Content Marketing 21st century
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Content Marketing 21st century
How content marketing increases sales
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Beware Integration Pitfalls as Businesses Head to Cloud for BI/Analytics

Beware Integration Pitfalls as Businesses Head to Cloud for BI/Analytics | Content Marketing 21st century | Scoop.it
A new analytics market survey shows that more organizations have plans to adopt cloud analytics, but integration problems could arise.
denbro's insight:

More organizations plan to adopt cloud analytics, according to a 2014 Analytics Market Survey released today by Nucleus Research.

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How Data Can Be a Competitive Weapon in Your Content Marketing | Oracle Marketing Cloud

How Data Can Be a Competitive Weapon in Your Content Marketing | Oracle Marketing Cloud | Content Marketing 21st century | Scoop.it
denbro's insight:

Good article that points out how to use content effectively. If each piece of content reaches a different reader, then you’ve dramatically extended the reach of your campaign.

It’s fairly easy to write your next blog post or author your next eBook. Providing data-driven content is more challenging. However, it can create outsized returns. You should continue to publish blog posts and eBooks, but if that’s all that you do, your competition may be eating your lunch. Make data your secret weapon to win your competitors’ dinner and dessert.

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Why 55% of Potential B2B Buyers Might Not Trust Your Website Content

Why 55% of Potential B2B Buyers Might Not Trust Your Website Content | Content Marketing 21st century | Scoop.it
Some results in a recent B2B web usability report were surprising. Specifically, the report found that two types of website content that most marketers don't even think about play a huge role in he...
denbro's insight:

Like the authors, i too was surprised to learn that the two types of website content that play a huge role in helping B2B buyers move forward with a vendor are - drum roll please - the Contact and About Us pages. Simple stuff that everyone has, well not exactly.

 

One reason companies may leave off contact information — and instead force people to contact them through a one-size-fits-all form — is because it’s harder to track people when they call or email. By tying a web form to a marketing automation or CRM system, it’s easier to get names into a database and then track subsequent conversations with them.

 

But here’s the thing: Their findings say that the vast majority of buyers prefer to contact vendors through email (81 percent) or phone (58 percent).

 

The second section that'c critical for building trust, the About Us, page often lacks details with photos of team members or links to their social media profiles. About Us pages can also showcase media coverage as well as sponsorships and participation in relevant events so potential customers can meet you face to face. 

 

 

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Laura Armbruster's curator insight, April 7, 2014 9:12 AM

About Pages have always been an important part of a website, but now are even more critical. What's on your About page?

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The Next Big Question in Content Marketing

The Next Big Question in Content Marketing | Content Marketing 21st century | Scoop.it
This year the Content Marketing World event was bigger than ever. There's the general sense that this is the right topic at the right time in our industry. And there was a subtle shift in the bigge...
denbro's insight:

In case you misssed Michael Brenner's Sept 17 blog post CMI posted it today as part of its series on the best content marketing blog posts of 2013. Brenner makes some excellent points inclouding these valuable take-aways on

"What is the Future of Marketing?" 

More visualQuantity content with quality to support the growing information needs of our customersBrands will resemble publishers and assemble newsrooms, and will hire or train journalists who can tell stories and contribute to major publicationsSponsored stories: Brands will continue to create more quality sponsored content that is buyer-centric and that removes the brand from the storyContent length will continue downward as our real-time, mobile world seeks smaller, more “snackable” and more “shareable” content 
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Study: Social media influences b-to-b tech purchases | B2B Social

Study: Social media influences b-to-b tech purchases | B2B Social | Content Marketing 21st century | Scoop.it
BtoB Magazine features the latest digital marketing news, tips, strategies and resources for b2b digital marketers.
denbro's insight:

Social media is playing an important role in IT purchases throughout the decision-making process, according to a report by Starcom MediaVest Group.The study, “B2B Technology Decision Journey,” was based on an analysis of social conversations among 500 business and IT decision-makers throughout 2012. According to the report, 80% of IT decision-makers said word-of-mouth is the most important source when making buying decisions, and 58% said they use social media to learn from trustworthy peers.

 

The study broke down the various stages of the technology-purchase cycle, from awareness and consideration to purchase and post-purchase, and looked at how IT decision-makers use social media at each stage. Overall, 13% of social media conversations about IT purchases took place during the awareness phase, the study found.


“A majority of this conversation takes the form of sharing and discussing news about new products, often coming from tech blogs and Twitter users,” Starcom MediaVest said in the report. Nine percent of social media conversations by IT buyers took place during the consideration phase, when technology decision-makers had narrowed their choice to a few options.

 

B2B decision-makers are very aware of the perception of brands and technology products on social media when they are making a purchase.

 

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3 Content Creation Tips to Win the Battle for Attention

3 Content Creation Tips to Win the Battle for Attention | Content Marketing 21st century | Scoop.it
It's increasingly difficult to rise above the online noise and clutter these days, but that doesn't mean marketers are powerless. Use these 3 content creation tips to win the battle for attention i...
denbro's insight:

Helpful tips on how to ensure your content wins the battle for attention. In a world where everyone is a publisher, it's not just your brand vs. your competitors it's your brand against every funny cat video, every must read 'listicle', and every celebrity meltdown.

 

Fortunately, you're not powerless. The author shares three things you can do in your content creation to get your target audience to pay attention to your brand:

 

1. Headlines: Its sole job is to get opened. Does it compel me to click or open the content? The very best headlines capitalize on the laws of basic human psychology by playing on emotions like fear, greed, humor, or all of the above.

 

2. Images: If you want people to read your headline, line it up next to the most interesting image or photo that you possibly can. 


3. Optimize: To understand what content is working, you have to measure its impact, and optimize on an ongoing basis.

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Create Great Content? How to Get More From it Through Repurposing

Create Great Content? How to Get More From it Through Repurposing | Content Marketing 21st century | Scoop.it
Find out how to get more from the great content you create through repurposing. After all, we all know that, with all the time and people often involved in effective content creation, content marke...
denbro's insight:

 Content repurposing can be a very efficient way to make the most of your great content creation efforts. Numerous content pieces can stem from just one main idea, each catering to a different audience in a unique way. The process of repurposing can save you time and money and extend your initial content marketing investment, making it a worthwhile strategy.


Great ideas on how to create a repurposing process as well as the key content types you can utilize. One idea can be expanded across all media types. And don't forget cross-promotion helps further your content investment.

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10 Rules for Crafting the Perfect Tweet

10 Rules for Crafting the Perfect Tweet | Content Marketing 21st century | Scoop.it
Social media experts say small businesses should have a presence on Twitter. But in order to reap the benefits of tweeting, you have to make
denbro's insight:

Whether you are a small business or a large global organization the author shares useful tips on how to get your tweets noticed through all the noise. My favorite is, "Think like a journalist. Journalists know that the headline is the most important element of any story: It needs to make a huge impact in a few words. Your tweets are competing for your followers’ attention, so make every word count."


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Power Your Sales Funnel With Video Content — It's All About Revenue: The Revenue Marketing Blog

Power Your Sales Funnel With Video Content — It's All About Revenue: The Revenue Marketing Blog | Content Marketing 21st century | Scoop.it
Editor’s Note: Today’s post comes courtesy of Jon Spenceley, the Community Marketing Manager at Vidyard. He’s passionate about helping companies get the most out of their video marketing investment.
denbro's insight:

Good article that offers content tips for each stage of the buying funnel. for example, leads at the early stage are hungry for information whereas middle of the funnel is an appropriate time to help the prospect evaluate your product's fit for their organization. Late-stage buyers are more likely to appreciate longer, more detailed information so highly personalized content works best here.

 

Regardless of the buyers stage, understanding your customer is critical. The article uses the example of having a target market of circus performers. A lion tamer isn't going to want the same content as a trapeze artist. Same industry, but wildly different roles. Understanding the pain points for each of your customers is the key to producing content that willk engage them and help create brand preference. 

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How Marketers Can Take Data-Driven Content Creation to the Next Level

How Marketers Can Take Data-Driven Content Creation to the Next Level | Content Marketing 21st century | Scoop.it
A data-driven marketing mindset has pushed many marketers into scrambling to find patterns of success that may or may not be there. Find out how you can take data-driven content creation to the nex...
denbro's insight:

The roles of the CMO and the CIO are evolving. We also know that the use of content and data to enhance customer experiences is one of the primary drivers of this evolution. Big Data might be the big idea that hastens the alignmen; but just like content, it won’t deliver it on its own.


In a recent study, the CMO Council found that two-thirds of both marketers and IT executives now feel Big Data can surface customer-centric business opportunities. What are you doing in your organization to break-down the barriers so that instead of using data solely to opotimize transactions it is used to gain insight to deepen relationships with customers. 

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Master Data Management Improves Your Understanding of the Customer | SmartData Collective

Master Data Management Improves Your Understanding of the Customer | SmartData Collective | Content Marketing 21st century | Scoop.it
MDM initiatives are not trivial exercises. But once in place, enterprises can reap large rewards on a continual basis.
denbro's insight:

Until recently, master data management (MDM) had been regarded as a pure tech function. As it turns out, MDM is very much a business asset that has a growing role in many areas that should matter to enterprises: strong brand presence, multichannel customer interactions, right-fit content and information, and highly variable buying journeys.


Behind the scenes, MDM works to eliminate the data and process silos that make it difficult to get a complete customer view. The most up-to-date and useful data now comes from many sources, some internal to the enterprise and others from sites all over the digital landscape. But it's not just the data that needs management. MDM handles identity resolution for all of that disparate data to connect it to the right customers, products, and channels.



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19 Content Tools to Boost Your Search Performance

19 Content Tools to Boost Your Search Performance | Content Marketing 21st century | Scoop.it
A question about SEO tools for content marketers came up in a recent CMI Twitter Chat. Now we've gone beyond tweets to offer details on 19 tools to boost your search performance. This list is not c...
denbro's insight:

Knowing which keywords to use is essential to search. In general, it’s a good idea to look for keywords that have a good ratio of search volume and competitiveness. You’ll want to pick keywords that are in demand, but you don’t want the phrases to be so popular that you would be unable to achieve top search visibility. The article lists some great tools and the information you can get by using them.


Other tools mentioned in the article cover: competitive research, content optimization,, basic on-page tech SEO, link tracking, SEO management tools, and web analytics. While the list is not complete (way too many tools to list in an article) it does a great job of highlighting the most useful - both free and fee-based.

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Helping Information Leaders Put Their Potential To Work

During Informatica World in early June, we were excited to announce our new Potential at Work Community.  You can read Jakki Geiger’s blog introducing the Community to learn more about the goa
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During Informatica World in early June, we were excited to announce our new Potential at Work Community. Anyone can join one (or more) of six role-based communities including Application leaders, Architects, Developers, Information leaders, IT leaders or Sales and Marketing leaders. The primary objective with the Potential at Work community is to arm you with valuable insights that can help you to challenge traditional thinking and remove damaging status quo obstructions within your organization. This can help you excel in your current job, and clear the path to the next step in your career.Be sure to sign up now!

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Content Marketing: Campaign-driven strategy increases Marketing-qualified leads 102%

Content Marketing: Campaign-driven strategy increases Marketing-qualified leads 102% | Content Marketing 21st century | Scoop.it
Among the positive benefits of inbound marketing is the ability to track visitors and interactions on the website, through the content marketing channel and on social media platforms. A challenge is making sure all that data is more signal and less noise.UrbanBound, a B2B relocation management software company, realized that everything was tracked, but the metrics were too broad to provide any useful information for improving future marketing efforts. The team shifted its focus, and through content-rich campaigns and inbound marketing, the team increased leads 35%.
denbro's insight:

The author also makes a key point about the importance of disseminating all the great content back to the sales team. One tip is to create a spreadsheet for Sales that shows all of the content for the campaign, including links to the e-book, infographics, blog posts and other content pieces.

Having a closed loop communication between Marketing and Sales helps sales to not only see all the work marketing is doing to create leads for them but also provides them with the roadmap to be engaged and participate.

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Master Tech Content Marketing Infographic Series: Webinars

Master Tech Content Marketing Infographic Series: Webinars | Content Marketing 21st century | Scoop.it
To learn more about how IT professionals consume content, please download the original research report: Content Connects Peers. You can also register f...
denbro's insight:

Fast facts in a cool infographic about IT buyers and webinar viewing. Over half of all viewers will view webinars both live and on demand while 25% said they view live only and 18% choose to view them on demand. Other interesting facts - audience is equally divided on optimal length, 30 minutes vs. one hour. 

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3 Steps to Connect With Decision Makers Through Digital and Human Touch Marketing

3 Steps to Connect With Decision Makers Through Digital and Human Touch Marketing | Content Marketing 21st century | Scoop.it
Find the right mix of technology and human touch.
denbro's insight:

For leads to become prospects and, ultimately, customers, they need to move through that buying cycle. This requires multiple contacts, or touches to keep your business top of mind. The National Sales Executive Association reinforces these numbers. They report that only 10% of prospects will respond at some point during the first three contacts; another 10% will be receptive on the fourth touch. This leaves anywhere from 80 -90% of the market only starting to connect somewhere between the 5th and 12th touch, possibly even more.

 

The article offers a three-step blueprint to connect with decision makers through multiple touches – both digital and human.  The further down the funnel, the greater the need for human interaction.

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BrandVoice: Big Data Brings Four Big Risks

BrandVoice: Big Data Brings Four Big Risks | Content Marketing 21st century | Scoop.it
Big data has gotten a lot of press recently – and rightly so. With the vast amounts of data now available, we can do more than could have been imagined in previous decades.
denbro's insight:

Big data is a good thing. No question about it. But big risky data is a bad thing. Companies today need to manage their data to minimize their risk. This involves having policies that are in compliance with regulatory standards, processes that cover all contingencies, retention schedules that are up to date, and a consistent self-evaluation to determine what data is necessary for the proper functioning of the company.

 

 

The more efficiently companies store, manage, and host their data, the more agile, compliant, secure, and cost-effective they will be.

And that will take the big risk out of big data

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20 Statistics That Will Drive 2014 Marketing Strategies (Infographic) - Business 2 Community

20 Statistics That Will Drive 2014 Marketing Strategies (Infographic) - Business 2 Community | Content Marketing 21st century | Scoop.it
denbro's insight:

As someone working on my Marketing Plan for 2014 I found this article very helpful in understanding trends in the marketing mix and what to consider for my digital audience. Some interesting factoids: 

- inbound marketing delivers 54% more leads than outbound marketing

- B2B companies that blog generate 67% more leads than those who don't

- videos on landing pages increase conversion by 86%

- customer testimonials have the highest effectiveness rating for content marketing at 89%

 

Great Infographic that tells the story nicely for the 65% of us who are visual learners.

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Lydia's Marketing & Communication Consulting's curator insight, December 3, 2013 9:12 AM
Think dynamic content; targeted, highly-personalized experiences; right audience, right time.
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Is Marketing In the Middle of Content Chaos? [Infographic] | Kapost Content Marketeer

Is Marketing In the Middle of Content Chaos? [Infographic] | Kapost Content Marketeer | Content Marketing 21st century | Scoop.it
Marketers are investing in content marketing, but without the right processes and tools in place, it becomes chaos.
denbro's insight:

There's no disputing content marketing is pervasive as companies try to connect with buyers early and throughout their buying journey. A new study by the Aberdeen Group found startling few marketers feel they’re adequately producing and tracking their content, but also that a gap is emerging between leaders and followers — one well-prepared content operations are ripe to exploit.

 

They call this transition period where demand is high but smart planning is in short supply “Content Chaos.” And designed an infographic to lay the key obstacles (and benefits) to establishing a well-tuned content operations strategy.

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What One of the World’s Great Novelists Learned About Writing from David Ogilvy

What One of the World’s Great Novelists Learned About Writing from David Ogilvy | Content Marketing 21st century | Scoop.it
Salman Rushdie is one of our greatest living novelists. His novel, Midnight's Children, won the Man Booker Prize in 1981, and in 2008 the novel was named
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Everywhere you go online, from Facebook, to Twitter, to your email inbox, someone is trying to grab your attention with a compelling headline. So, not matter what it is you're writing, if you want it to have a chance, you need to spend time making sure your titles are both clear and engaging. I've heard this tip many times, and you probably have too, but it's so important I think it can't be repeated enough.

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120 Marketing Tactics For Your Blog (Infographic) - Business 2 Community

120 Marketing Tactics For Your Blog (Infographic) - Business 2 Community | Content Marketing 21st century | Scoop.it
denbro's insight:

An outstanding collection of resources and useful information. Content, whether its blog, an article, ebook or any other format needs to be relevant, informative and eye catchy, The gigantic infographic at the end of the article is a treasur trove of tools, strategies, and tactics that will help you achieve content success. 

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The 5 Stages of Writing Irresistible Landing Page Copy

The 5 Stages of Writing Irresistible Landing Page Copy | Content Marketing 21st century | Scoop.it
Landing pages are remarkably powerful conversion and SEO tools that turn traffic into money. They force readers to focus on one thing -- and one thing on
denbro's insight:

Most marketers create digital copy based on the readers' stage of the buyer cycle. But, how often do they take the same level of detail when drafting landing pages for their content?

 

Good pointers and examples of the five stages of buyers, regardless of whether you're selling to other businesses or to consumers.

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Reducing Bounce Rate on Your Website | Social Media Today

Reducing Bounce Rate on Your Website | Social Media Today | Content Marketing 21st century | Scoop.it
In this post you’ll be learning all the tips and tricks that helped me to lower my bounce rate from 80% to less than 10%.
denbro's insight:

Whether you run a blog, small or corporate business, your website's bounce rate is an important number to be looking at. Keeping your visitors on your site longer will increase the likelihood of more sales and/or subscribers.


And there's really not a lot of work required to increase the time visitors stay on your site (stickiness). First, when a visitor comes to your site they should know almost immediately what your site is about and even more important, how it will benefit them. Second, let people know who you are by creating an 'About' page. Third, make it easy for people to share your great information. Although implementing social sharing will only lower your bounce rate by 1% according to business2community, it's still significant and important to many of your visitors. Lastly, remember to display your most popular posts and give readers the opportunity to post comments. 

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Three simple rules for b2b content marketing success

Three simple rules for b2b content marketing success | Content Marketing 21st century | Scoop.it
denbro's insight:

Good, concise post. My personal favorite was "they know when you are pretending not to talk about yourself but you really are." While some marketers believe there is a way to word content where the reader doesn’t know they are being sold.” But there really isn't. You are either helping or selling. Your buyers aren’t stupid so don't treat them as if they are.

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Is Unwanted Price Discounting Actually a Marketing Problem?

Is Unwanted Price Discounting Actually a Marketing Problem? | Content Marketing 21st century | Scoop.it
In a recent survey, 89% of companies said pricing pressure has increased. Also, salespeople feel tremendous pressure from buyers, competitors, and sales managers to avoid unwanted discounting. So, what does that have to do with marketing?
denbro's insight:

In the absence of clear contrast between vendors and their solutions, the brain defaults to price to create the contrast. That's why buyer price pressures aren't a budget issue, they are a contrast problem. Dan Pink states, “Your products and services are far more valuable when your prospect is mistaken, confused, or completely clueless about their true problem.” 


When you position and sell solutions to the buyer's known needs, you are responding to the same situation as your competitors. To get out of the commodity trap you need to create messaging that helps buyers see their situation in ew ways. It's at the intersection between unconsidered needs and your product's strengths that you create distinct value for the buyer that only your product is uniquely qualified to deliver.

 


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