Vivek Shankar’s Post

As marketers, we need to stay current on the direction of marketing. Below is an article to help with that. "Content will always be king in marketing, and content marketing platforms are transforming how this content is created, managed, and distributed." You can read the rest of the article below: https://lnkd.in/g6SzjNiT

The customer intimacy value applied in digital marketing!

Ever wondered why your digital marketing content seems to have more flops than hits? The frustration is real, but what's often more puzzling is the number of people trying to fix it with endless guesswork. In the era of AI, sticking to manual analysis of what works and what doesn't is like trying to build a website using only HTML when WordPress is right there at your fingertips. The core issue many face is relying too heavily on intuition to understand content performance. Guessing what will resonate with your audience can feel like reading tea leaves – vague and wayward. Most marketers concoct strategies based on gut feelings, hoping for a viral moment. Yet, without the right data, this often leads to a disconnect between the content produced and what your audience truly wants. So why rely on hunches when there's a smarter way? AI doesn't have off days or biases. It delivers concrete insights into your content's performance by tracking metrics like engagement, shares, and conversions. It paints a clear picture of what works, stripping away the uncertainty and enabling data-driven decisions. Here's how you harness AI to refine your content strategy: ▶︎ Track Engagement: AI can swiftly analyse viewer interaction—comments, likes, clicks—to determine which content is effective. These patterns indicate what your audience engages with most beyond superficial analytics. ▶︎ Monitor Shares: By evaluating widely shared content, AI identifies aspects that encourage organic spreading of your message. This doesn't just measure reach; it confirms your content's value and resonance. ▶︎ Analyse Conversions: Watching which posts convert traffic into leads or sales allows AI to identify pathways that drive success. This ensures you're focusing efforts where they matter most – generating returns from your content. Let’s illustrate: Suppose you have blog posts and videos. AI identifies your audience as engaging more with quick tutorials than long articles. Use this insight to pivot your strategy, focusing on short-form content to maximise engagement. Remember: AI doesn't strip creativity from the process; it enhances it. By refining your strategy with AI, you can save time and resources, making informed choices that truly resonate with your audience. After all, ZOPPLY is here to Spark Your Brand—one intelligently analysed piece of content at a time.

15 Content Marketing Tools You Need One of the biggest content marketing mistakes you can make is simply not being strategic about it. But the truth is that most of us don’t have time to develop content and constantly monitor it, compare it, keep on top of search engine optimization techniques, watch competitors…the list is long. That’s why there are a ton of amazing tools to choose from when it comes to content creation, marketing, tracking and monitoring. These are tools that can help you to fulfill a huge range of content marketing needs, from email automation, to segmenting, to keyword optimization and so much more. Read more at: https://lnkd.in/gbpMCWzs 🏃♂️ Interested in learning more about digital marketing? Contact us today at 1700-81-5520 or email us at training@excelacademy.my.

What is the value of content in marketing? Seems obvious, anecdotally, at least.. To become more known… To build authority… To begin convincing the 95% of people that aren’t in the buying window to pay attention to you and to start nudge-nudging them in the direction of your solution. Maybe even to make them aware that they have the problem you purport to solve. And of course. The more budget your product or solution will take (think a big B2B solution), the longer the convincing will take. The more specific about WHO can make those decisions you have to be. But I was asked (like actually) if I could help get to a quantifiable answer. And so I thought about it. And the answer is, depends… If we’re talking about a single piece of content than that would be easy. You’d post an ad or something organic. And then you’d see how many people saw it. And clicked it (or whatever you asked them to do). And then, in many cases, if the actual content you’re getting them to see is on a website. You’d see whether or not people were converting into the next action. So if 10 people out of 1000 clicked the post and went to your website you’ve achieved a 1% CTR. We can of course optimize the post or ad, work the copy, the image to make it more compelling, convincing, interesting. Let’s say we get it up to 20 people out of 1000 clicking. Now you’re at 2%. With ad campaigns, it’s useful that you can also attribute dollar values at this point (at least spend wise) Now if those 20 people that clicked go to your website, and 1 of them “converts”. You define what that means (subscribe, book a call, demo, download) etc. You’ve got a 5% conversion rate. Now, if that conversion rate is for purchasing a product (final buy). That’s an easily quantifiable link to the original content both in KPIs and in dollars. BUT it’s rarely that simple. Rarely (at least in B2B), can you do this with one ad, one post, etc. So we set up layers of content. Ads and posts talking plainly about who you are and what you do. We target them at a pool of people, and each post/ad can be measured in a similar way to the singular post. But each individual post/ad puts you into a greater ecosystem. So then you have to start looking at the system as a whole. And slicing it up into parts. Because the question becomes “is this particular content doing it’s job at it’s specific purpose in the ecosystem.” Does one cold layer ad result in many comments/likes/follows/web visits? Does one particular case study/article keep coming up in the user journey when you view someone's first touch to last touch and all the pages they visited on your site to book a meeting? When you have enough data, you assess which things have the MOST impact at each stage of the journey and how the pieces work together as a whole. This will inform new ways to present that content, as well as what kind of content you should make in the future. (Cont'd in comments) #linkedin #contentstrategy #b2b #marketing

Content marketing can be challenging, but recognizing and addressing these challenges head-on is the best way to overcome them. Some of these content challenges include: Attracting quality leads with content” (45%), “creating more content faster” (38%), and “generating content ideas” 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. Changes to SEO/search algorithms (64%), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.

My 5 favorite trends in content marketing right now: 1. 𝗭𝗲𝗿𝗼 𝗰𝗹𝗶𝗰𝗸 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. This is the idea of writing platform-native content, without links out. You give the value directly in the newsletter, social, whatever, instead of sending people away for the goods. 2. 𝗖-𝗹𝗲𝘃𝗲𝗹 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝗽𝗼𝘀𝘁𝘀. Personal handles get 500+% more traction than corporate ones. Keep posting on the corporate handle, but relevant, interesting, personal posts from your leader's accounts is where it's at. Few do it well. 3. 𝗕𝗹𝗼𝗴 𝗽𝗼𝘀𝘁𝘀 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗼𝘃𝗲𝗿 𝗦𝗘𝗢. Yeah, you should optimize your posts for keywords, but answer a real customer question first. No more blog posts that are only an SEO play. 4. 𝗥𝗲𝗽𝘂𝗿𝗽𝗼𝘀𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗮𝗻𝗱 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗻𝗴 𝘄𝗶𝗱𝗲𝗹𝘆. You write a core piece of content well aligned with your audience. Then you chop it up and release it on social, in a newsletter, on your website, etc, over and over again. This is much better than just creating new content all the time and gets your message out there consistently. 5. 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿𝘀. But let them be high value, tactical, practical, and informative, not just a list of links to recent blog posts, and very personalized to the portion of your list you're sending them to. What else is working in B2B marketing right now?

The short answer: Yes, content marketing is a big part of digital marketing. But let me explain how First, think of digital marketing as a huge umbrella. And under that umbrella, there are all sorts of tools and strategies, that you can use to achieve your marketing goals. These tools include things like social media marketing, SEO, email marketing, and, of course, content creation and marketing. As you know, content marketing focuses on creating valuable, relevant, and consistent content to attract an audience. It’s about storytelling, building relationships, and providing solutions. So, whether it’s a blog post, video, or social media caption, the content is what grabs attention and keeps people coming back. Now, here’s how it fits right into digital marketing. You see, all those other fancy digital marketing tactics, like SEO, social media, or email need content to work. Without quality content, your SEO strategy will fall flat, your emails won’t get clicks, and your social media will just be noise. So, to answer the question; is content marketing part of digital marketing? Absolutely, it's part of it. In fact, digital marketing survives on content. Content is the fuel that powers the digital engine. It's the heart of digital marketing. Without it, everything else would struggle to get going. That’s why if you’re doing any form of digital marketing, content should always be at the heart of it. For this reason, content marketing is an integral part of digital marketing. ___ If you find this helpful kindly share with other people to also benefit. ___ 👉 Want to get noticed online but don't have time to create content or don't know how to go about it? I offer a social media content bundle service for brands and businesses. Send me a message now and let's discuss how I can help you solve all your content issues.👈

Most B2B businesses don't understand content marketing. I see three common mistakes being made: 1. Some view content marketing as the entirety of marketing (often via SEO). 2. Some view content marketing as support for sales and other stakeholders. 3. Some view content marketing as having nothing to do with marketing (i.e., as branded publishing). Let's review what's wrong with each: -- If you think content marketing is your only marketing, that means you think the customer journey happens online, and that a Google search is usually involved. In B2C this is common (i.e., hospitality or e-commerce), but in B2B this is rare, and you need more to build your brand awareness (the single most important driver of a B2B purchase). -- When content exists purely to support sales or other stakeholders, then content gets created purely to appease sales and other stakeholders. What customers want or need never factors into it. Leading to ineffective content. -- Most brands don't have the resources to create good quality content in the volume it takes to be a brand publisher. Also, if content is created just for audience consumption, it often ends up making them aware your brand exists without letting them know what it actually does, rendering much of your brand awareness useless through this "friendzone content." -------------------------------------------- It's not your business's fault you don't understanding content. Content marketing has no commonly understood models. There are no 4 P's. No nothing. Content marketing is the Wild West. And the right approach will vary. Which is why you need professionals in charge of your content efforts. Get in touch if you're ready to go pro.

Before you invest in content marketing, take a good look at your reviews. If you’re disappointing customers, you shouldn’t invest more dollars into organic marketing or ads to get brand-new customers— they leave after one purchase. That’s too expensive. I see it every day in local magazine ads. There’s pool cleaning, gutter installation, and all sorts of companies. Then, I look up their reviews. Two stars. It’s obvious they need new buyers because they don’t have happy customers or referrals. These companies can check their ratings and customer satisfaction and improve retention before investing in marketing. That way, they don’t lose valuable resources when a first-time customer leaves forever. The best part? Once the company fixes the issue, they can create content addressing the pain points they once failed at. For example, if a B2B SaaS’s weaknesses was poor communication but improved on it, they can publish content based on great comms and service. Think of content emphasizing rapid customer responses, tight turnarounds, and case studies about fast deliverables and results. When companies work alongside marketers to create a holistic growth plan, everything can improve, from sales to marketing ROI.