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...]
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...]
In a society, ruled by perception and the influence of “authority” and “reputation” (not to be confused with “earned reputation”), the messenger unfortunately is still often more important than the message.
Each year, loads of money are spent to train and assist execs, managers and politicians in expressing their viewpoints in crisis communication situations, interactions with “the press” and debates of all kinds.
Despite the increasing role of online media, TV and newspapers play a predominant role in “public relations” and perception. [Read more...]
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Blog Comments and Engagement: Calculate and Use the ConversATion Rate
Moreover, comments are not always essential. The commenting culture is very different in various countries and maybe you just really write darn good posts no one wants to debate about (but that will show in traffic). [Read more...]