Rachel Balik says, “Content personalization is a hot topic for digital marketers these days, but many are just beginning to understand how they can actually put it into practice. Previously, a personalized website — one that displays different content or a different layout depending on who is visiting – involved quite a bit of heavy lifting. These days, new tools and technology are making it easier than for marketers to implement this kind of personalized content. However, there are still a lot of choices when it comes to the best approach. Although there’s no one-size-fits-all... [...]

Eric Enge says, “Content marketing strategies often fail and for many different reasons. My colleague Mark Traphagen and I recently invited well-respected thought leader and Moz founder Rand Fishkin to join us on a live video broadcast of The Digital Marketing Excellence Show to discuss the reasons why. What follows in today’s column is a summary of the top lessons from the show, starting with three myths”. Content Marketing: What Separates Success From Failure? Marketing Land  [...]

Emma Snider says, “Great news, marketers! A new infographic fromDocurated shows that the work you do pays off:83% of companies cite high-quality content as a top driver of winning new customers. But there’s a slight glitch in the baton handoff to Sales. Those awesome pieces you’re putting out? Reps can’t find them. According to the infographic, 58% of surveyed organizations agreed that speed of RFI and RFP responses is important to signing new contracts. But unfortunately, salespeople are slowed by disorganization: 65% said the ability to quickly find content was a major... [...]

Sharmin Kent says, “Now that the average B2B buyer is more than halfway through her purchase decision before engaging with a sales rep, it’s critical that the content propelling a prospect through the pipeline is informative and relevant. An organization’s marketing team is usually responsible for creating sales content, and communication and collaboration between the two departments can be rare. For forward-thinking organizations, however, the age-old tug of war between sales and marketing is finally coming to an end. Aligning marketing and sales goals ensures that a marketing team produces... [...]

This is a reminder for the eMarketer’s B2B Content Marketing Ad webinar on September 4. eMarketer team says, “We’ll address these key questions: Are B2B marketers too focused on leads? How can marketers achieve soft goals like branding—and measure success? Are intangibles as much a part of sales conversions as lead generation? Will budgets be cut if satisfaction doesn’t improve?“. Webinar Details Organizer:  eMarketer Key Speaker: Mike Hudson Topic: B2B Content Marketing—It’s Not Just Lead Gen Day/Date: Thursday, September 4 Time: 1.00 pm ET – Time Zone... [...]

Matthew Solomon says, “Through the marketing funnel your leads will make multiple interactions with your content and website. Attribution is a way of understanding which marketing channels or campaigns contributed to a conversion on your website by looking at the different “touches” a lead makes during the lifecycle stages. Most digital marketing tools such as HubSpot and Google Analytics have reports built in to track attribution”. The 3 Types of Attribution You Should Be Measuring in Your Marketing HubSpot  [...]

Lisa Kasanicky says, “If there’s one thing I love about yoga besides the catnap at the end, it’s that instructors will often remind you that the practice is not a competition. “Don’t let what others are doing affect your practice,” they’ll say. Or, “No one is grading you on your performance.” Lovely sentiments. But not in the content marketing world. Standing out in the elbow-to-elbow class of content marketing practitioners requires more of a competitive spirit than most of us are willing to admit. Perhaps the one saving grace of the content game is that armed with the... [...]

Pete Prestipino says, “Today’s consumers (end-users) are looking for a personalized encounter on the ‘Net and digital publishers are increasingly focused on providing an optimal experience and are actively integrating solutions to make it happen. Real-time content optimization engine Dynamic Yield for example, has released a new solution that will provide online publishers an opportunity to provide their website visitors such a personalized experience around news content“. Personalized Content with Dynamic Yield Website Magazine  [...]

Pamela Vaughan says, “Raise your hand if this sounds familiar … As an inbound marketer, you work hard to keep your content engine going. You publish new blog posts, launch new ebooks, and produce new webinars regularly. You rinse and repeat, pumping valuable time and resources into new content creation to keep your blog fed and your offers fresh. But have you ever noticed how fast that new content becomes “old” content? Posts quickly get pushed off your blog homepage, and offers stop getting promoted. You put all this work into creating the new stuff that you fail to realize... [...]

Christopher Ratcliff says, “Amtrak is the intercity train service run by The National Railroad Passenger Corporation, connecting more than 500 US destinations and three Canadian provinces. According to The Make Good in its piece on content marketers that are ahead of the curve, Amtrak has seen a rise in train ticket sales that perhaps goes against the dominance of air travel in the USA. This is in part thanks to its recent content marketing push. Amtrak has redesigned its blog, including an archive of photography that stretches back over four decades of its existence, upped its social media... [...]