Someday, someone will write a book called “Everybody Blogs.” If the stats are any indication, it will be dedicated to the Fortune 500.
But despite the popularity of corporate blogging far too many organizations burn out quickly, leaving deserted digital outposts that are eyesores on a website. This happens for a variety of reasons—a lack of resources, stretched bandwidth, halting collaboration on ideas…
Here’s another reason businesses give up on a blog: It just doesn’t convert
Don’t blame it on the platform. Well-written, customer-centric blogs are as powerful as ever for communicating with potential buyers and current clients…
Analytics are vital to the success of content marketing strategies. They link your content efforts and investments to quantifiable results such as lead and revenue generation. They demystify impact and value.
Common sense tells us that business buyers are primarily interested in the business value of a product. We think that unlike B2C buyers, who are more emotionally invested in products they use, B2B buyers care more about detailed product specs, competitive differentiators, and value propositions.
Of the hundreds of B2C brands researched in this study by Google, the CEB, and Motista, most have emotional connections with 10%-40% of consumers. Meanwhile, B2B brands elicit an emotional connection with more than 50% of their buyers. So much for common sense.
Why? Because companies are investing more budget than ever before in their content marketing efforts. If they want to see any return on investment, those same companies must also hire someone to manage the development and promotion of all of that content.
But, aside from writing and editing skills, what specific characteristics should you look for when hiring a director of content marketing? Here are five key qualities that will ensure you’re…
These days, many of us are revenue marketers. We’re tied to (and measured on) lead, opportunity, and revenue numbers, just like our sales counterparts. It doesn’t matter how much engagement we drive. If we’re not driving business, we’re failing.
But do you really understand how your content supports your business objectives? Or how to incorporate content into your marketing strategy? If not, it’s time to figure it out—for the sake of your business and your career.
When it comes to planning, producing, and publishing content, seasoned content marketers know that manual systems just don’t cut it.
Version control, streamlined approval processes, and up-to-date editorial calendars are essential ingredients of successful content marketing efforts. Leave one out, and you risk dismantling entire campaigns.
Many organizations have identified this need. To fill it, they’re often deciding between project management tools and content marketing software.
Project management tools—like Basecamp, Trello, and JIRA—are great at establishing processes and prioritizing tasks. But for marketers—particularly revenue marketers—there are important limitations to consider with…
In the content marketing industry, we spend a lot of time thinking about strategy—that very important phase in our content planning process where we figure out what content we need to create, why we need to create it, and who we’re creating it for.
But having a solid content strategy in place isn’t enough. Marketers must develop a workflow that outlines exactly how that well-planned content will be produced and published.
When it comes to content marketing workflows, there’s no one-size-fits-all model.
Instead, workflows are heavily influenced by your organization’s unique team structure, internal approval process, and the tools and…
You may have heard the term “revenue marketer,” but do you really know what it means?
The term “revenue marketer” was coined by The Pedowitz Group in 2010 to describe a modern B2B marketer who is held responsible for revenue and the top of the sales funnel.
A revenue marketer is different from a brand marketer. While both marketers aim to increase brand sentiment, brand awareness, and the number of customers who purchase a product, only the revenue marketer is accountable for actual growth in sales or revenue of a business.
I fell into marketing quite by accident. I was going to be a tour manager, watching over band members and tweeting pics of performances.
Instead, now I’m watching over brand mentions and tweeting pics of sad puppies.
While the skills I honed in the music industry translated fluidly into marketing, I still had a lot to learn.
As recent research from the Content Marketing Hiring Handbook shows, marketing hiring managers are looking beyond candidates with marketing and PR degrees for content marketing positions. While these graduates and aspiring professionals may have translatable skills such as…
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.