Build your brand - By effectively using an orchestrated outreach strategy, such as PESOTM (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media
The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
How can marketers get smarter about marketing strategy? The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.
Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals
With the ever-increasing volume of generic marketing content thanks to AI tools, it’s critical that companies make greater efforts to stand out. That’s why sales enablement content is more important than ever.
By aligning content with the buyers’ journeys and providing the information they seek at every touchpoint, marketers elevate their brand's credibility, instill trust, and drive conversions.
Topics: Content marketing, Content, Sales, Sales qualified leads (SQL), Sales enablement content
Salesperson Brandon started a new job at a cybersecurity start-up called Bait, protecting organizations from ransomware. Two months into the job and he is struggling to close deals.
“I don’t know what to do when they voice concerns,” Brandon explains. “It’s like I have nothing to say.”
Brandon’s boss is confused. “Just answer their questions.”
That isn’t enough..
Topics: Content, Sales, Sales enablement content
Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.
Topics: Content marketing, Content, Message, Sales, USP, Sales funnel, Sales enablement content, UVP
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO
“Writer’s block happens to all writers, including content marketing writers.
With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.
Topics: Content marketing, Content, DIY, Persona, Brand, Ideas