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- 10 Dec
Online Video Consumption Continues to Rise Globally
from Marketing Charts
What is the reason that video marketing has gained so much momentum? Here is your answer. Online video consumption growth is expanding at a terrific pace. And it shows no sign of slowing down in the next few years.Marketers are Simply Following Their Market Momentum
The recent global forecast estimates from Zenith Media is that the average person will watch 84 minutes of online video this year. This is up from an estimated average of 67 minutes spent per day in 2018. This rate of growth is not unusual. Zenith reported that between 2013 and 2018 online video viewing grew at an average rate of 32% per year.
The insights from this study clearly support some of the more recent findings
- The growth of mobile video advertising is expected to be more than 3 times larger than non-mobile video advertising in 4 years time.
- On the B2B front, shorter videos are best. B2B online videos less than one minute in length had a completion rate of 68% last year, compared to the 25% completion rate of videos which were more than 20 minutes long.
- More than half (56%) of US consumers prefer video ads which are relevant to the videos they are watching as opposed to ads that are relevant to their browsing behavior or their mindset.
To see more of the data, insights and to access the full report, read the full article at MarketingCharts.com
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- 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.
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- 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.
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- 18 Nov
Good Storytelling Starts With Your Value Proposition
As a consultant, I often see companies forgetting to tell the story about the value their products hold for the customer. In most cases, that is because companies are so close to their products. As a result, they assume the benefits are apparent to everyone.
This is Where Good Storytelling Comes In
And this is a good example of what good storytelling represents. With the markets changing at such a rapid pace, it can all be overwhelming. Understanding the shifting demands of buyers, and the market are hard.
But, one thing is constant. A good story always works and a good story always starts with the value your products brings to your customers. And that means that all of your content needs to demonstrate as well as explain your products values to the customer. But not as a focal point of your product, rather from a customer-view perspective.
To understand this all more clearly and learn how this can be applied to your business, read the full article on Heinz Marketing’s Blog.
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- 17 Oct
How to Create Effective Sales Enablement Content
In far too many businesses there is far too little connection between marketing and sales team members. And that’s a shame. Because everyone in those companies suffers as a consequence of this lacking.
Marketing and Sales Have Plenty to Offer One Another
Marketers drive interest in the product or service through the content they produce and publish. Salespeople nurture the would-be clients through the educational content and sales materials they share. But if the content coming from marketing is disjointed, prospective clients can quickly lose trust. And then, unfortunately, marketing content is often shelved after one use.
That can make it a costly investment. But, what if that content could have a second life, or third, fourth, and more. Well, its ROI would soar. So, to learn How to Create Effective Sales Enablement Content, boost sales and increase the value and return on your content, read the full article at MarketingProfs.com
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- 10 Oct
Visual Language Can Spell Success for Your Next Marketing Campaign
by Erin McCoy
By now there should be no argument. Visual content is now an absolute necessity for marketing success. In fact, 94% of first impressions of your brand are based on visual design.And, so your marketing content must delight and your visuals need to engage your audience at very first glance. But, if not, they’re likely to move on to the next thing. And will do so in a matter of seconds.
You Still Might not be Reaching Your Full Marketing Potential
While your brand guidelines are critical for providing general direction, each campaign is different. So each campaign needs its own visual language. And to help you take your visual marketing content to the next level, in this article from the HubSpot blog, Erin McCoy explores what a visual language is, and how you can develop one for your next campaign. Read the full article now . . .
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- 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.
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- 07 Oct
New Research Reveals How to Accelerate the Buyer’s Journey with Content
by Josh Baez
It’s no secret today’s buyers are overwhelmed. And today, the average consumer experiences tremendous marketing fatigue. They are literally being bombarded from every angle with marketing messages. And, that experience isn’t always a positive one.
Are We Hindering or Helping?
70% of buying decisions are made before ever talking to a salesperson. And these days, for buyers, experience and information matters more than ever. So, now there is an even greater reliance upon content for marketing outcomes.
As marketers, Are We Enabling Those Decisions or Hindering Them?
But, what can be done? New research just released give us some great tips. The report gives us some intereting insights into how we can best use our content to accelerate our buyer’s journey. And not to hinder it. So to learn what they found, read the full article at Heinz Marketing’s Blog
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- 26 Sep
How to Create Buyer-Focused Content That Gains Engagement & Gets Traction
by Adam Little
What makes the difference between a piece of content that gets no traction, and another that encourages a potential client to buy? Is there some magic formula that does this?
Great Questions, But How About a Great Answer
Frequently, market and sales content is written as if it’s either a sales brochure or a technical manual. It comes off as either too pushy or far too clinical. It seems that most content online and in emails today simply misses the point. It needs to reflect the wants, needs and interests of the reader. In style and substance, it needs to fit the buyer.
And the key is to ensure the content, in both substance and style, fits the buyer’s needs. And that is the crux of all well-performing content. The collateral you create must fulfill the needs of the buyer, at whatever stage of the buying journey.
To learn how you can accomplish this and to help pinpoint the why and how of creating excellent buyer-focused content, read the full article at MarketingProfs.com
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- 25 Sep
The 12 Types of Content Marketing in a Marketer’s Arsenal
When it comes to content marketing, it can be tough to know which ones to use and which ones will make a statement. There are a variety of content marketing types that marketers can choose from. For example, Southwest likes to mix it up by posting gifs, blog posts, commercials, and retweets on their Twitter page. Delta has recently been on a video and gif kick, posting strictly commercials, videos, and gifs about flight.It’s Not About Me. It’s All About You . . .
It’s ultimately about what type of content marketing promotes your business effectively. But, it is mostly about what your prospects and customers want to see and engage with. And there is a range of different content marketing types to choose from when you want to make a splash in your campaigns.
To learn what they are and how they can impact your brand, read the full article at HubSpot.com
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- 23 Sep
Social Media Dominates Video Content Promotion Efforts
from Marketing Charts
Last year, Tubular Labs revealed that business videos experienced impressive growth on Facebook in the second quarter of 2018. No real surprise there. And now, in this most recent survey they found that the top channels for promotion were, once again, social media platforms.This is a Really Huge Deal
Currently, over 89% of marketers use video as part of their content strategy. And that is not surprising considering marketers believe video converts better than other content. But how do marketers get their video content to their audiences? A new report [download page] from Wibbitz reveals that when marketers promote their videos, either organically or through paid ads, an overwhelming number turn to social media, even more so than their own websites or blogs.
Want to learn more? Then read the full article and access the source data at MarketingCharts.com.
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- 16 Sep
How to Improve Website Engagement in the Era of Information Overload
from Jeff Bullas’ Blog
Despite the best efforts of marketers who spend hours crafting click-bait headlines for social media, most of us scroll straight past them. But unfortunately, this is the most likely behavior of your customers too.The Information Overload Epidemic is Real
And it’s posing a dilemma for marketers who are desperately searching for attention. So, how can you get people to pause, observe what it is you have to say, and engage with your brand?
Today, is seems that everyone is publishing more and more content in an effort to get noticed. Yet, the impact is often counterproductive to gaining attention. It seems that no one has time to pause. So, how do improve website engagement in this era of information overload? To learn the 3 critical tips, read the full article on Jeff Bullas’ Blog.
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- 11 Sep
10 How-To Videos That Really Work And Why They Do
On the internet today, video is everywhere. And for marketing, it is at every stage of the buyer funnel.Hearing is One Thing. Seeing is A Whole Different Level
As an example, have you ever learned how to do something with the help of an internet search? The answer is most likely a resounding “yes.” In fact, videos are an especially compelling way to learn how to do something online. That’s because, well, the video shows you exactly how to do it. I’m not alone here, either — most customers would prefer to watch a marketing video rather than seeing an ad.
So if you’re among the 45% of marketers who are adding video content to your strategy this year, there could be a lot of value in making videos specifically for those in your audience who are trying to learn how to do something, too. And in this post, you will see exactly how popular these searches are on YouTube and other platforms, and what you can learn from eight how-to videos about how to make great teaching videos of your own, all at HubSpot.com
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- 09 Sep
How to Create an Email Newsletter People Actually Read
by Ginny Mineo
Even though e-newsletters are one of the most common types of emails to send, they are actually some of the hardest to do right. And to get them right, you need to be aware of a number of potential problems and pitfalls.First Things First . . .
First, and most importantly, you need to ask yourself one simple question. “Do we really need a newsletter?” Now, while that may seem to be a rather odd question to come up with, it is one of the most important issues to review at the outset of you considerations. But, surprisingly, it is one of the questions very few seem to ask themselves.
So, do you want to ace your new email newsletter project, or rejuvenate an old one? Or, if you’re looking for some inspiration, here are some awesome email newsletter examples you can check out at HubSpot’s Blog
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- 05 Sep
The Complicated Relationship Between Social Media and SEO
by Kipp Bodnar
Inbound marketing is in the middle of an interesting evolution. While search has traditionally been a major source of traffic and leads for businesses leveraging online marketing, that is changing. Now, with the growth of social networks, social media marketing is becoming even more important.But, Which is More Important?
The answer? Both can be key to your strategy. They both can, and should, work together. But the key to understanding how and why they need to work together is to think about the problem both search and social solve. They both offer information discovery. And, leveraging both strategies will give you more chances for audiences to discover your brand.
As a marketer, how can you integrate your efforts across both platforms? To find out and to learn how to apply this to your unique business environment, read the full article at the HubSpot Blog
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- 31 Aug
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
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- 20 Aug
How to Create Compelling Brand Stories in a Noisy World
from Jeff Bullas’ Blog
Storytelling has long been considered an art form. But now, it has become a business imperative as well.Emotions are the Sherpa in the Buyer Journey
Market studies tell us that brands with interesting, original and engaging stories can sell more than their blander competitors. And the reason? Well, stories touch upon emotions. And this is not simply conjecture. In fact, neuroscience shows that human beings make decisions based mostly on emotions. And not on logic. And surprisingly, that is the case even in the B2B space that has assumed only logic prevails.
The human brain is hardwired to be fascinated by good storytelling. And your business can benefit from that wiring. To learn how, read the full article on Jeff Bullas’s Blog.
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- 10 Aug
Is Hybrid Content Strategy the Future of B2B Content?
by Tim Morral
A majority of B2B marketers plan to reshuffle their strategies and prioritize the development of short-form content in 2019. A move largely motivated by buyers’ changing content preferences. But aligning content with buyer preferences isn’t as simple as tweaking the marketing budget. Nor is it simply a matter of creating a few more social posts.
Today’s B2B marketers find themselves struggling to maximize business value. Now, they are challenged to use social, video, multimedia and gated content assets to engage audiences. And to do so on a meaningful level.
We know from the experience over the past few years that short-form content works. But as marketers, we have seen that long-form content has it’s place as well. The solution? Integration. By integrating short-form and long-form content in a hybrid content strategy, B2B marketers can increase the business impact of their content investments and engage buyers in more creative ways. To learn how, read the full article at TargetMarketing.com
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- 09 Aug
3 Tips on How to Create Branded Video on a Shoestring Budget
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
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- 07 Aug
6 Great Tips to a Better B2B Video
Video has increasingly become an the choice medium for many businesses. And that is because so many have found it extremely effective to drive engagement with digital audiences. In fact, video snippets have become one of the top three content types used by B2B marketers in 2018.
Short . . . Medium . . . Long. It All Works
But short-form is not the only digital media tool they use. There is mounting evidence of the impact of long-form video content and social media video stories. The reason? Well, video content appeals to viewers at every stage of their buying journey. Whether they are just being introduced to your business, or are deeper in the sales funnel and looking for more information about your products or services. Video works for them.
With video marketing being one of the top digital marketing trends, now is the time for B2B marketers to focus on creating engaging and valuable videos for branding, lead generation and thought leadership. And if you are ready to start making your own marketing videos, consider these five great tips from Christa Tuttle on Business2Community.com
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