Editor’s Note: Today’s post comes courtesy of Mitch Solway, VP Marketing at Vidyard, a video marketing platform provider. Marketers are ramping up commitments...
Editor’s Note: Today’s post comes courtesy of Mitch Solway, VP Marketing at Vidyard, a video marketing platform provider. Marketers are ramping up commitments and investments in video content, excited by its possibilities but also riddled with questions around how to drive the highest return from these assets. This is especially true for video content at the top of the funnel. The top of the funnel, by definition, is where you’re going to drive the most traffic and it’s...
Editor’s Note: Today’s post comes courtesy of Mitch Solway, VP Marketing at Vidyard, a video marketing platform provider. Marketers are ramping up commitments and investments in video content,...
Successful organizations of all sizes—from one employee to thousands—sit on rich wells of content that never get tapped into. Those wells are called...
Successful organizations of all sizes—from one employee to thousands—sit on rich wells of content that never get tapped into. Those wells are called employees. Peter Drucker nailed it: “The most valuable assets of a 20th-century company were its production equipment. The most valuable asset of a 21st-century institution, whether business or nonbusiness, will be its knowledge workers and their productivity.” Read more at Knowledge Worker Performance. So how do you...
Successful organizations of all sizes—from one employee to thousands—sit on rich wells of content that never get tapped into. Those wells are called employees. Peter Drucker nailed it: “The...
I was talking to a young man the other day who was looking to hire an entry level marketing person. The goal (he's got a recruiting business) is to build a...
I was talking to a young man the other day who was looking to hire an entry level marketing person. The goal (he's got a recruiting business) is to build a database: The conversation went something like this: Me: A Database? Him: Yes, we want to build a database of email addresses, names, titles, college, age.....that sort of thing. Me: What for? Him: Our goal is to use email marketing to recruit people who went to college in our state, left the state after...
I was talking to a young man the other day who was looking to hire an entry level marketing person. The goal (he's got a recruiting business) is to build a database: The conversation went...
When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are...
When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are convinced by your company’s name, custom URL, company description or accompanying copy that what you have to offer may be exactly what they’re looking for. When they arrive, whether or not you have the opportunity to engage them further depends on one thing: the online experience. Much of that experience will be your...
When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are convinced by your company’s name, custom...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to reach with your message. And that takes planning. An article in Inc. magazine lists “The Essential Elements for Enterprise Content Marketing.” At the top? Strategy, or “Centralized strategic alignment of processes, objectives, tools, technologies, staff and partners.” Planning provides the infrastructure for...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to reach with your message. And that takes...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your website. Personas then help your marketing team—they can use these personas to focus your efforts on the users’ goals and needs. How do you do that? Try these tips. 1. Make the persona “real.” A persona should include a name and a picture. Develop demographic information including age, education, ethnicity,...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your website. Personas then help your...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or followed. How do you really know if your social media campaigns are effective? Metrics. Here are some important strategic considerations to get you started: Every effort should have a measurable objective. “We need to get this out” is not one. “We need to drive 1,000 people to this landing page” and “We need $2,000 in...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or followed. How do you really know if your...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What B2B content marketing tactics should you be considering? When it comes to B2B, your prospects are usually looking for information. That’s just the nature of the B2B sales cycle. So we’ve pulled together 9 straightforward ideas for you, some of which you might already be doing, and all of which give your prospects the...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What B2B content marketing tactics should you...
