Though the approach of using content in marketing initiatives has become more prevalent over the past couple of years, businesses have been employing content marketing strategies since the 1800s. Today, marketers use online content to educate and entertain their audiences in order to drive traffic, conversions and/or leads. Similarly, more than 100 years ago, companies used content (albeit different types) in hopes of increasing business and revenue. Consider John Deere. In 1895, John Deere started publishing a magazine for farmers called The Furrow. The company published the magazine in hopes of being a resource for their customers. The content featured in The Furrow was educational, and it focused on teaching farmers how to be more fruitful business owners — a quintessential example of content marketing. In the 1800s, the only way to get content to consumers was via magazine; there were no websites, blogs or social media sites, and most of the other available … [Read more...] about Is John Deere The Original Content Marketer?
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From a paid search perspective, the first impression of Google Instant is alarming. On September 8, Google announced Google Instant. This new feature uses a predicated query technique to establish the user’s intent. Although part of me finds Google Instant really intriguing, as a paid search marketer I have my concerns, despite Google’s assurance that this feature will not impact the ranking of ads (see Danny Sullivan’s notes about Google Instant from live blogging at the press conference.) Those concerns range from interesting, to wait and see, to alarming. Below are my early observations and first reactions to Google Instant. Regional impact Maybe I missed it, but during the live announcement, I did not hear mention of regional differences in query prediction. The example of starting a query with “w” and showing San Francisco weather drew a round of applause from the local, live audience. That sounds great! I would love to get my weather with one letter … [Read more...] about Will Google Instant Kill The Long Tail?
Aside from cutting back on cake, the best resolution small business owners can make this year is to invest in content marketing. Sure, maintaining a blog can be time-consuming and constantly thinking of fresh ideas is difficult. If it makes you feel any better, you’re not alone in the struggle. As a 2014 study from the Content Marketing Institute noted, the majority of B2B small business marketers are struggling to find enough time to produce quality, varied content: Yet the rewards far outweigh the effort if content marketing is done well. Don’t believe me? Check out these ten reasons why content marketing is the big business push that your company needs in 2015: 1. Everyone is Doing It…But Not Necessarily Well In the above study, sixty percent of small B2B business owners said they plan to increase their content production in 2015. In fact, 94 percent of them already use content marketing in some shape or form. The lack of volume is understandable. After all, … [Read more...] about Why Small Businesses Must Invest in Content Marketing
The debate is over. We no longer wonder if social media is as effective for B2B marketers as it is for B2C. Of course there are many more end-consumer buyers in the world than business buyers, but it seems that B2B social chatter wields disproportionate power, especially on the more B2B-friendly platforms like LinkedIn and Twitter. Research from Buzzsumo and HubSpot even suggests that on two out of the five top social networks for sharing content, B2B items out-perform B2C. LinkedIn’s own research (pdf), moreover, has found that that 77% of B2B buyers turn to their social feeds when they want to know more about the solutions they are evaluating. On the other hand, it’s important to remember that you can’t approach B2B and B2C social media marketing in the same way. While there’s plenty of truth to the “it’s all human-to-human (H2H) nowadays anyway” argument, B2C and B2B audiences do tackle content consumption, social interaction, and buying … [Read more...] about How to Create a B2B Social Media Strategy
Here’s a general question for you. What lasts, in our world? What really and truly stands the test of time, avoiding the cosmic laws of entropy and decay? It sure isn’t capacitive touch screens in a home with toddlers; I’ll tell you that. Stories endure. Guy meets girl, a man out-of-place, rags to riches, the quest, voyage and return; love conquers all – these are lasting tales that have been told since mankind knew how to tell them. “Once upon a time…” “A long time ago in a galaxy far, far away…” “It was the best of times; it was the worst of times.” “RAGE. Sing, Goddess, Achilles’ rage…” “Hello. My name’s Forrest. Forrest Gump. Do you want a chocolate?” Stories are immortal. Why Storytelling? Why do we tell stories? American literary scholar Jonathan Gottschall says it’s because we can’t help it. We have to turn things that aren’t stories into … [Read more...] about Why Marketing Revolves Around Storytelling