19
Jun

Growth hacking: what established companies can learn from startups

June 19, 2014
by: in B2B , Marketing strategy , Content marketing No comments  

Growth hacking, growing taller than dinosaur

As previously outlined, content marketing isn’t a fad. Times have changed for marketers and will continue to do so almost daily. Following the successes of startups like Pinterest and Twitter, today’s savvy (or just plain broke) marketers are turning to growth hacking instead of traditional marketing techniques.

Growth hacking is defined as using conventional and unconventional tactics to grow a user base startup-style. Some examples you may be familiar with include Twitter’s “Who to Follow” prompter and Dropbox’s rewarding more storage space to users who invited friends to use the platform.

But these tactics aren’t just for startups. They’re actually the new MO of marketing. And at the core, they’re all about knowing who your customers are, where they reside on the web and what motivates them.

Read more »

 
Leave a comment
 
20
May

What is native advertising anyway?

May 20, 2014
by: in B2B , Content marketing Comment (1)  

Native advertising is hot. Facebook, Twitter, Pinterest, Instagram, and Tumblr are all monetizing their platforms with “in-feed ads,” and media stalwarts like Time, Forbes, Wall Street Journal, New York Times, and USA Today are all offering native advertising solutions. According to eMarketer’s report, “Native Advertising: An Emerging Consensus for a New Kind of Ad,” marketers are projecting to triple their spend on native advertising over the next five years, from $1.6 billion in 2012 to $4.6 billion in 2017. 

But what exactly is native advertising? Despite its skyrocketing growth, Copyblogger’s 2014 State of Native Advertising Report recently found that about 50 percent of respondents were clueless about the term, and another 48 percent only had a shaky understanding of it.

Jive_Software_LinkedIn_native_ad_3

Read more »

 
Leave a comment
 
01
May

You invest in your content. Follow these tips to invest in your audience.

May 1, 2014
by: in B2B , Content marketing No comments  

content marketing, relationship building

With all of the time and energy you’re spending on creating and promoting great content, it’s easy to forget that your online presence isn’t meant to be a soapbox. It’s a two-way connection.

Street cred and social proof aren’t built on self-promotional blog posts and tweets alone. So how can you go beyond your product or service and build real connections with your audience?

Listen

Actively research what your prospects and customers are saying in other arenas, not just any comments on your blog. Twitter is a great place to start. Follow your followers, as well as your ideal customers (your competitors’ followers) to see what’s on their minds. How can you help them solve these issues, even when the problems aren’t directly related to your product?

Read more »

 
Leave a comment
 
27
Mar

Content marketing isn’t a fad. Jump in feet first with these tips.

March 27, 2014
by: in B2B , Marketing strategy , Content marketing Comment (1)  

iStock_000014129583Medium

Through the outdated lens of traditional marketing, it doesn’t really make sense… Spending time and money to create content prospects will find useful and share — without including a single sales message. But unlike skinny ties and huge hair poofs, content marketing is here to stay, and with good reason:

  • More Leads: B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)

  • More Engagement: 90% of consumers find custom content useful. (TMG Custom Media)

  • More Love: 78% of consumers believe that organizations providing custom content are interested in building good relationships. (TMG Custom Media)

Read more »

 
Leave a comment
 
20
Mar

Does your content live up to your headline?

March 20, 2014
by: in B2B , Content marketing No comments  

creating content that lives up to your headline

Ever clicked on a headline only to be sorely disappointed when the content didn’t live up to your expectations? It’s kind of like connecting with someone online, then being jarred into the horrible realization that they’re a Photoshop ninja upon the first date.

Yes, intriguing headlines are highly effective. And since the average attention span is only eight seconds, what’s the big deal if you lose momentum after your blog post is clicked? If open rates were the end game, you’d be golden. But you’re trying to build credibility that leads to a relationship with your readers. Here’s how to skip the bait-and-snooze while knocking your headlines out of the park:

Read more »

 
Leave a comment
 
Newer Entries »

Get INKsights in your inbox

Archives