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A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used for content ideation, i.e. to brainstorm future content ideas to generate leads, nurture prospects, encourage sharing and generate backlinks for SEO. Since we created it eight years ago it's been shared many times and has inspired many 'mashups' in different formats as this Google search shows; great to see it's been useful! I think our Content Marketing Matrix is a powerful mindtool for marketers since it's a content mapping tool, structured to help you think through two key dimensions of which types of content will best support the path to purchase for your target audience. The two dimensions…

5 steps to transform your B2B manufacturing marketing strategy

The aim of business-to-business (B2B) manufacturing marketing, is to connect your manufacturing company with wholesalers and distributors, ensuring your customers obtain your product. B2B marketing has become almost identical to B2C (business to customer) marketing due to the customer conducting more thorough research during the sale process, and more notably, expecting a more digital experience, especially in the industrial and manufacturing industry with 67% of purchases being influenced by digital marketing. A model that B2B manufacturing marketing professionals can utilize is the RACE planning system, which covers the full customer lifecycle, including paid, owned, and earned inbound marketing activities. (Plan) > Reach > Act > Convert > Engage It can be used to identify improvements to your customer lifecycle by generating awareness to build your audience, encouraging interaction, lead generation, purchase, and then loyalty. Here’s how each component…

Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients

As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey. Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…

The manufacturing industry is experiencing rapid change. Catch up on the latest trends and innovations in this sector plus what we've learned about how to market a manufacturing company in 2021

Around the world, manufacturing marketers and managers are rapidly adapting and amending their marketing strategies to win more customers. Marketing for manufacturing is a unique skill, requiring a strong reliance on physical products in a digital world. That's why so many manufacturing businesses right now are relying on omnichannel marketing to acquire and retain high-value customers. We've got marketing strategies and tactics to help boost your profits. But first, let's take a deeper look into exactly how to market a manufacturing company.

How to market a manufacturing company with the RACE Framework

Regardless of your current levels of digital maturity, the RACE Framework is a structure you can use to take stock of your current manufacturing marketing efforts and find out how to…

4IR means manufacturers are using technology and digital marketing techniques to streamline their marketing strategy

We are living and working in the 4th industrial revolution where increased competition coupled with changing customer expectations translates into a renewed focus on digital marketing for manufacturers. To keep up, manufacturing businesses need to optimize their approach to digital to stand out and defend their market share.

How does the digital era influence marketing for manufacturing?

According to Mckinsey, the objective of the global digital transformations we are seeing in technology and manufacturing sectors is to support not only the performance-management reporting cycles that the top team needs in reevaluating strategy but also the agile problem-solving systems that frontline workers use to identify opportunities. Interestingly, a PwC 2020 survey of oil and gas executives reported that these manufacturing leaders see the most potential in technologies that combine data and analysis. Their number…

Grow your IT/high tech business by applying the latest industry strategies for technology product marketing across the product lifecycle

What is product marketing?

Product marketing describes the management of all processes involved in taking a product to market. This field of marketing involves working with R&D, manufacturing, logistics, comms, and sales. Since your role is so closely tied to the products in your category, product marketers take the role of advocating for the customer when product-related decisions are made (positioning, launch, development, etc). In this blog, we will explore what makes technology product marketing different.

What is technology product marketing?

Technology product marketing refers to product marketing when your products are IT/high tech. Typically sold in a B2B environment, technology product marketing is renowned for extended stakeholder relations and, currently, an increasingly competitive market. Of course, the nature of IT/high tech means many technology products will be software. The growing Software as a Service…

Marketers face their own particular challenges when it comes to digital marketing for financial services

It’s not exactly considered the sexiest of industries but digital marketing for financial services is a necessity – your customers are living in a digital world, so that’s where you need to be as well. The question is, how do you compete as a finance firm against influencers, funny viral videos, memes? How do you engage your audience and keep them interested? It can sometimes be difficult to know where to start, so, in this blog post, I’m going to share my top tips for financial services digital marketing. Before you get started with digital marketing though, make sure that your firm is in compliance with any online promotion laws; whether there are special regulations for running a contest on social media or for data collection, it’s always best to check and protect yourself. And now, let’s get…

Read up on our latest pharmaceutical marketing strategy recommendations to optimize your marketing plan and convert more customers over the next 12 months

Take stock heading into 2021 after what has been a challenging year for pharmaceutical marketers, healthcare, medical and high-science marketers, and all who work in the industry. The strategic evaluation and forecasting season that comes with year-end means many of you are scanning, benchmarking, and prioritizing to strengthen your pharmaceutical marketing strategies for the coming year. When getting ready for 2021, before even looking at your strategy it's essential to revisit your planning framework. So, let's quickly take a whistlestop tour of why the RACE Framework is the key to setting up your pharmaceutical marketing strategy for success.

Using the RACE Framework to plan your pharmaceutical marketing strategy

The RACE Framework is a practical framework to help manage and improve results from your digital marketing. When planning your overall marketing strategies,…

76% of B2B marketers have a formal marketing plan, but what B2B marketing trends can you optimize in your 2021 digital marketing strategy?

Understanding where B2B industries are going with their marketing strategies can help you identify trends and outpace your competition. Our 2021 B2B marketing trends summarises the key tactics you can look to for increased sales and conversions over the next few months. We’ve taken a look at the B2B 2021 Marketing Mix Report from Sagefrog Marketing Group to see what the state of B2B marketing currently is. We’ve highlighted what we believe are some of the key trends that could help you see more success from your marketing planning in 2021. "Use a structured framework to create a plan and improvement process. The RACE practical digital strategy Learning Path is designed for marketers to plan, manage and optimize their digital marketing strategy."

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Most organizations have…