Monday, December 11, 2017
Wednesday, September 13, 2017
Content marketing is an important aspect of your inbound marketing strategy. Inbound needs content to work, and the popularity of content marketing is growing each year. In fact, according to the Content Marketing Institute, 70% of B2B organization marketers say they plan on creating more content in 2017 than they did in 2016.
And, 25% of respondents to this survey were from the Technology Industry, which means understanding the key ingredients to creating a content marketing strategy is more important than ever for your B2B Technology organization.
There are a lot of ingredients that can go into creating an excellent content marketing strategy, but there are four important points you need to understand in order to form the basic structure of your strategy. Just like how there a lot of ingredients that make chocolate chip cookies taste good, but there are a few basic ones you need to make the cookies actually work.
Key Content Marketing Ingredients
The first key point to know is how many decision makers are involved in the organization, who those decision makers are, and what they care about. Whether it’s a CIO, CFO, Compliance Manager or any other C-Suite individual, you need to understand who they are so you can write to and create the level of content they need.
Usually, decision makers are thinking about the following four questions when looking for a solution to their business needs:
- Is this solution a good fit for my business?
- Does this vendor know anything about my business and my market?
- Do they understand the problem we’re trying to solve?
- Can I work with this vendor and trust them to help with a critical responsibility?
The second key point to understand is how your audience researches their problems. Obviously, you want to publish content your client will actually read and understand. You wouldn’t create an entire content marketing strategy based on infographics if you knew the CEO you wanted to target didn’t usually consume infographics and preferred more in-depth reports. That’s why, just like in the first key point, it’s important to gain a deep understanding of who your clients are.
Make Your Content Work for You
The third key ingredient to having a content marketing strategy that works for your business is your editorial calendar. No content marketing strategy is complete without one, but it’s having the right one that will make your strategy effective. The right editorial calendar will help your clients complete their research on their own by putting out content that identifies their pain points and offers solutions to them.
The fourth and final key point to remember is you must let your clients guide themselves through the process. If you create good content for each stage in the buyer’s journey, then your clients will have no problem going through the process on their own. When they are able to do this, your clients will feel as if they are in control of their own research and decision-making process, which is more likely to guide them towards choosing your company on their own.
When building a content marketing strategy, it is important to understand that it isn’t just your organization’s feature or function that sets you apart from the competition. Your content marketing strategy plays a major role in making sure your clients see why your business is the best option for them.
Friday, June 9, 2017
For example: App development is a large impact meteor, which changed the way data is consumed, consumer purchases are made, and entertainment is accessed, among others.
Social media is a massive impact which substantially changed human interaction and the way that people and brands interact with each other.
A large percentage of companies that do marketing rely heavily on social media to engage their consumer base.
But the introduction of the personal computer is an extinction level impact for business because virtually every business on earth relies on a computer in some way to function. Businesses that did not adapt to using computers are non-existent.
AI is the next extinction level impact that business marketing will face.
1. AI will drive all analytics: Ever spend hours staring at piles of customer information looking for connections? Send junior employees to sift though Google for days to find the information you need? Ever get automated analytics reports that just didn’t make sense? Relax! AI will find everything you were looking for plus a dozen things you have never thought to ask. Your insights will be crisp, original and accurate. Cascading findings to your digital team? Don’t worry because…
2. AI will drive online interaction: From generating posts to frontline customer interaction, AI technology like chatbots and content generators will almost completely replace community managers and digital strategists.
In fact, the call center industry thinks it will drop 50 percent of its customer service employees due to AI.
3. AI will be your creative developer: Tired of dealing with moody creative types? No problem! Deep thinking AI software will come up with all the weird original ideas you never would have thought of yourself. It won’t take coffee breaks, and won’t take it personally if you reject an idea, it’ll just keep churning them out until you find something you can work with.
4. AI will govern marketing expenditure: Where to do ad buys, where are my customers now?
If you think that media buying has become too complex for a person to do properly, you’re exactly right!
The great news is that media buying will evolve from an agency you hire to a subscription you maintain.
A word of caution, AI recommendations will be widely variable and will often not seem to make common sense.
That’s because most media buying now is based on inaccurate generalizations the machine won’t have to make.
But what will be my job? In some ways, the role of a marketing manager will stay the same: getting the best work out of your marketing employees.
The difference is, your employees won’t be human and being a good manager will shift to getting the best work from your AI.
Marketing managers will become, or will be replaced by AI Supervisors, the next and possibly the last booming career in the profession.
This transition will play out over the next 10 years (kind of like social media) but the AI transformation is already starting.
As with other extinction level technologies, the businesses that will survive the impact are the ones that will start evolving their business models now.
The biggest hurdle companies face is realizing the need to change their marketing or even their business model because of technology.
Walking a marketing department though a transformation at this level is not easy. Most digital guys get stuck because they lead with the technology. That’s not the way to go. You lead with the business challenge and make sure every department knows how it will affect them.
You follow through with how you will adjust your business model to take on the problem. The tech comes last.
Its easy to take a wait and see attitude because it might be a fad.
AI is not a fad, it’s a trend because it saves companies a lot of money and make them massively more effective than non-automated competitors.
This is an extinction level event. If you can see it coming, that’s the first step, the next step is having the courage to start talking about it with your company’s leadership.
They might think you are a little crazy at first, but hey, all the great leaders are.
Wednesday, January 25, 2017
Content marketing is about informing and entertaining your audience, social media is about promoting your content, and SEO is about making sure the technical t’s are crossed and i’s are dotted so search engines can find your content, right? Wrong. … All three work toward the same thing: achieving relevance for your audience.
With the organic online marketing ecosystem growing, it’s no surprise that SEO, social media, and content marketing are finding themselves under the same umbrella. When the three are working in sync, they help acquire customers and increase website traffic through valuable content. This is in part due to the changes to Google algorithms, which now factor social signals as an indicator in search rankings. To make an organic marketing plan that works towards your company’s goals, it’s important to know how content marketing, social media and SEO all fit into the same strategy.
Here are ways content marketing, social media and SEO work together to improve organic marketing:
Google uses Twitter to discover new content The world wide web is an ever-growing public library filled with content and no central filing system. Google gathers pages during its crawl process and then creates an index, so we know where to find things when we’re searching for it. This process can be quite tedious with the amount of content being produced each day and every hour.
With the help of Twitter, content that has generated a lot of traction on Twitter can cut the time it takes Google to find your content. Factors such as how many retweets, how many people tweeted the content, and the time frame of when the content was shared are all taken into consideration when indexing the content. Content indexation is important for SEO because the faster you can get your content indexed, the faster you’ll get rewarded through organic traffic to your site.
Social shares is the new link building
One of the many factors that contributes to a high ranking in Google’s SERPs is how many linkbacks your website receives. Unfortunately, this factor is easily manipulated through black-hat SEO techniques, such as keyword stuffing, invisible text, and creating “fake” websites that link back to the website you’re trying to optimize. As a result, Google has instead chosen to look into social signals like Tweets, Facebook posts, +1s and so on, as a non-manipulated way of getting links. Gone are the days where you had to work hard on creating “link juice”—now, social media and SEO can work together to give your website the link backs it needs.
Boost authority with your social media influence
In simple terms, Google will rank your blog posts and website higher if it sees that you are a credible source. In addition to determining your credibility based on how many people link back to you, Google also considers your social media influence. How this is determined is based on many different factors that include relevance, reach, and resonance. To see how you rank on these factors, ask yourself these questions: is your content relevant to your brand, how many people are you able to reach with the content you’re sharing on your social profiles, and are the people engaging with your content valuable to you, i.e. whether they are influential bloggers and brands.
Content Marketing as “creating or distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.
The future of content marketing is personalization. Marketers need to be focusing their efforts on creating content that is highly personalized, relevant, entertaining and informative based on where the customer is during their purchase journey.
Content should build on itself. And by aligning it with your sales funnel, you see a natural progression that teaches at the beginning and then involves the customer as they move through their journey.
Brands have learned that promoting themselves doesn’t work. Ultimately it’s the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity. Brands have to stop promoting themselves and create content that people actually want to consume. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous content - always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
Therefore the question: What are you doing to establish authority in our niche with what type of content?