Drive brand awareness and leads with content marketing.
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The reach of the modern marketing department is growing every day, touching more buyers, through more touch points, and generating more leads than ever before.
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Everyday, we are looking for ways to make it easier for you to discover and share content on SlideShare.
Beginning today you’ll notice a few key changes to the SlideShare homepage:
-- > Like, share and save SlideShares directly from the homepage. We’ve made it easy and fun for you to share SlideShares with others, or save them to read later.
-- > A fresh design that puts the spotlight on content. Larger thumbnails and a new look and feel for how you experience content on SlideShare.
-- > A new “topics” section includes curated content in our most popular categories, including Technology, Business & Management, Career and Design. We’re taking the guesswork out of finding some of the most engaging and valuable content across SlideShare.
You’ll still recognize sections such as “Today’s Top SlideShares“ and “Featured,” but they’ve been redesigned for a more visually engaging experience as well. And if you haven’t already, you can log into SlideShare with your LinkedIn credentials to make it easier to follow your LinkedIn contacts on SlideShare, while also sharing updates on what you upload to SlideShare with your LinkedIn network.
► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.
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I'll continue to stress that the four legs to your social media distribution: Blog, SlideShare, Twitter, LinkedIn. Now SlideShare offers you your own deck web site (that's essentially what it is)!
1. Screaming Frog SEO Spider Tool
This tool is all capable of detecting errors with a website viz. duplicate pages, page errors, missing H1 tags, missing descriptions, broken links etc.
Buzzstream is the solution with a faster relationship building process. It is a wonder tool for making link building more effective, scalable and collaborative. Buzzstream is certainly the best choice to reach out to the influencers without losing out on the very necessary human touch.
This is a wonder tool that lets you visualize your site as the search engine would see it. This presents the website’s images, content and other elements exactly the way they are viewed by search engine that you wish to target.
Ever wondered how good will it be to have a statistical analysis of the visitors to your website? All you need to do is type in the URL of the website and it will present you with a lot of data in graphical form.
Topsy is the tool to keep up with the news in the industry. It is a wonder way to find out when and where has your company name been mentioned across the web. Topsy tracks the web searching for tweets, photos, stories, videos and other influences that interest you and merit attention of your website. It is a great tool to discover your presence on the internet and subsequently capitalize on them.
Wouldn't quite call these tools SEO-oriented, but they are very useful for any size business.
Back in June, Twitter said that it was launching an experimental retargeting program. Now the company says it’s available globally. For now, the idea is for businesses to target ads on Twitter at users who have also visited their websites.
Twitter’s blog post also includes some statistics about campaigns with early advertisers. For example, marketing software company HubSpot says it saw a 45 percent improvement in engagement over their historical averages.
Twitter says advertisers should work with one of a number of partners, who include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].
Clearly it's a channel play for Twitter, working with partners who have a significant digital marketing presence. Over time, they'll bring this in-house for mid-size businesses.
Here are a few ways to get started:
-- > Have something to say that's new or timely. Get it into your subject line and it's sure to pay dividends.
-- > Say it in CAPS if it's important enough. Consider anchoring your subject line with: “INSIDE,” “BREAKING NEWS” or “CONFIRMED.”
-- > Consider testing “free” as a visual hook, especially if you're giving away a white paper, premium, etc. One of my B2B clients witnessed a conversion-rate boost of 45%, even though some messages were no doubt captured by spam filters. Proof of the enduring allure of “free.”
-- > Got two messages? Test a combined subject line. For example: Introducing New Power Boost|ETW an iPad
-- > Put a date, price or dollar figure in your subject line. Numbers stop the eye and boost open rates.
-- > Don't forget “From” line testing, too.
-- > Last, be sure to test wisely. One rule of thumb says you need 300 responses, or opens, per test panel to ensure your A/B test results are valid at a 95% confidence level. For small and midsize businesses that don't have the universe to test at this level, use what you have. Go ahead and test two panels of 800 if that's all you can spare.
Frankly, I don't agree with some of these suggestions, however, I have a solid collection of curated articles pertaining to subject lines. If you want to learn more, go here, click on Filter, and search the tag Subject Lines.
With Swipp, you can design your pages – optimized for any device – and add your call to action. Combined with social sharing tools, the resulting landing page is simple, elegant and screams for the viewer to take that next action after watching your video by having a single call to action beneath the video. Check out Swipp’s examples
Along with the simple wizard for building your page, the site also comes with analytics on visitors, views, leads and social shares – all the information you need to measure your video’s performance.
Nice catch by MarketingTechBlog. I don't usually curate product announcements or promos, but Swipp solves the CTA issue for videos. Outstanding!
Download it to go beyond the basics, get strategic, and unlock huge ROI.
-- > Start right with KPIs based on your lead flow
-- > Build effective campaigns with content based on buyer personas
-- > Use data to optimize faster, automate better, and generate more revenue!
Click here to get your guide today!
Again, the price is right.
As 2013 comes to a close, we started thinking – what were the predominant marketing trends of this past year? Turns out 2013 was an interesting year in marketing! So Überflip made an infographic all about it.
Quick note about native: if you are using native advertising, or considering it, the FTC has a few musings that you may want to google.
In this presentation I talk about how social technology and marketing automation will become integrated.
And in the deck, Roland Smart mentions that "Social automation requires big data and artificial intelligence to cross the chasm Another reason why it will take longer to come to market."
True that. But we're edging closer, e.g., https://twitter.com/scarina91 is a bot!
Betting on data doesnt always win the marketing game.
The trick to winning poker isn't just understanding the data. It's also understanding when it's profitable to pay less attention to the numbers and more attention to behavioral clues and information that can't be plugged into a powerful decision-making algorithm (not yet, anyway; but that may soon change). In articles, thought leadership, and conference discussions about marketing, this balance is often framed as a gut versus logic (or Mad Men versus Moneyball) decision. But this framing strikes me as only partially correct.
The behavior and decision-making ah-has of the past decade (e.g., signal versus noise, thinking fast versus thinking slow, gorillas in the room, etc.) are extremely valuable. But these perspectives and approaches don't make all decisions better. Data makes many organizational and marketing decision-making processes better, but not all of them. For example, when making strategic decisions, such as whether to acquire a competitor, it' less important for a leader to recognize how recency bias might affect her thinking and more important for her to firmly grasp the company's risk appetite and the degree to which she can rally the workforce to buy into the acquisition.
Completely correct! Data is a tool, and data driving your function is not meant to replace decision making. To complete the poker analogy, there are always "tells" and there's a art and science behind seeing the tells.
Remember: there's a human behind every tracked action, so every activity is certainly not always a rational act,
Stephen Wolfram recently shared a sneak peek at his new knowledge-based programming language -- a system he promises is "insanely more ambitious" than Google's Knowledge Graph. The possibilities for marketers warrant keeping a close eye.
We beg for ways to integrate, to break down silos, to make the processes and systems in marketing work together. We crave automation while demanding deeper insight into consumer behaviors, desires and actions. With his new language, Stephen Wolfram may well be laying the groundwork for a new era of truly integrated marketing. The possibilities warrant keeping a close eye on related products, as they're released in upcoming months:
-- > Compute cliques and cohesive groups in a social network (think about that for a minute; imagine the possibilities if this were not only automated, but integrated with web design and content creation/deployment software).
-- > Create dynamic visualizations with animations, dynamic annotation, or even sound.
-- > Deploy image recognition features for detecting and extracting features in images and other arrays of data; use face detection, detect edges in images, or track objects in an image sequence.
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Nirvana! Let's see who develops what in a few months. Hopefully this is not the beginning of SkyNet.
While B2B marketers are having some trouble measuring the ROI of their content marketing efforts, they’re fairly clear on which capabilities can best improve the revenue contributions of those efforts. The recently-released 2013 Lenskold Group/Pedowitz Group Lead Gen Marketing Effectiveness Study separated respondents into two groups: those who describe themselves as highly effective and efficient (13% of the sample) and the rest. Both groups were most likely to say that marketing automation systems are responsible for improving content marketing-derived revenues.
More from the Lenskold Group study. Honestly, I cannot find reason between the first two, as most MA users.
Trick #1: 404 error pages can lead to more indexed pages
Create custom pages that display a creative image that also links out to 25 to 50 random internal pages on the website. And each time the 404 error page is loaded, the links automatically change.
Trick #3: Does your infographic move?
One of the coolest infographics I’ve seen is this one on cheetahs. What’s cool about it isn’t the data. It’s how the data and visualizations move within the graphic.
Trick #4: The skyscraper technique
It’s content marketing for link builders.
-- > Step 1: Find content that other people have already created that got tons of links. You can accomplish this by doing a few Google searches and by using Open Site Explorer.
-- > Step 2: Copy the concept you found, but you make sure what you create is a lot better. For example, if someone created a content piece called “11 SEO changes that will give you big results” that gained hundreds of natural backlinks, you may then create a content piece titled “101 SEO changes that will give you big results”.
-- > Step #3: Reach out to the right people. By manually sharing your content with the websites you mentioned within your blog post and by asking people to tweet about it, you’re more likely to get more traffic and backlinks.
Trick #5: Use personas to drive relevant SEO traffic
If you want to start leveraging personas, take the time to understand your ideal customer. Knowing that he or she is an accountant or marketer isn’t enough. You have to get as detailed as possible.
Trick #6: Optimize for click-throughs
By using high click-through words above within your title tags and meta descriptions, you can start running a few A/B tests to try to maximize your click-through rate.
Another way to maximize your click-through rate is through authorship. It used to work a lot better than it does now, but by having your face next to your listing, you are going to stand out from the crowd.
Trick #8: Faster is better
Did you know that the speed with which your website loads affects your Google rankings? Google found that when they rank slower sites towards the top of the listing pages, people get a poor user experience, which decreases their use of Google as their search engine.
Trick #10: Responsive designs bring more mobile traffic
This is not terribly complex, and relatively easy to execute. I'd get this on the to do list today.
Not only are digital marketers grappling with new social media sites popping up daily, they also face new challenges to integrate mobile apps, messaging and track data across platforms. CMOs have more to manage than ever before.
The new gTLDs are launching and will start to have an impact in 2014. What's so interesting about the unique opportunities the gTLDs provide is that it is happening during this time of digital transformation. Unlike the .com boom of the 1990s where .com was the only game in town (and no one really knew how to use a domain, nor the potential of the internet), the new gTLDs are launching during a data boom with new sophisticated technologies changing the way marketers think about their strategies as they respond to accelerating consumer adoption in a rapidly changing global marketplace.
For marketers with content, this is a good thing, but for those relying on old SEO strategies with the emphasis on keywords, the cost to drive eyeballs to the site may have just gone up with Hummingbird in charge of quality control. Hummingbird will look for content that is good, dynamic and related to what the searcher is seeking -- like a human researcher might do.
The sheer scale and number of new top level domains entering the root of the internet coupled with Hummingbird's search for good content will mean that authentic domains in new TLDs related to their content and business category will likely rank higher in organic search.
If you haven't started for gTLD work, get to it (AND BUDGET FOR IT!).
We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out
Our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first. They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1.
-- > 78% of CMOs think content is the future of marketing (Demand Metric)
-- > 60-70% of B2B marketing content goes unused (Sirius Decisions)
-- > Only 10-20% of a company’s website content drives 90% of its Web traffic, and only 0.5% of a website’s content drives more than 50% of its traffic. (InboundWriter)
So what do we do know? The answer is easy: content marketing. Content marketing is the process of creating content that our customers actually want or need.
Content Marketing is an equal portion of creation, curation and syndication.
-- > You can’t have all the answers. And likely won’t have enough funds to create all the content you need. But the unique insights and point of view you do have should be the focus of content creation.
-- > Curation is the art and science of finding the experts, insights and research from others. It is a much more strategic function than most people think and it is not just about licensing content. Effective content curation will allow you to add your perspective and to package the content for your buyers. It allows us to cover other people’s content like a journalist covers the news.
-- > And finally content syndication (or distribution) is just as important so we can get all the great content we create and curate and expose it to a larger audiences
Here's a benchmark to use for content creation: is the content such that it will improve the life of the reader either professionally or personally? Does it teach? Does it make life just a little bit easier/better?
If there is one thing customers want most in a subject line, it is relevance. Before you write another subject line, you should stop and ask yourself a tough question at the heart of relevance.
“If I am your ideal prospect, why should I open your email rather than your competitors’?”
In my experience, relevance is the one good reason to open an email that outweighs plenty of reasons to delete it.
Much better post on Subject Lines that the earlier one curated. HOWEVER, you should not ignore certain techniques that have been proven repeatedly to work. Again, search the tag Subject Lines for these techniques.
While I believe the campaign still has a role to play, its role is diminishing. The ascendancy of content marketing will match the gradual decline of the campaign.
In its place will be continuous storytelling. These stories, of course, may be organized around themes that vaguely resemble the campaigns of yore. But rather than focusing on driving short term gains in units shipped, they’ll focus on driving lifetime value, loyalty and advocacy.
So, as you begin your 2014 planning, consider whether you should trade campaign thinking for a longer bet on the customer. Because it’s often the patient investor who yields the greatest gains.
This is not an neither/nor situation. You build relationships over time with excellent content distributed via lead nurturing, via social. But you're also conducting smart inbound marketing with SEO, PPC, Social Advertising, etc...using smart content.
A common scenario most marketers find themselves in is how to be relevant to a buyer's stage when you don't know their stage. This is the case when a marketer comes back from a trade show with a .csv list, for example, or is given a cold database without any behavioral information. The 3-2-1 theory is a technique used to solve this issue by helping us to quickly and easily identify a buyer's stage.
The 3-2-1 technique is based on the idea of limited engagement time. If we understand the closer a lead is to sales-ready, the less time we will have to engage with them, then we should look to approach these leads first. Failure to do so will result in us waiting a period of time, in which those leads will already have passed us by. This is why the technique is called "3-2-1," because our first engagement is going to be directed to the stage with the highest value, and the least amount of time to derive that value.
To begin, you will be marketing to the entire database, with a hyper-targeted email to stage three prospects. It will have a subject line tailored to stage three prospects, and content for stage three as well. It will not have any other content for any other stage. We will then wait a period of time before sending a second email targeted to stage 2 prospects, following the same guidelines, and finally a third email to stage 1.
The technique is based on game theory, and it makes sense. My hope is that you have a complete database of your industry so that you can append that .csv with your DB so that you don't have to go through this process.
For your web site and other digital properties: I don't think there's any question that AWD is the way to go for the B2B marketer, who is 50-50 desktop to mobile. The response time alone, especially considering the impact on SERP, pays for itself.
On ne peut plus ignorer le traffic sur smartphone et tablette.
Bien identifier vos objectifs et votre environnement avant de choisir une solution
Are your sales and marketing teams always at odds? Do the tensions between your reps and marketers resemble those between House Stark and House Lannister? If so, you’re not alone.
(Pardot is) excited to introduce their newest white paper, “Your Guide to Marketing and Sales Alignment,” which will cover:
-- > how marketing automation can improve communication between your two teams
-- > the importance of deciding on unified metrics to measure success
-- > how to use lead nurturing to prevent leads from slipping through the cracks
-- > the benefits of using marketing automation for both sales and marketing teams
As usual, if we find it and the price is right, we're sending it your way.
Regardless, it's becoming very clear to me where Pardot is being positioned today.
You’re collecting opens, clicks, views, likes, shares, mentions, follows, adds, submits. You’re tracking calls, meetings, proposals, sales, revenue. You’ve got personas built, designs responsive, IP addresses marked. Every piece of data that you can collect is either being collected, or needs to be collected.
All of these variables come from people, who can be (and sometimes are) unreliable. Your data source is unstable.
Who knows what motivates a person from a gaggle of people to open, click, submit. What impacted the cranium to cause this action? Could it be a rational, logical occurrence, e.g., I need this for my project? Or could it be something completely different, e.g., I had too much coffee this morning? Lousy commute?
Being data-driven doesn’t mean robotic. Data is a tool. Analysis a tool. Intuition a tool. Consensus a tool.
Tread carefully with your data. Mood swings could impact performance swings.
Have a comment? Email it to email@example.com or comment below. I’ll publish it here.
Today’s curated articles summarized for your quick review:
-- > Is The Future Of Marketing Automation Social? - Eloqua http://sco.lt/7POVc1
-- > The Complete Guide to AdWords Remarketing Best Practices | WordStream http://sco.lt/52vUUj
-- > DataDriven Doesn’t Mean DataOnly - DM News http://sco.lt/6q3Ruz
-- > Generating leads through social: The best types of content for ROI - Brafton http://sco.lt/86oJMn
-- > Digital Marketers: 'Insanely Ambitious' Wolfram Language Coming: SearchEngineWatch http://sco.lt/5BHpgX
-- > Cutting the Crap: Real Advice for Creating Epic Content — socialmouths http://sco.lt/8mtLOr
-- > Marketing Automation Assist B2B Content Marketing Revenue - MarketingCharts http://sco.lt/5E3QCf
-- > Can LinkedIn Survive The Social Media Bubble? - Forbes http://sco.lt/7AuPsf
-- > 11 SEO Changes That Will Give You Big Results - QuickSprout http://sco.lt/6TcaXp
-- > When It Comes to Social Network Marketing, Niche is the New Black - ClickZ http://sco.lt/59wVrl
-- > What Cookies, Hummingbird & gTLDs Mean for Digital Marketers in 2014 - ClickZ http://sco.lt/7HMn5d
-- > [Infographic]: 6 simple ways to reduce bounce on B2B landing pages - BrightInfo http://sco.lt/5noNcn
-- > How to Grow Your Email, Mobile, & Social Audiences [INFOGRAPHIC] - Pardot http://sco.lt/6HYdW5
-- > The psychology of sharing | StatPro http://sco.lt/5VZeW9
See ALL Top Curated Marketing Technology Articles here.
Learn best practices for Google AdWords remarketing from top to bottom in this complete guide to getting AdWords retargeting right!
Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. These ever-improving functionalities have made it even more important for advertisers to be creating and optimizing remarketing campaigns with best practices in mind. This post a complete list of best practices and tips to help you get the most out of your AdWords remarketing campaigns.
The best guide I've see covering AdWords Remarketing! If you're an AdWords advertiser, here's your starting point!
" Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. "
Social posts that feature images and video earn the highest engagement rates, according to The Adobe Digital Index Social Intelligence Report. However, marketers may not fully be capitalizing on opportunities to drive results because they were creating 40 percent fewer video posts year-over year (compared with data collected during the same period last year). At the same time, image-based content was up only 8 percent.
Adobe’s data suggests marketers are actually producing more text-based social posts that generally don’t garner as much engagement as other approaches, such as including links or visual components. As such, there is great opportunity for brands to stand out among competitors and increase awareness if they build out strategies with these eye-catching content formats.
No doubt that infographics and images have a huge impact on shares. DO IT!!!
Five ideas and resources to help you write more unique, interesting and epic content that will allow you to break through the clutter and get noticed
Try choosing one of the ideas below:
-- > Challenge popular opinion
-- > Incorporate themes
-- > Be edgy
-- > Capitalize on seasonal and reoccurring events
-- > Don’t be afraid of a little newsjacking
-- > Google Hot Search: Check this list at least a couple times a week to see what topics are trending right now. If anything strikes you as something you could write about – and relate back to your industry – you’ll want to get it done as quickly as possible to capitalize on its current popularity.
-- > Alltop.com: Alltop is an aggregated site that lists the hottest stories on a variety of popular blogs and sites. Often just reading others’ blog posts can spur an idea for a related topic of your own, so check out this site if you need a little inspiration.
-- > Little Bird: Little Bird alerts you to the hottest emerging news in your industry, allowing you to write a blog post on those topics before anyone else. You have to “request access” before trying it out, but once approved, you can get a free trial to see if it will work for you.
It's all about finding the right topics at the right time and writing about the right topics.
In the first week of LinkedIn rolling out their recruiting platform, KAS Placement lost 4 clients. Their initial sign-on was impeccable. Two years after, I see nothing but decline for the site.
Facing Strong Headwinds Going Forward
-- > It’s a site full of business professionals, though is devoid of any money. The majority of people who make money, don’t spend significant amounts of time on LinkedIn. When executives do visit the site, they typically are bombarded by salesmen attempting to push everything from software to phone service. Because of this, fewer and fewer business development professionals are paying for special access, as their sales attempts consistently come up empty.
-- > Their advertising platform is nothing new and nothing special. Running an executive search firm, I am familiar both with LinkedIn’s recruiting and web-ad offers. While I initially found the site to have some intriguing features such as being able to target certain people within certain companies, it fails to innovate.
-- > Their email theft turned off many older business professionals. Even though it denies the accusations, LinkedIn appeared to hack into many users’ email accounts in an attempt to increase connectivity and thus increase user engagement.
-- > In September of 2013, the site was sued by customers who claim the company appropriated their identities for marketing purposes. Currently, LinkedIn faces hundreds of formal complaints due to less than ethical email practices.
Significant negative points. On the positive side: LinkedIn + Slideshare are two of the four main social media channels for B2B (plus Twitter and Google+), and it has become the main means to distribute.
Having said that, the first point is disconcerting: has the average influence of the LinkedIn user decreased?
To me linked in is growing. People today and connecting to one another and the webiste is gaining more and more people who are signing up. This is a great social media tool that will be used among professionals.
To give you a taste of what types of niche social networks exist, here is a list of 10 that cover a range of industries and topics.
Recently launched into public beta, ShareBloc is a network for sales and marketing professionals.
Oilpro.com, a network designed to give industry professionals a place to exchange ideas, share knowledge and expertise, and stay on top of the latest news and trends.
3. Active Rain
Active Rain is a social network for real estate agents and brokers. Unlike the previous two, it has been around since 2006.
4. Social Moms
Formerly known as Twitter Moms, this network for digitally savvy mothers was started in 2008 by Megan Calhoun as a way to virtually connect with other stay at home moms.
5. Dogster and Catster
No greater group of "passionistas" exist than dog and cat lovers, and they are well represented by sister social networks, Dogster and Catster.
Launched in 2007, Kaboodle is the social shopping site that gives users the ability to discover products, share their taste in style, and communicate with other fashion-conscious community members.
ThirdAge is a social network that addresses topics of concern to Baby Boomers and Seniors. It is representative of a class of networks that includes Eons, Gather and TBD.
8. Patients Like Me
It is a place where patients with chronic illnesses and their caregivers learn from each other, provide emotional support and get the latest information on treatment options. =
Thanks to Pintley, craft beer lovers now have a place to call their own. It's a peer-to-peer network where members write reviews, share recommendations and get together in real-world settings for beer tastings.
The final site to make the list is Care2, a community of people devoted to healthy living and green lifestyles. Founded in 1998, it is also the oldest network of those listed.
Niche Social Networks: you must participate.