native advertising/content marketing

CMOs to Invest More in Brand Experience with Content Marketing

• Posted: September 7, 2015

CMOs will invest more in content marketing, as they shift their priorities toward customer retention, loyalty, and advocacy.  YuYu Chen, writing for ClickZ, discusses new research from The CMO Club and IBM.

According to the report, “Marketing is a (Buyer) Journey, Not a Destination,” 57% of CMOs expect their budgets to increase over the next two to three years, with a 52% traditional and a 48% digital spending split.  CMOs participating in this research indicated that content generation would be their largest expenditure, accounting for 13% of their increasing budgets.  

CMOs are focusing on customer retention, loyalty, and advocacy at every point in the buying journey.  Building long-lasting customer relationships is important to marketers, and content marketing can provide consumers with a consistent and personalized experience during the entire purchasing journey.  In addition, content marketing can serve as an educator for the brand and result in a deeper degree of engagement with consumers.

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Content Development for B2B Audiences

• Posted: June 22, 2015

Ken Bowen, writing for Marketing Sherpa’s blog, discusses the study, “Missing the Mark: Global Content Survey of Brand  Marketers and Their B2B audiences.”  This survey of 500 global business executives and 500 global marketers focused on content strategy and content marketing.  It was conducted by The Economist in association with the market research firm Peppercomm.

Key findings:

-Though marketers are increasing their investment in content, content strategy remains poorly understood organizationally.

-There is a massive disconnect between the content that business executives seek and the content that marketers provide.

-There is an equally large disconnect between the goals of content marketers and the KPIs they use to measure success.

-Content medium is very important to business executives.

 

Applying the findings of this study will result in more effective B2B content strategy and marketing.

 

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Local Businesses Can Succeed By Providing Strong Content and Paying for Promotions and Ads

• Posted: May 11, 2015

Will Scott, writing for Search Engine Land, provides content marketing tips to local businesses to help them stand out from online competitors:

-Focus on what customers want to know-this includes answering real questions and providing product information critical to the purchase decision, as well as communicating the latest news and entertainment.

-Get that knowledge to the people-which can include posting content on a corporate or business blog

-Pay-to-play-in order to obtain the reach that a small business needs, Scott recommends that these companies may need to pay for promoted posts and ads.

Scott concludes that by providing quality content and promoting the content through targeted organic and paid venues, small businesses can effectively compete for customers.

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A Solid Content Marketing Strategy is Critical to the Success of the Overall Marketing Strategy

• Posted: April 20, 2015

David Kirkpatrick, shares ideas for content marketing on the MarketingSherpa Blog.  Both consumers and B2B prospects are doing most of their own research.  B2B prospects are getting 80% down the pipeline before contacting a salesperson.

Kirkpatrick emphasizes that content marketing is not about selling a company, a product or a service.  It is about becoming a trusted destination for prospects by providing content which results in thought leadership and brand awareness.

Content can come from many sources, including:

-Created internally by Marketing

-Provided internally by subject matter specialists within the company

-Supplied by third-party experts and industry leaders

-Generated by users

In addition to using content from multiple sources, it is also important to share different types of content:

-Written blog posts

-White papers

-E-books

-Video

-Webinars

-Slide decks

-Infographics

 

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63% of Marketers to Increase Native Ad Spend

• Posted: February 9, 2015

Almost two thirds of respondents expect to increase their native advertising budgets in 2015, according to an ANA survey of member marketers. Currently, native advertising only accounts for a small percent of  budgets– five percent or less for the bulk of respondents (68%). Other findings from this report:

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Mobile Native Ad Benchmarks Set

• Posted: December 8, 2014

WARC cites figures from Polar which suggest higher click through rates and engagement levels for native ads shown on mobile devices than those shown on desktop computers. Read more »

Native Ad Spending to Jump Despite Marketer Reservations

• Posted: November 24, 2014

Top marketers including Ford, Kimberly-Clark, GE, and HP plan to increase spend in native advertising, according to eMarketer. The research firm forecasts spend at $4.3 billion in 2015, a 34% increase versus the current year. This figure will climb to $8.8 billion by 2018. Read more »