It’s summer, and while your marketing team may be working on autopilot, with nothing but beach vacations and plans of soaking up the sun on their minds, it’s time for a much-needed reality check. When it comes to preparing for a major trade show, the mistake many companies make is to wait until a month or two before the show to start formulating a plan. Unfortunately, by this time, it’s often too late to ensure that your organization can make a real impact. So, if you plan to attend Mobile World Congress Americas this Fall, put down the piña coladas and start thinking about these five things right now:
CCO Blog | Insights on Content Marketing, PR and Social Media
Speaking at industry trade shows is a strategic move that can land you everything from new business leads, increased sales and media coverage to Thought Leadership status for your executives. Perhaps you’ve submitted paper after paper, only to be rejected time and time again. Let us give you the inside track.
Apr 7, 2015
Recently, the front page of the New York Post displayed outrage toward a group of people who took a selfie with a New York City apartment building ablaze in the background. Two people died in the blast and many others lost their homes, but these people thought it an opportune time to say “cheese” and post the pic to social media. Perhaps being witness to this tragic event somehow made them feel important or a part of something big or perhaps it is the perfect example of just how narcissistic our society has become.
The concept of influencer marketing describes the practice of targeting your marketing to a select group of individuals, e.g., journalists, analysts and bloggers— that have influence over the buying decisions of your target audience. If you have a media list that you regularly pitch to, you’re already using influencer marketing in your PR program. But are you leveraging this strategy for your content marketing program as well?
We recently revealed 18 compelling reasons why you should blog more frequently; but according to the Content Marketing Institute, 50% of B2B marketers are challenged with producing content on a consistent basis. On the other hand, about 64% of B2B marketers outsource their content writing. I’d venture to guess that there is some significant overlap between that other 50% who have no problem creating enough content and those who chose to outsource their content.
Are you currently blogging for your business? If not, you should be. If so, are you consistent? Having a blog that’s not being updated regularly (at least once per week) can hurt your brand more than not having a blog at all. If you are blogging, are your posts informative or mostly self-promotional in nature? If you’re hoping to build an audience of loyal brand followers, recycled press releases and company news simply won’t cut it.
Studies have shown that blogging consistently, offering content that’s valuable, relevant and interesting, creates more sales leads, resulting in increased revenue. Here are 18 statistics that build a convincing case for creating custom content in the form of blog posts:
- 62% of marketers published a blog in 2013 (Hubspot’s 2013 State of Inbound Marketing)
- B2B companies that blog generate 67% more leads per month than those who do not blog (Hubspot)
- 82% of marketers who blog see positive ROI for their inbound marketing (Hubspot)
- Blogs give websites 434% more indexed pages and 97% more indexed links (Content+)
- Brands that create 15 blog posts per month average 1,200 new leads per month (Hubspot)
- Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. (TrafficGenerationCafe)
- Businesses that blog ≥ 20 times/month get 5x more traffic than those who blog ≤ 4 times/month. (Hubspot)
- 82% of marketers who blog on a daily basis acquired a customer from it. (Hubspot’s 2013 State of Inbound Marketing)
- 37% of marketers say blogs are the most valuable type of content marketing (Content+)
- 81% of companies consider their blogs “useful,” “important,” or “critical”. (Hubspot)
- 92% of companies who blog multiple times per day have acquired a customer from their blog. (HubSpot)
- Among those who use e-mail marketing, companies that blog get twice as much traffic from their email than those who don’t. (HubSpot)
- 37% of marketing managers believe the most important channel for engaging customers is content-led websites. (The CMA)
- 62% of B2B marketers rate blogs as effective (CMI/Marketing Profs)
- 43% of marketers generated a customer via their blog in 2013. (Hubspot’s 2013 State of Inbound Marketing)
- 81% of businesses have reported their blog as useful or critical to B2B lead generation. (Nurture)
- Only 9% of U.S. marketing companies employ a full-time blogger (Fast Company)
- 78% of chief marketing officers think custom content is the future of marketing. (Hanley-Wood Business Media)
Dec 17, 2014
More than 27 million pieces of content are shared each day (AOL & Nielsen), and taking advantage of this influx of information can benefit your business by increasing visibility, website visits and leads. Gathering together content from other sources and delivering it in a structured way to help build your audience’s interest in your industry, product or service is known as content curation.
Though referred to by some as just another fancy term for using other people’s articles and posts, content curation is fast becoming a way that businesses can reach their audiences, establish an online presence, and build relationships with potential and current clients.
Content auditing is the first step to creating a solid content marketing plan. Content auditing focuses on measuring the current content on a website and determining how effectively it is doing its job. Content audits aren’t difficult, but there’s likely going to be a lot of details to keep straight, so organization is critical. This seven-step program provides the guidelines you need to get started:
Oct 2, 2014
“I tell you and you forget. I show you and you remember.” ~ Confucius
Throughout history, images have been central to man’s development, as can be understood through cave paintings, for example. As the old adage goes, “a picture is worth a thousand words.” While this may seem cliché today, Confucius knew it thousands of years ago and it still holds true, perhaps now more than ever before.
Sep 17, 2014