The return of non-digital marketing. Even before the COVID-19 pandemic, marketing had become more and more digital. Budgets shifted to spending more on digital than print. Companies wondered if the amount of money they were spending on in-person events was truly worth it. The pandemic simply accelerated this shift to moving most marketing online, bombarding …
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A marketer at Reynolds Brands asked this question, one of the Top 100 Questions on Content Marketing. To balance content creation as you address multiple audiences, apply 4 principles: Invest in proportion to expected future profits to maximize growth. Include all your stakeholders who expect communications. Research buyer personas to get insights. Map your content …
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How to prove content drives sales? A marketer at OMD Worldwide asked “How to tie specific content executions to sales and brand metrics?” It’s one of marketers’ Top 100 Questions on Content Marketing. To prove content drives sales and brands, take 4 steps: Take a strategic approach to content marketing by building a foundation. Appoint …
I work with a lot of technology companies. I’m often asked how best to apply content marketing to a highly educated audience with specialized buyers. We also heard this question from a marketer at Be the Match, a Minneapolis nonprofit that finds organ donors. It’s one of the Top 100 Questions on content marketing. Marketing …
How do we align content with channels? – 4 Ideas to Maximize Impact This question comes from a marketer at Be the Match, a Minneapolis nonprofit that finds organ donors. It’s one of the Top 100 Questions on content marketing. The 4 keys to aligning content with channels are: Know your audience. Deliver content that’s …
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A marketer recently asked: “How do you keep content relevant? People get on to the next thing so fast and have lots of info thrown at them.” It’s among the Top 100 Questions on content marketing. Americans see upwards of 5,000 ads per day. Add that to the messages we see via text, email, television, …
