Category Archives: Marketing Strategy

Updated Content Marketing Strategy eGuide Released

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“By failing to prepare, you are preparing to fail” – Benjamin Franklin

There are few people who would argue the truthfulness of the above statement.  We all believe it – and most of us try to live it.   But sometimes life gets in the way.   Deadlines pile up, requests flow in and each day becomes an exercise in simply crossing as much off the to-do list as possible.

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.

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Attention Content Marketers: Is your CRM as Detailed as your Personas?

By | CRM Management, Digital Marketing, Marketing Plans, Marketing Strategy, Sales and Marketing Integration | No Comments

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?

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Writing Right: Using Data to Drive Your Content Marketing

By | Content Marketing, Marketing Strategy | No Comments

Content marketing has proven its worth, bringing in three times more leads and costing 62% less than traditional outbound marketing (Hubspot). Despite these stats, a recent NetProspex and Content Marketing Institute whitepaper found that 85% of B2B marketers said they couldn’t connect business value to content. The study went on to find marketers still struggle with the practice, citing “creating content that engages” as a primary content marketing concern (Marketing Data: Vitamin D for Your Content Marketing).

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Digital Marketing: Facts, Stats & Trends to Watch

By | Content Marketing, Email Marketing, Inbound Marketing, Marketing Plans, Marketing Strategy | No Comments

Digital marketing remains one of the best ways for both B2C and B2B companies to reach customers. A recent We Are Social study showed that 71% of internet users in the US searched online for a product or service in the last 30 days, and 66% made an online purchase (source). With so many consumers moving online for their buying journey, marketers realize the time for digital marketing is now.

 What have marketers been doing?

At the close of 2015, B2B and B2C businesses had differing digital marketing objectives, but similar methods.
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CRM in the Marketing World: How CRM can help you create strong marketing campaigns

By | CRM Management, Marketing Plans, Marketing Strategy | No Comments

Creating strong content is not the ultimate element in Content Marketing. Creating and maintaining effective marketing data to target the best possible audience for your campaign is of equal importance. One of the most important tools in a modern marketer’s tool belt is a Customer Relationship Management (CRM) system to help you manage this data.

Your CRM is not only your database of record, but it is the place where marketing and sales connect to create actionable data for both the sales and marketing organizations.

Here are different ways that CRM can help you produce a strong campaign:
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Components of a Well Laid Marketing Plan

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From ancient times to modern day, scholars, businessmen, sports celebrities, and regular folk have expounded the virtues of planning.

“A man who does not plan long ahead will find trouble at his door.” – Confucius

“A goal without a plan is just a wish.” – Antoine de Saint-Exupery

“A good plan is like a road map: it shows the final destination and usually the best way to get there.”-  H. Stanley Judd

“If you don’t know where you’re going, you’ll end up someplace else.” – Yogi Berra

 Yet, if the annual Content Marketing Institute survey is to be believed, many marketers, at least those in the digital content marketing realm, fall short when it comes to planning and strategy.  This could be due to lack of bandwidth, or understanding – or it could be because today’s marketing environment is evolving so rapidly, it’s hard to keep up.

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Sales and Marketing: A Force to be Reckoned With

By | Marketing Plans, Marketing Strategy, Sales as a Service, Sales Strategy, Sales Tips | No Comments

*Full disclaimer: this post is shoe-horned with Star Wars allusions, puns, and enthusiasm. Reader be warned.

In a galaxy far, far away, Han Solo and Chewbacca, co-workers and best friends, worked together to save Princess Leia and destroy the Death Star.

It could be argued that these successes would not have been possible if they worked separately. That their individual abilities could not compare to their strength as a team.

In this way, sales and marketing teams are better together than they are apart. Unfortunately, much like the dynamic duo of Han and Chewbacca, we only see truly aligned sales and marketing teams once every other galaxy or so.

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Content Market Strategy Part 1: Developing the Buyer Persona

By | Content Marketing, Marketing Strategy | No Comments

As part one of our Content Marketing Strategy series, we’re discussing one of the most important tools in a content marketer’s pocket: the buyer persona.

A buyer persona is a tool that all reputable content marketers use. It is the driving force behind your campaign, the foundation of all campaign communications, and the reasoning that positions your product and sales efforts. Need I go on?

No? Ok—let’s get started.

This blog will provide an overview of what a buyer persona is and how to create one of your own.

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Got Strategy? The importance of documented strategy in content marketing

By | Content Marketing, Marketing Strategy | No Comments

To be purposeful, a content marketing strategy must include relevant information about your campaign, like the goals and KPIs. But to be effective, it must also be documented. Not just discussed. Not just a draft. But a written, finalized, and approved content strategy.  This seems easy enough, but according to the Content Marketing Institute’s 2015 study, only 35 percent of content marketers have a documented content marketing strategy. Read More