Content Marketing Trends: Not Effective But Doing More? Marketers love content. However, many feel there is much room for improvement in their content marketing programs. According to the Content Marketing Institute’s B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America, seven out of ten marketers are doing more content marketing this year than […]
If you could turn a magazine story, newspaper article or broadcast newscast into exactly what your marketing or PR director wants, a story about your brand, I could count on one finger who would read or watch enthusiastically. Only that marketing or public relations director would be interested, because only he or she wants to […]
Before we start, let’s have a quick poll. Question 1: How many of you made a New Year’s resolution connected to one of the following: healthier living, losing weight, improving your fitness or eating habits? (My guess is more than a few people raised their hands.) Question 2: How many of you belong to a gym […]
"Marketers have much to gain by including sales in the content marketing mix. Get to it!"
—Marc Cowlin
"Emotional posts drive an average reaction rate of 0.5%, which is more than double that of informational posts... "
—Jason Falls
About a year ago I wrote an article about the rise of PR as evidenced by a statistic from the department of labor. According to their research, the number of working PR pros outnumbered journalists 4:1. Not only did this statistic point to a shockingly uneven gap between the people pitching a story and those […]
Type the words “customer journey” into a Google Image search, and what you’ll see is a collage that looks like board games. In each journey, boxes, lines and circles form a path, and little cartoon customers follow it to a purchase. The ‘touchpoints’ along the way are just like the dice and cards that transport […]
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It’s no surprise that smartphones have become virtual enemies with brick-and-mortar stores given the fierce competition for shopping dollars. But retail and mobile can be besties if retailers embrace the digital features consumers want before they even set foot in a store and while there. In fact, 71% of smartphone users who research products inside […]
Today’s consumers are used to being in control of their online brand experiences. And brand marketers are actively encouraging this engagement with their online and omni-channel marketing strategies. It’s no surprise that these consumer expectations bleed into the B2B experience. Buyers crave B2B engagement opportunities in the same way they crave engagement with B2C brands. […]
"A UGC hashtag campaign without ROI is indeed DOA!"
—Dan Kimball