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The brainstorming process always begins with promise. People sit around a conference room table kicking around potential ideas, and everything seems plausible. Let’s create an infographic to show off our recent study, says the ambitious manager. Sounds good, says the eager junior marketer. Even though the project begins with the best intentions, challenges start to get in the way.
When you’re inundated with the glories of digital marketing every day, we can start to forget that in-person events still make up such an important part of the marketing stack. Events can be chaotic, complicated, and expensive. Yet in B2B marketing, there’s a reason they’re still incredibly popular.
Everyone knows that developing a content strategy is essential for content marketing success. Well, just about everyone. According to our recent survey of people who subscribe to The Content Strategist, 98 percent of senior marketers believe strategy is important. So how are marketers turning that belief into action? While it’s clear everyone believes in strategy, not everyone ...
We’ve talked to a lot of smart people here on The Content Strategist. CEOs, founders, CMOs, marketing gurus. In fact, we’ve talked to so many smart people that it would take way too much time to have you go back and read through all the interviews to find the best examples of marketing wisdom. So instead, we’ve assembled a “best of” list. Think of it as a “That’s What I Call Music Vol.
Salespeople don’t have it easy. Hit your numbers and you’re safe. Miss your sales quota, and you may be looking for work. That reality puts salespeople in an awkward position. They have to push products to anyone with a pulse, yet no one wants to buy from a pushy salesperson. According to a recent study from DiscoverOrg, a sales intelligence platform, not many B2B salespeople ...
For years, ad tech CEOs have agonized over various crises—the rise in ad blocking, rampant bot fraud, a pervasive lack of quality control. Yet in the end, it may be none of these worrisome trends that puts these CEOs out of a job. Instead, the threat may come from a familiar set of names. Google, Apple, and other tech giants have targeted ad tech for disruption.
Thought leadership gets a lot of flak in marketing circles. Some of it is fair. “Thought leadership” is jargon for something companies have done forever: trying to position their executives as influential leaders. But just because it’s a new way to refer to an old technique doesn’t mean it’s not effective. New technology has just changed how it’s done.
In a 2016 report, the Economist Intelligence Unit 1 makes a bold assertion: “Customer experience” will overtake “mass advertising as a preferred channel to the customer.” The report, titled “The Path to 2020: Marketers Seize the Customer Experience,” claims that marketing departments will be increasingly responsible for the end-to-end customer journey by 2020—and nailing custo ...
It’s 12 p.m., do you know what your content team is doing? If you’re a senior manager, it can be difficult—okay, impossible—to know what your team is up to on a day-to-day basis. Is Jim actually “just finishing up” that new product announcement? Did Mary really submit the latest draft of her blog post to Fred yesterday? Larry wants to accelerate the new campaign, so what can w ...
At last week’s Google I/O conference, a few choice terms came up repeatedly. Machine learning. Artificial intelligence. Deep learning. They were mentioned so often that New York Times technology columnist Farhad Manjoo joked that “machine learning” had reached “70 trillion” utterances only a few hours into the conference’s first day.
Let’s play a little game. Can you guess what year this lede is from? “There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.
According to Scott Brinker’s latest marketing technology landscape, there are over 5,000 martech vendors. That’s a lot of vendors. There are so many that you’ll have you to click on the landscape just to read the different categories: Brinker has done an amazing job identifying and categorizing all the vendors out there in a space that’s expanding so rapidly.
Back in 2015, Facebook introduced Instant Articles. It was a seminal moment—or at least, it was supposed to be. After years of hot takes and hand-wringing, including from yours truly, what was once supposed to revolutionize digital content has instead been something of a dud. The Guardian, which used to turn every piece it published into an Instant Article, is now completely a ...
The more time you spend on production, the higher the costs. That’s just basic economics. Marketers, however, seem to ignore this simple rule. According to a new Contently survey, 69 percent of senior marketers are not tracking metrics related to the speed and efficiency of content creation. 1 CEOs and CFOs shouldn’t take this lightly.
It’s no secret that trust in the ﬁnancial sector took a hit after the 2008 ﬁnancial crisis. This is particularly true among millennials, who, in 2016, overtook baby boomers as the largest generation. More than any previous generation, millennials have shown reluctance to engage with the ﬁnance industry: Just 1 in 3 millennials have money in the stock market, only 33 percent ow ...
Social media—once a competitive, dynamic space—has gotten predictable. Facebook added a hundred million users in a quarter? What else is new? Facebook is in trouble for failing to stop fake news, extremist messages, and child pornography? Par for the course. Facebook shamelessly copied another Snapchat feature? Yawn. It’s all been going on for years.
How do you stack up to your competition? What’s working in your industry? Thanks to sophisticated data collection, finding the answers to these questions is no longer guesswork. And make no mistake: this kind of data is critical to your marketing success. As Scott Brinker—founder/editor of Chief Martec, program chair of the MarTech Conference, and owns his own martech company, ...
Back in 2015, technology market researcher Gartner published a statistic that sent waves throughout the marketing world: By 2018, companies that have “fully invested in all types of personalization” will outsell companies that have not by 20 percent. Twenty percent is a big number, one that could mean the difference between beating your competitors and going out of business.
March 15 marked an important milestone in the finance industry. After years of rapid growth, federal regulators released a draft of a new manual that now allows fintech firms to apply for a federal banking charter. Though the move was just one small step in fintech’s entrance into the broader financial system, it was an important signal that the burgeoning industry is here to stay.
Americans suck at personal finance. Only two in five adults have a budget and track their finances closely, according to a national study by Harris Poll. Personal finance is all but ignored in most public school systems, and “nearly all developed countries have a higher personal savings rate than the United States,” according to the St. Louis Federal Reserve.