- 12 Jun
Why Podcasts? How to Leverage the Power of Podcasts for Your Brand
by Brian Byer
For businesses large and small, podcasts are potentially a huge opportunity. Currently, it constitutes a largely underserved podcast market. And it’s a market that is hungry for fresh content, especially in niche areas of interest.
Overlooked, Ignored and Grossly Underserved?
According to studies, nearly 30% of Americans now listen to at least one podcast on a regular basis. And more than 70 million people actively look for engaging podcast content. So, now is the perfect time for marketers to leverage this large listener demand. But, you may still be wary of the time and resources podcast production requires.
The podcast market is primed for growth. And the popularity of podcasts among consumers should not be ignored. But is podcasting right for you and your business? And how can you start to build a good podcast? To find out, read the full article at MarketingProfs.com
- 07 Jun
Is Your Content Following The Trend?
Most businesses have accepted or even embraced the idea that without creating content, your website can’t hope to compete. In fact, without it, you have no chance for search engine rankings, high visitor counts, or much engagement.
When the Competition Gets Tough, The Tough Get Going
There are just too many sites out there fighting for the same eyeballs that you want. And that means that if you don’t put something appealing and fresh in front of them, you’re going to be out of luck.
So, what’s to be done? To start, BuzzSumo did a study of over 100 million posts and came up with some very revealing data. To take a look at a couple of the more interesting insights and diagnose what they might mean for how we should shape our content strategy, read the full article at the McLellan Marketing Group.
- 04 Jun
Testimonials Are B2B Companies’ Most Important Marketing Tool
In today’s hyper-competitive world customers don’t want marketing spiel. Your B2B customers can smell a sales pitch a mile away. And they are skeptical.
But, What is it That Customers Want . . . ?
Studies show us that what customers want is balanced and unbiased information. And they want it from people they can relate to. Plus, they want concrete figures and results not buzz words and slogans. And well executed customer testimonials can do exactly that.
Testimonials build trust between the company and its users. And they help customers overcome any skepticism they might have. So, how can you start developing a solid customer testimonial program? You can start by reading the full article at MarketingProfs.com.
- 03 Jun
An Analysis of 912 Million Blog Posts: Length, Link, and Share Trends
by Ayaz Nanji
Ever since the advent of content marketing and blogging, the debate has raged. Short- or long-form posts, which should be used? And do longer blog posts tend to garner more backlinks and social shares compared with shorter blog posts? Does a headline length correlate with the popularity of posts? And most importantly, what share of posts generate the bulk of engagement?
Questions, Questions, Questions, So Many Questions.
To find out, Backlinko teamed up with BuzzSumo to analyze [see the original report] more than 912 million blog posts. The researchers examined metrics such as social media shares and backlinks to determine how certain content-related factors correlate with performance.
- 01 Jun
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
by Linda Emma
Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers. Rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
And when writing for marketing, you need to do the same thing. You need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
So, What Is an Empathy Map?
An empathy map is a systematic tool that brings to light to your most likely customers. As you work through it, it teaches you how to connect with the people who will consume your content, products, or services. So, if you’re wondering how to understand what will motivate your potential customers, read the full article at MarketingProfs.com to find out.
- 22 May
6 Simple Strategies to Explode the Share Count of Your Content
Love it or hate it, social media has the ability to swiftly share content. As a result, it has become an integral part of content marketing. In an age where people shop, socialize, play and learn online, it is rapidly becoming a mainstay of life. In fact, it is estimated that by 2021 the number of social media users will rise from 2.77 to 3.02 billion.
However, getting your message out to people relies heavily on understanding your audience and the content they crave. Today, you can no longer approach content creation without a purpose and a plan. So once you’ve written a catchy headline that will have people clicking through to your blog post or article, how do you create content that people will climb over each other to consume and even share?
It all happens by understanding what your audience wants, creating original value, and shedding new light on problems your audience didn’t even know they had. And to learn how you can do that, read the full article on Jeff Bullas’s Blog.
- 20 May
B2B Buyers Want More Data and Research in Vendor Content
from Marketing Charts
If you are selling to other companies and you work to develop a thought leadership position, then content is a core tool. And that content is a critical building block for your success. But, what you think is valuable content may not be what your buyers think is valuable content. Wouldn’t it would be great to be able to know exactly what content buyers value in their purchase journey?
Well, Now You Can
Thanks to a recent study [access page] by Demand Gen Report and ON24 we can now better understand what our B2B buyers value in content as they make their purchase decisions. One thing the report does bring out is that an extremely high percentage of B2B buyers say they currently have less time to devote to reading and research durring their purchase journey.
So how can vendors make content more valuable when time is limited? To find out, gain additional insights and to learn a few actionable points using data from the study, read the full article at MarketingCharts.com
- 14 May
How to Use the Art of Storytelling in Your Blogging Strategy
by Chima Mmeje
Blogging has proven to be a great medium for a business to communicate, gain interest and to even generate leads. But it has become a crowded space. Now, we live in a world where over 4 million blog posts are published every day. And that constitutes a lot of noise you will need to break through to get your story into your market.
Bloggers, Bloggers Everywhere . . .
So, how do you stand out in a sea of bloggers? At this point in time, there are literally thousands, all of whom have probably covered all the key topics from a thousand different angles. Do you follow the trend? Or do you strike off and create a technique of your own?
To learn more, read the full article on Jeff Bullas’s Blog.
- 07 May
3 Tips on How to Create Branded Video on a Shoestring Budget
by Keith Richey
There is growing evidence that all businesses need to develop online video as a core part of their strategy. Consider these two points. First, nearly 50 percent of web users look for videos related to a product before visiting a bricks-and-mortar store. And, add to that, 70 percent of B2B buyers watch videos along their path to purchase. Now, those are certainly compelling arguments to use video, aren’t they. And this goes for businesses no matter which industry or size.
No Need for a Hollywood Production Team Here
The opportunity is real. Even if you are a small-to-medium-sized business with limited experience with online video. With modern digital platforms, even SMBs can effectively use video to increase sales and create brand awareness.
But how do you accomplish those goals without breaking the bank? To find out, here are three tips for ramping up your online video advertising and marketing on a shoestring budget on Chief Marketer.
- 06 May
How to Integrate Purpose Into Your B2B Content Strategy
by Heather O
The notion that content is king has never been more valid than it is today. And that idea, that started early on as the exclusive domain of B2B companies, has even spread to the B2C mareting domain.
This doesnt mean that you do the same types of content and structure it for the same reasons as you would for a B2B market. For B2C companies to reach their buyers and provide superior customer experiences every time, they need to deliver content that’s streamlined, simple, personal and purposeful.
What the Heck is Purposeful Content?
That means that they need to understand what’s important to their buyers. Why? Because a growing number of those buyers cite shared-purpose as a reason to buy from a company. And, as a result, companies need to be clear on their corporate purpose if they are going have a strong, evolving content strategy.
But, that purpose needs to be authentic and relatable. It also needs to inspire. Social purpose can be a powerful tool for your business. But how do you find that purpose? And, how can you wield that power? To find out, read the full article at MarketingProfs.com
- 02 May
How to Create and Use Screen Recording Videos in Your Content Marketing
by Mitt Ray
If you want to take your content marketing to the next level, video is the way to go. It’s estimated that by 2022, 82% of all global traffic will be from video.
Getting Past the Fear-Factor
An easy way to venture into video content marketing is through screen recording videos. And that is because anybody can create them. Plus, you don’t even need to record yourself. All you need to do is record your screen and your voice.
So, here’s a helpful step-by-step guide on how to create and use screen recording videos in your content marketing. Read the full article on Jeff Bullas’s Blog.
- 23 Apr
Why Your Content Needs to Focus on Expertise and Relevant Experience
Expertise and relevant experience now matter more than price and reputation when it comes to B2B marketing. That’s not to say that your B2B prospects are making decisions with a “hang the expense!” attitude. Nor will they ignore any evidence they find of you being difficult to work with or in any way suspect.
They’re Simply Going to Focus on Expertise and Experience First
The latter two still matter, of course, but according to a recent study by Hinge Marketing, the old twin pillars of professional services buyers’ decision-making — price and reputation — have been replaced by expertise and relevant experience.
So how do you state your case in a world where buyers are ever more eager to eliminate you before they’re even willing to have a conversation with you? To find out, read the full article at TargetMarketingMag.com
- 20 Apr
6 Fundamental Video Marketing Tips for Every Type of Skill Level
by Clifford Chi
Nowadays, most marketers obsess over how they can amplify their content’s reach as much as possible. More views means more leads and customers, right? While this convention can be true, it’ll only pan out if you optimize your videos for humans before you optimize them for algorithms.
If a Video Drops in a Forest . . .
Resonance is the most important determinant of whether your audience will take action. And your video’s creative is the most important determinant of whether your video will resonate with your audience. So even if your video reaches a million people, if it doesn’t resonate with them, it won’t persuade anyone. It won’t help them to take your preferred action, let alone remember your brand.
With this insight in mind, let’s go over six fundamental video marketing tips that’ll help you craft videos that resonate with as many people as it reaches at HubSpot.com
- 17 Apr
For Better ROI on B2B Webinars Don’t Overlook Low-Hanging Fruit
Some consider webinars to be a great tool for any stage of the buyer’s journey. When done properly they can be your best tool at a couple of points in the funnel. But, if you’re trying to use webinars to blast cold leads with boastful information about your product or company, you’re probably not going to get the level of attention and engagement you’re after.
Webinar Success Principle One: Teach. Don’t Preach
B2B webinars don’t have to be a lengthy sales presentation in disguise. And they don’t have to be boring or single-use content. To achieve a better return on investment, there’s plenty of low-hanging fruit to consider when you’re planning and putting together your webinar.
To learn how, read the full article at MarketingProfs.com
- 15 Apr
New Webinar Benchmarks Study Gives Clues for Success
from Marketing Charts
As countless studies have demonstrated, webinars are a highly valued content format. This is especially true with B2B buyers and at various points in their ‘buyer’s journey’.
Once again, this year, ON24 has released its webinar benchmarks report [download page]. The report is based on an analysis of more than 22,000 webinars conducted on its platform in 2018.
But, Exactly How Do Webinars Perform?
Even though we accept that webinars, as a B2B content tool, work, there are still lingering questions that we all have. Like, what days of the week are most effective? Or, how about the length of the session? And what should we expect as a registration-to-attendance rate?
To learn the answers, and see some of the highlights of this study, read the full article at MarketingCharts.com
- 12 Apr
Should B2B Marketers Gate Their Content? Or Not
from Marketing Charts
As the argument goes, . . . “to gate content only serves as a barrier to prospects.” And the response . . . “yes, but the content needs to work for me and I want to gain contact information.”
To Gate or Not to Gate. . . . That is the Question
It seems that some 44% of B2B companies gate content. But why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits. This, according to a recent report [download page] from Walker Sands.
While it’s true that close to two-thirds of the B2B marketers surveyed for the report who gate content cited earning qualified leads as their reason for doing so, more than half said they used gated content to add prospects into an automated marketing program.
To see more of the data and insights, read the full article at MarketingCharts.com
- 05 Apr
Which Types of B2B Influencer Content Do Buyers Find Valuable?
from Marketing Charts
We know from previous research that B2B leaders say content spurs their buying processes. In fact, almost all respondents to a new survey [access page] by Demand Gen Report and ON24, say they are now placing an even higher emphasis on the trustworthiness of the source of information for the content.
“TRUST” is Easy to Spell But Hard to Achieve
For those of us in the B2B content business, this means, using trusted influencers in a content campaign can prove fruitful. But what formats work best when running influencer campaigns? To see more of the data and to find out what works best, read the full article at MarketingCharts.com
- 02 Apr
Most B2B Buyers Admit to Postponing Purchases. How Should Vendors Respond?
It seems that content marketing still has a lot of power in the market. In fact, according to Aberdeen report [download page], content ,in one form or another, kick-starts buyer journeys for about half of B2B buyers. But, still, they found that a substantial number of purchasing decisions don’t go anywhere. A whopping 53% of B2B buyers saying they postpone decisions on at least half of their purchases.
What is to Blame for These Stalled Decisions?
Many buyers appear to point the finger at the vendors, reporting that they cancelled or postponed a purchase because they saw no differentiation between solutions. And more than half claiming that no vendor met their needs. And, it also seems that buyers are not overwhelmingly confident that their needs have been clarified when they are involved in making a purchase.
The report suggests a number of remedies that vendors should consider to address this buying confusion. And to learn what they are and to download the original report, read the full article at MarketingCharts.com
- 23 Mar
What Are The Most Effective Email Re-Engagement Campaigns?
from Marketing Charts
Inspite of all the proclomations to the contrary, email remains the go-to marketing channel for many organizations. And that is with good reason. Study after study show that a vast majority of consumers prefer email for brand communications. And current projections indicating that by 2021, there will be more than 4.1 billion email users worldwide.
So, clearly, organizations must prioritize email to maintain its effectiveness. But simply becuase we have documented proof that email has worked well, doesnt mean it continues. As example, we know that engagement remains the key to getting email into subscriber inboxes. However, now we need to know exactly what it is that drives this critical factor in email success.
And that is exactly what this latest Return Path report [download page] looks into. Even with a high rate of effectiveness, marketers still must deal with inactive email subscribers. But more than half of respondents said they do not actively try to re-engage inactive subscribers. And of those who do create targeted campaigns for re-engagement, they reveealed that the path to re-engagement worked best with free resource offers.
To see more of the data, additional insights and to download the original report, read the full article at MarketingCharts.com
- 20 Mar
10 Proven Content Promotion Strategies To Get More Traffic To Your Website
We’ve all heard it before, content is king. And most successful brands are already validating that statment. That is evidenced by the flow of unique and powerful content marketing campaigns. And really, there’s no wonder why they do it.
So Why Do They Do That? Becuase It Works
Research tells us that content marketing costs 62% less than traditional advertising channels. Additionally, it provides three-times as many results in terms of traffic and leads. And, as another study from Curata points out, 74% of companies say that content marketing is enhancing the quality and increasing the quantity of leads.
So, regardless of your business type and industry, you can leverage content to improve your brand’s awareness. develop a solid brand reputation, and eventually increase your leads and sales. All with content. And in this post from Jeff Bulla’s blog, Tiffany Harper sharies 10 proven content promotion strategies to improve your business’ exposure and performance. Read the full article on Jeff Bullas’s Blog.