Good digital marketing isn't just about creating content, you also need to review your performance to see where it can be improved
How often do you review your marketing performance?
Creating great content for the various channels you use for your marketing campaign, whether they be social networks, your website or blog, or any other channel you’re using to connect with your audience, isn’t really enough to get you results.
The only way to continue growing and evolving is to constantly improve and optimize your marketing strategies. In order to do this, you need to review your marketing performance, consistently.
Our Content Marketing Learning Path supports members to plan their approach and increase the effectiveness of their content marketing activities with practical skills development and resources to measure and benchmark their success.
In this blog post, discover why reviewing marketing performance should be at the top of your priority list in 2021.
Viral marketing is not an exact science. It’s not the case that if you want to create a viral marketing campaign you simply have to think about it, plan it, and then you have it. If only it was that simple
Viral marketing has grown in popularity for consumers seeking entertainment and content creators finding new ways to reach their customers.
Chances are that every CEO out there would like to have a viral marketing campaign for their company. Why? Because it is one of the most effective types of marketing. You don’t have to spend large budgets on creating ads or getting them out there. The focus here is on great content.
What is viral marketing?
Viral marketing - or word of mouth marketing, as it was known before the technology era - has been existing for decades, but only during the past few years, since the appearance of social media networks,…
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,…
Google Search Console Insights combines Google Search Console and Google Analytics to introduce a new SEO platform for content marketers
If you regularly use Google Analytics and/or Google Search Console tools to evaluate and optimize your marketing (and if you don't - here's some starters for you!), you may have heard about this integrated new insights platform update from Google.
What is Google Search Console Insights?
Still in Beta mode, Google Search Console Insights is a new platform which allows content marketers an integrated overview of how their content is searched for/discovered (GSC) alongside insights about the audience and their behaviour (GA).
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Top tips for making a quick but effective content audit
One of the common themes I continually revisit in my work and writing is the proliferation and abundance of content. For brands looking to use content, and content marketing more specifically, to reach and engage prospects and customers, they have to think very carefully about the value and utility of their efforts and how this benefits their audience to generate action.
There are many great resources and links to in-depth content audits, including Smart Insights’ 360 content marketing audit Quick Win. These are essential for anyone looking to conduct a detailed evaluation of a brand’s current content situation to make changes and recommendations. However, in this post, I’d like to highlight just five simple steps and techniques that I have personally found useful for making a quick assessment. This can often be useful for digital marketers looking to…
How to build a personal brand as a marketer: 7 effective tactics for personal brand building
As a marketer, building a personal brand can have a great impact on your success.
Even if you work for a company, building your personal brand will prove a great benefit to your company as much as it will be to you.
With a trusted personal brand, you have a unique position in your industry, the ability to influence a bigger audience and turn many of them into customers.
As former Google CEO Eric Schmidt said, "Brands are the solution, not the problem. Brands are how you sort out the cesspool."
But how do you build your personal brand as a marketer? In this blog post, discover 7 effective tactics you can start using today.
1. Understand your target audience
Trying to please everybody is the fastest way to pleasing no one. Therefore, you have to understand…
When you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact
Everybody knows that your blog and social media accounts are essential parts of building an online presence for your brand. Both social media channels and blogs are powerful mechanisms for helping marketers analyze their audience and communicate with them. However, people usually separate these two things and use them to reach different goals.
The case is that when you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact.
In this article, I won’t suggest sharing your blog posts on your Twitter and Facebook accounts, as I hope it goes without saying. Instead, I’ll provide you with advice on how to make your marketing even more efficient by making your blog and social media work together.
Why you need to integrate your social media marketing and blogging
You’re most likely to…
Looking to improve your content marketing outcomes? Capture share of mind with a data-driven B2B content marketing strategy that doesn’t cost the earth
The B2B purchase cycle is changing significantly - and so are decisionmakers, who are under more scrutiny than ever to ensure that the solutions they pick deliver ROI. This means they need to get up to speed fast on new technologies, new approaches, new solutions and more. It’s a tall order, which has led the average sales cycle for a B2B solution to increase by 22% in recent years, according to Kapost.
As a result, content is now playing a vital role. B2B decisionmakers are spending more than 57% of the purchase cycle engaging with content before they ever reach out to sales representatives. According to Forrester, on average a person consumes 11.4 pieces of content before making a purchase decision.
Understanding differences in culture can help you build more effective content to reach beyond borders
You only need to travel abroad or spend time with people who don’t come from the same place as you to see the impact of culture. The way a person acts, interprets or responds to different situations will be, to a great extent, influenced by their own cultural context.
There are many examples of brands trying to take culture into account and unfortunately, the results are not always positive. Whilst some receive industry appreciation and sales uplifts, some are left writing official apologies.
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Toyota went to great lengths to integrate cultural differences and motivations into their communications, with their …