“By failing to prepare, you are preparing to fail” – Benjamin Franklin
Category Archives: Marketing Strategy
While you may be able to sidestep visuals in a well-written blog post, what are you doing to create variety in your marketing plan? It’s important to consider your entire audience and make sure you’re also capturing the “visual readers.” Read More
Content marketing, though a highly effective brand buzz and lead generation method, is not without its challenges. According to the Content Marketing Institute, new and experienced content marketers alike report the same hurdle: producing engaging content.
There is help…if you can find it. We waded through the dozens of content marketing tools out there, pinpointing the best to tackle your biggest challenges. Though our list is not exhaustive, it can put struggling content teams on the right path.
Email marketing tools have evolved since the first official email marketing message was sent back in 1978. Deliberate, strategized email marketing didn’t come into full force till the 1990s. Soon after, regulations monitoring the practice came into play, marking the impact and importance of this digital marketing method.
Since then, email marketing tools and practices continue to improve, adding analytics and adapting to the rise in mobile use among other innovations. Check these types of email marketing tools to see if your team is utilizing the most effective methods in this almost 40-year-old practice.
The path to Hell is paved with good intentions.
A heavy statement. And, for those working through a content marketing plan, not far from the truth. Content marketing is on the rise—everybody is getting in the game—but good intentions won’t drive success. Those relying on quick fixes, unrealistic expectations, and unsound strategies may as well purchase a one-way ticket to content marketing Hades.
In the race for new business, content marketing has long been championed as a strategy for attracting and gaining new clients.
But what happens when the race is over?
Too often marketers mistakenly think that once a sale closes, so does their content. This could not be further from the truth. After all, keeping current customers is just as important as (if not more important than) attracting new ones.
According to Forrester, 87% of B2B marketers say that they struggle to produce content that truly engages their buyers. I’d argue that could very well be because they are still thinking like marketers—not like editors.
- Marketers are typically tasked with promoting a product (i.e. product- or business-first thinking).
- Editors are in charge of publishing content that their audience wants to read (i.e. audience-first thinking).
The most successful among us, however, are those who don’t fall prey to that trap. They are those that set objectives, highlight the steps it will take to achieve those objectives, and chip away at them until they get them done. They don’t let the urgent get in the way of the important.
Most people would agree that a first date is NOT the ideal time to propose. Why is it then that so many marketers ask prospects to buy before they’ve even had a first date, let alone developed a long term relationship?
It just doesn’t make sense.
As an effective content marketer, you have put the time into understanding the characteristics of your audience. You’ve developed and validated personas. You or your strategist has created an editorial calendar that will knock clients’ socks off. You’ve produced exceptional content. You’ve written targeted messaging to introduce that content. You’ve got a plan to get it out to the masses.
But are you sure your team can effectively execute on your strategy?
Have you closed the reporting gap?