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  • Content Marketing 2012: Essential, Not Optional
    Content marketing has been on the rise in B2B companies for a few years now—but in 2012, this savvy strategy has finally crossed the threshold from potential to essential. According to a joint study by Marketing Profs and the Content Marketing Institute, 9 out of 10 B2B marketers are using content marketing to promote their businesses, committing an average of 25 percent of their budgets to fund creating and distributing relevant content online. More than 60 percent of marketers are planning to spend more on content marketing in 2012, too. Content marketing covers a diverse range of information-sharing channels, from posting industry-relevant articles to creating various types of social content, toward an equally diverse range of target goals, from lead generation to thought leadership to ...


  • Pinterest: The Good, the Bad and the Ugly
    Social media platforms are continually jockeying for position in the marketing mix, and there’s no denying that right now, Pinterest is headed straight towards the head of the pack. The three year-old “social scrapbooking” community took the web by storm in 2011, reaching headline-grabbing double-digit-million monthly visitors faster than any other website before it—including perennial favorite, Facebook. What’s more, earlier this year, one study found Pinterest was driving more traffic to online publishers than Twitter. The concept behind Pinterest is deceptively simple. Users employ a “bookmarklet” button installed in their browser to pin images to virtual boards, usually according to a particular theme or purpose. Each image is backed by a click-through link leading to the web page ...


  • How to Deliver With Digital: 8 Imperatives for CMOs
    Last week, I convened and moderated a panel discussion on “Delivering with Digital” at the CMO Club Innovation Summit in NYC. The panelists were heads of digital at three of the world’s most iconic brands: Linda Boff, Executive Director – Global Digital Marketing, GE Perry Hewitt, Chief Digital Officer, Harvard University Katrina Klier, Senior Director – Worldwide Digital Marketing, Microsoft. Our discussion traversed B2B, B2C, and non-profit models, and provided actionable insights and imperatives to inspire CMOs to enhance their commitment to digital marketing. Here are my key takeaways: GE is one of the most valuable brands in the world and digital plays a key role in building brand reputation—it makes the company more approachable. GE’s social and digital content, programs, and ...


  • Happy to Join the Marketo LaunchPoint
       Today, Marketo announced the launch of their new marketing ecosystem – Marketo LaunchPoint, with Webtrends as one of the founding participating partners, as well as a participant in this morning’s “Good to Great” virtual marketing event.  Marketo LaunchPoint is the most complete ecosystem of compelling solutions for marketers.  Categories include analytics and big data, content marketing, events and webinars, lead data enrichment, online ads, top of the funnel conversion, sales tools, social media and lifecycle marketing. (scroll down to see cool infographic ) Here at Webtrends, we recently adopted Marketo to power our communications, and are currently developing some innovative new ways to leverage Webtrends unified digital intelligence and real-time data streams to improve the ...


  • Volker Schnaars
    Beim Content-Marketing ist Buyer-Persona-Profiling Pflicht.
    Erfolgreiches Content Marketing ist “Relevanz Marketing”. “Content Marketing“ hat Konjunktur. Der Begriff wird seit 2008 mit deutlich steigender Tendenz bei Google gesucht. Keine Frage, als Begriff ist Content Marketing bekannt. Aber hat sich mit ihm auch das richtige Verständnis von Content Marketing etabliert? Der Blog-Beitrag auf kontextb2b.de geht dieser Frage nach.


  • Content Czar or Content by Committee? How to Organize for Content Marketing
        (Editor’s Note: This blog first appeared on May 20, 2013 on Shopigniter.com. Re-posted here with permission.)  Who doesn’t love Altimeter Group, right?  Low cost (FREE!), high-quality research on relevant industry trends.  Plus Susan Etlinger is just, like, the nicest. In an April 25th report entitled Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise analyst Rebecca Lieb takes on – you guessed it – different ways to organize for kicking out kick-ass content. Rebecca identifies six different models.  Below, I’m going to advocate for the one that, in my experience, I think is the most broadly effective no matter the size of your organization.  But, before we get to my advocating and analyzing, a little background on the report and ...


  • Inhalt oder kommunikativer Habitus?
    Seit einiger Zeit haben Marketingexperten das Content Marketing entdeckt. Menschen, die hipper sind als ich , reden oft auch von Story Telling. Hinter beiden Begriffen steckt die Aussage, dass dumpfe Werbebotschaften nicht mehr gefragt sind, sondern Substanz entscheidet. Und Substanz wird von guten Inhalten geboten, die in nette Storys verpackt sind. Es geht also um


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