertainment interface to a customizable hi-tech sensor used in a wide range of scientific and technological applications.
Personas & Scenarios: tools for user and customer-centered innovation and mar...Claire-Juliette Beale
Introduction to Personas & Scenarios for the Product Development and Management Association by Claire-Juliette Beale, Chief Consultant, Innovate2market with Linda Daly, Consumer Optics Research Manager, Britax Child Safety. The presentation was followed by a hands-on case study not included here. The event was held in Charlotte, NC, June 18, 2009 (www.pdma.org/carolinas).
Presentation on how to translate your business plan into a profit & loss statement and a cash flow statement. Moreover, the presentations shows you how to determine the capital needs for your startup. All explained in an easy way! Author: Joris Kersten MSc BSc, Founder of Financeyourstartup.com (The Netherlands).
At Southern Utah University you are within half a day’s drive of 11 national parks, national monuments, and recreation areas, and within 100 miles of Zion National Park, Bryce Canyon National Park, Cedar Breaks National Monument, Grand Canyon National Park and the Pine View Mountains. This means you are never far from incredible wilderness experiences where you can practice the skills that are at the core of your Outdoor Recreation bachelor’s degree program.
Want to make the most out of your LinkedIn account? Our latest SlideShare will show you how to optimise your profile to gain contact and move up the career ladder.
Content Operations: Practical Guidance and Real World Examples to Scale Your ...Curata
A comprehensive guide to scaling content operations. Learn how to:
-Organize and align your teams around content marketing, including developing content marketing quotas based on results.
-Plan and execute long term, unified content campaigns to optimize content ROI.
-Develop a measurement process to directly credit content for lead generation, sales opportunities and revenue.
Pawan Deshpande, CEO of Curata, originally gave this presentation at Content Marketing World 2014.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Content strategy is the process of planning, creating, distributing, and measuring content to achieve specific marketing and business goals. In this Master Class, learn how to develop a strong strategy that guides your content to maximum business impact. During the session, you’ll uncover the power of a content portfolio and different types of content hubs. You’ll go beyond the basics in understanding the type of content that beats AI-generated content, attracts traffic, differentiates your brand, and drives audiences to action. And you’ll see why micro strategies can make all the difference in achieving content that unleashes growth for your business.
AddThis Webinar: Capturing Inbound Leads with Contributed ContentInfluence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join us as Charlie Reverte, vice president of website products at AddThis and Matt Kamp, director of strategic partnerships at Influence & Co. discuss how to optimize your marketing efforts, both on- and off-site.
It is a presentation on Content Marketing where each and every minute detail is being mentioned while one is into such part. It is a summarized study of it which will help you to understand it much more easily.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.
Blogging in the Age of Content SaturationDenamico Inc.
Lindsey Graff & Diane Kulseth of Denamico share their insights on content saturation and how to build a successful blogging strategy for companies in any industry.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
How to Create Content that is Engaging, Shareable and Delivers ROIInfluence and Co.
Learn all the secrets regarding how to create shareable, engaging content, as well as some compelling stats from our report "The State of Digital Media 2018" and NetLine's 2018 "State of B2B Content Consumption & Demand Report."
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
Similar to The Future of Content Marketing: How to Rise (and Stay!) Above the Noise (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
3. #ContentSuccess
Follow this webinar on Twitter
#ContentSuccess
Demand Gen Report: @DG_Report
Marketo: @Marketo
Maggie Jones: @magginejonezzz
Michael Gerard: @michaelgerard
4. #ContentSuccess
About Demand Gen Report
@DG_Report
http://linkd.in/DG_Specialists
• Launched in 2007 to track best practices in
lead generation
• Newsletter has grown to more than 26,000
readers
• We also offer a menu of research and best
practices reports
• New audio/video podcasts at
DemandGenReport.com
5. #ContentSuccess
The Changing Role of Content
• 70% of executives said they rely more
on content than they did a year ago
when research
• The majority of respondents have used
5 different content types when
researching
• 90% of executives feel overwhelmed
by the amount of content available
• 65% said they would like to see
vendors stop overloading content with
text-heavy pages
37. Content Marketing 2014
• What content marketing staff & process
changes will take place in 2014?
• What’s a best-in-class content marketing
mix?
• How can I better leverage technology?
37#ContentSuccess
38. State of Content Marketing:
“Full Steam Ahead!”...
38Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy
• Priorities: More leads, engage buyers, build
brand awareness
• Top challenges: More... staff, budget, content
• Investment – Increasing
• “30% of (2013) marketing budget spent on
content marketing.” - MarketingProfs and CMI
• “71% of marketers will increase content
marketing $ in 2014” – Curata
• Content – Increasing Production
• “73% of B2B content marketers are producing
more content than they did 1 year ago.”
- MarketingProfs and CMI
#ContentSuccess
39. But Be Careful Following the Herd
39#ContentSuccess
• Strategy: Work in process
• Investment: Blind ambition
• Content: Quantity is everything
40. Content Marketing 2014:
Organizational Changes
40
1. Hire a Content Marketing Lead
2. Build a Team
3. Align Internally
Ed Youngblood
Director of Content Strategy
Enterprise Group, Alcatel-Lucent
Noriko Morimoto
VP Brand and Content Marketing
Zipcar
#ContentSuccess
41. 41
Map out Your Content
Supply Chain
Drive Innovation in
Content Development
Align Content with
Buyers
Content Marketing 2014:
Process Changes
Content
Strategy
Content
Development
Asset
Development
Distribution
(publish,
promote)
Analysis
Content
Pyramid
Content Pyramid:
http://bit.ly/CMpyramid
#ContentSuccess
42. Content Marketing: The process for developing, executing and
delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
42
Syndicated Content
3rd party content published in
full form on your digital property
that has already been published
on another site.(paid or unpaid
model)
Created content
Original content authored on
behalf of your organization.
(internally or externally sourced)
Curated content
Portions of 3rd party content
published on your digital property
that have been contextualized
(e.g., annotated, commentary
added) for your audience.
Definition of Content Marketing
#ContentSuccess
43. Content Marketing Barriers to
Success
External: Most content
is in our own voice.
Buyers demand more.
Internal: “We can’t create
enough content every week!”
45. 45
What will the Content Marketing
Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created
Content
65%
Curated
Content
25%
Syndicated
Content
10%
0%
#ContentSuccessSource: Curata’s 2014 Content Marketing Tactics Planner
46. 46
“Content curation is when an individual (or team) consistently
finds, organizes, annotates and shares the most relevant and
highest quality digital content on a specific topic for their target
market.”
-Curata
Content Curation Defined
Curation 101 Webinar
http://bit.ly/curation101webinar
#ContentSuccess
47. Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your
commentary?
47#ContentSuccess
53. Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Add your own analyst insight
Create, curate, but
never pirate content.
53
For more ethics tips:
http://bit.ly/curataethicsebook
#ContentSuccess
55. The Content Marketing Tools
Universe
55
http://bit.ly/CurataGilbaneWrapPt1
#ContentSuccess
56. Content Marketing Priorities
in 2014?
• Do invest in content marketing. . . It’s not just a fad
• Build your team (internal and external)
• Develop a content workflow and mix
• Market your marketing!
• Measure, measure, measure
56
Don’t Forget, Content Marketing is an
Extension of Your Nurturing Process
#ContentSuccess
57. 57
Additional Resources
#ContentSuccess
eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News:
Content Curation Marketing Site
www.contentcurationmarketing.com
eBook: Content
Marketing Done Right:
Ethical Curation
eBook: Open & Shut
Case for Curation
Guide: Content
Curation Annotation
Methods
Email: marketing@curata.com Twitter: @GetCurata
LinkedIn Group: Content Curators
eBook: Stop Egocentric
Marketing: Content
Marketing Strategy
eBook: 2014 Content
Marketing Tactics
Planner
So, content marketing is in a really exciting place right now. As Michael at Curata (will talk/has talked) about, a lot of companies are still struggling to put together their optimal content marketing mix, and others are still struggling to even identify what content marketing is. But a lot of marketers are learning how to do content really well, and they’re starting to get very real buy-in from the higher ups, and the industry has really started to recognize content’s value.
But on the flip side of that, there’s a fair amount of uncertainty about where this all is going. People don’t want to invest in something that isn’t going to stick around, and there’s even some content marketing “detractors” out there – people who say this whole content thing is just a trend. And things change fast these days, so even people who really believe in content marketing feel a lot of pressure to stay on top of the latest developments and trends.
The good news is that myself and Michael Gerard from Curata are here to help you look into the future.
The bad news is that nobody can actually read the future.
Think about it: in 1999, only 32% of people in the US had cell phones. Today, it's 91%.Google has publicly updated its search algorithms more than 30 times since 2003.The way that marketers reach the public has COMPLETELY flipped on its head -- it used to be that sales was responsible for educating buyers; now it's all on marketing. Who could’ve predicted any of that?
All of which is to say that nobody knows what’s going to happen.
And I would argue that rather than making predictions about the future, we need to take a more measured, and measurable approach to the way that we do content.
So this might seem random, but If everyone can just bear with me for a second, I'm going to share a quick personal anecdote. When I was in college, like a lot of people, I was really unsure about what I was going to "be", what kind of job I'd be able to get. It seemed impossible to anticipate what kinds of jobs would be available or what kinds of skills I would need.
And this is what my dad told me: "The world is changing so fast, you'll probably end up doing a job that doesn't even EXIST yet." So instead of frantically trying to anticipate the exact skills I would need. I focused on getting good at what I was passionate about. I focused on the skills that I most enjoyed developing.
i think that the way marketers should think about content marketing -- about any marketing, really -- is that you can't predict how it’s going to change, so the best thing you can do is keep getting good at what you’re most passionate about.
When you factor in rapidly evolving technology, the changing nature of SEO, and the changing nature of the way people fundamentally buy and sell things, "content marketing in 2024 will take shapes and make use of technology that doesn't even EXIST yet."
And that means that the best we can all do, as marketers, is to figure out what our organizations are passionate about, and good at, and learn how to tell that story.
So how do you get good at telling your story, regardless of how technology changes, or how marketing changes, or how buying changes? First of all, you need to create content marketing processes that are incredibly agile, incredibly flexible, and above all, incredibly RESPONSIVE.
I’m single-ing out “responsive” here, because basically, the best way to figure out what’s going to work tomorrow is to figure out what’s working today – and to figure it out quickly and accurately enough to actually impact your strategy. And that’s where content metrics come in.
So content metrics can be thought about in a number of different ways, and the way you should measure how your content is performing depends entirely on what you’re trying to accomplish. At Marketo, we create a huge amount of content every month, and we’re always happy to share it, but the point of all this content is ultimately to move potential buyers through our sales funnel.
So that’s always what we’re measuring, and the results of those measurements are what we’re always responding to.
Another thing we do is divide our assets into Early, Mid, and Late stage content. Early stage content is for prospects who aren’t ready to buy our product – they might not even know what our product is. So these are educational materials that focuses on our core competency (marketing) but doesn’t explicitly plug our product. Mid stage content is meant for prospects who have shown some interest, and late stage content is very product-centric, designed for prospects who may be seriously researching our services. Dividing up your content in this way is a really critical part of our content measurement strategy, because it forces us to define what each piece of content is supposed to accomplish, which in turn makes it possible to measure that asset’s success.
Consumption metrics tell you how many people are reading or downloading your content. Total visits to a blog post or landing page,Number of unique visitors, Number of downloadsHow much time visitors spent on your siteBounce rate – the rate at which visitors left your site without interacting at all. This is really important for early stage metrics, because, as we’ve said, early stage content is all about helping you audience be educated and entertained. You can access these kinds of metrics with Google Analytics
Search engine rankings are all about how people find your content – again, this is an early stage issue, because at the earliest stage your audience might not even know who you are, so you’ve got to make sure they can find you. The days of keyword stuffing are over, but it’s keywords are still very important. The difference is that engines like Google notice whether or not your keywords actually match your audience’s complete intent. Basically, they’re looking to see whether you’re providing content that satisfies people who search for certain terms. If your audience indicates with their behavior that they’ve found what they’re looking for, you’ll rank highly for those keywords.
Vanity Metricstell you whether people are actively responding to your content once they check it out. These are called “vanity” metrics, but they’re actually pretty useful in the early stages, because they give you a good idea about the level of engagement a piece sparks, as well as how useful it is to the people you’re trying to reach.
And then finally we have Lead Generation Metrics, which shows you how many people who interact with your content move on to check out your mid-stage content, which as I’ve said, is Marketo’s primary goal for our content. This is one of those sets of metrics that you need something fairly sophisticated to track, such as marketing automation. If you do have marketing automation, you can combine details about when or how a piece of content is being consumed with what those leads are doing next.
When you’re dealing with people who are toward the middle of your funnel, that’s when you need to start tracking WHICH pieces of content got them there. Our early stage metrics were mostly about engagement and engagement, but once someone’s further along, you can start getting really useful data about which content is working best. You’ll start to notice that people don’t end usually up in that mid-stage area because of just ONE piece of content. They’ve probably been influenced by multiple things, so if you want to stay on top of what’s working and what isn’t, you need to track the influence of EVERY piece of content that person has been exposed to so far. That’s where you have to start thinking about First touch attribution versus multi-touch. First touch attribution goes to the FIRST piece of content someone engaged with in order to enter your site; but multi-touch tracks EVERY piece of influential content. If you want to keep optimizing your content, you need to know that kind of information.
So we talked about lead generation metrics for early stage prospects, where the question is about how leads your content pushes to the mid-stage of the funnel. So it’s probably obvious that once they’re in the mid-stage, your metrics should be telling you how many prospects get moved to the end of the funnel, where they can potentially become customers.
At the bottom of the funnel, customers are at the decision-making stage of their buying journey, fully engaged with your sales team. A marketing automation system that keeps track of multiple touches is ideal for this stage as well, and can help you and your sales team identify which leave-behinds, talking points memos, or product guides are working, and which ones need some time in the shipyard. You also need to partner with your sales team at this stage, because they are the ones using and distributing the content. How Sales tracks the content in CRM; how they’re using each asset; its effectiveness as a leave-behind or as emailed content; and what effect it is having in meetings and negotiations with customers.
So understanding how all of those metrics work, and how to actually look at those metrics, is what’s going to allow you to optimize your content, regardless of what the future of content marketing looks like.