HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

Content Marketing News & Analysis

From Data Driven Marketing to Collaborative Marketing

2014-27-June-Push.jpgAlthough there are many chronological views of the history of marketing, there are really only three core conceptual views of marketing that have been dominant in our lifetimes: Push, Pull and Collaborative.

In the beginning, there was push marketing. Historically, almost all of us have been taught a push method of marketing. We provided a value proposition, pitch or sample in one of a limited set of channels for consumption.

Marketing was mainly differentiated by the creative quality or educational value of the marketing approach, but it was notoriously difficult to calculate the value of marketing efforts. In effect, it was a Mad Men shotgun approach: shoot a bunch of pellets vaguely in the direction of a target and hope that your creative efforts hit a target.

Feed the Marketing Automation Machine with Interactive Content

2014-26-June-Hungry-Gator.jpgMarketing automation is a powerful technology. But to extract the most value out of it, you need two things: 1. content that magnetically attracts your audience -- both initially and throughout your nurturing program -- and 2. data that reveals the specific interests and characteristics of each prospect.

Without that, marketing automation is a blender with nothing to blend.

Content Marketing Fuels Pipeline Growth

Marketing automation has changed business as we know it. In the last decade, it has elevated the role of the CMO, helping marketing to be more productive and measurable through email and nurturing programs, scoring and reporting. Your marketing team more effectively manages all of your company’s contacts so they turn into customers more efficiently.

But how do you more efficiently engage new buyers? Turns out marketing automation has improved marketing, but it’s not the end-all, be-all of marketing optimization. There’s still a massive group of potential buyers who are not addressed by marketing automation alone -- those who have no idea your company or product exists.

ChannelAdvisor Helps Drive E-Commerce

ChannelAdvisor claims it "empowers retailers to sell more." Founded in 2001, the company is a provider of cloud-based solutions deployed by retailers and manufacturers to integrate, manage and optimize their merchandise sales across various online channels. 

In early May, ChannelAdvisor delivered strong results for the first quarter, with revenue up nearly 30 percent — including core revenue growth of 32 percent, the fastest organic growth in seven years — and record bookings. But investors weren’t impressed: the stock fell as much as 25 percent over the three sessions following the report.

Organizations use the ChannelAdvisor platform to do everything from manage their product listings and check inventory availability to optimize price changes and select the best search terms across multiple comparison-shopping sites, e-commerce marketplaces and search engines.

The company supports roughly 150 shopping engines, 35 marketplaces worldwide and all of the major search engines.

According to CEO and cofounder Scot Wingo, customers usually come to ChannelAdvisor with an acute need to solve a specific pain point across their e-commerce businesses. They almost always want to automate and expand online, then optimize return on investment across the various channels. 

E-commerce is growing. Is ChannelAdvisor poised to capitalize on it?

Lessons From Military Intelligence For Content Marketers

2014-13-June-Military-Intelligence.jpgAs Father’s Day approaches, I’d like to tell you the story of how my father influenced my communication style. He was an Air Force officer from 1951-1978 -- when the Cold War was in full fever pitch. Cuban Missile Crisis, Vietnam, KGB -- Dad had a front row seat to the whole thing and yes, that means he was pretty steeped in the world of military intelligence.

Now, before the oxymoron digs start flying, let me tell you, these people have impressive communication skills. Which, to my eye, is evidence of impressive intelligence.

Here’s what my father’s communication style taught me. 

Ways to Win - and Lose Prospects - with Content Marketing

Don't try to trick your readers. Just produce solid, honest content that can be corroborated.

When you're producing content for your company's blog or website, these are the pillars for success, according to Kentico Software CEO Petr Palas.

"Content emanating from all parts of a business must be consistent and honest in order to maintain the delicate trust of customers, especially in the age of the Internet where everything can be fact checked at the click of a button," Palas told CMSWire. "This just goes to show that content marketing and transparent marketing go hand in hand."

Some of the findings in Kentico's new Content Marketing Survey, the latest installment of Kentico’s ongoing Digital Experience research series, speak to these points about content marketing.

Does Google's Panda Pounce Have Any Bite?

2014-10-June-panda.jpg

Just a few weeks ago, Google rolled out its latest Panda search-algorithm update -- otherwise known as the search update that could destroy your business.

Ever since, experts in the Search Engine Optimization (SEO) world have been struggling to understand the potential impact.

But it turns out that few analysts can quantify the effects of the Panda update. In reality, Panda 4.0 may just be another overhyped move by the powerful Google.

If E-Commerce is Your Engine, Content is the Driver

2014-9-June-driver-with-hands-on-wheel

Remember when e-commerce was all we talked about?

Ten years ago, it seemed as if every company in the world was trying to figure out its "e-commerce strategy”. Analysts were touting the newest 3D catalogs, where shoppers could twirl images around to check out sizes and colors from all angles.

And it seemed like every day there was a new startup offering e-commerce related solutions. Then, the talk turned to social and content, and the search for e-commerce optimization declined.

5 Types of Influencers B2B Marketers Need to Engage Now

2014-29-May-Horse-Race.jpgYou've seen the stats: 60 to 80 percent of the buying process is done before anyone wants to chat with your chomping-at-the-bit sales reps. To make matters worse, more people than ever are now involved in the process of buying complex products. So where does that leave you?

Most likely trying to craft a never-ending stream of content marketing to influence this very process. And that helps, for sure.

But let’s be honest. You need to do more than turn your brand into a publisher … especially as most publishers are having their own issues these days. With that in mind, there’s another approach to influencing the buying process while also supporting your could-be-better content marketing efforts.

Start engaging the influencers.

Buyers Want Technical, Accurate Content

The good news: 88 percent of business buyers believe that online content has played a major to moderate role in vendor selection. The bad news: Only 9 percent of buyers trust vendor websites. 

Pinterest Boosts Offerings for Marketing Tech Firms

Continuing its effort to turn its platform into a revenue generating service, Pinterest is enhancing its API platform to give marketing companies more insight. 

TechCrunch reported today that Pinterest is preparing to announce a new initiative that will allow businesses to gain a better understanding of Pinterest trends, along with the improved API platform. The new service is currently offered to a limited number of marketing technology firms, including Salesforce, HootSuite, Spredfast, Percolate, Piqora, Curalate and Tailwind.

The API is Pinterest's first effort to allow third parties to build over its services. The company will continue to offer its free analytics service.

By giving companies a more comprehensive understanding of Pinterest trends -- which images are most popular, which are driving the most traffic and which have been shared, or "repinned," the most -- Pinterest thinks companies could design more effective marketing campaigns and facilitate greater customer engagement.

Want Subscribers? Recognize Who Owns the Channel

2014-23-May-Social-Channels.jpgAccording to a recent study from EdgeRank Checker that analyzed 50,000 posts from 1,000 brand Facebook pages, Facebook’s organic reach has been on the steady decline over the past two years. Marketers should realize that this decline is not only natural, but unavoidable. While user growth -- the goal of every social network -- will increase the amount of social status updates, the total amount of time people have to view this content will not.

To remain successful, marketers have to understand the implications of social media data ownership and monetization. Brands have spent a lot of money building their "likes" so they could harness Facebook as a channel within an overall marketing efforts.

Marketers Beware: Google Rolls Out Panda 4.0 Update

customer experience, Marketers Beware: Google Rolls Out Panda 4.0 Update

Google's search results ranking algorithm got another update this week as Google released Panda 4.0, a Google employee announced on Twitter.

Marketers should take note, especially since more than 70 percent of searches online take place in Google.

Google's Matt Cutts broke the news last night on Twitter: 

Writing an Agile, Scalable Marketing Future

2014-12-May-Rewriting-Marketing.jpgIt should be pretty clear by now that the process of marketing and creating content for customer experiences has changed. From the broad disruption of digital, to the more specific challenges of developing mobile experiences, to social and the puzzle that is still personalization -- is it any wonder that more than 75 percent of marketers feel like marketing has changed more in the last two years than it has in the last 50?

Write Like a Journalist: Tips for Content Marketers

Write Like a Journalist: Tips for Content MarketersMarketing language is sometimes designed to "make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind.” George Orwell, the author of dystopian novel 1984, was talking about political speech when he wrote those words in 1946. Yet his words are just as apt when it comes to what can go wrong with content marketing: jargon or poorly crafted prose, cliches, ambiguity, empty phrases and other clutter.

That’s not necessary. As content marketing eclipses more traditional marketing and advertising copy, there’s something to be learned from writers and journalists. Delivering a story people want to read means spending time to create something they want to know about, and respecting readers by not peddling sensationalist or annoying pitches.

Yes, you are writing with a point-of-view. No, it’s not investigative journalism. But marketers will do well to read (and apply) much of the Society of Professional Journalists' Code of Ethics to build the kind of trust and attention they want associated with their brand. It’s not just about what’s right. It's what works.

Displaying 46-60 of 279 results

< Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Next >