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Content Intelligence: Leveraging Data and AI to Create Smarter Content

Content Intelligence: Leveraging Data and AI to Create Smarter Content

We live in a time where what were once buzzwords have become pet projects of some of the biggest names in Silicon Valley. Artificial intelligence, content intelligence, and big data are just some of the phrases that are actually turning into realities that we have never realized would become anything apart from buzzwords when they first came out.

As they are becoming “more real” day-by-day, we often ask ourselves the question of how we would be able to leverage these advances in technology in our marketing strategies, especially in the realm of creating content intelligence. In this article, we will be exploring content intelligence and its various implications in the world.

The idea of utilizing big data and creating intelligent content does not even have to involve a million-dollar investment. At the present technology, we only have limited tools available, but we can utilize a lot of these tools in leveraging content for maximum results.

 

Content Intelligence

The tools we have now will allow us to analyze the current content and compare it to what we are planning on producing.

It would be easier for you to think of it this way, content marketing is an expensive process, and it is better for any content marketer to leverage their resources in making sure that the content has the potential to make a difference in the campaigns that are currently being run.

It goes beyond only analyzing the content that we have as we have tools available that can explain the content of our competitors – making placement and competitor research a more intuitive process that allows time for marketers to adapt and create openings for their marketing strategies.

We usually rely on a variety of tools for keyword research, determining densities, checking for statistical feedback on how content is performing and a bunch of other factors. Picking out blog topics has also become technical as we can now do competitor research and find out what’s working for the rest of the pack.

However, in the future imagine if everything from content research, keyword planning and boosting content is produced automatically by some form of artificial intelligence.

For other applications, we know that the linking of big data and statistical modeling combined with artificial intelligence yields actionable decision-making data. So imagine all of this applied to the field of Internet marketing and content creation.

We are probably looking at a world where writers and marketers don’t have to bend over backward to determine content that sells.

Related: Amplify Your Leads with These Content Distribution Tips

 

Problems with AI and Big Data

It might sound like a hot topic, and nothing can bring it down, but we have to face an inevitable reality, the technology has not advanced that far. However, there is a “yet.” Although the technology is still in its infancy, the current predictions for the future look great, and the ball is already rolling.

We might now have a system that tells you what to produce and create next, but we are working towards that goal. Multinationals such as IBM, Google, and Amazon are all in the process of developing systems in the future, and there is a lot of investment being made in big data and AI. Big data has already been making more significant strides than AI.

However, even if we do not have anything as advanced as what they show in Tinseltown just yet, we seem to be almost there. The problems that we are having now are just reminiscent of the issues that we had with prior technologies before.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

 

The Future of Content Intelligence

In the future, we are all expecting that we can have tools that can analyze current and competitor content for us and make decisions on our next course of actions. Of course, we would indeed be delighted if there was also an artificially intelligent system that would create the content for us.

However, a more realistic overview is if the content can be analyzed and some predictive form of performance can be generated based on the current needs that we have. This allows for content marketers to have more control over the content that they push out and provides for predictive analytics. This aids in the overall preparation of the business in the work that has to be done.

Ideally, in the future, we can probably expect that we would have access to big data analytics that can predict future performance through the automatic analysis of past indicators. Of course, it will still require the human touch to perfect these products, but we believe that it is more than just a possibility.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

 

The possibility of doing the computational analysis for your content determining the next set of actions for your marketing campaign, now that’s any content marketer’s dream indeed.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

We’d love to hear your thoughts on Content Intelligence.

Comment down below! 🙂

 

 

Gain insight into information drawn from Callbox past campaigns

Try out our new My Industry Insights tool

My Industry Insights - Callbox Interactive Marketing Tool

Ready to talk? Contact us 

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

B2B Chatbots and How This Tech Can Improve Your Conversions
4 Fathers Who Shaped the Evolution of B2B Marketing

Content Intelligence: Leveraging Data and AI to Create Smarter Content

Content Intelligence: Leveraging Data and AI to Create Smarter Content

We live in a time where what were once buzzwords have become pet projects of some of the biggest names in Silicon Valley. Artificial intelligence, content intelligence, and big data are just some of the phrases that are actually turning into realities that we have never realized would become anything apart from buzzwords when they first came out.

As they are becoming “more real” day-by-day, we often ask ourselves the question of how we would be able to leverage these advances in technology in our marketing strategies, especially in the realm of creating content intelligence. In this article, we will be exploring content intelligence and its various implications in the world.

The idea of utilizing big data and creating intelligent content does not even have to involve a million-dollar investment. At the present technology, we only have limited tools available, but we can utilize a lot of these tools in leveraging content for maximum results.

 

Content Intelligence

The tools we have now will allow us to analyze the current content and compare it to what we are planning on producing.

It would be easier for you to think of it this way, content marketing is an expensive process, and it is better for any content marketer to leverage their resources in making sure that the content has the potential to make a difference in the campaigns that are currently being run.

It goes beyond only analyzing the content that we have as we have tools available that can explain the content of our competitors – making placement and competitor research a more intuitive process that allows time for marketers to adapt and create openings for their marketing strategies.

We usually rely on a variety of tools for keyword research, determining densities, checking for statistical feedback on how content is performing and a bunch of other factors. Picking out blog topics has also become technical as we can now do competitor research and find out what’s working for the rest of the pack.

However, in the future imagine if everything from content research, keyword planning and boosting content is produced automatically by some form of artificial intelligence.

For other applications, we know that the linking of big data and statistical modeling combined with artificial intelligence yields actionable decision-making data. So imagine all of this applied to the field of Internet marketing and content creation.

We are probably looking at a world where writers and marketers don’t have to bend over backward to determine content that sells.

Related: Amplify Your Leads with These Content Distribution Tips

 

Problems with AI and Big Data

It might sound like a hot topic, and nothing can bring it down, but we have to face an inevitable reality, the technology has not advanced that far. However, there is a “yet.” Although the technology is still in its infancy, the current predictions for the future look great, and the ball is already rolling.

We might now have a system that tells you what to produce and create next, but we are working towards that goal. Multinationals such as IBM, Google, and Amazon are all in the process of developing systems in the future, and there is a lot of investment being made in big data and AI. Big data has already been making more significant strides than AI.

However, even if we do not have anything as advanced as what they show in Tinseltown just yet, we seem to be almost there. The problems that we are having now are just reminiscent of the issues that we had with prior technologies before.

Related: 4 Sales Call Rapport-Building Techniques That AI Can’t Yet Do [VIDEO]

 

The Future of Content Intelligence

In the future, we are all expecting that we can have tools that can analyze current and competitor content for us and make decisions on our next course of actions. Of course, we would indeed be delighted if there was also an artificially intelligent system that would create the content for us.

However, a more realistic overview is if the content can be analyzed and some predictive form of performance can be generated based on the current needs that we have. This allows for content marketers to have more control over the content that they push out and provides for predictive analytics. This aids in the overall preparation of the business in the work that has to be done.

Ideally, in the future, we can probably expect that we would have access to big data analytics that can predict future performance through the automatic analysis of past indicators. Of course, it will still require the human touch to perfect these products, but we believe that it is more than just a possibility.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

 

The possibility of doing the computational analysis for your content determining the next set of actions for your marketing campaign, now that’s any content marketer’s dream indeed.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

We’d love to hear your thoughts on Content Intelligence.

Comment down below! 🙂

 

 

Gain insight into information drawn from Callbox past campaigns

Try out our new My Industry Insights tool

My Industry Insights - Callbox Interactive Marketing Tool

Ready to talk? Contact us 

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

B2B Chatbots and How This Tech Can Improve Your Conversions
4 Fathers Who Shaped the Evolution of B2B Marketing

Amplify Your Leads with These Content Distribution Tips

Amplify Your Leads with These Content Distribution Tips

We have heard this often – CONTENT IS KING!

 

So what do you do?

 

Create tons of content we think our readers will read and place it on the World Wide Web.

 

But how come, your content hasn’t received the love they’re supposed to get from the audience you want to target?

 

Let’s have a content checklist:

  • Well-researched – ✔
  • Findable – ✔
  • Readable – ✔
  • Understandable – ✔
  • Actionable – ✔
  • Shareable – ✔
  • Optimized – ✔

 

But why does the content you put out there hasn’t gained the traction you want it to have?   

 

Here’s another question: How’s your content distribution strategy?

 

Well, we spend a lot of time promoting ….. hold it right there. Did you say promote? That’s where the problem lies.

 

As you read that short conversation, you might be scratching already and asking what’s wrong with promoting your content. But you heard it right because the solution you’ve been looking for is not found in content promotion but content distribution.

 

Content Promotion vs Content Distribution

There is a thin line with regards to the definition of content promotion and content distribution. In fact, most marketers use them interchangeably. Both terms mean making your content available to the public, but that’s where the similarity ends.

Content promotion means you only throw the content you created in public and wait for people to find it. Content distribution, on the other hand, has more specific goals. Instead of just throwing it out for anyone, you deliver it to a specific group of people – people you want to read your content.

Since you have a specific group in mind, the content you create is also more specific and personal to the needs and desires of your target audience. When they find your content, it ‘speaks’ to them; thus, there’s a higher percentage of engagement.

Now, that eye-opener might leave you more questions than answers. What kind of strategy should I use for my content distribution? What type of content should I write?

Asking those questions shows that you are on the right track. Here are more content distribution tips that will surely increase your engagement and eventually, your leads.

Related: The Secret to Content Marketing Lies in Distribution

 

Content Distribution Tips to Increase Your Leads

The success of your content distribution lies in 3 basic things – your strategy, your goal, and your audience.

 

#1 Your Strategy

The maxim, “fail to plan and you plan to fail,” has never been apt than in content distribution. And when it comes to planning, nothing beats creating a content cluster for all your topics.

Content clusters are simply a set of pages that revolves around one topic. For example, a marketing blog will have a page that talks about lead generation. Each subtopic can be variations of that topic.

 

Lead Nurturing to Boost Conversion

 

Most Effective Lead Generation Strategies

 

All of these things are an improvisation of the central keyword but delves deeper into that specialist part. There should be at least 15 cluster pages to give more juice to the topic pillar page.

While you’re doing this, don’t forget your on-page optimization and internal linking structure. The cluster gives your content strategy power while the internal linking tells Google how these clusters are important.

#2 Your Goal

While you are creating your strategy, you also have to define what your goals are in creating your content.

  • Do you want to engage your users more?
  • Do you want to drive more leads?
  • Is it to increase brand awareness?
  • Do you want them to sign up for your newsletter so they get notified of upcoming events or product discounts?
  • Do you want them to visit your online store and check out what you have?

Before any activity can commence, your goals must be clear first because they will guide your content distribution strategies – how you’re going to promote them, where you’re going to distribute them, and when are you going to promote them?

Aside from giving you a clear direction, these goals will eliminate any distractions that will steer you away from activities that are irrelevant to achieving those goals.

#3 Your Audience

To get the exposure and engagement you want by targeting your most engaged users – people who are most likely to buy from you. In fact, these people can become your brand advocates as well, saving you money and time in your marketing efforts.

Use your best effort to keep your engaged audience and regularly send them valuable content. Utilize different media format, such as podcasts, videos, and infographics, to reach your target audience.

Related: How to Reach Influencers and Grow Your Content Audience [VIDEO]

 

And now, to our tips…

 

Utilize Content Republishing Hubs

Utilize Content Republishing Hubs

Republishing your content might sound absurd but consider the reach of such republishing sites like Medium and LinkedIn, which already has access to millions of users all over the world. Just don’t forget to source your original blog at the bottom so your readers will have a clear call to action to funnel readers to your site.

 

Improve Your Social Scheduling

Improve Your Social Scheduling

Promoting your content on social media networks is not a one-time deal. Don’t expect all your readers and followers to pounce on your content when you tweet about it once. In fact, the chance is high that it might get buried under the hundreds of new tweets that are posted every hour on your readers’ news feed. Thus, scheduling your content is an effective strategy to make sure your content is more visible to your audience.

Related: 12 Tools to Hack Your Content Creation Workflow [Plus Free Content Calendar]

 

Be Visual

Be Visual

Readers have become more visual. Therefore, a blog with an infographic or video that summarizes that content gets more attention than those that come in plain text. Not only are these types of content more interesting but they are also new avenues of content distribution.

Related: 3 Best Practices to Fine-Tune Your Next Content for Visual Learners

 

What does Your Content Distribution Strategy Look Like?

It’s time to assess your strategy – what avenues do you have for your content distribution? What does your content look like? What are your goals?

Use the guidelines and tips in this article to help you with your assessment and good luck with your content distribution success.

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

Share other content distribution tips you know in the comments! 🙂

 

 

Ready to get started? Book a call with our marketing consultant. 

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Effective Lead Generation Channels to Watch For (In Case You Missed Them)

Effective Lead Generation Channels to Watch For

Digital marketing, or marketing in general, is highly dependent on using different techniques to facilitate the acquisition of leads and their proper conversion into sales.

However, with the advent of new technology, lead generation has become a process that has continued to reinvent itself. In fact, it is so dynamic that sometimes we end up in a haze just trying to keep up with the times.

In this short article, we will be discussing a few of lead generation channels that are worth your valuable time.

 

Why is Lead Generation Important?

In order for us to properly understand the importance of lead generation, you will have to remember two things:

  1. Lead generation is a measurable factor that can determine the effectiveness of your marketing campaign, and;
  2. It can potentially lead to revenue.

 

Lead Generation Channels We Should Keep Our Eyes On

Search Engine Optimization

Do you want people to see you? Then, get visible. There are said to be over 200 different ranking factors that help get you on the first page of a search engine and when is the last time you did an SEO audit on your site?

The Internet is powered by search engines and keywords that indicate buyer intent, so what better of getting your name out there and getting people to visit than by being around when they are looking for what you offer.

Related: How to Use SEO To Influence B2B Buyers On Social Media

Email Campaigns

Email campaigns are one of the most powerful tools that we have in our arsenal and their veracity to generate, follow up, and create leads is unbridled. However, what are you doing with your email campaigns lately?

In the last two decades, email marketing has been such a powerful tool that it has not left the holster of any seasoned marketer. It has in fact grown with time and it’s probably time that you forget your preconceived notions of email marketing and read on.

The aim of the game is personalized automation. First of all, everyone is sick of spammy emails that are trying to target anyone and everyone, we all crave a little attention and so do the customers we are targeting. The latest technologies that we have today make personalization easier, couple this with selected mailing lists and you’re almost all set to go.

However, don’t forget automation. Automation allows for you to send these highly targeted pieces of electronic correspondence to your targets with a click of a button, they automate everything from follow-ups, to even tracking if an email has been opened or not. They also sift through customer behavior and help you create better pieces.

Want to succeed? Step up your email game.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

Social Media Marketing

Everyone from the person who just served you lunch to your grandma uses social media nowadays, and its prevalence has made lead generation a live game with a pseudo-level playing field for everyone.

There are plenty of ways to target customers and generate leads using social media, and it does not only stop at running targeted ad programs.

The things your company and your product does on social media describes its personality to the internet world and it helps create a brand that is both alive and real. From your rich media content to the advice that you give out, everything works hand in hand in order to develop your social media lead generation campaign.

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

Rich Media and Content Marketing

Create content that captivates and provides information and disseminate them. This includes infographics, shareworthy posts, informational content, tutorial videos, calculators, spreadsheets, etc.

This signals to the people assimilating your content that you are indeed someone who is of value and a leader in the industry. This will develop trust and pretty soon they will be knocking on your door – or website in this case.

Related: How to write content that gets read and shared

Outreach

Getting featured on another blog – with a link to your website – is a great way to get some ranking potential (links help you rank) and generate valuable leads. When you get featured on someone else’s blog. It indicates to that person’s followers that you are a person of interest and you have something to show for.

You are essentially being given an entire market to sell your product to. There are a lot of ways you can do this, but whatever you do, do not hard sell to them. Just like content marketing, be a source of information, inspiration, and intelligence and not just jam your product or services on to anyone’s plate.

 

So there you have it, these lead generation techniques online will save you a lot of time sifting through the myriad of seemingly daunting lead generation tips. They are simple, easy to implement, and downright effective in what they offer.

 

Remember, lead generation is the aim of the game here. You have to play the game, to win the game.

 

Which lead generation channel gives you the best results?

Share in the comments below! 🙂

 

Ready to get started? Schedule a consultation

or Dial 888.810.7464 | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Capture More B2B Sales Leads with Multi-Channel Marketing

Capture More B2B Sales Leads with Multi-Channel Marketing

Everyone is in the business of growing leads; even the most straightforward marketing campaign is integrated with the lead generation process. When you’re in charge of selling a particular industry, service, or product, then chances are you would have already come across lead generation.

However, in today’s day and age, lead generation has grown into a dynamic process that can be accomplished using different channels and strategies. This article focuses on developing B2B leads with the use of multi-channel marketing, and utilizing all the latest advancements that we have.

Check out how you can improve your lead generation marketing campaign with these tips and latest developments in multi-channel lead generation.

 

#1 Do Not Forget The Power of Content Marketing

Content marketing is one of the most influential tools that you have at your disposal because let’s face it; nobody likes have a fully-fledged advertisement hitting them square in the face. Content marketing focuses on the added value that you can give a potential customer of your business.

How do you utilize content marketing? Simple really. Your business will be in a particular industry so publish content that is relevant to that industry instead of your product or service itself. This will add more value to what your customers are seeing, and it will make it seem like you are both an authority on particular topics, and that you care about the industry as much as you care about profits.

There are plenty of ways that you can do this, publish infographics, disseminate newsletters, produce relevant shareworthy articles on social media, publish white papers or research reports, and even hold webinars.

The possibilities of using content marketing to promote your B2B operations are endless.

Here’s a pro tip: Don’t focus on the current web properties that you currently have. Some companies have been launching microsites that give out advice and are said to be useful lead generation mediums in the long run.

 

Channel effectiveness during early/later stages of the sales funnel:

Early
0%
Later
0%

Related: How to Write Content that Gets Read and Shared

#2 How Does Your Social Media Presence Look Like?

Do not think of this as your primary venue for developing leads for your B2B business, but rather the casual quasi-formal face that your business shows to the world. Some people will react to how a company functions “casually” on social media.

Using the social media perspective, this is an excellent way for you to show another side of the company, reach potential customers, and keep them engaged.

Do not be afraid to engage with people on your social media networks because other people are watching, too. This is a chance for you to show the other side of the company and push your conversion rate.

Of course, we can never negate the fact that you can also publish adverts on your social media platforms. However, keep them to promotions, nobody likes a lot of advertising.

 

Channel effectiveness during early/later stages of the sales funnel:

Early
0%
Later
0%

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

#3 We Know Email is Old School, But Are You Using It?

Ask almost any marketer that has led a B2B lead generation campaign and probably the first thing they will tell you about is their proper email marketing campaigns. However, it has now gone beyond getting a list of prospective customers’ emails and hitting bulk send.

We are now in an age where everyone demands things that are custom fit to their needs. That means even emails have to be crafted to specific target audiences within your intended market to maximize its potential.

Systems that link with your customer relationship campaigns are now the norm in any business, and they help create a somewhat automated way of performing lead generation.

It might seem daunting to create a custom campaign for each segment with a customized email, but the software is already there. We’re talking about being able to do A/B tests, change the wordings of emails based on the receiver, track email opens and conversions, and have canned follow up automatically scheduled.

With all this innovation, it would certainly make no sense at all if we weren’t going to utilize the tools that we have today fully.

Automation is critical here, in fact, if you don’t believe us, there are a lot of companies who have doubled and even tripled their revenue with automation. That means more staff-hours saved and cost per sale reduced.

Bonus Tip: Use the email lead generation marketing channel to promote your content marketing campaigns, too, if given a chance!

 

Channel effectiveness during early/later stages of the sales funnel:

Early
0%
Later
0%

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

 

So there you have it, three different focuses of a multi-channel marketing plan that anyone can utilize in their B2B lead generation campaign.

We have officially entered the days where we cannot escape from multifaceted strategies in outreach that each serves a unique purpose, and with the rise of data collection and analysis, as well automation methods. There is no knowing where the dynamic world of lead generation can lead us in the future.

 

Have you used other marketing channels in your lead generation campaigns?

Share your experience in the comments! 🙂

 

 

Try out our new Data Preview Tool for a breakdown of our targeted data list!

Callbox Adds Interactive Data Preview Tool as New Website Feature

Ready to talk? Schedule a consultation or Dial 888.810.7464

Add us on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide on targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Is Quality B2B Content Dead?

Is Quality B2B Content Dead?

 

The idea that content occupies a commanding place in B2B lead generation never fails every marketer. In fact, numerous blog articles and experts in the B2B marketing field have already pointed out that most businesses today are spending a great deal for brand awareness, which is not surprising.

The conquest for competitive content has been a priority for many – to a point that it is ironically losing its mojo. In fact, the Content Marketing Institute noted that content adoption within the B2B industry has decreased to 7.5% from 2013 to 2014. Several factors can easily explain this.

One reason is that there is more volume of online content than there ever was in past years. Now that many businesses have seen the potential of producing massive amounts of social content, it has become difficult to attain better brand visibility. What is more, search engine algorithms have experienced numerous changes over the years, making it hard for SEO teams to adapt to keyword trends.

Judging from these facts alone, can we say that B2B content marketing has indeed lost its appeal?

Not quite. It still has a lot to offer that only savvy marketers can harness.

Trade shows are still a thing.

Now, do not get surprised. Trade shows are still being applied by B2B companies of all sizes, mainly because in-person events remain a great way to foster and solidify B2B partnerships. Not only trade shows but also seminars and conferences provide opportunities to increase one’s audience reach and establish the credibility of the organization.

Related: 3 Cost-Effective Ways to Use Interactive Content in Events Marketing and Driving Relationships

Conduct a webinar series.

Creating effective blogs and providing them with equally effective articles is considered passé, at least to businesses that want information in real-time. Considering the geographical restrictions of holding in-person events, it is often advisable to start your own series of webinars. This way, you can directly reach out and interact with your audience without spending a great deal, since you get to do them in the confines of your office!

Related: 6 Most Important and Untold Benefits of Repurposing Old Content

Experiment with trends.

No doubt, the challenge in producing content for lead generation involves having to wrestle with market preferences. It is a daily struggle, but you will have to go with the flow anyway. One way to do this is experiment with prevalent pop culture trends by incorporating them in your campaign without of course deviating from your real intention of educating your audience.

Say what you must about content, it is here to stay. As long as you are dead-set at generating a good amount of B2B leads, you must admit that content will not fade away anytime soon.

 

Learn more lead generation lessons and tips at The Savvy Marketer’s Blog!

The Five Elements of Quality Content (According to an End-User)

Related: The Five Elements of Quality Content (According to an End-user)

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 
 

Amplify Your Leads with These Content Distribution Tips

Demand Generation: How to Offer Something New

The Best of Possible Content- How to Offer Something New for Demand Generation

Content is the driver of sales goals as it generates demands.  More demands mean more opportunities to engage more prospects, thereby increasing the B2B leads that enter your sales pipeline. With this, we can see how important it is to have an effective content-based demand generation program.

Since content generation is central in this process, every business should know better than to provide their market with less compelling messages.

The important thing now is to find the best possible content for B2B lead generation. The only problem is that authenticity is suffering under market competition. The same content forms are repeated and recycled by competing companies to the point that they become trivial realities within the industry. Decision-makers are more likely to turn down such messages until they come across new content, the production of which turns out to be a matter of luck for many marketers.

So, with these dilemmas in mind, how can one business come up with an active demand generation strategy anchored on newness?

On the face of it, there is no definite answer to this question, but one can always develop a strategy based on one’s main B2B agenda.

Never go with the crowd. In terms of producing something new to the market, this is a given. But how do we do this? Simple: look to your company’s identity. How do you differentiate yourself from the others? How do you want your market to perceive you? At some length you are impelled to carve your business’ own path by using only lead generation tools that constitutes your business’ strengths.

Never Rely on Trends. Numerous factors influence the way businesses manufacture content. Often, they look to market trends for inspiration, but this is problematic. Whether you base your content on seasonal holidays or pop culture material, no amount of such content can keep decision-makers from saying, “It’s the same old ploy,” or “This is getting old.” Following market trends isn’t enough as it benefits you more to find your own approach to these trends.

Crowdsource. In any case, the best ideas for marketing strategies come from the people that are targeted by them; in other words, “the crowd.” For this reason, businesses are turning to crowdsourcing initiatives to collate content for demand generation content. You can ask interested businesses to participate in an online study or have them contribute to your website in exchange for exposure.

Writing Authentic Content the Proper Way

Proper Way of Writing Content

 

Your company blog and website are in the forefront of your content marketing campaign.

In fact, it is what you put in your blog that creates the difference between success and failure of your lead generation campaign.

Creating content isn’t all about writing a copy based on what you have read from English Basics manual. The dominating discipline here is SEO.

This leads us to a standoff between using keywords effectively and creating posts that are compelling and authoritative. It is thus imperative for a lead generation blog to wield Google’s limitations appropriately.

We should not look far in search of a peace treaty for the two. The following pointers would suffice.

Catchy Headlines. The titles for your articles should be expressed in as few words as possible and should be intriguing enough to catch anyone’s attention. No one would go through the trouble of reading a paragraph-long headline that has the structure and intentions of a film synopsis.

Be True as a Writer. There’s a quote that goes, “Good artists copy; great artists steal.” Okay, it says a lot about surviving in the highly competitive realm of fine art. But in the equally grueling world of demand generation, authenticity is an abiding principle. This is especially true if we consider the lawsuits that would pile up should you haphazardly plagiarized from another source. At least paraphrase or, better yet, credit the original source of used information.

Read the Copy to Yourself. Serious writers make a great deal of effort trying to sound human in their pieces. It’s important because your primary intention is to engage other humans who are a great source of leads and future sales. No one would like to read something as bland as an instruction manual of a fax machine. Make your articles both informative and personal.

Offer Something New. Repetition is an important technique in maintaining customer retention. But it wouldn’t make sense if you keep on insisting your target market to swallow redundant messages. It’s annoying and it drives prospects away. Instead of beating around the bush, cultivate your online garden with innovative bonsai.

Keyword Analysis. And here, we can see how repetition is taboo. When writing your posts, make sure that important keywords are distributed between 1 percent and 3 percent. Going beyond that would render you a sitting duck to Google’s search engine algorithm.

Generating content for the web can be a mind-boggling affair. But if you keep these tips in mind, you may be a step closer to the top of the results page.

 

Source: http://www.jeffbullas.com/2013/02/27/5-questions-to-ask-when-writing-content/

The Role of Content in B2B Lead Generation (Infographic)

Everything that is visible and readable on web is considered a content from blogs, infographics,videos etc. All are gimmicks but  it’s still a content — wrapped in different ways. It’s the magnetic force that pulls the audience and lure them to visit your website.

That’s the how the magic of content marketing works. It  plays a major role in B2B lead generation that in its absence it will eventually jeopardize the whole marketing strategy. Below is an infographic that will show you its usage and effectiveness.

Having a company blog is a plus factor for online exposure, branding and for generating leads. It builds up authority and brand awareness. Think of it, like its an ad and by putting your customer’s shoe on you will know what to write or what your content should be all about.

 

Two Faces of B2B Lead Generation Content: Quantitative, Qualitative

 

Everything you need to know about blogging and how it can help you achieve your B2B lead generation goals can be broken down into two parts: quantity and quality. The measure of good content is subjective, but its influence in brand awareness, engagement and action responses are measurable variables that make up the perfect reason why marketers need to blog.

One struggle is that content marketers sometimes confuse themselves in terms of what things to focus on, especially in maintaining and measuring the effectiveness of the articles and its built-in lead generation tools. However, by just looking at its quantitative and qualitative attributes, everything can be simplified:

Quantitative

As far as quantity goes, there are four metrics, in order of importance:

  • Views – If no one reads your blog, that’s obviously a problem.
  • CTA – It’s important to know if people are noticing your call-to-action buttons, and whether or not they result to a lead conversion.
  • Social shares – Social media is the coliseum of brand awareness and viral marketing. It’s good to know whether your content is making rounds online.
  • Form conversion rate – The pièce de résistance.  Clicking on your CTA is one thing.  Your offer must be so valuable that giving up name & email is worth getting it.  If you want to generate leads, you want a high form conversion rate.

Qualitative

Still, nothing is as important as quality. It’s what sets your content apart from the thousands of articles scattered online, and it bears the most important asset you could get from your audience: a good impression.

  • Blog title –Ingenious blog titles help you rise above the fray.  It’s the packaging. It’s the marquee lights. It’s the movie poster. It’s what drives people in.
  • Hierarchy of sales message – You don’t just throw everything at your reader; it must follow a logical sequence for them to effectively absorb what you have to say.
  • Persona match – Your content must be resolutely directed to the buyer personas you’ve established while getting to know your target market.
  • Body – The main content of your blog post has one objective: communicate as effectively as possible.

There is a direct relationship between great blogging and lead generation, so if you want your blog to produce leads, evaluate both its quantitative and qualitative aspects.  To make sure everything’s working well, visit these values from time to time.

 

The Stages of Content Marketing Maturity: How Young is your Strategy?

The Stages of Content Marketing Maturity - How Young is your Strategy

One grave mistake marketers make in engaging themselves into content marketing is that they try to do everything all at once. While there’s definitely nothing wrong with keeping high hopes early on in the game, it also pays to understand the phases that make up the evolution of content as a lead generation tool.

The Altimeter Group, a business research and advisory company, believes that there are 5 stages of content marketing maturity that each campaign has to go through to meet its maximum potential:

Stand

This is when you first venture into content marketing but only to “test the waters”. Marketers would put up a blog but would not post as frequent as regular bloggers; hence “standing” is without movement or progress. This is basically a means to get a feel of how it is to maintain a site with one’s business and authorship credentials.

Stretch

In this stage, a marketer would already consider employing a strategy towards producing and distributing content. This is the right time to ponder on what the campaign’s goals and objectives would be. Specific personnel may be tasked to carry out responsibilities wherein the first few steps moving forward would revolve around one or two initial platforms.

Walk

According to Altimeter, this is the stage at which a team “begins to take shape, strategy is more fully refined and tweaked, and the team begins to establish governance to scale and shape content processes.” In essence, the content creation and distribution processes become broader and more solid, touching a variety of avenues and channels.

Jog

This is where everything becomes serious. At this point, the type and culture of content being produced is already being noticed. Bloggers can now move from traditional and predictable content to something that’s experimental and more engaging. Business relationships will start to flourish and long term goals and ambitions begin to take shape. Expanding to broader horizons becomes the next big priority.

Run

Altimeter characterizes this as the stage of “monetizable content”. This is the ultimate phase of the maturity model, which, according to them, only a few companies have achieved. “In this phase, a successful, real-time integration of content marketing and curation is part of the fabric of nearly all aspects of branding,” the study further says.

The Altimeter Group’s full whitepaper on this model is available on this Slideshare

Content Marketing in modern times: Getting to know the new B2B buyer

In a recent whitepaper entitled The New Rules of Content Marketing, Brendan Dell, a copywriter and marketing strategist (www.dellcreativecontent.com), explores the need for content marketing to adjust to the evolving buyer behavior in the business-to-business environment.

The overwhelming availability of information on the internet has caused the gradual but steady change in the relationship between buyers and marketers, and it has affected not only content marketing but all other forms of communication to the buying sector.

According to Dell, “the impulsive nature of today’s buyer and a hyper-competitive business environment means that today’s solution provider must be ubiquitous.”In short, content must be created at a higher volume and quality to counter the demands.

  • Today’s buyers prefer to educate themselves online. Hence, B2B marketing needs to be about pulling buyers in instead of pushing information out.
  • Today’s buyers don’t easily give in to “marketing spins” and sleek sales pitches. When specific details are given to them, they do research on their own terms and standards.
  • Today’s buying process has also changed; companies have become more willing to go outside the “budget”, with more people involved in the decision-making process.
  • The decision-making group usually completes their information-gathering before they seek a sales company. By then, the only thing that matters is the contract and the price.
  • 79% of buyers consult with peers, often through social networks, before making a buying decision and they like to share what they learn back through their networks.

In response to these changes, here are the things content marketers need to do:

  • Give greater emphasis on appealing content
  • Re-purpose content materials into multiple formats to extend shelf life and maximize reach
  • Syndicate content materials into multiple channels
  • Make sure your content stands out, with sufficient depth associated with solving complex problems and sharing information
  • Establish a smooth editorial process to quicken the flow from ideas to content creation
  • Your content must be mobile-consumable
  • Always provide proof of every claim to make your content credible and not biased
  • Mix traditional and new media
  • Segment, test, and measure

Dell concludes the study by putting the spotlight on what calls the “most important element of effective content”: storytelling that engages and compels.Give buyers engaging, compelling, thoughtful stories and they will gladly give you their attention, respect, and business”, Dell says.

Full whitepaper at THE NEW RULES OF CONTENT MARKETING.

 

 

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Creating The Right Content For Your Online IT Lead Generation

Creating The Right Content For Your Online IT Lead Generation

Improving your business’ on-line lead generation marketing relies on one very important factor that has been emphasized over and over again: creating quality content. Whether you are after business leads or IT sales leads, producing the right content for your intended audience is a must. To be able to achieve this, you have to be sure what you want to share with your target audience that will effectively attract potential buyers. The content you want create will most definitely fall under two categories:  Good and Great.

Good quality content can help you get attention, mostly from people who unexpectedly stumble on your blog or article. These usually result in subscriptions, a “like”, or a bookmark. Though you don’t immediately get to convert these technology leads, these people or businesses are almost always ready to buy, but are not thoroughly impressed by what you’ve given them and are checking out your competition for comparison. Good quality content are helpful in letting potential leads know your brand exists and for getting people to sign-up to your business contact database for future email marketing.

Great quality content, on the other hand, will help your brand get recognized by your target IT leads. These types of content set you apart from the competition and may even convince a casual browser to make a purchase. You might recognize these types as “viral” content. Great quality content are highly sharable. People can’t help but share your content to peers and business acquaintances especially if said content is exclusively distributed by you, such as comprehensive IT research and custom surveys.

Admittedly, producing great quality content costs more than, say, writing an article or blog, but the end results justify the means splendidly. Not only do you get your IT sales leads to purchase right away, you also have an on-line lead generation marketing plan that basically runs itself through enthusiastic sharing. By focusing on creating only these two types of content, you can drive quality technology leads to your business every time.