Terminology matters?


Intercom is dropping the phrase ‘content marketing’, and they explain why in a post on their blog.

In my opinion, labelling is the enemy of marketing (unless you’re in the retail trade – Ha!), and to examine how we identify each strand of our profession detracts from what we’re supposed to be doing – taking products to market using the optimum tools available.

At Intercom we avoid phrases like blogs (to refer to individual posts) and ebooks (a book is a book) as we feel they demean the value of what we’re offering.

You can read the full post on Intercom’s blog

Remarketing – do it well


Remarketing can be an extremely effective tool to increase conversions. Done badly – and I see examples on a daily basis – it can annoy your potential customer and waste a lot of your budget.

Samantha Mykyte’s comprehensive article on wishpond.com explains the major mistakes you can make with your remarketing campaigns.

When executed in the right manner and designed with the user in mind, your retargeting campaign can significantly boost your sales funnel ROI. All you just need to do is figure out which mistakes you’re making and how you can fix them.

Read the full article at wishpond.com

Repurposing content – legitimate if relevant

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Repurposing content is sometimes seen as a bit of a marketing ‘cheat’. Done properly it’s not, as long as the actual content is relevant to the audience.

Saher Naseem’s article on www.branex.ae demonstrates the many ways content can be repurposed effectively.

In the marketing world, using the information multiple times in different ways can go a long way. Repurposing your content can not only increase the value of your content but with a little bit of innovation, brands can get more leads and conversions. – See more at: https://www.branex.ae/blog/streamline-marketing-efforts-with-repurposed-content/#sthash.IINNf2M9.dpuf

Read the full article at Branex.ae

PPC is the planning key


There are many conflicting reports of changes Google may have made around access to its Keyword Planner.

Whatever the truth, this article by David Zimmerman published on www.marketingprofs.com, gives an interesting alternative keyword analysis method, using PPC.

And that got me thinking: If I would have to pay for a keyword research tool anyway, why not use pay-per-click (PPC) advertising for my keyword research? If I create a small PPC campaign, I can get keyword data and several other advantages, too.

Read the full article at marketingprofs.com

Lead generation is dead. Yawn.


This blog on Bizible was published 18 months ago, but I’m highlighting it as a great example of the invention of a buzzphrase – in this case ‘Pipeline Marketing’ – to label a process that most of us have been following for years. Everything here is relevant, except the labeling.

Focusing just on leads causes misaligned goals with sales (leads vs. revenue) and media teams optimizing for cost per lead rather than true business growth.

Once you consider all this, it’s not a bit surprising that 99% of leads never convert into customers, according to Forrester.

Read the full article at Bizible.

Getting the measure of social media


Analysing the effectiveness of social media activity can be difficult, and there are several differing views as to the best way to achieve significant results. Simply Measured’s article suggests a logical and relevant method.

Despite the challenges, a defined social media strategy combined with proper measurement can lead to real business and marketing wins — and set the structure to find the return on investment (ROI) of your social media marketing efforts.

Read the full article at Simply Measured

Content: Topics over keywords?


Here’s a really insightful post from Hubspot, questioning if marketers should rethink their keywords strategy around content. With ever-changing algorithms and user behaviour, the discipline of search doesn’t stand still.

More significant than the way in which the search engines themselves are evolving is the way that the searcher is communicating with the search engines.

Amplified by the rise of mobile and voice search, queries have become more and more conversational.

Read the full article on the Hubspot blog