Introduced in the 1990s, blogging has come of age. What started out as an online diary has evolved into a sophisticated marketing channel. In the process, individuals and organizations that blog are learning the importance of determining the right topics to cover, the value of engaging headlines and copy, the appearance of blogs, consistency of posting and a host of other variables that can impact the success of the blogging efforts.
In an age of digital media, press releases are an often-overlooked marketing channel. Before the explosion of the internet and the availability of information 24/7, companies used press releases to announce every type of event imaginable. Today, marketers need to embrace new and different ways of getting the attention of editors, journalists and other members of the media.
For most businesses, the website is the key source of inbound leads. When visitors spend time on your website, they are more educated, more engaged and more likely to make a purchase. As an added bonus, Google rewards sites that keep visitors online with higher SEO rankings. One metric to look at in determining visitor
Multichannel marketing. Everyone is talking about it. Yet, when all is said and done, there are often more questions than answers—especially when it comes to identifying the right mediums to use to attract the customers and revenue that companies seek. One reason for this complexity is due the vast number of variables to consider in multichannel marketing.
Now that the holidays and New Year’s celebrations are over, it’s time to focus on the year ahead. That means building a plan, taking on new challenges and optimizing last year’s successes. To accomplish those goals, here are four New Year’s resolutions that support your business development efforts and can take your company to the
Blogging is an excellent way to provide website visitors and other readers with new, interesting, timely and compelling content that demonstrates thought leadership. Since the first blog was published in 1994, blogs have become a vital means for communicating with prospects and customers. On the positive side, blogs are easy to use and readership continues to rise. On the downside, the ease of use means anyone can be a published author, which is why it is more important than ever to differentiate your content in a sea of blogs
There’s no denying that the face of marketing has changed dramatically over the past decade—even in the past year. More and more, marketing pros and students are acquiring abilities. In the meantime, however, there’s a skills gap that organization leaders struggle to bridge.
As 2016 comes to a close, it’s time to look ahead to “what’s hot” for the coming year. The most successful marketers plan ahead, anticipate marketplace changes and capitalize on trends before their competitors. Although it’s impossible to predict the future, it is imperative to plan for it. Here are five trends to watch and
In an ever-expanding sea of information available on the internet, how can you grab your target audiences’ attention quickly and effectively? One way to accomplish this is through the use of eye-catching and informative infographics.
The average visitor forms an opinion about your website in just 50 milliseconds (.05 seconds). In that time, they come to an instant conclusion about the credibility of your company and decide whether to stay or go. Your website serves as your virtual headquarters and should be impeccable, engaging and easy to use. If it
People are looking for information online. Blogging is an inexpensive and effective way to feed the need for credible information. But beyond providing quality content, savvy marketers know that blogging can enhance brand credibility, increase web traffic, boost engagement with your target audience, and convert leads into paying customers. But if no one knows your
It’s long been said that one marketing outreach or one touch point does not a campaign make. That’s a no-brainer. In the past, traditional marketing approaches such as direct mail and advertising represented the bulk of a company’s marketing budget. However, they were often carried out independent of one another. That was known as end-to-end marketing. Today, more companies recognize the need to integrate their outreach initiatives and take advantage of all the opportunities available.
For all the hoopla and buzz created by Facebook, Twitter, YouTube and other social media channels, one has to ask, “Do these outlets really generate business for B2B companies?” While it might be fun to read posts and watch videos, are these the channels that generate the greatest amount of business? Not according to researchers.
As the role of the marketer becomes more complex, organizations require a specialized skill set for those entering the marketplace. Unfortunately, a bachelor’s degree in marketing doesn’t mean that the graduate is prepared for real world. Think about it. If you were hiring a young (or not so young) graduate, what marketing curriculum coursework would
Regardless of your industry, business size, or the type of goods or services your company sells, a strong brand presence is essential for organizational success. At its core, brand awareness is important because it creates a meaningful connection and, therefore, a relationship between your customers and your company. Although it is sometimes difficult to draw
Case studies are a marketing staple. They show how your product or service has been successfully implemented by customers. Instead of simply talking about the business, a case study brings your business to life. Most importantly, case studies accomplish the single-most critical tenant of content marketing—they sell without selling. Savvy marketers agree. According to a
Thought-leadership marketing is rapidly emerging as a top priority for B2B organizations. In addition to positioning your company as a leader in its industry, thought-leadership marketing can attract new customers, media attention, business development opportunities and best-in-class talent. Thought-leadership marketing can take a variety of forms including bylined articles, white papers, case studies, books, newsletters, blogs and webinars. No matter which form
Every industry has its hot topics…the ones that drive business initiatives and form the foundation for business strategy. B2B marketing is no different. Here are six core themes that marketing teams are busy tackling in their quest to create a competitive differential. These themes also help them better support their business development teams and garner
Marketing challenges vary from industry to industry. Here are three of the most common concerns we hear and how to address them. Marketing Challenges Competition is on the rise. There’s no question about it. In a global economy, there are more companies providing similar products and services, often at a lower price than U.S. companies
Image credit: www.coxandforkum.com/archives/000478.html As marketing content producers, we see a lot of B2B blogs, some of which are done very well and some that could use some help. One of the most common mistakes we notice is misusing a blog as a press release. Historically, companies have used press releases to promote, announce and create
Businesses live and die by the numbers. Data helps marketers plan programs and campaigns, measure success and make strategic business decisions. Here are some essential statistics that every marketer needs to know: In a recent survey of marketers, nearly one-quarter of respondents say they dedicate more than half their budgets to content (Contently).The upward growth
Are you looking for a way to spice up your marketing? Try adding videos. Think about it. Which would you rather do? Spend 10-20 minutes reading a corporate brochure or 2-3 minutes watching an engaging video? The answer is clear. In fact, a Forbes Insights/Google survey discovered that if both text and video are available
Producing marketing content that connects with your target audience is a balancing act. You want to convince prospects that your company offers the best services or products. Yet, continually pushing overt sales pieces may disengage the audience. The right mix involves generating content that grabs their attention, provides relevant information and persuades them to contact you
What is marketing planning? Simply put, it is the thought process that results in creating a comprehensive outline, which details an organization’s efforts to grow the business. It involves a complete understanding of the environment in which the company operates and takes into consideration a realistic assessment of the company’s strengths, weaknesses, opportunities, opportunities and
