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Use as Directed: A Content Marketing Plan for Robust Business Performance - Moz

Use as Directed: A Content Marketing Plan for Robust Business Performance - Moz | The MarTech Digest | Scoop.it
Numbers don’t lie: Measure how your current content is performing
1. Figure out how your content ranks in Google and whether it brings you traffic and conversions
2. Find content that can be easily improved/edited to begin bringing value

The needs and wants of your business: Define the right metrics to track your progress

Don’t neglect the importance of SEO
1. Find related keywords
2. Check the competition level in the SERPs

Content promotion that gives short-term results
A. Promote your posts on social media channels
B. Collect leads
C. Use remarketing
D. Use email marketing automation to turn leads into paying clients
CYDigital/marteq.io's insight:

Use as Directed: A Content Marketing Plan for Robust Business Performance - Moz

 

Don't overlook SEO: you'd be surprised as to how it can boost eyeballs.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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How to Create a Content Upgrade That Will Automate Your List Building - QuickSprout

How to Create a Content Upgrade That Will Automate Your List Building - QuickSprout | The MarTech Digest | Scoop.it
A content upgrade is unique to a piece of content. It’s usually tied to a blog post. But there are other types of content you can uplevel with a free resource. Webinars, podcasts, and videos are examples. The point is to enhance the value of your content with this additional resource.

As you can imagine, there are several ways to achieve that.

You can create a resource that helps readers implement what you just discussed. An action sheet, workbook, or toolkit are excellent examples. You can give away something that saves them time, like templates or cheat sheets. The ultimate strategy is to create something that will help them delve deeper into the topic. This is where you give additional strategies, tutorials, case studies, etc.
CYDigital/marteq.io's insight:

Great content solves all ills. And the single trait found in great content? That it's based on solid research.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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A B2B Enterprise Content Strategy to Overcome Sales Friction - Kapost

A B2B Enterprise Content Strategy to Overcome Sales Friction - Kapost | The MarTech Digest | Scoop.it
All content strategies are not equal. B2B enterprise companies have to get these three content types down to fully engage potential buyers.
CYDigital/marteq.io's insight:

Notwithstanding the misspelling in the image, this is a rock solid approach, so please click through for the details.

 

Dark marketing clouds ahead? marketingIO helps you to see clearly. Contact us. #MarTech #DigitalMarketing

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Why Marketing AI is the Future of Content Marketing - Curata

Why Marketing AI is the Future of Content Marketing - Curata | The MarTech Digest | Scoop.it

"Now is the perfect time for content marketers to get ahead of the curve. Here’s how:

 

  • Evaluate repetitive, manual marketing tasks that could be intelligently automated. AI tech like Curata and Scoop.it are great for promoting, measuring, and analyzing that content’s performance.
  • Assess opportunities to get more out of your data. There are plenty of ways to discover insights, predict outcomes, devise strategies, personalize content, and tell stories at scale with the right type and amount of data. However, the right type and amount of data are highly specific to your organization and your needs. 
    Consider the AI capabilities of your existing marketing technology.
  • Platforms like Salesforce and HubSpot are actively integrating AI into their existing products. Existing platforms give content marketers a great place to start familiarizing themselves with AI capabilities. From there, explore the potential of emerging AI solutions."
CYDigital/marteq.io's insight:

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

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The Content Qualities That Most Influence B2B Purchasing Behavior - MarketingProfs

The Content Qualities That Most Influence B2B Purchasing Behavior - MarketingProfs | The MarTech Digest | Scoop.it
Prospective buyers of B2B products find content to be most useful when it speaks to their needs and pain points, provides specifications, and educates them. See more from this marketing research.
CYDigital/marteq.io's insight:

Quality, not quantity. And the more original research you can provide, the better.

 

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

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How Content Influences the Purchasing Process - CMI

How Content Influences the Purchasing Process - CMI | The MarTech Digest | Scoop.it
Get insight into how content influences the purchasing process – from the buyer’s perspective – in research from SmartBrief and Content Marketing Institute
CYDigital/marteq.io's insight:

The value is when you CT for the recommended actions.

 

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

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10 Essential Templates for B2B Content Strategy - Kapost

10 Essential Templates for B2B Content Strategy - Kapost | The MarTech Digest | Scoop.it

Here’s the complete list of the essential marketing templates for your content strategy:

  • Content Audit Framework
  • Company Priorities
  • Timeline Review
  • Classification Worksheet
  • Initiative Outline
  • Content Workflows
  • Publish Destination
  • Internal Enablement Gallery
  • Operational Assessment
  • Content Engagement Score
CYDigital/marteq.io's insight:

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

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Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content - Demand Gen Report

Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content - Demand Gen Report | The MarTech Digest | Scoop.it

"More than half (56%) of respondents agreed that they do not gain valuable insights from the thought leadership content they consume.

The study also determined that:

  • Eighty-six percent of thought leadership consumed is considered merely good, mediocre or poor in quality;
  • Forty-five percent of business decision makers and 53% of C-suite executives reported that they sometimes lost respect and admiration for organizations that produced thought leadership content that was not high quality, insightful or relevant; and
  • Thirty percent of business decision makers and 35% of C-suite executives removed companies from consideration after engaging with what they viewed as poor thought leadership content."
CYDigital/marteq.io's insight:

Advice: If it's not HBR quality, don't call it Thought Leadership.

 

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

 

#MarTech #DigitalMarketing

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New Tech Friends on the Marketing Block - CMI

New Tech Friends on the Marketing Block - CMI | The MarTech Digest | Scoop.it

  • Content strategist – someone who plans for the creation, delivery, and governance of useful, usable content (as defined by Kristina Halvorson)
  • Content engineer – someone who structures content for publishing and sets up an organization’s content systems, that is, the technologies that store, deliver, and enable governance of content assets (as described by Cruce Saunders)
  • Data scientist – someone who “can demonstrate the special skills involved in storytelling with [complex] data, whether verbally, visually, or – ideally – both” (Harvard Business Review)
CYDigital/marteq.io's insight:

Consider: This may prompt you to take a new look at the org chart and ask if it's keeping up with the changing MarTech.

 

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

 

#MarTech #DigitalMarketing

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Why we're dropping the term "content marketing" - Inside Intercom

Why we're dropping the term "content marketing" - Inside Intercom | The MarTech Digest | Scoop.it
The term “content” is problematic. It commodifies the core of what we do, but for want of a better catch-all phrase for the articles, books, podcasts, talks and presentations we create, we all continue to use it. Sidenote: terminology matters. Combine “content” with “marketing” and you further undermine what you’re creating. The phrase suggests the entire point of the exercise, or at the very least the primary one, is marketing. But if you want to attract people to your product, this is the wrong approach to take. 

It dawned on us: the phrase “content marketing” actually puts content first. It’s just the term is so widely used that we’ve all become deaf and blind to that primacy. So now the first principle of our team is “content, then marketing”. Put simply we believe if we’re not creating something people will want to read/watch/listen to, then we are wasting our resources.

If we were driven by marketing considerations rather than editorial ones, we probably would never do things like publish a 120-page hardcover book and then sell it at a loss. But by focusing on the quality of that publication, rather than marketing hacks to get readers to download something of poorer quality, we’re attracting more than enough potential customers to make the whole exercise worthwhile.
CYDigital/marteq.io's insight:

Completely agree!! And if you need further proof, check out what Marriott is doing.

 

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 

 

#MarTech #DigitalMarketing

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Content Intelligence: The New Frontier of Content Marketing Technology

Content Intelligence: The New Frontier of Content Marketing Technology | The MarTech Digest | Scoop.it
Content intelligence may draw on artificial intelligence and big data, but it is neither of those two things. It’s the systems and software that transforms data into actionable insights for content strategy and tactics. Content intelligence means having the full context of an individual piece of content. Not only that—but the whole corpus of content, to make better decisions about anything pertaining to the content in question.

Forrester analyst Ryan Skinner defines content intelligence as “technology that helps content understand itself—what it’s about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.”

So what does having the full context of a piece of content mean? It’s understanding what the content is, what it’s related to, how it’s performed in the past, and how related content has performed in the past. This includes understanding how competitor content may have performed as part of the broader context it sits in. As well as other content it’s competing with in search engine optimization and search engine results pages.

Content intelligence means understanding everything there is to know about a piece of content. And to the extent that the past can help predict the future, using that comprehensive understanding to guide decision making for that piece of content. It doesn’t necessarily have to include the automation and execution of those decisions.
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 

 

#MarTech #DigitalMarketing

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[FREE] B2B Enterprise Content Marketing: Benchmarks, Budgets, Trends - CMI

[FREE] B2B Enterprise Content Marketing: Benchmarks, Budgets, Trends - CMI | The MarTech Digest | Scoop.it
Eighty-eight percent of the B2B enterprise marketers we surveyed use content marketing, and nearly all agree that it’s an important component of their marketing program. This 45-page report, sponsored by KnowledgeVision, shows where enterprise marketers are in terms of overall content marketing success—and how the top performers do things to set themselves apart from their peers.

Download the report to learn:

  • How enterprise marketers organize their content marketing teams
  • Where they’re at in terms of content marketing maturity
  • The types of content marketing tactics they use—and which ones they view as most critical to their content marketing success in 2017
  • How many are focused on building their audiences, crafting content for their audience versus their brand, agree that their leadership gives them ample time to produce content marketing results, and more.
CYDigital/marteq.io's insight:

Research-based. Quick reg and it's yours.

 

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 

 

#MarTech #DigitalMarketing

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If You Give Away Your Best Content, Your Business Will Grow by 290% - QuickSprout

If You Give Away Your Best Content, Your Business Will Grow by 290% - QuickSprout | The MarTech Digest | Scoop.it
I’d like to point out a handful of specific benefits:

  • It’s one of the best ways to nurture leads. According to Marketing Sherpa, “73% of all B2B leads are not sales ready.”
  • You can position your brand as an authority. “45% of a brand’s image can be attributed to what it says and how it says it.”
  • It enables you to tell your brand’s story and convey your philosophy and values.
  • It reduces skepticism. “In 1997, consumers indicated that they had a high level of confidence in 52% of brands. By 2008 that percentage dropped to 22%.” This is a great way to slash through any doubts your prospects may have.
  • It’s an excellent way to educate consumers on your product’s features and the way it differs from the products of competitors.
  • You can address any objections that may arise.
Which types of content most influence buying decisions?:

  • White papers – 82%
  • Webinars – 78%
  • Case studies – 73%
  • E-books – 67%
  • Blog posts – 66%
  • Infographics – 66%
  • Third-party/analyst reports – 62%
  • Video/motion graphics – 47%
  • Interactive presentations – 36%
CYDigital/marteq.io's insight:

Give it away as a part of a larger strategy!

 

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 

 

#MarTech #DigitalMarketing

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Constant Content: The Silver Bullet for Failing Content Marketing Strategy - Moz

Constant Content: The Silver Bullet for Failing Content Marketing Strategy - Moz | The MarTech Digest | Scoop.it
The concept is a simple one: no content plan is complete unless it's based around delivering content consistently. To do this requires a focus on strategy, not just on a few blog posts and the odd bigger campaign.

That consistent delivery — and the audience retention it creates — comes from the smaller content pieces, the glue that binds it together; the strategy in its entirety.

The discussion around the purchase funnel often turns out to be incredibly important: it ensures you look not just for ideas that help with awareness, but also further down the funnel. It's also possible to tie content types in to this to ensure variation between the types of content you produce. To do this we use the Content Matrix I created specifically for this purpose; you can see it above:
CYDigital/marteq.io's insight:

Love the types of content by stage. Anyway, great post that goes into significant detail.

 

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 

 

#MarTech #DigitalMarketing

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Latest Research on Top-Performing Technology Marketers Use of Content - CMI

Latest Research on Top-Performing Technology Marketers Use of Content - CMI | The MarTech Digest | Scoop.it
Learn what distinguishes the top performers in Content Marketing Institute’s Technology Content Marketing 2017: Benchmarks, Budgets, and Trends report.
CYDigital/marteq.io's insight:

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

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 

 

#MarTech #DigitalMarketing

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B2B content marketers continue to find SEO rankings a challenge - The Drum

B2B content marketers continue to find SEO rankings a challenge - The Drum | The MarTech Digest | Scoop.it

"With nearly 80% of content marketers saying that increasing their company's online visibility is their primary content marketing goal, a study suggests that for optimal SEO and content results, B2B marketers might want to re-think the overuse of infographics and the actual quality of their content over quantity.

The study suggests that online visibility as it relates to search engine optimization (SEO), implies that to earn a spot on the first page of Google means content needs to be ten times better than anything found in search today.


A separate study however, conducted by Moz and Buzzsumo presented evidence to suggest that content marketers' reliance on infographics should be reevaluated. The justification is that content that earns social shares typically is formatted for entertainment – list posts, videos, quizzes – while content that gets links and earned media is more informative (i.e., research-backed articles and opinion-forming journalism)."

CYDigital/marteq.io's insight:

Completely agree with Rand Fishkin's statement in the article: that the quality of infographics has declined. We used to scoop 3 infographics a day, but now 1 maybe 2.

 

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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Infographic: How Event Marketing Can Boost Your Content Strategy - Contently

Infographic: How Event Marketing Can Boost Your Content Strategy - Contently | The MarTech Digest | Scoop.it
No matter how great you are at digital marketing, event marketing is still a great way to explain products, humanize your brand, and connect with customers.
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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A Guide to Creating Content for the Buyer-Customer Journey - Uberflip

A Guide to Creating Content for the Buyer-Customer Journey - Uberflip | The MarTech Digest | Scoop.it
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.

 

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

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How to Know Exactly What Content to Deliver to Convert More Prospects - Copyblogger

How to Know Exactly What Content to Deliver to Convert More Prospects - Copyblogger | The MarTech Digest | Scoop.it
When you accept the role of mentor with your content, your business accomplishes its goals while helping the prospect do the same.
CYDigital/marteq.io's insight:

You definitely need to click through and read this. Brilliant.

 

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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What type of content is the most effective for B2B marketing? - Smart Insights Digital Marketing Advice

What type of content is the most effective for B2B marketing? - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it
Chart of the day: Case studies, best practice advice and how to guides are the most effective types of content. A recent survey of over 600 B2B marketing p. Marketing topic(s):B2B Content marketing. Advice by Robert Allen.
CYDigital/marteq.io's insight:

This scoop comes to you compliments of marketingIO.com.              

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7 Changes Forward-Thinking Marketers Need to Consider in 2017 - Content Marketing Institute

7 Changes Forward-Thinking Marketers Need to Consider in 2017 - Content Marketing Institute | The MarTech Digest | Scoop.it
Change 1: Use scarcity as an incentive for immediate response

Change 2: Increase emphasis on survey-based products and services

Change 3: Redefine crowdsourcing as a custom or premium content marketplace

Change 4: Increase adoption of direct-marketing techniques by content marketers

Change 5: Create clutter-free, responsive, minimalist home pages

Change 6: Increase partnership between content curation and email

Change 7: Break the topic habit – and focus on serial content
CYDigital/marteq.io's insight:

Smart recommendations.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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B2B Content-Enabled Campaigns: Top Trends, Benefits, and Goals - Profs

B2B Content-Enabled Campaigns: Top Trends, Benefits, and Goals - Profs | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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Content for Each Stage of Your Funnel - Sparklane

Content for Each Stage of Your Funnel - Sparklane | The MarTech Digest | Scoop.it
Awareness Phase

  • Social media posts
  • Guest articles
  • Infographics
  • Blog posts
  • Landing pages
  • Free eBooks
 

Consideration Phase
  • Comprehensive white papers
  • Exclusive Webinars
  • In-depth articles
  • Brochures
  • Input from brand advocates
 

Purchase Phase

  • Free trials
  • Case studies
  • Free consultations
  • 1-2-1 videos
  • Demos
CYDigital/marteq.io's insight:

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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How to Boost Your Content's IQ [Infographic] - Profs

How to Boost Your Content's IQ [Infographic] - Profs | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

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

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Data-Driven CTAs for Each Stage of Your Sales Funnel - Kissmetrics

Data-Driven CTAs for Each Stage of Your Sales Funnel - Kissmetrics | The MarTech Digest | Scoop.it

Top of the Funnel
At this early evaluation stage, marketers typically use long form blog content to grab referral and organic traffic and introduce a brand to the audience. Other types of content at this stage include:

  • eBooks and white papers
  • Reports
  • Infographics

 

Middle of the Funnel
At this stage, it’s not uncommon to use email marketing, segmented by audience and intent, to build a relationship with the audience. Other types of content for the evaluation stage include:

  • Comparison white papers
  • Expert guides
  • Live interactions including webinars

 

Bottom of the Funnel
At this phase, you want to leverage content that persuades your audience to make a purchase. This can include:

  • Trial downloads
  • Demos
  • Infographics
  • Product literature or buyer guides
  • Further case studies
CYDigital/marteq.io's insight:

Please CT for the CTAs.

 

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

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