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Content Strategies

Shifts in B2B buying patterns call for a new, soft-selling approach. This section highlights the rapidly evolving need to demonstrate value propositions via content marketing and educate prospects more effectively.

Mobile Remains Untapped Opportunity For Marketers, BrightEdge Study Reveals

BrightEdge logoBrightEdge, 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.

PaperShare Launches Content Analytics Tool

PaperShare logoPaperShare 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.”

The New Rules Of SEO: Quality Content Gets A Lead Role In The Hunt For Search Engine Relevance

SEO imageB2B 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.”

Kapost Releases Content Calendar App For Eloqua Users

KapostLogoKapost announced an editorial calendar app for Eloqua users, enabling them to view their email and campaign activities on monthly and quarterly calendars directly within the marketing automation platform.

The free Kapost Calendar App Beta, which will be available in late June to all Eloqua 10 users, offers two views: Content and Campaigns. Respectively, they show sent and scheduled Eloqua emails on a monthly, weekly and daily basis; and activated and scheduled Eloqua campaigns on a quarterly basis.

Killer Content Is Interactive, Educational and Inspirational

DGR Report Killer Content Awards 2013 v6Whether it is a playful infographic or a more serious thought leadership piece, the common threads of all of the winners of the Killer Content Awards is that they connect with their audiences in ways that are meaningful and measurable.

Any great campaign begins with clearly established objectives — help new sales leaders extend their tenure, reach mid-sized firms or explain the impact of Big Data on sales organizations. These assets were then aligned to those specific aspirations, which resulted in effective, targeted content.

Content Curation Success Hinges On Objectivity, Bridging Information Gap

contentContent curation is often described as a product of the Digital Age, but earlier forms of news aggregation were already being practiced in the early 90s.

“Content curation has been around for years,” explained Michael Kolowich, CEO of KnowledgeVision. “But the evolution of it as a thought leadership, expertise-establishing marketing engine is actually fairly recent.”

B2B Content2Conversion Takeaway: Nurture Your Leads Through Content

lead nurturingGenerating the right content to power the lead funnel was one of the topics discussed during a panel session, titled: Models For Mid Funnel Content Campaigns at the B2B Content2Conversion Conference.

Moderator Clayton Stobbs, Director of Client Experience for Compendium, and panelists Rob Yoegel, Content Marketing Director for Monetate and Thomas Koletas, SVP of Advertising Sales for Madison Logic, shared real-world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates targeted accounts entering the pipeline.

  • Written by Fatima D. Lora, Assistant Editor
  • Category: Content Strategies
  • Hits: 4963

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