Growing up in Oklahoma, we had a common saying: “I’m fixin’ to get ready.” In other words, I’ve got somewhere to go or something to do, but not quite yet – so in the meantime I’m doing something else, which may or may not have anything to do with what I’m doing later. The buying cycle for your customers is a lot like that today, too.
According to SiriusDecisions, as much as 70 percent of the buyer’s journey is complete before they reach out to sales. So, a lot of your future customers are fixin’ to get ready – but how would you know, unless they call or email you every time they’ve made progress towards making a purchase. The more complex the purchase is, and the longer the sales cycle, the worse this situation gets for sales and marketing departments. Sales may spend time calling a visitor over and over who filled out a form on your site. If the visitor is only in the initial research stage of their buying process, it’s a waste of time for your sales teams, and irritates potential customers. Continue reading The Automation Advantage: Is Your Marketing Working For You 24/7?
One of the most common client concerns we get when launching a new content marketing program is, “How are you going to write for us? You don’t know anything about our industry.”
It’s a legitimate question to ask. They’re wondering if a copywriter, digital marketer, or maybe even a blogger who doesn’t work in your industry can really write complicated content and explain technical topics.
Doubting an advertising agency’s ability to represent the expertise of your company is understandable. However, when it’s done right, you’ll end up with relevant, highly-targeted content marketing campaigns that help you reach your business goals.
Here’s a look at how Element’s content marketing teams takes on the challenge.
Continue reading Content Marketing – How to Write Like an Expert for Any Industry
As this article is being written, we’re nearing the end of what can easily be called the craziest, most frustrating presidential election in recent U.S. history.
The Republican and Democratic party nominees are so unpopular, supporters spend most of their time talking about how terrible the opposition is while making excuses for the downfalls of their chosen candidate.
A lot of voters feel like they’re being forced to choose between the lesser of two evils. They have to vote for the person they dislike the least instead of someone they truly believe in.
The worst part is, it seems like no matter what the election results are, we’ll still end up with a mess.
Sometimes your options for marketing feel that way, too. However, when it comes to choosing how to reach your target audience, there is a very viable alternative.
Let’s take a look at the marketing candidates …
Continue reading Do You Have to Choose the Lesser of Two Marketing Evils?
Far too many B2B companies have blogs they’ve neglected, mismanaged, and left to rot. They go month after month without updates, and when a new post is finally published, no one reads it anyway.
So, management decides blogging isn’t even worth the effort. Don’t let that happen to you and your company’s blog!
A good blog can be a cornerstone of a powerful content marketing program, but only if you know how to do it right.
It seems so much easier to create content for a business-to-consumer company while business-to-business marketing seems like it is supposed to be dry and dull.
Here’s how some marketers assume the formula works:
B2C Content = Fun! B2B Content = Bored to death.
But, that’s just not true!
Continue reading 6 Ways to Make Your B2B Content Marketing Better
Can an ancient Greek philosopher teach us how to be better at marketing?
Just about everyone comes across Aristotle’s writings Poetics and Rhetoric at some point during high school or college.
If you were like me at that age, you probably didn’t appreciate the subject matter, but Aristotle literally wrote the book on using stories to persuade people.
Smart marketers can learn a thing or two from Aristotle, especially when trying to create compelling and convincing content for your target audience. And, you don’t have to be a literature or philosophy major to understand how it all works.
Continue reading Advice from Aristotle on Better Brand Storytelling
It can be a tough world out there for journalists. TV and newspaper reporters have to deal with daily deadlines, stressful subject matter, and constant criticism.
The pay isn’t always great. Plus, when you combine the overall struggles of traditional media with cost-cutting measures as well as frequent mergers and acquisitions in the industry, there’s not much job security either.
That’s why a lot of journalists are switching career paths and using their skills to help businesses with marketing.
It’s a practice known as brand journalism. But does your company really need a brand journalist?
Continue reading Brand Journalists – Does Your Company Need One?
Write a blog post. Share it on social media. Rinse and repeat.
If that’s your idea of content marketing, you’re missing out on a world of possibilities.
Content marketing is much more than a boring blog and stale social media accounts. In the digital age, the mantra has become, “every company is a media company.” So what are you going to create?
Need some help getting those gears turning? Here are eight different ways to develop content that is outside the norm.
Continue reading 8 Ways to Create Unconventional Content
In a previous article for the Element blog, we made the case for why content marketing is important and looked at what manufacturing marketers are using and what’s working for them.
Now it’s time to take some action. This follow up will focus on how manufacturers can take advantage of content marketing and how you should begin a strategic approach.
These are five important things to consider before you start.
Continue reading 5 Things Manufacturers Need to Know About Content Marketing
It’s fairly easy to come up with ideas for online content that consumers will love. However, if you’re trying to develop marketing concepts in the B2B world, it may not seem so simple.
When you’re a B2B manufacturer, it can feel like your only options are boring white papers no one will read, Power Point presentations that could cure insomnia, and corporate videos with as much personality as a dead snail.
But smart manufacturers know using content marketing is important. And smart content marketers know how to come up with a strategy that works.
Continue reading How the Smartest Manufacturers Use Content Marketing