Recommended Reading for Marketers – Week of 11/5/12 – 11/9/12

Who else is thankful to be free of political ads finally? Now that we can stop spending the majority of our time sifting through that crap it shouldn’t be hard to pick up on the best reads fast. Here are a few I dug up this week I thought you might also enjoy.

Do Native Ads Work? – This is an important piece for publishers and advertisers both. While I agree with some of the findings MediaBrix brought to light from the survey they commissioned, I believe it may partially be because people have yet to find something they enjoy engaging with when it comes to native ads. The important thing to consider here is how publishers can utilize this data to continue generating revenue for their businesses/advertisers. I really like what LinkSmart is doing when it comes to helping publishers discover new ways to monetize content – this is the kind of advertising I could buy into if I were a publisher or advertiser who partnered with a publisher. Continue reading

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Here’s How to Pitch Content Marketing to your Management Team

Like most marketers faced with a sometimes overly conservative management, I too had to find a way to pull out every stop to sell the value of content marketing and prove my case for implementing it. This meant I had to get my hands dirty with our website’s analytics and show them why we weren’t doing a good enough job getting visitors to our website and keeping them there; that lack of regular content and a fluid way of delivering it were contributing to the problem. So, if you know you need to get your management team on board but you haven’t yet figured out how, here’s what I did and 5 selling points I used to win over the “suits”. Before we begin, remember to keep it simple and have real data to support your recommendations, keep marketing lingo off to the side.

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Recommended Reading for Marketers – Week of 10/29/12 – 11/2/12

This was a difficult week for so many people. I wish the friends and families of everyone suffering through the aftermath of Hurricane Sandy the best and sincerely hope that the recovery is swift.

I managed to find several great reads this week despite being away on business most of the time. I spent the week digesting content on startups, content marketing, PPC, and technology. Here are some pieces I thought especially stood out you may also enjoy.

  • Why Incentives Are A Necessary Marketing Evil – I’ve always been a fan of incentive-based advertising in marketing and new data is showing that it’s proving to be more and more effective as consumers get access to new ways to tune-out advertising. I’m especially interested in how brands are incorporating it into video advertising; I seem to only actually engage with video ad pre-rolls when there is something especially compelling – and that in itself is rare. While this piece is light on data to support its claims, there are some interesting theories presented.

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Recommended Reading for Marketers – Week of 10/22/12 – 10/26/12

It appears that weeks when Apple announces something the publishing world shuts down in anticipation; I found it surprisingly difficult to find good reading this week. Of course, I didn’t write much either. If you had the same problem, try reading a few of the pieces I did find below. Enjoy!

(Infographic) The Fundamentals Of Online B2B Lead Generation – SocialMouths.com published a fantastic infographic provided by Unbounce this week with a strong focus on B2B lead generation. I don’t typically like infographics but this one caught my attention. Continue reading

B2B Lead Generation is All About Content Creation in 2013

We all knew it was coming, and like most B2B marketers I too was faced with a harsh reality: create content or die. The good news is that now we’re empowered with the resources to position our marketing departments as a profit generator instead of a dead, immeasurable expense. However, this does go hand-in-hand with a higher accountability. MarketingProfs recently spotlighted the 2012 B2B Content Marketing Trends Survey conducted by Holger Schulze for Optify and found that 83.5% of B2B marketers surveyed say they are stepping up their content marketing production over the next 12 months. The point is, for B2B marketers, lead generation in 2013 will almost entirely be about content creation. Ouch! Is it too late to rewrite the budget? Sharpen your pencils, I’m going to share 5 things with you that I have implemented, or am in the process of implementing, to enhance your content marketing strategy. Continue reading

5 Tips For A Successful Landing Page

I’ve built several landing pages over the last year, some successful and some not. In my experience, the most successful attempts were those in which I ignored my desire to do what I want to do. As a marketer with a designers background, it’s often difficult for me to do what I know works because it goes against my natural desire to make things pretty and consistent. If you aren’t a marketer or you’re just getting started, designers background or not, it’s still often difficult finding the right recipe for a successful landing page. I want to share 5 things that I have learned so that you might have better success with building landing pages for your business. Continue reading