Segmentation is key for content marketing success nowadays, and as all your marketing messages need to speak to business pains, you need to ensure you develop your marketing personas so that you have a specific audience in mind and can show how you can resolve their business frustrations.
Making sure your content resonates with the people you want it to is the way to reach ‘social buyers’.
These are people who use online communities to make purchase decisions and consume research reports, social media and email newsletters, as well as more traditional channels such as event and print journals/magazines, on their buyer journey.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
In part one, I looked at the concept of inbound marketing and the philosophy behind it, which is to attract and retain interested prospects with great quality content.
Here, I’ll explain how to put that into practice, using five key steps.
Inbound marketing: is it just another buzzword?
In this two-part article, I'll explain what it really means and why its lead generation potential is causing a stir.
The job of being CEO is no easy task, just ask any of the six men and women who have been employed in the top job at Yahoo since 2007.
So it might seem a bit harsh to suggest that alongside the massive pressure that comes with the day-to-day running of a company, CEOs should also be a figurehead for their company’s marketing efforts.
But at Distilled’s LinkLove conference SEOMoz CEO Rand Fishkin suggested that those in the top job have a big role in setting the overall tone of their business, including marketing.
He said it’s natural that companies take on the passions, interests and eccentricities of their founders. As a result, the CEO can have a huge impact on the direction and strategy of their company’s marketing.
First off, Fishkin outlined the CEO’s main responsibilities:
In theory inbound marketing leads should be cheaper than paid leads as customers are seeking you out rather than the other way around.
But just how much money do you stand to save by increasing your number of inbound leads?
In a talk at our Funnel B2B marketing conference HubSpot’s CMO Mike Volpe revealed that his company pays an average of $346 for each paid lead compared to $135 for inbound, a saving of 61%.
Not only that, but inbound leads also convert at three times the rate of paid leads.
And if you’re still not convinced, Volpe said that for every $1 HubSpot spends on inbound marketing it achieves a $6 lifetime value from the customer, whereas the same amount invested in paid marketing returns $2.50.
Making new friends and building new relationships when you are an adult is not easy. Anyone who has ever moved house, city or job can testify to this. There are reams of advice columns in magazines about how to do it.
Even the New York Times covered the topic in an article it published this summer. One interviewee stated she had a friend for every segment of her life.
Your website can use this basic principle to make new friends and keep them too. Designing, personalising and segmenting the content on your site for each user allows you to build a relationship with them that will last.
Your number one challenge as a B2B marketer today: evangelising the new dynamics of content marketing to the folks who grew up on old-style marketing.
There are two kinds of B2B marketers. Those who have noticed that B2B marketing has changed dramatically in the last few years and those who haven't.
The problem for those of us who have noticed: most of us are reporting to people who haven't.
47% of companies are expected to increase their inbound marketing budget for 2012, according to data from online business community G+.
It's no wonder, since the average cost to acquire a new lead through outbound marketing in 2011 was $373, compared to just $143 from inbound marketing.
The main reason for this budget increase however was found to be past success using inbound tactics, which attracts customers by offering useful, relevant information.