How integrated is your search and social marketing?

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To provide ADMA members with the most relevant thinking in the ever-changing marketing landscape, ADMA has combined their Social and Search Expert Groups into one combined group.

To help us kick off the ADMA Search and Social Expert Group, please consider investing seven seconds of your time to answer our one question poll: how integrated is your search and social marketing?

So…wondering why you should integrate your search and social marketing efforts?  Here’s a few reasons why.

Continue reading

2013: The year of mobile RIO

By Kyle Lacy, Principal of Marketing Research & Education, ExactTarget

Courtesy of ExactTarget

Courtesy of ExactTarget

Communication is changing and changing rapidly. Consumers are awash in technology (desktops, laptops, smartphones, and tablets) that facilitates unprecedented mobility and social connectivity. And mobility is leading the charge. Continue reading

App and Down the Mobile Ladder

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What are your key reasons for building a branded app? Are you trying to shift perception of your brand, increase loyalty, or introduce a new product line? Is it just because “everyone else has it” or because you need one to drive traffic to your site, boost your sales and brand awareness? Whatever your reasons are, here’s what you should know… Continue reading

Reshuffle and repeat … Not!

“Much of the content on the Internet is unoriginal and devoid of critical thought.” That’s according to Movéo Integrated Branding, a full-service business-to-business brand communications firm from Illinois.

Brian Davis, the company’s Managing Partner, says that what he sees on the web today reminds him of that video he saw a couple of years ago: “I’ll repeat exactly what you told me and shuffle the words around a bit.”

Movéo have recently come up with a new whitepaper where they’ve formulated the Content Marketing Laws, outlining the ways to combat empty words and ideas.

So let us now reshuffle, repackage and repost a few of them: Continue reading

B2B: 10 Rules To Generate Leads Via Content Marketing

Content marketing is the new black. It’s just sooooo fashionable!

This is somewhat of a surprise when you think about it, content marketing is hardly new. So why the renewed interest?

Consider this statistic: Marketing Sherpa reports well over 80% of B2B buyers start their purchasing journey online.

Your buyers are researching their options, connecting with their peers, all online and all without referring to you or your competitors. Good, useful, well constructed, valuable content is highly prized by buyers in an online world crammed with information that is little more than simply noise.

Your second job as a B2B marketer is to get your content into the hands of your buyers or at least in front of their eyeballs.

Get these two elements right and your firm will dramatically increase the quantity and particularly the quality of leads. With better quality leads, conversion rates will soar and you lead-to-revenue ratios will significantly increase. In short your funnel will flow more efficiently.

This is why content marketing is receiving so much attention presently.

Building a Content Marketing Strategy

So what is content marketing? It means building valuable content that you give willingly to your contacts, leads, qualified prospects and customers that expand their understanding of the issues they face, assist them to clarify what’s wrong, and help them understand how best to fix their problems – one at a time.

Content marketing should aim to trouble the buyers of your target market about the problems they face, to such a point and in such a way, that they take action. Without creating action, marketing is a pointless exercise.

But here’s the rub. It means you have to stop  Continue reading

What’s your Brand Story?

By ADMA

Firms have been creating and curating relevant and compelling materials that position themselves as industry experts or a brand deserving of loyalty for many years, but the shift in focus to content marketing has been gathering pace. In an August 2011 survey from the Content Marketing Institute around 60% of (B2B) firms said they would increase their content marketing in 2012, while in a more recent survey (Feb 2012, US Creative firm Outbrain) 82% of firms said they expected to increase their content marketing efforts.

The upsurge in interest in content marketing has been fuelled largely by consumers themselves. In a survey of internet users by JZ Analytics in 2011, 54% of those polled said they consumed over 20 hours of digital content per week. Of course this is not just material put out there by firms wanting to engage with them, it includes user generated content. However it does show that consumers are receptive to good quality content, and will actively seek it out at various stages of the buying cycle for all manner of products and services.

So the battleground for consumers’ attention is shifting from traditional advertising channels to content and the brands with the best content will be the winners. So what is good content and how do you develop a winning content strategy?

People are inspired by stories and with the aid of examples, Richard Parker, Head of Digital at Edge, will show how successful brands have used storytelling to build their brand during our new content marketing short course. As he says in his white paper ‘Tell me a story’ – “The creation of a compelling and powerful brand is essentially the result of creating a story people want to be a part of”. The paper goes on the cite 27 ways in which marketers can create a great story.

In the one day content marketing course Richard will explain how to leverage archetypes, metaphors, myths and legends to inform your content strategy – and engage more closely with your audience.