That Your Customers Find Valuable
Infographics are great tools for top- or middle-of-the-funnel content. In other words, information that helps to compel or educate decision makers. They are an efficient way of sharing a mix of content, design, and data in an easily consumable piece. They are simple to scan, and with the brain processing images 60,000 times faster than it does text, it makes sense why they can be wildly effective.
We like to think of them as “tools to help buyers buy” (not sellers sell). Your infographics could be shared throughout the internet, posted to social channels, and exist as evergreen content on your company’s website. With 57 percent of purchase decisions occurring before a customer even contacts your company, it’s the perfect piece for your customers to discover.
Continue reading 9 Tips to Create Brilliant Infographics for Content Marketing
ABC recently announced that Arie Luyendyk will anchor the next season of The Bachelor, a choice that sparked some deep water-cooler talk here at Element. We determined that the world’s most dramatic reality show offers much more than yearlong entertainment and guilty pleasures.*
The Bachelor is a veritable treasure trove of professional development resources for HR professionals – and we’re about to prove it. By the time you’re done reading this article, you’ll understand how years of watching The Bachelor have subconsciously prepared you to recruit ideal candidates. It’s almost as if Chris Harrison has been the Mr. Miyagi to your Daniel-san all along [Millennial explanation here].
Continue reading The Journey to an Ideal Hire – How to Wow Like a Contestant on The Bachelor
I know it’s been done, and probably pretty cliché, but I originally wanted to call this blog post Fear and Loathing in Cleveland. I was so in love with the idea that I started writing the lede while standing in line to board my plane in Green Bay.
“I was somewhere in the air over Chicago when the antihistamine finally kicked in … “
My trip did start in a Hunter S. Thompson-esque fashion. Nursing a mild hangover from Labor Day weekend, running late after oversleeping, un-showered with bloodshot eyeballs thanks to the ragweed in the late summer air, I was leaving Wisconsin in a fog.
That wouldn’t last long.
Continue reading 7 Moments of Clarity from Content Marketing World 2017
Picture this: you live in a small town where everyone knows everyone and nothing’s a secret. One day, Nancy has a bad experience with a clerk at the grocery store. Tales of the rogue clerk spread through book club and golf league like wildfire, and the grocer soon sees his sales plummet.
In this digital age, the web is much like that small town. Rumors take root on sites like Google Places, Yelp, and Angie’s List, and, if left unmanaged, spread and endure, damaging sales like Negative Nancy’s comment did to our poor grocer.
What to do? Some may tell you to ignore the haters and focus on what you do well. We’ll argue the opposite. The first step to effective online reputation management is embracing the negativity that comes with a digital presence.
Continue reading Online Brand Reputation Management: The Good, The Bad, and the Trolls
Today’s buyers don’t want to hear from you until they say so. That’s why, at Element, we preach the gospel of permission-based marketing. The content marketing programs we run on behalf of our clients aim to ease buyers along the journey to purchase with the right materials at the right time. We’re successful when customers get what they need to inform themselves, decide our client is the solution, and, only then, initiate contact. Information is the oil that keeps the modern buying process running. And, make no mistake: buyers are in charge, not you. If you aren’t providing a great buyer education experience, someone else will.
To help your customers learn about your brand, culture, products and services, follow the three rules of buyer education: Continue reading Are You Following The Three Rules of Buyer Education?
When you think about what makes up an effective content marketing program, a lot of moving pieces come to mind:
- Blog posts
- Video and animation
- Branded graphics
- Social media
- eBooks, case studies, and other premium content
…And so on. The workflow goes like this: get a great idea, create content around it, and publish. You get your content finished and you’re good to go, right? Not so much.
There’s a very important step missing above that can slow down even the most incredible content marketing: Continue reading Six Ways to Accelerate Your Content Marketing Approval Workflow
We get it. We have a great job here at Element. It’s exciting to deliver content marketing and marketing automation platforms for our clients, delivering results for them and, yes, “playing” online all day. It can be tempting to dive right in with us, helping to choose the many products and services that we use to deliver our digital marketing programs. Frankly, we love it that our customers are so invested in partnering with us.
Continue reading Focus on Your Digital Marketing Goals, Not Your Software Tools
Element has been producing a lot of content for clients lately. At last count, we’ve reached roughly two bazillion people with our digital marketing programs in the past year.
And, that’s why we’re excited to welcome Marcus Sanford to the team as our new Content Marketing Analyst. He’s charged with telling the story behind all the data produced by our campaigns, turning raw numbers into business insights, and creating a 360° look at our clients’ marketing efforts. He also crafts our Marketing Automation solutions and manages CRM integration.
Continue reading Marcus Sanford, Element’s New Content Marketing Analyst, By the Numbers
What’s the highest-performing digital marketing channel? Is it Facebook? Twitter? LinkedIn? You may be surprised to know that yes, even in 2017, the tool that delivers the strongest return on investment for marketers is still email. With a median ROI of 122 percent, if done well it can be more effective per dollar for some organizations than other tactics.
Continue reading The Automation Advantage: Empower Your Email Marketing
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?