We are in the golden age of #content marketing. With the proliferation of marketing automation tools we can engage like never before with hyper-targeted audiences. Advanced analytics deliver in-depth insights to us in real time. But sometimes we get caught up in our shiny new tools and lose sight of the most fundamental content marketing wisdom: humans crave compelling stories. In the past we’ve written about the power of stories and how to humanize content. This week, we’d like to share some wise words from econtent magazine’s Andrew Martin on how to bring the art of #storytelling back to #b2b marketing.
At Evolved Media we write about enterprise technology, but recently realized that we were hiding our analytical skills under a bushel. We create content about products that transform #Big Data, perform analytics, create better clouds, or improve security. And we deliver that content to marketers of all stripes who use it to raise awareness and find new customers.
We’re living in an era where outsourcing our lives has never been easier. From driverless cars to Amazon home delivery of almost any product we could ever need possible at the click of button, it’s increasingly easy to automate our existence. Yet, too often, companies approach #PR in the same way – as something to turn over to someone else, as something done for the company, rather than with it. But to get the most of PR, you need to establish a strong relationship between the PR firm or consultant and the business that’s being represented. Read more
At the advent of digital marketing, companies poured millions for dollars into digital ad campaigns all in the name of acquiring new “leads.” But with the introduction of #big data tools like Hadoop and advanced data science and analysis, why are so many marketers still investing in old-fashioned campaigns that convert at just fractions of a percent? Jason Alumbaugh explains how the buyer’s journey has transformed over time, and demystifies dwindling click through rates. He goes on to paint a picture of how B2B marketers can effectively reach an empowered audience who tends to make buying decisions by committee, and leaves a rich digital footprint across the web.
Read the full story for more.
We are in the midst of a golden age for #comics and #cartoons. Long overlooked as childish and simplistic, comics are finally getting the respect they deserve. From Hollywood Marvel blockbusters, to the haunting ferocity of Netflix’s Jessica Jones, to renowned literary graphic novels like The Watchmen, comics are taking center stage.
And with good reason. Yes, cartoons and comics are fun. But they also do a masterful job of combining dialogue and visuals to create a lasting impression.
How many times have you been disappointed in vendor-produced content? Do you contemptuously look at an analyst firm’s report thinking you know more about the subject than the author? Have you been embarrassed because your six-page study is clearly produced by marketing and not actual experts? These long-term problems are becoming even more common in the technology B2B world as content marketing becomes prevalent. Read more
Creating engaging, informative content about complex technology can be a tall order. Content marketers in the B2B tech space are held to the task of educating their audiences, while at the same time, entertaining them long enough to hold their interest and make the message resonate. 94% of content marketers use original, written content in their campaigns. The writing better be superb. Read on for 10 no-nonsense writing tips from Josh Bernoff, author of Writing Without Bullshit.
Quick: think back to the last time you made a major decision. Who did you seek out for advice? Not just anyone, right, but only those you trusted?
It’s natural to seek outside expertise when making a decision, big or small. Trusted counsel is the basis of marriages and friendships, and a crucial component of the fabric of human interactions. It’s why we ask friends and family whether they like who we’re dating, what schools to send our children to, or where to eat—the opinions of those close to us (who have opinions worth heeding) will make our decision-making better.