With Google’s announcement at Cannes Lions that it’s expanding its partner program to include advertisers, it is reinforcing the importance of creating content specifically for the YouTube community rather than just re-purposing ads created for TV.
So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web.
Tags: content marketing, content strategy, Digital Marketing, Search, social marketing, Social Media, social media marketing, social media strategy, socialmedia, Video, youtube
Posted in Social Media, Video | 1 Comment »
We are busy people. Our business and personal days are filled with activities. The activities we engage in usually are designed to help us accomplish either a business or personal goal. For example, I get up early and go to the gym and engage in the activities of exercising. Not because I just want to – but because I have a goal of losing weight!
Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis. Yet understanding these can yield rich and robust insights into goals, which drive buying decisions.
A Day in the Life
Since childhood, we have probably heard this quote a thousand times:
“You never truly know someone until you've walked a mile in their shoes.” –American Adage, Source Unknown
This applies in the development of buyer personas. Using an activity-based research approach allows us to walk in the shoes of our customers and prospective buyers. What it gives us is something very important. Context.
Context provides us with a day in the life perspective. We want to see what customers are confronted with in their natural – not artificial – environment.
When you have visitors to your home, you take pride in... Read more
Tags: branding, buyer experience, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer research, Digital Marketing, market research, marketing, social marketing, Targeting, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting, Word of Mouth | No Comments »
It seems like as soon as I wrap my head around Google's latest algorithm update, there's another release that changes the game.
While SEO experts should live in the weeds of these updates to understand the nuances in how Google ranks content, marketers should recognize a few high level SEO trends that drive successful content marketing initiatives.
1. SEO used to be an exercise in optimizing content for spiders. Today, SEO is about optimizing content for the user.
This is an important distinction that should drive every piece of content produced, from how you choose the topic to the words you use to express the idea. Search engines think like people, but for some reason most brands don't speak like people. This is causing a disconnect between the brand and the consumer on every level - in relating to them obviously, but also in just being discoverable. No one searches in corporate speak.
So, how do you do this? Research.
A combination of both keyword research and social listening will show you what words and phrases consumers use. Once the content is written and optimized appropriately for search, the language used in social media should reflect the language used in the content.
The same keywords... Read more
One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again. Changes in buyer behaviors continue unabated. This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula.
5 Buyer Behaviors B2B Marketing Must Keep An Eye On
New buying behaviors means B2B marketers have to become more responsive today. Creating nimble organizations and improving knowledge in buyer understanding. Here are ways buyer behavior will continue to reshape marketing:
Buyers Embrace Collaboration
Social and digital technologies has allowed for progress in the area of collaboration. Meaning the sphere of influence and interaction not only has widened but increased. Old ideas about roles on buying teams are being shattered as we speak. The era of collaborative buyer networks has arrived. We now have to consider internal as well as external members of collaborative networks impacting decision-making.
Buyers Want Co-Creation
Collaborative networks are fostering a new environment for co-creating products, services, and for solving problems. This new development will put pressure on B2B organizations to get in line with flexible products and services which allow buyers to play an active role in co-creating. Buyers... Read more
Tags: b2b marketing, B2B Sales, Business-to-business, buyer persona, buyer personas, content marketing, content strategy, demand generation, lead generation, marketing, social marketing, social media marketing, Tony Zambito
Posted in Creative Best Practices, Email, Emerging Platforms, Opinions, Social Media, Targeting, Websites, Word of Mouth | No Comments »