Archive for the ‘Content Marketing’ Category

Live From MarketingProfs B2B: Creating Versatile, Valuable Content for B2B Results

<< by Sarah Wyland on October 10th, 2013

Setting yourself apart from your competitors is a key way to catch the eye of a potential customer. What makes your company unique? Why should a client sign with you instead of the competition? A brand’s focused message needs to be about what their customers want to hear.

photo 3 Live From MarketingProfs B2B: Creating Versatile, Valuable Content for B2B Results

Jeannie Rossignol – VP, Marketing Communications US Client Operations, Xerox

“All memorable content comes from great stories,” Jeannie said. “Even in B2B.”

When your content is similar to that of your competitors, the important question to ask yourself is ‘how are these products or services going to help the customer?’ Even if you think you know your product, it’s worthwhile to revisit what you think you know and especially how the message reaches customers.

photo 2 Live From MarketingProfs B2B: Creating Versatile, Valuable Content for B2B Results

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5 Challenges B2B Marketers Must Overcome to Make Content Marketing Work

<< by Kari Rippetoe on October 9th, 2013

max hiding 5 Challenges B2B Marketers Must Overcome to Make Content Marketing WorkAs Content Marketing Manager here at Search Mojo, I count myself as pretty lucky. I’m in a position dedicated to content marketing, created because we think it’s incredibly important and valuable not just for ourselves, but for our clients. We have amazing resources for creating top-notch content. But I’m sorry to say that lots of other marketers aren’t as lucky as I am in that regard.

You may be one of those marketers who knows the value of content marketing, but has several challenges to overcome within your organization to get everyone else to agree. Do you:

  • …find it hard to get everyone to agree on what content marketing is?
  • …fight constantly with Sales about the qualification (or nonexistence) of leads?
  • …have trouble creating a coherent sales and marketing strategy (and sticking with it)?
  • …hide under your desk when your boss asks about the ROI of that last marketing campaign?

If so, you definitely have some challenges to overcome first – before trying to make your case for content marketing.

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Live from SMX East: Quick and Easy Video

<< by Janet Driscoll Miller on October 3rd, 2013

As SEOs, we know that video ranks well in organic search and often garnishes more clicks. But video can be timely and expensive to produce.  The panel for this session included Mark Robertson from ReelSEO, Lawrence Basso of Overit, and Tim McDonald of The Huffington Post.

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Live from Lead Gen Summit: Addressing Content Marketing Challenges

<< by Kari Rippetoe on October 2nd, 2013

content marketing aint easy Live from Lead Gen Summit: Addressing Content Marketing ChallengesWhile at Lead Gen Summit, I led a roundtable discussion about content marketing with other marketers in attendance. Because the topic of the roundtable was so broad, I decided to make the focus of the discussion on the participants’ biggest content marketing challenges. This turned into a very interesting and engaging discussion, where everyone not only had a particular content marketing challenge of their own they wanted to address, but also had wonderful and useful insights to offer for others to think about. Here are some of the challenges that we discussed:

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Live from UVA Social Media Conference: The “Wild West” of Social Media: Best Practices

<< by Alex Katzen on September 26th, 2013

Social Media Managers, Valerie Harness, Rob Seal, and Lauren McSwain-Starrett from University of Virginia’s Darden School of Business, Office of Unversity Social Media Icons 1024x992 Live from UVA Social Media Conference: The “Wild West” of Social Media: Best PracticesCommunications, and Information Technology Services respectively, lead the final session of the UVA Social Media Conference: a round table discussion, entitled “Social Media Best Practices, Measurements and Strategy.”

When it comes to your social media strategy, consider these four points:

  • Untamed nature of social media
  • Finding your unique voice and leveraging the bigger conversation
  • Wrangling the social media account/page “herd”
  • Comment monitoring, moderation and policy

Things pop up organically, so it’s important to start off with all the necessary tools and continue an open form of communication within the brand so that it will reflect in social media.

When it comes to your Content Strategy:

  • Know the basics: who, what, where, when, why & how
    • Create a social media checklist and implement a social media posting plan
    • Only select the profiles that work for your brand
    • Make sure you understand  your brand, audience, goals, measurements and responsibilities to properly gauge your social media strategy before beginning the campaign
    • Reserve account names/ handles ahead of time
    • Content machine: Learn to curate and create
      • Content source doesn’t matter to fans, it’s all about what’s engaging
      • Consider the type of post, post frequency, platform for the post, and content provider
      • Use editorial calendars for posts
      • Deciding what to post: Eat your vegetables v cat memes
        • Know when to post fun things and when news items are ideal
        • Use tools like HootSuite to help with posts

Even with a great strategy, crises happen so build a communication plan beforehand rather than having to deal with the aftermath.

Stay ahead with the best practices of social media!

photo 1024x768 Live from UVA Social Media Conference: The “Wild West” of Social Media: Best Practices


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