Archives for Marketing Strategy

Hacks for finding and using internal data to improve marketing, sales, and customer success

This week on Get Found, Steve Farnsworth, CMO at The Steveology Group, joined me to discuss how to find and utilize your organization’s internal data to improve your marketing efforts. The conversation was a continuation of the previous week’s discussion around how marketing and sales can work together more productively to create a seamless experience for prospects and customers to improve conversions and retention. So often we focus on what is happening externally to our organization that we overlook some great opportunities outside of our departments to make headway. As Steve and I got to talking, we both touched on conversations
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Attribution Model Challenges for Marketers

How do you measure the success of your marketing efforts? Are you struggling to design attribution models that give you meaningful insights into the customer journey? Attribution models, flawed as they are, have become popular among marketers struggling to show ROI on their efforts. The challenge for marketers and brands is that most attribution models don’t give an accurate picture of the customer journey and fail to provide the kinds of insights that inform strategic decisions. While simple to understand and measure, first touch and last touch attribution models only provide a glimpse into the customer journey. Searching for ways
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How to Approach ABM From a Content Marketing Perspective

Now that account based management has begun its migration from a methodology used only by very large organizations to reach their largest potential customers to a way for brands of all sizes to rise above the content noise on the internet, content marketing departments are going through a mindset shift to adopt the best practices associated with ABM. In the last two years, the buzz around ABM has piqued the interest of content marketing and sales teams from a variety of companies of various sizes across the B2B marketing and sales space. The emerging technologies for marketing and sales are
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What is the Role of Content Marketing in Account Based Marketing (ABM)?

What is account based marketing (ABM)? How do content marketing and ABM work together? Account based marketing (ABM) is an established practice that has been getting a lot of attention as a new trend in B2B marketing. While most of the conversations have been around the marketing automation tools that help make this level of personalization possible, the participation of content marketers in the process has brought up a lot of questions and discussion of the practice. How does content marketing fit into this new model and how can content departments keep up with the demand for content that is so
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How Sharing Search Data Between Marketing Functions Makes Your Brand Better

What’s the difference between brands that have successful marketing programs and those still struggling to get the results they want? One word, synergy. Instead of focusing on single metrics generated by individual marketing functions, successful marketing teams are synergizing their efforts and unifying their messages to achieve successes that contribute to overall corporate goals. These efforts are unified around one compelling element – search data. Using search data, successful brands are unifying various marketing functions as aspects of a larger, strategic process and placing audience needs at the center. In the most successful organizations, content marketing, social media marketing, email marketing,
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Content Marketing’s New Role in Lead Gen, Demand Gen, and Retention

Why are we still differentiating lead generation and demand generation programs? Isn’t the goal of any marketing effort to generate awareness, create loyal audiences who become sales leads, and then lead those audiences to conversion? While there may be some technical differences between lead generation efforts and demand generation efforts, the end result should be an increased awareness of your brand and more qualified leads and conversions for your sales team. After all, a lead generation goal of gathering more email addresses and a demand generation goal of getting more people to visit your website and consume your content –
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9 Ways to Track Audience Behavior and Improve Engagement

How do you improve audience engagement with your content? You start by knowing who your audience is and how they’re already finding you. Then, you look for ways they’re searching for your solution and finding someone else. You’ll also want to know when your audiences are bouncing before they can engage. Finally, you use the data you’ve collected to determine what you can change, add, or simply avoid to make your audience’s experience with your content and your website better. Here are nine ways you can use an enterprise SEO and content marketing platform to get the insights you need
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How to Improve Content Marketing and Rank Higher in the New SERPs

The search engine results pages have changed and the new layout has content marketers concerned. Although pages have reduced the number of ads from eleven to seven per page, more ads are showing up at the top of the page along with shopping results, knowledge graphs, videos, and images. In some cases, top ranking organic results are showing up at the bottom of the page or even on page two. What do content marketers need to do to adjust to the new layout and improve or at least sustain content ranking? The answer is three-fold. First, you need to understand the
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How to Get and Share Content Insights Faster With Data Automation

Do the plethora of analytics and content marketing tools make it easier or harder for marketers to prove ROI on their efforts? According to the latest data and survey results, the majority of marketers are still struggling to show bottom line results for content marketing initiatives and many are struggling to show results that convince executives to approve budgets for new initiatives. At this point, the problem isn’t so much the lack of available data as it is the ability of marketers to consistently get actionable and shareable information out of all the data that’s available. The problem with too
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How a Marketing Intelligence and SEO Platform Can Solve Content Problems

Wherever you are on the content marketing continuum, chances are you still have your share of challenges. In fact, according to Content Marketing Institute’s 2016 report, more than half of us are still struggling to produce engaging content, produce it consistently, and determine its effectiveness. In this post, we present 7 content challenges many marketers and SEOs face and provide solutions to improve findability, engagement, and conversions based on using the data available from a marketing intelligence and SEO platform. Challenge #1: You’ve missed the topic target If you write it, they will come – doesn’t really work for content marketing. Just
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