Almost 80% of brands say they’re investing in influencer marketing. But are they spending those dollars wisely? To determine the success of your influencer program, you must have a way to track ROI. Here’s how to do it step by step. Continue reading → The post Calculate Your Influencer Marketing ROI in 5 Steps appeared […]
Calculate Your Influencer Marketing ROI in 5 Steps Read More »
We knew we had a problem. As an enterprise global marketing team of more than 100, we had no clear way to see what each group and individual was working on. Even worse, regions sometimes featured messages that conflicted with our brand direction. Obvious inefficiencies and a general lack of process routinely caused project roadblocks
How to Smash Silos and Better Integrate Marketing Teams Read More »
Over the last decade, organizations have invested heavily in marketing analytics engines – from predictive analytics to performance management and data visualization tools. These tools help users surface insights from massive quantities of data, but perhaps more compelling, they bill themselves as “self-service” or accessible to marketers who may not have advanced quantitative skills. Are
Content Marketers Must Up Their Data Game Read More »
The keyboard and mouse may soon become relics. By 2020, 30% of web-browsing sessions will be done without a screen as voice-first interactions rise, according to Gartner’s Top 10 Strategic Predictions for 2017 and Beyond. With voice search, your inquiry receives a single answer, which is determined by what’s in Google’s answer box. In voice
How to Be the Content in the Enviable Google Answer Box Read More »
They sit on the screen, often unobtrusively. They appear as a single letter, or sometimes two. And almost always a bird and an envelope are included. They go unnoticed unless the visitor feels moved to look for them. And when that visitor is ready, the icons are ready to go into action with just a
Don’t Miss Out on These 7 Ways to Use Your Social-Share Data Read More »
Those of us who work on content teams eat, breathe, and dream the stuff. But running into someone who doesn’t “get” content marketing changes (and sometimes challenges) your perspective on assumptions you make every day. I recently watched a Content Marketing World session I missed in September and had one of those aha moments: Oh,
3 Myths in Content Marketing and How to Counter Them Read More »
Referring domains and backlinks continue to be among the most important ranking factors, according to a SEMrush study of over 600,000 keywords. That’s why a lucrative link-building strategy is vital and why you must stick to it regardless of what everybody else says or does. You already know you must have a clearly defined audience
5 Forgotten Ways to Improve Your Link-Building Strategy Read More »
There’s a crisis in consumer trust. At least that’s the word in the research. The 2018 Edelman Trust Barometer revealed that only 48% of the U.S. population trusts business as an institution (a 10-point drop from 2017). Yet, brand trust is one of the biggest factors in consumers’ purchasing decisions. According to PwC’s Consumer Insights
7 Steps to Getting Brand Trust Right Read More »
Toddlers examine one thing for a few seconds, then something else catches their eye, then they quickly move on to something else, ultimately leaving in their wake a trail of orphaned blocks, half-eaten strawberries, and half-dressed dolls. If you’re not careful, your content process can act like those toddlers and your content team could be
Don’t Let the Toddler Trap Torpedo Your Content Productivity Read More »
Does any industry face a more complex audience journey and marketing/sales process than B2B technology? Consider the number of people who influence a sale, the length of the decision-making cycle, the competing interests of the people who purchase, implement, manage, and use the technology. It’s a lot. Whether or not they have the most difficult
