OnMarketing: topics for professional service marketers
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4 Powerful Ways to Use Content Marketing to Build Your Personal Brand

4 Powerful Ways to Use Content Marketing to Build Your Personal Brand | OnMarketing: topics for professional service marketers | Scoop.it
You’ve probably read at least a handful of blog posts that talk about content marketing. If you spend a fair amount of time reading about online marketing, you’ve probably actually come across a few case studies about content marketing.

Via Stefano Principato
Jennifer Palmer Farrington's insight:

As everything is available online, building a personal brand based on content is more important then ever.

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Stefano Principato's curator insight, August 18, 2013 11:02 AM

How this relates to content marketing is using different forms of content is the best way to show exactly why you’re an expert in your field.

dan's curator insight, August 18, 2013 1:51 PM

You’ve probably read at least a handful of blog posts that talk about content marketing. If you spend a fair amount of time reading about online marketing, you’ve probably actually come across a few case studies about content marketing.

OnMarketing: topics for professional service marketers
OnMarketing: topics for professional service marketers
Topics for professional service marketers.
Curated by Mazars USA
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Think Your Business is Too Small for Inbound Marketing? Think Again

Think Your Business is Too Small for Inbound Marketing? Think Again | OnMarketing: topics for professional service marketers | Scoop.it
“One particularly damaging myth that is hurting businesses everywhere, is how inbound marketing is strictly for the realm of large businesses with an established consumer base. In reality, small busin…”
Via Stefano Principato
Jennifer Palmer Farrington's insight:
Being smart about how you plan and craft your inbound marketing program will ensure a successful result. Outbound only captures one market. Inbound captures the market's INTEREST.
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Brand strategy spend on the rise in B2B marketing, study reports

Brand strategy spend on the rise in B2B marketing, study reports | OnMarketing: topics for professional service marketers | Scoop.it
In the next five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017. This spend comes on top of the 86.7% increase that took place over the past five years according to a recent survey by brand strategy consultancy Spencer Brenneman.
Jennifer Palmer Farrington's insight:

B2B companies are investing in their brand - but carefully. They are putting money behind outbound marketing and are measuring it with research to back up the results before, during and after.

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A Silent Career Killer

A Silent Career Killer | OnMarketing: topics for professional service marketers | Scoop.it
Early one morning I sat at my desk reading and re-reading an email from an employee. I could feel the frustration and I hadn’t even had my first shot of espresso yet, and it took every ounce of control not to walk over to the wall and bang my head against it. Read more>>
Jennifer Palmer Farrington's insight:

What is a silent career killer, an attitude that many employees unconsciously adopt? My latest article, published on LinkedIn answers that question.

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Marketing Curiosity: The Cliff Notes to 5 Recent Surveys

Marketing Curiosity: The Cliff Notes to 5 Recent Surveys | OnMarketing: topics for professional service marketers | Scoop.it
To build on a maxim, research, surveys and studies are the formalization of marketing curiosity; satisfy it with these cliff notes to 5 recent surveys.
Jennifer Palmer Farrington's insight:

The notes on five great surveys in this article - my favorite is the customer survey and the B2B challenges for the year.

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The Dark Side of Content Marketing

The Dark Side of Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it
Content is king. A blood-thirsty king. Now feed him.
Jennifer Palmer Farrington's insight:

Is your B2B firm looking at the whole marketing picture when developing content? The biggest complaint I hear from the authors of an article is on the number of "reads" it has. Content requires 4 to 5 times the amount of TIME spent developing the piece to PROMOTING the piece. It is only one component in the bigger picture of a marketing campaign. And it has to be RELEVANT and TIMELY to the audience too.  This is the best article on content I think I've ever read.

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Sales Funnel - When are they going to buy?

Sales Funnel - When are they going to buy? | OnMarketing: topics for professional service marketers | Scoop.it
Someone has been in your sales funnel and is continuing to show interest but is not buying. What to do? Let the prospect control the pace and direction.
Jennifer Palmer Farrington's insight:

While we are eager to move people from a prospect to a client, it is important to keep in mind that it isn't US that controls the pace of the sale, it is the PROSPECT. They might need more time to get to know the firm, like the team and the lead partner, and choose between firms. This is where marketing can be an asset using relevant content to keep them interested and demonstrating expertise.

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5 Major Mistakes to Avoid in Professional Services Marketing

While there are many things to consider when crafting a professional services marketing plan, watch out for these five common obstacles and pitfalls!
Jennifer Palmer Farrington's insight:

One of the major items I see is the lack of a buyer persona in B2B firms. While you may know your client(s) today, they are changing and we need to keep pace with how they change and the media they consume in the process.

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A DIY Guide to Content Marketing

A DIY Guide to Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it
In this five-part video course, a veteran writer and content creator shares his ideas on telling your small business’ story, and offers actionable tips for creating the right kind of content to help boost your online reach.
Jennifer Palmer Farrington's insight:

Everyone writes about content marketing. This video course takes marketers to the beginning and shows actionable steps on how to create the right type of content for your audience, and how to get it noticed.

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How much time does marketing take?

How much time does marketing take? | OnMarketing: topics for professional service marketers | Scoop.it
How much time does small business marketing take? 7 marketing activities you can do from your desk, with what’s involved and how long this would take you.
Jennifer Palmer Farrington's insight:

One question marketers are asked frequently is how long something will take to do.  This article breaks down the time committment simple tasks will take an experienced person to do.

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How to Create A Content Marketing Strategy For Any Company

How to Create A Content Marketing Strategy For Any Company | OnMarketing: topics for professional service marketers | Scoop.it
Content marketing is one of the latest strategies for both personal and business success. The thing is, almost anyone can do it successfully. All you need is a strategy that is focused on your customers and your business goals.
Jennifer Palmer Farrington's insight:

Building trust with your audience, becoming their go-to source for help is a great way to build your content library database. Start with information that is critical and offer it in quick, available bite-sizes so they get used to coming to you to receive necessary information.

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Conducting a High-Performing Department

Conducting a High-Performing Department | OnMarketing: topics for professional service marketers | Scoop.it

Managing a high-performing department is similar at times to conducting a small chamber orchestra. Both contain the best players. Both bring together an assortment of personalities. And both are absolutely amazing when playing well together.

Jennifer Palmer Farrington's insight:

My latest LinkedIn blog talks about managing high-performers and getting them to work together as a team.

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B2B Content Marketing - 2016 Benchmarks, Budgets and Trends

Our 6th annual content marketing research launches with our first of five main reports, B2B content marketing. Partnered again with MarketingProfs and sponsore…
Jennifer Palmer Farrington's insight:

One stat stood out for me was that 76% of companies said they were going to produce more content this year. That is a ton of content.  How are they going to cut thru the clutter?

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3 Free Tools to Help You Understand Your Online Audience

3 Free Tools to Help You Understand Your Online Audience | OnMarketing: topics for professional service marketers | Scoop.it
Technology is a massively important tool for growing your company. Here are three services that will help you better understand your audience so you can easily boost sales.
Jennifer Palmer Farrington's insight:

In B2B we focus a lot on the companies we have in a database or in our networks, but may not spend a lot of time on the individuals that are interacting with us on our social sites. Perhaps it is time to start focusing and analyzing our social media audiences and doing a pilot campaign or two...

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The Psychology of Colors in Content Marketing

The Psychology of Colors in Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it
Design plays an important part in content marketing. An interesting looking site is more likely to retain the attention of visitors than something boring or simply average. In turn, sites that rely on content marketing tactics like blogging need to use images to help break up the text and give their readers’ eyes a break. […]
Jennifer Palmer Farrington's insight:

Thinking about the color you choose when creating action buttons and headers in emails - are they driving readers away or attracting them to click?

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Silent Career Killer #2

Silent Career Killer #2 | OnMarketing: topics for professional service marketers | Scoop.it

Are you on your way to damaging your career by neglecting one critical, vital component? bit.ly/2krcsuR  

Jennifer Palmer Farrington's insight:

Much has been made of building your personal brand. But did you realize that it is important for not only executives, but for every professional at a company? You need to know how you are perceived at your company because perception is reality, fair or unfair, and that becomes your personal brand.

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21 Creative Tools for Video Storytelling & Brand Marketing

21 Creative Tools for Video Storytelling & Brand Marketing | OnMarketing: topics for professional service marketers | Scoop.it
21 creative tools for video creation, editing and sharing that will help you take your brand marketing to the next level through video storytelling.
Jennifer Palmer Farrington's insight:

Getting started with video can be frightening for those of us that aren't used to recording every moment of our life on social media. How to get started? This article gives the basic tools out there to use, and the channels to distribute them. It isn't too scary after all!

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Content Marketing: Answer These 4 Questions in the First 15 Seconds

Content Marketing: Answer These 4 Questions in the First 15 Seconds | OnMarketing: topics for professional service marketers | Scoop.it
Your content marketing efforts get 15 seconds to connect with a reader. Here's how to make every second count by answering reader's questions.
Jennifer Palmer Farrington's insight:

I am always editing down articles, emails and any copy I find to get to the point. This article gets to the heart of the matter. If your content doesn't answer these questions, "Who are you talking to; What's in it for me;  Says Who; and Is This Hard to Read;" right off the bat, you've lost the game.

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Keep Them Happy: How to Make Your Customer Satisfaction Scores Skyrocket

Keep Them Happy: How to Make Your Customer Satisfaction Scores Skyrocket | OnMarketing: topics for professional service marketers | Scoop.it
You think your customers are happy. But have you ever taken a step back to evaluate (and quantify) what they aren’t telling you?
Jennifer Palmer Farrington's insight:

While it is easy to take a look at the overall good score and stop there, digging deeper into customer survey data can unearth a wealth of information. You can find out not only what you are doing well, but areas where the customer wants to know more about a service or product (um, cross-sell anyone?) or find that while they loved the service provided, there may have been a personality issue. Don't be afraid of the data! Your customers want to connect if they believe and trust in your products and services.

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Are Purchased Email Lists Too Dangerous to be Effective?

Are Purchased Email Lists Too Dangerous to be Effective? | OnMarketing: topics for professional service marketers | Scoop.it
Thinking about integrating purchased email lists in your marketing? Read this guide before you act!
Jennifer Palmer Farrington's insight:

One of the frequent questions the marketing department has from partners in the professional services industry, is: "I have this list of people from my [fill in the blank here] that I want to add to the mailing list. Why won't you let me add them?"  This is a great article that explains why adding unsolicited emails to your list is only asking for trouble, and that taking the time to build your list organically is the best ROI.

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10 Cool Tools To Build Apps Without Code - InformationWeek

10 Cool Tools To Build Apps Without Code - InformationWeek | OnMarketing: topics for professional service marketers | Scoop.it
Building an app doesn't always require skill in software development. All it takes is one of these tools and you too can create effective business-class apps.
Jennifer Palmer Farrington's insight:

What happens if you take away the coding in building an app for your business? Anyone on your marketing team can use it.

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Little Sisters and Turtle Shells Taught Me to How to Deal With Aggravation at Work

Little Sisters and Turtle Shells Taught Me to How to Deal With Aggravation at Work | OnMarketing: topics for professional service marketers | Scoop.it
It is very easy to get caught up in the moment at work. The day-to-day activities, deadlines, requests and “emergencies” can at times be overwhelming. All too soon, you lose focus and become consumed in a situation where you have angry customers, employees and managers twisted and yelling at you. Essentially, you get on the ground and roll around with them the same way my sister would needle me until I would engage her in a fight. 

Instead of participating, that is the perfect moment to stop, take a breath, pull out the turtle shell and refocus the conversation.
Mazars USA's insight:
Latest article written by Jennifer Farrington that talks about managing emotions in the workplace.
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How To Use Content Marketing To Drive Event Attendance

How To Use Content Marketing To Drive Event Attendance | OnMarketing: topics for professional service marketers | Scoop.it
Content marketing works for business as well as for events. Read this detailed post about how to harness content marketing to drive event attendance.
Jennifer Palmer Farrington's insight:

Great idea for event attendance - get speakers to give a quote or two about the upcoming event and why they are excited to be speaking there!

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The 21 Top Social Networks for B2B Marketing

The 21 Top Social Networks for B2B Marketing | OnMarketing: topics for professional service marketers | Scoop.it
What are the top social networks for content marketing? We review 21 and provide tips on maximizing each for your content marketing programs in 2016.
Jennifer Palmer Farrington's insight:

Nice summary of social networks for those getting started as well as a quick peek at some of the newer ones out there.

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Lifetime Value of Your Content Marketing

Lifetime Value of Your Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it
How to find out the life time value of your content marketing strategy and get the maximum benefits for your digital marketing efforts.
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10 Content Marketing Growth Hacks [with Infographic]

10 Content Marketing Growth Hacks [with Infographic] | OnMarketing: topics for professional service marketers | Scoop.it
Content marketing and growth hacking ultimately have the same goal: Increasing revenue. Here are 10 proven content hacks you can try right away.
Jennifer Palmer Farrington's insight:

I know I could be more aggressive with my own call to actions in my content and blogs that I write - how about you?

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