Chronicling the Content Marketing Revolution
Gigi Griffis is a content strategist and web writer with a special love for travel/tourism, agencies, and newbie entrepreneurs. In 2010, she quit her agency job and started Content for Do-Gooders. You should follow her on Twitter: @gigigriffis.
In the last year or so, I’ve noticed a brilliant shift in the world of online marketing. As you know, many of the companies that are growing at a fast clip are using content marketing. They’re communicating with their customers. They’re giving away information for free. But even more than that, the really successful online [...]
We talk a lot about content problems—how to identify them, solve them, and make everything a whole lot better. But sometimes it’s important to take a step back and ask where that content problem came from in the first place. Why did we find ourselves in that particular pickle? When I ask this question on [...]
If you work in a large organization, chances are you’ve run into some content challenges that feel pretty darn overwhelming. After all, auditing 10,000 pages, running multiple blogs and social media accounts, and wrangling dozens of writers, editors, contributors, and stakeholders is no walk in the park. Content is hard in small organizations too, but [...]
Last week, we talked about two common content marketing concerns—generating ideas for engaging content and having the time to produce that engaging content—and I proposed that part of the solution is content re-use. By re-using existing content or creating new content that can be re-used in multiple places, we can reduce the time spent on [...]
One of the most common concerns for businesses considering content marketing is this: “I would start a blog/newsletter/campaign…but how will I possibly come up with enough ideas to keep things going?” Then there’s this one: “We’ve got this great new idea for a newsletter/blog/microsite, but, holy crap, where is the content going to come from?” [...]
A few weeks ago, we talked about Eloqua’s research on today’s sales funnel, which tells us that as much as 70% of the customer’s journey is complete by the time they contact your sales department. In that article, we talked about how this statistic impacts modern marketers—making engagement and content priority one. And, turns out, [...]
The sales funnel is changing. Customers at the top of today’s sales funnels are invisible to businesses, researching, reading, and evaluating companies without ever picking up the phone. The sales funnel itself has started to look less like a well-defined funnel and more like a maze full of possible touch-points. And marketing—particularly content marketing—has a [...]
You probably already know that the gap between marketing a few years ago and marketing now is a massive one. The sales funnel has become less like a funnel and more like a maze. The role of the marketer is shifting and growing. And the competition for customer attention is fierce. That’s probably why the [...]
“SiriusDecisions estimates that the buyer’s journey is 70% complete by the time a sales person is contacted.” – Eloqua’s Grande Guide to Sales Enablement Let’s pause here and take that in. 70% of your sales funnel happens before you even know you have a prospective buyer. If you’ve been in marketing for even a few [...]
Once upon a time, ad agencies ruled the roost. You already know this. It’s why we have shows like Mad Men, where what it took to sell things was just some really smart, gorgeous advertising. It was all about creative campaigns. It was about talking to your customers. It was, essentially, a one-step sales funnel. [...]
