Digital marketers are getting hooked on reporting bigger numbers, but in the process your marketing may actually be making a smaller and smaller impact. [Read more…]
You 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…]
“Paid search is slowly failing B2B marketers.”
I never expected to say that. For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective. [Read more…]
You don’t need more content. You need old content. I know, that’s not what you usually hear, so stick with me.
Old content is the real king of content marketing. It’s why established publishers still have a huge advantage. It is why new successful publications like Huffington Post or Copyblogger really aren’t all that new.
Better content isn’t enough when your competitors have good old content. [Read more…]
You need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes.
The B2B lead generation landscape has changed tremendously in the last decade. Today, B2B lead generation relies heavily on digital marketing and this list reflects that switch.
To make this list, tactics must be cost effective, measurable and scalable. In addition, they need to offer sufficient targeting for the broader marketing efforts of many mid-sized or large enterprise marketers. [Read more…]
Inbound marketing may be the hot topic for B2B marketers today, but today’s big B2B inbound marketers are all active outbound marketers as well.
So how do you pair your outbound marketing activity with your inbound marketing?
Here are six ways outbound marketing can support and scale your inbound marketing efforts and some of the channels that are appropriate for each one. [Read more…]
To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. But what if your measurement is wrong?
When online marketing reporting is based on the most recent click (which is the standard across most solutions), your reporting will be inflated for any marketing that reaches your audience shortly before they buy, register or sign-up.
The end result? You make the wrong marketing decisions. [Read more…]
The new inbound marketing definition: Be found through the recommendation of others and delight everyone that finds you.
As inbound marketing evolves, the components also need to change. Traditionally, inbound marketing has been functionally defined as the combination of search, social and content. However, these components are not enough for inbound marketers to excel in today’s environment.
This is what modern inbound marketing looks like: [Read more…]
Inbound marketing is a hot topic in B2B marketing. However, as more B2B marketers grab the inbound marketing flag, many will miss the two keys to making inbound marketing effective:
- Be found through the recommendation of others.
- Delight those that find you.
According to Hubspot, a leader in inbound marketing, the definition of inbound marketing is “marketing focused on getting found by your customers.” The most common functional definition of inbound marketing is the combination of search, social and content. [Read more…]
Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. Wow.
Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. So how do you keep up with all the changes Google makes?
Focus on the one thing Google is focused on. [Read more…]