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Posts from the ‘Marketing Strategy’ Category

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 »

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 money … Read 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 »

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 »

15
Nov

(SlideShare) Trends, Innovations and the Future of Smart Content Marketing

follow the frogConductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps.

Those sound as the future, but they are not.

Which content marketing trends are on the verge of breakthrough?

Coca Cola, Cisco, Kraft Foods and many more have shown that content marketing is not just a hype type of marketing. For them it is considered modern marketing in todays world where digital and the internet surrounds our buyers.

Facebook has made numerous changes in 2014, ranging from Facebook Zero, and halting “click-bait headlines”  and “like-gating”. Also Google has changed their algorithm with Panda and Hummingbird, and Twitter is preparing itself to start filtering for relevance.

All these social network leaders are implementing measures to make sure the content explosion is not harming their users, by making sure users get relevant and qualitative updates in their newsfeed and search results.

Because of these changes in the digital and social bazaar, content marketing is rapidly becoming the default marketing tactic for the years to come.

But content marketing is changing rapidly, and marketers must go with the flow, and keep experimenting with new tactics, content formats, tools and technology.

This is why I have created a Slideshare presentation to keep you up to date on what’s happening in the land of content marketing! Read more »

16
Oct

22 ROI Examples of Content Marketing showing Hard Business Results

content marketing hard business resultsIn the end CEO’s prefer to see clear results. Hard business results. They want to see the ROI of Content Marketing.

In this article I show you those hard business results using 22 examples of companies that used content marketing, and which had clear business results. These are not business results in terms of brand lift, social following increase,  or  whatever vanity metric you can come up with.

I will show you real cases, providing you with real numbers, where content marketing is increasing revenue for both B2C as B2B companies.

Before we jump into those 22 cases of hard cold business results of content marketing, first a little intro on the business value of content marketing. Read more »

29
Sep

Marketing by Telco’s: What Needs to Change

cold calling

Interrupted during dinner, by a phone call… should I take it or not?

Buyers are attracted to companies that provide value to them. Why is it then that these same companies keep on applying old school telco marketing tactics as if it where 1983?

Case Study from Major Telco in Belgium (spoiler alert: this is a rant)

A couple of days I received a call from a major telco in Belgium.

It couldn’t be more typical. In the middle of dinner, a phone call. Should I take it, should I not? What the heck, I’ll take it.

A split second after I answered the call I already regretted doing that.

Read more »

9
Sep

How to successfully combine inbound and outbound marketing?

when to combine inbound and outbound marketing

What to use in the marketing mix?

The debate about outbound marketing being “interruption” marketing, and inbound marketing about “deserving the attention of buyers” is actually a flawed argumentation.

The question is about how you successfully go about in combining inbound and outbound marketing.

It is true that traditional advertising is less effective.

People today like to skip TV commercials when they can. They are blind for online banners (on average 0,2% click on banners). They sign-out for telephone calls (2 out of 3 people in USA are on do-not-call list). And they opt-out of commercial email, with Google Gmail helping them with easy opt-out buttons.

But when you combine the inbound philosophy with the power of outbound, both re-enforce each other. Combining inbound and outbound marketing works when you:

  • Using advertising to create awareness, with messages they care about.
  • Paid content promotion about content they want to read.
  • Send emails that are relevant to them
  • Use outbound call center calls that are timed and relevant to them as respond to a pre-qualified need.

Read more »

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