Marketers from Accuweather, Cyrus One and Kaiser Permanente posed a series of tough questions about brand voice: How can a brand quantify content ‘tone’ as in ‘brand voice’? How do you create a consistent brand voice? What should be written from the brand voice versus an author? Do you have best practices/tips for creating a …
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To create a test and learn environment, focus first on creating an innovation culture in the Marketing Department. How? Make sure innovation is everyone’s job. Don’t make the mistake many companies make: they handpick a small set of innovators whose sole job is innovation. They build a small innovation tent for hand-picked explorers. But a small innovation …
Tracking content marketing analytics is vital to success Three reasons why: Marketing needs to know exactly what’s working and what’s not. Analytics enable you to track buyers from content to conversion. Analytics help you demonstrate content marketing results to higher-ups. What’s working? What’s not? By measuring content marketing continuously, you learn from results to improve …
Content marketing is a hungry beast Why are marketers always on the lookout for sources of content marketing ideas? Because our audiences are always hungry for content on relevant topics with fresh story angles. The most valuable sources of content marketing ideas: Resonate with your audience. Unlock expertise inside your company and customers. Fit the …
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How do executives measure content marketing success? Your company’s leaders invest in marketing to grow the company and make money. Executives expect marketing to produce sales and revenue growth, new customers, and qualified leads. In B2B marketing, many track new deals account by account. So, when you report on content marketing success to your executives, …
To measure success of user-generated content (UGC), be: Clear about its purpose Ready to relinquish some control Set up to measure the right results. Define a purpose for your user-generated content Companies that prompt user-generated content usually have in mind a specific purpose for their UGC. For example, marketers may seek to: Generate specific types …
