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) This is what separates good marketers from the mediocre: They do the strategy, planning, and execution that get great results. That includes getting honest about their mistakes—scrutinizing their failures and modifying as necessary. Is it fun? Not usually. But does it drive excellence and ROI? Yes, it does. Unquestionably.
Image via Big Stock Photo Ask marketers to compare B2B and B2C, and many will tell you they’re opposite sides of the same marketing coin. While that’s not a bad thing, most marketers tend to focus more on the difference than the uniting coin—and they can miss out on some valuable lessons by doing so. Take marketing technology, for example.
Image via BigStockPhoto.com If I could give every marketer a pop quiz, it’d only have one question: What’s the most important element in a campaign – cleverness, appearance, or relevance? Please tell me you got the right answer. It’s relevance, of course. Every marketer worth their salt has learned that message by now; all the pretty and witty creative in the world isn’t go ...
Sending your company’s content out into the world without knowing whom it’s going to reach — or why it should interest them — is as efficient as a paperboy flinging rolled-up newspapers into the street at random. Sure, some will be caught or plucked up from the sidewalk, but the majority of the newspapers will tumble into puddles, onto empty stoops, or under car wheels, never to be read.
Image via BigStockPhoto.com C-suite executives are a coveted audience for any content marketer. In some ways, approaching a C-level audience is much like approaching any other audience—you have to know them, identify their pain, and find out where they are most likely to seek out answers to the challenges they face in running their business.