What Makes Good Online Marketing Content?

What Makes Good Online Marketing Content?

  I once worked with a broadcaster who hosted the morning drive show in Ottawa, Canada. We were having lunch one day and I asked him how he prepared for his show. He explained his secret show prep method to me and as I listened, my jaw slowly started to descend. About twice a week he would board a random city bus in rush hour and ride along for an hour or two, listening to what people were talking about. Again randomly, he would choose a stop to get off at near some local breakfast diner and go in for a coffee. Once again, his objective was to be the “fly on the wall” and eavesdrop on what the talk of the day was. According to him, about one trip a week provided more than enough show prep. Doing this allowed my colleague to discern what issues were relevant and resonating with people in his market. By being aware of what people were talking about, he was able to add his own voice to the discussion and feed the conversation further. I was reminded of this when I read … [Read more...]

Measuring ROI on Content Marketing and Creation

Business goals metrics and ROI

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult and is an essential part of each content marketing strategy. I asked a panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Share one example of ROI tool/strategy that has worked either for you or your client." Ardath Albee: "Depth of Engagement" Ardath Albee is a B2B Marketing Strategist. Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. She empowers her clients to create customer-centric nurturing programs that leverage strategic story development to engage prospects until they are sales ready. Ardath’s book, eMarketing Strategies for the Complex Sale is … [Read more...]

Ten Lessons Social Media Marketers Can Learn from Email Marketers

marketing lessons

A while ago I posted an article on The eMail Guide, as the name says a site about email marketing and run by a few extremely nice people. As I write a lot about social media marketing and email marketing I wrote a post called "Why email marketers understand social media best (even if they don’t know it)". But there was some irony in it. Since I talked about "good" email marketers, hoping to convince email marketers to embrace social media. At the same time, it is true that people who specialize in social media marketing can learn a lot from email marketers. In fact, all kinds of marketers could learn a lot from each other and from sales people as well. So I decided to put the post here because I feel that it can provide some insights about social media, email and integration. If you disagree, please say so. A lot of email marketers are still hesitant about integrating social media. It’s often said that this is because email marketers have a broadcasting mentality … [Read more...]