Demand gen: Attract before you sell

Posted by Paul Costanza

May 15, 2012

I attended two great conferences recently: DemandGen Report's B2B Content2Conversion in NYC (see the presentations, hosted by our friends at BrightTalk) and Eloqua's Road to Revenue here in San Francisco.

Despite the many excellent presentations on traditional demand gen and marketing automation strategies and tools, I thought some of the most compelling moments were about creating content for prospects before they "raise their hand" to signal interest in an offering.

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Topics: Demand Generation, Email Marketing

Building the content marketing matrix

Posted by Christine Zender

May 15, 2012

In previous posts we’ve discussed what content marketing is and what you need to execute on it. This post offers some insights on where content marketing can be most effective.

The holy grail of content marketing is getting the right message to the right person at the right time—a message that satisfies their informational needs and results in a desired action. The best tool to achieve this is a foolproof matrix that matches content with format (video, PDF, HTML, etc.), channel (your website, social sites, etc.), and audience and delivers the metrics that help you achieve the best results. Unfortunately, that foolproof matrix changes with each content program. So we plan and test and monitor the mix until we get it right—that day. And then we start all over again tomorrow.

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Topics: Content Marketing, Content Strategy

Social media analysis needs a human touch

Posted by Linda Leung

May 3, 2012

I love modern conveniences like automation and prepackaged goods. Just this morning I saved oodles of time driving a car with automatic gears (no wasted seconds slowing down and shifting gears), made a cup of coffee using our Keurig beverage maker (ready to drink in less than 60 seconds!), and read news personalized to my interests through news aggregators. Although I love automation, sometimes I feel I'm losing the balance between convenience and the personal satisfaction of doing something the old-fashioned way—and the learnings we get from it.

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Topics: Content Metrics and Analytics, Social Media, Blogging, Content Tools

Is big data the next big deal for marketing?

Posted by Bill Golden

May 3, 2012

There’s been a lot of buzz around “big data” the last couple years, but mostly within the context of IT. I’m sure you’ve heard it—the staggering amount of data we generate daily and how much additional storage IT needs in order to keep up. To see what I mean, check out this infographic from CenturyLink.

But recently, I’ve noticed big data being discussed in a content marketing context. Experts are touting it as the new big opportunity for content marketers. Forrester Research's Rob Bronson is widely quoted as reporting that marketing is driving 45 percent of big data initiatives. So while big data may not be part of your strategic plan just yet, you need to understand its implications.

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Topics: Content Metrics and Analytics, Content Marketing, Content Strategy

The right tool for the job

Posted by Leslie Ayers

May 3, 2012

The other day I had to (gently) urge my husband to complete a handyman chore he'd let slide for longer than I thought reasonable: tightening the kitchen faucet. It had become so loose that when you turned the water on, the entire base of the fixture moved. His excuse for the delay? The tool he needed—channel lock pliers—wasn't handy.

In my impatience, I tried tightening the fixture myself, barehanded, only to realize soon after how naive I was. Channel locks serve many purposes, particularly for plumbers. You just can't do certain things without them—that is, barehanded—or by using some other tool.

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Topics: Content Metrics and Analytics, Social Media, Content Marketing, Content Tools

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