The Future of Marketing

Content Marketing Journal

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Top Stories

Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content.  But for newspapers, ad revenue declines are exacerbated because the highly profitable classified advertising sections have almost disappeared as readers flock to the Internet.  Moreover, business-to-business magazines that are well positioned still offer uniquely valuable niche content that helps readers succeed. Their readers still count on them. That’s not so true for our local dailies. I believe that the potential nail in the coffin for local newspapers is the ease with which readers can access national and international content thanks to the Internet.  Conversely, I believe that the potential salvation for local newspapers is to become resoundingly local. Local Newspaper News Monopoly Disa... (more)

Do We Really Need Twitter or Not?

Do you need it or not? Most socialites using twitter would quickly tell you that repeated messages from the same user is quite annoying. The average business person is thinking, How do i get one and which one is the best for my company. To fully understand the answer you would have to define your objectives. Twitter has a nifty search feature which allows you to not only search for basic market segments but further allows for an advance target demographic down to a particular city, country, person. If you're business needs to find out if a product could be sold in london england, Twitter allows you to search for a specific keyword, term in that city at a specific date or time to see if anyone is talking about your market segment giving the CEO more insight to whats really happening in real time. Softwares such as Tweep software, a Twitter Marketing Software allows ju... (more)

The 6C's of Content Marketing

Marketing 101 taught you the The 5 C's of Traditional  Marketing - Company, Collaborators, Customers, Competitors, and Context. What are the 6 C's of Content Marketing? Customer Community Content Conversation Continuity Consistency ClickDocuments: 6 C's of Content Marketing Customer "The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." - Peter Drucker You have this heard over and over again - "Customer is always the king". Keep customers top of mind when defining your Content Marketing strategy. Provide content to solve their informational needs. Inform and educate. Provide content in multiple forms based on how your customers consume content. Key questions to ask about Customer Who is your ideal customer? What are the goals and aspirations of your prospects... (more)

Boosting Your Confidence in Presentations

How is it that normally secure, confident, outgoing people can feel so nervous about giving a presentation? A recent survey of the top 10 things people most dreaded showed Public Speaking as top of the list closely followed by Death! Presumably if you were asked to give a eulogy at a funeral you would prefer to be in the ‘box'. It is likely, as a manager, that you will be asked to present in some form or other to an audience. It may be something informal such as a "Good Luck and Thank-you" speech to a departing employee or a full-on presentation to the board. So what is it that prevents people from being themselves when it comes to public speaking? The main factor is ‘stage-fright', when you move centre stage and all the attention is on you, and you freeze. You are like a rabbit caught in the headlights of an oncoming vehicle at night. You are powerless; your legs fe... (more)

Is Ulitzer a New Trend or the Ultimate Death of Journalism?

I must confess I am very new to Ulitzer as an online channel of social communication media. But I am delighted about its raison d'être. However, I cannot but ask these questions: Is Ulitzer the beginning of a new trend or the ultimate death of journalism? Or is it the glorification of e-journalism? The realization of new journalism practice in the age of Web services and Internet Technology? These series of questions are being answered everyday as the new social media moguls and barons and baronesses of the Internet Media launched another online media channel, one after another. We must give kudos to the visionaries among us who realize the powerful role of Internet technology and quickly seized on its powerful promise by giving voice to every kind of idea and thought under the sun. And what has technology not redefined yet? Think about it, from e-retailing to e-democr... (more)

Plug Your Marketing Leaks

Marketing is making strides in lead generation, but how kinetic is their nurturing? Lead nurturing is often thought about as being found with a flag waving when your leads decide to take action about resolving a problem your products or services address. If this is your marketing strategy, you're leaving a lot to chance just hanging around waiting to be found. Maybe for some of your longer-horizon leads this is fine, but it's not going to help you speed up getting quality opportunities to opt into sales conversations. You've all seen those funnel diagrams that show spouts of leads leaking out of them at different points during the buying process. In order to stop the leaks and add momentum to your nurturing, you've got to get commitments to action. The higher a sense of commitment you can create, the farther and faster your leads will move toward becoming sales op... (more)

Focus Groups are for Lipstick

You're launching a new product, so of course you test your messages with customers.  After all, you want to make sure your customers' mouths water (and their wallets open) when they hear your story. More than that,  you want to get to know your target market; learn to think like them, speak like them, understand how they react to your story. So you decide to run a focus group. That's what everyone does, right? Wrong. In my humble experience the high technology market does not lend itself to focus groups. Unless you want a stilted result.  In that case you can go ahead and put 10 -  20 people in a room and ask them all the same questions at the same time - and watch the group dynamics replace the customer truth. But if you want an honest, accurate customer moment - you have to do it 1:1.  Mano-a-mano. Focus groups work great for markets that are trendy - where buyer b... (more)

Strategy Beyond the Send

Strategy for B2B lead nurturing is often treated as more of an after thought—if it's thought of at all. I'm not sure exactly why, as the whole point of lead nurturing is to extend the initial attention you've caught across the buying process until the prospect is in a sales-ready state. People talk about the components of nurturing, email campaigns, messaging, content, even touch frequency and reaching deeper across potential customer companies, and more. But when I ask them what their overall plan for prospect progression is, they seem stymied. Like it'll just happen if they keep sending some message or newsletter every month without regard for where prospects are in their buying process, what they know or what they have yet to learn. That's leaving a lot to chance. One-off sends aren't really the essence of building a relationship. That type of program is just putt... (more)

Professional Services Marketing Hot of the Presses

Marketing a professional services firm takes a bit of a different mindset than marketing a product and solutions company. One of the major differences is that the partners of the firm are doing the selling. Marketing has often been an after-thought or undervalued resource for service providers. However, the need to master engagement in the changing customer environment gives marketers the opportunity to become a critical component of a firm's ongoing success. Where services companies used to be able to rely on referrals and recommendation for their business development needs, that's no longer enough. In Professional Services Marketing, Mike Schultz and John Doerr—co-founders of Wellesley Group— provide a comprehensive guide from soup-to-nuts for marketing professional services firms [attorneys, accountants, consultants, engineers and other types of professional serv... (more)

What Happened to the Sales Funnel?

The traditional concept of the sales funnel is gone. If you're still thinking only about volume as a factor in the sales equation, you're missing the conversion to buyers being in control of their buying process. The old way went something like this: Pour X# leads into the top of the funnel if you want X# sales at the end of the quarter. Rinse and repeat. To me, this was always a curious process as it had nothing to do with the leads as human beings dealing with problems, but played percentages. If the number of qualified leads you’re producing is decreasing, go back and look at how you’ve focused your campaigns. Are you only focused on getting clicks (what you want) or are your communications targeted at generating dialogue through helpful exchanges of information (what they need)? Your house list is a valuable asset, but growing demand means you need to spread yo... (more)

The Secret of Business Growth in 2010

Having had their fill of the economic downside, business leaders are truly ready for the eventual upside. Apparently, U.S. companies are preparing for a global economic recovery to begin in the first half of 2010, according to a new "Road to Growth" market study from AT&T. Key study findings include the following insights: Business Agility and ROI Pressures In today's economic climate, U.S. companies have significantly shortened the time frame over which a Return on Investment (ROI) is delivered. More than half of U.S. IT executives stated they are under pressure to deliver a return on investment in half the time than previous efforts. As a result, two-thirds cited that the change has affected their IT budgets, strategies and priorities. The study found that companies are less willing to invest in longer-term projects -- where the return does not come quickly. One CIO sta... (more)