customer-centric marketing resources
Chris Brogan
2012 is the year of oversaturation. On social media too. So says Chris Brogan. He has a point. You know the phenomenon. There is too much ‘noise’. And we need filters.
“Curation” is hot. That’s why Twitter acquired Summify. We will scale down.
We live in a consumption society, says Brogan. “People can barely read a tweet.” We must keep everything brief. Ten blogging lessons. [Read more...]
A corporate blog has a purpose. In fact, it can serve several purposes. So, it’s obvious you want to get results with your blog. However, the rules and best practices of efficient blogging should not undermine vision and personality. Blogging and content marketing are a balancing act.
Content is produced by people for people, with a focus on human needs, preferences and business purposes. Blogs are also written by people. They offer the opportunity to put the human capital that co-defines your brand in the interaction spotlight, instead of your business and products themselves. The people that ‘make’ your brand are your ‘internal customers’ (employees) as well as your ‘external’ clients (buyers, prospects and all who find themselves within the social ecosystem of your company). [Read more...]
The benefits and possibilities of blogs and blog marketing are – hopefully – well-known by now. Blogs play an important role in an integrated and people-oriented inbound and content marketing approach. Yet, they deserve more attention.
In social media marketing, blogs are often – not always justly – described as the “hubs” around which all social activities take place. However, unfortunately, the potential of blogs is still underused and looked upon from an isolated perspective. There are still many silos in marketing and that goes for blogs as well. [Read more...]
Vocus has developed an interactive social media strategy application, based on data and content of partners such as MarketingSherpa. It’s a nice tool but most of all an excellent content marketing case.
Content is a social object. By that I mean it is defined by what people want and how they interact, not the other way around. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the copy on a web site, etc.
Here is a case that shows how content is much more and how powerful content marketing can be. Even if content marketing is not your thing, you might want to read on if you’re interested in social media marketing. I know you’ll love it. [Read more...]
Content Marketing World speaker AJ Huisman & Joe Pulizzi in 2010
An interview with content marketing evangelist Joe Pulizzi on what makes great content and the key success and failure factors in content marketing.
Last week, Joe Pulizzi and his team at Junta42 and the Content Marketing Institute, organized the first edition of Content Marketing World. The event was a huge success and, obviously, resulted in a lot of content. Michele Linn made a nice overview page here.
Since we organized a round table on content marketing with, among others, Joe and AJ Huisman, one of the speakers at Content Marketing World, and I helped launch the first two editions of Joe’s Chief Content Officer magazine in Europe a year ago, much has changed. [Read more...]
Content marketing requires a thorough analysis of what people need that goes far beyond their content needs. Three elements to consider before deploying a content marketing strategy.
Content marketing is defined as a set of marketing techniques and tactics for marketing purposes. However, it’s also a process that it is very connected – and thus should be aligned – with several marketing goals, business processes and touch points across the customer journey. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. The term doesn’t matter, the role of content in marketing and for customers does. And let’s not put content in a marketing silo, we have enough of those already. To succeed, and I am and will always be repeating this, content marketing, probably even more than many other marketing techniques, is all about people-centricity (and obviously, your business goals).
Content marketing is not an isolated marketing technique or approach. I would even go as far as to say that it has no sense if you don’t have a conversion marketing strategy, community program, lead management process, marketing automation flows or a cross-channel marketing approach, to name just a few. [Read more...]
 |  |
Page optimized by WP Minify WordPress Plugin
Recent comments