Understanding Intent Behind Content Consumption

Content Marketing Crystal BallYou know millions of people saw your content. But do you know the answer to the more important question: why did they take the time to read it or watch it?

  • It isn’t because it was widely shared on Twitter or LinkedIn.
  • Your SEO program didn’t make them read it.
  • A content promotion program didn’t make it suddenly appealing.
  • Triggered emails gave them a link but didn’t make them click or spend their time with it.

These are ways people find your content, and without them your content marketing would fail.

But these are not the reasons someone chose to spend their time with your content. [Read more...]

Like this post? Subscribe to be notified of future posts!

LinkedIn Has Opened the Content Marketing Floodgates

Linkedin Centipedes at 2010 Bay to BreakersLinkedIn has gone Tumblr on us and B2B content marketers are drooling. Finally, you can publish directly on LinkedIn, along with people like Bill Gates and Richard Branson.

It seems like the perfect opportunity, but it is brand new territory. What should you expect going in? How should you approach it?

Although it has only been available for two weeks, and only to a handful of people, here are my initial expectations. [Read more...]

Like this post? Subscribe to be notified of future posts!

The Golden Rule for Marketing

Golden RuleMarketers are looking for a way to get attention, to get their message across and ultimately to get an advantage over their competitors.

Marketing has become a bad word to many. As a marketer you may even cringe in certain settings when you are asked what you do. Unfortunately, you know the feelings toward marketing is sometimes justified. Even some of the best brands fall for the worst marketing tactics at times. [Read more...]

Like this post? Subscribe to be notified of future posts!

The Lie of B2B Brand Advertising

Don't Believe the Lies T-Shirt“We will start with an awareness efforts for the four weeks. This will provide air cover and soften the market for our demand generation campaign.”

Theory, benchmarks and the wisdom of the marketing crowd would indicate that you have a sound strategy. This approach is common in B2B marketing, particularly for mid-sized marketers.

Unfortunately, when you dig into it, the strategy doesn’t hold water. It fails, consistently, for two reasons. [Read more...]

Like this post? Subscribe to be notified of future posts!

Why The Analysts Are Wrong About Twitter’s Ad Platform

Media Buyers Are Dinosaurs: Picture of a FossilWhat happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more.

About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers. 60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter.

The analyst’s conclusion? Sell Twitter. They expect Twitter’s stock price to fall to $32 (it closed at $62.53 on 1/21).

My conclusion? The majority of media buyers are doomed. And Twitter will be just fine. [Read more...]

Like this post? Subscribe to be notified of future posts!

Three Data Opportunities B2B Marketers Are Missing Today

Rolls of DataFor all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing.

Yes, B2B marketers are doing a few things well when it comes to using data:

  • B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content.
  • Ads are (occasionally) targeted and relevant to discrete audiences, using retargeting or through data providers like Bizo.
  • B2B marketing performance is being carefully tracked and optimized based on reported results.

Sound ok? Before you give yourself a pat on the back, this isn’t even the tip of the iceberg! [Read more...]

Like this post? Subscribe to be notified of future posts!

Change Is Overdue

Time To Change TracksI’ve had it! I’m sick of crappy content, fluffy sales claims and advice that ignores the real issue. And I hope you will help (more on that in a minute).

I’m tired of issues without examples, of the content marketers that are afraid of naming names and creating conflict.

Even worse, I’m tired of publishers that like to name drop and associate big brands with bad behaviors because it drives traffic, even when the brand was innocent.

The now common refrain says every company is a media company and every individual is a publisher. In one sense, it is true. [Read more...]

Like this post? Subscribe to be notified of future posts!

The Inbound Marketing Propaganda Machine

Inbound Marketing Research TricksIf you published 250 blog posts over the last year and saw no benefit to any area of your business from that effort, what would you do?

What if you were just getting started, you published 20 posts over the last quarter, and you already saw an immediate positive impact on your business?

That’s what I thought. [Read more...]

Like this post? Subscribe to be notified of future posts!

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Fail Road SignProgrammatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s enterprise B2B marketer.

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this:

“We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Through our connections to every major exchange, we evaluate billions of impressions across millions of sites every day to find the exact audience and inventory you need at a fraction of the cost you would otherwise pay.”

Wow, sign me up, right? Cost-effective, constantly optimized, highly targeted. Get this program live, I’m taking a vacation!

And then you see the results. [Read more...]

Like this post? Subscribe to be notified of future posts!

Invisible Brand Marketing Is Not Just a Facebook Problem!

Invisible Brand MarketingStop grumbling about Facebook’s latest blow to marketers.

You’ve increased your likes 100-fold in the last two years, and many of your competitors have too. Others have finally jumped on the social media bandwagon, adding their own voice to the marketing cacophony of Facebook.

Of course your posts aren’t reaching as many people on Facebook! [Read more...]

Like this post? Subscribe to be notified of future posts!