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How to Create an Enterprise Content Marketing Platform - CMI

How to Create an Enterprise Content Marketing Platform - CMI | The MarTech Digest | Scoop.it
Over the course of 18 months, Rachel Schickowski and Stan Miller implemented a content marketing platform – a hub for all the marketing content of Rockwell Automation – for a team of 600 marketers around the world.

Most of us wouldn’t have a clue how to accomplish such a feat. Luckily for us, Rachel and Stan shared their story at Content Marketing World, Implementing a CMS in Global B2B Organization.
CYDigital/marteq.io's insight:

An excellent case study. Please click through for a complete review.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #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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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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The Digital Crossover Between Marketing and Technology - Chiefmarketer

The Digital Crossover Between Marketing and Technology - Chiefmarketer | The MarTech Digest | Scoop.it
Content marketing is a key discipline in today’s digital marketing. To master all of these challenges, marketing needs to reorganize itself. It needs technology, organization, oversight and control systems.

Technology. A content management system can help the marketing team manage publishing processes and make them more efficient with the use of simple user interfaces. 

Organization. Not only must processes be adapted to the new challenges, but the organization also needs to change. Classic marketing functions like strategy and creation are now supplemented with roles such as editor, writer and content manager, whose skill profiles bridge editorial work and marketing expertise.

Oversight. A coordinator oversees the right mix of paid content and owned and earned content. Owned content refers to all content that the company curates itself, be it on its own website or on its Instagram 

Control systems. Content marketing also requires continuous testing, measuring, and improvement. However, the success of content should not just be measured by its reach, but also by whether it goes viral—x% of users share it with y% of their contacts. 
CYDigital/marteq.io's insight:

DAM, DAM, DAM

 

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

 

#MarTech #DigitalMarketing

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Most marketers “miss sales due to dated marketing technology” | Netimperative

Most marketers “miss sales due to dated marketing technology” | Netimperative | The MarTech Digest | Scoop.it
Greater sales can be achieved during peak periods (and the quieter times) with stronger MarTech integration as the data reveals:

· Real-Time Content Distribution – Marketing departments would be less pressured if they could get their content live faster (58%) and produce more of it (52%).

· Value of Content – Approximately 50% of respondents say the brand experience they offer is improved by content but their biggest peak challenge is conceptualizing organic ideas and executing them faster than competitors.

· Crucial Peak Performance – 76% of companies have peak traffic periods that account for an average of 32% of their total sales.

· Ability to Communicate Global Business Goals – 46% of marketers want to be able to collaborate more effectively across international markets.

· Quality Over Quantity – The biggest challenge of peak periods is to come up with content that is better and is executed faster than competitors (50%).
CYDigital/marteq.io's insight:

No one is crying for the Marketing department. Put on your big boy/girl pants. And adopt Agile Marketing.

 

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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To Gate or Not to Gate: Which is Best for B2B Content? - TechnologyAdvice

To Gate or Not to Gate: Which is Best for B2B Content? - TechnologyAdvice | The MarTech Digest | Scoop.it
Merits of Free Content

  • more inbound links
  • builds brand awareness
  • promotes social shares across platforms
  • higher quality score for landing pages from page ads (which can lead to better ad placement)
  • higher page rankings from in-depth and informative content
Merits of Gated Content

  • increases inbound leads
  • self-qualifying customers for sales teams
CYDigital/marteq.io's insight:

Just don't give away the family jewels.

 

Get a FREE Marketing Automation Cheat Sheet. Compliments of marketingIO. Go here.

 

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

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Why Every Organization Needs a B-to-B Content Audit | SiriusDecisions

Why Every Organization Needs a B-to-B Content Audit | SiriusDecisions | The MarTech Digest | Scoop.it
Every b-to-b organization needs to perform a content inventory and audit. If this has not occurred within your organization or it hasn’t happened in a long time, it should be a top priority. The b-to-b content audit is often the best catalyst for tangibly demonstrating where there are issues with audience-centricity, content strategy, content quality, content quantity, content findability and all the other content issues that plague so many b-to-b organizations.

I can’t emphasize enough the importance of conducting a b-to-b content audit to fix content problems within the b-to-b organization and working toward best-practice content strategy and operations. But realistic expectations and company support are critical to success. Typically, everyone thinks it’s a great idea, but no one wants to do it, and no one wants to own it. Often, whoever is responsible for the content audit doesn’t get the cross-functional support necessary to make sense of content repositories, or understand the owners and intended audiences of specific assets and identify at what stage they should be applied to the buyer’s journey.
CYDigital/marteq.io's insight:

Find. The. Time.

 

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

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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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How to Write a Content Marketing Plan Step-by-Step - Buffer

A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
CYDigital/marteq.io's insight:

And you can get the template here: 

https://www.dropbox.com/s/rkokpejolafiqmy/ContentMarketingStrategyTemplate.docx?dl=0 

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Trends in B2B Content Marketing - Marketing Charts

Trends in B2B Content Marketing - Marketing Charts | The MarTech Digest | Scoop.it

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

CYDigital/marteq.io's insight:

From the CMI/Profs report.

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Intelligent Content + Agile Approach: How This Combo Paid Off for My Team - CMI

Intelligent Content + Agile Approach: How This Combo Paid Off for My Team - CMI | The MarTech Digest | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

CYDigital/marteq.io's insight:

This is an excellent approach! If content marketing management is your purview, this is a must read. Smart!

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SiriusDecisions 2015 Summit: Marketers need to trim the fat to get content ready - FierceCMO

SiriusDecisions 2015 Summit: Marketers need to trim the fat to get content ready - FierceCMO | The MarTech Digest | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

CYDigital/marteq.io's insight:

We need to collectively stop talking about measuring ROI from content. Just build it into your overall Marketing G&A and measure from there.

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7 factors to content marketing success - CMI

7 factors to content marketing success - CMI | The MarTech Digest | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital/marteq.io's insight:

The post by Michael Brenner is about building a Content Marketing Roadmap, but these 7 points are too good not to highlight. Click through for the rest of the article.

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How to Overcome Content Marketing Struggles - eMarketer

How to Overcome Content Marketing Struggles - eMarketer | The MarTech Digest | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

CYDigital/marteq.io's insight:

Lack of resources: money, people, both.

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Infographic: The skills every content marketer needs - Ragan.com

Infographic: The skills every content marketer needs - Ragan.com | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

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5 Content Metrics Every Marketer Needs to Analyze - Duct Tape Marketing

5 Content Metrics Every Marketer Needs to Analyze - Duct Tape Marketing | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Key metric is how you measure the way the content is used via your MAP. Only within that context can content be accurately measured.

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"Show Me the Content Marketing ROI!" - ClickZ

"Show Me the Content Marketing ROI!" - ClickZ | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

This approach WILL GET YOU NOWHERE FAST.


Here's the approach that works: fold the cost of content into your MAP costs, as you can't have a successful MAP program without content. So when someone asks for the ROI on content, the response is that it's an integral part of the MAP ROI.

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Technology Marketing Blog: A New Year's Fitness Plan for Your CMO (Content Marketing Operations)

Technology Marketing Blog: A New Year's Fitness Plan for Your CMO (Content Marketing Operations) | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

An excellent framework, and a great start to benchmarking your content marketing engine.


Remember when content was called MarCom. Now it's ConMar...errr...MarCon? No: that doesn't work either.

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The Top 5 Free Content Analytics Tools - Contently

The Top 5 Free Content Analytics Tools - Contently | The MarTech Digest | Scoop.it

Digest...


1. Google Analytics

2. Bit.Ly

3. Piwik

4. Open Web Analytics

5. Clicky

 

Receive a FREE daily summary of The Marketing Technology Alert ◄          

CYDigital/marteq.io's insight:

Thank you Contently! Please click through to the article for a review of each. For the SMB, this is invaluable!

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Marco Favero's curator insight, January 11, 2015 6:11 PM

aggiungi la tua intuizione ...

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The Secret to Thriving in the New Marketing Landscape - Kapost Content Marketing Blog

The Secret to Thriving in the New Marketing Landscape - Kapost Content Marketing Blog | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Well, that's one company's view of the world, and given that it's from Kapost, I think we can understand that. A more global view of the world may answer with integrated marketing technology, data, social media, or something else.

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Guerilla Content: 30 Growth Hacks To Content Marketing Success On A Limited Budget | B2B Marketing Insider

Guerilla Content: 30 Growth Hacks To Content Marketing Success On A Limited Budget | B2B Marketing Insider | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Plenty of links within the post, so please click through for details on those where you have interest.

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4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud

4 Attributes of Your Next Content Marketing Superstar | Oracle Marketing Cloud | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Completely agree with these attributes! Not commonly available, and at times you may have to compromise and look to training as a means to fill the gap.

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marissa goldberg's curator insight, November 24, 2014 1:49 PM

*Social Media* 

If you want to succeed in today's marketing world you need to be a "Content Marketing Superstar" and like the title of this article suggests, these are insights to help improve your skills.

We discuss content creation as one of the main tips for marketing on social media, but once the content is created we need to find a way to optimize the amount of people who see that content.

Strategic planning and tracking are vital to content marketing. This "Modern Marketing Blog" states that creating goals for content production will streamline the process. Just like how we created objectives in our social media campaigns so we can work towards a common goal as a team. Part of this process is measuring success so having content metrics are just as important if you want to do the best you can and strive for continuous improvement.

The contributor's second step is to have process focused work. Some points of this process include "Defined roles with responsibilities for each team member, A logical flow for each piece of content and an editorial calendar that tracks content stages." I have noticed that sites that produce tons of content like adweek.com have their own editorial calendar that plans out larger content way in advance. Being process focused creates a more productive, deadline oriented content marketer.

Without going into every single step because I recommend heading to the article and giving it a read, I think that this blog makes some very good points for someone who is looking to promote their content.

In a way he asks the marketers to wear many different hats such as, an organized leadership role, a designer, a social media marketer and a market research analyst. I think that this is a relevant article because how you market your content is just as important as the content itself.

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[Infographic] The 3 Rs of Content Marketing - Marketo

[Infographic] The 3 Rs of Content Marketing - Marketo | The MarTech Digest | Scoop.it

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#Infographic: Portrait of a Content Marketer: More Than a Writer - Digital Information World

#Infographic: Portrait of a Content Marketer: More Than a Writer - Digital Information World | The MarTech Digest | Scoop.it
Content marketers teach, engage and persuade with words in a variety of channels. They need a strong grasp of language to write engaging content that stands out in a crowd and positions their company in a positive light. But writing content is not the only thing that a content marketer has to be capable of. Here's the real portrait of a Content Marketer: More than a marketer.


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Infographic: How much does content marketing really cost? - The Hub

Infographic: How much does content marketing really cost? - The Hub | The MarTech Digest | Scoop.it
Content is king, but it sure isn't free.


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