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.
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.
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.
Content marketing covers a lot of ground—everything online is technically content. When you add the "marketing" aspect, most people feel like they should be holding on to their wallet a little tighter. Yet so much content now serves a dual purpose, not only to inform, but also to incentivize buying. Smart marketers over the last two decades figured out that great content actually sells and the content marketing discipline was born. But as well all know, marketing and advertising aren’t well-regarded by the public—according to Gallup poll data, the American public trusts marketing less than it does pharmaceuticals. And they trust them even less now that they know most of the content they come into contact with online has been created with an ulterior motive. Is it any wonder that the majority of the public now greets content with a skeptical eye?
How important is SEO? We often think about SEO in positive terms. Obviously, phenomenal SEO can increase your site’s traffic dramatically over a period of time. But after the release of Google’s Panda, Penguin and Hummingbird updates, it’s also way past time to start thinking about how important SEO is in negative terms. SEO is so important that mistakes—doing it wrong—can literally cost you an 80% drop in web traffic.