Part 1 of 4: What to do the first 3 weeks to prepare
Let us start out by saying that content marketing is a long-term strategy that takes commitment and discipline. It is not a strategy that works overnight or even in the first six months, but when it does finally kick in, the benefits are immeasurable.
Now that that is out in the open, let’s get started…
Vertical Measures, a digital marketing agency that helps other clients and agencies broaden their content marketing strategies, does an excellent job of teaching us how to get your content marketing campaign off the ground. They recommend accomplishing one major task per week for 12 weeks in order to get the ball rolling. This article will run in a four part series, breaking the down the 12 week program over four posts.
Let’s take a look at the first three weeks…
Remember the days when tradeshows were jam-packed and everyone registered to attend as soon as they could to reserve their spot? People milled around and networked for hours looking at some of the greatest booth presentations and demos the industry had to offer. It was THE BEST, wasn’t it?
Tradeshows were so important. They were an ‘absolute must’ travel expense. And then, all of a sudden, there was a drop. Slowly, these fun networking extravaganzas seemed to slowly fade away. But just like print magazines themselves, we’ve seen it come full circle and hopefully there will be a resurgence as organizers are learning what works in today’s new environment.
You struggle with topics that you think your audience may be interested in, or feel that you have exhausted all possible topics that can be written about. You want the piece to be engaging and timely, with a “personal” spin to it that only your company can provide.
The real question is not whether your business is global or not, but rather: How global is your business?
The B2B marcom world has had an interesting last decade trying to navigate its way through the latest digital marketing trends (and we don’t just mean social media!). As consumers in our personal lives, we are marketed to almost entirely differently than in our business lives. By now we all know that new tactics that have emerged for B2C aren’t always beneficial for B2B. This isn’t a new concept, but it is one that should get an update every now and again. Just because a new digital tactic is trending for B2C doesn’t mean we can’t give it a try here in our more niche B2B space. Read the rest of this entry »
We can all agree, creativity isn’t a linear process—it best thrives when varying perspectives are all given equal weight and the something that has been looked at a thousand times in one light is suddenly seen in a completely different one. Read the rest of this entry »
It’s summer. Not only is everyone gearing up for vacation and big plans away, but also getting ready to hit the second half of the year strong. Maybe there have been some adjustments to your marketing goals after the first half. Maybe the second half has the potential to be a game changer for your company. Either way, it might also be time to pack your bags for another big reason: tradeshows. Read the rest of this entry »
Let’s face it, things don’t always turn out as well as you had expected. Sometimes you need to deliver news that isn’t particularly flattering to your company or its products. And although we would love to keep a lid on negative publicity and not let the world know about it, sometimes it is unavoidable. So, what are we to do? Sweep it under the rug? Lie? Act like it never happened? The answer to each of these questions is a resounding NO! Read the rest of this entry »
Marketing automation has breathed new life into email marketing. That which was once destined for junk folders and blacklists is becoming useful again by not merely spamming the reader with potentially relevant information, but instead providing value driven material that matches the interests and needs of the recipient.
The intellect a well-run marketing automation program provides allows companies to cultivate prospects with personalized, laser-focused content that helps turn these potential buyers into customers. You aren’t randomly throwing spaghetti at the wall and seeing how much will stick—you’re following a unique recipe that suits their specific requirements.
I’ve never been very good at gardening, even though I still try each year. I till my little patch of land so that I can sow my vegetables, spending far more on plants and preparation than my meager harvest would ever come close to paying out.
Each year, my timing seems to be off. Right around the time that my tomatoes are ripe for the picking, I’m typically out of town for my family reunion. My house sitter says they are delicious, though. Read the rest of this entry »
While recently reading ‘On the Near Impossibility of Measuring the Returns to Advertising’ by Randall A. Lewis and Justin M. Rao, it was stated that the average American sees 25-45 minutes of tv commercials, multiple billboards and an array of internet ads per day. They go on further to say that industry reports place annual advertising revenue in the US in the range of $173 billion, or about $500 per American per year. In order for advertisers to break even they need to net about $1.50 in profits per person per day – translating into about $3,500 -$5,500 per household per year. So is this possible? Is it possible to measure the exact return on investment metrics of an advertising campaign? Read the rest of this entry »