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

90% of Marketers Know the Importance of Content, but only 38% Have a Strategy

Author: Ally |

According to a recent survey conducted by Econsultancy, 90% of respondents (1,300 marketing professionals) believe that content marketing will continue becoming increasingly important within the next year, but a surprisingly low 38% of them actually have a content strategy in place.

It’s hard to say that a day goes by for marketers without hearing, talking, or reading about some type of content marketing strategy. This is clearly demonstrated by the 73% of respondents who believe that brands are becoming publishers. Why is it, then, that only 38% of companies currently have a defined content marketing strategy and only 55-58% say that they are planning one?

After seeing these numbers, I thought of a few reasons why companies wouldn’t have a content marketing strategy, and why those reasons are not acceptable excuses.

1. We don’t have time to create our own content…     Continuar leyendo «90% of Marketers Know the Importance of Content, but only 38% Have a Strategy»

If You’re Not Making Enemies, You’re Doing It Wrong

Digital Marketing And Social Media PR – The Future Buzz

Chris Brogan recently shared a post titled no enemies. And that’s a nice thought. It makes me feel fuzzy and warm inside. Except it is hardly the world we live in, and in fact I would say the opposite: if you’re not making enemies, you’re doing it wrong.

Last year I wrote a post about the fact that you need enemies and explained how they can light a fire beneath your digital marketing. I think the reasons outlined in that post still hold true today.

As Robert Greene stated in the 48 laws of power:

Law 2: Never put too Much Trust in Friends, Learn how to use Enemies

Be wary of friends-they will betray you more quickly, for they are easily aroused to envy.  They also become spoiled and tyrannical. But hire a former enemy and he will be more loyal than a friend, because he has more to prove.  In fact, you have more to fear from friends than from enemies.  If you have no enemies, find a way to make them.

This law is crystal clear when you look at some of today’s most popular brands of media.

Think about it, on the web enemies are a shortcut to attention. The strategies of some of most popular sites can actually be defined in one word: conflict. There is a reason TechCrunch, Gawker and similar publications have risen to meteoric heights of popularity. They’re not making any friends by telling stories through a polarizing lens. That’s not their purpose. And in a world where every company is a media company, the approach most potent for you may not be so different. Continuar leyendo «If You’re Not Making Enemies, You’re Doing It Wrong»

Traditional marketing models and search | via

Having spent 3 years (okay 4 – I repeated a year) at University studying marketing and business, I felt ready to step into the big wide world of a real life digital marketing agency and begin implementing all that theory I had been force fed over the previous years. Or so I thought.

Apparently I had been lied to…… all these cutting edge marketing models and theories, which had been so enthusiastically taught to us, proved to be a little redundant and dated when it came to digital marketing, and when I say a little, I mean totally. (In hindsight I should probably have thought it was a little suspicious that our most recent text book was published in 1986 and definitely raised my concerns when we watched a BBC video entitled “The Future of Online Marketing”, filmed in 2000!)

Not once in my role as an SEO Analyst, have I been asked to carry out a SWOT analysis for a new client’s site or a PESTLE analysis of the external environment of a client’s marketplace. Surely my intimate knowledge of Porters 5 force model would come in handy?! Apparently not. All that time memorizing the 7P’s of the Marketing Mix – wasted – I could have been down the pub or watching Come Dine With Me…. or could I? Continuar leyendo «Traditional marketing models and search | via»

¿Ya tienes un plan de Mercadotecnia Digital? |




Por Abraham Geifman
Twitter: @ageifman

La red se encuentra plagada de contenidos sobre las redes sociales y los nuevos medios digitales, pero más en el contexto de la ejecución que en la planeación misma. Es claro a estas alturas del juego digital que la Mercadotecnia tradicional no será sustituida por estas nuevas herramientas, pero deberán complementarse cada vez más para extender el alcance y persuasión de nuestros mensajes.

Cada vez son más las empresas que manejan el rol de Director de Mercadotecnia Digital, como líder de un área funcional cuya misión puede estar ensombrecida por la estrategia global de Mercadotecnia. Por eso es fundamental desarrollar y aplicar un plan de Mercadotecnia Digital, que deje claro ante toda la organización qué es lo que se espera de estas herramientas.

Yo les he preguntado a varios ejecutivos sobre sus expectativas hacia los medios digitales. Varios de ellos mencionan que pretenden obtener más seguidores, y la siguiente pregunta para ellos es: ¿y qué pretendes hacer con esos seguidores? Aquí es donde al interior de un negocio pueden existir diferentes posturas y visiones al respecto. Continuar leyendo «¿Ya tienes un plan de Mercadotecnia Digital? |»

Making tag management work for you: new report & infographic

The digital world is complicated and website tags sit at the heart of online businesses and marketing. In fact, effectively managing website tags, or tracking pixels, is fundamental to digital marketing

In the ROI of Tag Management, a new report released today in partnership with Tealium, we explore the role, challenges and opportunities for technology in handling vendor website tags.

The tracking pixel enables communication between vendors and websites and is key to most digital marketing technologies. Site analytics, optimization and personalization all depend on them, and while these technologies provide valuable data and capabilities, they also create complexity and work for the marketing department.

The ROI of Tag Management Report looks at one of the rare opportunities to increase ROI and simultaneously simplify life for the marketer, while giving them greater control over digital assets.

Tag management systems (TMS) were developed to counter a number of challenges, especially those brought about by the reliance on technology department resources. Survey respondents cited the top issues with manual tagging, including:

  • Delays in implementation as the tech department is overworked
  • Product and site development is slowed
  • Tag implementation is often incomplete
  • Tags slow down the website

    Some of the top findings from the report have been captured in this infographic:

What are the benefits of managed tag implementation? Continuar leyendo «Making tag management work for you: new report & infographic»

S. de Cock (Adobe) en #OMExpo: “Nuestras herramientas cubren el hueco entre la creatividad y el marketing”

múltiples herramientas a través de las cuales “desde las empresas tendremos que trabajar en equipo con otras personas y asegurarnos de que todos comprendemos y manejamos la herramienta correctamente”. Por ello es necesario que cubramos el hueco que existe entre la creatividad y el marketing, “para lo que Adobe ofrece todas sus herramientas, como el PhotoShop CS5”.De esta forma, “el proceso creativo se hace más eficiente”.

El siguiente paso de una buena estrategia de marketing digital sería la entrega de esos contenidos que ya hemos creado, “algo a lo que pueden ayudarnos las nuevas tecnologías”. En este sentido, los autores necesitan plataformas y herramientas que les permitan distribuir sus creaciones, algo que desde Adobe pueden contribuir a resolver con programas como el CQ5, para distribuir el contenido a través de diferentes canales y dispositivos.En cuanto al análisis de los contenidos, desde Adobe ofrecen herramientas analíticas para acciones de marketing digital “con las que ofrecemos una visión global de cada acción así como los resultados de la interacción de unos canales con otros”.Desde les ofreceremos próximamente los vídeos de OMExpo Madrid 2012. 

Aprovechar el potencial del marketing digital es algo a lo que Adobe Digital Marketing Suite puede ayudarnos. Así nos lo ha explicado esta mañanaSebastien de Cock, Enterprise Partner Solution Architect de Adobe Systems, en una ponencia celebrada en la feria del marketing digital OMExpo Madrid 2012, a la que estamos asistiendo desde

La sesión ha estado dirigida a los marketeros online y a los managers de e-commerce con el fin de demostrarles cómo se puede reducir el tiempo que dedican al mercado, enseñarles a evitar la brecha entre el marketing y las nuevas tecnologías y cómo pueden ejecutar y monitorizar las campañas multicanal.Sebastien comenzaba diciendo que “digital media es algo con lo que todos estamos familiarizados, que contempla herramientas creativas y de publicación de contenidos” pero “de lo que vamos a hablar hoy es de marketing digital”.

Para ello, “tenemos la adquisición y conversión de contenidos en primer lugar, contenidos que podemos sacar de diversas fuentes”.De esta forma, “el primer paso es crear contenido, después difundirlo, analizarlo y, finalmente, optimizarlo”, aseguraba Sebastien. Para la creación de contenidos, Adobe ofrece… Continuar leyendo «S. de Cock (Adobe) en #OMExpo: “Nuestras herramientas cubren el hueco entre la creatividad y el marketing”»

Ad Giant Thinks You’ll Pay for Media Again With the Content Project

TCP was created as a joint venture between two WPP subsidiaries: 24/7 RealMedia, a digital marketing and analytics company, and design firm Schematic. Restrepo says WPP’s technology, user-experience expertise, and “right relationships” will help TCP succeed.

So what exactly are these “right relationships?” Restrepo could only say that there would be a number of “major initial charter members” that would help introduce TCP when the service launches in early 2011.

With any paywall scheme, there are a number of important questions. How much access will users have to these sites? Which sites are involved in TCP’s network? Will consumers have to pay for sites even if they are not interested in subscribing to them? How will these network partners agree to share revenue? Is shared revenue a sustainable model?

Restrepo admits that “our solution isn’t going to be right for everyone.” As he puts it, TCP needs to “experiment before it can draw any hard conclusions.”

Fast Company Logo

BY Austin Carr

The Content Project

How much content are you willing to pay for online? That’s what providers from publishers to media outlets want to know as they gear up to launch subscription services. Hulu and the New York Times are just two of the many experimenting with paywalls. But the idea has yet to become viable among consumers who are used to free, ad-supported content. Continuar leyendo «Ad Giant Thinks You’ll Pay for Media Again With the Content Project»

Biggest brands: Top 100 online advertisers 2010

As many advertisers were forced to cut back last year, so media owners probably comforted themselves with the thought that no part of the industry was immune to the effects of the UK’s deepest recession since the 30s.

However, the latest research shows that digital media have, to some degree, managed to ride the storm. According to Nielsen, overall internet adspend rose from £461.4bn in 2008 to £506.3bn in 2009 – a 9.7% year-on-year increase. While half of the UK’s top 100 online advertisers cut their media spend in 2009, more than 80% of them increased their internet investment; many of them attracted by the prospect of solid ROI at a time when they were striving to cut marketing costs.

‘Advertising budgets overall have been slashed, but nonetheless advertisers want measurable returns,’ says Guy Phillipson, chief executive of the Internet Advertising Bureau (IAB). ‘They have had to use the budgets they do have really wisely and have learned more in the process.’

Whether the downturn has acted as a catalyst in this process is a moot point, but many industry figures believe that internet advertising has started to come of age in the past two years.

‘There’s obviously a macroeconomic picture of a move to digital from traditional channels over the last few years, and I think the recession has only sharpened that,’ says Chris Clarke, chief creative officer at digital agency LBi.

Ironically, the increasing refinement of brands’ online marketing abilities, allied to a general trend of online price deflation, has helped to take some of the edge off the growth of spending on digital (here excluding search, but including social media, affiliate marketing, mobile and online display in general).

Overall, financial services was the biggest-spending sector on internet advertising, though many of the biggest individual online advertisers were in the telecoms and media/entertainment sectors.

O2, Hutchison 3G, which owns 3, and merger candidates T-Mobile and Orange all increased their investment in web- based marketing. In the number-one spot, O2 remained by far the country’s biggest single online advertiser, allocating £15.2m, or almost 27% of its total media spend, to this platform.

While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself, writes Adam Woods.

As many advertisers were forced to cut back last year, so media owners probably comforted themselves with the thought that no part of the industry was immune to the effects of the UK’s deepest recession since the 30s.

However, the latest research shows that digital media have, to some degree, managed to ride the storm. According to Nielsen, overall internet adspend rose from £461.4bn in 2008 to £506.3bn in 2009 – a 9.7% year-on-year increase. While half of the UK’s top 100 online advertisers cut their media spend in 2009, more than 80% of them increased their internet investment; many of them attracted by the prospect of solid ROI at a time when they were striving to cut marketing costs. Continuar leyendo «Biggest brands: Top 100 online advertisers 2010»


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