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档案for the ‘Inbound Marketing’ Category

Inbound Marketing: Do you care about the quality of your brand’s content?

2019年8月20日
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If I had to break down the world of content marketing into two groups, it would be these:

  • Those who care about the quality of their content
  • And those who don’t

Ouch. Seeing those words in writing, my statement is a little harsh. So let me try to rephrase:

  • Those who only see content as a means to an end
  • And those who view content as an (often free) product that should have value in and of itself

To further refine this split, we could say there are two content marketing approaches we can simply label:

  • Quantity
  • Quality

当然,每一块内容都提供some价值水平。您需要一定程度的一致性生产,甚至是最高质量的内容。两个极端之间存在灰色的阴影。

也就是说,我注意到越来越多的关注n the “high quantity/means-to-an-end” approach as the content marketing industry has matured. Brands that seem like they don’t care about the quality of the content they’re producing, or at least not nearly as much as the volume. I thought this would make a fitting topic of exploration in today’s MarketingSherpa blog post.

本文最初发表于此Marketingsingerpa入学newsletter

Content pollution

Content marketing has shown impressive growth as a marketing tactic. One reason for that is the proliferation of digital platforms and the growth of computing power allowing for less expensive production of content.

如果您曾经听过Content Guru Joe Pulizzi的讲话,则您知道内容营销不一定是新的。但是,当生产手段从印刷机和六位狂热系统转换到免费的博客平台和智能手机时,内容营销增长是不可避免的。

But there’s another reason it grew as well. It was effective. And it was effective because it was disruptive.

The traditional advertising and marketing model was built around selling to the prospective customer. The core of content marketing is helping the customer. When done well, customers sell themselves.

The low barriers to entry and “free” cost compared to paid media led to explosive growth in the amount of content. This has created plenty of helpful content. But content creation has also been used as part of a major quantity push by companies viewing it as a means to an end to attract traffic.

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狗万体育安卓版营销101:文案与复制编辑与内容写作

June 8th, 2018
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding?Let us know

I recently received the following request about one of our MECLABS InstituteResearch Partners(MECLABS is the parent research organization of MarketingSherpa.) …

“我们建设的页面之一是生物页面/部分。研究伙伴是他们的人民写自己的BIOS。

I know you’re already working closely on the other pages, but wanted to see if you would be able to take those and do some minor copy editing …”

Now, we have an excellent copy editor (the blog post you’re reading right now is likely far better than my original draft, thanks to Linda Johnson). And while I’m quite confident of my copywriting skills, I readily admit I am a very poor copy editor … but I’m often mistaken for one since the different words sound so similar.

我为我们的系列营销条款帖子提出了这个例子,因为我经常看到由营销经理,项目经理等混淆的两个术语。抛出内容写作,它变得更加令人困惑。

So to help you differentiate between similar roles and find the person with the skill sets you need for your websites, blogs, print ads, direct mail letters, brochures, product spec sheets, catalogs, and on and on, here’s a quick guide. Even if you’re on the marketing technology side and don’t consider yourself a “creative,” it helps to know the people you should call when you need help.

Copywriting — Helping the customer come to the best decision about a brand, product or conversion goal

撰稿人写入电视广告,无线电景点,打印广告,营销电子邮件,直邮,小册子,室外广告和其他类型的广告或营销。目标通常是从客户那里得到一个动作,无论是制作购买,是否成为铅,捐赠或结束了一个品牌(品牌)。

Harry McCann着名着创造了“真相讲述”的短语。

Copywriters are the ones who tell it well.

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Micro-yes(s) versus Micro-moments

November 21st, 2017
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“I was wondering about the methodology of MECLABS, about micro-yeses and the micro-moments. There are some similarities about both terms. Do you have some articles on the topic micro-yeses vs micro-moments? If yes, can you provide me a link for it? If you don’t, this is a good topic for the next one, I guess.”

This suggestion comes courtesy of a MarketingSherpa Inbound Marketing newsletter subscriber who recently completed theMECLABS Institute Value Proposition Development course(from MarketingSherpa’s parent research institute).

Understanding these two topics — the micro-moment and the micro-yes — is especially important to the inbound marketer.

内容和社交媒体往往会在微观时刻消费,并让客户与您的社交和内容进行搞(最终采取更大的转换操作,如购买)需要微型是的微型转换。

Micro-moments, i.e., “I will not waste 37 seconds standing in line without being entertained!”

“We put a name to a behavior that, thanks to mobile, was becoming pervasive. People had started to expect an immediate answer in the moments they wanted to know, go, do and buy,” said Lisa Gevelber, VP of Marketing for the Americas, Google, in the article3 new consumer behaviors playing out in Google search data

Essentially, mobile web use is exploding. Yada, yada, yada. I’m sure you know all of that.

But the important element to take away is not just the构成因素移动使用需要(例如,响应设计)但是客户行为转移移动Hath锻造。

And this is a trap we as marketers fall into. When we’re reviewing our social, our content, our landing pages, our advertising, our email, etc., we’re pretty darned focused on it. We eliminate as many distractions as possible. We craft headlines and body copy with a surgical precision. We know every detail about our products and services.

However, the customer is taking a mere micro-moment in their day with many other distractions going on. When they come across your blog post, they —“Jimmy! I told you to put that down and get off of your brother!”— interact with your content, social and marketing messages in a much more distracted fashion —“Wait, what did they say? Was that Flight 2054 to Jacksonville canceled? Or did they say Flight 2045?”— so you need to make sure your messages are clear and compelling.

Hence the need for micro-yes(s); more on that in a moment.

But the bigger point is this: Next time you’re looking at a marketing piece or piece of content, don’t just make sure the form is optimized for mobile (e.g., big buttons, white space, whatever). Make sure you’re thinking through that customer’s mobile behavior.

因为客户经常在这些微型时刻表现出不同的行为。为了机智,“最佳”的移动搜索在过去两年中增长了80%,“Gevelber说。

So this behavior impacts your SEO and content strategies, for example. What type of information will people be searching for in a micro-moment? What content would help them?

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Inbound Marketing: How to bust out of your social media growth plateau

August 3rd, 2017
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You know how people chat in the office kitchen about hitting a plateau in their diet and exercise routine? Probably the most likely offender isLinda from HR

Sometimes that can happen with social media too — you’re on a steady diet of energizing engagement, and then all of a sudden, you can’t get ahead. My co-worker, who runs our social media, and I were just commiserating about how these frustrating plateaus can come out of nowhere — one week, it’s three followers more, the next, it’s four followers less.

与您的锻炼习惯一样,社交媒体高原的答案很可能是常规的变化。

If you don’t mind me saying so, mining MarketingSherpa’s content orsigning up for our inbound newsletter对于想法是一个良好的开始。毕竟它为我们工作了。

它不需要与我们,当然可以。Do some searching. Check out different websites or even other businesses’ social media accounts to see what your peers are doing.

However, with my intimate knowledge of our extensive library of content, allow me to guide you to some that might be of assistance for this query.

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How a Month-long Pet Photo Contest Received More Than 7,000 Votes and over 1,200 entries

December 21st, 2016
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Since it’s the end of the year, we like to revisit the most popular articles and case studies from the past 12 months — the collection of which can be found onour homepage。Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.

今年,我们在B2C和入站营销渠道上发布了两种案例研究,涵盖了我的笨蛋,提供亚克力和数字宠物肖像的网站的努力。两者都弹出了一年中最受欢迎的,所以我决定挖回并专注于前面未发表的笔记的一部分。

David Lefkovits,创始人兼首席执行官,我的傻瓜脸,他的团队于10月26日推出了一场宠物照片比赛,目的是六天才能在月底之前运行。他们使用了专用页面www.mypoochface.com/photo-contestand also the linkwww.vote4mydog.com, which re-directed to the same page.

笨脚脸比赛

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How to Build a Brand that Customers Passionately Love

May 6th, 2016
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每周五期五达6月7日,当时IRCE在芝加哥开始时,Marketingsherpa将潜入从去年媒体中心访谈的经验教训与发言者和与会者,例如Eoin Comerford,首席执行官,Moosejaw。他和我去年发表了关于竞选风险的推动,以获得客户忠诚度的奖励。

“What it comes down to is, do you want a brand that people will care about? If you try to be all things to all people, you’re really nothing to nobody,” he said.

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Customer Testimonials: 3 ways to leverage your customers to help tell your product’s story

April 28th, 2016
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U.S. media ad spending will hit $200 billion in 2016,according to eMarketer。And yet, whenwe asked 2,021 customers how they discover new products,广告是第五次最受欢迎的响应,其中有五分之一的响应而绑定了27%。

“In-store browsing” was the most popular (59%), and the focus of today’s MarketingSherpa Blog post —“word of mouth from friends, family, colleagues”— was a close second at 57%.

但是,什么时候we askedmarketershow they actually helped customers learn about products, there was a bit of a disconnect from customer preferences. Online advertising was the most frequently used tactic (60%), while “encouraging word of mouth” was only the fifth most popular tactic (chosen by 45% of marketers).

你怎么能增加产品口碑为你发送ts and services?

Be awesome.

这将以最高速率产生有机转介。

But a deeper question is more applicable to marketers — how can you leverage word of mouth in your marketing to increase conversion?

Here are three ideas for your campaigns.

Idea #1. Help, not hype

“My experience with Summit has just been seamless. I got the opportunity to submit some different proud moments for marketing and my team’s successes. And then having the opportunity to be selected and the opportunity to be with such a prestigious organization was very flattering. Then I was very, very prepared every step of the way. I had a dedicated team that was sending me updates, giving me clear deadlines, supporting me along the way — just made it incredibly professional and certainly best in class.”

That quote is from Cambria Jacobs, Vice President of Marketing and Customer Service, Door to Door Organics, from a video promoting the MarketingSherpa Summit 2017 Call for Speakers.

Now, we didn’t need to have Cambria in the video. I could have told you how amazing it is to be a speaker atMarketingSherpa Summit 2017 at the Aria Resort in Las Vegas。你将如何在灯光下找到你的名字。你将被一个崇拜的营销人群所击球。而且,最重要的是,您甚至可以获得几个月与我直接工作的独特荣誉和特权 - 这是一个终身终身的机会,你永远不会忘记 - 因为我在我们讨论之前,我可以帮助你塑造你的故事阶段。

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社交媒体营销:在线有机零售商在18个月内超过600%

April 8th, 2016
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“Your brand is not what you say it is, but what your customers say it is.”

或者是旧的广告格言。

If we were to update that to modern times, we might add, “And you can discover what they’re saying about your brand on social media.”

When Cambria Jacobs, Vice President of Marketing,门口有机物,坐下来接受采访Marketingsingerpa峰会2016年with Courtney Eckerle, Managing Editor, MarketingSherpa, she shared that old advertising maxim along with her team’s journey on social media — from a customer service channel to a unified, proactive, brand-building strategy.

Here are four key lessons from Cambria’s interview …

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来自Shia Labeouf的3个课程如何去病毒

November 13th, 2015
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营销人员一直询问,“我们怎样才能让我们的营销变得病毒?”这有点像说,“让我们计划是自发的” - 就像它是讽刺一样毫无意义的。

你不能makeanything go viral. It’s a mysterious and oftentimes random set of elements that leads to online sharing and discussion, even if “going viral” is just within your own pool of customers.

That isn’t to say, though, that there aren’t tips and ideas that you can’t integrate into your content and marketing practices to increase the odds of intriguing and capturing your customers enough to share your content.

来自Shia Labeouf的3个课程如何去病毒

Chances are you’re familiar with Shia LaBeouf. The actor notably started on the Disney Channel showEven Stevensand he has been a near-constant figure in Michael Bay’sTransformersmovies. However, around the Internet, he may be better known for his performance art pieces.

Beginning Tuesday, November 10, at noon, LaBeouf sat in the audience of the Angelika Film Center in New York City to watch all 27 of his movies, beginning with the most recent and ending Thursday at 8 p.m. with his first.

In this latest performance art piece, titled #ALLMYMOVIES, visitors were invited to the theater to sit with Shia as he watches all of his movies consecutively in what various articles are calling“a work of genius,”Rolling Stone) or alternately,“有史以来最为自恋的狂欢。”拉时代).

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Inbound Marketing: How to turn your customers into brand enthusiasts

November 6th, 2015
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KontrolFreek has taken a “very organic” approach to building its base of customer brand enthusiasts and ambassadors, which it calls FreekNation.

Ashish Mistry, President and CEO, KontrolFreek, sat down with me at IRCE 2015 in Chicago, and discussed how the company was able to work within pockets of influence in its digital marketing to turn customers into fans.

The key to how the marketing team has been able to do this is through a number of different avenues in its digital space.

Authentically develop relationships with customers

“我们早早意识到的事情之一就是这将是我们营销的核心,”Ashish说。

The team thought email would be one of the main marketing drivers, he added, but what has been the most interesting development, from his perspective, is to see how important the social role of these brand enthusiasts has been for the customer base.

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