You may feel that your marketing team IS your public relations team. And although they can perform similarly in theory, the reality is that they have two distinct goals. Marketing works to increase sales (and income), while public relations has a simpler goal: to improve and expand your brand image. So outside of the sales you bring in, your PR team helps your company look its best to the public. With much more pressing tasks than creating press releases, PR departments perform a wide range of tasks, from presenting your brand name as a veritable expert in your industry to defending your brand against social media scandals, carrying a heavy weight for your company.
Although the use of “content intelligence” may seem like something you might start in the future, not only is it “now”, but there are several content intelligence habits you can adopt without diving into a life-changing marketing (or software) investment. These small activities can be leveraged to give your brand the boost it needs to stay ahead of the competition, and continue to engage your customers, both present and potential.
Content intelligence may be “all the rage”, but before your marketing team decides they need to jump on the bandwagon, buying the latest software to help their content strategy, it is important to understand (in detail) how content intelligence can truly make a difference. Many marketers are becoming masters of content which brings consumers into the funnel; they can create content that attracts leads, but may not know how to continue providing content which leads them to the bottom, or truly understand how specific pieces of content are affecting sales. However, content intelligence can dig deeper into data you may already have (or have access to), but have yet to pull out and evaluate. This will help you bridge the gap between what you THINK your customers want and what they really DO want, moving away from guessing and towards accurate data.
The online world...the entire world, for that matter…is overrun with content. Nevertheless, has every problem, every pain point, every consumer’s question been answered? The simple answer is: of course not. If it were, there would be no reason to add more content to the world. We, as marketers, understand that consumers are looking for more detailed answers, and we want to provide them with the information they are seeking. However, with so much out there, they could spend hours, days, or weeks wading through it.
Email may seem like an old-fashioned way of marketing. With social media, mobile, and other forms garnering the most interest, you might think that there is little need to focus on this type of marketing. This is not true. Recent findings indicate that investment in email as a channel continues to grow at a rapid pace; and why not? A relatively cheap way to market, email marketing gives you a return on investment of 38-1. However, it must be handled delicately. If you misuse it by bombarding a bad list of contacts with content they don’t care about, you can severely damage your chances of conversions.
As the landscape of digital marketing has changed dramatically in recent years, one trend stands out; video marketing. This type of marketing is suited for today’s consumer, easily shared, interest grabbing and accessible effortlessly from mobile devices.
You’ve got an innovative new product or service. Your team has planned the perfect marketing funnel. You’ve invested your valuable resources into the launch. You’re ready for the customers to come to you in droves, you’re convinced that they’re just going to throw money at you, and then…..crickets.
Historically, there has been an (invisible) wall between marketing and sales. This lack of alignment can cause friction between your team, preventing the growth you are reaching for and undermining the work you are accomplishing together. One way to close the gap is by optimizing your contact to suit the needs of your sales team.
Everyone in the digital marketing world is looking for the magic pill. They are searching for the one tactic that will span the test of time, and hopefully last for years.
Unfortunately, we’re in a period of transition, and the marketing landscape is constantly changing. Some of the methods that we employ today may be obsolete a few years from now. In fact, there has been lots of talk of traditional SEO becoming completely irrelevant.
Yet marketers the world over, are still looking for a sustainable method, they have yet to find one. But there is one way that the work they put in today can reap benefits for years; this is evergreen content.
Have you ever put something off that you know you should have started sooner?
As the days and weeks go by, you relegate it to the bottom of your to-do list. Finally one day you have a bit of free time, so you get around to it. And you think “why didn’t I start this earlier?” For most businesses, this is their relationship to video marketing.
