Inbound marketing enamora a los “marketeros”, pero no logran sacarle todo su jugo – vía @MkDirecto


Esta es la táctica de marketing inbound más eficaz pero también la más difícil según una encuesta de profesionales de marketing B2B y B2C de todo el mundo, realizada en septiembre de 2013 por Ascend2 y Research Underwriters.

La automatización del marketing es una técnica para hacer las tácticas de marketing entrantes más estratégicas y complementarias, así como reducir la cantidad de las conjeturas de marketing inbound, pero la encuesta encontró que pocos emplearon la automatización de marketing. Sólo el 16% de B2C y el 14% de B2B informaron mediante la automatización de marketing para gestionar su marketing inbound. A pesar de esto, más del 40% de ambos tipos de empresas emplean la automatización de marketing de forma limitada, lo que indica que el consumo podría aumentar en un futuro próximo.

El 45% de los marketeros calificaron su estrategia de marketing inbound como un gran éxito frente a sólo el 9% de los marketeros con un fracasado marketing entrante.

El estudio encontró también que la integración es un factor clave que distingue el éxito del fracaso. De hecho, el 67% de las empresas que lograron buenos resultados de marketing inbound habían integrado el programa de marketing inbound, frente al 9% de los exitosos que no lo había integrado.

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Digital Marketing Roadmaps – Vía @intersection1


social media strategy roadmap


Are you a fan of those BIG strategic reports? You know… the ones that never get read, gather cobwebs at the back of your filing cabinet or get used to keep the door to your office propped open. 

You will be happy to know that your Intersection Digital Marketing Road Map will be presented in a visual, concise and easy to read format.

You will receive a straightforward, no-nonsense plan that includes sets of strategies, tactics and objectives for your organization to work through over a six to twelve month period.

The following areas make up the framework that’s used to design your digital road map:

  1. Research
  2. Planning
  3. Implementation
  4. Management
  5. Measurement

The end result is a manageable plan that is customized to your specific marketing and communication needs – and takes into account the capacity of your organization.

Content marketing deserves a prominent place in your business operations


 

We know how important it is for small businesses to create killer content. For many small business owners, however, the idea of content creation is a daunting one. And why not? Blogging isn’t always easy, especially if you don’t have the manpower or in-house talent to help craft your content. When times are tough for small businesses and money is tight, allocating resources to content creation doesn’t necessarily seem like the smartest move, does it?
With this sort of mentality, it’s easy to let content marketing slide on your list of priorities. It may be more appropriate to think of a business’ content as an entity that does most of its work “behind the scenes.” While an article or two every few months won’t rake in the dough for the average small business, a steady stream of blogs and articles will develop a flux of new visitors and increased web traffic; such traffic ultimately leads to, well, leads.
Still, many skeptics continue to see the benefits of content marketing as somewhat of a fairytale. Where’s the proof? What’s the point? Where are the numbers?
The numbers do indeed exist, and here are some points for starters: 
  • 91% of business-to-business marketers are now using content marketing.
  • Businesses that blog actively generate 67% more leads per month versus those that don’t.
  • 79% of businesses are using content marketing for brand awareness, 74% for customer acquisition and 71% for lead generation.
What can we take away from such statistics?
  • Nearly every business today is taking part in some form of business blogging or content creation.
  • The more a business blogs, the more likely they are to create new leads.
  • Businesses are creating content for multiple purposes, not just to draw in leads or sell a product.
In short, most businesses are blogging and they’re seeing results. If your business isn’t blogging, chances are that you’re part of the minority. Furthermore, there’s a good chance that your competitors are creating content and therefore leaving your business a step behind.
There’s plenty we can take away from 2012 in terms of content marketing that will put small businesses on the right foot heading into 2013. Whether your business has already developed a content marketing strategy or you’re just getting started, take the following four tips into consideration. The marketing world is one which changes rapidly; staying ahead of the curve will help maximize your returns in terms of content creation.
Diversify Your Content

Is Content King? Thomson Reuters Editor And Taboola CEO Say — “Maybe”


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Imagine you knew you could write the best article of your life, but no one would ever read it. Would you bother?I asked Dan Colarusso, Global Head of Programming of Thomson Reuters, this question over breakfast in New York’s West Village a week ago. If there’s anyone who understands content, it’s Dan – given his background in infusing content with passion for a host of companies including Bloomberg, New York Post, and Condé Nast’s Portfolio.com, the place where his content vision first came together.

Like most meetings that involve an editor sitting down with someone who lives and dies by RPM and PageViews, we took turns constructively challenging one another: Content or Distribution? Quality or Quantity? Desktop or Mobile? Demo-targeting or intent-based content marketing? Leer más “Is Content King? Thomson Reuters Editor And Taboola CEO Say — “Maybe””

How To Kick-Start Blog Content


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Whether you’re still planning to start a blog or want to revive an old blog, you need a kick-start to help you get on the winning path. The most important element of your blog is your content. To kick-start blog content, you just need to read on and apply the tips that will be mentioned in this article. It’s now time to get started.

Research

How to Kick-start Blog ContentResearch is the most critical part if you want to kick-start blog content and create effective blog posts that will attract a lot of traffic. You basically need to know everything that’s going on in your niche along with what kind of audience you want to reach.

Also, you need to see the kind of competition you have and look at the most popular blogs in your niche. Take stock of current trends, news and events. Also, look at what readers are sharing and linking. Determine the most common concerns of your audience. Once you have done your research, you will be able to know what kind of content you need to create.

Determine the Most Common Questions from Readers

After the first step, you probably already have an idea of the topics readers are trying to learn about. The next step is determining the exact questions that most of these readers are asking. You need to find specific questions that most of your audience is asking.

A little online research can get you on the right track. Look at online forums and discussions regarding your niche and you will know what kind of questions are the most common. To kick-start blog contenteffectively, you need to know what kind of questions you should be answering.

Answer Those Questions Leer más “How To Kick-Start Blog Content”

Active vs. Passive Content Marketing | ioninteractive.com


BY SCOTT BRINKER 

According to the latest research from the Content Marketing Institute and MarketingProfs, 91% of B2B marketers have embraced content marketing. In fact, on average, B2B marketers are now allocating 1/3 of their budget for content marketing initiatives.

Marketers are making a big bet that content marketing tactics will deliver the outcomes they need: brand awareness, customer acquisition, and lead generation. These are their top organizational goals:

Brand awareness is important, but hard to quantify. However, customer acquisition and lead generation can be quantitatively measured. And indeed, more and more organizations are now tying these metrics directly to their content marketing initiatives. The top 5 measurement criteria for B2B content marketing success — with the customer acquisition and lead generation metrics emphasized — are:

  • Web traffic (60%)
  • Sales lead quality (51%)
  • Social media sharing (45%)
  • Sales lead quantity (43%)
  • Direct sales (41%)

So how well are marketers doing at achieving their goals with content marketing? Unfortunately, not as well as they would like. Only 36% of B2B marketers believe they are effective at content marketing — down from 40% last year.

Part of the challenge is creating great content. But great content is only the starting point.

To harness that content for customer acquisition and lead generation, marketers have two other responsibilities: distribution and value capture. Much has been written about how to distribute content with social, search, and paid campaigns. But ways of effectively capturing value with content marketing have received less attention. I’m only half-joking when I say that content marketing plans sometimes look like this:

  1. Create amazing content.
  2. ???
  3. Get more leads and sales.

When you author terrific content and successfully deliver it to the right audience, you have accomplished value creation. You have given your prospects and customers something of value. Depending on how it’s presented — do the people consuming the content clearly associate your company with the value delivered? — this achieves the first goal of building brand awareness.

But in the crowded and noisy digital marketplace, and in the busy lives of most prospects, that brand moment is fleeting. The question for marketers — and frankly, many prospects — is: what happens next?

Active vs. Passive Content Marketing >>>   Leer más “Active vs. Passive Content Marketing | ioninteractive.com”

How a New “Influencer” App Could be Your Most Powerful Content Marketing Weapon


By JOE CHERNOV
Content Marketing Institute

Last week, a member of a private Facebook group comprised of social media professionals asked if anyone could supply a list of influential event marketers. So far, only two names have been suggested. Yet in the past 90 seconds, I identified 297. Or, more accurately, Little Bird, a newly launched start-up founded by former ReadWriteWeb editor Marshall Kirkpatrick, did.

Little Bird is essentially a search engine for influencers, but unlike services such as Klout that assign a “reputation score” to people, Kirkpatrick’s tool starts with a topic and, based on Byzantine connections throughout the social graph surrounding the issue, works backward to the “insiders” who are most influential about that particular subject. 

Take “content marketing,” for example. Little Bird tells me Content Marketing Institute’s Joe Pulizzi tops the list of influencers, followed by Michael BrennerLee OddenC.C. Chapman and myself. Of course, naming the “known” people is the easy part. After all, Pulizzi runs this blog, Brenner and I were up for content marketer of the year, and Odden and Chapman have both written books on the subject. But Little Bird’s algorithm does more than surface the obvious. For example, it tells me that since making a move to OpenView Labs, Kevin Cain has begun making a name for himself in content marketing; that Deana Goldasich and Robert Rose have risen to prominence by listening to the right voices; and that nearly everything Cheryl Burgess tweets gets shared broadly.

In other words, Little Bird might just become a content marketer’s most powerful weapon, because it addresses the practitioner’s three most pressing needs: more content, better content, and wider distribution.

More content 

There is only so much you can write about your product or to your ideal customer persona before you begin repeating yourself. At some point, effective content marketers need to publish about topics adjacent to their product and buyer. They need to cast a wider net, so to speak. This is where Little Bird comes in.

Let’s say your company retrofits big offices with cables and locks to prevent laptops from being stolen. While most of your content will address the needs of IT and security personnel, you may also wish to capture the attention of facilities leaders and interior designers. You may even want office furniture manufacturers to consider integrating your attachment system into the industrial designs for future desks.

Chances are, you don’t know who these people are, what blogs they read, or what they care about. Little Bird can tell you not only who these insiders are, but also what topics they are talking about and what articles they are sharing. Imagine all of the real-time content ideas this information could inspire.

Better content (full story)