Advertising agency

31. August 2017
by Stephan Nobs
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Do Today’s Marketers Still Need Agencies?

The role of ad agencies and how they support their client businesses has evolved over time. It used to be just a case of a company developing a marketing strategy, and then sharing it with their agency who would then take over the creation, planning and execution of appropriate campaigns. Today, things are much more complicated. For a start, there are many more channels available to reach customers – including a plethora of digital channels which need to be handled in real-time. Executing a strategy, and planning which content appears at what time and on what channel has become a real challenge.
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Blog_Content_bigwheel

25. July 2017
by Stephan Nobs
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Content Distribution

According to analyst firm IDC, by 2020, more than 50 percent of a company’s commercial content will be created outside of marketing’s direct control. What does that mean for CMOs?

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Customer engagement

29. June 2017
by Stephan Nobs
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Customer Engagement – the What, Why, and How

Customer engagement has become an increasingly important topic over the last couple of years.

The field is maturing, but the early adopters, evangelists, opinion leaders and companies that make up the industry haven’t quite reached consensus yet on some important questions about the “What, Why and How” of customer engagement.

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Customer alignment

12. June 2017
by Stephan Nobs
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How can you align the right content with the right buyers at the right time?

We recently covered how to segment your prospects into groups according to where they are in the buying cycle, how to select the most appropriate category to focus on, and how to create content that appeals to the specific information needs of each. Now we want to discuss how to get your content in front of those targets.

The first conversion is always challenging. You have content that is designed to address any stage of readiness to buy, your product or service might be a perfect solution to a prospect’s challenges, but they don’t know who you are.
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Prospect nurturing

30. May 2017
by Stephan Nobs
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How do you make B2B pull marketing work?

In our last post, we talked about how we strongly believe that the time for push marketing is over – and that potential buyers need to guide their own customer journeys by means of pull marketing. But how can you actually make this change?

First, we have to take a step back. If we decide that we want customers to be in control of the content they consume at any given time – what does that mean? It means that we have to supply them with meaningful and interesting content exactly when they want to receive it. So, the first step is to figure out how we can get in front of prospects at the right time. This means that we need to somehow align the content we have with the prospect’s need. At BrandMaker, we do this by identifying the different stages of the buying process that prospective B2B customers navigate, and by selecting the right channels.
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Martech conference

19. May 2017
by Stephan Nobs
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Reflecting on This Year’s MarTech Event

Along with over 2,500 of my fellow marketers, I attended the MarTech event in San Francisco last week to catch up with my peers and some of the latest trends. I’ve finally had time to catch my breath – I have to admit that running from one meeting room to the next across the entire venue was tiring – and to reflect on this busy event.
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Push marketing

10. May 2017
by Stephan Nobs
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The History of Push Marketing… and Why it Doesn’t Work Today

Push marketing gained traction as media began to be an effective way of reaching different audiences. First there were newspapers that could take a product sales pitch right into the hands of possible buyers, and then came TV advertising, direct mail, and sponsorship.

In fact, marketers embraced each new way to reach people. Every new channel became a new weapon in their armory – enabling them to bombard prospects with as much advertising firepower as they could afford. Potential buyers were always passive recipients, powerless to control the deluge of content.
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22. March 2017
by Stephan Nobs
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Map The Buyer Journey To Find Digital Marketing Gold

Customer_Engagement_Journey_MapsPush marketing is out, pull marketing is in. The key to B2B digital marketing success is making it effortless for prospects to fulfill their own specific content needs. As a marketer, you need to map the buyer journey to a selection of relevant content pieces, and let prospects choose what appeals to them. This approach will maximize the consumption of the content you create – a key success factor on the path to achieving digital marketing excellence. Here’s why.

B2B is an interesting but crowded market

The B2B eCommerce market is more than twice the size of the B2C market in terms of revenue. And B2B is expected to grow almost 50% over the next five years. There is a lot to play for, but the market is rapidly becoming overcrowded.

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14. March 2017
by Stephan Nobs
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The Five Deadly Sins of Content Marketing

Tuesday night. You just finished a great blog post. It’s straight from the heart, the jokes you put in are hilarious, and it’s an all-round compelling story. You hit publish, knock out the office lights and go home satisfied. Let’s just hope you’ll have enough time to turn all those new fans into prospects.
Wednesday morning. As the elevator doors open, you storm out with your hands up, ready to high-five the two long rows of colleagues on either side of you. But they’re not there. There’s just silence.

If a tree falls in the forest, and there’s nobody around to hear it, does it make a sound? Tough question. For content, it’s a lot clearer. If you’ve created content and nobody reads it, you just haven’t done ‘content marketing’.

Content marketing is effective, if you know what you’re doing

Investing in content marketing yields 3 times more ROI than paid search and 4 times more than targeted advertising. No wonder 88% of companies use content marketing. Seth Godin even said ‘content marketing is the only marketing left’.

In 2016, an average of 28% of total marketing budget was spent on content marketing. Clearly, companies have embraced content marketing and acknowledge its importance for marketing success.

But there is still work to be done. 62% say their content marketing isn’t effective. If you know what to do though, it’s easy to improve. Here are five lethal content marketing mistakes, and five ways to lift your content marketing to impressive heights.

Here are five deadly sins of content marketing that are guaranteed to disappoint. Continue Reading →

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23. December 2016
by Stephan Nobs
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Out of office but still up-to-date

out_of_officeWhatever your planning looks like, the holiday season is always approaching  more quickly than expected.

You probably have a long list of small action items to finish before you, inevitably, forget to activate your out-of-office reply, and have to walk back to your desk. I always wonder who is in the office to read all the out-of-office messages anyway.

It is the time of year where we all endure some mild pre-Christmas stress… but it is also the time of year where you’re most likely to bump into remarkable ‘best of year’ content gems. What did we learn in 2016 and what do we expect 2017 will bring?

For those of you who secretly check their mobile phone under the Christmas tree, here is a presentation  from the Content Marketing Institute that is definitely worth a closer look. It’s an overview of the B2B Content Marketing 2017 Benchmarks, Budgets & Trends for North America.

The information is dense. Every slide of the 45-page presentation treats us to some interesting facts. Here are some highlights

  • Lead generation and brand awareness are the two main reasons why you will heavily invest in content marketing next year
  • 63% of marketers are “very” or “extremely” committed to content marketing success in 2017
  • 23% call themselves successful content marketers already, 53 % are moderately successful and look forward to join the leading 23% in 2017
  • 73% see content marketing not as a series of isolated campaigns, but as an ongoing business process
  • 28% mention specialist “marketing technology” as an important driver for improvements.

All good stuff. But the following statement really makes me look forward to everything 2017 will bring:

  • 76% always or frequently prioritize content quality over content quantity.

2017 will not be just another year of standard customer journeys with pre-scheduled e-mail bursts.

Producing ‘high quality’ content is necessary but not sufficient. If a tree falls in a forest and no one is around to hear it, does it make a sound? There is a time and a place for every content piece to shine.

Whether people actually consider ‘high quality’ content to be ‘high quality’ depends on whether it fits their specific need and use at that moment.

To make this possible, we have some great new solutions lined up for you. BrandMaker will help to engage better, sell more and reach your content marketing goals in 2017.

Wishing you happy holidays!

P.S. don’t forget your “out-of-office”.

 

 

 

 

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