In this eBook, you'll learn how Digital Marketing has changed drastically in recent years and how the academic field of Marketing, and we as marketers, need to adapt.
Visit http://salesbuddy.io for more articles, eBooks, and other great content on Digital Marketing and B2B Marketing.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
This document discusses content marketing strategies for franchise sales. It recommends segmenting target audiences and developing audience profiles. It outlines a three stage sales process: discovery, lead, and sales ready lead. It advises using different content like blogs, reports, and webinars at each stage to influence prospects. The key point is that compelling stories must be told to stand out from competitors and connect with audiences on an emotional level. Metrics like website traffic, lead capture, and prospect conversion should be tracked.
Epic Sales Enablement in a Content Marketing WorldShelly Lucas
The AMA says 90% of marketing-produced content doesn’t get used by sales. It’s a mighty hard statistic to swallow—and we definitely don’t think you should. Clearly, cranking out more material isn’t the answer. Stop feeding your content-producing machine for a minute. If you really want to increase sales library views, boost usage rates and accelerate sales, you need to change your approach.
Start by asking yourself a simple question: “Is my sales content actually sellable?”
In this exclusive white paper from Dun & Bradstreet, you’ll learn five key steps to selling sales teams on the content they actually need. More specifically, you’ll discover how to:
* Use data to make your content sales pitch shine
* Bring order to content chaos with sales enablement technologies
* Incorporate smart packaging to lift sales content usage rates
Read this white paper to get everything you need to start selling the sellers on your content today!
Content marketing has become an integral part of a destination's strategy to engage and inspire visitors. SMG's first in a series of white papers proposes some approaches to help DMOs improve their content marketing approach.
5 secrets of inbound marketing. secrets of inbound marketing, inbound marketing tips, Learn inbound marketing tips and strategies, Inbound marketing secrets from the best seo company, blogging, internet marketing,
The document provides guidance on developing an effective content marketing strategy for B2B companies. It recommends devoting a significant portion (28-37%) of the marketing budget to content marketing. It also advises analyzing competitors' content strategies to learn from their successes and mistakes. Key aspects to analyze include the topics, formats, frequency, and social integration of competitors' content. Conducting keyword research and focusing on long-tail keywords is also important for content that ranks well in search engines. Regular review and refinement of the content strategy is necessary to ensure relevance and engagement over time.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
The definitive-guide-to-lead-generationGoWebBola.com
Here are the key points from the chapter:
- A lead is a qualified prospect that is starting to exhibit buying behavior.
- To define a lead, sales and marketing need to agree on demographic and firmographic criteria like title, company size, industry, as well as BANT criteria like budget, authority, need, and timeline.
- Leads should be categorized as Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs) depending on their stage in the buying process.
- Sales and marketing should agree on when leads move from MQLs to SQLs and the process for notifying sales of new leads.
- Service level agreements can be implemented to ensure sales
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
This document discusses content marketing strategies for franchise sales. It recommends segmenting target audiences and developing audience profiles. It outlines a three stage sales process: discovery, lead, and sales ready lead. It advises using different content like blogs, reports, and webinars at each stage to influence prospects. The key point is that compelling stories must be told to stand out from competitors and connect with audiences on an emotional level. Metrics like website traffic, lead capture, and prospect conversion should be tracked.
Epic Sales Enablement in a Content Marketing WorldShelly Lucas
The AMA says 90% of marketing-produced content doesn’t get used by sales. It’s a mighty hard statistic to swallow—and we definitely don’t think you should. Clearly, cranking out more material isn’t the answer. Stop feeding your content-producing machine for a minute. If you really want to increase sales library views, boost usage rates and accelerate sales, you need to change your approach.
Start by asking yourself a simple question: “Is my sales content actually sellable?”
In this exclusive white paper from Dun & Bradstreet, you’ll learn five key steps to selling sales teams on the content they actually need. More specifically, you’ll discover how to:
* Use data to make your content sales pitch shine
* Bring order to content chaos with sales enablement technologies
* Incorporate smart packaging to lift sales content usage rates
Read this white paper to get everything you need to start selling the sellers on your content today!
Content marketing has become an integral part of a destination's strategy to engage and inspire visitors. SMG's first in a series of white papers proposes some approaches to help DMOs improve their content marketing approach.
5 secrets of inbound marketing. secrets of inbound marketing, inbound marketing tips, Learn inbound marketing tips and strategies, Inbound marketing secrets from the best seo company, blogging, internet marketing,
The document provides guidance on developing an effective content marketing strategy for B2B companies. It recommends devoting a significant portion (28-37%) of the marketing budget to content marketing. It also advises analyzing competitors' content strategies to learn from their successes and mistakes. Key aspects to analyze include the topics, formats, frequency, and social integration of competitors' content. Conducting keyword research and focusing on long-tail keywords is also important for content that ranks well in search engines. Regular review and refinement of the content strategy is necessary to ensure relevance and engagement over time.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
The definitive-guide-to-lead-generationGoWebBola.com
Here are the key points from the chapter:
- A lead is a qualified prospect that is starting to exhibit buying behavior.
- To define a lead, sales and marketing need to agree on demographic and firmographic criteria like title, company size, industry, as well as BANT criteria like budget, authority, need, and timeline.
- Leads should be categorized as Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs) depending on their stage in the buying process.
- Sales and marketing should agree on when leads move from MQLs to SQLs and the process for notifying sales of new leads.
- Service level agreements can be implemented to ensure sales
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
30 Lead Generation Tips and Tricks for FranchisorsDustin DeTorres
Generating leads for your franchise can be frustrating, cumbersome and expensive. Days of relying on franchise brokers and cold calling are dead. You now need to create a magnetic site that actually brings potential franchisees to you, capture their info and nurture to them over time. I created this eBook to give you 30 ways you can start attracting new leads to your franchise today. Enjoy!
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
The Savvy EB-5 Partners Guide to Content MarketingTayib Media
This document discusses how law firms can use content marketing to generate EB-5 investor leads. It defines content marketing as converting thought leadership into published and shared materials. It notes that content marketing complements traditional marketing. The document provides tips on tying content to SEO, using content to generate leads, developing goals for content, and integrating content into the sales cycle. It also provides ideas for partners reluctant to market to play a role in content creation through their expertise. The goal of the document is to help firms use content marketing strategies to attract more foreign investors.
8 Steps to Get Sales & Marketing Cranking in UnionHeuvel Marketing
This document provides 8 steps for better aligning sales and marketing efforts. It begins by noting that B2B buyers now conduct extensive independent research online and through peers before engaging with sales. This has changed expectations for sales interactions. It argues that to be successful, sales and marketing must work together to engage prospects throughout the entire buying process rather than just the sales cycle. The first step discussed is to clearly define the ideal customer through buyer personas in order to focus efforts on the most promising leads.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
This document provides a guide for CMOs on inbound marketing. It defines inbound marketing as helping potential customers find a company through relevant content before they are looking to purchase. Inbound marketing focuses on building brand awareness and preference through search engine optimization and social media rather than interrupting potential customers. The document discusses how content marketing, marketing automation, and staffing are important components for a successful inbound marketing strategy but cannot replace it on their own. Inbound marketing works best when combined with other lead generation tactics.
The document discusses an Inbound Sales Methodology that aligns marketing and sales to support the way buyers prefer to purchase. It begins with marketing to establish expertise and share knowledge publicly. Sales then qualifies progressively by reading digital cues and engaging contextually before collectively making decisions to move discussions to agreements. Deals are then closed, continued, and handed back to marketing to nurture the next sale. The methodology is designed for sales and marketing to follow the buyer's journey of self-educating before contact.
How To Use Knowledge Marketing To Create B2B CustomersBrainrider
The document discusses how knowledge marketing can be used to create business-to-business (B2B) customers. It argues that buyers now expect more value and information than traditional marketing provides. Knowledge marketing involves sharing expertise and insights to engage prospects and answer questions before they are asked. The document provides tips for knowledge marketing, including mapping what prospects want to know, extracting relevant knowledge from the company, focusing and aligning knowledge to prospect needs, and sharing knowledge assets through websites, content marketing and other channels. The goal is to turn websites into "knowledge nodes" that attract and engage prospects through useful information.
How To Use Knowledge Marketing To Create B2 B CustomersScott Armstrong
The document discusses how knowledge marketing can be used to create business-to-business (B2B) customers. It argues that buyers now do more research online before purchasing and expect companies to provide valuable information. The document recommends that companies map what their prospects want to know, extract relevant knowledge from their own experience, and share this knowledge through their website and other channels to attract prospects and increase engagement. By turning their website into a "knowledge node" filled with useful resources, companies can generate more leads and sales under this approach of knowledge marketing.
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsJoshua Loomis
This document provides an overview of marketing strategies to generate leads through "Nets" or wide-reaching marketing efforts. It discusses the pros and cons of marketing leads, and introduces the concepts of inbound marketing and growth hacking. Common marketing fails are outlined, including "post and pray" tactics, being too corporate or boring in content, unrealistic lead expectations, and relying on a single marketing strategy. The document emphasizes focusing marketing efforts through proper management, targeting the right market, using relevant messages, and testing various methods. It stresses measuring the key metric of qualified lead velocity rate to predict future growth. Hiring demand generation specialists rather than corporate marketers is also recommended for growth-focused companies.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
The outbound sales handbook how to inject your sales machine with rocket fuelUberConnectForce, Inc.
The document provides guidance on effective outbound sales strategies. It recommends having a targeted audience, speedy contact, personalized messaging, rigorous timing, and multi-channel execution. Content like white papers, blogs and ebooks can be used at different stages but should always add value. Personalized emails and an 8-touch cadence are important. Building brand authority through content is key for small companies. Outsourcing sales development is recommended over building an in-house team due to lower costs and higher productivity.
The document provides survival tips for B2B marketers managing key tools in their toolkit, including content, lead nurturing, email, social media, and sales enablement. It discusses using content to fuel marketing campaigns and identifying the target audience. It emphasizes that lead nurturing increases quality by choosing the right campaigns for prospects. It also notes that email is powerful for building relationships and social media connects brands with buyers. The tips aim to help marketers effectively manage these important tools.
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
learning what do and do not in marketingAmit Pandey
The key factors that help digital marketing campaigns run successfully are ideas that incorporate an understanding of the product features, audience context and trends, and available technologies. Additionally, effective content distribution is important.
Competition in digital marketing is intense as audiences have more choices and funding is more difficult to obtain. Marketers must focus on convenience, accessibility, and influencer appeal over just discounts.
Digital marketers struggle to balance learning new skills and keeping up with trends while also focusing on execution. It is important to do research and reading on an ongoing basis, even if just briefly, and apply learnings from that research during campaign planning.
Roles that have gained more attention from brands include those that blend creativity with marketing skills
Content based conversation sales for life articleYogesh Bhat
This document provides guidance on how sales, marketing, and enablement teams can work together to increase sales conversations through content. It discusses how the buying journey is now non-linear, with customers researching online before engaging with sales. It emphasizes that content must add value and insight for customers. The roles of each team are also outlined, with marketing responsible for top-of-funnel content, sales customizing this for individual outreach, and enablement supporting bottom-of-funnel needs. Overall, the document stresses the importance of collaboration between these functions to create and share the right content at the right time with customers.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Kianna Watler's portfolio includes work samples from her internship at LogMeIn where she wrote blog posts about password management and tips for using LastPass. It also includes samples from her internship at Paul Miller Ford where she created a press release and social media campaign for a toy drive partnership between Paul Miller Ford and the Lexington Fraternal Order of Firefighters. The portfolio provides an overview of her education and experience in marketing and public relations and demonstrates her skills in writing, content creation, and event planning.
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
30 Lead Generation Tips and Tricks for FranchisorsDustin DeTorres
Generating leads for your franchise can be frustrating, cumbersome and expensive. Days of relying on franchise brokers and cold calling are dead. You now need to create a magnetic site that actually brings potential franchisees to you, capture their info and nurture to them over time. I created this eBook to give you 30 ways you can start attracting new leads to your franchise today. Enjoy!
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
The Savvy EB-5 Partners Guide to Content MarketingTayib Media
This document discusses how law firms can use content marketing to generate EB-5 investor leads. It defines content marketing as converting thought leadership into published and shared materials. It notes that content marketing complements traditional marketing. The document provides tips on tying content to SEO, using content to generate leads, developing goals for content, and integrating content into the sales cycle. It also provides ideas for partners reluctant to market to play a role in content creation through their expertise. The goal of the document is to help firms use content marketing strategies to attract more foreign investors.
8 Steps to Get Sales & Marketing Cranking in UnionHeuvel Marketing
This document provides 8 steps for better aligning sales and marketing efforts. It begins by noting that B2B buyers now conduct extensive independent research online and through peers before engaging with sales. This has changed expectations for sales interactions. It argues that to be successful, sales and marketing must work together to engage prospects throughout the entire buying process rather than just the sales cycle. The first step discussed is to clearly define the ideal customer through buyer personas in order to focus efforts on the most promising leads.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
This document provides a guide for CMOs on inbound marketing. It defines inbound marketing as helping potential customers find a company through relevant content before they are looking to purchase. Inbound marketing focuses on building brand awareness and preference through search engine optimization and social media rather than interrupting potential customers. The document discusses how content marketing, marketing automation, and staffing are important components for a successful inbound marketing strategy but cannot replace it on their own. Inbound marketing works best when combined with other lead generation tactics.
The document discusses an Inbound Sales Methodology that aligns marketing and sales to support the way buyers prefer to purchase. It begins with marketing to establish expertise and share knowledge publicly. Sales then qualifies progressively by reading digital cues and engaging contextually before collectively making decisions to move discussions to agreements. Deals are then closed, continued, and handed back to marketing to nurture the next sale. The methodology is designed for sales and marketing to follow the buyer's journey of self-educating before contact.
How To Use Knowledge Marketing To Create B2B CustomersBrainrider
The document discusses how knowledge marketing can be used to create business-to-business (B2B) customers. It argues that buyers now expect more value and information than traditional marketing provides. Knowledge marketing involves sharing expertise and insights to engage prospects and answer questions before they are asked. The document provides tips for knowledge marketing, including mapping what prospects want to know, extracting relevant knowledge from the company, focusing and aligning knowledge to prospect needs, and sharing knowledge assets through websites, content marketing and other channels. The goal is to turn websites into "knowledge nodes" that attract and engage prospects through useful information.
How To Use Knowledge Marketing To Create B2 B CustomersScott Armstrong
The document discusses how knowledge marketing can be used to create business-to-business (B2B) customers. It argues that buyers now do more research online before purchasing and expect companies to provide valuable information. The document recommends that companies map what their prospects want to know, extract relevant knowledge from their own experience, and share this knowledge through their website and other channels to attract prospects and increase engagement. By turning their website into a "knowledge node" filled with useful resources, companies can generate more leads and sales under this approach of knowledge marketing.
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsJoshua Loomis
This document provides an overview of marketing strategies to generate leads through "Nets" or wide-reaching marketing efforts. It discusses the pros and cons of marketing leads, and introduces the concepts of inbound marketing and growth hacking. Common marketing fails are outlined, including "post and pray" tactics, being too corporate or boring in content, unrealistic lead expectations, and relying on a single marketing strategy. The document emphasizes focusing marketing efforts through proper management, targeting the right market, using relevant messages, and testing various methods. It stresses measuring the key metric of qualified lead velocity rate to predict future growth. Hiring demand generation specialists rather than corporate marketers is also recommended for growth-focused companies.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
The outbound sales handbook how to inject your sales machine with rocket fuelUberConnectForce, Inc.
The document provides guidance on effective outbound sales strategies. It recommends having a targeted audience, speedy contact, personalized messaging, rigorous timing, and multi-channel execution. Content like white papers, blogs and ebooks can be used at different stages but should always add value. Personalized emails and an 8-touch cadence are important. Building brand authority through content is key for small companies. Outsourcing sales development is recommended over building an in-house team due to lower costs and higher productivity.
The document provides survival tips for B2B marketers managing key tools in their toolkit, including content, lead nurturing, email, social media, and sales enablement. It discusses using content to fuel marketing campaigns and identifying the target audience. It emphasizes that lead nurturing increases quality by choosing the right campaigns for prospects. It also notes that email is powerful for building relationships and social media connects brands with buyers. The tips aim to help marketers effectively manage these important tools.
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
learning what do and do not in marketingAmit Pandey
The key factors that help digital marketing campaigns run successfully are ideas that incorporate an understanding of the product features, audience context and trends, and available technologies. Additionally, effective content distribution is important.
Competition in digital marketing is intense as audiences have more choices and funding is more difficult to obtain. Marketers must focus on convenience, accessibility, and influencer appeal over just discounts.
Digital marketers struggle to balance learning new skills and keeping up with trends while also focusing on execution. It is important to do research and reading on an ongoing basis, even if just briefly, and apply learnings from that research during campaign planning.
Roles that have gained more attention from brands include those that blend creativity with marketing skills
Content based conversation sales for life articleYogesh Bhat
This document provides guidance on how sales, marketing, and enablement teams can work together to increase sales conversations through content. It discusses how the buying journey is now non-linear, with customers researching online before engaging with sales. It emphasizes that content must add value and insight for customers. The roles of each team are also outlined, with marketing responsible for top-of-funnel content, sales customizing this for individual outreach, and enablement supporting bottom-of-funnel needs. Overall, the document stresses the importance of collaboration between these functions to create and share the right content at the right time with customers.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Kianna Watler's portfolio includes work samples from her internship at LogMeIn where she wrote blog posts about password management and tips for using LastPass. It also includes samples from her internship at Paul Miller Ford where she created a press release and social media campaign for a toy drive partnership between Paul Miller Ford and the Lexington Fraternal Order of Firefighters. The portfolio provides an overview of her education and experience in marketing and public relations and demonstrates her skills in writing, content creation, and event planning.
A successful cyberattack can severely damage a business by crippling operations, stealing valuable data, and devaluing a brand, which can potentially cause business failure. When the pandemic hit, most field marketers had to quickly develop new digital strategies to support remote sales. Experts agree that field marketing will play an even bigger role in the buyer's journey and require raising their digital capabilities. This guide explores how field marketing has changed and what strategies experts recommend for the future, noting that while live events will return, digital strategies will remain core.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
This document provides guidance on effective B2B content marketing. It discusses setting clear goals and metrics, understanding the audience through buyer personas, distributing content through blockbuster pieces and customer journeys, and optimizing through testing. Visuals, short engaging copy, mobile optimization, and leveraging employees are some best practices. The key is to test content to find the most effective approaches and continuously refresh successful creative elements. Overall it emphasizes the importance of understanding the audience, distributing high-quality content, and optimizing through testing to improve performance.
Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
How content bridges the divide between sales and marketing by creating a unif...Varun Mittal
At LinkedIn, sales and marketing alignment is an important topic for us and for our customers. We
believe achieving alignment is crucial for sales and marketing to reach their full potential. Previous
global research from LinkedIn shows that 60% of respondents believed that misalignment between
sales and marketing could damage financial performance. From both the sales side and the marketing
side, there’s broad agreement that sales and marketing alignment can boost pipeline, improve
customer experience, and increase customer retention.
Your customers are smarter, more capable, and better- informed than ever before. This new breed of consumer demands a better breed of marketing, and the Pardot platform has the capabilities to get you there.
Market intelligence for decision makers - ideas on how to make corporate deci...Frederic De Meyer
This document debunks common myths about market intelligence and provides guidance on building market insights to support strategic decision making with minimal effort and cost. It discusses seven common myths about market intelligence, explaining that while 100% accuracy may not be possible, relatively accurate insights can be obtained at low cost by tapping internal data sources and freely available external sources. The document provides examples of how to build market intelligence in specific areas like understanding the business environment, assessing competitors, and innovating based on trends. It concludes by offering ideas for setting up a basic market intelligence practice within a company.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Modern marketing - what's changed and what can we do about it? This guide looks at the most effective B2B marketing strategies in today's business climate.
A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects.
How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell.
A quick guide on improving your sales and marketing pipeline.
Success with Content Marketing Campaigns: 9 Rules for effective sales follow upIncisive Media
Incisive Media have been delivering content marketing leads for technology vendors for over 13 years.
During that time we have noticed a puzzling difference between our vendor clients: some made a solid and immediate return on investment, their content generating a steady stream of interest from IT buyers and decision makers, with a sizable proportion of interested parties going on to purchase; others struggled, their sales follow up failing to get traction with the leads.
This paper is a summary of what we found by digging deep into the differences in our clients’ approach, and represents our understanding of what sets the successful apart from the unsuccessful.
Ähnlich wie The Beginner's Guide to Digital Marketing (in 2019) by Sales Buddy (20)
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
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Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
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- Use partnerships and licensing to create new content assets
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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The Beginner's Guide to Digital Marketing (in 2019) by Sales Buddy
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The
Beginner's
Guide to
Digital
Marketing
(in 2019)
PRESENTS
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Table of Contents
1. Cover Page
2. Tableof Contents
3. Introduction
4. About TheAuthor
5. It's Timeto Add a 5th 'P' to the4Ps of
Marketing. (Participation)
6. Publishing Great, FlexibleContent Produces
MoreCustomers
7. 5Tips for MoreEffectiveContent Marketing
8. TheFutureof Digital Marketing, Data, and
Social Media In uencers
9. Talkwith Us
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Introduction
Thanks for downloading our eBook.
We hope that you enjoying reading this guide
as much as we enjoyed writing it.
In this eBook, you'll learn how Digital
Marketing has changed drastically in recent
years and how theacademic eld of Marketing
needs to adapt. Reading dusty old textbooks
about this ever-evolving scienceis no longer
suf cient. As the Internet continues to grow,
weneed to do thesameas marketers.
Whether you'rea recent graduatefrom
business school or a traditional marketer with
decades of experience, this guidewill provide
you with someuseful tips on how to succeed
in a digital landscape.
Corey Singleton
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About The Author
Hi, I'm Corey
Corey grew up in a franchising family. He has been a franchisor
and franchisee, as well as an advisor to franchising executives and
other types of growing companies. Our team of experts have
managed everything from revenue generation to accounting and
creating a productive business culture at scale for a variety of
business concepts.
Corey Singleton, the entrepreneur and investor, spent years
working with marketing agencies. When Corey asked “What’ll be
my ROI?” he often received blank stares. Corey knew if he bought
a set of tires, they’d come with a warranty. Even a $15 steak in a
restaurant could be sent back if it wasn’t good.
This longtime owner and student of marketing decided to create a
marketing services firm offering business leaders that qualify an
opportunity to pay for marketing completely from sales results.
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It’s Time to Add a
5th ‘P’ to the 4 Ps of
Marketing.
(Participation)
CHAPTER ONE
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It’s Time to Add a 5th ‘P’ to the 4 Ps of
Marketing. (Participation)
The 4 Ps of Marketing need an update for the Digital Age—
participation is now more relevant than ever.
Ahh, “the4Ps of Marketing”. Nothing quitetakes mebackto my undergraduatestudies
likethat sweet, comforting phrase. Looking back, it seems somewhat naiveto have
thought that everything I would need to know about marketing could besummed up in
just 4Ps, as if it wereas easy as A-B-C.
I honestly don’t remember much from themarketing classes that I tookin college. All that
remains in my memory arehazy recollections of late-night study sessions, dry 2-hour long
lectures, and that warm sensation your body gets as you’restarting to fall asleep.
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It was rareto nd a professor that was engaging and encouraged students to participatein
theconversation. This unfortunatescenario madeit even easier to dozeoff. Thecourse
material and classes wereboring, overly conceptual, and didn’t really teach memuch
about how marketing was being conducted in today’s world.
However, thanks to thepower of strong coffeeand energy drinks, I eventually madeit
through and got to whereI am today—a hopeless caffeineaddict.
During my studies, I always thought it was strangeto learn about such a cutting-edge eld
by reading the8th edition of a bookoriginally written in 2001. To put things in context:
our textbookwas written in thepre-TSA era, when you didn’t haveto wait for hours in line
at theairport security and feel likea criminal for wanting to board a ight to JFK, LAX, or
O’Hare.
Sure, I memorized lots of great abbreviations likeSEO, SEM, CRM, PPC, and thelikes, but
wenever got in-depth with thesetopics as a class. However, if there’s onething that was
ingrained in my mind during my studies, it’s the4Ps of Marketing.
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OK, class. Let’s review:
#1: Product – You want to makemoney? Join thehuman race. Now, go createsomething
peoplewill pay for. For this example, I’m going to sell artisanal lemonade.
#2: Place– Wheream I going to sell this delicious, organic, artisanal lemonadethat’s been
handcrafted and fresh squeezed from select, locally-sourced lemons from theItalian
countrysideof Sorrento? Somewherewith lots of trendy, upscalerestaurants and pricey
cafés, most likely.
#3: Price – $10a glass, I guess? That sounds about right to me.
#4: Promotion – How do I brand myself, what kind of buyer persona am I targeting, and
what methods of promotion will I use? I’m going to target young, af uent inhabitants of
Portland who enjoy quality beverages and ascribeto an upper-class lifestyle. I’ll makemy
lemonadeappear unique, exclusive, and unattainableto themasses. MaybeI could
have somekind of invite-only, taste testing events and useword-of-mouth to start a buzz
about my product around thecity.
Now that we’vereviewed theoriginal 4Ps of Marketing, I’d liketo introduceyou to the5th
‘P’ that you may not havelearned in class (or don’t remember). It’s called Participation.
#5: Participation – Here’s wherewearrivein uncharted territory. You’renot going to nd
any dusty, old textbooks teaching you about Participation, but it’s absolutely vital to your
marketing campaign’s success. Studies actually show that as peopleget moreinvolved in
an activity and commit to onesmall decision, it’s harder to turn back.
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If a small group of peoplewereto show up to the tastetesting event for my artisanal
lemonade, I would beableto easily convert them into potential customers by inviting
them to taste different avors, pickup thebottle, listen to our uniqueprocess of brewing
thelemonadeand theorigin of our ingredients, etc.
In educational theory, learners areoften split up into groups, such as auditory, visual, or
kinestheticlearners. Whilewemay process information moreeasily through certain
media than others, I am a rm believer that everyoneis an experiential learner—welearn
by doing. Takemy days in college, for example. I learned morein theclasses in which my
professors sparked conversations and encouraged participation than in theones that
didn’t.
Let’s go backto thecontext of marketing. Themoreinvolved your target market, themore
likely they areto remember your product and makea futurepurchase. Even as a marketer, I
can bea sucker for this typeof strategy. When I go to thegrocery store, therearealways
sales reps handing out samples for new food products. Even if I’m not interested initially, I
end up thinking twiceabout making a purchase onceI tastethosedelicious, new potato
chips, or whatever product it may be.
Using passivemarketing (e.g. placing ads on a website) just aren’t enough to get peopleto
buy any more. You haveto get their attention, createa call to action, and encouragethem
to participate. Oncethey’vetaken thebait, it’s just a matter of setting thehookand reeling
them in.
Practically speaking, how do you encouragepeopleto participateand how do you
separateyourself from thehordeof popup ads and CTA’s out there? You haveto leverage
your humanity. What do I mean by this? In a world in which everything has gonedigital, we
still cravegenuinerelationships and interaction with oneanother. Adding a personal
touch to your marketing material and seeking to establish a connection with your target
market is essential to standing out among theautomated marketing and social media
campaigns. This strategy is called H2H (Human-to-human)marketing.
Tell your target market a littlebit about yourself, invitethem to start a conversation with
you or participate, and show them that you care. Oneof themost effectiveways of
showing someoneyou careis setting apart your valuabletimefor them.
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Publishing Great,
Flexible Content
Produces More
Customers
CHAPTER TWO
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Publishing Great, Flexible Content Produces
More Customers
How to Convert Even the Most Difficult Customers
For just oneminute, stop and try to thinkof a pieceof magneticcontent that would
convert even themost dif cult customers.
Chances are, you probably couldn’t. Not even Warren Buffett would know exactly what to
publish if heweren’t so exiblein thecontent heproduced.
Companies that areactively publishing — whether on blogs, social media networks, or
other platforms — not only havehuge exibility in their offered content, but also havean
incredibleadvantageto attract thecustomers that they otherwisewouldn’t know about.
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Why? Thereasons arecountless—but perhaps themost important oneis dueto the
scenarios that can’t beplanned for. Thedesign and structureof content never been under
themicroscopelikeit is today. And quitefrankly, it hasn’t comea moment too soon.
Technology Is Now Sexy.
Theway a potential client views the“cool factor” is oneof themost important things in
today’s market. Now, even formerly geeky things likeproducts, ideas, systems, and
softwarehavebecomesexy. Therefore, thecontent that talks about thesetrending topics
should besexy as well.
Theblueprint of your content-producing machineessentially acts as a conduit for
customer feedbackand suggestions. In other words, themoreyou learn from your
customers, themoreof a leader you will be(and appear to be)when new and/or potential
customers read your content.
Innovation, magneticcontent, and guaranteed ROI is something that everyonewants—
and can truly have—if they would just makea decision about which educated and expert
advicethey should follow.
Simply Answering Questions to Search Queries Is Dead
Thinkbackover thepast few decades—when Googlestill used their clunky logo and Jeff
Bezos was still working out of a caravan.
Well, backin theinternet’s equivalent of thestoneage, peopleused to go to a search bar
and typein a question, and 9times out of 10, they got a pretty decent answer.
Takeprimitivesearch engines likeAskJeeves, for publishers rst started with questions
that inevitably needed answering without any feedbackfrom consumers whatsoever.
Then, they wroteanswers and customers wereobtained through that authored content.
But things havechanged for thebetter. Thenew proverbial pearl amongst swineis pre-
publication user research.
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Implementing user research helps you avoid thepitfalls of publishing pointless content—
which potential or activecustomers haveabsolutely no interest in. User research
eliminates theserisks and opens thedoors and windows of themansion you’rebuilding. It
also brings in countless possibilities and eradicates wasted spaceon your websitewhich
would otherwiselead to lower pagerankings.
“Peoplearereally fascinating and interesting … and weird! It’s really hard to guess their
behaviors accurately.” — Peter Koechley, Upworthy
You Have Something Better Than A Crystal Ball
Not even thegreatest businesspeoplecan guess exactly what their clients or potential
clients want to read in advance.
Thebig, bad boys of theadvertising business thinkthat they know what readers want —
but that couldn’t befurther from thetruth. If they could, then why arethey currently
suffering record lows in new accounts?
This is becausebusinesses havea ne-tuned strategy with gravitas that gets them further
in oneweekwith a customer than thosefat cats could hopefor in a year. Not only do they
conduct thequalitativeuser research data and understand thecomplex natureof the
consumer, but they also incorporatenuanced datasets to know what works — and they y
with their customers as a result of this extra effort.
Ad Agencies: Beheaded Queens of the Internet Stone Age
In theinternet stoneage, peopleentered queries in their search bars and inevitably hit
pages lled with hyperlinks wherethey weregiven cursory instructions on thetopicthey
weresearching for. Now, welivein theageof theInternet of Things (IoT). Our smart cars,
virtual assistants, and futuristicwatches demand better sources that areperpetually
updated in real timewith solid, reliableinformation.
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Predicting what kind of information peoplewill requirein thefutureis not impossible. If
you understand data trends, pay attention to thezeitgeist of theinternet, and
comprehend its limitless possibilities, you will ultimately succeed. And if you don’t, that’s
becauseyou tooksomepoor advice.
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5 Tips for More
Effective Content
Marketing
CHAPTER THREE
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5 Tips for More Effective Content Marketing
Content Marketing is more relevant than ever.
With over 3.5billion searches per day passing through Google, SEO(Search Engine
Optimization)is an increasingly important part of today’s marketing strategies.
Sure, I could havegiven an honorablemention to other search engines likeBing or Yahoo.
But Googleand its subsidiaries make up 90.5% of all search traf c, making it the
unanimous king of search engines.
In addition to adding HTML tags and meta descriptions, measuring keyword density, and
making other tweaks to keep Googlebot happy, posting plenty of high-quality content is
thekey to making your websiterankhigher in Google’s SERP (Search EngineResults Page).
For this reason, effectiveContent Marketing is extremely important for your success in
thedigital marketplace. Great content not only drives traf cto your websitebut
also gives you theopportunity to engagewith visitors.
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Content Marketing doesn’t just involveranking high in SERPs on but also reaching
maximum exposureon social media networks, blogs, and whichever platform you can nd
to publish your content.
So, how do you makeyour content marketing efforts moreeffective?
5 Tips for More Effective Content Marketing:
1. Content Length
You may haveheard theinfamous quote, “themodern human has a shorter attention span
than a gold sh.” Whilethis may seem hard to believe, it has actually been proven
scienti cally.
According to researchers, theaveragehuman attention span has dropped to 8seconds,
making it lower than theaveragegold sh’s attention span of 9seconds.
Oneof themain causes for our short attention spans is our constant exposureto media
and our non-stop useof mobiledevices. Undoubtedly, this number is getting shorter by
theday as peoplearebecoming overwhelmed by moreand morecontent
and advertisements.
Unfortunately, Googledoesn’t strugglewith ADD likeyou and I (and gold sh)do. On the
contrary, Googleevaluates longer content as higher quality than shorter content, meaning
that you haveto walkthetightropeof writing for humans and search engines.
Therefore, make your content easily skimmablewith a quicksummary at theend in order
to keep your content lengthy, yet easily consumableby readers.
2. Posting Frequency
Both an art and a science, posting frequency is oneof thekey aspects of a successful
content marketing campaign. Post too often and you’ll beignored or get marked as spam.
Post too littleand you won’t makean impact.
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Thereis no magicnumber for thefrequency of your posts. Instead, that will depend on
both theplatform and themedium (blogs, videos, posts, etc.). In addition to choosing the
right posting frequency, nding a good posting scheduletakes research and trial and error.
3. Posting Schedule
For your content to makethemaximum impact on your target market, you’ll need to
research peakusagetimes for various platforms and scheduleaccordingly. Depending on
theaudience, peaktimes can vary widely throughout theday.
For example, Instagram users tend to beactivelater at night than LinkedIn users who are
moreactiveduring theearly morning, lunchtime, and right after work.
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This is becausetheyounger audienceof Instagram is activeafter school hours and the
middle-aged, working audienceof LinkedIn is browsing their feed beforeand after workor
at lunch.
This great articledetails theoptimal posting times for various social networks.
4. Post Unique Content
Googledoesn’t promotecontent that is a merecarbon copy of what everyoneelseis
saying; you haveto say something uniqueand providea fresh perspective. However,
saying something that seems completely disconnected from what themajority is saying
will makeyour content appear irrelevant.
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Thetricky part is nding thebalancebetween thetwo and making your content relevant,
yet distinct. With SEO, this is doneby using a good mixtureof both positiveand negative
keywords. A positivekeyword is what helps your content match thesearch query. Usetoo
many positivekeywords, however, and your content will bemarked as a copy/pasteof
other content on theweb.
This is wherenegativekeywords comein. Combining positivekeywords with keywords
that no oneelseis using into your content shows search engines that you arecreating a
synthesis of ideas. In reality, thereareno new ideas—just new combinations of existing
ones.
After you’vepassed thesearch enginetest, you’ll haveto say something that adds value
and maintains thereader’s interest. Many content marketing campaigns fail becausethey
aretoo focused on pleasing Googleand not their audience.
5. A/B Testing and Automation
Automate your posting and use A/B Testing to gaugetheeffectiveness of your content.
Certain content marketing programs useA/B Testing and gather information from
interactions to makebetter decisions. The program then adds theinformation into
algorithms that learn to weed out theweakcontent.
This takes theguessworkout of A/B Testing and lets natural selection takeits course.
Conclusion
By using these5tips, you’ll have an edgeover thecompetition and stand out amongst the
crowd of content creators out there. Search engines likeGoogleand social networks like
Facebookand Twitter show no signs of slowing down anytimesoon, meaning that we’ll
haveto play by their rules for theforeseeablefuture.
Thegood news is that onceyou’vefound a winning formula and a good sourceof leads,
you can expect to stay at thetop along with theindustry giants.
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The Future of Digital
Marketing, Data, and
Social Media
Influencers
CHAPTER FOUR
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The Future of Digital Marketing, Data, and
Social Media Influencers
Data: It Simply Exists
Anyonewho claims to bethenext Nostradamus of digital marketing is likely to provide
someentertainment value, but shouldn’t betaken too seriously. Thetruth is that the
futureof digital marketing is far from certain. Regardless, making predictions is the
averagedigital marketer’s 50/50swing at sounding likea genius—should their guess come
true.
Data, on theother hand, tells us a much different story. In theInformation Age, welivein a
world of endless data, and it’s never been easier for us to get our hands on it. However,
data doesn’t draw any conclusions. Data is both apolitical and unbiased. It simply exists.
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So, whilewemight not beableto predict thefuture, wecan go to thedata to seewhat lies
plainly beforeus. What’s thefutureof digital marketing? Despitewhat somedigital
marketers may tell us, let’s closeour eyes and listen to what thedata says.
The Rise of the Micro-In uencer
Likethe nal few minutes of an episodeof Scooby-Doo, consumers areunmasking their
favoritein uencers one-by-oneand discovering who they really are—product pushers.
Certainly, largein uencers on multipleplatforms will continueto havea major in uence
in 2019, but thereis a certain level of betrayal felt by consumers after popular social
media in uencers began to plug products in overdrivein recent years.
What was oncea trusting relationship between a consumer and an in uencer has now
becomemerely another form of overt advertisement. Product marketing specialist
Cornelia Klimekrecently said in a post at Hit Search Unlimited, “I predict thein uencer
market will seea downturn thanks to a perceived lackof authenticity on behalf of the
marketer. It worked well initially becausecustomers felt their best friends weretelling
them theproduct was awesome. Peopledon’t want recommendations that areblatant
ads.”
This is wherethemicro-in uencer steps in. By using theterm “micro”, weare
differentiating product pushers from authenticleaders of thought and lifestylewho have
a small, yet extremely engaged audience. With just 10,000or followers, most micro-
in uencers haveyet to succumb to thetemptation to plug every hair care, tire, and
supplement product on theinternet.
Micro-in uencers can besourced from all over theworld and thereareplenty of them. It’s
a logical step to ght past consumer skepticism of thosewho sold their blogging soul to
thehighest bidder to reach out to thosestill deemed credible. So, will themicro-in uencer
takeover in 2019? It’s certainly a trend to watch.
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“Alexa, Explain Digital Marketing to Me.”
Voicerecognition softwareis getting better and better by theday. It’s been predicted that
by 2020nearly 50% of all searches will takeplacevia voice. That data is showing that this
trend is going oneway and oneway only — upwards. With voice-activated products such
as Siri, GoogleHome, and Alexa dominating themarket, it’s only logical to assumethat
even morecompetitors will jump into thegameas well.
As thetechnology improves and spreads, digital marketers will haveto gureout how to
competewhen everything except the#1search result is not even spoken by Siri or Alexa.
It’s been said, “askand you shall receive”, but in 2018, you might only receivewhat Siri or
Alexa giveyou the rst time.
Understanding this trend will beparticularly important for thedigital marketer in 2019,
especially as regular search enginemarketing (SEM)will continueto demand thelion’s
shareof attention. Whileit has declined in recent years, thedata tells us that it will only
declineat a very gradual rateas other marketing opportunities emerge. Increased privacy
restrictions, particularly in Europe, makethecollection of consumer data all themore
dif cult, reducing theimpact of targeting theindividual consumer.
The Future Will Always Need a Good Pitch
As always, thedata is conclusiveand a bad pitch will never win theday. Themodern
consumer lives in theland of a trillion clicks and marketers will always haveto givethem a
better reason to trust their clickover therest. You might bethemost technologically
savvy individual on theplanet, but if you area marketer and you arebad at your craft, you
will still losebig. Oren Klaff is a living digital marketing legend who would still be
successful at marketing even if heweresent backto theStoneAge.
Hesuccinctly sums up theneed to begood at your craft with this quote, “Theright pitch
creates an immediate, positivereaction about your deal and lets you get past the
gatekeepers that stop other deals from reaching thedecision makers.” Hewould go on to
elaborateby pleading with marketers to “correctly set theframeand tell thestory.”
“Theright pitch creates an immediatepositivereaction about your deal and lets you get
past thegatekeepers that stop other deals from reaching thedecision makers.” – Oren
Klaff
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Yes, thedata is giving us somepretty good indications on wherethefutureof digital
marketing is going in 2019. However, don’t let thebells and whistles distract you from
being good at a timeless craft. A bad pitch on thefanciest tech platform on theworld is
still just lipstickon a pig.
Watch thedata in 2018, practiceyour craft, and thefuture.
About the Author Corey Singleton
"As a business owner, I put big money into sales and marketing without ever really
knowing what results I was going to get. Tired of this ambiguity, I decided to createa new
kind of sales support company: onethat provides a guarantee.
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