Do you feel like a content marketing loser? Like even though you’re using the same strategies as the celebrity bloggers, the crowd keeps passing you by? In a super post about “getting lucky” in the content marketing world, Tracy Feit Love breaks it down to this memorable example:
“Two guys walk into a bar (humor me here). The first guy walks up to a woman and says, ‘Hi. I make a lot of money and drive a really fast car, so you will definitely want to go out with me. Here’s my number. When you’re ready to go out, call me.’
https://www.i-scoop.eu/succeeding-content-marketing-five-tips/
Today's marketers are facing a paradox: We have better intelligence and tools for driving growth than ever before. Data-driven digital marketing, programmatic and audience buying are proven to be delivering results. But if return on investment ROI » is going up, why are sales in decline?
There are some simple causes and effects: Media inflation continues to increase across all channels, while reach has declined for most every channel and publisher. Rising costs combined with declining reach drives up Cost-Per-Point CPP » , which means creative needs to be exponentially more effective to deliver the same results (and that's before attenuation of media attention is factored in). In most cases, even the best creative cannot offset the decline in efficiency. It's just math. And as the math suggests, in most cases we'd expect to see a decline in payback. Yet most channel-specific measurements show a positive ROI. Why?
http://adage.com/article/neustar/marketer-s-paradox-roi-sales-decline/310415/
Within my talk I shared the approach that I take to deliver successful content marketing campaigns that can be easily scaled, don't break the bank and have an extremely positive effect on your search engine visibility, social media and email marketing campaigns. There's also a short case study that shows a practical application of the technique in action.
Overall, the conference was a huge success and I'd strongly recommend checking out their upcoming events (they're free, by the way!) as they offer some seriously valuable insights for marketers and businesses alike.
https://www.matthewbarby.com/sme-content-marketing/
Beware of the HiPPO in the room. When a HiPPO (highest paid person’s opinion) is in play, your organization is most likely not relying on data to inform decision-making. In fact, I believe the HiPPO effect is one of the biggest barriers to more evidence-based and data-driven decision-making. With the quantity and quality of data available today, it is just poor business for organizations to ignore data in favor of making decisions solely based on what the HiPPO wants done...
https://www.forbes.com/sites/bernardmarr/2017/10/26/data-driven-decision-making-beware-of-the-hippo-effect/#1131f38280f9/
Successful mid-size service firms, those with $3 million to $30 million in revenue and 15 to 150 staff, often grow by way of referrals. These referrals come from clients, partners, networks and associations. While referrals still work and have always worked, are they the best way or the only way to grow a mid-size service firm? Do CPA, law, technology consulting, management consulting, financial service and AEC firms have to rely on referrals as the primary source of new clients? Is this all there is today? I think not.
Digital disruption is real. Over the last 10 years or so, there has been an explosion of digital devices, tools, apps, communication networks and social media properties. This is creating an ecosystem of prospective clients who could be a great fit for your firm. But can all of this new technology really help you acquire new clients?
https://www.forbes.com/sites/forbesagencycouncil/2017/11/01/why-mid-size-service-firms-need-the-ultimate-digital-marketing-stack/#176dff401641/
The IoT (Internet of Things), the convergence of IT and OT, rapid application development, digital twin simulation models, cyber-physical systems, advanced robotics and cobots, additive manufacturing, autonomous production, consistent engineering across the entire value chain, thorough data collection and provisioning, horizontal and vertical integration, cloud computing, big data analytics, AR/VR and edge computing amidst a shift of intelligence towards the edge: these are some of the essential components of the fourth industrial revolution.
https://www.i-scoop.eu/industry-4-0/
Customer feedback can help you understand what features to add, what features to get rid of, and where to direct your development efforts. Adding it into your marketing plan is a no-brainer. But mobile app companies have a unique challenge. When it comes to communicating with customers, they’re at the hands of Apple and Google.
Because these two giants privatize your customers’ information, it’s impossible to get feedback in conventional ways. Unless your users create an account, you can’t email out a survey to a customer or email list, or search for your customers on social media. You have to be creative. Thankfully, mobile app companies have found savvy ways to get feedback from their users. In this post, I’ll explain how you can learn what customers really think of your app...
https://blog.kissmetrics.com/feedback-from-mobile-users/
According to HubSpot’s State of Inbound report, 63% of marketing and sales professionals reported generating website traffic and leads as their company’s top marketing challenge. For businesses to compete in today’s digital landscape, companies need more than just an established online presence to attract new customers and retain clients.
Communications professionals must invest their time and resources toward implementing multiple digital marketing techniques that cover an array of online approaches to continually increase traffic and generate leads. More specifically, marketers are now tasked with ensuring that they are targeting and attracting the right online audience, which ultimately leads to boosting website conversion rates. Including these essential digital marketing techniques in your online strategy will lead customers to your site, guide them through your sales funnel and result in high-quality leads in your inbox.
https://www.forbes.com/sites/forbescommunicationscouncil/2017/10/25/digital-marketing-techniques-that-will-help-you-dominate-online/#b40b71d4ecbd/
According to a blog post of Email Delivered there is a “heated debate inside marketing circles” about what’s the best option when it comes to focusing your marketing efforts: social media or email marketing.
Although I had promised myself not to rant (well) anymore I can’t help but beg you to please refrain from this way of thinking. If there’s a heated debate going on inside marketing circles about these questions, I’m very happy that it’s not a debate in my marketing circles.
https://www.i-scoop.eu/email-marketing-versus-social-media/
Several new initiatives are aimed at bringing machine learning into publisher products and offering solutions for driving subscriptions.
Google is laying the groundwork for turning the love-hate relationship many publishers have with the company into a love-love relationship. In an event for publishers hosted at the Google offices in Chicago Tuesday, executives laid out several new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses....
https://marketingland.com/google-publishers-user-data-insights-engine-project-225452/
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