What marketers are starting to figure out is that creating and publishing content alone usually isn't enough to cut through the noise. Without an existing and established audience, published content in many industries will fall on deaf ears no matter its quality or quantity.
With the year coming to a close, it's time to take a look back and identify those folks we believe had the biggest impact on the emerging content distribution and promotion industry.
WestJet, a Canadian airline that flies to more than 80 destinations in North America, Central America and the Caribbean, pulled off this holiday surprise that is sure to make these passengers brand loyal for life.
The business world is always trying to figure out how to use process to create scale. Makes sense, right? With good process comes scale, and with scale comes higher profitability. The same holds true in marketing. Properly deployed inbound marketing requires many different things to happen. Forgetting just one can ruin the whole campaign.
I really believe that every business is unique, and if you take a minute to think about it, it is not hard to find something that sets you apart. It is important to realize, however, that simply knowing what makes you different is not enough.
The fact that you're contemplating incorporating an online video platform into your company's marketing strategy is proof that video has already appeared on your radar screen. It's not just your imagination. Video is shouldering a much broader role in turning interested browsers into paying customers.
We marketers love buzzwords and phrases. The latest marketing buzz-phrase du jour is "mobile first." As businesses and marketers scramble to come to terms with the rapid pace of mobile adoption (another buzz phrase), everyone is running around like mad declaring the existential necessity of having a mobile first strategy, whatever that means.
Only 36 percent of content marketers feel they use their content effectively. This means the rest of them are not quite so confident that their content is doing what it's supposed to. Why is this? It's likely because most content marketers subscribe to many or all of the below six assumptions.
As a music major and former music teacher, I'm biased towards using musical metaphors. Marketing orchestration—a new buzz phrase coined by Forrester Research for Responsys. What is it?
One easy way to find ideas for improving your business is to study dominant businesses in other markets. Many times you can adopt a strategy or technique and apply it directly to your own business.