Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love.
How can content marketing impact your marketing goals?
In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traf...MarketingSherpa
"Our customers … are really the best ambassadors …We want to make sure that we’re connecting with those people when they’re engaging in conversations online and make sure that we’re supporting them.”
– Shannon Hughes, Senior Director of Marketing, Udemy
MarketingSherpa reporters interview more than 250 marketers every year to find out what really works across marketing channels. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how leading brands connect with their customers using content marketing as part of a multichannel strategy based on lessons from:
Udemy’s 43% increase in mentions across social media channels
IBM’s 291% increase in social referral traffic
River Pools & Spas’ 80% conversion rate
MarketingExperiments’ 232% increase in blog traffic
And many more B-to-B and B-to-C case studies
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traf...MarketingSherpa
"Our customers … are really the best ambassadors …We want to make sure that we’re connecting with those people when they’re engaging in conversations online and make sure that we’re supporting them.”
– Shannon Hughes, Senior Director of Marketing, Udemy
MarketingSherpa reporters interview more than 250 marketers every year to find out what really works across marketing channels. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how leading brands connect with their customers using content marketing as part of a multichannel strategy based on lessons from:
Udemy’s 43% increase in mentions across social media channels
IBM’s 291% increase in social referral traffic
River Pools & Spas’ 80% conversion rate
MarketingExperiments’ 232% increase in blog traffic
And many more B-to-B and B-to-C case studies
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Content Marketing: A discussion about McGladrey's 300% increase in content pr...MarketingSherpa
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live.
Join Daniel Burstein, Director of Editorial Content, MECLABS, for a 30-minute interview with Eric Webb, Senior Marketing Director, Corporate Marketing and Brand, McGladrey. You’ll hear how Eric’s his team developed a content creation engine to drive increased thought leadership and lead generation.
They'll cover:
• How McGladrey increased its Web visits per month by 100%
• How Webb’s team created energy around content for subject-matter experts, who in turn, wanted to produce more content
• How writers' productivity tripled
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live, or view past webinars here: http://www.marketingsherpa.com/webinars
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.
Why your Content Marketing is Failing (and how to fix it) Gary DeAsi
View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them.
In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.
This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:
The 7 Step Content Marketing Process
1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics
2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives.
3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion.
4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results.
5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing
6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing.
7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
Watch this presentation and find information about a free classified website ebackpage wherein users can post their business ads and generate huge amount of leads.
Content Marketing: A discussion about McGladrey's 300% increase in content pr...MarketingSherpa
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live.
Join Daniel Burstein, Director of Editorial Content, MECLABS, for a 30-minute interview with Eric Webb, Senior Marketing Director, Corporate Marketing and Brand, McGladrey. You’ll hear how Eric’s his team developed a content creation engine to drive increased thought leadership and lead generation.
They'll cover:
• How McGladrey increased its Web visits per month by 100%
• How Webb’s team created energy around content for subject-matter experts, who in turn, wanted to produce more content
• How writers' productivity tripled
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live, or view past webinars here: http://www.marketingsherpa.com/webinars
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.
Why your Content Marketing is Failing (and how to fix it) Gary DeAsi
View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them.
In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.
This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:
The 7 Step Content Marketing Process
1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics
2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives.
3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion.
4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results.
5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing
6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing.
7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to tra...B2B Marketing
B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.
Watch this presentation and find information about a free classified website ebackpage wherein users can post their business ads and generate huge amount of leads.
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Building the Business Case for Content Marketing - #SPARK15TrackMaven
Content marketing is most powerful when the C-suite understands how it drives revenue and builds the brand. And, other teams within an organization also need to understand how content marketing helps meet business objectives so that these teams can contribute as well. Learn how to talk about content marketing in a language that executives and other stakeholders understand and embrace. This includes having the data to demonstrate impact, particularly when it comes to growing share of voice in the market relative to competitors.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
Content Marketing: How MarketingExperiments increased blog traffic by 232%MarketingSherpa
See the video replay here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic
Daniel Burstein offers an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces content. He shares research and how-to information about content marketing, as well as explaining how MarketingExperiments increased blog traffic by 232%.
Watch the entire presentation here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic
Access our other webinars:www.marketingsherpa.com/webinars
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
Discover how to revamp your B2B content marketing strategy to drive more sales-qualified leads. This is a no-frills tutorial dedicated to delivering actionable tips to grow a stronger pipeline with great content.
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...Influence and Co.
On Thursday, Feb. 21, at 12 p.m. CST, Natalie Stezovsky partnered with David Fortino, SVP of Audience and Product at NetLine, for a two-part webinar on how to create and optimize content based on where leads are in the buyer's journey and how you can ultimately shorten the span of that journey.
This deck covers:
The importance of sales enablement content
Content creation best practices
How to use content at each stage of the buyer’s journey
How to maximize opportunities that result from that content
How to accelerate the buyer’s journey from a single campaign
Welcome to our mini-site, "Unlocking Success: Content Marketing Examples Revealed." In the world of digital marketing, content is king, and successful content marketing campaigns are the industry's crown jewels. This mini-site is your key to understanding the ins and outs of content marketing through real-life examples and expert insights.
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
This slideshow covers the basics of content and content marketing to introduce B2B businesses to the benefits of working with inbound and content marketing.
In the presentation:
-Content
-Content production
-Content marketing
-Content marketing model
-Content for B2B markets
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
How to Develop an Effective Content Marketing StrategySilverTech
A content marketing strategy ensures that your business is always driving strategic proactive, short-term, and long-term content plans. In this 30-minute on-demand webinar, part of our Lead to Loyal series, learn how an effective strategy can change the way you attract new customers and drive new business.
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.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeed...MarketingSherpa
Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing.
In this session, you will learn from:
The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ perception of email
A selection of case studies MarketingSherpa has chosen from hundreds of submissions to represent inspirational stories of customer-first email marketing, including Dell, Ebates, DonorsChoose, SCI Solutions, and Health Catalyst
What Do Customers Want? - Daniel Burstein presentation for Integrated Market...MarketingSherpa
Join us as we present this session LIVE at the Integrated Marketing Virtual Conference! Thursday, June 23, 2016 at 11:10 am EST.
http://bit.ly/28LRz7c
Two questions are crucial to every marketer’s success – how well do you know your target customers? And is customer intimacy at the forefront of your marketing campaign?
In this session, Daniel Burstein, director of editorial content, MarketingSherpa, shares what the marketing publication has discovered about customer-centric marketing. You will:
•Learn results of research with 2,021 consumers and 455 marketers to discover disconnects between what channels and marketing techniques customers prefer from brands … and what marketers are actually doing
•Discover ways to unveil customer insights with resources you may already have, with examples from case studies with CNET, Marriott, HomeAdvisor, WeddingWire and flash sale site Doggyloot
•Get inspired to craft customer interactions that end with a win-win – happy customers and better bottom-line results.
Learn from the case studies and research, get your questions answered, and have a little bit of fun while doing it.
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
The MarketingSherpa blog post "How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template)" includes a few tips for presenting your campaign, in addition to marketing and advertising ideas to help you win budget, resources and approval. Read the full post at http://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/.
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...MarketingSherpa
Do you feel like you’ve tried just about every type of design and copy and still aren’t seeing results? What can you do to completely challenge your testing paradigm? Is it possible to leverage qualitative feedback to produce quantitative results? If so, how?
At Email Summit 2015, we brought these challenges from one of your peers – the marketers at LifeWay – to the entire audience of Marketers at Summit. This experienced peer group provided suggestions for improving LifeWay’s email marketing.
The team from MECLABS, MarketingSherpa’s parent research institute, then worked with LifeWay to test this qualitiatve feedback and will present key lessons learned from this experimentation during this unique live event we’ve dubbed a MarketingSherpa Web clinic.
Omni-channel Marketing: Optimizing digital content efforts to maximize growth...MarketingSherpa
In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.
Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.
How Whirlpool Took a 180-Degree Turn with Just One TestMarketingSherpa
“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said.
In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign.
Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal.
You will discover how:
• Mender overcame initial skepticism to move to a “less is more” approach.
• The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.”
• One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.
Visual Storyteller Job Opening: Is the next step in your career a Visual Stor...MarketingSherpa
Are you looking for a work environment where you can get your hands dirty and figure out what you do best?
If so, you could be a good fit for MECLABS…
Are you ready to:
Make a real difference for some of the world's leading organizations?
Expand your talent and intelligence with the world's foremost thought-leaders in sales and
marketing optimization?
Stand on the front lines of business success by helping the best in business do even better?
Ensure your professional dreams come true with an organization where learning is the highest objective?
If so, then you're ready for MECLABS!
As a Content Presentation Specialist, you will merge your story telling abilities with your eye for visual design by owning the support of all MECLABS presentations. You’ll be the go-to authority to help colleagues and thought leaders share their stories through:
• Editing presentation copy and repurposing content into a visual story.
• Insuring consistent methodology by being a gatekeeper for all MECLABS public presentations.
• Collaborating with Marketing to ensure consistent brand guidelines are adhered to in presentations.
• Creating visual elements for presentation design inside and outside of presentation tools.
• Supporting content such as:
• MarketingSherpa webinar presentations
• Live events (i.e., MECLABS Summits)
• MarketingSherpa Benchmark Reports (BMR)
• Staying informed and up to date on presentation technology and current trends.
• Providing logistical support for webinars.
• Managing and owning the MECLABS presentation library.
We’re ready for you if you have this experience and education:
• Bachelor’s degree in Journalism, Marketing, or a related field.
• Demonstrated ability to handle multiple tasks and extremely detail oriented.
• Demonstrated proficiency in the MS Office Suite.
• Advanced proficiency in MS Power point and Word.
• Exceptional communication skills, both verbal and written.
It would be a bonus if you had:
•Working knowledge or proficiency in graphic design software: InDesign, Photoshop, etc.
In addition to building your brightest future at MECLABS, you'll receive benefits like:
• A starting salary commensurate with overall qualifications including experience, education and meeting identified job profile
• A creative, fun work environment just five minutes from the beach
• Continuous professional development through mentorships and training courses
• Comprehensive health and dental insurance plans
• Company-paid short-term and long-term disability plans
• A generous Paid Time Off plan (PTO)
• Advancement opportunities
• Employee referral bonus program
Apply at http://www.meclabs.com/careers
How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail an...MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers and decision-makers at a fraction of the cost of traditional direct mail campaigns.
Join Daniel Burstein, Director of Editorial Content, MECLABS, and Bob Birge, Marketing Director, Blue Pillar, as they discuss how to:
• Create and design physical, dimensional mailers to coincide with email campaigns
• Stand out in a typically red ocean environment
• Create real brand awareness at a cost that would make even the most frugal companies blush
• Conduct a campaign that delivers high-level qualified lead opportunities into the sales pipeline
• Make a serious impact for your company with minimal time and financial investment
• Raise your batting average significantly by using proven, age-old traditional marketing practices in today’s crowded, tech-driven environment
This presentation is provided courtesy of Oracle Eloqua
Social Media Marketing: How a retailer increased Facebook reach 366%MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch.
Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans.
What resulted was a campaign that surpassed what Catlett was expecting to see.
Email Summit 2014: Top takeaways from this year's award winning campaignsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2014 sessions.
In this MarketingSherpa webinar, sponsored by ExactTarget, we present the most valuable content from more than 20 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Manager of Editorial Content, both of MECLABS, present an in-depth recap of Email Summit 2014 to get ahead of your competition this year.
Marketing Automation: Key insights from a Best in Show lead generation campai...MarketingSherpa
In marketing, generating leads is only as good as the process that caters to them. The complex decision making process can easily turn traditional batch and blast techniques into a clumsy and inefficient strategy.
In this webinar, join Daniel Burstein, Director of Editorial Content, MECLABS, and Byron O'Dell, Senior Director of Demand Management, IHS, as they show you:
• How to overcome three key challenges to craft campaigns that are targeted and triggered
• How the IHS team generated a 1,112% higher clickthrough rate
• A culture change toward a true content flow
• An inside look at how IHS customized the campaign to accommodate up to seven buyer personas for a more personal messaging strategy
This campaign earned a Best in Show award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.
Multichannel Marketing: How to leverage the zombie apocalypse for an award wi...MarketingSherpa
In this MarketingSherpa webinar, you’ll discover how SunGard Availability Services took a popular media and cultural theme and turned it into a campaign that increased engagement with a target audience meeting very specific criteria, and even included a successful retargeting element in the campaign as well.
Join Daniel Burstein, Director of Editorial Content, MECLABS, and Christine Nurnberger, Vice President of Marketing, SunGard Availability Services, as they share a campaign that earned a Connect and Integrate award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.
Join our Pamela Markey, Senior Director of Marketing and Daniel Burstein, Director of Editorial Content, both of MECLABS, as they revisit all of the major marketing themes throughout the 2013 calendar year.
They'll cover top takeaways to help you:
• Use social media to relate to your customers
• Produce content within your everyday company cycle
• Cement a customer-centric strategy
• Use testing to improve and optimize
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The recording of this webinar will be available Thursday, November 19th at:
http://bit.ly/17JesOC
Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?
Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.
To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels
Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events.
This event is sponsored by Act-On.
B2B Social Media Marketing: A successful LinkedIn InMail strategyMarketingSherpa
Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.
Best in Show: Top takeaways from Lead Gen Summit 2013MarketingSherpa
You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco.
Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification.
This presentation has been made possible thanks to Oracle Eloqua.
See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. ?
Content marketing is a technique of creating and distributing
valuable, relevant and consistent content to attract and acquire
a clearly defined audience – with the objective of driving
profitable customer action.
http://bit.ly/1djEYBf
What is content marketing?
11. About the MECLABS Institute
MECLABS is a research institute focused on discovering what really works in marketing.
We conduct real-world experiments with companies around the world to understand why
people say “yes”.
Our scientific approach provides the basis for education and training resources that help
create exceptional, customer-centric marketing organizations.
32. Above all else, content marketing should be:
(Mostly) free (Mostly) non-promotional
Helpful Educational
Shareable
33. Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Trade Shows
SEO
Optimization
PPC
Webinars
Email
Marketing
CONTENT
0% 40%10% 20% 30%
10%
20%
30%
DEGREEOFDIFFICULTY
LEVEL OF EFFECTIVENESS
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa
Content Callout:
Content: there is no
easy button.
-Scott Abel
Content Strategist
41. Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition
42. The value proposition
http://www.meclabs.com/methodology
Content Callout:
Treat your content
like a product.
-Drew Davis
Brandscaping
1
3
2
Question: If I am your ideal customer, why
should I engage with your content rather than
any of your competitors’ content?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary
Value
Proposition
Conversion steps
associated with a
specific product
PRODUCT
#2
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
45. But this…
Not this…
Orientatio
n
Small form
Single CTATestimonial
Quantifier
Start Rate
Conversion
Rate
Control 0.73% 0.73%
Treatment – Optimized 10.37% 4.76%
Relative Difference 1,312% 548%
Increase in conversion
Selling free content on the registration page
increased conversion rate by 548%
548%
Even “free” offers require a conversion
52. How to identify your story
Every customer wants two things:
Eliminate
the negative
Accentuate
the positive
Content Callout:
Content is anything
that adds value to
the reader's life.
-Avinash Kaushik
Google
53. Help women identify new beauty trends
Facebook
395,440 likes
842 people talking about this
Twitter
782K followers
Company: Beautylish
Industry: Beauty
Project: Brand journalism
http://bit.ly/18PBt4s
54. Help people learn about wine
154% lift in organic traffic
50% increase in monthly
email opt-ins
153,535 Facebook likes
Company: Wine Enthusiast
Industry: Wine retailer
Campaign: Product education
http://bit.ly/1tjGlqm
55. Help marketers improve their ecommerce efforts
Help ecommerce
marketers see where
they stand, and
insights for
improvement.
Company: MarketingSherpa
Product: Ecommerce Success Score Survey
http://bit.ly/1vx8P2k
56. Help people learn about big data
291% increase in social referral
traffic
151% increase in organic search
269% increase in average time
spent on the website
Company: IBM
Industry: Data
Campaign: Content to help people understand big data and analytics
http://bit.ly/1f5DQqH
57. Focus on the audience and the message …
NOT THE
MEDIUMContent Callout:
Content marketing is all
about telling a
compelling story.
-Joe Pulizzi
Content Marketing Institute
60. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
61. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
73. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing…
Email marketing
Content marketing
SEO
Social media
Website…
Increase greatly Increase slightly No change
62% Increase
74. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
79. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content
82. Real content
marketing adds
value for the
customer, no
matter the topic
http://bit.ly/19zX8k4
Content Callout:
Be the best answer.
-Lee Odden
TopRank Marketing
83. Top takeaways
Sell your “free” content
Tell your story
Stop at nothing
Content Callout:
Content isn't King; it's the Kingdom.
-Lee Odden
TopRank Marketing
86. Additional Resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/
Selling Free Content: Why Seth Godin never gives anything away for free
http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html
Content Marketing and SEO: The world doesn’t need another blog post
http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/
Content Marketing: 3 tips for how to get started
http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/
Editor's Notes
Welcome to the Content Marketing Institute (CMI) where our mission is to advance the practice of content marketing.
While the site is full of practical, how-to guidance, you’ll also find insight and advice from the experts, and an active community for discussing the latest news, information, and advances that are moving the industry forward.
Yes! Consumers have simply shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Social media is content marketing. In social media, you can post promotions, you can post customer service things, and you can also post content…
Intro: Content Operations Manager, as Dan said before what content marketing is. My job is to help create those project plans and process flows that help our team distributing that valuable content for our audience
Video is a fundamental part of every content marketing strategy.
How would you describe red bull as a company?
They provide content for their audience even though it is not about their physical product. Instead they are using content marketing to bring their customers to the front in an intense way. They focus on sports, culture, and lifestyle of it’s adventurous drinkers through their magazine, The Red Bulletin and broadcasting live events and stories through Red Bull TV.
Easy way to publish entertaining information for their audience, it’s all about getting your subject matter out there. Blogs increase user interactivity with comments and links.
Visual content marketing, keep audience engaged when words just aren’t enough
A white paper is a type of report that is distinctive in terms of purpose, audience, and organization. Its purpose is to advocate a certain position is the best way to go or that a certain solution is best of a particular problem
Who uses it? Software companies or companies who are making a large purchase
Web-based seminar, that could be a presentation or lecture transmitted over the Web using video conferencing software. We offer monthly webinars to our MarketingExperiments audience marketing managers as a way to give, receive, and discuss valuable information
See what others are doing by reading in-depth case studies to walk through the process organizations are using to get better results
Graphic visual representations of information. They present complex information quickly and clearly
Now I just showed different types and now we’ll go over putting those into a content marketing strategy
Econsultancy created this periodic table of content marketing that is an overview of the key elements of content marketing. The first step is developing the strategy, which is the fundamental key to success.
Next, figure out the format…there are so many different styles to choose from. Which ones will help support your idea? Article, Game, or Ebook.
Then, think about the content types that will appeal to your brand and audience. Do your research? ‘How-to’, checklists, survey
Next, share your content on your site and other relatable social media platforms….blog, vine, pinterest
Now raise your hand if you are anything like me and you want to see that people are looking at your work. Here is where you track your content like key metrics, like page views or number of downloads
With everything you want to ensure that your content is supporting your primary goals. Specific engagement with social shares or increase in website traffic
When you are sharing, you want your readers to feel something and want to respond, so think about triggers for sharing content are you trying to evoke. Shock, funny, or uplifting
Finally, double check your work. Have it edited, make sure it’s optimized, and invite feedback. Tone of voice/brand guidelines – instagram, does the image and the caption match the tone that your audience expects?
So when you put it all together
Main points
In our research from marketers around the world, we asked them about what types of marketing are most effective, and also their difficulty. Content was very high with effectiveness, but im sure as you can imagine, it’s difficult as well to pull the resources to put together great content. You need writers, editors, IT support for the websites, social media plug ins and people to promote content. It takes a lot of time and resources to get it right. But, with that said, it’s a very effective tactic to reach targeted audiences, and get them aware of your brand
So you may be thinking, OK, increases to blog traffic and engagement are great. But what does this mean for a business? Why should they do this?
ZAGG is a mobile device accessory provider, I’ve seen their products at Best Buy. They aren’t afraid to post about their products, the only caveatt here is that it has to be something interesting or new to say, something that helps people make a purchasing decision.
They started the blog in 2011, and though driving traffic to it vis social sharing, they have seen a 172% return on investment from direct sales.
I’ve been talking a lot about consumer brands, but this works for the B2B sector as well. Take McGladrey, you probably have not heard of them.
They are the fifth largest assurance, tax and consulting firm globally, and they spend 60% of their marketing focus on content.
Having great content is one thing, so how do you use it to your advantage, and present it ina way that will help customers but also lead to sales.
Here’s a great example of one marketer that sells pools. Normally, they would send out an email confirming an appointment for them to come out and give a consultation.
This works fine, but they wanted to help customers further to help them make a decision. This goes even if the content helps them not decide to buy. Its very transparent, and helps them make their decision no matter the outcome.
As a result of sharing their articles and posts related on buying pools, he found that overall, if a potential customer sees 30 articles, they are 80% likely to convert.
SO we’ve shared some successful examples, but what can you learn from this research? What can you learn from our own case study of how we increased blog traffic 232%?
It starts with one thing: you must sell. Not just products, but you need to sell your free content.
It’s not enough to provide free content, and hope people eat it up. You need to sell it, just like any other product. Nothing in life is free. Here on campus, I’m sure you see events or meeting where they have free pizza or cookies or something, but it’s always to get you to attend a club meeting or join a group. You’re paying with your valuable time. You could be studying or hanging out with friends, but you’re here at a meeting for a club perhaps because of the allure of free food.
Same goes for free content. People are weighing not monetary costs, but costs in time. Is this content pertaining to me efforts? If it is, is it useful? Llike the content youre seeing today, it was presented in a free 30 minute webinar. That’s a long time for someone to stop their work, and focus on what we have to say for that long. You must balance the value of what you have with the mental costs. Every action requires a value proposition…meaning
For every piece of content, you need to answer questions like “why should my target customer read this blog post, instead of any other blog post?” or “attend this webinar, instead of any other webinar:
You have to look at the value of the content being produced.
For a lot of free content out there, you must enter in your information to get access. You cannot simply put out a piece of content and expect people to come running just because it’s free. You need to sell it. This is a B2B company, looking for people to sign up and try their free demo. There’s not much value on the page. Why should people take the time to fill in this form. It’s not clear.
They tweaked their messaging. They added a big blue banner that explained what the product did, why it would be useful with the “cut your work load up to 64%,” and added a testimonial of their customers. There was a smaller form and a clear CTA to get FREE access.
So, let’s dive into how we applied this knowledge to our own MarketingExperiments blog. We encourage our readers to interact with our content, not just through social sharing, but also commenting on what we talk about and sharing their own insights. This appears at the bottom of every post, and you can see the button says “Submit Comment”
We have taught many times through our free webinars and our research that submit is a bad word. You are demanding something from people. SUBMIT TO US!
One of our readers knew this, and asked
Hey, you should set up a test, and see if maybe changing the button copy will engage more people. Be more inviting and ask them to share their thoughts.
Well, we did. We set up an A/b split test. Half of the people seeing blog posts on the site would see the normal, Submit comment button, and the other half saw “join the conversation”
And for this, we saw an increase in the number of comments for a blog post,
Which translates into a 34% increase in people commenting and talking with us and their peers.
The next part in a successful content marketing strategy relies on you telling your story. What kind of content can your company offer that will be helpful and valuable to your audience?
Sells beauty products and makeup online, publishes content on how to use products to their full potential
In 2011
Teaching people about wine pairings, types of wine, buying guides, videos, reviews, ratings, best of lists
Help them overcome challenges, too. This is a special tool we created that was a short survey that told marketers their unique success score, and provided ways to improve it with our content.
Big data and analytics is a huge topic for marketers, and there’s a lot of information they may not know about it. IBM has a Content Hub with all kinds of useful content to help marketers understand the world of analytics.
In these examples, you saw YouTube, Facebook, Instagram, tools, articles… the key is to focus on understanding how to give your audience the valuable content they want with a good message, and let the medium come into play later. When they started, they might not have known that they would be using a certain channel. In the beginning, it’s all about finding what you want to say, and then how you want to say it.
And finally, the last piece of successful content marketing is to stop at nothing.
We hear all kinds of challenges from marketers when it comes to content marketing…as an Operations Manager, I plan ahead to make sure that our team has enough time padded for rounds of review and editing. No one thinks they have time, but you have to define what your priorities are. You can always repurpose your content
Selling free content must be valuable. Take for instance our event presentations that run about 30 minutes long, which is a BIG commitment.
Set up repurposing content – platforms, formats,
add the case study to a book, complied of case-studies
Present the case study live on stage at an event
Write a blog post on the live presentation
Create a full replay from the presentation
From the full presentation, we feature a specific part with excerpt on YouTube
Write a blog post on the excerpt focusing on a specific portion of the presentation
Tweet the all of the case study, blog post, etc. - one platform for all of the formats
Feature the excerpt in a newsletter
Make the slides available for download
1 case study we created various types of content, reaches different audience
Traffic manager the process on the blog posts and publishing the formats
But in reality, the only way to do content marketing is make it free. We saw that 62% of markers are increasing their marketing budgets projected from our research. More and more marketers are looking to allocate more time and resources into content marketing. Companies need resources in order to get the job done well.
Content Marketing is an investment. You have to gather resources to help produce
The second barrier is hearing that we don’t want to give away this content for free. Sure completely understandable, but you should think of the cost vs. benefits
There are other values to gain besides just money
In the end, you pay with help, and you gain their trust. Even if they aren’t ready to buy your products yet, they’ll come back to you again and again if you can produce that valuable content that is beneficial to them
Internal examples: Last year we partnered with Magento, an eCommerce platform, create The MarketingSherpa Ecommerce Benchmark study. Magento provided the research grant for us to conduct the survey and allow marketers the free download of the 95-chart publication.
Do research on this and let us know, shared with their customers, they won’t independent without them, wanted to share, building the trust.
Here is an example of the opposite of content marketing. GM spent $4.2 billion on traditional way of product promotion.
Interruption marketing – promoting a product through continued advertising, promotions, and sales. TV ads and banner ads.
They are paying someone else to show their content (small segment) when they can pay to make their own (invest in something more interesting for their audience). Why be a page in the magazine when you can be the entire magazine (rephrase)
Recently bought a car, I went straight to searching for free content than looking at the ads that they advertised. Not a cent went to my decision. It was the free content.
We’ve worked hard to get where we are, why should we give our valuable process away so quickly.
Too much protection can kill a market, focus on new innovation over old
Businesses have the greatest opportunity to utilize content marketing and reveal the heart and soul of their company to build meaningful relationships with their customers. Have the ability to promote their expertise and establish themselves as the leader in their field.
Raise your hand if you have had trouble with Comcast. I’ve had on-demand for almost a year and haven’t been able to use it for 6 months. They are pushing commercials, sending emails, and sending fliers, but no one is fixing common issues like mine.
When I googled the issue, I found more people writing blogs on the issue than actual forums from Comcast. This is an example of how content can hurt you.
Companies don’t want to admit that they have a problem, but you can’t say what you have, if you don’t show it
So who likes McDonalds? Do you know what their secret is?
Through content marketing, many businesses are opening their doors and lifting up the dark curtains, giving the world a bird’s eye view inside the operations of their organization.
Even McDonald’s are literally revealing their secret sauce, and people love them for it! In fact, McDonald’s Canada (why not the U.S. site hmmmm?) encourages consumers to ask ANY question and they will answer it right on their website!
In the end your competition already has the formula. We are in the modern age where the truth always surfaces eventually.
Back to the example with river pools, Marcus knows that sharing content, even if maybe that content leads to his prospects going to a competitor if River Pools isn’t the best fit for them, that’s OK. They are still getting new business from clients and those that interact with him had a positive experience, and will continue to look to his brand for content. Maybe in the future, they’ll come back to River Pools.
Investment and big decision. Answered all the questions that people are afraid to answer. Google search his way the site that cam up