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The Content Structures, Processes, and Tools Most Used by Marketers - MarketingProfs

The Content Structures, Processes, and Tools Most Used by Marketers - MarketingProfs | The MarTech Digest | Scoop.it
Managing your content-marketing planning, creation, dissemination, and measurement means having the right processes, structures, and tools. See this study for how you stack up vs. other marketers.
CYDigital/marteq.io's insight:

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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Technology Roadblock Are Holding Back Marketers - Bynder

Technology Roadblock Are Holding Back Marketers - Bynder | The MarTech Digest | Scoop.it

Data shows that companies lack the technological and organizational structure for safely and securely storing and sharing digital files — including logos, images, video, brochures, white papers, presentation decks and more.

  • Security is a concern: only 37 percent of respondents feel very confident about the security of their digital assets in how they’re being stored and shared today.
  • Employees don’t have the accessibility needed for anywhere and anytime access: Roughly 75 percent of respondents feel limited in how they can share assets internally and externally. 
  • Marketers aren’t prepared to scale and keep pace with business growth: 47 percent of respondents say their top scalability concern is maintaining brand consistency. 
CYDigital/marteq.io's insight:

CMOs MUST work with IT! You don't want to own a cyber breach. Report available when you CT.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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B2B marketers still grappling with content as a strategic, business asset - The Drum

B2B marketers still grappling with content as a strategic, business asset - The Drum | The MarTech Digest | Scoop.it
Content still reigns as king among B2B and B2C marketers, but as a strategic, long term business asset, marketers are challenged with forming a clear corporate vision for it.

A recent report by the Content Marketing Institute polled 411 B2B and B2C marketers, and found that content marketers are less adept at using, analyzing, forming a strategy around it, and tying it back to business goals. The central finding of the report suggests that 92% of marketers view content as a business asset, but fewer than half (46%) have a documented strategy for managing content as a business asset.

It's not as if content marketers lack any sort of formal content management structures in place, the report notes. According to the CMI survey, most of the them have style and brand guidelines (70%) including content teams (60%), formal workflow process for planning, creating and delivering content (53%) customer personas (51%), content performance analytics (50%), and customer journey maps (33%) and structured content (32%).
CYDigital/marteq.io's insight:

Stop with this nonsense that content is an asset. Your DB is the asset, your marketing stack is the asset.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Study: Less Than Half Of Marketers Have A Strategy For Managing Content As A Business Asset - Demand Gen Report

Study: Less Than Half Of Marketers Have A Strategy For Managing Content As A Business Asset - Demand Gen Report | The MarTech Digest | Scoop.it

"Many content marketers believe their organization values content as an asset, according to research conducted by the Content Marketing Institute. However, while 92% of marketers view content as a business asset, only 46% of respondents have a documented strategy for managing their content as such. The report identified that:

-33% of respondents established customer journey maps;
-32% have structured content, content that can be used in multiple applications;
-29% of content marketers have message architecture and messaging frameworks; and
-19% have content audit reports."

CYDigital/marteq.io's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Is Your Marketing IP Secure? | Adobe

Is Your Marketing IP Secure? | Adobe | The MarTech Digest | Scoop.it
A comprehensive approach to security and compliance spans not just documents, but applications too. Here are three elements that need to be in place for maximum marketing security and suggestions for applying them:

1. Secure document sharing

2. Electronic and digital signatures

3. True redaction
Redaction removes hidden information in metadata and other non-graphic objects on documents, protecting sensitive or confidential information. Be sure your software offers a set of redaction tools where the information you select is completely removed, not just masked, as is often the case.

With true redaction, you can:

Permanently delete both text and graphic images in a document before you distribute it.
Search and redact based on patterns, such as phone numbers, credit card numbers, and email addresses.
CYDigital/marteq.io's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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2017 Budget Friendly Tools and Tips to Organize Your Content - Marketing Insider Group

2017 Budget Friendly Tools and Tips to Organize Your Content - Marketing Insider Group | The MarTech Digest | Scoop.it
CONTENT MANAGEMENT TOOLS TO HELP YOU ORGANIZE
  • ClearVoice
  • Post Planner
  • Sprout Social

CONTENT INVENTORY, AUDIT, AND ANALYTICS TOOLS
  • Screaming Frog SEO Spider Tool 
  • SimplyMeasured
  • Mixpanel
  • Docalytics
  • Adobe Analytics

CONTENT PROJECT MANAGEMENT TOOLS

  • Basecamp
  • Asana
  • Trello
  • Jira
  • 10,000ft Plans
  • Mavenlink
  • Harvest
  • Microsoft Project.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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How to Make Your Content Marketing Impossible for Competitors to Copy - QuickSprout

How to Make Your Content Marketing Impossible for Competitors to Copy - QuickSprout | The MarTech Digest | Scoop.it
Here’s how you can shake them off and stop it from happening.

1. Produce the best content

To prevent a competitor from spinning your hard work into a “new” piece by sprinkling in some extra value, make your content as comprehensive as possible.

2. Don’t just curate. Cooperate

Rather than simply sharing the content they produce, find some way to cooperate with them.

3. Diversify your content

If it becomes a recurring problem, remember that it’s relatively easy to take written content and spin it into something else.
CYDigital/marteq.io's insight:

I'd love to interview Neil. CT for the details.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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2 Powerful Ways to Grow Your List Without Bribes (via Duct Tape Marketing)

2 Powerful Ways to Grow Your List Without Bribes (via Duct Tape Marketing) | The MarTech Digest | Scoop.it
Many email marketers are offering free ebooks and newsletters as an opt-in bribe in return to email addresses. Though there is nothing wrong with offering such bribes, there are many other ways to grow your list massively.

Content library: For creating a premium content library, you don’t need to create the content from scratch. If you’ve already written and published epic blog posts, all you need to do is to repurpose them to a premium content library and encourage sign ups in order to access it.

Content upgrade: Unlike the usual opt-in giveaways, content upgrade provides exactly what a user need at the moment, because they are created specifically for each blog post. As the resource you offer is highly-targeted, it skyrockets the sign up rate.
CYDigital/marteq.io's insight:

We've used content libraries for years, and they are tremendous especially if you present it as a personalized URL. CT for more on content upgrades.

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Guarantee your marketing automation success with persona-based content - Marketing Land

Guarantee your marketing automation success with persona-based content - Marketing Land | The MarTech Digest | Scoop.it
Personas are one way to organize what you know about your prospects. Whether you use technology to build look-alike models of your best customers, or you just ask questions of your consumers and prospects, the more you understand about them, the better you will be able to communicate with them.

Instead of creating unique messages for every prospect, you can use this data to inform your personas and create better content for those segments of prospects. Longer-form content, like e-books and white papers, needs to address the business challenges of your prospects, and a persona-based approach to creating that content is a smart approach.

Aligning content with your personas is part of the process, but when marketing automation and content marketing are tightly integrated into a marketing technology stack, that means that the process is seamless. The right content automatically aligns with your persona-based segments used in your campaigns.
CYDigital/marteq.io's insight:

As usual, don't overdo it, as you don't want to triple or quadruple your content inventory.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Measuring Content: You’re Doing it Wrong - Moz

Measuring Content: You’re Doing it Wrong - Moz | The MarTech Digest | Scoop.it
Total Time Reading (TTR)

This is a cumulative metric that quantifies the total number of minutes spent reading a piece of content. 

Scroll depth & time on page

A related and simpler metric to acquire is the average time on page (available within Google Analytics). 

Social Lift

BuzzFeed’s “Social Lift” metric is a particularly good way of understanding the ‘virality’ of your content (you can see this when you publish a post to BuzzFeed). BuzzFeed calculates “Social Lift” as follows:

((Social Views)/(Seed Views)+1)
Social Views: Traffic that’s come from outside BuzzFeed; for example, referral traffic, email, social media, etc.

Seed Views: Owned traffic that’s come from within the BuzzFeed platform; e.g. from appearing in BuzzFeed’s newsfeed.
CYDigital/marteq.io's insight:

Where's the attribution?

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The B2B Customer Content Operations Manifesto - Marketing Insider Group

The B2B Customer Content Operations Manifesto - Marketing Insider Group | The MarTech Digest | Scoop.it
Organizations must de-silo content decisions, investment and operations from within the many individual functions that engage customers. High level changes that must be made include:

  • Executive level ownership and accountability
  • Robust and continuous marketing and sales content strategy work.
  • Deeper understanding and assessment of audiences and buyers, and their buying decision processes.
  • Universal preparation and planning, documented as content use case requirements as input to …
  • Executive level responsibility for content investment and decisions
  • Center of Content Excellence: centralized shared expertise and production support services, governance, people support, infrastructure and tools decisions, experimentation, and change management support
  • Redesign Content Operations model, based on a content supply chain process
CYDigital/marteq.io's insight:

CT for more info.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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8 Simple, Scalable Marketing Templates for Planning Your Content - Kapost

8 Simple, Scalable Marketing Templates for Planning Your Content - Kapost | The MarTech Digest | Scoop.it
Are you struggling to deliver consistent, effective content across the customer journey? You're not alone. Without a process in place for planning your marketing content, assets are created ad hoc and the customer experience becomes disjointed. 

Take the guesswork out of planning by building a repeatable process that works across teams and departments.

Download these eight, simple templates to help you:

Schedule planning meetings 
Establish goals, objectives, and deadlines
Manage the ideation process
Map the buyer's journey and customer personas
Build a content pillar and asset workflows
 Save time on planning—get your marketing templates now.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Aligning Buyer Personas with Content Groupings in Google Analytics - Confluent Forms

Aligning Buyer Personas with Content Groupings in Google Analytics - Confluent Forms | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

A smart approach and enlightening. CT for details.

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The Top 5 Best Scheduling Tools - GetResponse Blog

The Top 5 Best Scheduling Tools - GetResponse Blog | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital/marteq.io's insight:

Whichever one you choose, bear in mind that you need to go back and manage your schedule should something surprising occur to your business.

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Best enterprise content management systems: Spring 2015 - G2

Best enterprise content management systems: Spring 2015 - G2 | The MarTech Digest | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

CYDigital/marteq.io's insight:

For our readers from the monoliths...

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The Blueprint for Superior Marketing Content - MTA

The Blueprint for Superior Marketing Content - MTA | The MarTech Digest | Scoop.it

This scoop comes to you compliments of ineomarketing.com.

CYDigital/marteq.io's insight:

Initially I thought this post too basic, but on a second take I realized that this may be of value to some readers. Good structure to emulate. 

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The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic] - Profs

The Best Content Types for Each Stage of the B2B Sales Cycle  [Infographic] - Profs | The MarTech Digest | Scoop.it

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Infographic: How to decide if you should gate your content - The Hub

Infographic: How to decide if you should gate your content - The Hub | The MarTech Digest | Scoop.it
A handy flowchart for your content strategy,


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CYDigital/marteq.io's insight:

Handy indeed!

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Hanin Abu Al Rub's curator insight, February 6, 2015 5:26 PM

To do or not to do...

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Infographic: 10 platforms that will get your content discovered - The Hub

Infographic: 10 platforms that will get your content discovered - The Hub | The MarTech Digest | Scoop.it

 

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9 Content Marketing Tools You Should be Using but Aren’t - Inbound Marketing Blog

9 Content Marketing Tools You Should be Using but Aren’t - Inbound Marketing Blog | The MarTech Digest | Scoop.it

Digest...


Feedly Sites like Feedly aggregate blog content in an RSS feed so that you can stay up-to-date on the topics that matter to you (and to your customers) to know which hot topics you should be posting about.

 

The Tweeted Times This Twitter app compiles news in your Twitter stream and ranks it by popularity among your friends.

 

List.ly This online tool helps organizations curate, crowdsource, and engage readers through a live list embedded directly into blog posts.

 

Canva Websites like Canva allow you to produce your own graphics using a supply of templates and images sourced for free. With a step-by-step tutorial and an intuitive platform, just about anyone on your team can create visual images that convey the desired message to your audience.

 

SlideShare

 

ThingLink The fun site enables you to upload and image and add icons from ThingLink’s library to create your own custom interactive image, video or message.

 

HootSuite

 

MailChimp

 

Click to Tweet Using services like Click to Tweet make it easy to provide bite-sized bits of content from your larger posts that readers can immediately post on their own Twitter account with just one click. Because you can customize the tweet, you can include a link back to your site or your Twitter handle to gain additional followers and shares.

 

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CYDigital/marteq.io's insight:

My guess is that you're using at least half of these...I hope.

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Why We Are Hiring for a New Content Role (and You Should Too)

Why We Are Hiring for a New Content Role (and You Should Too) | The MarTech Digest | Scoop.it

Digest...


This person was tasked with gaining an amazingly in-depth understanding of all the current content assets owned by the organization (i.e., no outside content gets factored in). Starting with a full-blown content audit, the curator who holds this position has ultimately taken responsibility for:

 

-- >  Understanding the content assets available to work with, including textual content, imagery and audio content

-- >  Effectively tagging, categorizing, and coordinating these materials into some kind of a data asset management system

-- >  Working with the content marketing team on a clear channel plan

-- >  Developing and executing on a content curation strategy by using existing resources.

 

Once the content is organized and there is a process in place for continual asset placement and management (including making sure those assets are easily findable), the curator can begin to fill needed gaps in the overall editorial calendar without having to spend money creating new content.

 

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CYDigital/marteq.io's insight:

It should never get to this point: get organized from the get-go.

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All You Need to Know about Internet Defamation for Marketers [Infographic] - Infographic B2B | #TheMarketingTechAlert

All You Need to Know about Internet Defamation for Marketers [Infographic] - Infographic B2B | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
All You Need to Know about Internet Defamation for Marketers


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CYDigital/marteq.io's insight:

Another reason why their needs to be a content vetting step to your overall process, esp. Financial Services.

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Software Sector study reveals 87% use locked content to generate leads - BrightInfo | #TheMarketingTechAlert

Software Sector study reveals 87% use locked content to generate leads - BrightInfo | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


  • 13% keep their content free: These are typically either very small businesses that don’t automate marketing lead generation processes or businesses that are very focused on a single call to action such as a Download or Free Trial, leaving the rest of their content marketing product free.
  • 26% lock 67% or more of their content: These are typically sophisticated lead-generation organizations who work hard to drive audiences to premium content. These organizations may offer free blog posts, but the majority of their marketing content (i.e. webinars, eBooks, white papers etc.) is locked.
  • The largest group locks 33-66% of content: About 35% of businesses surveyed locked 1/3 to 2/3 of their content. This is the most complex group, as it combines more sophisticated small businesses and fast-growing companies that are continually adding locked content. This latter group will likely move quickly into the 67-100% locked group, alongside older businesses that are not as aggressive in their content strategies

 

How do you establish enough trust that a consumer will willingly part with their contact information? Here are some guidelines:

  • Provide free content first: To build credibility and warm up new visitors, show your content is indeed valuable by offering free items early in the buyer journey.
  • Content for all buyer journey phases: Study your buyer journey or cycle and offer content for each stage, from general market interest (industry articles or metrics); to product-specific interest (brochures, case studies); to the buying stage (demo, trial or eBook signup).
  • Experiment: Variables such as your industry, product and pricing will influence the balance you can successfully strike between locked and unlocked content. Try locking part of your content as a test, and see how it performs vs. your other content (assuming you know how each piece performs when unlocked).

 

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CYDigital/marteq.io's insight:

Those guidelines are spot-on, and validated with other research I've seen and curated. Match the lock/unlock to the stages of the sales cycle.

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Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing - funnelholic | #TheMarketingTechAlert

Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing - funnelholic | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content.

 

Content scoring is a game changer for marketers. It reaches beyond the “vanity” metrics that are often used to measure content marketing success, but provide little insight into what is resulting in won business from the top to the bottom of the sales and marketing funnel.  This new insight will allow us to connect in a more meaningful way with our audiences and deliver the right content at the right time. 

 

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CYDigital/marteq.io's insight:

This is a post that focuses on Kapost's content scoring capabilities, which further reinforces the need for a content management system as a part of your overall marketing tech infrastructure.

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The Case For Content Automation - Marketing Land | #TheMarketingTechAlert

The Case For Content Automation - Marketing Land | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Recently, the Interactive Advertising Bureau (IAB) said it’s developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. […]


The IAB is, in a sense, trying to automate consumer engagement. At the next level is content automation. Like marketing automation before it, content automation is about to take center stage. It’s a new concept, and, like marketing automation in its early days, admittedly hard to imagine.

 

Basically, these technologies make it possible to read and organize each individual piece of content in an automated way that’s standardized (so there aren’t subjective differences in categorization) and reusable (so publishers can easily call up the best piece of content for other purposes).

 

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CYDigital/marteq.io's insight:

If this isn't already a part of MRM, it should be.

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