- 27 Feb
How to Build Interactive Content to Achieve Your Digital Marketing Goals
by Chris Lewis
Because the online content landscape is so crowded, audiences value originality that interest and engages them. One way savvy content marketers are responding is to create compelling interactive content.
But, What Is Interactive Content?
For a piece of digital content to succeed, it needs to engage. That may sound trite, but engagement is a big challenge for content marketers today. And it’s nearly always the deciding factor between a hit campaign and a miss that “fell just short.”
Now, interactive content comes in many forms. But all interactive content shares one main trait. It’s built to have an audience actively engage with it in a way that isn’t solely reading written content. I is nearly always customizable. It allows user input. And, it is functional only when a user engages with it. But, where and how to start? To help you get started, the right way, here are 4 types of interactive content you can build at MarketingProfs.com
NOTE: A Free Registration pop-up for MarketingProfs will open on this site and registration may be required to read the full article.
- 07 Feb
B2B Video Content: Top Goals, Formats, Channels, and Challenges
by Ayaz Nanji
There are a lot of people and companies using video in their marketing now. For some it is because their competition is using it. Not wanting to be outdone, they use video in their marketing. However, the majority do so simply becasue it works.
But What is Working? What Are the Goals for Video Marketing?
According to recent research from Vidyard, in partnership with Heinz Marketing they asked these very questions. It seems that B2B marketers and salespeople are using video content primarily to build brand awareness. But, they are leveraging it more than ever to drive lead generation and to educate customers.
But, exactly what types of videos work best? What format? And what are the best channels to get your video noticed and seen? For the answers, and to learn the top goals, formats, channels and challenges of B2B video content, read the full article at MarketingProfs Blog.
NOTE: A Free Registration pop-up opens on this site. Registration may be required to read the article.
- 04 Feb
Five Steps to Building Trust With Thought Leadership
According to current data, about 50% of B2B marketers believe thought leadership builds trust in their organization. However, among actual buyers, that number is much higher. That is around a whopping 83%.
Thought Leadership = Trusted Resource
And that represents a huge disconnect. This disconnect is preventing B2B marketers from using thought-leadership content to it’s fullest value – in their quest to become a trusted resource for their customers. And marketers and business leaders alike need to understand that establishing a thought-leadership program drives value and builds trust. And not doing so risks falling behind or damaging their brand’s credibility in the industry.
Are you in the same boat? Here are five easy-to-follow steps for kicking off (or elevating) your brand’s thought-leadership program at MarketingProfs.com
- 23 Jan
Five Content Marketing Myths Debunked
Not long ago, content marketing was real simple. It was all about launching a website, posting on blogs, and circulating emails to new and existing customers.
Well, That is no Longer the Case
Today, it’s a critical, multifaceted discipline. Today, most organizations now see content marketing as one of the most invaluable tools in their belts for driving brand awareness and sales leads. Which is why content marketing budgets continue to rise. In fact, nearly 85% of technology marketers surveyed recently by the Content Marketing Institute (CMI) and MarketingProfs say they’ve used content marketing effectively in the previous year.
Myths Busted . . .
Yet it’s highly likely that those campaigns were less successful than they could have been. And by looking deeply into these campaings, we would most likely turn up weaknesses. And most are borne from some broadly held content marketing myths. Here are the five most common content marketing myths to overcome at MarketingProfs.com
- 22 Jan
The 11 Landing Page Best Practices to Swear By
by Mary Lister
If you’re in marketing, you’re no stranger to landing pages. We’ve all clicked through an interesting ad looking for more information. And then only to abandon the landing page because it was too confusing or didn’t hold enough information. And if we’re paying attention, we usually take note of what not to do with our own landing pages.
Just Because You Build it, They Won’t Necessarily Stay . . .
But what about what we need to do to keep those visitors? You may think that it is simply a matter of using a plug-and-play solution like Marketo or HubSpot or Unbounce to make your landing pages. Or you’re having a specialist team or even in-house dev team build your landing pages. By now, you realize that it is hard work and can be extremely confusing.
But, there are answers. And to help you our, here are 11 landing page best practices for better pages and, of course, more conversions. Read the full article at WordStream.com
- 20 Jan
More B2B Marketers Say Successful Content Generates Sales
rom Marketing Charts
Almost two-thirds of B2B marketers believe that content marketing is an effective tactic for the top of the funnel. And yet it also is proving to be useful for activities further down the funnel. Indeed, it’s the bottom-of-the-funnel goals that are growing the most for B2B marketers in North America this year. This, according to a recent report from the Content Marketing Institute (CMI) and MarketingProfs.com.
Bottom of Funnel is Benefiting from Content as Well
The survey of more than 650 B2B marketers in North America reveals that more respondents achieved top-of-the-funnel goals such as creating brand awareness and generating demand or leads. However, the biggest improvement was with goals residing towards the bottom of the funnel.
To see more of the data, for additional insights into the report and to download a copy of the original report, read the full article at MarketingCharts.com
- 07 Jan
How to Create the Right Amount of the Right Type of Content
There is such a thing as too much content. And if you’re creating content for the sake of it (without a clear business need, strategy or to simply create something new), you’ve taken a wrong turn.
The Content Paradox: Not Enough or Too Much?
In today’s fast-paced, digital-first world, there is a glut of content available. And it’s a fine line between not having enough content and having too much content. On the one hand, you need enough content to satisfy various use cases. As an example, consider Forrester’s finding that a person on average consumes 11.4 pieces of content before buying.
On the other hand, having too much content creates challenges. When you have too much content, it becomes difficult to manage and volume can degrade the value of that content with both customers and your sales team. So where is the line between not enough and too much content? And how do you find the “just right” amount of content? Start with these six steps at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration may be required to read the article.
- 06 Jan
50 Bright Ideas for Promoting Content to Drive Leads
by AJ Beltis
We know that content marketing is huge. And there is no doubt about that. Content is being created and published every second of every day. Plus, in 2019, more than four million blog posts were published. On a daily basis!
WOW! That’s a Lot of Noise Out There . . .
This brings up an imperative question. And, it’s a question that all great content marketers need ask themselves. How do I get more people to see, engage with and react to my content?
How Can I Make The Most of My Content?
To help, the good people at HubSpot have put together a great guide. They have outlined the best content promotion ideas across various mediums. From podcasting to blogging, to everything in between. You can use these best practices to get a strong ROI from your content. So, to learn them all, read the full article at the HubSpot blog.
- 18 Dec
2020 B2C Content Marketing Benchmarks, Budgets, and Trends: New Research
by Ann Handley
Content marketing has become a consistent tool for B2B marketing for a long time now. But, until recently it is a tool that has been largely missing in the B2C space. For most marketers in that space, they knew it could work. But they simply struggled to understand how to make it work in their markets.
“. . . and nair the twains shall meet . . . “
Well, now, it seems that business-to-consumer [B2C] marketers are making steady progress with content marketing. And it is quickly becoming a key element of marketing strategy. This, according to a just-published annual content marketing study [download available] from MarketingProfs and Content Marketing Institute.
To see what key actions and approaches you can take to improve your own content marketing program, read the full article at MarketingProfs
- 06 Dec
Seven Tips for Building a Video Marketing Campaign
Video is getting hotter by the day. It can even be said that it is becoming the most popular of mediums for content marketing, and marketing in general.
But Why Is That?
For one reason, video is the one content medium that is effective at every stage of the buyer journey. That makes it one of the most power full forms of content you can have. And it has been a driver for the increasing use of video in both B2C and B2B marketing campaigns.
And with that popularity there are a multitude of ways you can start. And if you’re considering using video, there are seven tips to help you build a solid video marketing campaign at MarketingProfs.com
NOTE: A Free MarketingProfs Registration may be required to read the full article.
- 05 Dec
8 B2B Video Marketing Myths Debunked with Cold Hard Facts
Video has exploded in the B2B landscape over the past few years. And, today, it has becoming a staple in today’s modern marketing and sales toolkit. However, there are some common misconceptions and video marketing myths. And those myths seem to be keeping some businesses from reaching their full video potential.
But, That Need Not be the Case
Video is here to stay. According to a study conducted by Heinz Marketing, 68% of organizations plan to increase their level of investment in video in the next six to eight months. Now, more marketing and sales professionals are realizing that video plays an important role throughout the entire buying journey. And this includes their sales cycle as well. And they are experiencing first-hand the true impact it can have on their business.
There’s still a lot to be said about video and its use in your marketing and sales mix. But to help you out, here are eight of the most common video marketing myths. To find out what they are, read the full article on the Heinz Marketing Blog.
- 26 Nov
The New 4Ps of Marketing and What They Mean to You
Back in college or at some point in your career, you learned about the 4Ps of marketing. As the old mantra goes, they are place, price, product, and promotion. Though nearly 60 years old, the 4Ps still hold weight today.
However, the marketing landscape has been undergoing drastic changes. And today, marketers must shift to an even more permission-based data strategy to fuel their personalized marketing strategies. That suggests a new set of the 4Ps of marketing.
Now Privacy, Permission, Personalization, and Performance (ROI) are the way forward for marketers looking to earn consumer trust and loyalty. To learn what these are and how to apply them in your business, read the full article at MarketingProfs.com.
- 08 Nov
Where do Buyers Research Products? [New Report from HubSpot]
by Pamela Bump
The burning question of the day: Where is it that people do their research when they are considering a purchase? The time was, people perused print ads. Or they saw a promotional flyer. But the times, they are a changing. Or, at least they have changed and significantly. And if brands don’t keep pace with these changes, they loose opportunities to be in consideration of the final purchase.
If Ya’ Snooze if Ya’ Loose . . .
One big shift was noted in 2018 when it was discovered that 40% of people used social media channels for aspects of product research. And younger generations today are getting more and more connected to social media platforms. So, that means that the amount of product research done on these platforms is likely to grow. In fact, 16 to 24-year-olds already conduct product research more on social than search engines.
By now, you might be on all the major social media platforms. But, as they expand and evolve, you might still wonder which you should focus your time and efforts on if you’re selling a physical product. To determine this, it can be helpful to find out which social channels your specific audience is using to look for products, and then create social strategies that meet them where they are on their preferred platforms.
To learn more about the social networks people prefer to surf for product research, see the poll data and read the full article on the HubSpot Blog
- 07 Nov
Email Marketing Trends Report: Deliverability Remains A Challenge
from Marketing Charts
A new report [download page] from DemandMetric and Return Path, has some surprising state-of-email insights. It seems that an increased number of marketers say their email marketing effectiveness is holding steady. However, fewer are seeing any increase in its effectiveness.
It might be easy to assume that this performance plateau is due to the fact that email is a long-established channel. However, there are some key differences between sectors. Additionally there are some emerging challenges that are worth noting from the report.
Deliverability Become A Greater Issue; Getting Attention Still Tough
One key take-away is that email marketers still struggle at the inbox. They still need to get their emails into the inbox before they can achieve any other goal. And getting emails seen is a basic but pressing challenge considering that consumers say that few brand emails are even interesting enough to open.
For more of the data, insights and to download a copy of the original report, read the full article at MarketingChats.com »
- 30 Oct
7 Things You Can Do Right Now to Boost Your Website Conversion Rate
When you think about it, there are a number of good reasons for creating, updating, and maintaining your business website. On the top of that list should be one important goal. Above all else, it should be able to acquire qualified leads and customers. Otherwise, if your business website fails to generate qualified leads and customers, it certainly is not working on behalf of your success.
Just Becase You Build it, Doesn’t Mean They Will Come . . .
And, not only do you need to build a great website, but you also need to constantly optimize the design, the content and the usability of your website in order to convert more of your visitors. And when you consider that the average website conversion rate is 2.35%, every website could do with a boost to improve results.
So, how can this be improved, you may ask. In this article from Jeff Bullas’ blog, Lilach Bullock shares with us 7 things you can start doing immediately to boost your website conversion rates. To learn how your business can capture more leads and customers through your website, read the full article on Jeff Bullas’s Blog.
- 22 Oct
Avoiding Funnel Failure: 3 Tips for Lead Generation & Conversion
Lead generation is an expensive task for any B2B marketer. And understanding the nuances of each lead and how to replicate some level of success is as much art as it is science. Additionally, the pressure to both create and convert isn’t slowing down any time soon.
Which Came First, The Lead or the Conversion . . . ?
Today, balancing the demand for conversion and the importance of building meaningful customer relationships is an ongoing battle. However, the good news is that B2B organizations can implement a lead generation mindset. And they can create a framework that capitalizes on the opportunity to secure leads throughout each stage of the funnel.
To learn three practical tips for how marketers can drive leads, conversion rates, and bottom-line growth, read the full article on Chief Marketer.
- 14 Oct
Email Marketing vs. Social Media: Grudge Match or Dream Match?
Some may feel that email marketing and social media marketing are at opposing ends of the marketing spectrum. But, they can work together to benefit your next marketing campaign. Both have their relative strengths and weaknesses. But, in combination, they can make a powerful combination for your marketing.
On The One Hand . . .
Social media marketing, on the one hand, is the act of promoting content on social media channels. While email marketing is the process of leading prospects down the sales funnel by sending marketing materials directly to those who’ve subscribed to that content.
And there are engaging, eye-catching methods you can use to integrate both marketing strategies in ways that will delight your customers. A holistic approach to digital marketing incorporates both social media and email marketing to reach your customers in a creative and memorable way. Believe it or not, the two rival methods work very well together. To see how, read the full article at HubSpot.com
- 08 Oct
The Top 5 Content Distribution Strategies to Extend Your Reach
Arguably, in almost every B2B segment content is essential. Google loves quality content. Your visitors love content. But it is a total waste of time and resources to simply write content for the sake of writing. So, not only do you have to produce quality content but you also need to adopt methods to distribute it.
Producing Content is One Side – Marketing it is Another
It is a lot of work to produce the type of high-quality content your visitors want and need. It takes a lot to create what gains their attention and engages them. But creating the content is only part of the equation for content marketing success.
And if you are currently creating and producing content and not getting what you need, it may be because you of one missing ingredient – a distribution strategy. In this article from Jeff Bullas’ Blog, Vartika Kashyap brings us a few tips about how to build a successful content distribution strategy.
- 04 Oct
Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel?
Many marketers could be suffering from leaky funnels, as the majority (82%) of businesses have zero to moderate integration of funnel sections, while only 2% say they have complete integration of their funnel sections. To make matters worse, according to a report [download page] from GetResponse and Demand Metric, 7 in 10 of the more… Read More »
The post Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel? appeared first on Marketing Charts.