Category Marketing

AN 8-POINT WEBSITE CHECKLIST FOR EFFECTIVE B2B CONTENT MARKETING

By in Content Marketing, Marketing Tag , , ,

by Matt Bell for The Framework Your company’s website is one of its most important assets when it comes to effective content marketing. You own it. You control the content. You can direct visitors to the parts that are most relevant for them. And yet, many B2B companies still treat their website as little more than a digital catalog. Some practically reproduce the catalog format, with an index-like homepage and subpages dedicated to product lines and spec sheets. Is that what your audience wants to find? All of them, all the time? Those are rhetorical questions, of course. As I’ve…

Read More

Creatives are more than a remix

By in Marketing Tag , , , , , ,

by ALEJANDRA CÉSPEDES AND SEBASTIAN CUERVO for 42 Slash Advertising uses graphic representations to connect brands with buyers. The more your brand resonates, the easier you can capture value and turn it into revenue. In the B2B SaaS world (and digital marketing in general), these visual models are often called "creatives." While the name is not wrong- they result from creative processes- "creatives" often are distant from genuine creative work. Why is that the case? How does it affect marketing? Creatives aren't creative... but they should. In marketing, creatives usually refer to adding an image to a previously prebuilt copy. This text…

Read More

Content Marketing During a Downturn: Here’s What the Conventional Wisdom Gets Wrong

By in Content Marketing, Marketing, Uncategorized Tag , , ,

By Sharla Moody for Contently Recession. Downturn. Economic uncertainty. When these words start to appear, conventional wisdom tells businesses to cut their marketing budgets. It turns out that advice is dead wrong. As multiple researchers have found over decades of studies, stopping your marketing efforts during tough times is a mistake. Data shows that proactive marketing “pays off” during recessions—for brands across industries, including the likes of Toyota, Amazon, Coca-Cola, etc. As two marketing professors put it in a 2020 Harvard Business Review article: “Firms that maintain their marketing spend while reallocating it to suit the context … fare better than firms that cut their marketing…

Read More

AI Applications Across 12 Different Industries

By in Artificial Intelligence and Machine Learning, Information Technology, Marketing Tag , , , , ,

by Flori Needle for HubSpot Some businesses have used AI for years; others were prompted by the recent AI gold rush to jump on the train. AI’s applications are far and wide as every business can leverage it differently to meet their goals. In this post, we’ll review AI application examples across 12 industries. AI Applications Examples AI has transformed the business landscape as time-saving tools complete tasks and help make data-backed decisions. Virtually all industries can benefit from AI, from medical providers to students pursuing an education. Below we’ll go over how AI applies to the three main business…

Read More

What does an awesome pricing page look like?

By in Marketing, Revenue, Sales Tag , , , , ,

by ELENA VERNA for Elena's Growth Scoop Pricing pages are crucial in converting visitors/free users to paid customers. Important attributes of every pricing page: Showcases monetization model Easily understood Instills trust Assists consideration Has clear navigation The goal of the pricing page is to provide all the needed information to a potential customer to make a decision and then make it easy for them to take the next step. Pricing page performance Best-in-class in-app pricing pages with self-serve options convert ~15-20% of pricing visitors to the checkout page. Checkout pages usually convert 50% to paid customers. Best-in-class pricing page design…

Read More

Is This Working? How to Know If Your Marketing Is Any Good

By in Marketing Tag , , , , , , , ,

by Megan Noorman for Zen Media As a B2B CEO, it’s crucial to know if your marketing tactics are delivering results. The question: “Is my marketing working?” or “Is my marketing any good?” is one we hear from many CEOs—both clients and otherwise—who simply don’t know how to tell one way or the other. With the rise of digital marketing, there is a lot to track, but not all metrics or key performance indicators are created equal, and what’s “good” for one brand, may not be for another. So is your marketing working? Is it any good?  That all depends on how…

Read More

You’re So Vain: The ‘Me, Me, Me’ POV—How to Avoid the Most Common Sin in Marketing

By in Lead Generation, Market Research, Marketing Tag , , , ,

by John Furgurson for Marketing Profs I guess vanity's not technically a sin. It didn't make the list of the seven deadliest, anyway. But the "look at me" approach to messaging and copy is certainly one of the most common mistakes in marketing. How many times have you seen a social media post with a look-at-me selfie and a headline like "We just got our product on Amazon!" Or the equally meaningless "My book's an Amazon bestseller." (For a five-hour period in a tiny, esoteric category.) Who cares?! Many people would argue that's what social media is good for, but the "me, me,…

Read More

How To Write Like a Journalist (And Why It Matters in Marketing)

By in Content Marketing, Marketing Tag , , , ,

By Kyle Covino for Brafton.com The importance of good journalism can’t be overstated. Journalism is an art: It’s not just telling a story, it’s about helping the reader read it through to the end. Perhaps above all, it should produce positive results in society. To quote Andrew Vacss: “Journalism is what maintains democracy. It’s the force for progressive social change.” A free, democratic society is impossible without accurate and ethical journalism. But the qualities that make up this art can be extended to many other forms of writing — notably marketing — in a big way. How’s that? Read on to find…

Read More

8 WAYS TO SELF-DESTRUCT YOUR B2B CONTENT MARKETING

By in Content Marketing, Marketing Tag , , , , , , ,

by Message Up A lot is written about how to succeed at content marketing. It’s a complicated thing to get right and there’s a how-to guide for every element. Marketing leaders and their supporting casts do their best to implement a practical subset of this advice, within inevitable resource constraints. Many of them do a really good job, getting a lot of things right. Until they don’t. Like the racing driver who is on a personal best lap, only to wreck at the penultimate corner, they make mistakes that undermine everything they’ve worked so hard to construct. In this week’s…

Read More

18 Expert Tips For Creating A Successful B2B Podcast

By in Marketing Tag , , ,

by Forbes.com As B2B companies continue to seek ways to expand their reach, many are turning to podcasting as a way to build brand awareness and connect with their target audiences. While starting a podcast may seem simple, creating a successful one that generates results requires careful planning and execution. As the members of Forbes Agency Council know, this applies to everything from booking guests to selecting topics the audience will find valuable and promoting a podcast. Below, 18 members share smart tips B2B podcasters can use to create compelling audio content that their target audience will look forward to hearing. 1.…

Read More