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Take 2019 By Storm: Get Inspired By These 11 Content Marketing Quotes

Inspiring Content Marketing Quotes

Inspiring Content Marketing Quotes Another year. Another strategy. Another budget. Another long to-do list. Ushering in the new year is both an exciting and grueling time for content marketers everywhere. We’re celebrating accomplishments from the previous year. We’re taking stock of misses and opportunities. We’re working to weave in emerging content trends into next year’s plan. And we’re setting goals. But just like New Year’s resolutions, it can be hard to stick to the plan and tick off all of the things you want to accomplish. After all, the year is long and plans change often in today’s evolving digital landscape. To help you take on 2019 and muster up the motivation and inspiration to achieve your goals, we gathered several inspiring (and perhaps reassuring) quotes from respected and seasoned marketing leaders. From content strategy to execution, they’ll help you find success in the New Year.

#1 – “Your brand is not for everyone.”

Tamsen WebsterTamsen Webster
Founder & Chief Message Strategist
Find the Red Thread Oftentimes, marketers attempt to cast a wide net for their audience, hoping that more reach and more eyeballs can help them gain more traction. But in today’s content marketing landscape, personalization is essential if you want to reach (and hopefully fill your funnel) with the right people. And this bit of wisdom from Tamsen Webster serves as a great reminder that your brand doesn’t need to be everything to everyone.

“Your brand is not for everyone. It isn’t. It’s for the people who want something you can help them get, who value the same things you do, and who see the world the same way you do. And that’s not everyone. Full stop.” [bctt tweet=”Your brand is not for everyone. It’s for the people who want something you can help them get, who value the same things you do, and who see the world the same way you do. @tamadear” username=”toprank”] Read our full conversation with Tamsen on how to drive change in marketing. Follow Tamsen on LinkedIn or Twitter.

#2 – “Audience members will MAKE time for content if they find something that interests them.”

Andrew DavisAndrew Davis
Keynote Speaker & Best-selling Author
Monumental Shift Think your audience doesn’t have enough time for you? Andrew Davis urges you to reconsider. In the world of Netflix, Hulu, and YouTube, audiences are bingeing more content than ever before, he told attendees of Content Marketing World 2018. The challenge marketers face isn’t whether or not audiences have time to engage with you, but whether or not your content is worth engaging in.

“Audiences will make time to consume content that contains their interest.” [bctt tweet=”Audiences will make time to consume content that contains their interest. @drewdavishere” username=”toprank”] Get more advice from Andrew with our recap of his #CMWorld 2018 session. Follow Andrew on LinkedIn or Twitter.

#3 – “Stories have the power to engage prospects with an emotional hook that endears them to a brand.”

Heather Pemberton LevyHeather Pemberton Levy
Vice President of Content Marketing
Gartner At this stage in the game, storytelling and marketing have become married at the hip. But too often, stories come in second place to our larger marketing goals and objectives. Heather Pemberton Levy challenges marketers to change that. If you truly want your message to resonate with your audience, the story needs to come first. “Many marketers still talk about their products and services in terms of what they can do for their audience rather than what the audience cares about, why that’s important, and how their solution can help solve the problem. Stories have the power to engage prospects with an emotional hook that endears them to a brand more successfully than standard marketing copy. [bctt tweet=”Stories have the power to engage prospects with an emotional hook that endears them to a brand more successfully than standard #marketing copy. @heathrpemberton” username=”toprank”] Read our full interview with Heather to learn more about her story-first marketing approach. Follow Heather on LinkedIn or Twitter.

#4 – “Content marketing should be an active and discrete business model within the organization.”

Robert RoseRobert Rose
Chief Troublemaker
The Content Advisory More and more brands are pulling their content marketing in-house. But Robert Rose has a word of advice for brands internalizing their content marketing in 2019: don’t treat it as an internal agency. Content marketing needs to be a part of the larger business strategy, not a department that services other internal teams.

“Content marketing (and content strategy) should be an active and discrete business model within the organization. Thus, the content team is more akin to your R&D team, your legal team, or your accounting team. “You would never look at the legal team as an internal agency (or firm) that services internal clientele. No. It’s part of the fabric and strategy of how the business operates. It is a strategic leader within the organization, and the legal team serves as experts to lead the business through legal issues. The content team should be viewed the same way.” [bctt tweet=”#ContentMarketing (and content strategy) should be an active and discrete business model within the organization. @Robert_Rose” username=”toprank”] Discover the rest of Robert’s top content trends for 2019. Follow Robert on LinkedIn or Twitter.

#5 – “It’s important to slow down our marketing to get the basics right.”

Ann Handley
Chief Content Officer
MarketingProfs Content marketing is no longer a shiny object—it’s a core strategy and tactic for most B2B and B2C marketers alike. Content marketing is just “marketing” in the modern digital era. However, the majority of marketers feel like their efforts aren’t as effective as they could be. In order to grow sophistication and be more effective, you need to master the basics. For Ann Handley, this means we all need to slow down. “It’s important to slow down our marketing to get the basics right. Like developing a documented content strategy. Like doing the required research. Like developing robust, non-one-dimensional Flat Stanley buyer personas. Like articulating your bigger story. Like investing in quality: excellent writing (and editing) and storytelling.” [bctt tweet=”It’s important to slow down our #marketing to get the basics right. @annhandley” username=”toprank”] Find out what Ann says are her secrets to success. Follow Ann on LinkedIn or Twitter.

#6 – “Thought leadership is about solving, not selling.”

Mina Seetharaman
Executive Vice President, Chief Strategy and Creative Officer
The Economist When it comes to writing compelling content, marketers need to break the product-plug habit. Mina Seetharaman reminds marketers that your audience doesn’t care about your product, they only care about their problem. Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues.” [bctt tweet=”True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues. @minaseeth” username=”toprank”] Follow Mina on LinkedIn or Twitter.

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Tim WasherTim Washer
Keynote Speaker
Ridiculous Media Resonating with your target audience takes more than a carefully crafted message. It takes evoking emotion. Whether it’s a story or a joke, as long as it inspires an emotional reaction and avoids self-promotion, you’ll be forming more meaningful connections with your audience. According to Tim Washer, when done right, infusing a bit of comedy into your content can do just that. “These days, there’s so little content out there that truly connects with people. … So much of marketing is telling people how great we are. But with comedy—we can show them that we’re not always going to tell you how great we are. And if you can make someone laugh, that is the most intimate connection you can make.” [bctt tweet=”If you can make someone laugh, that is the most intimate connection you can make. @timwasher” username=”toprank”] Make more connections with your audience by reading the rest of Tim’s tips. Follow Tim on LinkedIn or Twitter.

#8 – “Data helps marketers work more productively.”

Stacy MartinetStacy Martinet
Vice President of Marketing Strategy and Communications
Adobe At every point in the customer journey, and even outside of it, your audience is leaving valuable data breadcrumbs in their wake. Looking ahead, Stacy Martinet hopes to inspire marketers to collect and analyze these breadcrumbs in order to better understand customers and boost productivity. “Data helps marketers work more productively, create the right content faster, and deliver that content to the right customer, across the right channels, at the right time. Companies that integrate data and creativity in their day-to-day practices actually drive two times the growth of companies that have those capabilities but manage them separately.” [bctt tweet=”Data helps marketers work more productively, create the right content faster, and deliver that content to the right customer, across the right channels, at the right time. @stacymartinet” username=”toprank”] Follow Stacy on LinkedIn or Twitter.

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Lee OddenLee Odden
CEO
TopRank Marketing In a world with increasing privacy and security concerns, our CEO Lee Odden, encourages brands to double down on trust, transparency, and credibility. The more you can align your brand values with that of your customers, the more trust and loyalty you will receive in return. “Building trust with customers is one of the biggest opportunities for marketers in 2019. Brands that lead with values and purpose can create opportunities to communicate transparently and with authenticity – leading to greater trust with buyers. Belief-driven buyers now make up the majority of consumers in every market. In 2019, we’ll see many more businesses articulating their brand purpose to more effectively connect with and engage customers.” [bctt tweet=”Brands that lead with values and purpose can create opportunities to communicate transparently and with authenticity – leading to greater trust with buyers. @leeodden” username=”toprank”] What else does 2019 have in store? Learn the rest of Lee’s digital marketing trends for 2019. Follow Lee on LinkedIn or Twitter.

#10 – “Always be listening.”

Dan GingissDan Gingiss
Vice President of Marketing
Persado From social media to comment cards to online reviews, your customers are not afraid to let you know what they think. If you want to optimize your business around the needs of your customers, Dan Gingiss challenges you to actively seek out, collect, and act upon that feedback. “Always be listening. People will generally tell you everything you need to know about your business—what’s working, what needs fixing, and what could be your next big hit. Marketers need to embrace the feedback, including compliments, questions, and complaints.” [bctt tweet=”Marketers need to embrace the feedback, including compliments, questions, and complaints. @dgingiss” username=”toprank”] To learn more of Dan’s marketing tips, read our full interview with him. Follow Dan on LinkedIn or Twitter.

#11 – “You must have a call to action.”

Ursula RinghamUrsula Ringham
Head of Global Influencer Marketing
SAP No matter what you’re creating, Ursula Ringham has an important reminder: Don’t lose sight of the goal. Give your audience the next step. Nurture them through the customer journey. Otherwise, the marketing stories and best-answer content that you’re creating will do little in terms of helping you produce meaningful, measurable results. “You must have a call to action. What’s the point? What’s your end goal? How are you defining success? Where are you sending them?

“Whether your goal is brand awareness or lead gen, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey.” [bctt tweet=”Whether your goal is brand awareness or lead gen, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey. @ursularingham” username=”toprank”] Get more of Ursula’s advice by reading our full conversation about her journey, influencer marketing, social media, and more. Follow Ursula on LinkedIn or Twitter.

Take 2019 by Storm

It’s a new year. And it’s time to bring a breath of fresh air into your content marketing efforts. Hopefully, these insightful quotes can help inspire you to do just that. After all, they’re important reminders that no matter how marketing evolves year-to-year, you need to put your audience’s needs first, guide them on the journey, use data to light the path, and more. Need more insight into how to drive marketing results in 2019? Read up on our 2019 trends and predictions:

The post Take 2019 By Storm: Get Inspired By These 11 Content Marketing Quotes appeared first on Online Marketing Blog – TopRank®.

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The Next Level of Influence: 30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

Pop Quiz: When influencer marketing is done right, who wins?

a) Your brand
b) The influencers
c) Your audience
d) All of the above

In case you missed the last few classes, the answer is D. In the ideal influencer marketing engagement, your brand gets a boost in credibility, authority, and exposure to a new audience. The influencer gets a cool content asset to promote, association with other thought leaders, and is able to grow their influence in their niche. And the audience gets awesome content neither the influencer nor the brand could have produced on their own.

Getting to that “everyone wins” stage requires strategic planning and execution, though. You can’t just throw money at someone with a big Instagram following and expect results.

Our agency was a pioneer in B2B influencer marketing, and we’re invested in taking it to the next level. Our approach has seen amazing results for Fortune 500 companies and small businesses alike.

To help you reach the next level of influencer marketing — what we call Influence 2.0 — this post combines our experience with original research from other thought leaders in the industry:

  1. Influencer Marketing: Science, Strategy & Success (Zine)
  2. An Evaluation of Brand Influencer Partnerships (Onalytica and Smart Insights)
  3. Two Sides of the Same Coin: Exploring the Brand and Influencer Relationship in Influencer Marketing (Activate)
  4. State of Influence 2.0 2018 (Traackr & Altimeter Group)
  5. Influence 2.0: The Future of Influencer Marketing (TopRank & Altimeter & Traackr)
  6. The State of Influencer Marketing 2017 (Linqia)
  7. Sponsored Spenders Survey (Collective Bias)

Read on to upgrade your influencer marketing and get ready for what comes next.

30 Essential Influencer Marketing Statistics

Influencer Marketing Works

  1. Over half of brands say influencer content outperforms brand-created content. Only 6% said it underperformed brand content. 6
  2. 78% of consumers will buy when recommended by someone they feel they know and trust. 1
  3. 67% of consumers have no negative reaction to sponsored content. 7
  4. 58% of brands have seen improved brand awareness and perception from influencer marketing campaigns. 2
  5. 54% saw an increase in leads and revenue. 2

Influencer marketing works because the message comes from people your audience already trusts. It also works for awareness and brand positioning, but also for driving revenue.

As our CEO Lee Odden defines it: "Influencer marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals."

[bctt tweet="#InfluencerMarketing activates internal and industry experts with engaged networks to co-create #content of mutual value and achieve measurable business goals. - @leeodden" username="toprank"]

Very Few Influencer Marketing Programs are Fully Mature

  1. Only 10% of organizations are fully mature with influencer marketing; that is, running a cross-functional program. 4
  2. 46% are using influencer marketing tactically, but have not integrated it across marketing. 4
  3. 57% of marketers say influencer marketing will be integrated in all marketing activities by 2020. 5
  4. 62% are going to spend more on influencer marketing in the year to come. Only 4% will spend less. 4

Marketers have a ways to go with influencer marketing sophistication. Investing more time and budget is a good start, but sophistication really comes from integrating influencers across your marketing initiatives on an ongoing basis, from strategy to content to promotion and beyond.

[bctt tweet="#B2B #influencermarketing is still in its infancy—which means there are plenty of opportunities to begin implementing it today. @azeckman" username="toprank"]

Sophisticated Influencer Marketing Involves Deeper Relationships

  1. Nearly half of marketers are working on long-term campaigns w/influencers. 2
  2. 40% of influencers say they’re in long-term partnerships. 2
  3. 48% of B2C influencer programs are ongoing, but only 11% of B2B are. 5
  4. Only 29% of influencers are asked for their opinion on content direction. 1
  5. 55% of marketers say content strategy and direction are decided well before influencers are added. 1
  6. Only 25% of influencers said brands shared engagement goals with them. 1

Building long-term relationships with influencers is crucial for sustainable influencer marketing. The relationship-building should include working with the influencers on content strategy, direction, and engagement goals.

As Rani Mani, Adobe's Head of Social Influence Enablement, recently told us in an interview: "We at Adobe pride ourselves on cultivating and nurturing long term relationships with our influencers. We look at it as dating with an eye towards long term commitment which means we are always looking to establish a 'give to get' exchange where all parties come out ahead."

[bctt tweet="We look at #influencermarketing as dating with an eye towards long term commitment, which means we are always looking to establish a 'give to get' exchange where all parties come out ahead. - @ranimani0707" username="toprank"]

Influence Is More than Follower Count

  1. Only 25% of consumers are more likely to buy a product when someone with over 1 million followers recommends it. 1
  2. As reach grows, engagement tends to drop. 1,ooo-10,000 is the sweet spot for engagement. 1

It’s time to rethink what makes a good influencer, especially for B2B brands. Reach is only one part of the equation; resonance and relevance are even more important than size of audience.

Not long ago, our own Ashley Zeckman, Senior Director of Digital Strategy, wrote: "Social reach should be a consideration for your B2B influencer marketing program, but not the only one. Sometimes the influencers with the largest reach may not be engaging their audience in a meaningful way that leads to more users connecting with your content."

Look for people who are actively engaging with their audience, and are talking about topics relevant to your brand.

[bctt tweet="#Social reach should be a consideration for your #B2B #influencermarketing program, but not the only one. @azeckman" username="toprank"]

Aim for Content Co-Creation, Not Sponsorship

  1. 73% of influencers said they put more effort into content when they’re passionate about the brand/product. 1
  2. Only 27% said they put in more effort when the campaign involves financial compensation. 1
  3. Only 34% expect financial compensation. 1
  4. However, 65% expect some form of reward. 1
  5. Only 14% said being paid well was the most important reason to work with a brand. 2
  6. 52% say building their influence on key topics is most important reason to be an influencer. 2
  7. Top criteria for influencers choosing brands? Most important is “I love the brand and already post about them organically.” 3

While financial compensation can be part of your influencer marketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. Look for influencers who are already excited about your brand, are eager to share their thoughts and expertise on a relevant topic, and work with them to create content you both can be proud of.

[bctt tweet="While financial compensation can be part of your #influencermarketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. @NiteWrites" username="toprank"]

Level Up Your Measurement

  1. 78% of marketers surveyed use influencers to build brand awareness. 3
  2. 45% cite sales conversion as their primary goal. 3
  3. 5% of marketers surveyed are tracking engagement rate, while only 45.92% track sales conversion. 3
  4. 37% of influencers cite brand awareness as their goal, while 22% cite sales conversion. 3
  5. 74% of marketers surveyed said sales conversion was one of their top goals for influencer marketing. 5
  6. 76% of marketers surveyed said determining ROI was their top concern. 6

Influencer marketing isn’t just for brand awareness. Like every other marketing tactic, your influencer efforts can contribute to revenue and that impact should be properly attributed. It’s important to make revenue measurement part of your initial planning and goal-setting.

[bctt tweet="#InfluencerMarketing focuses on the entire customer journey, driving demand, leads and to help with nurture. @AmishaGandhi @SAPAriba" username="toprank"]

The Next Evolution of Influence

As these statistics show, it’s time to rethink what influencer marketing is and what it can do. It’s more than one-off sponsorship deals with celebrity contributors to boost brand awareness.

Influence 2.0 means finding the true influencers for your audience. It means developing long-term relationships to co-create valuable content worth getting excited about. And it means setting goals throughout the marketing funnel and being equipped to measure them, from engagement down to revenue. When you can do all of that, everybody wins.

Is your B2B organization just getting started with influencer marketing? There are six things you absolutely need to know.

The post The Next Level of Influence: 30 Essential Influencer Marketing Statistics appeared first on Online Marketing Blog - TopRank®.

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