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Content Marketing News & Analysis

Inbound Marketer HubSpot Introduces New Content Optimization System, Signals

HubSpot - Signals, marketing automation, digital marketingFor inbound marketers, three of the most important tools are content, contacts and analytics. This week, inbound marketing provider HubSpot announced the next generation of its platform, with updates to all three.

Discussion Point: What Does 'Brands as Publishers' Really Mean?

brands as publishers, content marketing, customer experience

Brands working as publishers may be a necessary digital marketing component for many businesses, but try explaining that to the hard headed executives sitting at the boardroom table. Well, we've got the solution. CMSWire recently gathered a group of experts and asked them how they explain the concept of "brands as publishers" to their organization/clients? Their answers will certainly help you effectively reach those at your own business.

Content Marketing is the Alchemy of Intent

content marketing, customer experience, digital marketingAberdeen’s 2012 Marketing Lead Management: From the Top of the Funnel to the Top Line report noted that, on average, prospects receive 10 marketing touches through the course of a successful buyer’s journey (one that ends in “closed-won”). This means that the part of the mission that was once near-exclusive to Sales -- that of shaping the buyer’s vision -- is now shared with Marketing, which is assuming an increasing share of responsibility. Content marketing now plays a critical role in shaping buyers’ vision in the “hidden sales cycle;” it’s the alchemy of buyer intent by using education and entertainment to move buyers from latent need to requirements.

Weekend Reads: Social, the SharePoint Yammer Way + BPM for Multi-Channel Customer Experience

Social Business, Weekend ReadsWhat's that in the air? A bird? A plane? No, it's SharePointpalooza. Our month long focus on SharePoint's evolution continued this week with a few looks at the SharePoint Yammer conundrum and a question about how a changing user demographic could shape SharePoint's future. Our contributors also offered insights into how the customer voice is shaping marketing and told us that if you think mobile is all about usability, it's time to change your assumptions. Read on.

Today's Publishers: A Look at How Branded + User-Generated Content is Changing Marketing

Customer Experience, Content Marketing,Today's Publishers: A Look at How Branded + User-Generated Content is Changing Marketing It wasn't very long ago that publishers were responsible for the creation, curation and distribution of content. They held the keys to what was said about brands, products, trends and more.

Incorporating the Customer Voice in Content

Customer Experience, Content Marketing, Incorporating the Customer Voice in ContentDigital marketing is all about content -- any marketer will reiterate that content is still king. Your website, your SEO strategy, your PPC campaigns, your social media strategy, your customer lifecycle programs, your marketing automation strategy -- they all rely on content.

Content Marketing for B2B and B2C: More Alike than Unalike

Customer Experience,Content Marketing for B2B and B2C: More Alike than UnalikeThe words “motivate” and “emotion” share the same Latin root (mot, or move), and that’s an important thing to keep in mind when writing any piece of content. 

If Brands Are Publishers, Consumers Are Subscribers

Customer Experience, Content Marketing, If Brands are Publishers, Consumers are SubscribersIt’s inescapable these days -- every company must deal with the extraordinarily rapid developments of using content to facilitate better consumer engagement. Because if they don't, consumers are two clicks away from researching a better price and / or finding a competitive experience that’s more personal and relevant to their lives.

Weekend Reads: The Value of SharePoint On Premises + Providing Remarkable Content

Weekend Reads, Information Management, SharePoint On Premises, Be Remarkable or FailAnother busy work week, another all star weekend reads. This week we talked about the value of on premises vs. hosted SharePoint deployments, took a look at creating remarkable content experiences and explored the relationship between collaboration and productivity.

This Week: Surviving the Content Marketing Explosion + SharePoint Cloud vs. On Premises

Bracing for the Content Marketing Explosion
In the race to keep up with customer's demands for content, businesses that produce quality content will capture the audience. 

Collaboration + Process = Productivity?
As collaboration tools secure a place in the workforce, businesses are now incorporating them into critical processes. Will this combination of collaboration tools and processes shore up decreased productivity?

Microsoft's Push to the Cloud
Enterprises that move past the hype surrounding SharePoint in the cloud might find that on premises SharePoint offers benefits and value that hosted versions do not. 

The Total Cost of Owning a Web CMS
If you're evaluating Web CMS solutions, your need to consider the total cost of ownership: hosting, licensing, implementation, ongoing design, development support and other variables unique to your organization.
> Learn More in this White Paper

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It's Pinterest's Birthday: A Look Back at the Content Sharing Network

customer experience: pinterest birthday

Despite being launched in 2010, Pinterest wasn't made publicly available until August 2012. Today is the one year anniversary of its public launch and we take a look back at how the content sharing network has changed.

Content Marketing: 3 Tools for Unique Content Curation and Delivery

Content marketing isn't just about creating content. While many organizations will tell you that content creation is among their biggest marketing challenges, successful content marketing also depends on sharing and curating content. 

As Content Creators Cash in on YouTube, What are the Options for Analytics?

Customer Experience, video marketing, youtube analyticsLast November, my 13-year-old son asked me, “Dad, can we go to Vidcon?” That my teenage asked me to do anything with him elicited a “yes” even though I didn’t know anything about Vidcon. As the months went by, my son started a YouTube channel with friends. He also introduced me to the programming he was watching and I learned more about the folks creating the content. By the time we went to the show this past weekend, I was probably as excited as he to attend.

Content Marketing: B2B v. B2C [Infographic]

Everyone can benefit from an effective content marketing strategy, but unless your audience is everyone, you may want to tailor your strategy to meet your audience's needs. Not all companies are created equally -- some market to other companies, while other market exclusively to citizen consumers. Let's take a look at some of the ways B2Bs and B2Cs use content marketing. 

Put on Your Content Marketing Helmet - It's a Content Explosion

Customer Experience,Put on Your Content Marketing Helmet, It's a Content Explosion For many years it’s been said that publishing is every organization's second business, and that has never been truer than it is today, as the need for content to drive consumer transactions has moved from limited print advertising to the insatiable needs of the web-empowered consumer.

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