Industry Insights

There are many content marketing tools that rely on data or science-backed logic to help you enhance customer retention. This is a list of five such tools that function across different channels and what you can use them to create.  
By - Posted Apr 28, 2017
As any pedestrian trying to navigate a big city sidewalk can attest, text messaging apps can be dangerously engaging. Chatbots are automated messaging apps designed to keep users engaged. They're about to have a big impact on marketing content (including video), and account-based marketing, in particular.
Posted Apr 21, 2017
Over the last decade, we've seen traditional Enterprise Content Management (ECM) solutions evolve from simple document management and content storage repositories to more complex business process management and content collection systems - frequently via acquired technologies. This "Jack of all trades" approach, however, leads to a common problem: they do everything okay, but nothing extraordinary.
By - Posted Apr 19, 2017
Many marketers view a "drive to web" campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next campaign. This approach is outdated and doesn't leverage the latest technology, tools, and marketing software that can help build more personalized and dynamic campaigns. There's vast room for improvement in drive-to-web campaigns through analytics and optimization.
By - Posted Apr 12, 2017
Programmatic advertising has emerged as one of the most efficient ways for marketers to reach audiences anywhere they are on the web in real-time. Research firm eMarketer estimated that in 2016, 73% of all digital display ad dollars in the U.S. were transacted this way. If you want to market your business or service, programmatic advertising should be in the consideration set of tactics.
By - Posted Apr 05, 2017
Research conducted by the Content Marketing Institute and Marketing Profs shows that 85% of manufacturing marketers are now participating in content marketing. At a basic level, best-in-class content marketers know that the most efficient way to get an audience hooked on content is current, relevant, and compelling material. Keeping your content fresh is critical to a successful marketing strategy.
By - Posted Mar 31, 2017
With passionate basketball fans gearing up for an exciting tournament season, it's an ideal time for brands to capitalize on these events to reach massive audiences through strategic campaigns. With that in mind, here are three key tips to help marketers win big and engage fans this season.
By - Posted Mar 24, 2017
Gmail started categorizing all incoming emails and sorting them to separate tabs with in the inbox. Nearly four years later, email marketing is alive and thriving despite prophecies that Gmail's tabbed inbox would make email marketing irrelevant.
By - Posted Mar 17, 2017
In today's evolving digital era, marketers' quest toward stellar, customer experience-driven content is never ending. As much as organizations would love to discover the secret to global content marketing before their competitors do, this is easier said than done.
By - Posted Mar 15, 2017
In an age where consumers are exposed to more brand messaging and sales tactics than they know what to do with, creating top-notch content is the key to showing the world exactly what makes your brand stand above the rest in conveying your unique selling proposition.
By - Posted Mar 08, 2017
Thanks to its unique ability to tell stories, content is every brand's weapon in the battle to deliver differentiated customer experiences that capture and convert. As brands start to recognize the value of content-driven ecommerce experiences, there's never been a greater need for web content management systems and ecommerce solutions to move closer together into a seamless workflow.
By - Posted Mar 01, 2017
For most businesses, organic search traffic is one of the most important sources for sales leads. However, competition is fierce for high-value search terms and it can seem like an almost impossible task to complete with competitors already well-established within your market. Fear not as with a well-structured content strategy there is usually lots of room to target niche search terms that pull potential customers towards your content that can produce almost immediate results.
By - Posted Feb 22, 2017
Putting your budget on the line for a new platform can be nerve-wracking, but it doesn't have to be. Whether you're searching for the perfect email automation platform, social media management tool or cloud-based content calendar, the guiding principles leading up to the decision are the same. Here are seven ways to navigate the options like a pro while keeping your sanity in check:
By - Posted Feb 15, 2017
What do you know about the content currently living on your website? Do freelancers create it or is it produced in-house? Who handles its management? Who edits and proofreads the content? A content audit is the answer to all these questions.
By - Posted Feb 08, 2017
In a survey conducted by top B2B marketing authority Pardot, 59% consumers said that the authenticity of a brand's content influences them to follow the brand. Marketers across industries are focused on creating more authentic brand messaging to connect with their target markets. Micro-influencers have an important role to play in the process.
By - Posted Feb 03, 2017
There's a fine balance you'll have to find, when you're trying to create content that readers will love, and that will appease the search engines. While it may be tempting to stuff as many keywords as possible into your content to up your rankings in search engine results, if your content isn't of any value to the reader, you'll find that whatever clicks you receive won't be worth much. Here are six vital steps to take when creating well-balanced online content.
By - Posted Jan 20, 2017
This year marks the 10-year anniversary of Google Trends, which provides up-to-the-minute data on popular search terms. Given the trillions of searches performed through Google every year, Google Trends provides unique insight into what is on people's minds. No wonder many brands have started using it for their content marketing. Used correctly, Google Trends can help you generate content ideas, strengthen your keyword research, and much more. However, it is important to note the tool has its limitations. Here's everything you need to know about Google Trends, as well as the dos and don'ts of using it in your content marketing.
By - Posted Jan 13, 2017
Push notifications can be a great help in your everyday marketing, but there is one important limit. Your contact will receive it only if he agrees to it. That's why your push notifications must be well-designed, strategized, and, most importantly, personalized.
By - Posted Jan 11, 2017
Adults in the U.S. spend an average of 5.5 hours watching digital video content every day. With so much video content viewed on a daily basis, brands need to start thinking differently about their marketing approach. Here are five key considerations for financial marketers looking to harness the power of video and stand out from the crowd.
By - Posted Jan 09, 2017
To unlock the full value of all enterprise digital assets, companies need a new approach to traditional Enterprise Content Management (ECM) - one that manages digital content, in all its forms, to meet today's requirements for massive scale and sophisticated digital asset management. New digital asset strategies require hyperscale management of digital assets to drive revenue across the entire business, embedding content into organizational processes with high performance, efficiency and security.
By - Posted Jan 04, 2017
For marketers, 2016 was a year of innovation and change. But some of the most prominent challenges and trends were familiar, while new ones kept emerging. Here's a look at five of the most critical from the past year.
By - Posted Jan 02, 2017
It's high time for brands to think about video content strategy, to create compelling content for their audience and efficiency for their business. Easier said than done. Over 300 hours of video is uploaded to YouTube every minute. Globally, more than half of YouTube views come from mobile devices. Brands need a video content strategy, and here are five actionable steps to creating one.
By - Posted Dec 21, 2016
Cass Sapir, customer success director at HapYak, talked to Gilbane Digital Content Conference goers about how he believes you can use interactive video to boost your video marketing techniques.
Posted Dec 16, 2016
There are many different stages to the content marketing funnel, with a variety of tools and services specializing in each one. But while focus and expertise are always valuable, it is the connection and synergy between the different stages that creates marketing magic.
By - Posted Dec 16, 2016
In marketing, we've reached an inflection point where the volume of data and processes required to run personalization initiatives at scale have outstripped human capability (even highly skilled ones). The micro-targeted customer experience is simply unsustainable with a traditional technology stack leveraging manual data modeling and human-curated, rules-based decisioning.
By - Posted Dec 12, 2016
Tim Lewis, producer of digital content at Continuum Management Services talked to Gilbane Digital Content Conference audiences about using videos to increase leads. See the video here.
Posted Dec 09, 2016
Transcreation changes are afoot. Here's what to expect in the next 1-2 years.
By - Posted Dec 07, 2016
Working with multiple SSPs can be a challenge. Therefore many publishers decide to focus on one unified platform. The vast number of platforms in the market makes it hard to choose which one is the right one for them. How should publishers evaluate the different platforms? Well, it seems that the best ones out there have a few things in common.
By - Posted Nov 30, 2016
An analysis of nearly 350 content marketing campaigns based on data-driven visualizations by Fractl revealed even traditionally dull industries can leverage visual assets, and that more interesting verticals could add some creativity to their content to boost engagement. Here are the four primary data visualizations big brands and publishers alike have leveraged for engagement in niche verticals, and some takeaways for marketers trying to get into this growing trend.
By - Posted Nov 18, 2016
Being proactive in SEO is perhaps the most abstract of the 5 Pillars of SEO. It is also perhaps the most important. The simplest way to think about proactiveness and how it relates to SEO is to always be informed and prepared. Sandra Wallace not only needs to understand her own niche in the RC hobby industry, but she needs to develop an understanding of the SEO industry as well.
By - Posted Nov 16, 2016
There is no one way to establish a brand newsroom. Small and medium-sized companies can follow larger enterprise examples, but will likely see the most success if they tailor their own newsroom to accommodate their goals.
By - Posted Oct 31, 2016
Visitors are three times as likely to convert on your LinkedIn page as they are on your Facebook or Twitter pages. So building a strong presence on LinkedIn can be beneficial for your business. Fortunately, the apps that are available cover a multitude of functions, allowing you to organize and streamline your LinkedIn marketing efforts.
By - Posted Oct 28, 2016
Many marketers are working with digital agencies to create effective global marketing programs. While creative agencies can help to design campaigns that reach customers across a wide array of digital and traditional channels, they often lack localization and translation expertise to ensure that campaigns resonate from region to region. But savvy digital marketing agencies are partnering with language service providers and localization experts to further expand their capabilities.
By - Posted Oct 26, 2016
Snapchat offers some obvious routes for a brand to gain exposure, and some are already mainstream: sponsored lenses, sponsored Geofilters, and Snap ads getting you in front of Snapchat's millions of users. If you're a smaller brand or interested in reaching Snapchat users in less conventional ways, we're ready to shine light on some corners of Snapchat you might not have considered in your marketing approach.
By - Posted Oct 21, 2016
The SEO industry is constantly changing. It is important that Sandra Wallace and her business, Wally's Hobbies, keep up to date with all these changes. Where should she be doing her research?
By - Posted Oct 19, 2016
Mobile-first strategy is a must, but an often overlooked part of that is Local SEO. Learn why and how you should incorporate local searches into your strategy.
By - Posted Oct 12, 2016
Gilbane 2016 presenter Bruno Herrmann gave us a preview of the many lessons he will be sharing in his workshop on content globalization. You can now sign-in to see the webinar on-demand.
Posted Oct 10, 2016
As reflected in the mega popularity of products like Instagram and Snapchat, today's users want to feel immersed in a visual experience. As they scroll through timelines and feeds brushing past photo after photo, consumers are forgoing language and pervasive sales pitches in favor of witnessing a brand interact with Facebook fans and Twitter followers. Localization is how you stand out, and visual content marketing is making it more achievable than ever before.
By - Posted Oct 05, 2016
Even as global readership rate increase across the digital news sector, UK publishers are struggling to adapt to the industry's shift from print to online media: PwC's latest Entertainment and Media report covering 2013-2017 projects that the UK's B2B publishers, newspapers, and consumer magazines will see a net fall in revenues over the next four years. With 22% of UK adults now using ad blocking software, native content is proving to be a smarter way for publishers to replace print ad revenue than banner ads and popups.
By - Posted Sep 28, 2016
Take a deep dive into the third pillar of SEO: Thinking Outside of the Box. From link-building to newsjacking, this is everything you need to know about getting creative with your SEO.
By - Posted Sep 27, 2016
There is no doubt that programmatic has revolutionized online media buying and that it offers significant benefits, but this road to opportunity is ridden with obstacles such as viewability and traffic fraud. Mobile programmatic advertising can be challenging in many ways but when done thoughtfully and strategically, the ROI can outweigh the challenges.
By - Posted Sep 23, 2016
Video is taking over the web--especially the social web. Facebook continues to evolve its offerings while LinkedIn is just finally hopping on the video wagon. Here we discuss the differences that are pertinent to marketers.
By - Posted Sep 21, 2016
The programmatic ecosystem has evolved significantly over the past several years, and personalized retargeting as one of many programmatic solutions has become more and more prevalent. Today, it is obvious that using a single retargeter is not always optimal. In fact, running two to three retargeting campaigns with different providers can bring much better results without any additional cost. Here's why it works.
By - Posted Aug 29, 2016
Self-learning systems have been adopted in various fields, ranging from self-driving cars to robotics. Google, the world's most popular search engine has now integrated its own machine learning system as a part of its search algorithm. In this article we will delve into exactly how you can create and optimize your content for Google's RankBrain.
By - Posted Aug 26, 2016
Whether you're with Clinton's campaign or on Trump's campaign, it's impossible to ignore the fact that the 2016 presidential race is a game-changer, in more ways than one. And it's not just because of the candidates--it's about how these candidates are connecting with their audiences. Email marketing is, once again, playing a big role.
By - Posted Aug 17, 2016
As Olympic athletes and spectators unite, representing more than 200 countries and speaking 180+ languages, the games become more than an athletic competition--they are a celebration of the world's cultures and heritages. This can create challenges for Olympic brands and marketers alike who must create and distribute content that resonates equally with an incredibly diverse audience. As a result, brands are looking to translation strategies and solutions to help facilitate unity at the summer games and create camaraderie and shared experiences around this special event.
By - Posted Aug 12, 2016
What do Uber, ipsy, and Fitbit have in common? Content marketing has worked wonders for each brand's reputation and reach. My team and I analyzed each company's approach in a recent project to examine the impact of a smart content strategy. Even if your business isn't mega successful, content marketing creates an even playing field by leveraging your potential reach. Here's what we found.
By - Posted Aug 10, 2016
With a tidal wave of young users, live streaming video has become the hot new property for social media companies. Facebook put its full weight into Facebook Live. Twitter acquired Periscope. Google is even reportedly building a future Facebook and Periscope competitor called YouTube Connect. But a big question has been whether anyone can make a profit off of live streaming. One of the top competitors, Meerkat, is already bowing out and looking at other opportunities.
By - Posted Aug 08, 2016
Understanding your niche is a foundation for any marketing campaign, SEO or otherwise. Businesses need to know who they are appealing to, what attracts an audience, and even better, why potential customers are attracted to particular pieces of content or use certain keywords in their online searches.
By - Posted Aug 03, 2016
In today's digital economy, companies see the revenue potential offered by data monetization and are striving to capitalize on it--preferably before their competitors do. This is particularly evident in the publishing industry, where some companies are already achieving incremental success by leveraging existing data about their consumers to generate new revenue streams. However, the majority of companies still need to determine how they want their organizations to leverage consumer data. More importantly, they need to consider how to synergize data trends emerging around both their existing base of consumers and a target demographic that may present new revenue opportunities, all of which is going through a degree of disruption in the market.
By - Posted Jul 29, 2016
Pages
1
2