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Scooped by
Joemktg
September 6, 2017 11:10 AM
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Managing your content-marketing planning, creation, dissemination, and measurement means having the right processes, structures, and tools. See this study for how you stack up vs. other marketers.
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Joemktg
July 28, 2017 11:54 AM
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Data shows that companies lack the technological and organizational structure for safely and securely storing and sharing digital files — including logos, images, video, brochures, white papers, presentation decks and more. - Security is a concern: only 37 percent of respondents feel very confident about the security of their digital assets in how they’re being stored and shared today.
- Employees don’t have the accessibility needed for anywhere and anytime access: Roughly 75 percent of respondents feel limited in how they can share assets internally and externally.
- Marketers aren’t prepared to scale and keep pace with business growth: 47 percent of respondents say their top scalability concern is maintaining brand consistency.
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Joemktg
July 27, 2017 11:01 AM
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Content still reigns as king among B2B and B2C marketers, but as a strategic, long term business asset, marketers are challenged with forming a clear corporate vision for it.
A recent report by the Content Marketing Institute polled 411 B2B and B2C marketers, and found that content marketers are less adept at using, analyzing, forming a strategy around it, and tying it back to business goals. The central finding of the report suggests that 92% of marketers view content as a business asset, but fewer than half (46%) have a documented strategy for managing content as a business asset.
It's not as if content marketers lack any sort of formal content management structures in place, the report notes. According to the CMI survey, most of the them have style and brand guidelines (70%) including content teams (60%), formal workflow process for planning, creating and delivering content (53%) customer personas (51%), content performance analytics (50%), and customer journey maps (33%) and structured content (32%).
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Joemktg
July 17, 2017 10:45 AM
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"Many content marketers believe their organization values content as an asset, according to research conducted by the Content Marketing Institute. However, while 92% of marketers view content as a business asset, only 46% of respondents have a documented strategy for managing their content as such. The report identified that:
-33% of respondents established customer journey maps; -32% have structured content, content that can be used in multiple applications; -29% of content marketers have message architecture and messaging frameworks; and -19% have content audit reports."
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Joemktg
July 14, 2017 10:30 AM
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A comprehensive approach to security and compliance spans not just documents, but applications too. Here are three elements that need to be in place for maximum marketing security and suggestions for applying them:
1. Secure document sharing
2. Electronic and digital signatures
3. True redaction Redaction removes hidden information in metadata and other non-graphic objects on documents, protecting sensitive or confidential information. Be sure your software offers a set of redaction tools where the information you select is completely removed, not just masked, as is often the case.
With true redaction, you can:
Permanently delete both text and graphic images in a document before you distribute it. Search and redact based on patterns, such as phone numbers, credit card numbers, and email addresses.
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Scooped by
Joemktg
March 3, 2017 10:42 AM
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CONTENT MANAGEMENT TOOLS TO HELP YOU ORGANIZE
- ClearVoice
- Post Planner
- Sprout Social
CONTENT INVENTORY, AUDIT, AND ANALYTICS TOOLS
- Screaming Frog SEO Spider Tool
- SimplyMeasured
- Mixpanel
- Docalytics
- Adobe Analytics
CONTENT PROJECT MANAGEMENT TOOLS
- Basecamp
- Asana
- Trello
- Jira
- 10,000ft Plans
- Mavenlink
- Harvest
- Microsoft Project.
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Scooped by
Joemktg
January 29, 2017 6:18 PM
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Here’s how you can shake them off and stop it from happening.
1. Produce the best content
To prevent a competitor from spinning your hard work into a “new” piece by sprinkling in some extra value, make your content as comprehensive as possible.
2. Don’t just curate. Cooperate
Rather than simply sharing the content they produce, find some way to cooperate with them.
3. Diversify your content
If it becomes a recurring problem, remember that it’s relatively easy to take written content and spin it into something else.
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Scooped by
Joemktg
November 7, 2016 9:30 AM
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Many email marketers are offering free ebooks and newsletters as an opt-in bribe in return to email addresses. Though there is nothing wrong with offering such bribes, there are many other ways to grow your list massively.
Content library: For creating a premium content library, you don’t need to create the content from scratch. If you’ve already written and published epic blog posts, all you need to do is to repurpose them to a premium content library and encourage sign ups in order to access it.
Content upgrade: Unlike the usual opt-in giveaways, content upgrade provides exactly what a user need at the moment, because they are created specifically for each blog post. As the resource you offer is highly-targeted, it skyrockets the sign up rate.
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Scooped by
Joemktg
May 24, 2016 7:50 AM
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Personas are one way to organize what you know about your prospects. Whether you use technology to build look-alike models of your best customers, or you just ask questions of your consumers and prospects, the more you understand about them, the better you will be able to communicate with them.
Instead of creating unique messages for every prospect, you can use this data to inform your personas and create better content for those segments of prospects. Longer-form content, like e-books and white papers, needs to address the business challenges of your prospects, and a persona-based approach to creating that content is a smart approach.
Aligning content with your personas is part of the process, but when marketing automation and content marketing are tightly integrated into a marketing technology stack, that means that the process is seamless. The right content automatically aligns with your persona-based segments used in your campaigns.
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Scooped by
Joemktg
April 27, 2016 3:54 PM
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Total Time Reading (TTR)
This is a cumulative metric that quantifies the total number of minutes spent reading a piece of content.
Scroll depth & time on page
A related and simpler metric to acquire is the average time on page (available within Google Analytics).
Social Lift
BuzzFeed’s “Social Lift” metric is a particularly good way of understanding the ‘virality’ of your content (you can see this when you publish a post to BuzzFeed). BuzzFeed calculates “Social Lift” as follows:
((Social Views)/(Seed Views)+1) Social Views: Traffic that’s come from outside BuzzFeed; for example, referral traffic, email, social media, etc.
Seed Views: Owned traffic that’s come from within the BuzzFeed platform; e.g. from appearing in BuzzFeed’s newsfeed.
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Scooped by
Joemktg
April 26, 2016 11:46 AM
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Organizations must de-silo content decisions, investment and operations from within the many individual functions that engage customers. High level changes that must be made include:
- Executive level ownership and accountability
- Robust and continuous marketing and sales content strategy work.
- Deeper understanding and assessment of audiences and buyers, and their buying decision processes.
- Universal preparation and planning, documented as content use case requirements as input to …
- Executive level responsibility for content investment and decisions
- Center of Content Excellence: centralized shared expertise and production support services, governance, people support, infrastructure and tools decisions, experimentation, and change management support
- Redesign Content Operations model, based on a content supply chain process
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Scooped by
Joemktg
March 2, 2016 7:14 PM
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Are you struggling to deliver consistent, effective content across the customer journey? You're not alone. Without a process in place for planning your marketing content, assets are created ad hoc and the customer experience becomes disjointed.
Take the guesswork out of planning by building a repeatable process that works across teams and departments.
Download these eight, simple templates to help you:
Schedule planning meetings Establish goals, objectives, and deadlines Manage the ideation process Map the buyer's journey and customer personas Build a content pillar and asset workflows Save time on planning—get your marketing templates now. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Scooped by
Joemktg
February 22, 2016 6:40 PM
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Joemktg
May 12, 2015 8:56 PM
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MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.
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Joemktg
April 14, 2015 8:27 PM
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From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.
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Joemktg
March 5, 2015 7:30 PM
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Joemktg
December 16, 2014 6:09 PM
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Joemktg
December 14, 2014 11:24 AM
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Joemktg
August 5, 2014 5:02 PM
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Joemktg
July 30, 2014 7:51 PM
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Digest...
Feedly Sites like Feedly aggregate blog content in an RSS feed so that you can stay up-to-date on the topics that matter to you (and to your customers) to know which hot topics you should be posting about. The Tweeted Times This Twitter app compiles news in your Twitter stream and ranks it by popularity among your friends. List.ly This online tool helps organizations curate, crowdsource, and engage readers through a live list embedded directly into blog posts. Canva Websites like Canva allow you to produce your own graphics using a supply of templates and images sourced for free. With a step-by-step tutorial and an intuitive platform, just about anyone on your team can create visual images that convey the desired message to your audience. SlideShare ThingLink The fun site enables you to upload and image and add icons from ThingLink’s library to create your own custom interactive image, video or message. HootSuite MailChimp Click to Tweet Using services like Click to Tweet make it easy to provide bite-sized bits of content from your larger posts that readers can immediately post on their own Twitter account with just one click. Because you can customize the tweet, you can include a link back to your site or your Twitter handle to gain additional followers and shares. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Scooped by
Joemktg
July 22, 2014 7:53 AM
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Digest...
This person was tasked with gaining an amazingly in-depth understanding of all the current content assets owned by the organization (i.e., no outside content gets factored in). Starting with a full-blown content audit, the curator who holds this position has ultimately taken responsibility for: -- > Understanding the content assets available to work with, including textual content, imagery and audio content -- > Effectively tagging, categorizing, and coordinating these materials into some kind of a data asset management system -- > Working with the content marketing team on a clear channel plan -- > Developing and executing on a content curation strategy by using existing resources. Once the content is organized and there is a process in place for continual asset placement and management (including making sure those assets are easily findable), the curator can begin to fill needed gaps in the overall editorial calendar without having to spend money creating new content. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Scooped by
Joemktg
April 21, 2014 7:50 AM
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All You Need to Know about Internet Defamation for Marketers
____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Scooped by
Joemktg
April 3, 2014 9:40 AM
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Intermediate/ Digest...
- 13% keep their content free: These are typically either very small businesses that don’t automate marketing lead generation processes or businesses that are very focused on a single call to action such as a Download or Free Trial, leaving the rest of their content marketing product free.
- 26% lock 67% or more of their content: These are typically sophisticated lead-generation organizations who work hard to drive audiences to premium content. These organizations may offer free blog posts, but the majority of their marketing content (i.e. webinars, eBooks, white papers etc.) is locked.
- The largest group locks 33-66% of content: About 35% of businesses surveyed locked 1/3 to 2/3 of their content. This is the most complex group, as it combines more sophisticated small businesses and fast-growing companies that are continually adding locked content. This latter group will likely move quickly into the 67-100% locked group, alongside older businesses that are not as aggressive in their content strategies
How do you establish enough trust that a consumer will willingly part with their contact information? Here are some guidelines: - Provide free content first: To build credibility and warm up new visitors, show your content is indeed valuable by offering free items early in the buyer journey.
- Content for all buyer journey phases: Study your buyer journey or cycle and offer content for each stage, from general market interest (industry articles or metrics); to product-specific interest (brochures, case studies); to the buying stage (demo, trial or eBook signup).
- Experiment: Variables such as your industry, product and pricing will influence the balance you can successfully strike between locked and unlocked content. Try locking part of your content as a test, and see how it performs vs. your other content (assuming you know how each piece performs when unlocked).
____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
March 26, 2014 8:40 AM
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Basic/ Digest...
Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content. Content scoring is a game changer for marketers. It reaches beyond the “vanity” metrics that are often used to measure content marketing success, but provide little insight into what is resulting in won business from the top to the bottom of the sales and marketing funnel. This new insight will allow us to connect in a more meaningful way with our audiences and deliver the right content at the right time. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Scooped by
Joemktg
March 25, 2014 9:20 AM
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Recently, the Interactive Advertising Bureau (IAB) said it’s developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. […]
The IAB is, in a sense, trying to automate consumer engagement. At the next level is content automation. Like marketing automation before it, content automation is about to take center stage. It’s a new concept, and, like marketing automation in its early days, admittedly hard to imagine. Basically, these technologies make it possible to read and organize each individual piece of content in an automated way that’s standardized (so there aren’t subjective differences in categorization) and reusable (so publishers can easily call up the best piece of content for other purposes). ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing