I'd nominate CMO Council's "Better Lead Yield in the Content Marketing Field" for the clunkiest white paper title of the year, but it's also an informative wake-up call.
The paper reports findings from a survey of 400 B2B "content seekers" to identify what is and isn't working in today's new media noisefest.
But should you actually care about content marketing?
Content marketing is a lot more than the sweetheart trend of online media today. It's the multimedia megastar of many a company's marketing strategy for increasing awareness, lead generation, conversion, sales, customer loyalty, and advocacy.
So it's not the least bit surprising B2Bers are now investing more than 25 percent of their marketing budgets on content marketing initiatives and upping the ante each year.
You would think content marketing is a sure thing—a consistently effective way to go. But you'd be wrong.
Twitter is one of the most popular social networks in the world, so it only makes sense that every marketing professional you'll run in to is going to tell you that Twitter needs to be a part of your business' online marketing strategy. If you've already started using Twitter for business marketing or it's something you're considering, you may want to take the following tips to heart.
Use Twitter For Business and Branding Development
Twitter is a great, unique social media platform for personal use or for business. Twitter is a communication tool where people share thoughts, articles and messages 140 characters at a time. The platform lets you follow people who interest you, and lets others follow you to receive your Tweets.
Your tweets can be just about anything, and can include photos, videos from YouTube and links to anything you'd like to share. Just remember, make the most of your space, because you only have 140 characters to get your message across.
Show Off Your Brand in a Professional Way
The first thing you want to do is attempt to obtain your business or brand name on Twitter when your register. The closer you can get the better. As you can see, Taylor Clark is a common name, so I was forced to choose @taylorclarkco instead, which works well since I use a .CO domain name. Most of the time you shouldn't have any issues obtaining a name, but if you aren't able to make sure the name you pick is something relevant.
As marketers, it's our job to use stories to build relationships with our audience that both meet their needs and align with the brand we represent. But how do we know which needs hit the hot buttons that are sure to evoke a response?
Over the years, I've adopted the "6 Basic Human Needs" that Tony Robbins uses as a foundation in his teaching, and morphed them to apply to marketing:
1. Certainty. We all want to know what's going to happen. People with certainty as a primary need are the ones who skip to the last few pages of a novel before they even start at page 1. As brands, we all want to surprise and delight our customers, but remember that most of your potential customers want to know the results of the experience before they buy. Certainty happens with trust – trust of a friend explaining their experience, or trust with the brand because they've experienced it firsthand. Certainty – or consistency – is one of the hardest needs to fulfill for brands, especially if you're selling service where interactions can be unpredictable. Deliver certainty to your customers along with a great brand and you'll have customers for life.
If you are blogging on your WordPress website (which you should be doing for oh so many reasons) you want to keep people on your site as long as possible. No, you don't have to resort to tying them up, but the next best thing to keep them reading is by using a related posts plugin to display a list of related posts with thumbnail images under each of your posts.
Yet Another Related Posts Plugin (YARPP) is one of the most popular related posts plugins and is recommended by such heavy hitters as Matt Mullenweg, founder of WordPress, Matt Cutts from Google and Joost de Valk developer of the WordPress SEO plugin.
This is handy to have since it will direct visitors to other posts you've written on the same or related subjects. When people stay on your site you will decrease your bounce rate, since people are going to read your other entries while at the same time increasing your pageviews.
The annual budget will have have tremendous impact on the go to market strategy as it should anticipate and fund the resources required to be successful in the coming year.
All too often the annual planning and corresponding annual budgeting process sneaks up at the last moment. And then the sprint begins for the organization to prepare operational plans that will either facilitate or resist delivering value for a year. Here's some advice on how to resist the temptation to:
- Plan on doing the same thing or less next year
- Add 10% to last year's plan and call it a day
- Wait for your numbers and direction to be handed down from above
It's important to remember that the definition of insanity is to do the same thing and expecting different results. With this in mind, start from a vision, set objectives and then develop the strategy, structure and staff to be successful.
Go to Market Strategy: SMART Objectives
When it comes to sharing on Facebook, Pinterst, and Integram, female users lead the way.
According to the latest data gathered by Pew Research Center's American Life Project, woman are, by far, the leaders in social media marketing participation, which could mean that marketers may be focusing their mobile and online campaigns even more specifically in their direction.
The recent survey by Pew has shown that women use these networking sites far more than men.
The data indicated that while both men and women are using social networks, it is women who are using it the most, and the amount of use from women is considered to be regularly statistically significant. The size of the gap in the percentage of women who use these sites over the percentage of men means that marketers could need to rethink their social media marketing campaigns if they haven't already taken this into account.