Marketing2015
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Marketing2015
Noticias y novedades friki para marketeros 2015
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How to make content easy to share

How to make content easy to share | Marketing2015 | Scoop.it
Want more shares? Try a few of these tested tips and tricks to make content easy to share and get the maximum number of shares for every piece of content.
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Los beneficios de escoger un buen contenido a la hora de hacer marketing - Inspiralic

Los beneficios de escoger un buen contenido a la hora de hacer marketing - Inspiralic | Marketing2015 | Scoop.it
Escoger un buen contenido. Últimamente se habla mucho de marketing de contenidos, de SEO y de como optimizar una página web.
Inspiralic's insight:
Es muy importante centrarse en el estilo de nuestro contenido, buscar un estilo propio que nos identifique con nuestra forma de hacer las cosas y ser capaces  de plasmarlo en nuestros medios de difusión online, contando con la ayuda de un profesional.Hay que tratar de dar información y ofrecer herramientas que ayuden al usuario a comprender más a fondo el tema y a hacerse una idea más concreta. Si se trata de un producto, no tener miedo en desvelar secretos o explicar algunos procesos de fabricación, hablar de nuestro producto sin desprestigiar a otros competidores del sector.
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Why brands bypass agencies to go directly to production companies - Digiday

Why brands bypass agencies to go directly to production companies - Digiday | Marketing2015 | Scoop.it
Brands like Qualcomm and Nike are increasingly finding that for certain projects, they can bypass agencies and work directly with production companies.
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Cambios en Twitter Analytics

Cambios en Twitter Analytics | Marketing2015 | Scoop.it
Twitter está introduciendo cambios en su aplicación Analytics. Una es en la versión web y la otra en la aplicación para teléfonos móviles. En este último caso, ha comenzado en algunos usuarios, pero llegaría en breve al resto.
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Simplify Your Content Marketing Strategy with a One-Page Plan

Simplify Your Content Marketing Strategy with a One-Page Plan | Marketing2015 | Scoop.it
Simplify Your Content Marketing Strategy with a One-Page Plan

Content-Marketing-Strategy-One-Page-Plan-Cover

As CMI research shows, marketers with a documented content marketing strategy are more effective than those who don’t have a written strategy. Yet, only 27% of B2C and 48% of B2B marketers have developed a plan.

If you lack a written strategy, a one-page plan is a great place to begin. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier. A one-page strategy can help you:

Crystalize your content marketing strategy
Gain stronger buy-in more quickly from executives or clients
Keep content producers strategically aligned

Get started

To create a content marketing strategy in one page, first focus on what the organization needs to accomplish in the next year.

How to ascertain this information depends on your environment. Whether you engage C-level executives, read the company’s internal and external documents (including the overall marketing plan), or use another research avenue, you should identify:

Company’s growth strategy
Revenue growth targets (as a percent or dollar figure over last year)
Profit targets (as a percent or monetary amount per share over last year)
How growth will be achieved (e.g., new product launch, add-on sales to existing customers, new markets, acquisition, new customers, increase in market share)
Other factors or criteria important to the organization’s growth

These business-level elements will appear in your plan as:

1. Objectives: What qualitative results must the company accomplish over the next year?

2. Goals: How will progress toward objectives be measured quantitatively?

Next, work with mid-level marketing, sales, and product leaders to sketch a content marketing plan. How will content marketing help the company achieve its goals? You may find some ideas that content marketing can support, and others that it can’t. What content marketing can support will appear in your plan as:

3. Strategies: What will the content marketing function deliver qualitatively during the next year (e.g., introduce a new product, increase awareness, dramatize your solution’s differentiation)?

4. Metrics: How will marketing measure the achievement of content marketing strategies (e.g., increase awareness by a certain percent, deliver specified number of marketing-qualified leads to sales, contribute a certain dollar amount to the sales pipeline from qualified leads, produce a certain amount of revenue)?

Don’t shy away from revenue goals. It’s bracing to have quantified goals to meet, but quotas bring a clear finish line and value to all content marketing activities. They measure the sales pipeline, customers won, and revenue generated. These are the metrics executives really care about.
Take it to the executives

Now that you have completed the first four parts of the plan, present the draft to the executives and middle managers. Walk through the plan step by step and discuss it immediately, face to face. Be open to questions and input. Be succinct. Be wise – narrow the scope of discussion to avoid misunderstandings or setbacks. The results of their input will help you sharpen the plan, but you still must keep it to one page.

Through your exchanges, you’ll learn that most executives care about the financial numbers. As one CEO put it, “When you come into my office, I see either a penny of expense or a penny of profit on your forehead.” They want to know:

Content marketing costs
Revenue planned to be generated and by what date
Profit produced based on company or product margins
Targeted return ROI for content marketing

Work toward a straightforward understanding with your executives – a simple and scalable marketing model. For instance, I reached this understanding with a CFO: For every $3 in revenue generated by marketing, the company would spend an additional dollar on marketing. The more revenue generated by marketing, the more budget it would have to spend.
Align content creators

I pin the agreed-upon one-page plan above my computer screen and encourage my team to do the same. Use the plan as a litmus test for ideas. Let it simplify decisions about which content goes forward.

As you well know, all your agencies, freelancers, reporters, writers, and digital and social experts need to work from the same content marketing strategy. When it’s only one page, they’re far likelier to use it day to day than they would a multi-page document.

In addition to one-page strategies, content creators also need:

One-page message map
Buyer personas
Understanding of the buyers’ journey
Editorial calendar

Template example

This content marketing strategy template fits on one side of standard printer paper. If you absolutely need more space, use legal-sized paper or even an 11- by 17-inch piece. The important thing is to keep it to a single page that can be easily shared to maximize its impact and usefulness with executives and content creators.

Content Marketing One-Page Plan

Objectives:

1. Increase revenue from product X over the next 12 months.

2. Position this disruptive new product as a viable alternative to (competitor’s product).

Goals:

1. Increase revenue by X% to X% in 2015.

2. Build buyer awareness to XX%.

Strategy:

1. Become the best source of information on (customer problem or product category).

2. Deliver useful information and thought-provoking insights.

3. Educate buyers on:

How to address key technology and business challenges
How to generate revenue, reduce expenses, and improve user experiences

Metrics:

1. Increase website traffic +XX% year over year.

2. Convert XX% of website users. (You may track soft conversions and/or hard conversions.)

3. Add to the sales pipeline XXXX marketing-qualified leads per year, including $YY million in potential deals.

4. Generate revenue of $X million.

Who we serve: Capsule version of buyer personas

What’s in it for buyers? Ideas to further buyers’ careers and their companies’ success

Topics: List topics where the company seeks to position its helpful content.

Serving sizes & frequencies

Time (to get message across) Words Media

7 seconds 23 Headline, tweet, sound bite, cartoon (daily)

2 minutes 400 Web page, blog, news release, video, infographic (2X/week)

5 minutes 1,000 Magazine article, contributed articles, long video (monthly)

20+ minutes 4,000+ White paper, application note, eBook, speech, webinar (quarterly)

Calls to action

Soft: Watch a video. Read blog, magazine article, or white paper.

Hard: Enter demand funnel – read a gated white paper, sign up for a webinar, qualify at a trade show or event.
Conclusion

Adapt the template to suit your needs.Include the most relevant elements. Cover what you need to gain executive support and align content creators. But always keep in mind that it must fit on a single page or its effectiveness will be diminished.

Want more expert advice on how to make your content marketing strategy more effective? Check out the fantastic 2014 CMW sessions that are available through our Video on Demand portal and make plans today to attend 2015 CMW.
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CrunchBase - The world's most comprehensive dataset of startup activity and it's accessible to everyone.

CrunchBase - The world's most comprehensive dataset of startup activity and it's accessible to everyone. | Marketing2015 | Scoop.it
CrunchBase is the definitive database of the startup ecosystem. The Business Graph connects companies, people, products & events to provide data that you need.
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4 ways to get design direction from social media

4 ways to get design direction from social media | Marketing2015 | Scoop.it

Gathering feedback is crucial when you're building a product. And while user testing is typically the best way to gather that feedback, you don't always have the time or budget for it. Thankfully, the web plays host to millions of users ready to try a new product and share their input. With that in mind, here are some tricks to help you get design direction from social media.

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40 logotipos de marca con mensajes ocultos

40 logotipos de marca con mensajes ocultos | Marketing2015 | Scoop.it
Buena infografía creada por madebyoomph sobre mensajes ocultos en los logos de marcas famosas.
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Los medios pueden liderar el camino de cómo usar bien Twitter

Los medios pueden liderar el camino de cómo usar bien Twitter | Marketing2015 | Scoop.it
Adam Bain es el vicepresidente de ingresos globales y alianzas en Twitter. Se trata nada menos de la persona encargada, precisamente, de hacer que la compañía del pajarillo azul ga
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Barcinno - Barcelona Tech, Startups and Innovation

Barcinno - Barcelona Tech, Startups and Innovation | Marketing2015 | Scoop.it
Barcinno is the innovation hub for Barcelona’s entrepreneurial and technology communities. As Barcelona’s #1 English-language tech news source, Barcinno spotlights new developments, growing startups, and exciting events, while offering an unparalleled channel for the rapidly growing entrepreneurial community to expand their presence locally as well as internationally.
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La gran Softonic se va a pique: despedirá a más de la mitad de su plantilla

La gran Softonic se va a pique: despedirá a más de la mitad de su plantilla | Marketing2015 | Scoop.it
La gran Softonic se va a pique: despedirá a más de la mitad de su plantilla El portal de descargas de software español Softonic ha anunciado un ERE con el que despedirá a más de la mitad de su plantilla debido a la pérdida de ingresos
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Brain-Sensor Wearable Headbands De-Stress You in Minutes

Brain-Sensor Wearable Headbands De-Stress You in Minutes | Marketing2015 | Scoop.it
There's a new trend in wearable tech that helps you unwind and declutter the mind.
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Google Unveils a Stick That Turns Any Display Into a PC | WIRED

Google Unveils a Stick That Turns Any Display Into a PC | WIRED | Marketing2015 | Scoop.it
If you plug the stick into an LCD display or a TV, you can run the sort of software you typically run on a personal computer.
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Marketing en twitter

Marketing en twitter | Marketing2015 | Scoop.it
Marketing en twitter. Vuelve a estar de moda el #hashtag. Acuerdo entre Google y Twitter para incluir en tiempo real los tweets en las búsquedas en Google.
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25 Simple Ways to Grow Your Email List

25 Simple Ways to Grow Your Email List | Marketing2015 | Scoop.it
Learn 25 simple and effective ways to organically grow your email database.
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A History of Internet Spying, Part I

A History of Internet Spying, Part I | Marketing2015 | Scoop.it
In last year's documentary Citizenfour, Edward Snowden said, "I remember what the internet was like before it was being watched." Snowden is just 31 years old, so there's simply no way this is true. Intelligence agencies have been keeping tabs on the internet since before Snowden was even born. They were instrumental in creating it.
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Google Knowledge Graph Now Showing Social Profiles For Brands

Google Knowledge Graph Now Showing Social Profiles For Brands | Marketing2015 | Scoop.it
The social profile links within the knowledge graph box on Google now is supported for corporate brands.
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Cómo es la tecnología Quantum Dots Display

Cómo es la tecnología Quantum Dots Display | Marketing2015 | Scoop.it
Descubre que es y cómo funcionan las pantallas Quantum Dots Display
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Sony anuncia desarrollo de dispositivo que transforma cualquier lente en gafas inteligentes

Sony anuncia desarrollo de dispositivo que transforma cualquier lente en gafas inteligentes | Marketing2015 | Scoop.it
Hoy Sony anunció que está desarrollando un nuevo dispositivo con un lente con tecnología OLED que transforma cualquier par de anteojos en gafas inteligentes, similares a Google Glass y con una cali...
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Haz que tu foto se vea en Twitter

Haz que tu foto se vea en Twitter | Marketing2015 | Scoop.it
Trucos Instagram | Haz que tu foto se vea en Twitter. Sencillo truco para que tus fotos de Instagram se vean en Twitter
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SEO natural para personas, no para Google

SEO natural para personas, no para Google | Marketing2015 | Scoop.it
Con un SEO natural más humano, el usuario está contento por el contenido que recibe. Un contenido bueno y bien difundido logrará mejor posicionamiento web.
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Un joven rechaza un millón de dólares y nos da una lección de vida a todos

Un joven rechaza un millón de dólares y nos da una lección de vida a todos | Marketing2015 | Scoop.it
Lo mejor de internet
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Brochure Designs 2013 | Design | Graphic Design Junction

Brochure Designs 2013 | Design | Graphic Design Junction | Marketing2015 | Scoop.it
Every business needs brochures for their branding and corporate image building. As we know new year 2013 just started and designers are looking some fresh and
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