Content Marketing Journal
There's an evolving list of all the things you need to consider when
developing B2B marketing content. One of the components often discussed is
the call to action. And, yes, you still have to do that. What's important to
understand is that the call to action is not the takeaway.
A call to action is what you want your prospects and customers to do next.
A takeaway is the specific impression or memory the audience walks away with
after reading your content.
A good takeaway is:
Conceptual - produces an idea your content helped generate. Conversational -
inspires sharing of that idea in the their own words Recommendable - promotes
people to pass the content along to others Transferable - applicable to their
own specific situations Visual - something they can "see" happening—not
Quite often I read content that's technicall... (more)
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)
I had the privilege of speaking with the Genius folks today about the GURLTMs
and some cool new web analytics features they'll be rolling out this fall.
For those of us who've been wondering how the heck to prove ROI is possible
with social media, we may have found a way to do just that.
Tracking the impact your social participation can make on active pipeline has
been a pretty nebulous challenge. But the GURLs change that. GURLs are these
super-powered, shortened URLs similar to what you may have seen from services
like budURL, bitly, and others.
I use budURLs to track many of m... (more)
The traditional concept of the sales funnel is gone. If you're still thinking
only about volume as a factor in the sales equation, you're missing the
conversion to buyers being in control of their buying process.
The old way went something like this: Pour X# leads into the top of the
funnel if you want X# sales at the end of the quarter. Rinse and repeat. To
me, this was always a curious process as it had nothing to do with the leads
as human beings dealing with problems, but played percentages.
If the number of qualified leads you’re producing is decreasing, go back
and look at ... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)