Tag Archives: content development

Inspired Content Marketing: Brainstorming New Topics for Today’s Digital Media

April 21, 2015

People think content marketing – creating and sharing media in order to acquire and retain customers – is just what good marketers have done before. But the truth is, the media landscape has changed. And thus, content marketing has changed. Mostly.

From the beginning of marketing, campaigns were successful when they offered something, and helped potential customers do their jobs better. The best campaigns connect buyers via their pain points to solutions rather than simply pitching a sale. Those practices still remain true. They are what good marketers have always done before, and what good marketers continue to do now.

However, digital media has changed the possibilities for content marketing.

 

Doug Kessler Content Marketing Institute

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Numbers Do Not Lie: Proof that Content Marketing is Worth Your Time

April 7, 2015

When push comes to shove and your business is keeping you extremely busy, it’s understandably difficult to carve out the time needed to work on, finalize, and (effectively) share quality content. Similarly, it can be a challenge to find team members who have the time and flexibility to sit down and share their speMarketing Contentcialized knowledge in the form of a white paper, webcast, or video… especially when they have a full inbox, project deadlines, or dozens of customer calls waiting for follow up.

So how do you convince, and motivate, your team… and maybe even yourself…that creating and sharing quality content on a regular basis truly is important to your business?

Well, if you’re like many of TREW clients, you value good, solid quantitative stats to form your decisions. SmartBug Media recently released a compilation of metrics from various sources, like HubSpot, that clearly show how inbound marketing is proving to be more effective and affordable than traditional outbound marketing strategies.

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3 Steps to Gain Visibility with Your PR Program Guest Blogger: Dara Quackenbush, PR Newswire

March 26, 2015 

Like most companies, you probably want to drive more visibility for your organization through your PR efforts. But how do you do that? At PR Newswire, we suggest you do three things:

  1. Create compelling content, then distribute it. More than 56% of purchases (even B2B) start online. However, social doesn’t drive organic search, compelling content does. And while content may be king, without distribution, there is no kingdom.

 

Last summer a client had us help them create a compelling video about employee security; we then released it for them as a Multimedia News Release (MNR). Within one week of the release of the MNR, the client had 88 new business leads. This is a great example of what can happen when you develop and distribute great content.

 

PR Newswire MultiVu

 

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Intro to Using Personalization for Lead Nurturing

March 24, 2015

Taking modern inbound marketing to the next level involves targeting specific audiences to provide quality leads that convert (as opposed to a large quantity of mediocre leads). Once a lead conversion model is designed, the content is written and email automation is in place, personalization and segmenting becomes a major factor in nurturing leads properly and through a tighter funnel.

According to a study performed right around the corner from TREW at The University of Texas, the preference for personalized experiences is triggered by the desire for control and the overwhelming access to information.

Personalization in marketing simply means providing the audience with content that is relevant to their buyer journey, i.e. their path to the decision to purchase. If we look at it closely, personalized experiences are actually a choice made by the buyer with their online behavior.

But I digress; personalization for lead nurturing can be tricky to a novice marketer but is very beneficial in creating quality leads and timely executing a conversion.

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Humanize and Analyze Your Social Media Marketing

March 17, 2015

Social media is one of the top marketing challenges facing marketers. In a recent market research report from Rival IQ, 28% of the respondents chose social media as one of their top challenges for 2015, trailing content marketing and staffing issues.

Social_Media_Marketing_Rival_IQ_Report

Rival IQ: Social Media Research Report, February 2015

The goal of successful social media marketing is to focus on personalization. This term has been coined H2H (human-to-human) marketing. According to Bundle Post, to have your social media be effective it must have, long-term focus, care and gratitude with authenticity. These things, combined with human connection are what deliver results. To reach this, you need to have defined personas and be able to create messaging that engages and converts those personas. Utilize “social listening” to find out what your personas are talking about on social media and engage them into conversations.

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Three Benefits of Content Marketing Drive Traffic, Generate Leads, and Create Opportunities

Posted March 12, 2015

In a 2014 study of over 700 engineers by CFE Media and TREW Marketing, 75% of respondents indicated they are more likely to do business with a company that regularly produces new or updated content.

Content Marketing Stats

From this data, we know technical audiences value doing business with companies who produce high quality content, and in this and other surveys, we’ve learned that they’re searching for it on Google and websites like your company’s. This is likely not news to you – this data probably reinforces what you thought: content is king.

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The Key to Powerful Content: A Strong Brand

March 5, 2015

We hear the success of content marketing strategies: Speaking directly to a target audience. Web traffic. Lead generation.

We want those results and we want them now, so we jump to developing content – webpages, white papers and presentation slides – often skipping the backbone of that content: a strong brand identity.

Silex_Tech_Site

The idea of brand-driven content isn’t novel, but that also doesn’t mean it’s easy to develop, especially for technical and B2B companies. The image of Silex Technology’s homepage effectively showcases its full brand, which flows into other content. “When it Absolutely Must Connect”, it’s tagline is integrated into a feature graphic supported by the proof statement of the 55,000+ hours of video transmission that Silex customers can achieve.

Here are four considerations to get you on track for brand-driven content like Silex showcases: Continue reading

Trends: Content Reuse: Repurpose, Revamp and Reap the Benefits

February 5, 2015

Repurposed content is quite the buzz term these days. It’s widely understood across industries that well-used content can generate new leads and though marketing teams are quick to say “oh, we can repurpose that video on YouTube or post that infographic on SlideShare”…how do we repurpose content in a way that effectively attracts new prospects or engages new markets? What content should we use? And how should we change it?

The answers to these questions lie in knowing when to repurpose content and when to revamp content.

One of our partners, HubSpot, has published quite a few blogs and articles on content, and I especially appreciated Niti Shah’s April 14th post discussing repurposing vs. revamping content. In summary, repurposing content means to post to additional media or target an additional segment, while revamping content involves customizing or updating content to remain relevant or vertical specific. Repurposing could include taking a series of blog posts and bundling them into an eBook, or taking content from a recent analyst study and turning it into a webinar. While on the other hand revamping includes continuing to use a piece of content that you already have and using it for the same purpose it was originally intended, but updating it so it remains relevant. An example of this can be taking an already produced whitepaper and updating it to reflect changes over a given time period.

Repurposing and Revamping Content

 

Here are four more tips for effectively reusing your content:

Repurpose content to reach specific targets along the buying stage

Identify where your prospects are and repackage content specifically to that stage. For example, we know marketing for engineering companies can be complex and most have content at the very top or very bottom of the funnel. Create middle-of –the-funnel content by packaging webinar content meant for prospects in the awareness stage with a customer case study video that goes into more detail and proof for buyers in the consideration stage.

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Want to Market Against Your Competitors? Proceed Carefully

Looking for additional insight? Check out our guide: Smart Marketing for Engineers

Remember when you were young, and there was that kid who spent more time dissing you or others than making something of themselves? Maybe you wanted to let them have it, but you knew (or maybe your parents gave you some advice) that it was best to take the high road and focus on your strengths and success.

There is some wisdom in this childhood scenario for grownups running businesses, product lines, and service areas, who are competing for awareness, customers, and marketshare. In every market, every town, every application space, you are going to face competition. And that’s a good thing – for companies and consumers. But maybe you are considering making a move to directly market against your competitor. Is this a good idea? The answer is, maybe, but be careful.

Let’s look at a a recent example to help illustrate some upsides and downsides for consideration: Microsoft’s recent ad campaign against Google in the mainstream business press. Here is one of their ads:

Microsoft Ad Slams Google

Microsoft ad, Text to the right

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How Search Engine Optimization Results In More Than Just Web Traffic

In the beginning of search engine marketing, marketers stuffed their websites with keywords and links, attempting to convince Google to place them at the top of the search engine results page (SERP). Traditional search engine optimization goals consisted of getting found online and getting clicks. Traffic was key, and lead generation was an afterthought. A decade ago, the creation and manipulation of content on a web page was based on what Google wanted to see, not necessarily what readers wanted to see.

Traditional SEO Goals and Methods Still Apply
Though times have changed for search engine optimization (SEO), traditional SEO methods still apply and are important to supporting the goals for a solid search marketing strategy. For a B2B digital marketing strategy to be successful, companies still need to get found online and drive traffic to their website. Placing the right keywords in your content and linking to and from quality content in other places on the web figures into the results algorithm of Google and other search engines.

Search engine optimization should help you be found online with keywords that represent your company and are being search for by your audience. SEO goals should have a combination of a high organic visitor rate and a low bounce rate (the % of visitors who immediately eave your site after visiting one page). These metrics tell you that the keywords are bringing visitors to your site and the content is keeping them there.

search-engine-marketing-sem-services-houston-texas

Carefully analyzing and choosing your keywords is important to succeeding in getting found, but is also important to prove the quality and purpose of your content.

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