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Carri Bugbee

6 Tips for Optimizing Your Content for the Latest Trends in Consumption | Content Marke... - 0 views

www.contentmarketinginstitute.com/...zing-content-for-latest-trends

business-to-business B2B btob content marketing lead generation

shared by Carri Bugbee on 18 Jun 12 - No Cached
  • However, during the past six months, there have been some major changes in the way audiences consume information. These changes are happening simultaneously on two fronts, one in the form of content curation and the other in content shifting. While content curation is nothing new, the rise in the use of mobile devices — especially tablets, such as the iPad and Kindle Fire — is changing when, where, and how we read internet content.
  • In the process, the programs often strip sidebar content and remove distractions such as advertising, allowing the reader to focus on the text of the article (or video/photos).  
  • Pew Research showed that nearly 20 percent of the U.S. population owns a tablet device, and nearly 30 percent owns an e-reader of some sort (a number that nearly doubled over the 2011 Christmas holiday season).
  • ...5 more annotations...
  • 1. Incorporate calls to action directly into the text
  • As readers strip away sidebars, comments, and other elements of a website, we can no longer rely on sidebar space — or even the space directly under a post — to convert a given objective. Readers may not even see an email sign-up box or related posts that show under the text of a blog post.
  • when choosing which image to feature with a story, they look first at “proximity” to the main article text. From there, they look to patterns showing that an item is a photo and html tags to help them identify the proper photo. This would suggest that best SEO practices — such as including “alt image” tags and designating a featured image — may also help.
  • 4. Write strong headlines, lead paragraphs, and meta descriptions
  • 5. Maximize social media sharing
Carri Bugbee

Learn The Mistakes Brands Are Making With Content Marketing . . . So You Don't Have To ... - 0 views

www.contentmarketinginstitute.com/...content-marketing-mistakes

business-to-business B2B content marketing btob Marketing brands

shared by Carri Bugbee on 18 Jun 12 - No Cached
  • Also, not enough branded content’s end goal is audience participation. Without enabling your customers to advocate on your behalf, your fancy-pants web video is stuck in paid/owned territory and has missed the boat on all that sweet earned media potential.
  • Many brands aren’t taking the time to map their content to buyer roles, personas and objections,
  • Sometimes brands overlook that the biggest audience that may need education is their employees. Don’t assume that because your education goes to the outside world that your employees are following along. Knowledgeable employees are an important part of maintaining that consistency.
  • ...4 more annotations...
  • brands need to stop telling us how awesome they are and start teaching people everything there is to know about their industry, niche, field, etc.
  • Not looking beyond basic demographics to get to know their prospects. How in the world do you develop relevant content if you don’t know the people your content is supposed to engage?
  • Forgetting that all content should have a call to action. What do you want them to do next?
  • Not creating imaginative ways to get more use out of content assets.
Carri Bugbee

Why Understanding Your Customers is the First Step to Delivering a Better Customer Expe... - 0 views

www.business2community.com/...er-customer-experience-0186521

business-to-business B2B btob personas UX

shared by Carri Bugbee on 17 Jun 12 - No Cached
  • One tool that can help create this “vivid picture of your customer” is research-based personas.
  • Most companies have customers that fall into one of a series of “value buckets” or segments. Typically, the top 20 percent will deliver the lion’s share of profit, just as the bottom 20 percent will consistently cost you more to serve than the profit you can make on them.
Carri Bugbee

Content Costs for Demand Generation and Marketing Automation | Demand Gen (r)Evolution - 0 views

www.leftbraindga.com/...sive-and-other-obvious-facts-2

content marketing demand generation lead business-to-business B2B btob

shared by Carri Bugbee on 04 May 12 - No Cached
  • 26% of average marketing budget is spent on content marketing, with 3.5 dollars spent on distribution for each dollar spent on creation.  Do the math and that means 5.8% of the average marketing budget is spent on creating content.
  • To put all this in perspective, license fees for marketing automation software are usually 1% to 2% of the total marketing budget.  In other words, content will cost several times more than software when most companies deploy a marketing automation system (and distribution costs will outweigh them both).
Carri Bugbee

A B2B Guide for Blogging Lead Generation - 0 views

blog.hubspot.com/...-Blogging-Lead-Generation.aspx

blogging lead generation business-to-business btob B2B marketing content marketing

shared by Carri Bugbee on 03 May 12 - Cached
  • As a B2B marketer, your job is to diversify the lead generation offers available on your blog so they apply to these different personas. These offers will fall into two main categories.
  • If someone is visiting your site for the first time, it's likely they aren't ready for a ton of product-focused information. Instead, they probably want to learn more about your business and, more importantly, your expertise. The best way to convey industry expertise is through some type of premium content.
  • Warm leads need a different type of offer. They already know that you have expertise, possibly because they have read one of your premium content pieces or because they have already talked to a sales rep. These leads want more product-focused information.  They want detail, a discount or a free trail.
  • ...3 more annotations...
  • The End of a Blog Post - Putting a call-to-action at the end of a blog post is the offline equivalent of calling a lead within minutes of a conversion. If someone has just read a piece of your content, it is likely they are at the peak of their interest. If you can place a call-to-action at the bottom of a blog post that connects with a content offer similar to the topic of the article, then you can dramatically increase your response rate for generating business blog leads.
  • Top Bar and/or Side Bar - Think of your blog like a publishing site. What type of content offers are most applicable to the majority of your blog readers? Use these offers in visual calls-to-action, either in your sidebar or below your blog's navigation. This type of call-to-action will have a lower click-through rate, but it will help capture leads that are not focused on a particular blog post but are instead scanning your blog.
  • Text Links - It is common practice to link to other websites and blogs in your own blog posts. Additionally, it is important to take the opportunity, where relevant, to include some anchor text links to offers related to the blog post.
Carri Bugbee

The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle - 0 views

www.contentmarketinginstitute.com/...lignment-with-the-buying-cycle

business-to-business B2B btob content marketing lead generation

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • Suspects are looking for companies to share what they know as an organization — not what they sell. So the content marketer’s goal at this stage is to get content to spread from person to person in the hopes that the more people it reaches, the better the chance that it will reach a potential prospect.
  • content marketers to avoid using forms when communicating with Suspects, as anything that interrupts consumers’ ability to view your content is a surefire way to blunt its spread at this stage of the marketing game.
  • What information they want: In general, Prospects are looking for content that feeds their professional interests and provides a service, whether it be helping them solve a problem, giving them some targeted business tips, or arming them with information that can help them get buy-in from team decision-makers.
  • ...2 more annotations...
  • he goal at this stage is to collect information on people you haven’t established a relationship with yet, and to gather more information from those you have. This makes the Prospect stage a good time to start using forms as a gateway to your content.
  • Woulfe supports the use of progressive profiling at this stage — where you determine what information you already have on the lead, and then ask only for information that is missing. This allows marketers to gather more useful information without overwhelming the potential lead with repetitive requests. She also urges marketers to follow a Golden Rule of Content: Ask if the content you are pushing out is advancing the customer’s process.
Carri Bugbee

Time to shift b-to-b social media marketing focus from the "media" to the "social" :: B... - 0 views

www.btobonline.com/...keting-focus-from-the-media-to

business-to-business B2B btob marketing strategy social media marketing

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • Social media is about relationships, so it requires you to engage in two-way conversations and participate consistently. Social media is real time, so you need to be monitoring the conversations and taking action on them in real time. Social media enhances and amplifies other channels, so it cannot be used in a silo.
  • To generate demand from these conversations, you want the engine to identify those people who are potential buyers in the discover phase of their customer life-cycle so that you have already started a relationship with them and created brand preference when they enter the explore phase.
Carri Bugbee

Defining Your Content Strategy :: BtoB Magazine - 0 views

www.btobonline.com/...defining-your-content-strategy

business-to-business B2B btob content marketing strategy

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • Find out what are the top five events your target audience attends every year, the top five publications they read, the top five blogs they subscribe to, the top five influencers they follow, top analyst firms they go to for referrals, etc. Information is the new currency, and by knowing where your audience turns to for information, you can prioritize your marketing tactics and align your content strategy accordingly.
  • Build a brand story that has multiple levels of content to support your story and messaging.
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