Content Strategies

BrightEdge, a content marketing platform vendor, released its Mobile Share study that revealed that smartphone users have much lower conversion rates than those viewing content on other devices.

Desipite a 125% increase in mobile traffic, users accessing content on smartphones convert at a rate 0.3 times that of tablet and desktop users. This presents a challenge for marketers as they seek ways to monetize mobile and connect with buyers, according to company officials.

GenieConnect, has launched MarketingConnect, an automated marketing solution designed specifically for events.

MarketingConnect automatically generates personalized marketing communications, including information on news, education sessions, speakers and exhibitors, based on an attendee’s interests.

PaperShare recently launched Actionable Content Analytics, a tool that gathers data for marketers so they know how a piece of content performed across all channels.

“By putting content at the center of our system, marketers have one view into all earned, owned and paid channels to provide a view of the best-performing channels,“ David Greschler, PaperShare CEO, told Demand Gen Report in a recent interview. “This provides marketers with rich analytics about a single piece of content, including the number of views, who viewed it and what channels the views came from.”

B2B marketers walk a fine line when it comes to search engine optimization (SEO) tactics. In a world where B2B buyers are increasingly likely to use search as the first step in their research, understanding how to improve a brand’s search rankings is more important than ever.

“In B2B, you’re often dealing with leads that need a solution to a problem, but they don’t know what they don’t know yet,” said Corey Eridon, Inbound Content Marketing Manager at HubSpot. “When that happens, they go to a search engine and discover what they need to learn.”

Extraprise’s lead nurturing campaign was named finalist for the 2013 Stevie Award for Business-to-Business Marketing Campaign of the Year — Business Services and Diversified Services.

The revenue optimization solution provider was nominated for its continuous lead nurturing program.