Inside The Mind Of A Brilliant Content Marketer
The 3 Biggest Content Marketing Mistakes CMOs Make
Recently, I had the privilege of joining Jeffrey Hayzlett’s panel on digital media innovation at the CMO Summit in Dallas. One of the questions Jeff asked was, “What are the three biggest mistakes that CMOs make in relation to digital media in general, and content marketing in particular?” This post covers some of the topics we discussed and to which I think marketers should devote more thought.
Big mistake #1: Believing that true branding can only be achieved offline
It’s no secret that the majority of brand marketers’ dollars still go offline. The largest brand marketers spend less than 10 percent of their marketing budgets online, and the rest goes to TV, radio, print publications, and offline content marketing (e.g., product placement in movies and sponsored soap operas). It sounds strange, as we know people spend much more time reading content online, listening to radio on Pandora, and watching their favorite shows on Hulu. So why don’t the brand dollars follow?
Luring B2B Sales Leads With Content Marketing
Educational and informational content effective tools for B2B lead generation
For all companies, success hinges greatly on the ability to continuously identify new clients and keep customers happy—a task often delegated to marketers.
But depending on company type, marketers may be more responsible for one than the other. Findings from Focus Research indicate business-to-consumer (B2C) marketers are more likely to direct their attention to improving client understanding and retention this year than their business-to-business (B2B) counterparts, who are placing a higher emphasis on filling the sales pipeline.
Among B2B marketers, lead acquisition was the top priority for 55% of respondents, followed by lead conversion (45%). Both B2B and B2C marketers were equally focused on building brand awareness.
How to Incorporate Influencers into Content Marketing
Chances are if you are reading the CMI blog, you are already executing against one or more content marketing strategies, or at least thinking about doing so. But have you integrated influencer marketing into your content program?
First, what is influencer marketing?
Influencer marketing is nothing new. For years, companies have been engaging with the people and groups that their target audience looks to for information. Back in the day, companies practiced traditional PR and built relationships with a few key reporters in their space. But with the shift towards online interaction, a new generation of influencers has come upon us.
Influencers come in all shapes and sizes, such as editors, bloggers, venture capitalists, academics, trade associations, and consultants. Yet one thing remains consistent — if you build successful relationships with your key influencers, over time they will be essential to marketing your company and products.
Do you have a brilliant piece of content to share about content marketing, let us know share with us below.
- How Customer Engagement Fuels the Content Marketing Fire (internetbillboards.net)
- Using Photos As A Source Of Content Marketing David Meerman Scott Does (internetbillboards.net)
- Blog Posts Most Valuable B2B Marketing Content [Data] (hubspot.com)
- Don’t Take “Selling” Out of Content Marketing (customerthink.com)
- Don’t Take “Selling” Out of Content Marketing (thecustomercollective.com)
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