1. The document discusses best practices for developing content that drives results based on Veracode's content marketing journey. It outlines their process for planning integrated marketing campaigns, creating different types of content, and measuring results.
2. Key lessons included taking a buyer-focused approach, creating content with a clear purpose, breaking down silos between marketing teams, and being creative with marketing processes.
3. An example campaign highlighted the development of a gated report along with supporting content, sales assets, and promotion strategies that led to increased engagement and sales opportunities.
Case Study: Content Strategy for Enterprise Software Development HouseNicola Ray
This case study talks about how Modern helped one of our customers map, adapt and shatter their content in order to more effectively distribute the relevant content to the relevant stakeholders.
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
Influencer Marketing Trends & Best Practices 2018Content4Demand
Influencer marketing was one of the biggest marketing trends of 2017 and is showing no signs of slowing down in 2018. Successful influencer marketing requires a strategy and careful planning in order to be successful.
Content4Demand, a content creation and content strategy agency, walks through influencer marketing best practices and how it ties into your larger digital strategy. Content4Demand Vice President of Strategy, Dana Harder, and Director of Marketing, Steve Voith, share actual client examples of influencer marketing and weigh in on the most common myths and critical realities of the practice. Viewers will learn:
● The real definition of successful influencer marketing
● See different types of influencer campaign models and approaches (through actual client content samples)
● Common myths (and realities) of influencer marketing strategy
Personalization: Content Strategy at its Finest - Content Strategy New Englan...AvenueCX
The same rules that apply to formulating a robust content strategy framework apply to personalization. Strong personalization not only requires a robust content strategy, it is an aspect of content strategy. Kevin Nichols examines some considerations a content strategist must think about for personalized content.
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
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
Case Study: Content Strategy for Enterprise Software Development HouseNicola Ray
This case study talks about how Modern helped one of our customers map, adapt and shatter their content in order to more effectively distribute the relevant content to the relevant stakeholders.
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
Influencer Marketing Trends & Best Practices 2018Content4Demand
Influencer marketing was one of the biggest marketing trends of 2017 and is showing no signs of slowing down in 2018. Successful influencer marketing requires a strategy and careful planning in order to be successful.
Content4Demand, a content creation and content strategy agency, walks through influencer marketing best practices and how it ties into your larger digital strategy. Content4Demand Vice President of Strategy, Dana Harder, and Director of Marketing, Steve Voith, share actual client examples of influencer marketing and weigh in on the most common myths and critical realities of the practice. Viewers will learn:
● The real definition of successful influencer marketing
● See different types of influencer campaign models and approaches (through actual client content samples)
● Common myths (and realities) of influencer marketing strategy
Personalization: Content Strategy at its Finest - Content Strategy New Englan...AvenueCX
The same rules that apply to formulating a robust content strategy framework apply to personalization. Strong personalization not only requires a robust content strategy, it is an aspect of content strategy. Kevin Nichols examines some considerations a content strategist must think about for personalized content.
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
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
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
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
My presentation of Content Strategy and Content Strategist responsibilities to the team of the Division Director of The Creative Group, a Robert Half company. The team was made up of 40+ Account Managers and Recruiters from TCG across the country. Note: When I give a presentation, I don't read my slides. I have an entirely separate script prepared with additional information, and real life examples, to go with each and every slide.
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.
While 64% of marketers rate email marketing as the most effective channel and 57% planning to increase their email marketing budget this year, most marketers still see open rates and click through rates dropping.
To help you rock your email marketing performance, we came up with the email marketing maturity model that includes 6 simple steps.
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLinkedIn
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Content that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
B2BMX Lunch & Learn: A Game Plan for Influencer MarketingContent4Demand
Influencer marketing was one of the biggest marketing trends of 2017 and is showing no signs of slowing down in 2018. Yet successful influencer marketing requires a strategy and careful planning in order to be successful.
Join Content4Demand, a content creation and content strategy agency, for a hands-on session breaking down influencer marketing best practices and use cases. Content4Demand Director of Marketing, Steve Voith, will share actual client examples of influencer marketing and weigh in on how B2B marketers can start fueling content using outside influencers. Participants will:
● See different types of influencer campaign models and approaches (through actual client content samples)
● Get tips for adding credibility to their content and campaigns
● Understand the dos and don'ts for successful influencer engagement
Identifying Speakers and Topics that Generate AudienceMorgan Cantrell
Finding compelling and timely presentations for your online events is critical in building brand credibility as well as drawing an engaged audience. Whether you run your own events, sponsor other online events or manage an event channel through which you present webcasts, finding great speakers who can deliver on topics that are of specific interest raises the quantity and quality of your audience. There are multiple techniques that marketers can utilize to choose themes and titles to identify timely presentation topics and speakers. Finding timely topics is an art which we have developed based on our experience and these techniques can be utilized to make you more effective in programming your online event programs.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
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.
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.
Live Webinar: Creating a Winning Content Strategy for Sponsored UpdatesLinkedIn
One of the great things about LinkedIn Sponsored Updates is that there’s always fresh data on what’s resonating with audiences and what’s not. Whether you’re new to Sponsored Updates or just looking for a quick refresher, you’ll come away from this session with the very latest insights—plus strategies you can put into practice right away.
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Updates that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Evolving How We Measure Digital Success in Higher EdMediacurrent
It's apparent that the future of higher education isn't "business as usual." Many students are forgoing education for the time being or choosing online courses over taking classes in a traditional, physical environment.
In this webinar, we partner with Siteimprove to share how higher ed institutions are shifting how they're measuring success.
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
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
My presentation of Content Strategy and Content Strategist responsibilities to the team of the Division Director of The Creative Group, a Robert Half company. The team was made up of 40+ Account Managers and Recruiters from TCG across the country. Note: When I give a presentation, I don't read my slides. I have an entirely separate script prepared with additional information, and real life examples, to go with each and every slide.
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.
While 64% of marketers rate email marketing as the most effective channel and 57% planning to increase their email marketing budget this year, most marketers still see open rates and click through rates dropping.
To help you rock your email marketing performance, we came up with the email marketing maturity model that includes 6 simple steps.
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLinkedIn
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Content that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
B2BMX Lunch & Learn: A Game Plan for Influencer MarketingContent4Demand
Influencer marketing was one of the biggest marketing trends of 2017 and is showing no signs of slowing down in 2018. Yet successful influencer marketing requires a strategy and careful planning in order to be successful.
Join Content4Demand, a content creation and content strategy agency, for a hands-on session breaking down influencer marketing best practices and use cases. Content4Demand Director of Marketing, Steve Voith, will share actual client examples of influencer marketing and weigh in on how B2B marketers can start fueling content using outside influencers. Participants will:
● See different types of influencer campaign models and approaches (through actual client content samples)
● Get tips for adding credibility to their content and campaigns
● Understand the dos and don'ts for successful influencer engagement
Identifying Speakers and Topics that Generate AudienceMorgan Cantrell
Finding compelling and timely presentations for your online events is critical in building brand credibility as well as drawing an engaged audience. Whether you run your own events, sponsor other online events or manage an event channel through which you present webcasts, finding great speakers who can deliver on topics that are of specific interest raises the quantity and quality of your audience. There are multiple techniques that marketers can utilize to choose themes and titles to identify timely presentation topics and speakers. Finding timely topics is an art which we have developed based on our experience and these techniques can be utilized to make you more effective in programming your online event programs.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
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.
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.
Live Webinar: Creating a Winning Content Strategy for Sponsored UpdatesLinkedIn
One of the great things about LinkedIn Sponsored Updates is that there’s always fresh data on what’s resonating with audiences and what’s not. Whether you’re new to Sponsored Updates or just looking for a quick refresher, you’ll come away from this session with the very latest insights—plus strategies you can put into practice right away.
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Updates that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Evolving How We Measure Digital Success in Higher EdMediacurrent
It's apparent that the future of higher education isn't "business as usual." Many students are forgoing education for the time being or choosing online courses over taking classes in a traditional, physical environment.
In this webinar, we partner with Siteimprove to share how higher ed institutions are shifting how they're measuring success.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
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.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Content Driven Marketing as the strategic source of competitive advantage – V...B2B Marketing Forum
Retail and B2B markets are under constant pressure of commoditization. How to cut through the clutter? By now smart marketing professionals have figured out that relevant, proprietary content is the key source of long term competitive advantage for the company. But how to get your colleagues and senior management aligned behind this thought? What is the preferable role of senior management and which troubles does one face in the process? What are the do’s and dont’s?
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
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.
Fex 150422 - sm - driving customer centricity in a b2 b organisation - rob ...Flevum
Sales & Marketing | Driving customer centricity in a B2B organisation
Spreker: Rob den Rooijen, Program Manager Digital Marketing & Sales | DSM Excellence in Marketing & Sales
Rob den Rooijen geeft een presentatie over customer centricity en zal aan de hand van een aantal stellingen een discussie voeren met de deelnemers. Tijdens de presentatie zal Rob uitleggen waarom DSM customer centricity toepast en welke uitdagingen DSM als wereldwijd bedrijf daarbij tegenkomt.
Onderwerpen die aan de orde komen zijn veranderend klantgedrag in complexe waardeketens, customer journey design, het creëren van een uniforme & geïntegreerde klantbeleving en het veranderen van de mindset bij marketing & sales professionals.
Rob laat zien welke methodes DSM hanteert en wat de ervaringen zijn die tijdens de customer centricity projecten zijn opgedaan. De focus zal liggen op het toepassen van digitale verbeterinitiatieven.
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
2. 2
Content4Demand is a B2B agency specializing in…
Buyer-Focused Strategy and Content Agency
Content Creation for Every Stage of the Buyer’s Journey:
Supporting Lead Gen and Conversion with Early, Middle, Late, Customer
Onboarding and Customer Life Cycle Management
Campaign Strategy: Ideation, Planning, Execution & Measurement
Operationalizing SiriusDecisions Frameworks & Models
3. CONTENT4DEMAND 3
Today’s Speaker:
Jessica Lavery
• Sr. Manager of Content & Corporate
Communications
• Background in corporate
communication & public relations
• I play the trumpet and ride horses!
JESSICA LAVERY
Sr. Manager of Content & Corporate Communications
@jlavepoze
4. CONTENT4DEMAND 4
Veracode is leading the charge to extend
application security throughout the
entire software lifecycle.
We enable secure DevOps by seamlessly
integrating into development processes
to ensure secure code is synonymous
with quality code. Only then will
enterprises be able to thrive in the
digital economy.
5. 5
Today’s Discussion
• The Content Marketing
Landscape
• Veracode’s Content
Journey
• 5 Best Practices
• Case Study Example
Veracode’s
5 Best Practices for
Developing Content that
Drives Results
7. 7
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Buyers continue rely heavily on content…
8. 8
What’s changing is the type of content buyers crave…
87%prefer
more interactive &
visual content,
accessible on-demand
86%
want
mobile-optimized
content
92%
prefer shorter
formats
Source: 2017 Content Preferences Survey Report, Demand Gen Report
9. 9
Not all content is created equally…
Source: 2016 Content Preferences Survey Report, DemandGen Report
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Your buyers have specific needs…
10. 10
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Consider the message they need to hear…
11. 11
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Consider their format preferences…
12. 12
Measurement is
becoming a
big(ger) deal
89%
of marketers ranked
improving the ability to
measure and analyze
marketing impact as a
top priority.
Source: 2017 Demand Generation Benchmark Survey Report, Demand Gen Report
13. 13
But many
companies still
don’t have the
chops…
…only 46%
of marketers are actively
measuring campaign
attribution and influence
Source: 2017 Content Preferences Survey Report, Demand Gen Report
14. 14
How today’s B2B marketers are measured…
Source: 2017 Demand Generation Benchmark Survey Report, Demand Gen Report
17. CONTENT4DEMAND 17
Veracode’s Thought Processes
•Develop and promote educational and entertaining AppSec content that will attract and
engage security professionals while also promoting the category of AppSec among
security professionals and developers
Mission
•Develop educational and entertaining content to attract, engage and convert prospects
and enable the BDR/sales teams, for each of the 5 integrated marketing campaigns.
Strategy
•Create Content Maps for each campaign centered around core piece of “convert”
content, supported by awareness and exclusive content
Tactics
18. CONTENT4DEMAND 18
Established a Planning Process
Plan
• People: Content team, EMEA
• Action: Go over campaign brief
• Outcome: Proposed flow of content for next month (attract, engage, convert)
Coordinate
Communicate
19. CONTENT4DEMAND 19
Established a Planning Process
Plan
• People: Content team, EMEA
• Action: Go over campaign brief
• Outcome: Proposed flow of content for next month (attract, engage, convert)
Coordinate
• People: Content, Programs, EMEA, BDR leader, Channel Marketing
• Action: Discuss proposed content and flows
• Outcome: Finalize content and promotion plan
Communicate
20. CONTENT4DEMAND 20
Established a Planning Process
Plan
• People: Content team, EMEA
• Action: Go over campaign brief
• Outcome: Proposed flow of content for next month (attract, engage, convert)
Coordinate
• People: Content, Programs, EMEA, BDR leader, Channel Marketing
• Action: Discuss proposed content and flows
• Outcome: Finalize content and promotion plan
Communicate
• People: Content Team to Dl-marketing & Web Marketing Projects
• Action: Put in ticket for all steps for content
• Outcome: project plan laid out in JIRA
29. CONTENT4DEMAND 29
Collaborate Like a Developer
Architecture
Campaigns Team
Development
Content Team
Operations
PR
Social Media
Demand Generation
Nurture
BDR follow up
30. CONTENT4DEMAND 30
Sample Improvement: Content Themes
Digital Economy
Proliferation of
Applications
Skills Gap, Need
for Security
Education
Changing Role
of Security in a
Digital World
Threat to
Growth of
Digital Economy
Future of
Cybersecurity
DevSecOps
Making Security
Seamless
31. CONTENT4DEMAND 31
Updating the Planning Process
MarketingDevOps Meetings
Content Themes, Content Maps, Timelines, &
Required Resources
Content Campaigns
Public
Relations
Social
Media
Demand
Gen
32. CONTENT4DEMAND 32
Improved Social Engagement
Improved Sales Engagement with Content
Increased Usage of Awareness Content
Reduction in Waste
What Changed?
33. CONTENT4DEMAND 33
Results (By end of February)
+25% Website Session Goal
+30% Content Download Goal
+30% Social Media Goals
39. 39CONTENT4DEMAND
Break Down the Marketing Team Silos
Architecture
Campaigns Team
Development
Content Team
Operations
PR
Social Media
Demand Generation
Nurture
BDR follow up
47. CONTENT4DEMAND 47
Promotion & Amplification
Press Activity & Themes
3rd Party Promotions
Press Coverage
97% of Java Apps
Harbor a Known
Security Hole
Veracode slams the
state of software
security
CYBER
SLOPPINESS
50. CONTENT4DEMAND 50
In summary…
1. Take a Buyer-Focused Approach
2. Always Create Content with a Purpose
3. Measurement is Campaign & Asset-Specific
4. Break Down the Marketing Team Silos
5. Be Creative with Your Marketing Process
5 Best Practices
to Apply to Your
Own Content
Marketing
Journey
51. CONTENT4DEMAND 51
QUESTIONS?
Jessica Lavery | Veracode
Sr. Manager of Content & Corporate Communications
jlavery@veracode.com | @jlavepoze
Steve Voith | Content4Demand
Director of Marketing & Demand Generation
steve@content4demand.com | @svoith
Editor's Notes
C4D
Our goal is to make this a true marketing case study and showcase Veracode’s content marketing strategy as a best practice and model for all of you to apply, but before I pass it over to Jessica I want to quickly explain who Content4Demand is and how we partner with our clients.
Jessica
But first let me tell you a little bit about myself – which may be the most uninteresting part of the presentation ;)
The majority of my background is in corporate communications and public relations for technology companies. After managing Corp Comm at Veracode for 2 years I shifted direction to be part of the demand generation team.
So while my background is unique I think it is ideal for content marketing as content sits between these two worlds.
We came at content marketing from a narrow
Jessica
Jessica or C4D
C4D
C4D – There’s been a consistent buzz in the B2B marketing world that buyers are overwhelmed with the amount of content available and I agree with that wholeheartedly, but despite that the reality is that B2B buyers still HEAVILY rely on content. 97% of marketers are saying they want the same amount or MORE content to help them make their business decisions.
C4D – what’s changing is
C4D – what recommendations would you make to improve the quality of the content created/provided by B2B vendors. Buyers don’t want the content you produce to be all about you and your products. They need it to be about them, their pain points and the information they need to justify a buying decision. This can’t be done without a solid understanding of who your buyers are and what motivates them.
C4D – How many of us in the room are honest asking ourselves if we should create perscritptive, predictive or conversational content when we are planning a campaign. We really should be.
Veracode’s marketing leadership has a philospophy of Don’t talk at your audience, talk with them. Veracode is doing nice job of using combinations of content (benchmarketing and conversational contetnt) that has been proven to resonate with their target audience.
The reality is this kind of a question should be one of the starting points for campaign development and the answers are found in your buyer personas and buyer or campaign messaging requirements.
C4D – I’m guessing a lot more of us start a content project here. “I’ll create an infographic.” It might tell your story well, but is the format you chosen what your buyer’s need? What are your buyer’s format preferences, where are their content watering holes and more importantly how does that vary across their buying stages?
The reality is you need a strategic mix of formats that are proven to convert with your audience at the various stages of their buyers journey.
Blogs are an overlooked category
These are all questions we need to continue to ask ourselves before we can truly take up the name of a “buyer-focused” marketer.
C4D – To flip the lens a little bit and talk about the changes that we marketers are going through…We know that campaign and content measurement continues to climb up as a top priority for B2B marketers
C4D – However, only 46% of marketers are actively measuring campaign effectiveness.
C4D – I’d be willing to wager that a lot of us in the room are starting to see changes in the marketing scorecards our organizations develop. Long gone are the days where we could simply tout an open rate and volume of leads generated. We’ve seen a lot of organizations rebrand marketing as a revenue generating department. An exciting, yet challenging concept.
C4D – Finally, I wanted to leave you with some of the 2017 demand gen priorities of your peers. A lot of these same priorities and themes you’ll see touched on heavily in Jessica’s case study: 1) the importance of measurement, and how you improve conversion rates and lead quality over quantity through the creation of buyer-focused campaigns and breaking down the silos in marketing.
DANA
Our marketing programs team has a set of 5 core campaigns, and our content marketing program was designed to support these campaigns by creating content that could be used for demand generation. These campaigns are persona based, focusing on the AppSec Managers, Software Developers, and Customers – and as a result our content was also persona based.
Our Mission was to create content that was both educational as well as informative enough that in some cases people would give up their name and email address (gasp) to get the content.
To do this we created a variety of heavy and light content that was then used by our campaign and demand generation teams for webinars and other activities.
And our goal was to be collaborative and to not create content in a vacuum. This was our second attempt at a content process and the original process was not exactly collaborative. It was basically me and one other person coming up with ideas and then writing.
I mean the content was stellar, but it wasn’t the best way to be part of what I call the marketing web.
It was a three step process.
In the first step the content team would use the messaging briefs created by the campaigns team to create a proposed flow of content for the next month.
In step two we would get together with the campaigns team to present our content plan and make changes.
The idea was to make changes based on feedback, but ultimately that did not happen.
The final step was communicating the content plan and timeline to the entire team by putting in JIRA tickets for the work that needed to be done. We’d also share a spreadsheet of content that included when each piece would publish.
It was a flawless plan that included every member of the marketing team. – or so we thought. More on that in a moment.
This is an example of a content map. We still use this template today and it helps us understand how content flows together for each campaign.
It starts with the convert content – this is the piece that will be gated and used for demand generation purposes. It could be research, it could be a guidebook or even an analyst report we purchased.
To drive this content we created a series of awareness based content that was used to attract and engage the audience. This content would have a call to action to the gated content.
The exclusive content is where this plan deviated from the traditional model. We then created content that was given to our BDRs to use when following up with a lead that downloaded the gated content. They only way a prospect could get this content was from the BDR so this created a valuable touchpoint for the BDR.
Step four of course was creating the content and we did that with a combination of in house writers/content marketers and by working with Content4Demand.
For example: C4D helped create an infographic that lead to…
Lead to
And then BDRs could follow up with…
This was all working out. TO the best of our reporting, in 2016 our content touched 462 accounts, helped generate $64 million in opportunities and was a part of 178 closed won deals.
We were also able to increase the number of our by 624%.
To be fair and honest, we started with a really low number – but I’ll take the victory.
Once we got to step three, it was sort of like we let our content spread its wings and fly. It was on its own to make it in the cold, cruel world. We knew how we intended it to be used. We nurtured it, created it with our partners like Vervaine Design or with Content4Demand and wrote blogs, but we had no control or idea how it would be used.
We’d have content that we created ourselves or with our partners that we knew was strong, but wasn’t getting the results we expected.
When we measured the success of a piece of content compared to other content we created the comparison wasn’t apples to apples. This is because some content was promoted heavily by social media, PR, demand generation and nurture programs while others maybe got one tweet.
We were creating content that wasn’t being used. It flew away and then perched on our blog or resources section and if we were lucky someone would stumble upon it.
Once the content was done, there were a couple of cases (especially with the interactive content C4D helped us created) where the ops team needed additional information on how to publish on our website. We also had some trouble tracking and integrating with our sales systems. (SV: Jessica, can you rephrase it so interactive content doesn’t sound so difficult)
It’s not typical for Marketers to look at Software Development and say – YES! That’s the way I’m going to do it.
However, in the case of DevOps it made a lot of sense.
You see, Veracode provides software security tools that find vulnerabilities – the bugs hackers use to infiltrate software –in the software developers are building. Because developers use our software, a lot of the content we were writing was about this new trend in software development called DevOps and how security could become part of the DevOps process. This meant our content team was familiar with the subject matter.
I don’t want to go into too much detail, but simply put – DevOps is a process of producing software that brings software development teams and software operations teams together. The idea is that software was once developed and handed over to the ops team to run and mange. It was developed without consideration for how it would be deployed or operated. In DevOps you have a continuous loop of planning that is more collaborative. And this is the model we wished to emulate.
So, if you look at marketing and break up the teams the way we break up a software development team you have
Architecture – Campaign Team
Development – content team
Operations – PR, Social Media, Demand Generation, Nurture
This thinking changed our planning process slightly.
We started by identifying the main themes for each piece of content. Each campaign had 3 to 4 main themes which then had 4-5 main stories. These stories are what our content topics would be focused on.
So for example, one of our new campaigns for 2017 was to “to lead transformation of application security” basically thought leadership.
Once we had those all mapped out with the campaign managers we then set up a series of what I called our MarketingDevOps meetings.
And though our content maps were meant for each quarter we meet monthly.
We start by discussing the next quarters content theme and from there the content map/timeline.
Then we go over how the content will be used for PR, social, demand gen and nurture programs.
Once we have that information our marketing ops team let’s us know what information and resources they need to get the content posted on time.
It is at this time we would discuss any changes to topics, format etc. For example, there have been instances when we planned for a blog post but our PR manager asked that we hold off publishing because the content would make for great contributed article and she wanted to pitch it out first.
Jessica
We had a large reduction in wasted time and resources. We know the content we are producing will be used, and exactly how it will be used.
Through the use of a tool called GaggleAMP we are promoting our content and extending our social reach. But because the social team knows what is coming they can be more strategic about how and when they promote content
BDR team is using it more often – but this is difficult to track. We had to become comfortable with the fact that some things just can’t be tracked. And that our conversations with the BDR teams during the planning phases made us comfortable with the assumption that it was being used. What we can see is that we went from 50% of the content we created being downloaded from our internal site to 70%.
Another example of that is how we promote awareness content. We can’t accurately track how that contributes to form fills.
By the end of February we were already well on track to exceed our even higher content goals.
Clearly. we have reached Content Marketing and collaboration Nirvana. And we have nothing more to learn or improve upon.
Seriously though, there are areas in which we can improve. For example, making sure to include perspectives from across the pond on topics and content usage.
Meeting our tight deadlines, and better tracking how the BDR team uses the exclusive content. This is still tracked anecdotally so we don’t really know what is working.
C4D – So there are way more than 5 best practices to take away from what Jessica has just shared, but as one of their content partners, we did want to underscore the top 5 lessons for all marketers to take away. So I’ll walk through those quickly now before Jessica wraps up with her case study application of the story and framework she just shared.
C4D – Jessica mentioned it at the beginning of her presentation--Veracode is successful at creating buyer-focused content because they took the time to craft buyer personas and use those as the foundation for all content pieces and campaigns. Even better, using the DevOps methodology has helped them take steps to operationalize and share those personas for the various teams across marketing and sales.
C4D – Having worked with a variety of different B2B organizations we know it’s easy to start creating content for content’s sake. And Jessica just shared a fantastic framework for how they avoid doing that and ensure they are creating content with a purpose. The best practice lies in not only how Veracode shares and gates content to move leads through the pipeline, but how each piece of content is created with that specific goal in mind.
C4D – Jessica did a fantastic job of sharing how critical measurement is to her process. And she also highlighted how easy it is to fall into the trap of inconsistent and generalized content/campaign measurement. As marketers we need to decide in advance of a content or campaign launch what the KPIs are relative to the format and goal of your content piece or campaign. Interactive formats in particular are rich with data insight on not only engagement and usage, but can be set-up to track attribution and pipeline contribution.
C4D – There’s been a lot of talk in the last decade about breaking down departmental silos. A lot of that discussion has been around marketing and sales. However, I think Veracode presents and solid application of how and why those barriers need to be broken down even with in the marketing department itself.
C4D – Finally, that inspiration for improvement can come from any where and and we as marketers have to avoid getting stuck in our ways—even when things are working well. We must push ourselves to learn new tactics and try new frameworks. Veracode’s application of the DevOps process to their marketing philosophy is an awesome example and we all need to keep our eyes and minds open to similar ideas and inspiration.
What is the SoSS report explanation.
This was back at the end of 2016 but it was the pilot for our DevOps process.
We used one piece of content that ran across all our campaigns.
We are did more with our most recent SoSS report his year than any other year. To start, we spent a considerable amount of time planning out the content. We used to come at the content from the direction of – what data do we have.
This year we came at it from the direction of, what themes to we want to explore and that is how we went through the architecture phase. For this phase we also we worked with the campaigns team to talk about what content would be produced
For the developer pulled and analyzed the data and then worked with C4D to develop the content and a series of infographics.
Then we created a schedule of supporting content and worked with the “operations team” to determine what the PR stories were, and what press releases we would issue and how we would promote the report and this other content.
Leads from SoSS – 1,014
Number of Opportunities – 40
Jessica to add anecdotes about trending up over last year’s performance
1 – the more people involved the better the outcome
2 – Questions make people think – by asking the right questions you are forcing people to be more involved in the process
3- you are not an artist and this is not your art. Work with the teams and you will see better results.
- DevOps at its core goes beyond collaboration, the concept of is continuous improvement and deployment. You don’t have to be perfect now.
C4D—thank Jessica for participation and sharing Veracode’s story, recap the best practices and segue to A&A