Marketing Master Class

What's behind the success of the quietest reality show on TV? This marketer thinks he knows and has advice for how you can use it to your advantage.
- Posted Jun 20, 2019
Now that we know how important B2B influencer marketing is and that you should be doing it, the question is "How?" We've developed a seven-step guide to creating an influencer program using data and research-driven content strategy that will help you get started.
- Posted May 16, 2019
By 2030, each person will own 15 connected devices and that means unprecedented amounts of data. What marketers and brands do with that data is up to them. But if they choose to not use that data to tell stories, they might as well be walking away from money on the table.
- Posted Apr 18, 2019
The demands that Millennials have for brands have also changed—and it's reshaping the way consumers experience technology and marketing. Four trends in Millennial marketing and why you should factor them into your marketing strategy for 2019.
- Posted Mar 21, 2019
Right now, there's nothing hotter than storytelling with data. Attention spans are short. If content doesn't captivate us instantly, then we simply don't pay attention. So, what are companies doing to be heard? They're filling their stories with data and expecting results. But that's not enough.
- Posted Feb 21, 2019
It's not just the creation and consumption of video content that is impressive; it's also the opportunity it represents. Businesses with a video strategy can grow revenue up to 49% faster than non-video users (Social Media Today). And so it goes: almost everyone and their mother is creating video content.
- Posted Jan 24, 2019
As we reach the end of the year, it's important to review, reflect, and strategize on what's working and what's changing, and begin to plan for the year ahead. Here are some content marketing trends to steer you in the right direction and to help you take a new approach to improve your content marketing in 2019.
- Posted Dec 20, 2018
Overall, the pumpkin product obsession accounts for $361 million in US sales. So, what exactly can we learn from the success of pumpkin-spiced products and how it can relate to your seasonal strategies?
- Posted Oct 18, 2018
Can you imagine content tailored to hormones? Well, you should, because emotionally triggered marketing strategies are winning the trust of many and is the key to a virtual "buy button" in the brain. Here are a few of strategies to test in your own marketing campaigns.
- Posted Sep 20, 2018
When fake news threatens real news, the origin of content begins to matter more. It's no longer a question of how you can use content to enhance consumers' perception of your brand and their trust in it—it's a necessity.
- Posted Aug 23, 2018
Today, stories have gone far beyond the campsite. They are at the core of memorable marketing campaigns. Companies now use content marketing as a powerful relationship tool for creating authentic connections and engaging and building stronger customer relationships.
- Posted Jul 19, 2018
To truly engage with your audiences, there's a need for both short-form and long-form content. Each has its own benefit. That being said, neither will serve your company (or the reader) if not planned and executed properly, or if it feels like it wastes the reader's time. A brand must earn and re-earn customer loyalty throughout the buying journey—staying relentlessly relevant at every turn. Below is a brief overview of when to use short-form vs long-form and considerations of why.
- Posted Jun 21, 2018
In this new frontier of branded marketing, marketers are asking themselves, "How can we ensure a presence on voice assistants and drive outcomes at scale?" Here are a few considerations marketers will need to keep in mind to incorporate artificial intelligence (AI) into their content efforts.
- Posted May 17, 2018
There used to be a clear separation between sales and marketing, but the new reality is that marketing is quickly becoming a source of growth and productivity. Traditionally, marketing is viewed as a cost center that builds awareness and shapes brand perceptions. But the line between sales and marketing has blurred considerably.
- Posted Apr 19, 2018
There's a power shift happening in the customer journey. This puts customers in the driver's seat—giving them power over which brands sink or swim. Getting to the truth has never mattered more—and customer experiences may be the solution.
- Posted Mar 22, 2018
Many organizations have begun planning their editorial calendars and content strategies for the year. This is a perfect opportunity to consider refreshing your approach. If your content marketing is in danger of becoming stale, take time to increase the quality of what you're distributing.
- Posted Feb 15, 2018
According to a benchmarks and trends report from the Content Marketing Institute, 62% of B2B marketers in 2017 reported that their content marketing strategies are more effective now than they were in the previous year. So, what content marketing trends should smart content marketers and business leaders be paying attention to in 2018? To springboard your B2B and B2C content marketing efforts, here are six significant trends to inspire your strategy for the year ahead.
- Posted Jan 18, 2018
Social media is not only transforming the investigative abilities of those who are researching brands, it has changed the entire sales funnel—turning nearly every aspect of the customer experience on its head. No longer just about conversations, social media is now also about commerce.
- Posted Dec 14, 2017
We are all aware that consumers increasingly distrust brands—and we all want to find the right path to win our customers' hearts and minds. Without a solid foundation of mutual trust, it can be difficult. To build trust and maximize your ability to gain market share, consider incorporating a customer advocacy program into your sales and marketing activities.
- Posted Nov 09, 2017
When you think of content marketing, understandably your first thought may go to marketing to your customers. Yet, no business should overlook fostering better communication (and collaboration) among your own employees. So, why is internal marketing so important?
- Posted Oct 26, 2017
Brands have a remarkable opportunity to use storytelling strategically to strengthen customer relationships. It can forge, or restore, a company's reputation by informing and delighting customers. Here are a few elements to consider when planning your storytelling marketing strategy.
- Posted Sep 14, 2017
The sales process is growing more complicated. Customers are engaging with businesses through a diverse range of touchpoints and platforms. Salespeople are no longer in control; buyers are. It's essential that marketers provide their sales teams with the necessary tools and assets to maintain meaningful conversations with their prospects and customers—and adapt to the new way that customers are buying.
- Posted Aug 10, 2017
What would you give to read your customers' minds? How much better could your content marketing be if you could tap into the wants, needs, and annoyances of your target audience? This capability may be more accessible than you think.
- Posted Jul 27, 2017
Digital transformation has impacted nearly every part of the business world. Executives in all industries are leveraging emerging technologies to reshape their company's operations, business models, products, marketing, and goals for future growth. Some companies are progressing better than others in the pursuit, while many are only beginning to embark on the journey. But, many industries and departments are finding it difficult to navigate through the digital marketplace.
- Posted Jun 15, 2017
When considering technology as a marketer, maintaining a full scope of relevant options and channels that can be utilized is important. Here are items to consider in advancing your content marketing with the use of technology and to emphasize the most important aspect—your customer.
- Posted May 18, 2017
Your brand advocates are your secret marketing weapon.Harnessing the people who use and love your products and services—and deliberately inserting them into your marketing and sales process—is the holy grail of business growth.
- Posted Apr 20, 2017
Today's marketers need to produce high-quality email marketing campaigns that truly resonate with customers to drive engagement. In a world of vast amounts of digital content, this requires strategic thinking and analytics to scale and achieve success. It's no longer good enough to blast your list with newsletters. Your strategy has to evolve.
- Posted Mar 16, 2017
It's no secret that video use in content marketing is on the rise. Online video is becoming an efficient means for people to gather and consume information quickly and frequently impacts purchasing decisions. However, many businesses are failing to include it as part of their marketing strategies—doing so at their peril.
- Posted Feb 16, 2017
You may be wondering what to expect in 2017 and beyond. It's going to be even more challenging than today. To stay ahead of the competition, you'll have to prepare. These trends present opportunities for both B2B and B2C marketing.
- Posted Jan 24, 2017
It's important that brands recognize who and where their target audience is and how likely they are to adopt their product or services. Let's review why, how, and where you should start.
- Posted Nov 24, 2016
Social media gives content a voice. It is one of the most effective tools for businesses to attract new customers, build loyalty, and increase conversions. Being social offers brands in any industry the opportunity to engage and interact with audiences. Here are six ideas you should consider when pairing content marketing with your social media strategies.
- Posted Oct 27, 2016
For many businesses content marketing is one of the largest and most profitable customer acquisition channels. To help stay top of mind and ahead of your competitors, it's vital to transform your content marketing and raise awareness. Here are some solutions to help your team take the lead in the "attention game."
- Posted Sep 29, 2016
The demand for content has grown significantly over the last few years. The interaction customers have with your brand during their buying lifecycle has become the critical differentiator in today's global marketplace. However, you may be surprised to find how much of an impact content can have on the customer and how it can guide the buyer's purchase decision. It can either win over a lifetime's worth of wallet-share or alienate a customer completely.
- Posted Aug 30, 2016
The marketing materials you create for your business can include blogs, ebooks, social media posts, videos, infographics, case studies, and more. Regardless of the marketing tactics you use, content marketing should be part of the process. And the more types of content you produce, the more powerful your content marketing efforts become. To get the most value out of the content they develop, here are eight things marketers should consider.
- Posted Jul 28, 2016
People are natural storytellers. For centuries, storytelling was the primary way that cultures around the world preserved their traditions and kept their customs alive. Over the last few years, B2B marketers have strayed from one of the most natural, easy ways to influence an audience-the art of storytelling. It is as though metric-packed case studies have replaced the purposeful narrative. Many marketers have been so focused on metrics, proof points, efficiency, and buzzwords that they've lost sight of the fact that customers are human beings who crave a good story. It is no surprise when they stop reading.
- Posted Jun 23, 2016
It's no secret that one of today's top marketing directives is to deliver engaging content experiences across multiple digital channels. Content marketing is increasingly seen as an effective way to turn prospects into customers. To do this successfully, you must have an intimate understanding of your customer. They need to be a part of your DNA. You'll want to identify, fingerprint, and guide the journey to know each of your customers.
- Posted May 26, 2016
The relevance of content marketing continues to rise. Brands that wish to succeed in this area have dramatically increased their investment in creating high-quality content and promoting it effectively. But some have found themselves unable to make the connection between customers and company, which creates a gap. Although their objective is to "get found," companies often find there's an unexpected contrast between the reasons why they "do" content marketing and the actual results of reaching customers.
- Posted Apr 28, 2016
Is great customer service really worth the effort? It might seem like a no-brainer, but many businesses struggle with this question. The answer is yes: loyal customers are satisfied customers. Therefore, succeeding in today's business world requires an intimate understanding of your customers in an effort to build loyalty.
- Posted Mar 24, 2016
If you are immersed in the marketing world, you may have heard the phrases "big data," "predictive analytics," and "microtargeting" tossed around. As we all know, knowing a buzzword doesn't necessarily mean you truly understand the concept. So, let's break down the concept of predictive analytics a little further and explore how it applies to marketing.
- Posted Feb 25, 2016
Email marketing campaigns are essential to any marketing strategy. An email is a powerful tool to communicate and build relationships with your clients and prospects. They provide important insights, generate leads, and (most importantly) convert sales. In order to get the most ROI out of email campaigns, the email design should be cohesive with corporate brand elements such as the website, advertising campaigns, and collateral to make it resonate with customers.
- Posted Jan 14, 2016
The customer journey reached a tipping point in 2014 when the volume of mobile traffic overtook desktop traffic. Forrester estimates that mobile and tablet commerce will top $293 billion in 2018. Mobile moments--anytime that a customer pulls out a mobile device--are redefining customer relationships according to Forrester. And, Forrester's statement couldn't be more accurate, "In an era of empowered, perpetually connected customers, you need your customers more than they need you. To succeed, you must get serious about the way you define, implement, and manage the customer experience."
- Posted Nov 12, 2015
Business-to-developer (B2D) marketing is emerging as a priority for many B2B marketers. Developers are a vital audience, because they are the practical builders who design, develop, and maintain business-critical applications and services. And, the mobile enterprise business application market is expected to reach $61 billion by 2018. How can marketers reach developers, and engage, support and speak to them in a way that doesn't drive them running in the other direction?
- Posted Oct 08, 2015
The campaign will always be a major part of a company's strategy in both B2B and B2C marketing. With a history of being short-term, one-way push marketing initiatives, campaigns can be very effective in driving sales and are easily measured for ROI. Campaigns also generate spikes of engagement. But the nature of a spike is that it can suffer a big drop, leading to periods where there is no engagement at all. In that lull another brand could win customers' attention, one that markets more consistently over time. Putting in place an always-on content marketing strategy is easier said than done, but here are few basic points to consider.
- Posted Sep 10, 2015
While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.
- Posted Aug 20, 2015
B2B brands have been playing catch up with consumer brands in social media for a few years, but the industry is picking up pace and social media is now an integral part of B2B content marketing strategy. Meanwhile, social networks like Facebook, Twitter, and LinkedIn are constantly changing - whether they are adding new features, creating new ad products, or partnering with technology firms to augment their services. There are several B2B social media and content trends marketers should watch.
- Posted Jul 09, 2015
Content marketing has been dubbed a must have for every marketer's playbook. In fact, B2B marketers are creating more content than ever before, according to the Content Marketing Institute. While marketers are persuaded they must have a content marketing strategy, which lays the groundwork for success, there are six reasons why content marketing may not be for everyone.
- Posted Jun 11, 2015
Content marketing is quickly becoming a cornerstone of corporate marketing programs. In fact, 70% of B2B marketers are creating more content this year than the previous year, and 77% of B2C marketers have implemented a content marketing strategy. A marketing outsider who has deep expertise in the subjects that interest your customers can be a significant asset to a content team, even if they don't have any experience in the marketing, sales, or communications fields. Outsiders are often the very best people to turn to when you need to communicate without selling.
- Posted May 14, 2015
Even brands that have a ready supply of customer advocates sometimes fail to make the most of them. Sales people are connecting with prospects, and prospects are connecting with each other in more ways than ever, so marketing teams must provide advocacy and reference content to best showcase the customer and their successes. Ready to shake up your customer advocacy programs? Here are 10 new rules that every marketer should follow.
- Posted Apr 09, 2015
Virtual reality isn't a new concept, but it is quickly becoming a new reality. Just under five years after the release of the Microsoft Kinect, and amidst growing buzz around Oculus Rift, Microsoft announced the release of the HoloLens in conjunction with Windows 10. While HoloLens, Google Glass, Oculus Rift, and other wearable technologies are often discussed in the context of gaming and social media, it's important for marketers to consider these devices and their implications customers and on content strategy.
- Posted Feb 12, 2015
Marketing to busy audiences is increasingly complex. It requires strategies to engage multiple stakeholders throughout multi-stage sales cycles, conducting an intelligent dialogue, and making a well-reasoned case for engagement. Successful marketers take a comprehensive view of their customer by considering their changing industries, job roles, jargon, challenges, threats, pain points, aspirations, and opportunities. What remains eternally true throughout the marketing process is that the customer is at the heart of every business' success.
- Posted Jan 15, 2015