No matter your business, connecting with your customers is critical. This doesn’t mean selling or upselling to everyone you meet; instead it requires mutual perspective, willingness to listen, and empathy.
From its humble roots in 1979 to the filmmaking giant it is today, Pixar has always depended on excellent storytelling to attract and retain an audience. Many of the mantras they’ve shared over the years also happen to make great content marketing advice.
If there’s one thing we as humans can’t deny, it’s the power of storytelling. It excites us, unites us, and gives us something to share with others. Whether what we share is positive or negative depends on what stories we hear, see, or read.
As a marketing professional, you know it is not always easy to explain or convince your CFO of the value of digital marketing. Their comfort level may be low, and it can be difficult to convince them that the return on investment will be in line with the upfront costs. If you find yourself in this position, there are five ways to help integrate your digital marketing efforts with your traditional offline efforts while demonstrating that the ROI is indeed worth the transition from traditional to a balanced approach.
Last year 43% of consumers reported doing online research before making a purchase. At the same time, products and services like DVR, Netflix, and ad-free mobile applications have made it easier to avoid traditional “push” advertising. If you intend to succeed in this new world, it’s time to consider content marketing.
Today’s content marketing exec is in the hot seat to understand and leverage more technology than her predecessors. The depth and breadth of tools alone can seem intimidating, especially when considered in the context of the unprecedented velocity of change in the industry.
In this new digital world of marketing and sales there will be survivors and those who succumb. As since the age of the dinosaur, species that are quick to learn and willing to try new things will survive those who are slow and unwilling to adapt.
No matter your business, the goal is the same: your customer has a problem, and you need to convince them that your solution is the best. Hence many marketers’ advocacy of creating helpful content that draws your prospects to your solution. But when it comes to content creation and actual conversions, are you robbing Peter to pay Paul?
If you’ve put so much as a toe into the blogging/social media world, you’ve got an idea of the time and effort it takes to continually produce valuable, targeted content. It’s easy to get stuck on the details: headlines, posting frequency, moderation. But it’s important to take a step back and think about your goals, and what your content should actually be conveying.
All of us get newsletters. I'm signed up for everything from my neighborhood news to web programming. The majority of these get less than a 10 second glance before I delete or trash them; but there are one or two I look forward to receiving and read everything they write. What makes these different?
