Despite the rumors of email’s demise, a good mailing list is still one of your most powerful assets and it is especially important for those practicing content marketing. According to the Harvard Business Review email is not dead, it’s just evolving.
Today I thought I would talk a little about one of the most integral components of a content marketing strategy that is the least understood: audience segmentation. A lot of folks out there just assume that developing a content marketing strategy is all about developing a buyer persona and a really good story. Sure those are essential to a great strategy, but they’re virtually useless unless you develop a good audience segmentation. They’re useless unless you develop a framework to get that story to your persona at the right place and and time.
Demand Generation isn’t easy. If you’re reading this blog post, chances are you already know that. While you may know Demand Generation isn’t easy, you may not realize the game is actually getting harder. Yes, you read correctly. Here are just a few recent statistics that should give all of us in Demand Generation cause for pause.
Digital Storytelling is now a marketing buzzword, which means that many marketers throw the word around without even fully understanding what it means. Type in the words “storytelling” and “marketing” and Google returns 21 million results. But right now you could type almost any word into search and hit some marketing website that talks about how so-and-so blogger or SVP or Brand Engineer is the primary “storyteller” of company X. Or better yet, some influencer who prides him or herself on their storytelling.
In 2014, I attended Marketo’s annual Summit. I was looking forward to the event for a number of reasons, but I was also excited to hear the keynote address by Hillary Clinton. I remember everyone on my marketing department talking about how shocked and excited they were that they were able to attend a great marketing conference and hear the former Secretary of State speak. It felt like a twofer and who couldn’t use more of those?
This is supposed to be a quick post (and possibly rant) about Twitter Auto DMs. I hope it’s the first of many posts I write about helpful tips on Twitter and social media in general.
I spend a great deal of time on Twitter and have a decent size following 12k+. It’s large enough that auto DMs triggered when I follow are becoming a huge problem for me—such a huge problem that I have basically stopped reading DMs altogether because my inbox is so polluted with auto DM spam that I actually can’t get to any real messages from people who are actually trying to make a private, human connection with me on Twitter.
I recently wrote a guest blog post for the Socedo blog on lead scoring. Lead Scoring is one of the most critical aspects of demand generation and ensuring that marketers focus on the most relevant prospects that are likely to buy our product or services. Many marketers are aware of the value of lead scoring but don't fully understand how they can take advantage of buying signals collected at in-person events.
If you've just started building your blog, or you're thinking about retooling one, you've probably seen a million different experts offering a lot of advice. Some of those experts rock. They really do. They're great at blogging, phenomenal at social media, fantastic at content marketing - heck, maybe some of them even juggle knives without losing fingers. The experts are fantastic. They'll give you tips to build your readership and market your blog. Use them for your source on learning new techniques, handling the technological end of things, and even ideas about writing. What they can't help you with is that age-old existential question—who am I? They can't tell you who you are as a blogger. They can't tell you what you offer that no one else does.
If there’s one event that brings nearly the entire world together—sorry, Russia!—it's the Olympics. Held this year in Rio de Janeiro, the financial benefits of playing host are not lost on Brazil. This means that, much like the world's Olympic boxing teams, the International Olympic Committee came out swinging hard against unauthorized marketing associations known as “ambush marketing.” The marketing world is objecting to a particularly aggressive tone from the International Olympic Committee (IOC) for perceived copyright infringement prior to this year's games, including "pre-game” cease-and-desist letters sent to large companies that may be tempted to co-opt Olympic popularity. Some industry pundits have gone so far as to call the IOC “ruthless” in its efforts to protect the “Olympics Brand.” Such ruthless tactics include banning the use of popular hashtags.