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.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
B2B, or business to business companies, are unique entities that require a well-thought-out and creative marketing plan, tailored for their own target audience, from acquiring them by awesome content, Ace-ing the deal with the Sales team's help.
When you initially think about B2B marketing strategies, your mind might go straight to direct and outbound techniques—messaging sent straight to prospective clients that you’ve identified. While that can work, it’s not always the best way to bring in new clients, this checklist would help viewers prepare to launch the best in class campaigns.
Let’s take a look at B2B digital marketing strategies you can utilize in 2022 to increase your business exposure and numbers.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
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
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
B2B, or business to business companies, are unique entities that require a well-thought-out and creative marketing plan, tailored for their own target audience, from acquiring them by awesome content, Ace-ing the deal with the Sales team's help.
When you initially think about B2B marketing strategies, your mind might go straight to direct and outbound techniques—messaging sent straight to prospective clients that you’ve identified. While that can work, it’s not always the best way to bring in new clients, this checklist would help viewers prepare to launch the best in class campaigns.
Let’s take a look at B2B digital marketing strategies you can utilize in 2022 to increase your business exposure and numbers.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
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 Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Here’s your digital marketing playbook for the restaurant industry in 2021Jeremy Mays
Since the restaurant industry has been decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, marketing in today’s highly competitive restaurant industry requires accurate, reliable and comprehensive digital marketing strategies strategies.
We’ve built a digital marketing strategy playbook for the restaurant industry to give you the tools and techniques to grow your brand.
Secrets to Success in Digital MarketingKristi DePaul
If going digital sounds daunting to you, it should. In today’s ever-revolving landscape of digital marketing, it’s critical that managers use a sound strategy to guide decisions. A one-size-fits-all approach won’t work in social and electronic media, where success is centered on selecting the most appropriate channels that resonate with customers and accurately represent your brand.
How can marketers navigate through this maze – and cut through the buzz and the noise – to find what really works for their organizations?
We’ll explore the benefits of digital marketing and will dive deep into how you can identify relevant goals, define and re-examine existing digital marketing efforts, learn from best practices in industry, and evaluate meaningful results to ensure the most effective outcomes for your organization.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Case study looking at how a business to business organisation used digital marketing to double the number of inbound leads generated year on year.
This case study walks through the process, looking at initial questions such as 'what is a lead?', how to set targets for digital marketing activities, creating personas for the target audience. There are also some tips regarding content creation, how to distribute and share content online and how to convert those interested prospects into leads.
A presentation about digital marketing overview, what are the benefits of digital marketing.
The presentation includes the mediums of digital marketing, internet marketing strategy and advantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Digital marketing is a high-demand profession with endless possibilities for people who are interested in technology. This presentation provides a brief overview of digital marketing, why it is important, and some of the career options available in this field.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
Personalization Everywhere! Create a Personalization StrategyHull
Create a Personalization Strategy for your business. Follow this 5-part framework to implement personalization with your existing tools, teams, data and content.
How Lead Generation has Changed in 2017Peter Caddick
How we generate leads is changing at a rapid pace. These slides by Sella look at how lead generation has changed in 2017 and gives you tips on how you can keep up!
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Here’s your digital marketing playbook for the restaurant industry in 2021Jeremy Mays
Since the restaurant industry has been decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, marketing in today’s highly competitive restaurant industry requires accurate, reliable and comprehensive digital marketing strategies strategies.
We’ve built a digital marketing strategy playbook for the restaurant industry to give you the tools and techniques to grow your brand.
Secrets to Success in Digital MarketingKristi DePaul
If going digital sounds daunting to you, it should. In today’s ever-revolving landscape of digital marketing, it’s critical that managers use a sound strategy to guide decisions. A one-size-fits-all approach won’t work in social and electronic media, where success is centered on selecting the most appropriate channels that resonate with customers and accurately represent your brand.
How can marketers navigate through this maze – and cut through the buzz and the noise – to find what really works for their organizations?
We’ll explore the benefits of digital marketing and will dive deep into how you can identify relevant goals, define and re-examine existing digital marketing efforts, learn from best practices in industry, and evaluate meaningful results to ensure the most effective outcomes for your organization.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
B2B content, website, and lead generation programs planning workshopScott Armstrong
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation
Case study looking at how a business to business organisation used digital marketing to double the number of inbound leads generated year on year.
This case study walks through the process, looking at initial questions such as 'what is a lead?', how to set targets for digital marketing activities, creating personas for the target audience. There are also some tips regarding content creation, how to distribute and share content online and how to convert those interested prospects into leads.
A presentation about digital marketing overview, what are the benefits of digital marketing.
The presentation includes the mediums of digital marketing, internet marketing strategy and advantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Digital marketing is a high-demand profession with endless possibilities for people who are interested in technology. This presentation provides a brief overview of digital marketing, why it is important, and some of the career options available in this field.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
Personalization Everywhere! Create a Personalization StrategyHull
Create a Personalization Strategy for your business. Follow this 5-part framework to implement personalization with your existing tools, teams, data and content.
How Lead Generation has Changed in 2017Peter Caddick
How we generate leads is changing at a rapid pace. These slides by Sella look at how lead generation has changed in 2017 and gives you tips on how you can keep up!
The Science of Building Actionable Buyer PersonasScripted.com
On Thursday, November 5th, the experts and LeadGenius and Scripted discussed how to develop data driven buyer personas for better lead generation and content marketing.
Throughout the 60 minute webinar, VP of Sales at LeadGenius, Ryan Williams, Co-Founder of Scripted, Ryan Buckley, and Director of Marketing at Scripted, Eric MacColl talked about:
Using data from your CRM to build in-depth buyer personas
Refining, iterating, and testing your ideal customer profiles
Creating effective content for each buyer stage
How get started with content creation
Lessons learned from LeadGenius customers
Sales Powered Marketing for Startups and Small BusinessesBrent Robinson
Start with a clear understanding of your sales process and a clear picture of your ideal customer.
Here are some inbound marketing and sales basics along with practical tips for delivering your digital marketing strategy on a shoestring.
Any size SMB can use this knowledge. Use it to build your own or if you want to speak confidently with your marketing team, freelance vendors, and your agency.
Mass tlc summit-mapping-content-strategy-customer-journey-final (002)MassTLC
Mapping content strategy to the buyers journey was presented at the MassTLC sales and marketing conference on 3/24/16 from Gary DeAsi and Ryan Pinkham, SmartBear Software
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI. Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom. During this session, we will discuss:
• Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
• Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel
• Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages
How content marketing is driving measurable business successGiuseppe Caltabiano
Slide deck of my session at #DBS2017, October 2017, Barcelona.
- The rise of data scientist and hybrid marketer
- Embracing content marketing to drive measurable business results that impact the bottom line
- What to measure: How to gain actionable insights
- Having a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel
To attract higher-quality job candidates and minimize “buyer’s remorse” by hires who regret their decision to come on board (based on what they thought they knew about the organization), consider upgrading your job descriptions.
It doesn’t have to be recruiting rocket science! For example, by now we hope you're retiring those unrealistic, SEO-useless titles like “Marketing Ninja” or “Social Media Guru." But that’s only a piece of your talent acquisition challenge.
Join Glassdoor and Recruiting Blogs for a live session on crafting uber compelling job descriptions. We’ll explore everything from the basics to include (e.g., how to apply) to mirroring your company’s distinct personality, style and tone to attract like-minded talent (and discourage the less qualified from applying).
Key Takeaways:
Optimizing job titles and job descriptions based on your target candidates (rather than one-size-fits-all messaging)
Micro-appealing to Millennials by emphasizing the job experience, training and growth potential over salary alone
Leveraging employer brand, reputation and culture to influence ideal-fit candidates
A general deck about optimising your website for your business.
(No rabbits out of hats)
Plan it out
Choose benefits over features
Show, don’t tell
Use local-targeted content
Evaluate traffic sources
Focus on the right audience
Develop and plan for humans before robots
Website audits and SEO
Content Marketing and Thought LeadershipMark Lewis
Customers are increasingly serving them selves in the purchasing cycle. Content Marketing can help put your offerings on the radar and increase your lead generation. Here's few tips to how to get started.
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyGary DeAsi
Taking a customer journey-centric marketing approach means engaging the right target customers with the right experiences, at the right time— adding more qualified leads to your sales funnel, and ensuring that more loyal customer advocates come out the bottom. Sure, this all sounds great in theory, but how do you actually go about designing and executing an effective strategy for your organization?
Topics include:
• Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
• Mapping content strategy and multi-channel marketing initiatives to engage your audience across customer journey stages
• Lessons learned from nearly 4 years of experience practicing agile marketing to support a high volume, high velocity, B2B model
Gary DeAsi is a global digital marketing and demand generation expert with a passion for technology and thinking both analytically and creatively to overcome business challenges at every stage of the customer journey. At SmartBear, he manages the company’s corporate brand and leads the inbound/digital marketing team to drive demand for more than 15 software quality tools used by more than four million software professionals and over 25,000 organizations worldwide. His initiatives helped SmartBear earn back-to-back Marketo Revvie Awards in 2013 and 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign. Also an expert in lead nurturing and marketing automation, Gary has been honored as a three-time Marketo Champion, having presented at Marketo’s Marketing Nation Summit. Follow him on Twitter @gDAZ.
The Science of Building Actionable Buyer PersonasLeadGenius
The experts at LeadGenius and Scripted discuss how to develop data-driven buyer personas for better lead generation and content marketing.
VP of Sales at LeadGenius, Ryan Williams, Co-Founder of Scripted, Ryan Buckley, and Director of Marketing at Scripted, Eric MacColl break down:
-Using data from your CRM to build in-depth buyer personas
-Refining, iterating, and testing your ideal customer profiles
-Creating effective content for each buyer stage
-How get started with content creation
-Lessons learned from LeadGenius customers
Additionally, they answered questions from the audience including:
-How many customers do you talk with before creating your buyer persona?
-Besides CRM tools, are there other ways you collect data for buyer personas?
-What are the examples of the 3 different stage type of collateral you make?
-How do you determine what those buyer persona problems are? -Is it based upon what content they look at or are you asking more direct questions?
Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.
The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.
Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters.
One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms.
Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (lifecycle stages).
NTS 2014 Marketing and Communications Functional Track Session.Josephus AYOOLA
Session Delivered to members of AIESEC in Nigeria Marketing and Communications Functional Track on how to better understand their roles and synergize to drive the organisations focus programmes operations and achieve better results.
Personas are a hot topic. Marketers either love them or doubt their value. With customers and marketers alike becoming more demanding for content that's relevant to them, personas are the fuel that powers a marketer's ability to make meaningful connections.
Similar to Why your Content Marketing is Failing (and how to fix it) (20)
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.
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.
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
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.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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
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 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/
3. @gdaz customerjourneymarketer.com
What is Content Marketing?
Content marketing is the
marketing and business
process for creating and
distributing relevant and
valuable content to attract,
acquire, and engage a
clearly defined and
understood target audience
– with the objective of driving
profitable customer action.
“Traditional marketing
and advertising is
telling the world you’re
a rock star.
Content Marketing is
showing the world that
you are one.”
-Robert Rose, Chief
Strategy Officer, CMI
18. @gdaz customerjourneymarketer.com
You pull a “Trojan Horse”
Outside:
Looks like free
educational content
(to help me)
Inside:
Selling the
product/service
(all about you)
19. @gdaz customerjourneymarketer.com
Your Content Doesn’t Answer Your
Customers’ Questions
27%of search queries
are questions
70%
growth in “how to”
searches on youtube
72%
of buyers turn to
Google in the
“awareness” stage
research
21. @gdaz customerjourneymarketer.com
You Don’t Understand Your Customers
Individual
Job titles
Key responsibilities
Motivators
Top priorities and concerns
Pain points
Common objections
Role in purchasing process
Consumption preferences
Terminology & language
Organization
Industry vertical
Company size
Business model
Org structure
Technology stack
Geographic locations
22. @gdaz customerjourneymarketer.com
How do customers solve the problem
before they come to you?
Manually
“Low-End” Competitor
Free Tool
Homegrown Solution
“High-End” Competitor
Not doing anything
Outsourcing
24. Planning
& Strategy People
& Process
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
& Metrics
rePurposing
& Refining
People
& Process
Random Acts
of Content
26. @gdaz customerjourneymarketer.com
90%
of the buyer’s journey is
self-directed
11.4
the average number of pieces
of content consumers engage
with before making a B2B
purchase
ROAD TO ADVOCACY
Your Content Strategy Isn’t Aligned with
the Customer Journey
28. @gdaz customerjourneymarketer.com
You think Customer Journeys are Linear
Engagement
Content 1
Education
Content 2
“First they get this content then
they get that, next they this…”
Research
Content 3
Evaluation
Content 4
Justification
Content 5
This does NOT work.
30. @gdaz customerjourneymarketer.comSmartBear Confidential and Proprietary
?
“Why do I have a problem?!"
“What solutions are available?
What factors should I consider?”
“Does this product solve my problem(s)
& meet my needs/requirements?”
"Why should I choose this? How can I get
my boss and team members on board?”
“Hello, brand, do I like you, are you relevant to me?”
“How do I get it? How difficult will it be to
implement and change current process?”
Just focus on
answering your
customers’ questions
at each stage
31. @gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
content at same stage
Find you and
enter the funnel
at any stage
to later stages
in the journey
32. @gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
content at same stage
Find you and
enter the funnel
at any stage
to later stages
in the journey
33. @gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
content at same stage
Find you and
enter the funnel
at any stage
to later stages
in the journey
34. @gdaz customerjourneymarketer.com
Content Planning Process
Goals &
Objectives
Themes Research
Content
Audit
Topics
Formats
Timeline
Budget
Resources
You Didn’t Define
Business Objectives
& Goals
Traffic
Free tool downloads
Leads Generated
Content Downloads
Qualified Leads
Trials
Trial Activations
Opportunities
Opportunities Won
Renewals
Upsell, Cross-sell
Metrics
35. @gdaz customerjourneymarketer.com
You Didn’t Do Your Research
Customer Competitive Keyword Market
Persona
Development
Problems/Pains
Conversion
Obstacles
Interests
What questions are
they asking?
Messaging
Strengths &
Weaknesses
What topics are
they talking about?
Competitive
Rankings
Long-tail
opportunities
Existing/New
keywords
Skyscraper
opportunities
Trends in
marketplace
36. @gdaz customerjourneymarketer.com
Content Planning Process
Goals &
Objectives
Themes Research
Content
Audit
Topics
Formats
Timeline
Budget
Resources
You Create New Content
Without Understanding
What You Already Have
37. @gdaz customerjourneymarketer.com
Content Audit: Identify Opportunities and Gaps
Number assets / stage
Types of assets / stage
Performance of assets
Age of content
Location of content
Distribution strategy
Optimization, enhancement,
and re-purposing
Keyword research
44. @gdaz customerjourneymarketer.com
Title Tips Google displays 50-60
characters of title
Keep titles under 55 Characters,
95% will display properly
• Lists
• Numbers and data
• How to’s
• Why
• “You”
• Emotional words
• Surprising
• Questions
• Problem/solution
• Strong statements
• Clear, specific
• Scream Value!
• Align with content
55. @gdaz customerjourneymarketer.com
Your Distribution Strategy Isn’t Aligned with
the Customer Journey
Engagement Education Research Evaluation Justification Purchase
Adoption -
Advocacy
Social
Email & Lead Nurturing
Paid Advertising
Web: Search & Conversion
PR
Content Strategy
56. @gdaz customerjourneymarketer.com
You Don’t Leverage
All the Channels at
Your Disposal
You Don’t Leverage
All the Data at
your Disposal
Behavioral
(Implicit)
Demo, Firmo
(Explicit)
62. @gdaz customerjourneymarketer.com
Automated Nurture and Lead Scoring
eBooks
Infographics
Webinars
Blogs
Slideshares
Documentation
Checklists
Tutorials
Guides
Weekly training
FAQ
Case Studies
Testimonials
ROI Calculators
Sell your Boss
Analyst Reports
Product Demos
TOFU TRIAL BOFU
67. @gdaz customerjourneymarketer.com
• You Don’t Have a Clear Definition
of Success
• Focusing too much on just
conversion sales-driven metrics
• Forgetting about SEO factors
• Not taking promotion effort and
reach into consideration
• Not taking time into consideration
Common Content Metrics Mistakes
68. @gdaz customerjourneymarketer.com
Measuring Content Performance
Traffic, SEO
• Organic Visits
• Traffic by
Channel
• Page Rank and
authority
• Inbound links
Engagement
• Social shares
• Time on page
• Pages/Session
• Bounce Rate
• Comments
Leads
• Net new leads
generated
• Qualified leads
Sales, Pipeline
• Opportunities
Influenced (#, $)
• Downloads /
Opportunities
influenced (%, $)
71. @gdaz customerjourneymarketer.com
Will this be relevant
next month or next
year? Three years
from now?
NOT EVERGREEN
• News stories
• Annual reports
• Event, holiday or season
• Pop culture fad
Your Content Isn’t Evergreen
72. @gdaz customerjourneymarketer.com
Designing Content for Re-purposing
eBook Outline
I. Stand Alone Topic
a) Stand alone Sub-topic
b) Stand alone Sub-topic
c) Stand alone Sub-topic
II. Stand Alone Topic
a) Stand alone Sub-topic
b) Stand alone Sub-topic
c) Stand alone Sub-topic
III. Stand Alone Topic
a) Stand alone Sub-topic
b) Stand alone Sub-topic
c) Stand alone Sub-topic
IV. Stand Alone Topic
a) Stand alone Sub-topic
b) Stand alone Sub-topic
c) Stand alone Sub-topic
Keyword
Research
Organic/SEO article I
Blog Posts
Cheat Sheet, one pager
Infographic
Template, worksheet
Organic/SEO article II
Blog Post
Organic/SEO article III
Click here to read
more about this
approach
77. @gdaz customerjourneymarketer.com
You Don’t Have the Right Talent, Skills and
Roles on your Team
• Content Marketing Manager
(Editor in Chief)
• Writers (Internal and External)
• Technical SEO Expert
• Technical, Product, Domain
Experts
• Web Team
• Graphics and Design Team
• Operations Team
• Promotion Team
• PR team
• Business leader