Insights

What is Sales Enablement and Why Do You Need It?

[fa icon="calendar'] Apr 24, 2015 11:46:00 AM / by DIA Team posted in Sales Enablement, inbound marketing, Sales Strategy, Sales & Marketing Alignment, content marketing

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You expect a lot from your sales team: ideal buyers and the resulting revenue, and you would like them to do it efficiently. But what can be done to ensure that they are working at the top of their game? Sales enablement can best be explained as the process of providing your salesforce with resources and tools to help them effectively close sales.

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6 Keys to Video Marketing Success

[fa icon="calendar'] Jan 28, 2015 12:00:00 AM / by DIA Team posted in content marketing, video marketing

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Video is transcending the mere label of being ‘a marketing tool.’ Going forward, it will be vital in all marketing strategies in the next decade.

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Enterprise Content Marketing in 2014

[fa icon="calendar'] Apr 17, 2014 7:30:00 AM / by Katrice Svanda posted in enterprise inbound marketing, content marketing, marketing strategy

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Enterprise content marketing is evolving with the growing popularity of online marketing campaigns. As more people browse for information and shop online, companies can utilize relevant, targeted content to attract leads and move them through the sales cycle. In our previous article, How to Measure Enterprise Inbound Marketing Success, we discussed the key considerations you should identify and analyze when measuring the effectiveness of your inbound marketing campaigns.

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4 Steps to Better Content Marketing for Manufacturers

[fa icon="calendar'] Mar 13, 2014 7:30:00 AM / by Katrice Svanda posted in manufacturer marketing, content marketing

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Content is the heart of inbound marketing by building awareness, generating leads, and working day and night to convert leads into customers. Content seems to be everywhere, but how do you condense it in a way that not only makes sense to your target audience, but convinces them to ultimately become a customer for your product or service? The change in how people look for content online presents profitable opportunities for manufacturing companies to market more efficiently, effectively, and affordably. According to the B2B Manufacturing Content Marketing 2014 report, sponsored by Oracle Marketing Cloud, 86% of manufacturing marketers have adopted content marketing. To make the most of your content efforts, here are the steps you should follow to achieve effective and efficient manufacturing content marketing.

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3 Key Steps to a Search, Social, and Content Marketing Audit for AEC Firms

[fa icon="calendar'] Jan 29, 2014 7:30:00 AM / by Katrice Svanda posted in AEC marketing, social media, search engine optimization, content marketing

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In the architecture, engineering and construction (AEC) industry, an increasing number of firms are using inbound marketing strategies to optimize and socialize their marketing campaigns.

Optimizing website content through search and social media channels attracts, engages, and retains prospective clients who are searching for information online. Converting these online visitors into clients cannot be achieved without a proper system to implement, monitor, and measure the performance of content marketing efforts.

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5 Tips to Creating Effective Content Marketing Channels

[fa icon="calendar'] Jan 15, 2014 7:30:00 AM / by Katrice Svanda posted in content marketing, marketing strategy

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A channel is a pathway that facilitates the movement of goods, services, or information. Content marketing requires proper channels to ensure that information reaches its intended audience.

How can you convert followers into customers? How do you engage followers through different channels based on their interests? These are important questions to consider when developing a content marketing strategy. 

Don’t rely on one channel to facilitate the sharing of your brand’s content. Follow these five tips to creating effective content marketing channels for your company.

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3 Steps to Enhancing Your Content Marketing

[fa icon="calendar'] Jan 8, 2014 7:30:00 AM / by Katrice Svanda posted in content marketing, inbound marketing

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In today’s market, buyers seek relevant and engaging content that addresses their pain points. Addressing pain points includes offering product and service solutions, answering common questions, writing useful tips, or creating checklists for your audience to use and follow. Your focus should be on resolving buyers’ problems with marketing content that relates to their direct needs. So, how do you start generating meaningful content for your audience?

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The Power of Content Marketing to Optimize Your Audience

[fa icon="calendar'] Nov 25, 2013 7:30:00 AM / by Katrice Svanda posted in content marketing, inbound marketing, enterprise inbound marketing

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Creating and marketing valuable, relevant, and engaging online content requires time, patience, and commitment.  We have all heard about the value of high search engine rankings. However, there is something more important that search engine optimization - that is, audience optimization.  You are probably wondering, how does content marketing optimize your online audience? 

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Content Marketing versus Content Strategy: The Devil is In the Details

[fa icon="calendar'] Nov 6, 2013 7:30:00 AM / by Katrice Svanda posted in inbound marketing, content marketing, marketing strategy

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An interesting discussion has taken shape in the content marketing world, with many content folks beginning to weigh in on the delineation between the terms “content strategy” and “content marketing.” Many might be tempted to say the distinction is pretty obvious – the first is an overall plan and the second is a piece of that plan.  But what makes this conversation compelling is that so many individuals and companies fail to see the distinction and consequently miss opportunities to optimize their content efforts – those efforts that get them in touch with their current and potential customers and allow them to communicate their vision, values, purpose and offerings to the wider world. Perhaps one of the most compelling reasons to pay attention to this discussion (as Robert Rose over at CMI pointed out recently in his article on the subject is that content marketing and content strategy require different skills sets. Because they require different skill sets, companies do themselves a disservice when they implement one thinking they’ve implemented both.

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Video Marketing: Creating Content for All Stages of the Buying Cycle

[fa icon="calendar'] Oct 16, 2013 7:30:00 AM / by Katrice Svanda posted in inbound marketing, enterprise inbound marketing, content marketing, video marketing, marketing strategy

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Most of us realize the immense potential of video marketing as a tool for communicating with our digital audiences. We love to put video on our homepage as an introduction to our brand and product or service offerings. But how many of us stop there?

Michael Litt wrote a great post on this tendency, pointing out that “a lot of B2B brands create top-of-the-funnel explainer videos and call it a day.” He goes on to say, “this is a huge mistake as a worthwhile video certainly doesn’t end at the top of the funnel if you’re trying to realize ROI.” Considering the amount of exposure and engagement video achieves, ways to structure and achieve a good video content mix merits a discussion. A good content mix, one that appeals to buyers at varying stages of the buying cycle, can make the difference between a good use of video and a phenomenal use of video – not to mention a huge boost to potential revenue.

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