Home / 2018 / March (page 2)

Monthly Archives: March 2018

Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work in Harmony

Campaigns + Always-On Strategy = Content Marketing Harmony

Campaigns + Always-On Strategy = Content Marketing Harmony

Regardless of industry or niche, nearly all B2B marketers—91% to be exact—are focused on leveraging content marketing to reach, resonate and inspire audience action. But budget and resource constraints and lofty lead generation goals—not to mention increasing buyer numbness to marketing messages and the extinction of organic visibility on social media—means you have to get scrappy when designing a content marketing strategy that drives toward business goals.

Oftentimes, this leads brands and marketers to focus on content marketing campaigns to quickly generate buzz, spike awareness and foster audience engagement. However, in our experience, campaigns alone will not help you reach your short- and long-term marketing goals.

Why? They’re simply not sustainable. Campaigns create spikes in activity that can quickly die out if there’s not a significant investment in ongoing promotion—specifically paid promotion.

But does that mean it’s time to drop campaigns from your marketing mix? Absolutely not. Quite the opposite, actually.

Campaigns should be intertwined with an overall, always-on strategy to create marketing harmony and get the ultimate value out of all your efforts. Below I highlight a few reasons why.

#1 – Integration enhances your nurturing capabilities.

Content marketing aims to create multiple touchpoints with your audience whenever and wherever they’re searching—and wherever they may be in the funnel.

Campaigns can absolutely drive valuable spikes in traffic, engagement, or conversions, as well as help you target specific audiences or verticals. But you need to be able to nurture the audience you’ve built beyond the confines of the campaign—otherwise you’re not only wasting your budget, but also leaving longer-term value and opportunity on the table.

By building campaigns as part of your overall strategy, you can nurture your audience or leads more effectively, as well as enhance the buyer’s journey.

[bctt tweet="By building campaigns as part of your overall #ContentMarketingStrategy, you can nurture your audience or leads more effectively, as well as enhance the journey. - @Alexis5484" username="toprank"]

#2 – Integration helps you get the most out of your campaigns.

Campaigns are often used for promoting a new idea or product, or generating or leveraging the buzz around an industry conference, event or hot topic. But once the newness wears off or the event passes, your campaign can become stale if you fail to iterate on the content or neglected to consider how it could enhance your other efforts.

Regardless of how successful your campaign is, your work shouldn’t stop once you’ve released everything into the wild. You want the momentum to continue so you should be continually optimizing your campaign for maximum performance and longevity.

But campaign content is also the perfect repurposing candidate, helping fill your editorial calendar, find opportunities for extending the conversation, and enable you to experiment with other content forms—all while helping you keep the people, trends or topics covered in the campaign top-of-mind.

The bottom line here is that you can get more out of your campaign by thinking strategically about how the content can be refined and used again and again to drive continued success.

[bctt tweet="You can get more out of your #contentmarketing campaign by thinking strategically about how content can be refined and used again and again to drive continued success. - @Alexis5484" username="toprank"]

#3 – Integration helps you build stronger influencer relationships.

If you’re looking to add influencers to your marketing mix, a campaign featuring influencer talents and perspectives can be a great starting point. Oftentimes, an influencer campaign will feature multiple experts and content types, but it’s anchored by a big and snazzy asset—which not only gets influencers excited about what they co-created with you, but for future opportunities, too.

But the key to influencer marketing success is building lasting relationships that are mutually beneficial—not just reaching out when you have a need. Baking ongoing influencer relations into your overall content marketing strategy will help you focus on building those relationships, while also boosting your campaign efforts.

[bctt tweet="Baking ongoing #InfluencerRelations into your overall #ContentMarketingStrategy will help you focus on building those relationships, while also boosting your campaign efforts. - Alexis5484" username="toprank"]

#4 – Integration helps you create a steady drumbeat.

There’s no denying that campaigns are invaluable for generating buzz and excitement, but once the campaign has run its course that excitement and relevance will fade. By coupling your always-on program with campaigns, you have the opportunity to create a steady drumbeat of awareness and thought leadership to drive traffic, engagement, and leads, while also adding pops of variety to reinforce your brand and give your audience a little something special.

[bctt tweet="By coupling your always-on #ContentMarketing program with campaigns, you have the opportunity to create a steady drumbeat of awareness & thoughtleadership. - @Alexis5484" username="toprank"]

Strike Balance & Harmony

At the end of the day, there’s no doubt that campaigns can be wildly effective and successful. However, those results aren’t sustainable if there isn’t a larger integrated strategy backing it up. So, when it comes to developing your next campaign, think critically about how it can enhance within your overall content marketing strategy, how you can sustainably promote and repurpose content, and create harmony to get the most bang for your buck.

Looking for more B2B content marketing insights or inspiration to help you recalibrate your strategy, check out this roundup of six B2B brands using content marketing to fuel their business.

The post Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work in Harmony appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Use Facebook Ads for Market Research

Do you sell products or services on Facebook? Wondering how to test your targeting and messaging? In this article, you’ll learn how to use Facebook ads to find the perfect audience, test your messaging, and confirm whether your audience is ready to buy. #1: Use Video Ads to Analyze Audience Interest Level Finding your ideal [...]

This post How to Use Facebook Ads for Market Research first appeared on Social Media Examiner.

Read More »

Instagram Adds Hashtag and Profile Links in Bio

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore YouTube updates with Owen Video, Instagram adding hashtags and profile links with Jenn Herman, LinkedIn creative video [...]

This post Instagram Adds Hashtag and Profile Links in Bio first appeared on .
- Your Guide to the Social Media Jungle

Read More »

Digital Marketing News: More Constantly Online, Google’s Digital Graffiti, AI’s Big Data Push

Roughly One in Four Americans is Online ‘Constantly’ More than a quarter of U.S. adults consider themselves online “almost constantly” according to survey data recently released by the Pew Research Center, a figure that jumps to nearly 39 percent for younger people in the 18-to-29-year-old age group, and Kurt Wagner looks closely at some of [...]

The post Digital Marketing News: More Constantly Online, Google’s Digital Graffiti, AI’s Big Data Push appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Get Started With Messenger Bots

Are you interested in Facebook Messenger bots? Wondering why you should use bots and how to set them up? To explore how to get started creating Facebook Messenger bots, I interview Dana Tran. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to [...]

This post How to Get Started With Messenger Bots first appeared on .
- Your Guide to the Social Media Jungle

Read More »

How to Use Custom Domains in LinkTrackr

The ability to use your own domain name to create tracking links not only helps with your branding, but can also make it more meaningful. While Linktrackr provides multiple domain options you can use, you should always use your own custom domain whenever possible. For example, instead of using myname.rurl.net/offer, you can be using mydomain.com/offer […]

Read More »

The Big Event: The Journey, Episode 22

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=JY4_n5diAjI Watch The Journey: Episode 22 Episode 22 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to [...]

This post The Big Event: The Journey, Episode 22 first appeared on .
- Your Guide to the Social Media Jungle

Read More »

How to Create a Facebook Event Frame, Instagram Event Geotag, and Snapchat Event Filter

Does your business host live events? Would you like to turn event attendees into ambassadors? Facebook, Instagram, and Snapchat all allow you to create event-specific indicators that attendees can apply to their profile and messaging on social media. In this article, you’ll learn how to create an event frame, geotag, and event filter for your [...]

This post How to Create a Facebook Event Frame, Instagram Event Geotag, and Snapchat Event Filter first appeared on .
- Your Guide to the Social Media Jungle

Read More »

What Agencies Can Learn About Relationships From SaaS Customer Success Teams

We all know that attracting new clients is exciting, but fruitful, long-lasting customer and client relationships are where service providers build and solidify their Read more...

This post What Agencies Can Learn About Relationships From SaaS Customer Success Teams originally appeared on Sprout Social.

Read More »

54 Artificial Intelligence Powered Marketing Tools

The expression, “Marketers are data rich and insight poor” is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the [...]

The post 54 Artificial Intelligence Powered Marketing Tools appeared first on Online Marketing Blog - TopRank®.

Read More »
css.php