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Scooped by Guillaume Decugis
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LinkedIn Company Pages: the untapped opportunity for SMBs

Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities? 

Guillaume Decugis's insight:

People are 50% more likely to purchase from a company they interact with on LinkedIn. While Facebook pages have been the priority to a lot of companies, LinkedIn is a great way to generate demand and leads through content - especially for B2B marketers.


This is a study on what's missing to SMBs to achieve that and how to fix the content problems they have in an efficient way.

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Guillaume Decugis's curator insight, November 20, 2013 3:17 PM

While some people say content is king, more and more are also saying distribution is queen (and some say she actually wears the pants). The study of more than 3,000 US SMBs that we led at Scoop.it made us realize how much ignored some distribution opportunities are for businesses that don't have huge budgets and need to be focused. 


When you already struggle to maintain and update a Facebook page and a Twitter account, how can you have time for LinkedIn, Google+ etc...? 


A lot of people will recommend to carefully think your strategy and decide which social network is good for you. This is great advice but how can you know for sure before trying it out?


I think there's another approach to this. A #leancontent approach which consists of simplifying the ROI equation by making the investment minimal. By integration on content curation in your content mix and by using cross-posting techniques (such as what we just enabled in Scoop.it with LinkedIn Company Pages), you can effectively test whether such or such social network destination works out. 


And who knows? You might discover you not only have to be everywhere but also that you can be.

Marty Koenig's comment, November 20, 2013 10:19 PM
I now have mine setup!
Demand Generation Through Content Marketing
Generating leads for the Enterprise through publishing by curation
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Scooped by Andrew Federici
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8 Content Marketing Trends for B2B

8 Content Marketing Trends for B2B | Demand Generation Through Content Marketing | Scoop.it
Discover how B2B marketers were leveraging content marketing in 2012 and where their focus will be next year.
Andrew Federici's insight:

Not surprisingly, per a recent survey by the Content Marketing Institute, "producing enough content" is the #1 challenge for B2B content marketers, even above producing quality content.  Scoop.it helps businesses leverage content curation to increase output and compliment the creation of content.

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Content Marketing Minds: Top 7 Reasons Content Marketers Fail

Content Marketing Minds: Top 7 Reasons Content Marketers Fail | Demand Generation Through Content Marketing | Scoop.it
Why are 90% of companies claiming to be content marketers, but only 1 in 25 turn content into revenue-generating assets?
Andrew Federici's insight:

Great article based on Forrester data--the part that's most interesting to me is that one year of well planned out content creation can cost $30,000.  However with content curation, that number could be cut in half (depending of course on the split of curation and creation you deploy).  Scoop.it's platform helps companies achieve just this--a curation solution that increasing output to compliment creation.

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Rescooped by Ally Greer from Public Relations & Social Media Insight
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5 Ways You Can Add Social Proof to Your Landing Pages

5 Ways You Can Add Social Proof to Your Landing Pages | Demand Generation Through Content Marketing | Scoop.it
Social proof can be a powerful tool for converting visitors to your landing page. Learn some ways to add social proof to your landing pages.

Via Jeff Domansky
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Jeff Domansky's curator insight, September 16, 11:10 PM

Do you know the definition of social proof? Find out more and get some tips on how to use it to your advantage.

Scooped by Andrew Federici
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Twitter Vs. Facebook: Which One Is Better for Promoting Your Brand?

Twitter Vs. Facebook: Which One Is Better for Promoting Your Brand? | Demand Generation Through Content Marketing | Scoop.it
Facebook has been traditionally ahead in content marketing promotion and it’s still a great influence on many audiences’ purchase decisions, but nowadays it’s slowly heading backwards.
Andrew Federici's insight:

Some worthwhile points on Twitter's beta "promoted video" feature, which operates on a cost-per-view basis.

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Scooped by Ally Greer
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How to Use the Power of Storytelling in Sales - Invenio Solutions

How to Use the Power of Storytelling in Sales - Invenio Solutions | Demand Generation Through Content Marketing | Scoop.it
In sales, you repeat a formula and that formula is comprised of many facets. These facets include a number of the ‘usual suspects’ like: An introduction or pitch A value proposition A series of qualifying questions to evaluate pain Salespeople …
Ally Greer's insight:

Parts of a good story:


1. Plot = Product/Service, and how it applies

2. Character = Your prospect, and similarities with other prospects

3. Conflict = A struggle between 2 entities; the more interesting the conflict, the more intense the conflict – the better. This is where latent and realized pain is found.

4. Theme = Motivating factor(s), for example – the return on investment.

5. Setting = Context and situational fluency.

(from article)

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Scooped by Ally Greer
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The 5 Techniques to Increase Your Conversion Rate

The 5 Techniques to Increase Your Conversion Rate | Demand Generation Through Content Marketing | Scoop.it
Insider tips on how to increase conversion rate by more than double in only 60 days.
Ally Greer's insight:

Great tips in here on how to collect more contacts and leads from your content marketing (specifically your blog).


The overarching theme and most important takeaway is this: make sure your forms and popups are "laser targeted" at your audience and you're offering them something of value that is directly related to the content that they're consuming.

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Scooped by Ally Greer
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An Introduction to Frameworks

An Introduction to Frameworks | Demand Generation Through Content Marketing | Scoop.it
Ally Greer's insight:

Nothing new or revolutionary here, but this document is a great list I came across while researching marketing and case study frameworks for some B2B content marketing efforts.


Ideologies like Porter's Five Forces and the 4 P's are taught in formal marketing education programs - I've studied all of them as a part of my marketing degree! - and I think that it's important that modern marketers don't forget about them.


Think of this as your cheat sheet for some of the most basic and useful frameworks in marketing and business, and use it for inspiration for your next case study or B2B marketing content.


Included:

Porter's Five Forces

The Three C's

The Four P's

SWOT Analysis

...and more!

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Scooped by Guillaume Decugis
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Content Marketing Minds: Could Content Marketing Replace the Human Sales Team?

Content Marketing Minds: Could Content Marketing Replace the Human Sales Team? | Demand Generation Through Content Marketing | Scoop.it
B2B buyers don’t want your brand’s help making their decisions. They are independent.
Guillaume Decugis's insight:

Have we become so independent that we don't rely anymore on humans to make decision? Not sure this is the case yet but Jean Spencer makes a good point: the more content can help your buyers make their own decisions themselves, the more likely they are to convert.


She also suggests a framework to address that by listing the pain points they have and related content ideas. 


What are the questions your potential buyers ask the most often?

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Scooped by Andrew Federici
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Creating Content for Every Stage of the Customer Lifecycle

Creating Content for Every Stage of the Customer Lifecycle | Demand Generation Through Content Marketing | Scoop.it

Content is useful for attracting prospects and generating and nurturing leads as they move through the stages of the buying cycle.

Andrew Federici's insight:

A good reminder of the various types of content necessary to develop a B2B nuture stream.  Do you have the right content for the various stages of the buying cycle?

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Scooped by Andrew Federici
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Employees on Social Media? Have No Fear

Employees on Social Media? Have No Fear | Demand Generation Through Content Marketing | Scoop.it
A surprising number of organizations continue to fear the prospect of employees on social media, and by doing so are missing what could be one of their most powerful opportunities to achieve marketing lift.
Andrew Federici's insight:

A great example of how employees can actually grow a company's revenue and further educate themselves by becoming brand advocates on social media.  Scoop.it was pretty much invented for this purpose and many of our clients use our software platform to share knowledge internally and externally to grow.

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Scooped by Andrew Federici
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Content Marketing ROI – More Than A Trip Down The Rabbit Hole

Content Marketing ROI  – More Than A Trip Down The Rabbit Hole | Demand Generation Through Content Marketing | Scoop.it
In Alice’s Adventures in Wonderland, Alice blindly jumps into the rabbit hole in striking similarity to the way many marketers today are jumping into content marketing.
Andrew Federici's insight:

Some valuable thoughts on measuring content marketing ROI. Content Curation tools like Scoop.it, of course, help to reduce the "I" or the cost of producing content by saving time and resources.  How do you measure content marketing ROI?

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Scooped by Ally Greer
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How to Triple Your Leads Using Content Marketing

How to Triple Your Leads Using Content Marketing | Demand Generation Through Content Marketing | Scoop.it

How can I triple my leads? So you want to know how to triple your leads with content marketing? Well who doesn’t. Leads are a salesman’s dream.

Ally Greer's insight:

From really getting to know your audience to incentivizing email signups, some basic tips in here on how to get started with a lead generation strategy.

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Scooped by Guillaume Decugis
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6 Surprising Facts About Marketing Automation You Probably Didn’t Know

6 Surprising Facts About Marketing Automation You Probably Didn’t Know | Demand Generation Through Content Marketing | Scoop.it

Why Is Marketing Automation All the Rage?


Because it works.


Marketing automation is just a fancy way to describe a very basic process that every business requires: give the right stuff (content and sales messages) to the right people, at the right time.

Guillaume Decugis's insight:

Beyond the stats, this article gives a number of instructive tips on how to consider a basic marketing automation set up through lead scoring. 

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Scooped by Guillaume Decugis
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How to Generate Leads Without Spending a Dime: The Case for Guest Blogging

How to Generate Leads Without Spending a Dime: The Case for Guest Blogging | Demand Generation Through Content Marketing | Scoop.it
Guest blogging is free in terms of cash, and if you’re a practiced blogger then the time investment won’t be extensive either.
Guillaume Decugis's insight:

While guest blogging is dead as an SEO practice, it is still a powerful way to build a community, scale up content for your blog or - as described in this post and when considering your own content - get additional distribution... and leads.


Now for this to work, the way you approach bloggers or media sites is key as explained in that post from the Online Marketing Institute. 

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Rescooped by Andrew Federici from Curation & The Future of Publishing
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If you still think curation doesn't add value, watch this music video

This guy created a remix of 23 music videos from YouTube to create awesomeness.


Via Guillaume Decugis
Andrew Federici's insight:

Great example of how content curation is changing the world.

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Guillaume Decugis's curator insight, September 18, 8:11 PM

Ever since we started working on content curation, we've had this question: is content curation adding value? Is it stealing? Is it repeating like a parrot?


And ever since we started, we've seen more and more examples of how the remix culture is becoming a massive trend. 


Just like good DJ's, good content curators are creating something new out of the existing by not only aggregating but giving new meaning to content. 


This video made me speechless. Isn't it amazing?

Barbara Vermaas's curator insight, September 19, 4:45 AM

Een creatieve manier van content curation!

Suggested by Camilla Hallstrom
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The Complete Guide to YouTube Content Marketing

The Complete Guide to YouTube Content Marketing | Demand Generation Through Content Marketing | Scoop.it

Video is the future (or present) of content marketing, yet marketers seem to shun YouTube other than for viral videos. YouTube has a massive audience, it's ideal for branding purposes and it benefits your Google SEO. This guide shows you what content you should be curating, how to get a top ranking on YouTube and how to convert that following to your own platform.

Andrew Federici's insight:

Some really great examples of well produced YouTube videos and tips on making them compelling.  This is really worth the read / view.

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Francis Jette's curator insight, September 20, 10:42 AM

Content marketing!

JOSE ANTONIO DIAZ DIAZ's curator insight, September 22, 4:19 PM

agregar su visión ...

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Outbound Marketing the Inbound Way

Outbound Marketing the Inbound Way | Demand Generation Through Content Marketing | Scoop.it
Many companies fail to understand that inbound and outbound tactics can coexist under a single integrated strategy. Here are four ways you can leverage inbound methodology to improve existing outbound marketing initiatives.
Andrew Federici's insight:

Some good points here about how to optimize your inbound strategy.  #2 is promoting content, which lets you target prospects at various stages of the buying cycle.  Curation tools like Scoop.it can help you do just that--publish great content to attract more leads. To learn more explore Enterprise.scoop.it.

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Eric Webb | Marketing Executives Network Group's curator insight, September 11, 7:14 AM

No marketing tactic is an island on its own.

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5 Social Media Tips for Business Owners

5 Social Media Tips for Business Owners | Demand Generation Through Content Marketing | Scoop.it
While social media has been around for a couple of years, many business owners are still not using it to its maximum potential.
Andrew Federici's insight:

While some of Paisley's points may be obvious to some, as she comments, many small businesses are not yet taking advantage of all that social media has to offer.  It's worth revisiting some of the basic strategies to start reaping benefits from this marketing channel.

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Scooped by Ally Greer
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Business Frameworks for Case Interviews

This is a business frameworks presentation, it is particularly useful for solving case interviews.
Ally Greer's insight:

Three more great frameworks for case interviews, which always make great B2B marketing content.

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Scooped by Ally Greer
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How Content Fuels Your Sales Pipeline

How Content Fuels Your Sales Pipeline | Demand Generation Through Content Marketing | Scoop.it

Without a doubt, content fuels your sales pipeline. At least it should.
Whether it’s snackable content for easy consumption, or “heavy” content for persuading peeps to buy from you, your content marketing goals should align with the sales pipeline. 

Ally Greer's insight:

Content marketing is one of the main parts of maintaining a healthy sales pipeline. Whether you're trying to reach potential customers who haven't yet heard of your brand or those who are just a small nudge away from making the purchase, creating and distributing the right type of content is crucial.


This specific post breaks down the different stages of buyers and the different genres of content that cater successfully to each one. These stages of content can be broken down into three categorizations:


1. Awareness content, like blogposts, social media content, and presentations;


2. Consideration content, like case studies and white papers;


3. Decision content like sales collateral, pricing information and product demos.


Another notably important part of the content marketing aspect of the sales cycle that's pointed out here is post-close content. Even after the deal is sealed, it's important to make sure that the customer is happy and informed on what he/she can be doing to make the most out of your product, as well as leaving the potential for an upsell wide open.


This may sound like a lot of work, and I'm not going to be the one to say that it isn't, but there are many ways to keep the content stream consistent for each of the three aforementioned themes. Getting employees across the organization involved in content marketing is one of them, along with curating third party content to fill in the spaces between content created by your marketing team.


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To start populating your website and feeding your content marketing needs with quality curated content, get a demo of Scoop.it today.

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Scooped by Andrew Federici
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How to Pitch the Power of Content Marketing to Your Boss

How to Pitch the Power of Content Marketing to Your Boss | Demand Generation Through Content Marketing | Scoop.it
Though most marketers are coming to recognize the value that a well-planned and executed content marketing strategy can deliver, when it comes to getting buy-in from the boss, many are still being ...
Andrew Federici's insight:

Here are some useful tips about how content marketing works and ways to sell it internally.  Solutions like Scoop.it can help small businesses affordably generate leads.  Check it out at enterprise.scoop.it.

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Scooped by Andrew Federici
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5 Statistics About B2B Demand Generation with Social Media That You Need to Know

5 Statistics About B2B Demand Generation with Social Media That You Need to Know | Demand Generation Through Content Marketing | Scoop.it

What it means: Up from 61% last year, more and more marketers are seeing social media's power to generate demand for their product or service.

Andrew Federici's insight:

A clear message that, while it takes effort, social media is a key source of B2B leads.  An important strategy in attracting such leads is the publishing of relevant content to these social outlets.   Discovering what content to publish is usually a key hurdle, but using a marketing tool like Scoop.it, which includes a content discovery engine, can help you start generating leads more quickly.  Learn more at enterprise.scoop.it.

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Scooped by Guillaume Decugis
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Who Wants A Powerful Inbound Marketing Plan For Free?

Who Wants A Powerful Inbound Marketing Plan For Free? | Demand Generation Through Content Marketing | Scoop.it
Inbound Marketing is a loaded term, and it’s expensive as hell. I’m going to unload it for you for free.
Guillaume Decugis's insight:

If you have no clue where to start with inbound marketing, this is a very neat, simple and well articulated start. Now, the plan is free but the means to implement it are not: even these simple ideas will require efforts, resources and money. To simplify the content marketing side and make it more scalable, you might want to check lean content techniques at http://leancontent.scoop.it

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Hélène Brevet's curator insight, August 27, 8:07 PM

Great pieces of  advice to get started with an inbound marketing plan without spending thousands of dollars on it. 

Scooped by Guillaume Decugis
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Want to drive sales with thought leadership? Think of your blog as a landing page

Want to drive sales with thought leadership? Think of your blog as a landing page | Demand Generation Through Content Marketing | Scoop.it
Thought leadership is hard to define but customers recognize it when they see it.
Guillaume Decugis's insight:

This post on Enterpreneur.com by Anthony Kennada is about 5 strategies for driving sales with thought leadership but I found the most valuable tip in that list to be #1: Think of your blog as a landing page.


To build on that, consider the following questions:


- Does it have clear call to actions?


- Do you offer a way for visitors to subscribe?


- Have you created lead generation forms?


- Are you leveraging non-intrusive techniques like sliders?


- Are you measuring the performance of your content based on conversions/lead generation?


- Do you track visitors in order to be able to retarget them?


These are all questions worth asking if driving sales is the ultimate goal of your content strategy.


(And for more tips on how to specifically do that with curated content, here's our guide on that topic).

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Scooped by Andrew Federici
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11 Ways to Use Twitter To Develop Sales Leads

11 Ways to Use Twitter To Develop Sales Leads | Demand Generation Through Content Marketing | Scoop.it
How to develop sales leads on Twitter? We offer 11 ways in this article showing in-depth knowledge of Twitter.
Andrew Federici's insight:

There's some obvious parts to this post about Twitter, but it's great to see content curation as one of the key recommendations, and of course most importantly a content strategy before anything else.

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