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The Top 9 Marketing Technology Article Summaries Curated Today, Wednesday, 5/29/13 from The Marketing Automation Alert

The Top 9 Marketing Technology Article Summaries Curated Today, Wednesday, 5/29/13 from The Marketing Automation Alert | Mobile webite, online marketing, Small business, social media | Scoop.it

Wish we had more to offer today, but we really to pare down the massive amount of marketing articles and posts to only those that you’ll find useful and of value. And we’ll eliminate those posts that cover territory about which has been written ad nauseam. Regardless, it seems as if today was a data driven kind-of-day: posts on big data, analytics, attribution, etc. You’ll want to read another action-item list regarding Penguin 2.0, as well as a few tools to help keep your DB clean.

 

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_____________________________________________________________

Featured Marketing Automation Article

 

How top-of-funnel marketing influences website conversions - Brafton

 

http://sco.lt/8Ujlsv

From www.brafton.com - Today, 10:21 AM

 

Digest...

 

Perhaps what prevents many organizations from developing lead nurturing strategies is their inability to understand how their sales funnels work. Businesses just getting into the web-marketing game may overwhelm themselves with the breadth of website analytics and lead scoring technologies available today, but some of these programs have become essential for success on the ‘net.

 

Businesses that strengthen their attribution tactics also build smarter internet marketing campaigns. When brands understand how top-of-funnel marketing channels influence interaction throughout the sales cycle, they can better anticipate sales opportunities and make sure the most persuasive content types engage readers when they’re on the cusp of converting.

 

iNeoMarketing's insight:

Even if management doesn't give a crap about attribution and analytics, you have to: it's the only way you can learn, iterate and improve. With the right analytics apps and support in place, your campaigns will be smarter and more effective over time.

 

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The Hidden Sales Cycle Revisited | Aberdeen Group

 

http://sco.lt/96U98T

From blogs.aberdeen.com - Today, 10:17 AM

 

Excerpted and condensed...

 

The fact is that there’s always been a hidden sales cycle to some degree. We sought advice from friends and family, we read magazines and reviews (OK, not technically hidden, since there were advertising platforms), and consulted with analysts, colleagues, and committees for large corporate purchases. Social media and search have accelerated, expanded, and democratized its impact however. It’s easier than ever to find multiple sources of information and expertise.

 

Aberdeen’s 2012 “B2B Social Media Marketing: Are we There Yet?“ report found that buyers communicating on social networks was the number one pressure driving adoption of social media marketing. Companies who thought they could manage the conversation by managing information may now find themselves at a loss.

 

However, unlike the old hidden sales cycle, the new hidden sales cycle can be discovered, monitored and engaged. This presents unique opportunities for brands to “be the disruption” or at least be part of the information flow.

 

iNeoMarketing's insight:

This goes hand in hand with the notion that the campaign may be dead, and that the prospect has control over the sales cycle. What to do? Be there with valuable content, capture info, and drip away.

 

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Big Data: The Good, the Bad and the Ugly - Right On Interactive

 

http://sco.lt/6D5vyj

From www.rightoninteractive.com - Today, 10:07 AM

 

Digest...

 

The following are some ways to clean up data:

- Conduct a data collection audit to understand the touch points from which data enters the organization. An organization may aggregate data from website forms, point of sale terminals, contests, social media, and many other channels. It’s important to ensure retention of only the relevant data from all these touch points.

- Address neglected data. Most organizations collect the maximum possible information they can, and simply leave it somewhere. In most cases, such information would have no relevance. This type of data has to be reviewed, and retained or discarded as required.

- Break down data silos. Many organizations have a problem with data silos, and spend good money to break them down. A study by Altimeter Group covering 142 companies with over 1,000 employees revealed an average company spends $272,000 on custom integration efforts to integrate disparate social systems. A good big data initiative would factor-in breaking down such silos, by incorporating execution tools via APIs or by integrating scripts along with the data collection efforts.

 

iNeoMarketing's insight:

Not necessarily garbage in garbage out, but streamlining data operations so that the processing takes into account ALL good data throughout the organization.

 

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4 1/2 Tools to Help Keep Your Database Clean - Pardot

 

http://sco.lt/6tbMht

From www.pardot.com - Today, 10:13 AM

 

Condensed...

 

For those time-strapped marketers, we offer you the list of database-cleaning resources:

Fresh Address helps companies build, update, segment, and clean their email lists. If you have a large database full of customer or prospect email addresses, but have found that you’re continually seeing bad bounce rates from invalid email addresses, Fresh Address can update your email database and replace any bad addresses with the correct ones, while also maximizing email deliverability and avoiding ISP blacklisting.If you’re looking for a low-cost email verification service (as well as a company with a sense of humor), try using BriteVerify. They offer on-demand, pay-as-you-go pricing so that you pay for exactly what you need.Hoovers offers a number of solutions for sales and marketing departments, a few of which are data cleansing and enrichment, list cleaning, and appending services.With Data.com, you can access millions of top-quality D&B company profiles and Data.com contacts to get clean and current email addresses, contact information, and more. Using a tool like Data.com, you can ensure that you not only start with a clean database, but you also keep it maintained over time.

 

iNeoMarketing's insight:

Just a word of caution regarding Hoovers and Data.com: even their data may be severely outdated. We suggest you get with your account rep and secure a small number of contacts, and check those for validity. In one case, we found that 50% of the sample dated was outdated.

 

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Only 37% of Marketers Think Their Facebook Advertising is Effective [Study] - Search Engine Watch

 

http://sco.lt/7XP3bN

From searchenginewatch.com - Today, 9:39 AM

 

Key excerpt...

 

Moving onto Facebook specifically, it isn't surprising that 92 percent were using Facebook as part of their social media efforts and that 49 percent considered Facebook to be their most important social media platform.

 

But what is surprising is the fact that only 37 percent of marketers think their Facebook advertising is effective. That is a pretty astonishing number. Is this a metric that shows Facebook marketing isn't effective, or is it really to do with the fact marketers aren't properly tracking those Facebook efforts into ROI?

 

iNeoMarketing's insight:

We tend to think the latter: we're finding that attribution and tracking is so damn lacking across the board.

 

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Working in a Post-Penguin 2.0 Web - Website Magazine

 

http://sco.lt/7Fwj6P

From www.websitemagazine.com - Today, 9:53 AM

 

Synopsis...

 

So, what exactly will it mean to work on the Web and practice search engine optimization for your website or blog in a post-Penguin 2.0 world?

Authority Matters (More)

Google is going to be paying much closer attention to your credentials, so if your site is considered an authority in your specific niche, expect to see that pay off in the form of higher rankings on the search engine.

Changing the Way We Guest Blog

One of the biggest things that Google seems to be interested in targeting are sites that have a lot of outbound links pointing at just one website, as opposed to various links to many different authoritative websites. This will (or should) have a major effect on the way that content marketers and bloggers choose the websites that they write guest blog posts for.

The Advertorial Question

Google likely won’t be recognizing those who publish advertorials as true “authorities,” and they should not be expecting link credibility from the search engine if they publish them.

The Death of Content Spam

Google has finally tied a direct penalty to the much-maligned art of content spam. This obviously means that any sites that “feature” user-generated content spam will be hurt on the SERPs as a result.

Enough with the Over-Optimization

Sites that use their navigation, header and/or footer areas to include more keywords as a way to rank higher for those terms, or sites that add a superfluous amount of header and footer links for those keywords, will be working in vein now.

Keeping Ads in Check

In order to keep websites and domains from being landing pages for a bunch of ads, Google has started handing out penalties to sites that put too many advertisements above the fold.

An Increase in Clusters

Despite the fact that Google likes to have as much variety as possible on the first page of the SERPs, it looks like the search engine will be displaying more clusters of multiple pages from the same domain.

Crawlability is Key

Crawl errors that diminish the spiders’ ability to scan your website to determine its authority, and thus ranking position, will now have a greater impact on your overall SEO efforts. Crawl errors affect a site’s strength and authority, and that will become a bigger problem on the post-Penguin 2.0 Web.

 

iNeoMarketing's insight:

Here's our second scoop on action items you should take in response to Penguin 2.0. Please click through for greater detail on each step.

 

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Big Data Creates Big Differences in Digital Marketing Efforts - Gartner

 

http://sco.lt/8H6CUj

From blogs.gartner.com - Today, 9:28 AM

 

Excerpt...

 

But it’s not so much the hype we’re interested in as the reality, which is that there are large variations in adoption of data-driven marketing techniques among marketers. Last month Gartner released a survey (highlights available) that showed marketers, on average, allocate 21% of their marketing budgets to marketing analytics. But averages can be deceiving: only about a quarter of the panel reported spending near the average; at the extremes we find 21% spend less than 10% while 15% spend over 40%.  That’s a wide range. Similarly, when we asked what percent of the marketing analytics budget was allocated to digital marketing analytics, 24% said less than 10% while 17% said over 40%.

 

iNeoMarketing's insight:

We suppose we're not surprised by this, i.e., the gap between the spenders and the non-spenders. But the fact remains that data collection, analytics and the subsequent attribution are vitally important to the ever growing IT infrastructure beneath the feet of the B2B marketer.

 

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Twitter Lead Generation Cards Let Advertisers Collect Email Addresses - ClickZ

 

http://sco.lt/7MhFXV

From www.clickz.com - Today, 9:35 AM

 

Key excerpt...

 

Twitter explains the new feature:

Think of a Lead Generation Card as a landing page within a Tweet. This landing page is streamlined to let users effortlessly express interest, but its simplicity also makes lead generation more efficient for you. Best of all, you won’t need to change your existing lead generation workflow—you can feed lead data into your existing marketing automation or CRM system, such as Salesforce.com or other software.

 

iNeoMarketing's insight:

We completely missed this! Twitter is absolutely correct: the Lead Generation Card is for all intents and purposes a Landing Page! Collecting email addresses for lead nurturing...Fantastic!!!

 

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Digital Video Is New Again…What? - ClickZ

 

http://sco.lt/68GCfZ

From www.clickz.com - Today, 9:24 AM

 

Key excerpts...

 

YouTube, Facebook, Twitter, Path, Vine, Viddy, and others have made it incredibly easy to distribute video. Primarily to our own networks and through peer-to-peer sharing, but with YouTube advertising, Facebook's forthcoming video ads, and Twitter's new adventures in segmentation and Cards APIs, we're seeing a maturing of video distribution to audiences at scale. This is really important. For the first time the platforms have the ability to provide amazing levels of targeting, but at scale. Targeting at scale is truly disruptive and for the first time Facebook and YouTube can start to reasonably expect marketers to start shifting broadcast dollars into digital. As we all know, there are lots of broadcast dollars.

 

The biggest opportunities for marketers are around reaching the right people (targeting at scale) and about using video in these much more personal contexts to not only drive awareness but to drive peer-to-peer sharing and deeper brand engagement. Video, done right, is still the most compelling media we have and the emerging discipline of content marketing is predicated on the shift from using content to drive awareness and brand affinity to driving deeper engagement, advocacy, and loyalty.

 

The biggest challenges are around creating great video content at reasonable expense and then mastering the "converged media" landscape where owned, earned, and paid all work together to drive outcomes. There's nothing new here for us seasoned (jaded) digital marketers. Video is yet another "native" ad type to be leveraged across customer touch points, online and off-. A content type we're really excited about if we can get the good stuff.

 

iNeoMarketing's insight:

This post is oriented to the B2C world, but the excerpt above is very applicable to the B2B marketer. The platform is there to present your offerings in video format: the question is how.


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marketingIO's curator insight, May 29, 2013 11:05 AM
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The Top 10 Marketing Technology Article Summaries Curated Today, Thursday, 5/30/13 from The Marketing Automation Alert

The Top 10 Marketing Technology Article Summaries Curated Today, Thursday, 5/30/13 from The Marketing Automation Alert | Mobile webite, online marketing, Small business, social media | Scoop.it

The big focus today is Mary Meeker’s “Internet Trends 2013” so if you haven’t already reviewed it, see below. If you only have time to read one item today, this would be it. We’ve also scooped an interesting article on how agile marketing should impact your customer experiences, as well as a post on case study best practices. And as usual, tips, tricks, and infographics to keep your brain sharp (including two fascinating infographics on Big Data).

 

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_____________________________________________________________

Featured Marketing Automation Article

 

KPCB Internet Trends 2013 - Mary Meeker

 

http://sco.lt/7yYW4v

From www.slideshare.net - Today, 2:55 PM

 

The latest edition of the annual Internet Trends report finds continued robust online growth. There are now 2.4 billion Internet users around the world, and the

 

iNeoMarketing's insight:

MUST REVIEW!

 

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Case Study as a B2B Content Marketing Tactic - Pros, Cons & Best Practices of Case Studies - TopRank

 

http://sco.lt/6W8AxF

From www.toprankblog.com - Today, 11:58 AM

 

Within the realm of B2B marketing, it's stories, not features and benefits that allow brands to create relevant and engaging connections with prospective customers.

 

Key excerpt...

 

Here are some key elements of a persuasive case study:

Headline: Who, What, & Results – 10 to 15 words.Visual: Skip the stock photos and opt for images of real people when appropriate. Company logos and screen shots of results/performance information are handy as are any compelling visual elements that complement the story.Challenge: Start with the current situation. What is the trouble? Create friction and a sense of urgency that this problem needs to be solved.Solution: How does solving this problem create a positive business impact? What role did your brand play in the solution?  Offer justification for the recommendations through the approach and tactics.Results: Create points of comparison. Contrast “the trouble” with the solution. Provide KPIs & outcomes. Use raw data points, percentages and general quantifiables as appropriate. Results must be compelling, remarkable, impressive! Align those results with your brand and offer future direction. Include a quote or testimonial from the key person involved with the project. How did this help them and what has this success done for the business?Close it: Near or alongside the case study, include a call to action appropriate to the case study. Don’t leave the CTA to your website’s “contact us” link or button in the navigation.Media: In the B2B world, a PDF file is expected. Be sure to offer the case study as a web page and in PDF format at a minimum. But don’t overlook posting to services like Slideshare or repurposing for use in articles, reports, webinars or conference presentations.

 

iNeoMarketing's insight:

You know the pros and cons, but these key elements are excellent. Click through for examples.

 

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Mobile marketing is finally becoming a priority for b2b | BtoB Magazine

 

http://sco.lt/71qqjx

From www.btobonline.com - Today, 11:54 AM

 

Key excerpt...

 

For b2b marketers, which have lagged their b-to-c counterparts in mobile, the broad adoption of tablets and smartphones by business users and the high consumption of content on mobile devices have spurred the development of more mobile apps and mobile Web experiences.

 

A study released this month by The Financial Times and Doremus, New York, found that 49.0% of global business executives say tablets are replacing their laptop computers. The study, based on an online survey of more than 400 global business executives, found 69.0% of business executives do not turn off their smartphones at night or on weekends.

 

A separate report, by Constant Contact, found 66.0% of small-business owners now use mobile devices for business purposes.

 

iNeoMarketing's insight:

You MUST adapt your communications to mobile. Do yourself a favor: open up a Litmus account (it's inexpensive) and run your HTML code through it to ensure that it appears cleanly across all devices and OSs.

 

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Lead Generation: Revamped marketing automation and CRM technology drives 75% more leads - Sherpa

 

http://sco.lt/6o7mN7

From article - Today, 11:14 AM

 

Summary...

 

Technology in the form of marketing automation and CRM software is a key piece of the complex sale. Handling lead scoring and nurturing manually just isn't an option once marketing campaigns reach a certain size.

Managed Maintenance had marketing automation and CRM software in place, but the programs did not integrate, leaving Marketing and Sales technology siloed.

After revamping its entire technology setup, Marketing was able engage in lead scoring and nurturing, and achieved a 75% lift in lead generation in the first year of the new program.

 

iNeoMarketing's insight:

This is an excellent blueprint for all marketing automation newbies out there! You'll want to click through to understand the steps and the hows behind achieving this level of success. BTW: you should expect a similar level of success!

 

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The 4 SEO Trends Every Marketer Needs to Know « iMediaConnection Blog

 

http://sco.lt/7NmMXR

From blogs.imediaconnection.com - Today, 10:59 AM

 

Synopsis...

 

While SEO experts should live in the weeds of these updates to understand the nuances in how Google ranks content, marketers should recognize a few high level SEO trends that drive successful content marketing initiatives.

1. SEO used to be an exercise in optimizing content for spiders. Today, SEO is about optimizing content for the user.

2. Links still matter, but the game has changed.

3. The power is in the long tail.

4. Traditional marketing tactics will boost digital marketing initiatives.

 

Use this list as criteria to check off on each time content is added to your website:

Am I using the language of my target consumer?Am I linking to authoritative websites?Am I optimizing this content for a specific user by targeting a few long tail keywords?Am I promoting this content using more traditional marketing tactics?

 

iNeoMarketing's insight:

The basics: blocking and tackling. And continues to be relevant in light of Penguin 2.0.

 

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The 5 Social Media Metrics Your CEO Actually Cares About - HubSpot

 

http://sco.lt/7esh7p

From blog.hubspot.com - Today, 10:50 AM

 

Social media vanity metrics abound, we can all agree. Here are the metrics your CEO actually wants to see.

 

Summarized...

 

So here are some social media metrics that actually matter to our CEO --- and likely yours, too! 

1) Channel Reports: Are we spending our time and money in the right places?

2) ROI Data: Is social media generating leads and customers for us?

3) Customer Response Rates: Are we responding to customers in social media?

4) Opportunity Response Rates: Is our sales team finding and responding to opportunities in social media?

5) Reach and Virality: Has social media helped us grow our reach?

 

iNeoMarketing's insight:

At first we were going to pass over this post, but we thought about it, and said that these five metrics are so basic yet so important, and will lead to further analysis. It's boiled down to the essentials.

 

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Four ways agile marketing will change your business and interactions with customers - Econsultancy

 

http://sco.lt/8TlIBt

From econsultancy.com - Today, 10:39 AM

 

Digest...

 

At the recent Neolane & Celerity co-hosted breakfast seminar Ashley Friedlein spelt out what agile marketing is and how it’s going to change us all. What was clear from all the presentations at the event was that personalisation, real-time, agile marketing practices will become the norm. According to Neolane’s recent survey, 19% of marketers are currently personalising their websites in real-time. But Neolane predicts that this figure will jump by 3X to 59% by the end of 2014.

 

If all these predictions are right there will be big changes afoot. Here I take a look at what they will mean for businesses and marketing teams:

1. Providing on demand services:

This is about giving fast, reactive and dynamic services and products.

2. Meeting your customer's real time expectations:

The consumer’s expectation that real time information and personalisation is possible and should be normal is driving our technological revolution.

3. New ways of working in a digital age:

If the customer's expections are that brands should be ubiquitous then the 9 – 5 way of working will have to change. This is all about embracing “agile” working practices.

4. Creating a new-breed of marketing teams:

[M]arketing teams should turn into multidisciplinary teams – that include designers, content creators and technologists. He said they should be co-located or virtual teams given “freedom within boundaries” to focus on delivering a customer-driven experience, like in the way Twitter and Facebook were started. This real time marketing approach will mean large corporations are going to have make a cultural shift.

 

iNeoMarketing's insight:

If you think this is solely applicable to B2C, think again: absolutely applies to your B2B audience which is in total control of the search process. And if you needed a vision, click through and absorb.

 

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How Top Customer Experience Marketers Differ From Their Peers - MarketingCharts

 

http://sco.lt/7YTtYH

From www.marketingcharts.com - Today, 10:16 AM

 

Excerpt...

 

Understanding the customer and improving the customer experience are high on the marketing agenda this year, according to IBM’s recently-released “State of Marketing” report. According to the study, acquiring new customers (42%), retaining existing customers and improving loyalty and satisfaction (36%), and creating consistent, relevant and positive customer experiences across channels (34%) are among the top challenges being faced by marketers today. Certain high-performers, dubbed “leading marketers” by IBM, are going about their business differently from their peers, taking a tech-infused approach and demonstrating a confidence in their organizational excellence.

 

iNeoMarketing's insight:

Superb chart by which to benchmark yourself and applicable to the B2B environment.

 

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 [INFOGRAPHIC] The Real World of Big Data | Wikibon

 

http://sco.lt/6bRKUr

From visual.ly - Today, 10:13 AM

 

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 [INFOGRAPHIC] Big Data Snapshot | New Scientist

 

http://sco.lt/5MJ6wr

From visual.ly - Today, 10:02 AM

 

Big data techniques seek to gain new insight by analysing very large data sets


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marketingIO's curator insight, May 30, 2013 3:38 PM
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15+ Places to Promote Your Blog On The Web - Small Business Trends

15+ Places to Promote Your Blog On The Web - Small Business Trends | Mobile webite, online marketing, Small business, social media | Scoop.it

As a blogging business, where should you be promoting your blog to help connect with readers and help them fall in love with your content? Below are a few places to start. Email Signature: Include a link to your blog URL in your email signature so that every time you message a customer, vendor, new contact, colleague, or even friends from high school you’re promoting your blog and encouraging them to check it out. Email Newsletter: Already investing in email marketing? Why not incorporate some of your blog content to help customers catch up on what they may have missed? This may mean republishing posts via email or setting up a From The Blog section in your newsletter that provides a snippet of article text before driving readers back to your website. Print Promotional Material: Hey, just because that brochure or handout resides offline, doesn’t mean you shouldn’t be using it to promote what you’re doing online. Make sure customers are aware you’re a business whose blogging by putting the URL and blog-related CTAs on printed promotional material....


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Case Study as a B2B Content Marketing Tactic - Pros, Cons & Best Practices of Case Studies - TopRank

Case Study as a B2B Content Marketing Tactic - Pros, Cons & Best Practices of Case Studies - TopRank | Mobile webite, online marketing, Small business, social media | Scoop.it

Within the realm of B2B marketing, it's stories, not features and benefits that allow brands to create relevant and engaging connections with prospective customers.

 

Key excerpt...

 

Here are some key elements of a persuasive case study:

Headline: Who, What, & Results – 10 to 15 words.Visual: Skip the stock photos and opt for images of real people when appropriate. Company logos and screen shots of results/performance information are handy as are any compelling visual elements that complement the story.Challenge: Start with the current situation. What is the trouble? Create friction and a sense of urgency that this problem needs to be solved.Solution: How does solving this problem create a positive business impact? What role did your brand play in the solution?  Offer justification for the recommendations through the approach and tactics.Results: Create points of comparison. Contrast “the trouble” with the solution. Provide KPIs & outcomes. Use raw data points, percentages and general quantifiables as appropriate. Results must be compelling, remarkable, impressive! Align those results with your brand and offer future direction. Include a quote or testimonial from the key person involved with the project. How did this help them and what has this success done for the business?Close it: Near or alongside the case study, include a call to action appropriate to the case study. Don’t leave the CTA to your website’s “contact us” link or button in the navigation.Media: In the B2B world, a PDF file is expected. Be sure to offer the case study as a web page and in PDF format at a minimum. But don’t overlook posting to services like Slideshare or repurposing for use in articles, reports, webinars or conference presentations.

 


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marketingIO's curator insight, May 30, 2013 11:58 AM

You know the pros and cons, but these key elements are excellent. Click through for examples.


  • See the article at www.toprankblog.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Dean Ryan G. Martin's curator insight, December 19, 2014 6:50 AM

Brian Dean claims case studies are the new face of content marketing in 2015. I seem to agree because case studies tell memorable stories, which many people can relate to.  

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Content Marketing Secrets To Boost Social SEO - MediaPost Publications

Content Marketing Secrets To Boost Social SEO - MediaPost Publications | Mobile webite, online marketing, Small business, social media | Scoop.it

Summarized...

 

Here are a few tips for optimizing your presence on top social media sites like Facebook, Twitter, Google+, and Pinterest.

Create a vanity URLTake advantage of the "about" sectionInclude geotargeted keywordsCraft content that gets sharedRegularly post new content
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marketingIO's curator insight, April 16, 2013 6:03 AM

Some basics that you should be implementing as a part of your content marketing creation process, especially targeted keywords within the content AND the title. Click through for details to each.


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Giovanni Benavides's curator insight, April 17, 2013 12:31 AM

For all of us that continue to learn