Tag Archives: lead generation

Can This Radical Change Increase Content Marketing Effectiveness?

23 Jan

2014 is looking like another big year for Content Marketing. Do a search and you’ll find a vast source of predictions from the Content Marketing Institute, Mashable, research analyst Forrester, the IAB and others.   All sources forecast business spending will be up for Content Marketing this year.  Depending on whose report you believe the CM budget will increase 58% to 75%.

While more is spent on Content Marketing are the efforts more effective?  At the recent Northern California Business Marketing Association (BMA) meeting in Silicon Valley, an experienced panel of Content Marketing experts tackled the question and shared their challenges and struggles to make content marketing a success.

Informative presentations, different perspectives and implementations were shared.  One that I found most insightful came from Jeremiah Glodoveza, Director, Public Relations and Social Media at NetApp.

Much has been written and said about the importance of SEO and content strategy for CM success – but we have not heard much about (if at all) the need for organizational change to support CM effectiveness and success.  Jeremiah shared that his company is in process of changing its marketing organization so it can better integrate content marketing campaigns – restructuring from functional silos to an interconnected organization.

Current Organization

Current Organization

New Organization

New Organization

(These charts are examples only, not NetApp charts).

The change will bring together marketing functions that often times are working independently and with goals that are not aligned .

The new organizational structure is intended to better support collaboration and consistency in messaging and campaigns as well as sharing common goals across marketing functions like PR, technical writing, and communications. Jeremiah believes that more companies will begin making this kind of change to their marketing organizations.

Hats off to NetApp for thinking out of the silo. Making a radical organizational change like this one isn’t easy.  It will be interesting to find out if NetApp’s Content Marketing is more effective as a result.

Resources:  NorCal BMA Meeting, January 22, 2014, panel discussion, Content Marketing:  Why Is A Publisher’s Point of View Essential Today

Do Your Content Marketing Efforts Compare with the Best?

8 May

Apple and Orange

Find out what the best B2B small business marketers are doing to succeed in content marketing, the major challenges facing them in their content marketing efforts and the tactics and platforms used to deliver content.

The Content Marketing Institute just released an original research report on small business content marketing, “B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America”.  It’s full of relevant data for the SMB marketing organization, providing an opportunity to compare your content marketing efforts vs. your peers as well as the enterprise business.

The report looks at several trends including the percentage of marketing budget spent today on content and the planned growth in spending over the next year.

You can sign up for your free copy of the research report at Content Marketing Institute.

Harness the Power of LinkedIn for B2B Lead Generation

31 Oct

by Susan Lowe

If you want to get more from your social media marketing, look at including LinkedIn in your mix. LinkedIn is the social media site for business professionals.  Members total over 120M (million) that includes 12M small business professionals, 5.5M high tech managers, 2M C-level executives, and 1.3M small business owners.  You can be very granular when choosing your audience on LinkedIn. The site allows social media marketers to target key decision makers by specific industry, company size, geography, job function and other demographics.

Advertise on LinkedIn

LinkedIn Advertising is a great way to generate leads and grow your audience. LinkedIn offers several options when choosing the type of ad to run.  You can run a text only banner that runs across the top of the LinkedIn page of your chosen targets.  The other option is a text and image ad that again runs on the pages of your chosen LinkedIn targets.  Both have limits to the amount of characters you can include but, LinkedIn provides best practices to help you get the most from your ad. Provide your company URL to direct viewers to your website.  You may direct them to a special promotion on your website and a form to gather contact information.

Run a Promotion on LinkedIn to Grow Your Audience

In addition to advertising offered by LinkedIn, certified applications are available to help promote your brand and grow your audience through the LinkedIn network. One of these applications is Wildfire.  Wildfire allows companies to integrate branded interactive campaigns like sweepstakes, contests and give-aways with LinkedIn and it integrates with social media site Facebook and Twitter.

Ready to Go 

The nice thing about Wildfire is it provides several ‘out-of-the-box’ tools that can get your promotion up and running on LinkedIn in about four weeks.  And the app has several priced options to suit a small or large budget.  The app includes an ad for your company profile page (if you don’t have a LinkedIn company page – make sure to get one), a Microsite, a form to gather entrants contact information and a landing page for sharing.  You provide the content. Make sure to purchase the option that provides entrants data for your future engagements.

Combine a LinkedIn Ad with a Promotion for Greater Results

Run your promotion in combination with a LinkedIn advertisement to drive traffic to the Microsite. Place the ad in specific areas of the LinkedIn site to target your audience.  You can also use your website and current contact lists (newsletters and other marketing activities) to invite participation in your LinkedIn promotion. Entrants are able to share your promotion with their contacts and groups on their LinkedIn network or via email.  This is why social networks like LinkedIn help you grow qualified leads quickly.

Keys to Successfully Generating Leads Using LinkedIn

1- Strategy – Consider how your LinkedIn activities support your overall social media strategy.

2- Set up a LinkedIn Company Profile – if you don’t already have one.

3- Define your audience.  Remember LinkedIn allows you to very specifically define the target audience.

4-  Set your objectives and goals.  Decide what results you want to achieve from your LinkedIn activity. Include the kind of information you want to obtain from the entrants.

5- Plan and Tactics- Determine the right activities to generate the results you want with your target.  Is it a LinkedIn ad, a coupon, a giveaway or a combination?  Provide something of value in return for participation in the promotion. Remember in social media – it is  better to give then to receive. Don’t forget to include a definitive start and end date as a call to act.

6- Measure- Once your ad or promotion has ended determine how well it did in accomplishing the objectives and goals.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

 

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