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THE TENDO VIEW

CONTENT MARKETING INSIGHTS & ANALYSIS

Three Steps to Maximizing Your Demand Generation Budget

Posted by Steve Middleton

February 19, 2015

Demand generation marketers are heavily investing in content creation. It’s a trend that doesn’t show signs of slowing as these same marketers still struggle to create enough content to meet customers’ informational needs across the buyer’s journey. More critically, they often don’t know what kinds of content they need to invest in.

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Topics: Demand Generation

Back to the future: New ideas invigorate older content formats

Posted by Paul Way

December 10, 2014

My name is Paul, and I’m addicted to the Investigation Discovery cable channel.

“ID”—for those not in the know—is Discovery Communications’ 24/7 collection of original and curated true-crime mysteries. Recently, my ID addiction led to the discovery of “Serial,” a new true-crime show that investigates a 15-year-old murder case. The show isn’t on TV. In fact, it’s not on radio or YouTube, either. It’s actually in a trendy digital format that’s risen in popularity by 25 percent from 2013-2014, according to Edison Research.

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Topics: Content Marketing, Demand Generation, Interactive Media, Content Tools, Video, virtual events, podcasts

Video: The New Offer Content

Posted by Bill Golden

October 8, 2014

Video plays a number of important roles across the demand generation cycle. It can drive people to gated assets, be a component of lead-nurture streams, or complement and enhance primary offer content like e-books and virtual events. But it could also be the offer content if you follow these three steps.

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Topics: Demand Generation, Video

Event Content: 10 Tips to Increase ROI

Posted by Steve Middleton

July 3, 2014

According to the Content Marketing Institute and Marketing Profs, events are the most effective content marketing tactic. They’re also a goldmine for content that can be leveraged and repurposed to drive engagement and demand. But to ensure your event content continues to add value, you need a plan.

Use these 10 tips to maximize the value of your live event. 

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Topics: Content Metrics and Analytics, Content Marketing, Demand Generation, Content Creation

Where does content fit into your customer’s journey?

Posted by Josh Krist

May 7, 2014

Broadly speaking, there are two types of marketers—those who have a lot of content and those who don’t. They both share the same problem: Whatever content they do have, they’re not sure what to do with it.

Enter the customer journey. Buyers tend to go through four distinct phases before deciding to purchase or repurchase a product or service. If you know what your customer is looking for, you can use content more strategically. A white paper might not be right for a returning customer but a webinar on upgraded product features could be.

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Topics: Content Marketing, Demand Generation, Content Strategy

How to avoid the spam trap

Posted by Julie Jares

March 13, 2014

As a marketer, getting your message out to the right people is your primary goal, and email marketing is still a highly successful way to reach your target audience. In fact, according to a 2014 McKinsey study ...

E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.

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Topics: Demand Generation, Email Marketing

5 tips for improving your demand gen assets

Posted by Julie Jares

November 19, 2013

According to Forrester Research, companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost per lead. So what are these companies doing to distinguish themselves from the information onslaught out there? How are their demand gen programs rising to the top?

For starters, they think carefully about the offer content they include with their targeted demand gen communications—the offer assets aren’t an afterthought. Offer content is a critical variable in driving action and response; it requires strategic thinking—in advance—to ensure your message resonates and cuts through the informational clutter.

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Topics: Demand Generation, Email Marketing

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