Digital Marketing Insider (April 2013)

Personalization tools used to be very manual and, ironically, generic, but one-to-one personalization has become a reality today. With every site activity, marketers now have the capability to create detailed user profile of that customer to help target future interactions more intelligently. When a customer makes a purchase, for example, this opens up even more channels for marketing, such as email marketing.

This ultimately improves customer engagement and helps to increase the customer lifetime value. Traditional marketing is typically developed and executed in silos, which can create inconsistent customer experiences. And when marketing content is created by different teams in silos, it makes finding and reusing existing content difficult since people may be unaware of these available materials. Leading marketing organizations are breaking down these silos with integrated content marketing programs — where teams within an organization collaborate to plan, develop, distribute, measure and promote content.

People are spending more time using mobile apps than watching TV today. Unlike B2C marketing, in the past B2B marketing did not advance as rapidly for a long time. Increasing pressure and demand from sales teams for more and better leads, however, have led to two recent trends in B2B marketing: Account-based marketing and predictive analytics. Since companies are the buyers in B2B marketing, account-based marketing focuses on delivering the right message at the right time to the right accounts.

It needs to stand out in order to stand out.

Great content simply needs to help someone. Or distract someone from their everyday problems. The biggest myth about content marketing is that content marketing is just a buzzword.

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Content marketing is the hottest thing in marketing because it is the biggest gap between what brands produce and what our customers are looking for. Content marketing is a business imperative and a cultural shift that businesses need to take in order to stay in touch with their audience. Content marketing is a mindset that puts the customer first because they are ignoring promotions and adverts and self-serving content. So if a brand wants to stay relevant to its customers, then it needs to embrace content marketing.

Most people believe content is king but distribution is really in charge. A great example of this is the approach taken by movie studios. They spend 40, 50 even 60 percent on promotion and distribution. Even great content needs a little push. So we push our content out across all the major social channels. We work closely with the top influencers in our topic spaces to encourage them to share with their audiences.

And then we use content syndication with companies like Outbrain to reach audiences who are already interested in our topics and reading similar stories on some of the best known web properties across the globe.

I’ll Produce Great Content Every Day

Let me know what you think in the comments below. Thanks for your insightful post.

I agree with you on a number of points including the Red Bull video. Any piece that addresses peoples problems, questions, likes, aspirations etc etc — meeting a need or providing a solution — in whatever format that may be.

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Thanks Steve, I love the Volvo video too. I completely agree that while content is king, distribution is in charge. Marketers are focusing on the former and not the latter. By investing time in understanding the analytics of content consumption who, when, where and why , marketers can not only do a better job of developing content that customers value but be a lot smarter about the channel.

And depending on the platform, your content may be more or less relevant. If your competitors jumped off a bridge, would you jump too? Same is true for digital marketing.

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Marketing should be specific to your business and it should aim to put you out ahead of your competitors, not at the same point. The best way to get ahead is to go beyond with your marketing strategy. Do what works for you. Go left, when they go right. Marketing should be specific to your business and it should aim to put you out ahead of your competitors. SEO is more important than ever. We continue to block more ads. Search visitors create more than of all traffic and leads for many companies. But SEO is not a complete marketing strategy when used on its own — it works best when paired with great content, mapped to the buyer journey, focused on customer value, and conversion you earn.

As I got better at marketing and started helping local businesses, it amazed me to see how many smart business people fell victim to that same lie.

Email marketing definitely is not dead. Thanks John, that is definitely I lie I have addressed many times here. Not only is email not dead, it is one of the most effective ways at measuring marketing roi.