By
03 Sep 2015
7 ideas for exhibitors showing how you can integrate content marketing into your next event
Every B2B marketer is familiar with the lead generation and branding benefits of trade shows made possible by the highly focused audience of potential customers to the brand recognition you get from having hundreds, or with the right location, thousands of people view your display. Likewise consumer events can give similar benefits.
With the increasing interest in content marketing over the last few years, I'm surprised that fewer marketers seem to be familiar with is the potential to create amazing online content from your trade show experience. From answers to questions to interviews with industry insiders, trade shows are great opportunities to create stellar content or integrate existing content assets.
In this guide, we’ll share seven creative content ideas that you can put into action at the next trade show you attend. From time-lapse…
An example of using an infographic to explain a proposition
We feature a lot of infographics which share insight or best practice related to digital marketing. We thought we'd share this one as a nice piece of content marketing, perhaps of interest and inspiration to B2B marketers.
If we think about the purpose of infographics in content marketing in the context of our Content Marketing Matrix, they can and most often are aimed at raising awareness at the top of the funnel where they encourage sharing through a viral effect (either emotional - top-left in the matrix) or rational (bottom-left). But they can also be used further down the funnel (right-side) funnel to educate contacts about the benefits of a product category or service and explain a company's service. That's the purpose of this example which we received by email rather than social media (these type of infographics are…
Website visitors do not want obvious personalisation as much as they would like to believe something is personal
The chances are you have received an email addressed to “Dear [First Name]” or similar? Email marketers appear to forget to include our actual names from time to time. It is annoying and we all laugh at it, realising that the company involved has failed to populate its database properly or set up its email software correctly. However, do we care? Are we bothered if the personalisation of emails is poorly carried out?
Ask professional marketers and there’s a good chance that they’ll tell you that personalisation is essential. Indeed, according to a report from Monetate, 94% of businesses believe that proper personalisation is “critical” to success. Meanwhile, less than one in every six firms felt that they were getting a return…
How does personalisation increase conversion rates?
In our experience, effective content personalization increases conversion rates, boosts lead generation and cuts cost per lead. It might be intuitive to believe a personalized message is more effective than a one-size-fits-all message, but intuition isn’t the driving force here – what does the data show?
We have now served millions of personal content recommendations, and the evidence now shows an increase of 20%-30% in conversion rates, across all on existing traffic and content. Behind these numbers, there are several cool scientific reasons why this works so effectively.
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7 examples of landing page design techniques inspired by the growth in mobile usage
The technological progress of the 21st century has made online users more choosy and difficult to interest than ever before. If we take a look at the evolution of the web, it becomes almost impossible to believe that it all began with a simple networking protocol more than 20 years ago. And nobody was complaining of poor navigation or unappealing visualization back then. Growth in mobile device usage has sparked many changes to the way we approach landing page design which I'll review in this article.
Due to the ongoing improvements of the digital market, every business tries to find the most effective and eye-catching landing page solution. All of the companies ask themselves if there are some fresh ideas to win the hearts of prospective customers. If you're creating a website for your business or…
Which explainer video animation style is right for your business?
There has been a boom in the use of animated video in digital marketing. When executed well-animated videos can engage audiences through high quality content, SEO benefits and give an excellent way to communicate a large amount of information to your audience in a small amount of time.
Explainer videos are an increasingly popular form of content marketing which tell a story explaining visually how a product or brand helps different personas. In this post I start by giving some tips to help create 'explainers' and then give examples of effective explainers.
9 tips for animated video planning
You can hire freelancers, a small creative agency or an animation production studio or even use some online DIY animation tools. All of them have different budget's, time scales and outcomes so when you are considering your animated video, here's some things to consider.
1. Do you want…
Measuring the effectiveness of your Content Marketing Strategy
Our recent research with HubSpot on Competing on Content Marketing in 2015 identified that measurement of content marketing ROI was one of the main challenges of managing Content Marketing today - rated as a challenge by 51% of respondents.
Our Expert member guide on Measuring Content Marketing ROI by Stephen Bateman gives the full technical detail on how to calculate the profitability of content marketing using analytics. In this post, we share the advice of five content marketing specialists.
According to Daniel Rowles, from Target Internet, one of the greatest opportunities and advantages of content marketing is that we can create, deploy, measure and improve quickly and easily. Daniel explains that 'having well defined online objectives means that then our content marketing can be measured and ROI calculated relatively easily.…
Know where your app user acquisition channels drive sign ups
After spending your hard-earned marketing dollars on ad campaigns for your apps, you may be disappointed with the low acquisition figure and this prompts many questions. Have your ad campaigns targeted the right audience? Did you have the wrong advertising priorities when choosing campaign partners, ad networks and tracking partners for your ad campaigns? All these and many more aspects play a crucial role in making your app acquisition drive successful. Lack of adequate measures may mean you are unable to determine which channels are effective. So, measuring the success of your campaigns is crucial for the future of sustaining your app to support your business. In this post I will offer some clues as where to begin and how to approach this measurement.
First of all, sustainability is more important than growth because only when through enough acquisition you can secure…
By
11 Aug 2015
Produce your content as part of a well-planned strategy to get the best results as shown by this hypothetical case study
Content has been a big buzzword for the last 12 months, and still drives a lot of conversation today. This has only been encouraged with Google’s updated algorithm last year. Content now plays a more pivotal role in search engine optimisation (SEO), as link based metrics are decreasingly used as the main ranking signal.
So yes, everyone’s churning out content, more and more – how many server farms will we need in 2030 to accommodate it all?! So what can brands do to make their content strategy work across channels and align with customer needs?
To really leverage the power of content, publishers and brands should employ carefully thought out strategies, as this will ensure maximum returns. Given the vast breadth of the topic I will primarily focus on social and digital…
Integrating your email and social media marketing opens the door to exploiting a wealth of data.
Integrating your email marketing audience with your social media audience should already be a game-plan-in-action within your marketing strategy. Using the rich data that comes from crossing these marketing channels however is often the post game oversight.
Email and social media are touch points your audience interacts with daily - channels you yourself have spent time on today. Social Media Examiner wrote what’s turned out to be an evergreen piece of content titled 9 Ways to Integrate Email and Social Media Marketing. This content lives on today because the fundamental relationship between emails and social media for the user remains the same, as do the benefits for marketing teams. Consider the amplification of your email message that social can provide, consider the data you can collect using email service provider platforms (ESPs) and how…
