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Recent Articles

25
Jun

What are new tasks of salespeople in the digital world?

new tasks of salespeople in the digital worldThe digital evolution has changed how organizations conduct business. There’s a lot of change happening: customers now have new ways of communicating using social media, forums and product reviews. They gather real-time information on products and services, and engage with brands in real-time, using mobile phones and more.

The rise of real-time messaging applications like Snapchat, Vine, Instagram and others signal a new era where customers increasingly expect personal experiences and instant real-time interactions. Instant shipping of products in ever shorter times provide instant gratification to buyers that live in the moment of today.

More access to information also means buyers increasingly research products, even for low involvement products like FMCG, fashion, computer software, multimedia products or home decoration. More and more of the buying process is happening online, where buyers today need to be served more and more by the content that marketers provide them.

The abundance of online content and channels is shifting the power from the seller to the buyer. Today buyers are more informed then ever, in which they don’t need salespeople anymore to help them buy. Or, salespeople get invited to conversations much later these days because of online content, in which they are confronted with very educated customers.

What is the impact of all of these changes on the role of salespeople within the buying process? Read more »

20
May

Building the Best E-Commerce Content Marketing Strategy

Hao Hao en Xing Hui

What do panda’s have to do with content marketing and e-commerce?

How to survive in a digital world that allows shoppers to compare pricing, find excellent advice on products, and where Google is calling the shots?

Predictive search and search technology is advancing, with Google and all major social media networks are becoming more and more sophisticated in banning low quality content and classic SEO tactics.

Buyer behavior is changing rapidly. Shoppers consult more and more sources before buying, and they become more educated in how to do that.

How do you make the difference to your buyers?

This blog post will run you through some eye opening facts and examples from multiple industries, on how content marketing plays a role in e-commerce strategy today. And it will provide you with some practical insight on how to start building the best e-Commerce Content Marketing Strategy. Read more »

28
Apr

Organizing for Content: A Detailed Overview

organizing for content marketing

Organizing for content can be complex, very much similar to controlling a complex swarm-system, just like the swarm of birds in the picture.

Luckily you can get organized to control the complexity of content marketing.

In this blog post I want share in detail, using examples and best practices, how small, medium and large organization can get organized on different levels for content marketing:

  • Strategy
  • Organization
  • People
  • Processes

Read more »

25
Mar

8 Steps Always Found in the Best Content Marketing Strategies

new to content marketing strategyIf you are a “newbie” to content marketing, this article is for you.

I’ve had the privilege to be part of multiple content marketing implementations in small companies, medium companies, and super-large companies.

But the basics always remain the same.

Today I want to share with you what those basics are.

Today, I want to share with you what really matters when developing your content marketing strategy.

Read more »

3
Mar

How to Unlock Content Marketing Value in Complex Markets?

Content marketing in a multi-market, multi-product business can become very complicated.

In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.

The classic buying journey

Customer centric content is what attracts, engages and eventually helps to make the sale.

But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more »

10
Feb

Social Business Strategy – The Law of the Squeezing Social Media Networks

social business strategyWhat happened in 2014 in the field of digital marketing can best be compared with the Law of Bernoulli.

This law is very simple to understand: put your foot on a water hose and turn on the tap. What happens next, in my imagination,  is a bubble of water that appears in the hose, just like in the Tom & Jerry cartoons from my childhood. On one side of the bubble, the pressure is higher. And on the other side, at the far end, only a little bit of water comes out. Take your foot of the water hose, and “voilà”, there is again plenty of water. Agreed, Bernoulli’s law is more complex than that, but this is supposed to be Bernoulli’s law “for dummies”.

In 2014, we’ve seen that Facebook started putting both feet firmly on our social media water hoses. Where we used to enjoy delicious free organic reach for our content, with “Facebook Zero” that organic reach came to a standstill. If we want to reach our Facebook friends as a brand, an hose them down with our updates, we’ll have to pay “please-get-your-foot-of-the-water-hose”-money to Facebook.

What is less known is that not only Facebook is doing this. Other titans like Google, Twitter, and LinkedIn are taking steps in this direction.

Why do they do that? Obviously it comes down to money.

But it’s about more than just moneyRead more »

28
Jan

A step-by-step guide to Content Marketing Excellence

When digging into the world of content marketing, it’s easy to get overwhelmed by the 17 million hits on Google with best practices.

People are definitely searching for help, and they are overloaded with data and best practices. But still, we are starving for insight.

Where do you start?

 

content marketin strategy searches in search engines

A simple search in “Soovle” reveals the top search topics on content marketing in the major search engines.

Read more »

13
Jan

Best-of-the-Best Practices on Slideshare – My private collection

best of best practices on slideshare - private collectionThe first time I ever published something on Slideshare, I was excited. It was a presentation called “Spreading the Content Marketing Virus”, which in essence told “my story”.

It tells the story of why I dramatically shifted the marketing strategy of the company I worked for at the time. From outbound to inbound marketing.

Hybrid marketing is probably more correct, as we kept on applying paid media where useful. But also from analog marketing (does that even exist ?) to digital marketing.

I was excited because it was ‘my’ story. And obviously that’s important to me. Ever since then I have continued to post presentations on Slideshare.

Today I want to

  • share with you what I learned on Slideshare,
  • and share some of my “private web resources collection” of best practices about Slideshare publishing.

Read more »

29
Dec

(Slideshare) How to plan & design your social business CULTURE ?

social business cultureA couple of weeks ago I published a blog post with a “way-too-long-title”.

But what the heck, I still decided to call it “How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?”.

Sometimes you just need to do what you think you need to do, even when it’s not in line with digital marketing best practices. Read more »

22
Dec

7 Ass-Kicking ‘Awesome’ Digital Marketing Ebooks of 2014

book - Mary(n_n)West on FlickrCatching the attention of  buyers is done differently today. In the digital world we live in today, classic interruption marketing is less and less effective.

Applying traditional marketing tactics in the online world doesn’t work.

In your case as a marketing professional, you are constantly looking for insight, trends, best practices and how-to-do stuff. You are blind for advertising, you use Google as your best friend, follow RSS feeds of major marketing blogs, and subscribe to newsletters. Right?

What catches your attention? As digital marketers we are constantly flooded with whitepapers, ebooks, ultimate guides and webinars.

Not all of them are of the same quality.

But sometimes you encounter brilliant, well researched, and extensive ebooks.

In this blog post I want to share some of the best ebooks I have found in 2014. Each and every piece is really useful, practical, visual, and something you want to save on your PC.

With the holiday period coming up, you might have some time to read some of them ;-).

* image by Mary(n_n)West, on Flickr.

Read more »