Twice a year Duke University’s Fuqua School of Business—along with McKinsey and the American Marketing Association—does a big CMO survey. I love it. And the reason I love it is because it provides a consistent view into how marketing heads feel about the business climate, their marketing efforts, and other colleagues within their organization.
There are some great insights from this year’s survey, for example, that CMOs are under more pressure than ever before to quantify the value of marketing. But the number I find most fascinating in this round is the pace of change in how marketing is…
You’re not creating ads for interstate billboards, nor are you sticking your logo on the side of a sports arena. And you’re not really in the business of creating high-level brand awareness through video, either.
The more you can get your content to support other content assets, the greater your impact. Which is why using video as a supportive medium is a golden opportunity. You’re already thinking about optimizing your webpages, creating social media campaigns, and…
There’s no question—marketing technology is transforming the way teams work. It’s one of the biggest influences on how people within a business connect, collaborate, and execute marketing campaigns.
We’re in the middle of a marketing revolution driven by technology, and businesses have a front-row seat for how these changes trickle down into everyday workflow. To help you leverage the winds of change, here are four pivotal ways marketing technology will transform workflow and impact how your teams communicate—both with each other and with your customers.
1. Integration and alignment of content development processes
Financial services firms are facing some big challenges in marketing. Actually, that’s an understatement. Some of the pain points—compliance, customer trust, and the proliferation of digital information—are so pressing that financial services marketers hold off on launching innovative campaigns and stick to the basics: email campaigns, brochures, and website landing pages.
Today’s consumer, however, demands more from financial services firms. That’s because they’ve been burned by mismatched product offerings, excessive spam, and credit crises. Well-intentioned financial services marketers have high walls to scale in order to connect with their target audiences.
Are your landing pages optimized for B2B lead generation? You need to focus on conversion rate optimization on your pages, even if all your other online efforts are designed to attract prospects. High-converting landing pages are versatile and you can apply them to a variety of different campaigns with some careful consideration.
Online marketing is often more difficult for B2B firms because of the longer sales cycle. Most people define this as the length of time between the first customer contact and closing the deal. This used to be a linear process, but the Internet has added more client…
Marketers worry that “sexy” industries have a leg up, so to speak, in the content game. They cite clever Super Bowl commercials, controversial social media campaigns, funny Tumblr accounts…
Sure. There may be more examples out there of consumer-focused products and businesses pushing the limits and seeing returns, but risqué ads and controversy aren’t the only ways to get creative with marketing content.
Put away the textbooks and save the dry lectures for another day. Marketing is a great way to make education exciting.
Some of the best branded content out there is educational, including tutorials showing new users the ins and outs of a product, webinars on important industry challenges, and videos that provide useful information in a digestible way.
These four copywriting techniques are designed to improve communication between brand and customer. They harness the quirks and idiosyncrasies of our unconscious minds, in order to remove some of the typical barriers to engagement that limit your sales and marketing.
1. The Serial Position Effect
Bullet-point lists allow you to communicate key features and benefits in an immediately accessible way, working with your reader’s fleeting attention span while still getting your message across.
Content marketing has a process problem. Learn how SiriusDecisions recommends brands restructure their content factories to optimize efficiency and ensure the content being created is the content your buyers need.
Content marketing is cheaper, more effective, and better received by customers than traditional marketing efforts. Don’t believe us? Check out this full page of content marketing statistics, consistently updated with the newest research and findings.