[Editor’s Note: This is the second in a series of posts on designing a content marketing pilot program. Read the first post here.]
You know about the new buyer’s journey – in 2016, customers are in control of the relationship. Today’s buyer’s journey is social, self-directed, trust-based and transparent. Brands must acknowledge this fact and realize that the path to the sale requires maximum understanding of and empathy for the customer. You need to know your audience.
The best way to do this is to build buyer persona profiles in order to ensure your marketing team understands its primary audience.
Last week, I wrote about how to convince the boss content marketing will work for your company. One of the ideas in that post was to propose a pilot program – a six-month trial to see how your team performs and whether you can begin to get any traction in the marketplace.
Implementing a pilot program is going to be more palatable to the C-level decision makers at your company. It doesn’t seem to be as daunting a proposition, as big a commitment. It’s only a test. And while you know that content marketing, done well, needs at least six months to take hold and have an impact, a pilot program can provide you a glimpse of what is possible for your organization.
But how do you put that pilot program together?Read More
If you’ve ever seen the term “native advertising” and automatically thought of content marketing, you’re not alone.
However, content marketing and native advertising are absolutely positively not one in the same.
First, just in case you still don’t know what content marketing is, get out from under that rock you’ve been living under and check this: at Scribewise we define it as “The creation and distribution of journalistic, helpful, audience-focused material that ultimately increases customer acquisition.”Read More
As someone who pretty much devours the latest marketing news, you’ve become convinced that your organization needs to change its approach to marketing. You believe that you need to stop blasting promotional messages at your prospects, and instead provide them with useful information, knowing that it will build trust. You now take it on faith that the way people buy today has fundamentally changed, and your marketing needs to reflect that.
It all seems so obvious.
Except to your boss.Read More
I have a confession.
Okay, so I may have been living under a marketing rock for the past decade, but in the last month or so, I’ve newly-discovered Gary Vaynerchuk.
Of course, I had heard his name and had a vague idea of who he was, but the recent promotion around his book, #AskGaryVee, convinced me to start following. And by following, I mean binge-watching his entire life on Snapchat, Instagram, Facebook and YouTube...because he puts it all out there for the world to consume.Read More
You’ve heard that storytelling is the newest, best way to create a connection between your brand and your customers. But simply knowing this doesn’t mean you can do it - you need to be able to turn that knowledge into action, which requires two things. First, effective corporate storytelling requires having the skill to weave together a compelling narrative.
Secondly, even if you have the skill, you need to have the courage to buck convention and try something new. While many brands claim they’re embracing storytelling, most of them are really just spitting out the same old sales messages – messages that people tune out.Read More
Welcome to the first ever Scribewise Chat – something new we’re trying as a way to pull back the curtain on the conversations we have in our office every day about the news, trends and issues around content and marketing.
Our first conversation centers on what this week’s announcement from Medium about its new “Medium for Publishers” means for content marketing and the way people consume information. In our view, this seems like a possible Tipping Point moment – we know that major platforms such as Facebook, Twitter, LinkedIn and Instagram dominate the way in which people and companies get information, but this seems like next-level stuff. Consider this: Once upon a time, most people considered AOL to be the Internet; are we headed back to a world in which the “Internet” is a set of walled-off platforms that people access for information?Read More
You hear it all the time from marketers – we don’t have enough budget. Unless you have a lot of money to spend, you can’t buy enough ads. Unless you have a lot of money to spend, you can’t attract the right talent to create awesome marketing materials. Unless you have a lot of money to spend, you can’t be noticed before the competition.Read More
Longtime Instragram users have grown accustomed to scrolling through their feed to see posts in chronological order, but, like other social media platforms, that will be changing.Read More
Before you launch a content marketing initiative, you need to figure out your strategy. Now, plenty of organizations skip this step – they just start blogging without really thinking through why they’re doing it and what their goals are. However, there’s plenty of evidence that the companies that succeed with content marketing are the ones that have a documented strategy.
But when you’re just starting out, creating that strategy can seem daunting. The world of content marketing is moving very fast, there are so many different decisions to be made, and it’s difficult to figure out what your goals should be, let alone how you could ever possibly reach those goals.
So let’s keep it simple.Read More
There’s nothing worse than scrolling through Twitter or reading an email on my phone and clicking through to an interesting blog post only to find that the mobile experience is less than ideal. If the content is really interesting, I’ll deal with it. But chances are, the decision-maker at a B2B company you’re targeting is not going to put up with a hard-to-navigate, hard-to-read, hard-to-scroll article, no matter how interesting the content first seemed.Read More