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Leveraging Content at the Middle of the Funnel: 6 Best Practices from DocuSign’s Meagen Eisenberg | Business 2 Community

Leveraging Content at the Middle of the Funnel: 6 Best Practices from DocuSign’s Meagen Eisenberg | Business 2 Community | Contented Insights | Scoop.it
2012 was a big year at DocuSign. The company kicked off a content marketing initiative while implementing a total of 36 automated nurture programs. You know
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Don't over-invest in top-of-the-funnel content. Also develop assets that nurture and catalyze leads in the middle of the funnel. DocuSign, an e-signature application provider, doubled their pipeline and achieved 127% of their 2012 sales goal following this approach. This mini-case study offers six key best practices.

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The Secrets of Successful Content Marketers
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Accenture - Content Marketing Case Study ~ Steve Rayson

Accenture - Content Marketing Case Study ~ Steve Rayson | Contented Insights | Scoop.it
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Content is rocket fuel in the technology sector. One of the best content marketers in that realm is Accenture. And it has to be in order to get the attention of C-Suite players in the world's best companies. Blogger Steve Rayson dissects Accenture's content publishing, boiling it down to five key success factors. They're classic. A great post, with excellent insights. Thank you, Steve.

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Content Marketing Case Study: The Honest Company

Content Marketing Case Study: The Honest Company | Contented Insights | Scoop.it
Successful brands strategically create and deliver content to showcase their expertise in their field.
Harry J. Lew's insight:

Actress Jessica Alba gets content marketing. Only two of her 43 Pinterest boards explicitly discuss her company's own products. Similarly, her blog shares information and insights her buyers value, rather than hypes her company's offerings. Publishing content buyers want to consume rather than what we want to promote is the fundamental success requirement for effective content marketing.

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Accenture - Content Marketing Case Study ~ Steve Rayson

Accenture - Content Marketing Case Study ~ Steve Rayson | Contented Insights | Scoop.it
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Content marketing is not solely the province of large consumer brands. Professional-services marketers can also generate results with content marketing as long as they follow best practices. The author lists five excellent ones: design for your audience, produce original content that provides insight, develop content in multiple formats, share openly and provide added value for registering, and use video differently.

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15 Types of Content Marketing That Work — socialmouths

15 Types of Content Marketing That Work — socialmouths | Contented Insights | Scoop.it
Content Marketing in not just blogging, here are 15 different formats to create and distribute content on social media
Harry J. Lew's insight:

These are great content marketing tools. But before you develop a single one, you'll want to pull the camera back. Consider whether you have a content marketing strategy, that's it's aligned with audience needs and sales-funnel stage, and that you've got a sensible process for generating content consistently. And don't forget to make full use of available marketing channels and optimization methods. 

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Case Study: How Keyword Research Works in the Wild

Case Study: How Keyword Research Works in the Wild | Contented Insights | Scoop.it
You've got a straightforward system for finding keywords that work for you. You've got a basic understanding of how to use social media search, Google Tr
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Keyword research is to content marketing as grammar is to writing. Which means you need to master this key skill in order to build a marketing program around content. First stop: this post. Highly recommended!

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The Case for a Web Editor-in-Chief

The Case for a Web Editor-in-Chief | Contented Insights | Scoop.it
Web content workflow and governance include many moving parts.
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Political wrangling and functional silos are the kiss of death for content marketing. The authors wisely make the case for appointing a web editor-in-chief to take ownership of content production and to make sure content serves the entire organization, not just individual units/functions. Do you have an editor-in-chief for your online content? If not, what are you waiting for?

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8 Buckets for Successful Lead Nurturing with DemandGen's David Lewis

8 Buckets for Successful Lead Nurturing with DemandGen's David Lewis | Contented Insights | Scoop.it
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Interesting tips from a top lead-generation firm CEO. Me like: the focus on nurturing prospects in the middle of the sales funnel. Me dislike: the chest thumping and marketing geekspeak Lewis uses ("they enter the nurture" yuck!).  Still, if you can surmount those two hurdles, you'll glean some wisdom here.

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Real time content marketing case study - Oreo and the Super Bowl - Krishna De: Content Marketing, Social Media And Social Business Strategy, Education And Mentoring

Real time content marketing case study - Oreo and the Super Bowl - Krishna De: Content Marketing, Social Media And Social Business Strategy, Education And Mentoring | Contented Insights | Scoop.it
Are your brand team able to respond in real time with content marketing? Oreo demonstrates how to do this when sponsoring events such as the Super Bowl
Harry J. Lew's insight:

When the lights went out at the Super Bowl, the broadcast announcers fumbled for something meaningful to say. But Oreo encouraged consumers to dunk in the dark instead.  This is such a powerful inspiration to content marketers everywhere. Oreo's brand marketers conceived a response and got it approved more quickly than an Oreo goes mushy in milk. Could your company pull off the same feat (without the mushy cookie stuff)?

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How I Got a Link from the Wall Street Journal

How I Got a Link from the Wall Street Journal | Contented Insights | Scoop.it
Want to know how to get a link from the Wall Street Journal? In this content marketing case study today, I’ll describe in detail exactly how my team and I recently did just that!
Harry J. Lew's insight:

Fascinating blow-by-blow account of using infographics to garner media attention and web traffic. Developing a strategy and accessing and presenting meaningful data were much more important than simply creating pretty graphics. Not that there's anything wrong with pretty graphics.

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5 Stellar Content Marketing Case Studies in Video Production | TKGenius | Online Marketing Strategies & Training

5 Stellar Content Marketing Case Studies in Video Production | TKGenius | Online Marketing Strategies & Training | Contented Insights | Scoop.it
Harry J. Lew's insight:

Sometimes video gets lost in the content-marketing mix, especially for B2B firms. But for the right products and with the right approach, video can be an especially compelling content-marketing tool. To learn how GE, Volvo, Bumble and Bumble (hair-care products), Coke, and Combi Packaging Systems develop successful videos, check out this article from TKGENIUS. 

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How luxury landlord Bainbridge uses content | Ebyline Blog

How luxury landlord Bainbridge uses content | Ebyline Blog | Contented Insights | Scoop.it

Content marketing isn't just a big-brand play. Case in point is the experience of luxury apartment landlord, Bainbridge. With the help of their digital-marketing agency Digital Sherpa, it has implemented a successful content-marketing initiative for its apartment complexes in the eastern U.S. Properties get their own local blogs, Facebook, and Twitter pages, and the company generates targeted lifestyle content to serve residents. According to Ebyline, non-paid traffic to the company's property websites increased an average of 67 percent. Does this prove the point that all great content marketing is local?

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Join The 1% And Become A Content Creator - Forbes

Join The 1% And Become A Content Creator - Forbes | Contented Insights | Scoop.it

B2B companies need to become content creators, not content consumers. Making this commitment is the starting point of all great content-marketing initiatives.

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Measuring Marketing Effectiveness | Metrics to Track

Measuring Marketing Effectiveness | Metrics to Track | Contented Insights | Scoop.it

No point going nuts with content-marketing metrics. The Content Marketing Institutes suggests focusing on only six of them. But they are biggies. 

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Prudential: Content Marketing Case Study from FinanceConnect:13

Featuring: - Keith Gormley, Director, Social Media Management, Prudential Financial - Zach Foster, Brand Strategy Director, Droga5 A look at how Prudential i...
Harry J. Lew's insight:

Prudential Financial's Day One campaign is a refreshingly authentic approach to educating people about retirement planning. it integrates social, content, and paid marketing around the notion of longevity, encouraging people to honor the oldest people they know by sharing their stories on Pru's social-media and web sites. Just a tremendous effort from a late entrant to social/content marketing. 

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VitbergLLC Case Study for CPA, Accounting, Consulting and Professional Services Firms|Content Marketing

VitbergLLC Case Study for CPA, Accounting, Consulting and Professional Services Firms|Content Marketing | Contented Insights | Scoop.it
VitbergLLC case studies that reflect content marketing for professional services firms.
Harry J. Lew's insight:

Snazzy infographics and YouTube videos are popular content-marketing resources. But don't discount traditional tactics like conducting industry surveys. How does it work? The company sponsors/conducts a research project, which generates a report and press release. The company sends press release and report to the trade media, which produce online and offline coverage. Readers click through to company landing page, where they can request the report. But first they must provide their name, e-mail, and perhaps other information. The company captures leads and initiates nurturing. It's not rocket science, but this case study proves it works, especially in knowledge intensive industries like accounting. Kudos to marketing firm Vitberg for effectively using infographic methods to convey case study results.  

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Build a Successful Content Marketing Strategy in 7 Steps

Build a Successful Content Marketing Strategy in 7 Steps | Contented Insights | Scoop.it
This post was co-written by CMI's Strategist in Residence, Robert Rose. Regardless of whether you are exploring the feasibility of content marketing or have already developed a cohesive strategy, y...
Harry J. Lew's insight:

It's not too late to add content marketing to your marketing mix. In fact, now is a great time because the success framework is well established. And now you can tap this framework in another great white paper from the Content Marketing Institute.  

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8 KPIs Your Content Marketing Measurement Should Include

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The KPIs for content marketing are not the same as those for online marketing in general. Read this article to learn more about the nuances of content KPIs.

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Content Marketing Boot Camp: 60 Topics in 60 Minutes by Jennifer Kane | She Owns It

Content Marketing Boot Camp: 60 Topics in 60 Minutes by Jennifer Kane | She Owns It | Contented Insights | Scoop.it
Content is important.It can help ensure online traffic flows to your website, connections get made, products and services get promoted, good public relations is maintained, and clients/customers are landed, (among other things.)...
Harry J. Lew's insight:

Generating content ideas isn't hard. It just takes one part structured thinking, two parts diligence, and one part creativity. This post shows you just how easy content ideation can be.

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How 15 post titles attract readers & search engines

How 15 post titles attract readers & search engines | Contented Insights | Scoop.it
Crafting effective post titles is important for online marketing success.  Good blog post titles motivate readers to read & share your posts; and achieve h
Harry J. Lew's insight:

Can blog post writing be as simple as this? Use numbered lists. Build in SEO keywords. Use action verbs expressing benefits. Yes, I believe it is that simple, and in this case, the posts (written for financial blogs) achieved high Google search rankings.

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Content Marketing Best Practices: 5 Tips for the Modern CMO

Content Marketing Best Practices: 5 Tips for the Modern CMO | Contented Insights | Scoop.it
In his journey from mossy marketer to modern marketer, this CMO learned five big lessons on content marketing best practices. As marketing evolves, so too must the CMO, so now he's sharing his 5 t...
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Refreshing article from a former publishing-industry CMO who admits he was growing obsolete in today's content-marketing/social-media world. His tips give gray-hairs everywhere reason for hope.

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Leveraging Content at the Middle of the Funnel: 6 Best Practices from DocuSign’s Meagen Eisenberg | Business 2 Community

Leveraging Content at the Middle of the Funnel: 6 Best Practices from DocuSign’s Meagen Eisenberg | Business 2 Community | Contented Insights | Scoop.it
2012 was a big year at DocuSign. The company kicked off a content marketing initiative while implementing a total of 36 automated nurture programs. You know
Harry J. Lew's insight:

Don't over-invest in top-of-the-funnel content. Also develop assets that nurture and catalyze leads in the middle of the funnel. DocuSign, an e-signature application provider, doubled their pipeline and achieved 127% of their 2012 sales goal following this approach. This mini-case study offers six key best practices.

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Content Marketing | Excitement in Boring Industry: Case Study

Content Marketing | Excitement in Boring Industry: Case Study | Contented Insights | Scoop.it
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"How do you improve the perception of an “unexciting” business in an industry with a bad reputation?" That the question addressed in this case study about a British insurance firm. Answer? Stop touting your products and services and start publishing information that addresses buyer needs and frustrations. But first you need to persuade your CEO that it's appropriate to write about stuff other than insurance policies. Tough challenge, indeed!

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12 Attributes of a Successful Content Curation Strategy | Heidi Cohen

12 Attributes of a Successful Content Curation Strategy | Heidi Cohen | Contented Insights | Scoop.it
At its core, content curation is like a great editor or blogger who brings his unique taste and understanding of his target audience to his selection of the best content for his readers.
Harry J. Lew's insight:

Supplementing your own content with third-party material makes a lot of sense. But it can't just be "any" material, and you need to add value to the curated content. Heidi Cohen's "12 Attributes of a Successful Content Strategy" will help you deploy a content-curation strategy that doesn't weaken your overall marketing effort. Read it !

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5 Big Brands Confirm That Content Marketing Is The Key To Your Consumer - Forbes

5 Big Brands Confirm That Content Marketing Is The Key To Your Consumer - Forbes | Contented Insights | Scoop.it

When the likes of Virgin Mobile and American Express start executing content marketing strategies, you know we've reached a tipping point.  Quick and fascinating read on how content is driving marketing at some of the world's largest companies.

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The Future of Content Marketing – 6 Differences Between Good and Great [Part 2] | Business 2 Community

The Future of Content Marketing – 6 Differences Between Good and Great [Part 2] | Business 2 Community | Contented Insights | Scoop.it

A pithy post on the six success paths in content marketing. Great fodder for brainstorming your own CM initiative.

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