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Ingredients of Top B2B Content Marketing Strategies on LinkedIn - ClickZ

Ingredients of Top B2B Content Marketing Strategies on LinkedIn - ClickZ | The MarTech Digest | Scoop.it
Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity.


Digest...


Here are four strategies for creating and distributing content on LinkedIn:

  1. Maximizing the LinkedIn news feed as a content delivery mechanism. This is standard content marketing "table stakes" - delivering relevant, targeted content direct to company followers through LinkedIn's news feed.
  2. Encouraging followers to share brand content on a brand's behalf. Many Facebook best practices also apply to LinkedIn - people trust recommendations from their network. Brand awareness is spread by investing in personalized social experiences that encourage the network to participate, and share that participation. Beyond using the LinkedIn share button, brands that deploy LinkedIn APIs to create personalized social experiences outside LinkedIn can encourage participants in those experiences to share.
  3. Encouraging sharing of conversational content in LinkedIn groups. Conversations in a LinkedIn group are just as much about content marketing as the distribution of videos, case studies, webinars, white papers, and the like.
  4. Offering targeted content hubs, based on LinkedIn personas. B2B brands with well-organized existing repositories of content can target that content to the right personas by encouraging visitors to log in using their LinkedIn credentials before they browse the content.
marketingIO's insight:

Use the LinkedIn connection with SlideShare to improve your content delivery system into LinkedIn.


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Peg Corwin's curator insight, July 15, 2013 8:46 PM

In #3, above, I caution that if you share conversational content, you should get permission from the authors. Earlier, I mistakenly shared a Linkedin Answers response in a blog post and was told it was inappropriate.


Scoopit certainly could be used at the content hub described in #4.

Digital Marketing - WSI France's curator insight, April 24, 2014 5:23 AM

Votre contenu sur LinkedIn est-il pertinent?

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Your Must-Read MarTech Digest™, for Thursday, 2/23/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 2/23/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

 

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Pinterest Marketing Guide by Crazy Egg - CrazyEgg

Pinterest Marketing Guide by Crazy Egg - CrazyEgg | The MarTech Digest | Scoop.it
10 Tips for Getting More from Pinterest Marketing
1. Pin at the Right Time
2. Include Text on Your Image
3. Find More Interesting Items to Pin
4. Write Longer Pin Descriptions
5. Include Prices
6. Create More Boards and Name Them Well
7. Use Group Boards for More Engagement
8. Be Conversational
9. Use a Widget
10. Rearrange Your Boards
marketingIO's insight:

I only scooped these ten tips. There's a full guide when you CT.

 

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drula eric's curator insight, Today, 3:17 AM
Ce programme combine une énorme quantité de motivation, des stratégies de marketing pour appliquer tout ce ainsi que les leçons dans le développement personnel. Il est un programme exceptionnel qui rassemble tout ce que j'ai Pour apprendre à générer ce revenu. https://dexeril.com/2017/02/22/1-mbm-multi-business-management-world-2/?iframe=true&theme_preview=true
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Startup Sales Stack Report 2017 - Bowery Capital

marketingIO's insight:

It's a GREAT resource, one where you can skip around. Bookmark this! BTW: check out the landscape.

 

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7 Growth Hacking Examples to Inspire Your Own Marketing - Mention

7 Growth Hacking Examples to Inspire Your Own Marketing - Mention | The MarTech Digest | Scoop.it
1. Find a distribution system to hack
2. Leverage the distribution channel(s) you already have in place
3. Help your existing users create new distribution channels for you
4. Make your brand EXCLUSIVE
5. Create a sign up frenzy using scarcity
6. Turn Twitter into an acquisition channel
7. Implement a customer loyalty program to obtain repeat business
marketingIO's insight:

Neuromarketing meets growth hacking.

 

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Seven Tips to Optimize Your Pricing Page | OpenView Labs - OpenView

Seven Tips to Optimize Your Pricing Page | OpenView Labs - OpenView | The MarTech Digest | Scoop.it
1. Reinforce your value proposition, over and over again

2. Incorporate more than one value metric into your pricing

3. Speak directly to your different target buyers and personas

4. Ensure that each package has a clear role in your revenue generation

5. Emphasize benefits rather than just features

6. Put lingering fears to rest

7. Nudge buyers with insights from behavioral psychology
marketingIO's insight:

The article focuses on pricing for SaaS products, but it's applicable to many other industries.

 

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The Complete Guide To Planning, Creating And Delivering Lead Magnets - Blogging Wizard

The Complete Guide To Planning, Creating And Delivering Lead Magnets - Blogging Wizard | The MarTech Digest | Scoop.it
Contents
Part #1 – A quick primer on why lead magnets are critical for bloggers
Part #2 – What makes a lead magnet that will actually work?
Part #3 – 10 Great lead magnet ideas with examples
Part #4 – The tools you need to create and host your lead magnet
Part #5 – How to deliver your lead magnet
Putting it all together
marketingIO's insight:

An easy guide, but it requires some elbow grease.

 

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B2B content marketers continue to find SEO rankings a challenge - The Drum

B2B content marketers continue to find SEO rankings a challenge - The Drum | The MarTech Digest | Scoop.it

"With nearly 80% of content marketers saying that increasing their company's online visibility is their primary content marketing goal, a study suggests that for optimal SEO and content results, B2B marketers might want to re-think the overuse of infographics and the actual quality of their content over quantity.

The study suggests that online visibility as it relates to search engine optimization (SEO), implies that to earn a spot on the first page of Google means content needs to be ten times better than anything found in search today.


A separate study however, conducted by Moz and Buzzsumo presented evidence to suggest that content marketers' reliance on infographics should be reevaluated. The justification is that content that earns social shares typically is formatted for entertainment – list posts, videos, quizzes – while content that gets links and earned media is more informative (i.e., research-backed articles and opinion-forming journalism)."

marketingIO's insight:

Completely agree with Rand Fishkin's statement in the article: that the quality of infographics has declined. We used to scoop 3 infographics a day, but now 1 maybe 2.

 

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13 New Social Media Tools for 2017 - Practical Ecommerce

13 New Social Media Tools for 2017 - Practical Ecommerce | The MarTech Digest | Scoop.it
Snaplytics

Adobe Spark

Yala

PostReach

Quuu

Falcon.io

Intellifluence

Zest

Refind

Rocketium

Mailshake

Crate

Ghost Browser
marketingIO's insight:

Great list. CT for the details and links.

 

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Use These 8 Competitive Intelligence Tools to Crush the Competition

Use These 8 Competitive Intelligence Tools to Crush the Competition | The MarTech Digest | Scoop.it

"1. OPEN SEO STATS
2. BUILTWITH
3. ISPIONAGE
4. BUZZSUMO
5. SEMRUSH
6. ALEXA
7. SIMILARWEB
8. TRACKMAVEN"

marketingIO's insight:

CT for the details, pricing and links.

 

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Tame Your MarTech Chaos With Persona & Journey Driven Frameworks - CMSwire

Tame Your MarTech Chaos With Persona & Journey Driven Frameworks - CMSwire | The MarTech Digest | Scoop.it
First and foremost, a framework needs to align to business goals. A framework aligned to business goals ensures that technology decisions 1) will support your organization's critical objectives and 2) will support the other technology in your stack towards the goal of achieving your objectives.

Customer personas and journeys offer a great starting point for building a marketing tech stack framework. Here’s why.

They align to your goals: Personas and journeys are the compass that guides the who, what, why and how of an organization’s work in reaching and engaging the reason it’s in business.

The structures are timeless: While some of the details within a persona may change, the overall outline generally won’t. A good framework can stand the test of time, being leveraged for the long haul.
marketingIO's insight:

It's a solid argument. 

 

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The Ultimate Growth Hacking Toolbox: 60 Growth Hacking Tools - Appcues

The Ultimate Growth Hacking Toolbox: 60 Growth Hacking Tools - Appcues | The MarTech Digest | Scoop.it
marketingIO's insight:

It's a Google Sheet that contains all the information you need.

 

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Drive Revenue With Great CX -- And Math - Forbes

Drive Revenue With Great CX  --  And Math - Forbes | The MarTech Digest | Scoop.it
We tested several models to find the “shape” that best describes the data. We found that the relationship between CX and revenue potential tends to follow three main shapes:

  • Linear. CX and revenue move in lockstep. Whether you improve a poor experience, a mediocre experience, or a good experience, the impact on revenue will be the same.
  • Diminishing returns. Revenue potential increases sharply when poor experiences are improved, but it tapers off at higher levels of CX. Fixing poor experiences will have a bigger impact on revenue than optimizing good experiences.
  • Exponential. Revenue potential remains relatively flat when poor experiences are improved, but it begins to increase dramatically at higher levels of CX. Making good experiences great will lead to larger revenue gains than making poor experiences OK.
marketingIO's insight:

Your results may vary...

 

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A Reference Guide to Marketing On All Social Channels [Infographic] - Social Media Explorer

A Reference Guide to Marketing On All Social Channels [Infographic] - Social Media Explorer | The MarTech Digest | Scoop.it
marketingIO's insight:

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Where is data-driven marketing headed in 2017? - Econsultancy

1. Platforms, technology, and data are improving

These concerns are part of the reason why, as of late 2015, more than half (57%) brands have not yet implemented a DMP and most (61%) were not going to implement one in the coming year. What may alter this trend, however, is that marketers are becoming increasingly aware of the data-driven platforms and technology that is available and realize that they are improving.

2. Marketers are increasingly using data to improve performance

Along with catering for new marketing strategies, the improvements in platforms, technology and data also help marketers understand what is and what is not working. 

3. Through combining first- and third-party data, marketers will be able to allocate budget more effectively

While it sounds like a complicated strategy reserved for only those 43% of companies who have implemented a DMP, combining first- and third-party data is actually straightforward to do with the major advertising platforms.
marketingIO's insight:

Needed: new technology that is easy to use and integrates into the existing stack.

 

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Your Must-Read MarTech Digest™, for Tuesday, 2/21/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 2/21/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

 

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

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Growth Marketing for Content Marketers Master Class | HubSpot Academy

Growth Marketing for Content Marketers Master Class | HubSpot Academy | The MarTech Digest | Scoop.it
Growth marketing is a blend of marketing, sales, customer success, support, and any other division or operation within your organization. It’s an integrated approach to growing your business and optimizing your content marketing efforts through constant testing across marketing channels. The goal of a growth marketer is to identify new opportunities that will help build and engage your organization’s audience.

This approach is important for content marketers, as it can help them find new ways to communicate with their audience, whether it be a new marketing channel or a piece of content to test.
marketingIO's insight:

On demand presentation.

 

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What Exactly The Heck Are Prescriptive Analytics? - Forrester

What Exactly The Heck Are Prescriptive Analytics? - Forrester | The MarTech Digest | Scoop.it
"Any combination of analytics, math, experiments, simulation, and/or artificial intelligence used to improve the effectiveness of decisions made by humans or by decision logic embedded in applications."


Prescriptive Analytics Inform And Evolve Decision Logic Whether To Act (not not act) And What Action To Take

Prescriptive analytics can be used in two ways:

■        Inform decision logic with analytics. Decision logic needs data as an input to make the decision. The veracity and timeliness of data will insure that the decision logic will operate as expected. It doesn’t matter if the decision logic is that of a person or embedded in an application — in both cases, prescriptive analytics provides the input to the process.

■        Evolve decision logic. Decision logic must evolve to improve or maintain its effectiveness. In some cases, decision logic itself may be flawed or degrade over time. Measuring and analyzing the effectiveness or ineffectiveness of enterprises decisions allows developers to refine or redo decision logic to make it even better. 
marketingIO's insight:

Lots more when you CT. Brilliant.

 

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5 things marketers need from artificial intelligence - Tune

5 things marketers need from artificial intelligence - Tune | The MarTech Digest | Scoop.it

1) Emotional intelligence
We already have sentiment analysis. Now we need to hook it up to smart systems that help us understand how customers and prospects feel about our brands and our services.

2) Contextual awareness
The time of the day, current location, weather, and nearby events can have a profound impact on what we want, our urgency, and how brands should react. Artificial intelligence systems like bots or chatbots need to know about the world we live in as well as the things we’re asking them for, to better contextualize their responses.

3) Automation of busy work
Marketers still spend far too much time in Excel or other data aggregation and analysis tools. They need AI systems that can ingest data and then respond to natural language questions … as well as suggest fruitful lines of inquiry.

4) Integration with other AI systems
Putting AI in your marketing cloud, another in your chatbot, another in your Alexa skill, and yet more in your multivariate testing tool is great. Much greater is integrating them all into a smart community that can help marketers globally.

5) Understanding the customer journey
Artificial intelligence can help by ingesting vast quantities of data and — in ways that respect individual privacy — highlight common (and not so common) paths to purchase and loyalty.

marketingIO's insight:

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How Small and Mid-Size Companies Will Practice Marketing in 2017 | CustomerThink

How Small and Mid-Size Companies Will Practice Marketing in 2017 | CustomerThink | The MarTech Digest | Scoop.it
marketingIO's insight:

FWIW...

 

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Facebook vs Twitter Video Ads | PPC Hero

Facebook vs Twitter Video Ads | PPC Hero | The MarTech Digest | Scoop.it
Facebook and Twitter are both betting big on video in 2017. Yet, their video ad completion rates and engagement rates are miles apart. See the results!
marketingIO's insight:

Before you make a move, be sure to CT and check the methodology.

 

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10 Free Code Snippets for Creating Beautiful CSS3 Buttons - 1stWebDesigner

10 Free Code Snippets for Creating Beautiful CSS3 Buttons - 1stWebDesigner | The MarTech Digest | Scoop.it
If you’re looking for some examples of quality CSS buttons, this post is where you should start. We’ve organized 10 unique CSS button collections and snippets from CodePen which you can study and clone for your own web projects.

marketingIO's insight:

10 great options with all the code you need!

 

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3 Lead Generation Trends to Watch in 2017 - SiteProNews

3 Lead Generation Trends to Watch in 2017 - SiteProNews | The MarTech Digest | Scoop.it

"1. The modernization of forms
The eco-system of tools and services around forms is also making it easier for organizations to upgrade the forms on your website. With services like Leadformly (for lead generation forms) and SamCart (for checkout forms), you no longer need to hire expensive consultants to get a high-converting form up and running on your website. There are also free or cheap tools like HotJar and Formismo for monitoring the performance of forms, making it easier to identify where the bottlenecks are in your forms.


2. Prospecting on autopilot
This is all set to change with the growing popularity of automated and semi-automated prospecting tools like Datanyze, Growbots and Prospect.io. Instead of manually trawling the Web for suitable prospects, these tools crawl a range of databases and APIs for people matching a set of criteria. 


3. Podcasting as a mainstream lead generation channel
One channel that seems to be going against the grain is podcasting. Podcast advertising has been noted as one of the most effective forms of online advertising, due to the trust and familiarity that people have with the hosts of their favorite shows. This trust means that listeners are likely to consider adverts as endorsements from the hosts themselves."

marketingIO's insight:

Not sure about #3, but the other two are spot on.

 

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Funnel Hacking: More Crucial than Growth Hacking – Funnel Ventures

Funnel Hacking: More Crucial than Growth Hacking – Funnel Ventures | The MarTech Digest | Scoop.it
The Funnel Hacker’s Toolkit
1. The Customer Funnel
2. Fit for Purpose Tools
The key to Funnel Hacking is being able to choose the best and most suitable tools for your business and connect them together in a smart way, such that you can pass information between them about each user of your platform, whilst retaining the best of breed tool for each capability.
3. Playbooks
Growth Hackers have “growth hacks”, Funnel Hackers have “playbooks”. While a growth hack’s effectiveness is often short-lived, a playbook’s lifetime is unbound and less susceptible to the changing tides.
marketingIO's insight:

Superb concept. It's worth the 5 minutes of reading.

 

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Strategic SEO Decisions to Make Before Website Design and Build - Moz

Strategic SEO Decisions to Make Before Website Design and Build - Moz | The MarTech Digest | Scoop.it

"Wider strategic questions that should be answered:
1. How do we communicate our mission statement online?
2. Do we understand our customer segments?
3. Who are our digital competitors?

Technical areas to consider in order to avoid future migration/rebuild
1. HTTP or HTTPS
2. Decide on a canonical version of your URLs
3. Site speed
4. Languages and locations
5. Ease of editing and flexibility in a platform

Design areas to consider in order to avoid future redesign
1. Architecture and internal linking
2. Content-first design
3. Machine readability (Flash, JS, iFrame) and structured data
4. Responsive design"

marketingIO's insight:

This outline just scratches the surface. You really need to CT for the insight.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How to write PPC text ads in 2017's sophisticated environment - Search Engine Land

How to write PPC text ads in 2017's sophisticated environment - Search Engine Land | The MarTech Digest | Scoop.it

"Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components. Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before.

Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection.”

This means you can now write mobile-preferred ads without ad customizers or creating a mobile-only campaign. Instead of writing two ads, you can now write one that changes the message depending on the device.


This new function is great, but you still must ask the age-old question: Should you segment your campaigns by device? Let’s begin our ad-writing discussion by first addressing this question."

marketingIO's insight:

An excellent hands-on article. 

 

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