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New Strategies for Reaching Decision Makers with Your B2B Blog

By now, everyone knows you need a blog for your B2B brand. However, keeping up with a blog takes a lot of time and marketers don’t always see the results they want from their content. Desired results typically include generating new leads and converting leads into a client, as well as giving your website better visibility.

Chances are though, if you’re reading this post, you’re not seeing the results from your blog that you’re hoping for. This is a common content marketing pain point, especially in the B2B world. And if the market is so saturated with good content, how do you make your content stand out? And, more importantly, how do you make sure your content gets in front of the right people?

Due to the pressure of delivering a blog that actually converts readers into leads and leads into sales, you may be considering getting rid of your blog together. But, before you decide to give up on your hard-earned content, consider these ways you can reach the real decision makers through your blog.

Take Buyer Personas Seriously

The first thing you need to do, if you haven’t already, is create definitive buyer personas for the decision makers at the types of companies you want to get your content in front of. We like this template from HubSpot. You should be sure to include the following persona components and more:

  • Job titles
  • Company size
  • Skillsets
  • Professional background
  • Industry knowledge as it pertains to your brand
  • Years of experience in your industry
  • Age range
  • Budget
  • Career goals
  • Challenges they face in your industry
  • Pain points they encounter when trying to perform their goals
  • How your brand solves pain points
  • An elevator pitch about your brand that would appeal to decision makers
  • Where they can find your brand (search, case studies, blog, etc.)

It’s likely there are different types of decision makers that you’re trying to reach, so be sure to create a buyer persona for each job title, industry segment, etc. We find it’s helpful to name each persona, and, keep in mind the different personas you are creating content for and to make sure to spread the content out evenly that caters to those specific people.

Cater Your Content Topics

Once you create your buyer personas, it’s time to plan content accordingly.

Next time you fill in your content calendar, consider the topics that actually appeal to decision makers. It’s possible that “101” type basic content might get a lot of views, but it won’t get the right views. If you’re a decision maker at a top brand, you almost certainly have a solid understanding of the niche your brand falls into. How can you take your content to the appropriate level to meet these buyers where they’re at?

One way to plan the most relevant content is to meet with your client-facing coworkers. Ask them to come up with common questions that clients have or pain points that they notice. Turn these questions into post ideas, or even use the question for the post title. It’s a great way to grab attention and resonate with the decision makers.

Move Your Readers Through the Buyer’s Journey

Just like you need to create content for different personas, you also need to create content for different stages of the buyer’s journey. The established (but useful) stages in order of how a buyer moves through them are awareness, consideration and decision making.

Be sure to move your buyer personas through the sales funnel from awareness to making a purchase decision by linking up your content with the right resources. For example, if you are creating a blog post to generate brand awareness, you want to link your post with content that takes the reader to the next step, consideration. In the consideration phase, it’s likely the reader wants to learn more about how your brand can solve pain points so links to a landing page and/or case studies would move them to the next step. Another example, if you’re creating a post that caters to buyers in the consideration phase, you want to link to resources that guides them through the purchase decision page like how to get in touch with your brand or examples of work you’ve done in the past.

Say you’ve created 3 buyer personas and you want to move each one through the buyer’s journey. That means you have 9 different posts to create to cover the full spectrum of your buyer personas and your buyer’s journey. Say you’ve named your personas Alice, Peter and Bob. Your upcoming post targets should look like this, with 3 posts per persona:

Alice: Awareness, Consideration, Decision Making

Peter: Awareness, Consideration, Decision Making

Bob: Awareness, Consideration, Decision Making

Feel free to mix them up, but be sure to create an equal amount of blog posts that speak to each of these personas in each of their phases. It’s helpful to create a content calendar where you can keep track of the posts geared toward your target personas and stages.

Optimize Your Email Program

If someone within a brand has reached the decision-making phase of their career, they are almost certainly a high-ranking employee in the company, knowledgeable about the industry, and don’t have a lot of time on their hands. Therefore, they aren’t doing a lot of research about or keeping up with a scattered variety of blogs. This means you need to get your blog in front of them and accessible when they have time. You can do this through emailing a weekly digest of your blog content. Use your most valuable post titles in the subject line, and consider segmenting your emails either by industry or buyer personas.

Because we believe in content digests so passionately here at FeedOtter, our product is an easy-to-use content marketing tool that automates content digest emails and integrates with tools like Marketo, Pardot and more so that you can drip content to all of your leads and clients. It only takes 5 minutes!

Use LinkedIn

There are a few ways you can use LinkedIn to get in front of your target audience. Let’s explore a few:

  • Message your contacts: You can message up to 50 of your contacts at a time. We recommend using this feature wisely and limiting the messages you send out to once a quarter, so be sure to lead with your strongest content. Research shows that people open LinkedIn Mail 85% more often than regular email. So, while you could export your LinkedIn contacts and email them directly, we don’t recommend doing it that way.
  • Updates: You should share your content on both your personal LinkedIn profile and on your company page. Be sure to leverage hashtags and catchy taglines. We recommend you update your profile and company page once per post. When decision makers are considering your brand, they might vet your LinkedIn profile so you need to establish thought leadership.
  • Ads: LinkedIn Ads allow you to get really specific when it comes to the types of companies and job titles that you are trying to get in front of. We recommend not just putting an ad up about your company; you need to lead with thought leadership resources, like your best blog posts. This works with any budget and you can pay per click to be sure the right people are reading your posts.

Align with Sales

Be sure that your sales team knows everything about the awesome blog content that you produce. If your sales rep is talking to a lead, that lead is in the consideration or decision stage of their buyer’s journey. Equip your sales team with content that appeals to the different stages and industries, and sales can leverage your thought leadership content to establish brand credibility and close deals.

While brand awareness content is part of the buyer’s journey (and thus part of your blog), know that if sales is talking to a lead, they have obviously moved passed the awareness phase, so you shouldn’t need to share that type of content with your sales team.

You might want to consider an internal library that you update with your new content. This way you can slice and dice it up to sales by categorizing your content by buyer persona and buyer’s journey.

If you want to take it a step further, you can pre-write social media posts for your sales team to share on their own social channels every week. Any bit of word-of-mouth recommendations you can get that point to your content is extremely helpful.

Re-Think Your CTA

The usual CTA (call to action) at the end of a blog post functions for readers to ask pertinent questions or share personal insights in the comments below. But, are people really commenting? If you feel like you’re doing everything it takes to reach the decision makers, but you’re still only reaching mid-level or entry level readers, invite them to share your post with their boss or co-workers.

Conclusion

The key things to consider when creating a blog targeted towards decision makers is to make certain you’re utilizing and integrating your individual buyer personas and buyer journeys. Leveraging email and LinkedIn can be really powerful, and don’t forget to have your co-workers share your awesome content. Give these strategies a try before you decide to give up on or put less time in your blog.

Are you ready to get your blog in front of the right people? Try our curated newsletter feature to stay on the top of mind for your target consumers.

 

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How to Announce New Product Features Through Content Marketing

Do you have some cool new product features that you’re about to launch but don’t know how to tell your target consumers about them? Or maybe you want to tell your current clients about features they can upgrade to? Or maybe both? This post is here to help, because launching a new feature and marketing it effectively is no easy task.

The trick to a successful feature launch is starting your marketing plan way before the product is actually ready. Outlining your goals, messaging, and strategies that you want to tap into before the feature actually launches is the best way to proceed, and here are some hints on how to pull it all off.

Create Buzz Before the Launch

Before you actually launch your brand-new feature, you’ve got to get consumers excited about it before it’s actually released. You can do this by:

  • Posting “teaser” social media posts with pictures or short video clips highlighting aspects of your new feature
  • Creating an anticipatory “coming soon” video and putting it on your homepage
  • Giving beta access of your new feature to a select few people, and asking them to blog or post about it on social media
  • Sending out an email to your customers and leads telling them that you have some exciting new things coming up with your product

Work with Influencers

Influencers are people who specialize in a niche and have a large and loyal following on blog and/or social media. Influencers are so powerful because they create authentic content and can talk organically about your brand in ways you can’t talk about yourself without seeming self-promotional.

It’s a common misconception that B2B brands can’t utilize influencer marketing effectively, but we’re here to tell you that there are influencers in every vertical. You just need to find them, and you likely need some help. Innovative tools like GroupHigh and BuzzSumo are ideal options for influencer identification.

Once you’ve found your target influencers, think of a creative way to work with them to create maximum buzz around your new product feature. This can include giving them access to your product before it actually launches, or you can have them use your new feature in a project they are working on. Just make sure to ask them to write a blog post about their experience with links to your site, so all their loyal readers can get the scoop.

Email Marketing

Tapping into email marketing for a new product feature is a given so let’s explore some creative ways you can tap into email to announce your new feature.

  • Buying an email blast from a like-minded publication and tapping into their network
  • Considering a newsletter insert from a thought leadership site
  • Emailing your leads and incentivizing them with a gift card for joining a demo of your new feature
  • Reaching out to your current consumers and offering them exclusive early access to your new feature as a “thank you” for being customers…this also creates a sense of urgency for them to upgrade their current plan to the plan that includes your new feature

Strategic Blog Posts

When launching a new feature, it’s key to create a handful of exciting blog posts to accompany your launch. Of course, you want to post blog posts on your own website, highlighting aspects of your new feature through screen shots and video, but you also should place some guest posts on popular sites that highlight your product as well.

When guest posting, sites will generally not take a self-promotional “sales” post. So, instead of trying to get a guest post that only talks about your new feature, think of a thought leadership topic that discusses why this feature would be beneficial, and then subtly insert a link to your brand. This strategy will be far more effective in both engaging readers and getting clicks.

Utilize Video

Many of your target consumers may wish to visually digest information, so you want to create a short video surrounding the launch of your new feature. Highlight the components of your product and address pain points that it solves. Once your video is ready to go, consider these ways of sharing it:

  • Marketing emails
  • Blog posts
  • Social Media
  • The homepage on your site
  • Press release

Social Media Ads

It’s key that you utilize your social media channels in the launch of your new feature. To ensure that news of your new product gets in front of as many people as possible, you may want to consider purchasing some social media ads. You should “a/b” test them to see what messaging and visuals are getting the most clicks.

LinkedIn will be especially helpful, and it lets you target multiple segments, including company size, job titles, location and more.

Tap into Your Customers

By now, you should know who your happiest customers are. Try giving them early or free access to your new feature and ask them to share with their own networks about your brand’s new product. It also would be beneficial to ask them for testimonials about their experience with your new feature that you can incorporate on your site. People are far more receptive to a feature that has already been used and has positive recommendations that accompany it.

Write a Press Release

Writing a press release about your new feature can help you gain traction and buzz about your launch. Here are some things to keep in mind when writing your press release:

  • Addressing how this new feature makes consumers’ lives easier and focusing on pain points it may solve
  • Including a video or screen shot
  • Quoting your CEO on why this new feature was brought to the marketplace
  • Including a quote from an influencer or consumer who tested out this new feature
  • Providing an email address for the press to contact

Once your press release is up, you can send it to like-minded websites with a personalized email to see if they want to write about your new feature.

Run a Webinar

When you start marketing your new feature, it is sure to pique a lot of interest, but consumers might not be quite ready to buy or upgrade. Meet these prospects on their buyer’s journey and provide them with a webinar, where they can see your feature in action and learn more.

Your webinar should be about 30 minutes and should weave in how your new feature solves their problems, in addition to showcasing the feature in action. Leave time for questions either in your webinar hosting platform or on Twitter, and make sure to answer all that you can.

You can include a link to sign up for your webinar in the same marketing emails that announce your new feature so that your target consumers can decide if they’re ready to buy (or if they want to learn more).

New Feature Checklist

We know we threw a lot of ideas at you, and we don’t want it to be overwhelming to plan your new feature launch, so here’s a checklist that wraps up everything we just discussed:

  • Create a video that highlights your new feature
  • Run a pre-launch social media campaign
  • Identify influencers to talk about your product
  • Reach out to happy customers
  • Give early access of your feature to influencers and consumers
  • Identify email blasts that you can purchase
  • Write out all your marketing emails
  • Create and schedule out your social media posts
  • Purchase social ads on LinkedIn
  • Identify guest post opportunities
  • Write blog posts for your brand’s blog and your guest posts
  • Schedule a webinar
  • Write a press release
  • Distribute your press release to like-minded sites

Do you have any suggestions for announcing a new feature? We’d love to hear from you on Twitter @Feed_Otter

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3 Innovative Ways B2B Content Marketers Nailed It

These days, content is as varied, creative, and effective as ever before…which means it’s even more challenging to stand out in the crowd. In the B2B industry, competition is fierce. There are countless ways to use engaging content to drive your business, but which methods will work best for you?

We have picked out a few particularly impressive examples in the hopes that you’ll find a method that resonates with you and your brand. Let’s take a look.

Customer is King

Obviously, your customers (past, present, and potential) are incredibly important to you. So, why not sing their praises to the world? Drift, a conversational marketing service, has elevated customer appreciation into brilliant content marketing, and everybody wins. Here’s how.

First, they feature success stories with their customers on their blog. They talk about how great the company is, and how they were able to help them achieve such amazing success. This shares social proof with potential customers who are in the consideration phase, and assures them they’re on the right track.

There are plenty of examples of customer testimonials, and the reader gets a comprehensive rundown on how the services work, but in an easy to understand, conversational way. Next, the sharing starts, and both companies link back to the other, exponentially raising the share radius and providing some tasty SEO juice in the process.

Drift’s blog is also full of informational content, and the writing is funny and quirky enough to make all of it easy to read. So, you have a great company that clearly loves its customers, happy customers who are willing to testify how great Drift is while enjoying tons of brand exposure, and potential clients who are reassured they’re onto something good. Like we said, everybody wins.

Educate and Sell

There are so many different marketing experts and industry rock stars out there, and they all have great insight and advice to share. Likewise, there are countless new entrepreneurs and startups that need some guidance. Problem is, you have to search and filter through an enormous amount of unorganized and vague posts before you happen upon some relevant industry content, and then hope that it’s well written and pertains to your pain points.

Enter First Round, a thoughtfully curated collection of digital magazines that cover a variety of industries and let the experts do the talking. You need to find and digest this content quickly and efficiently, and come away with actionable tactics you can consider and employ right away. That’s a stated goal of First Round, along with providing entertaining and engaging content that the experts themselves offer. This is a prime example of how strictly offering education and insight is both impactful and beneficial for everyone involved.

Time is Money

Here at FeedOtter, we are all about content marketing solutions, specifically, automating content digest emails so of course we need to include an example from our own experience!

Trimble had a problem. They are an international company that offers unique positioning products, innovative hardware and software , and complex informational solutions to massive companies on several continents. They had a tremendous amount of helpful content to push out to current and potential clients, and had counted on emails and newsletters to do so.

Problem was, all of this needed to be integrated and organized to be sent in a timely and efficient manner. Oh yeah, and in five different languages. Newsletters were taking all day to curate and compose, and they were trying to write unique code and design entire systems to do so. Yes, email campaigns work, but the effort spent in formatting and translating them was costing a lot of time and money.

Enter FeedOtter, a content management service that was able to provide Trimble with newsletter templates, integration with scheduled automated email services, and translation services right away. Within two years, Trimble’s website traffic from subscribers doubled, monthly conversions increased by 150%, and the creative team was able to focus more on the quality of the newsletters.

The takeaway? Hire the right experts to do what they excel at, and utilize your team to keep the quality up where it should be. If it works for a huge company like Trimble, it can work for you, too.

Do you have any examples of brands who rock at content marketing? We’d love to chat with you about it in the comments below!

 

 

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10 Content Marketing Metrics You Should Know

If you’re reading this post, then you probably already know that content marketing is a crucial strategy for your brand. However, having clearly defined targets and awesome content isn’t enough. Having a plan to analyze your content promotion and track it from ideation to fruition is critical, so you’ll be able to build off of what’s working and refine your strategy.

In fact, a recent study found that 89% of marketers want to prioritize finding ways to measure their content marketing efforts. Are you one of them? If you want to be, we’ll show you how to start.

This post will explore the different metrics that are crucial in determining which parts of your content marketing strategy are worth the work you put into it. It will also help you find the easiest ways to identify and track these metrics.

Traffic

What it is: Traffic simply refers to the number of visitors to your site through links and searches. It’s important to note and record which pieces of content are generating the most traffic so that you can refine your strategy accordingly.

How to measure: Utilize your Google analytics to see if your website traffic is increasing or decreasing and measure it on a monthly basis.

Bounce Rate

What it is: While traffic is important, it’s moot if visitors aren’t spending enough time on your site. Bounce rate refers to the number of people who spend less than 15 seconds on your site. It’s not benefitting your brand if you’re bringing in a lot of traffic, yet those visitors don’t spend time on your site.

If your bounce rate is high, you need to examine the quality of the pages they are viewing and quickly leaving, and develop more engaging content and stronger CTA’s (calls to action).

How to measure: Google Analytics will tell you what your bounce rate is, and which pages your site visitors are landing on.

SEO Ranking

What it is: SEO ranking refers to how high your site ranks on Google or other search engines for ideal keywords. Most people don’t go past page 2 when they are searching for a keyword, so it’s critical that your content marketing plan includes an ongoing strategy to continuously rank higher.

How to measure: Open a new “incognito” window and search for keywords. Make note of where your site shows up in search results for your keywords. Do this once a month to see the progression of your site and it’s ranking. Take advantage of tools like Ahrefs to take note of your best key phrases, and don’t forget to check what your competitors are using, also.

Lead Generation

What it is: Lead generation is the process of gathering qualified leads for your brand, so that you can nurture them and hopefully turn them into clients. This is done through a lead capture which gates your best content, an option to sign up for a trial or a demo, or a CTA on your site that lets the lead indicate their desire to know more about your brand.

How to measure: You can look at leads generated in either your Google Analytics dashboard or your marketing automation software. You’ll likely want to both note how many leads you generate per month and how many leads are generated from your different strategies.

Conversion

What it is: A conversion means that a lead took an action beyond just being interested. This action is usually referred to when a lead becomes a consumer. This is the ultimate goal of content marketing and should be tracked closely!

How to measure: As long as you have the proper tools set up, you can track conversions through your marketing automation platform or Salesforce. You will also be able to report on where that lead originated, so that you know which types of content and strategies are bringing in the most sales.

Social Following

What it is: Social following is simply the number of followers you have on any given social channel. When people take it upon themselves to follow you on social, they are self-identifying as having an interest and affinity for your brand. Social is a great way to share your content, so the more followers the better.

How to measure: Every month when you are putting together your content marketing reports, record how many followers you have on each of your social channels and calculate the percentage your followers went up or down. This will help you share and build a successful social strategy.

Content Engagement

What it is: Engagement refers to the number of people interacting with your content. This can be done in the form of comments, likes or shares. This is a key metric to indicate whether or people like your content and find it valuable.

How to measure: Every time you publish a piece of content, even something as small as a tweet, measure the engagement with that piece of content after it’s been live for 30 days. This amount of time gives you enough time to let the content flourish and be shared throughout the internet before you measure it.

Inbound Links

What it is: Inbound likes are pieces of content that link back to your site or a piece of your content. These links improve your SEO and bring new visitors to your site.

How to measure: Monitor your Google Analytics so that you know when there are new sites linking back to you. You can see how many visitors come to your site through these links, so be sure to check in on your analytics frequently.

Subscribers

What it is: Subscribers (as it relates to your content marketing goals) refers to the amount of people who subscribe to get a weekly or monthly digest of your content. If someone takes it upon themselves to subscribe, it shows an affinity and trust for your brand’s content.

How to measure: Every month, check your marketing automation platform and see how many subscribers you gained that month. It’s important to note where these subscribers were derived from, so that you can scale your efforts accordingly.

Email Conversion Rate

What it is: This metric refers to the amount of people who receive your marketing email or newsletter and click to read a piece of your content or visit your site.

How to measure: You can view both the open rate and the click through rate on your marketing automation platform or MailChimp. It’s important to keep note of how your emails are performing so that you can mimic your most successful emails in the future.

Are there content marketing metrics that you track that we’ve not listed? We’d love to hear from you in the comments below!

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You’ve Created Great Content. Now What?

If you’re like most marketers, you feel like you’ve been creating engaging content all along, but it just doesn’t get as many views as you need it to. You’ve put a lot of work into creating content and you know that readers would love it…if you could just get them to read it. Sound familiar?

Many experts say that content marketing should follow the 80/20 rule. 80% of your time should be promoting your content and 20% of your time should be creating content. It’s a better use of your time to make sure your great content gets seen before you continue on towards creating another piece of content.

This post outlines 8 things you can do after you create your awesome content so that your target consumers actually see it.

Utilize your Site

Your site should get a lot of traffic, even if those visitors aren’t initially checking out your content. Creating pop-ups that recommend your newest content when visitors arrive are an effective way to get more content views. You also can put relevant images and content blocks in your sidebar that direct people on your site to your content.

Create a Dynamic Email Strategy

Hopefully by now, you’ve created an email list of leads. Thought leadership content that you produce like blog posts, eBooks and white papers are the perfect items to email out to your leads to keep them engaged and privy to your content. To save time, you may want to consider a tool like FeedOtter to automate and curate a weekly or monthly digest of the content your produce.

For content that is gated by a lead capture form, you may want to go above and beyond with your email strategy and purchase an eblast or a spot in a thought leadership newsletter. The money you might have to spend on this is well worth the new leads that you will generate.

Enlist Your Coworkers

Your coworkers can be an incredible untapped resource for sharing your brand’s content.

One research report found that content shared by a brand’s employees has 561% more engagement than content shared by a brand’s own channels. That number is too big to ignore.

Here are a few ways to encourage your coworkers to share your content:

  • Create a weekly email digest containing your brand’s latest content
  • Write some social messages that they can cut and paste
  • Utilize a communication platform like Slack
  • Gamify the process by offering incentives

Hit Social Hard

Share everything you produce on all of your own social channels and keep experimenting with relevant hashtags. Hashtagify can help you see how popular any particular hashtag is, and can help you be equipped to use hashtags that will actually be seen.

Paid social ads for your best pieces of content are a great idea as well, because you can work with anything from a tiny budget to a big budget while targeting ideal consumers.

When it comes to Twitter, schedule tweets out on a tool like HootSuite and share your post at least 5 times within the first week after publishing. Use different hashtags (2 per post) every time you compose a tweet.

Get on the Radar of Big Brands

If you can get your content on the radar of brands who have a lot of followers, they will often share your content with their own audience, which maximizes the visibility of your content without expensive paid promotions.

One way to do this is to link to their site, or a resource they produced, in the body of your content. Then, when you share your content on social, tag them in your posts so that they notice it.

You can even go as far as to email them and send them the link to your content and ask them to share it.

Along those lines, you can also reach out to big publications and ask if you can write a guest post for them. If you do it right, you can now house your incredible content on their site and benefit from their traffic. What a great way to maximize your visibility!

Utilize Influencers

There are a couple ways to utilize influencers to increase content visibility.

One way is to extract relevant quotes from their posts and use them in your content, and then cite these influencers in your post. They are usually as eager to promote any complementary content that includes their quotes.

Another way to work with influencers for your content is to email them specific questions that you might want them to weigh in on, and then link to their social accounts or blog when you insert their input.

Just like working with brands as we cited above, be sure to generously tag the influencers on social media and email them and ask them to share your content with their own followers.

Make it Sharable

There are a few ways to make your content easily shareable, which can increase your chances of readers sharing your content.

The most obvious way is to have social share buttons on your content. Make these social share buttons easily viewed on the sidebar and/or the bottom of your content. Also, make sure they’re optimized so that when your readers click on them, the posts are accurately representing your content.

Another way is to insert Click to Tweet phrases within the content so that your readers only have to click on the link and instantly share the tweet you’ve composed within your content. Take some time to decide which of your sentences sums up your content concisely and accurately.

Also, it never hurts to include your best content to your email blasts, and ask them to share your content on their own social media channels if they like it.

Tap into Content Sharing Communities

There are plenty of communities out there (that have already built a strong online presence) that you can submit your content to. These communities are a great way to connect with like-minded readers. Some ones to consider are LinkedIn Groups, Triberr and Growth Hackers. These communities also offer optimal networking opportunities with like-minded professionals.

Do you have any strategies that you use to promote your content? We’d love to hear from you in the comments below!

 

 

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B2B Content Marketing Strategies That Increase Lead Generation and Conversion

Content marketing is shown to be three times more successful than traditional marketing strategies and can even cost less than doing things the old fashioned way. Knowing this, content marketing can be extremely beneficial for your business when done correctly.

Let’s examine 5 ways you can leverage content marketing to generate more leads and convert those leads into clients.

Gate Your Best Content with a Lead Capture Form

When you create content that is more dynamic and comprehensive than an average blog post (such as an eBook or a white paper), make sure to gate it with a lead capture form. This will help grow your leads exponentially right away. Downloading your content immediately self-identifies these leads as having an affinity for your brand.

When you create a lead capture form, keep it short and sweet. You want to have a balance of getting all the information you need, while only having a few fields to fill in.  If you ask for too much information, the lead may give up in frustration. Key fields include:

  • First and last name
  • Email address
  • Company name
  • Role at company

Send Leads Content Not a Sales Pitch

It’s likely that you have an email marketing campaign all queued up. But, you might want to take a moment to examine your campaigns and make sure that you’re sending your leads thought leadership content as opposed to a sales pitch about your brand.

Of course, you want to present them with a sales pitch eventually, but you want to “warm them up” with resources they will actually find useful. This positions your brand as a trusted source of information and will make the lead more receptive to your sales pitch when it comes time. A good rule of thumb is to drip your leads with 5 emails before sending them an email about your brand and then asking them if they would like a demo or phone call to learn more.

Create a Dynamic Content Strategy

There are many forms of content to leverage that positions your brand as a thought leader. A balance between a stream of blog posts and more thorough pieces of content like eBooks is crucial. This means that multiple channels will be bringing new leads to the table. A sample editorial calendar to use as a springboard may look like:

  • 1 blog post per week
  • 1 eBook per month
  • 1 white paper per quarter
  • 1 infographic per quarter

This balance and steady stream of valuable content will help generate new leads and nurture current leads. You may want to consider a weekly round-up of your brand’s content, and the FeedOtter tool is a great way to streamline this process.

Learn Your Consumer’s Journey

Sit down with a hot cup of tea and draw out on a piece of paper the stages that consumers go through that lead them to your brand, while noting specific pain points they may encounter or different questions they may have. Seeing these stages on paper will help you create the right content that will appeal to those target consumers and help you line up your email drip campaigns.

Case studies are key pieces of content, but need to be strategically dripped. Knowing where your leads are in the buying process is crucial to understanding when and how you should distribute case studies. Theoretically, the lead should be dripped thought leadership resources like blogs and eBooks to establish brand trust. Once that trust has been established, case studies are key to converting that lead into a consumer.

Embrace User Generated Content

Consumers don’t want to hear from a brand itself. Rather, they are more likely to trust the recommendations of their peers. This is where user generated content (UGC) comes in. Content created by consumers and/or influencers is ideal content to promote and share with your current leads and potential leads. Here are some areas where you might want to use UGC:

  • Social media (paid and organic)
  • Weekly or monthly newsletter
  • Blog posts

To earn more UGC, you may want to offer incentives in the form of discounts from your brand or gift cards. Sometimes, clients need a reason to produce content about their experience with your brand, and it’s so worth it!

Additionally, it’s wise to seek out influencers who have an affinity for your brand and explore how you can work together to have them produce UGC in the form of a product review. This earned media adds an extra layer of authenticity surrounding your brand and can generate a lot of new interest. If this type of content is put in front of current leads, it may get them to the finish line and convince them to convert into a client.

Have you tried any content marketing strategies to generate or nurture leads that you want to share? We’d love to hear from you in the comments below!

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What New Research Tells Us About Content Marketing

In the fast-paced and dynamic world of digital marketing, it’s hard to keep up with all the trends and changes. And, to get more specific, the ways successful marketers are using various forms of content to optimize their message are advancing at a fast and furious rate. To get the full benefit of any analysis of content marketing, it’s got to be current. Like, yesterday current. So, here’s a roundup of the latest research regarding how effective content marketing can be for you today.

Crunching Numbers

Nothing gives you more data to digest than a good old-fashioned research report. The Content Marketing Institute, one of the industry leaders, just released their massive 2018 research report, and there’s a lot of numbers to crunch. Let’s look at a few of the most telling numbers and what they mean for the future of content marketing.

“96% of the most successful content marketers agree that their organizations have built credibility and trust with their audience.” This speaks the very essence of why content is effective. It’s not quick or easy, but by providing educational and informative content to relevant audiences on a consistent basis, you establish yourself as a thought leader. This equals trust and confidence which can’t be bought or installed, yet trust and confidence are what every marketer dreams of getting from their audience.

“Nearly all of the most successful B2B content marketers (90%) prioritizes their audience’s informational needs over their sales/promotional message, compared to 56% of the least successful.” Following on the trust message from the first set of data, this is an important fact to keep in mind. Consumers and buyers are canny, and blatant outbound messaging that serves only to tout one’s own product is typically sniffed out and rejected. Stick with the content that helps and informs the reader.

And there is a crucial bit of data here, also: 81% of all respondents say that a well-documented content marketing strategy both “aligns team around common mission/goals” and “makes it easier to determine what types of content to develop”. This clearly shows that deliberate support from the top down can unify both your team and your strategies, and conscious documentation and analysis will always pay dividends.

What the Experts Are Saying

Next, we’ll jump into an interview done by MarTech with Randy Frisch of Uberflip, one of the world’s utmost expert on all things content marketing, and hear some of his theories on the future of the industry. There are a lot of eye-opening ideas and progressive thinking here, and we’ll highlight a few of them here:

Frisch puts emphasis on the content experience, rather than the marketing aspect, and highlights three core components of this experience.

  1. The environment in which we serve our content
  2. The structure in which we organize it
  3. The way we compel people to engage through elements like personalization

Frisch elaborates on this by reminding us that creating content is really just storytelling, and telling the right story to the right people is crucial: “Make sure the stories you tell speak to the items that people talk about when you’re not around.”  In other words, make sure the content can stand alone as an engaging and informative piece, and not necessarily as part of your brand.

He goes on to talk about how great content is discovered, emphasizing the importance of SEO-rich content and how voice-activated assistants will only give you the very top choice on any given search engine (which is an interesting topic on its own). But, as Frisch notes, “But once you’ve captured someone, then what? That’s the big question. Most of us are obsessed with the first click. But to me, true content discovery happens once you’re found.” In short, he’s saying that you have one chance to grab the reader once they get to your content, so it better be instantly engaging.

Finally, Frisch explains that the greatest future challenge is to personalize content for the target audience without invading their privacy. He explains, “After a year of marketers scrambling to become GDPR-compliant, there’s going to be an ongoing threat to our ability to personalize unless we find ways to show that we can be trusted to turn that data into a relevant experience.” He’s absolutely correct; privacy and having one’s personal data sold and exploited is a hot-button issue these days, so finding a balance between ever-evolving technology that can pinpoint the target consumer while respecting their privacy is essential.

And The Award Goes To…

We’ll wrap this up by recognizing a perennial marketing powerhouse. Marketing Dive issues awards to the top marketing movers and shakers every year, and the “Disruptor of the Year” award went to Burger King. Their quirky multi-pronged approach to connecting with elusive and savvy digital consumers is truly impressive. Through innovative apps that steer you towards the nearest Burger King (activated when you’re in close proximity to a McDonald’s), to tackling current issues like net neutrality with humorous and informative commercials, and fun interactive events like serving Whoppers with holes in them for National Donut Day, their marketing scheme utilizes the “hactervize” model and keeps their brand in conversations that are infinitely shareable. By keeping a sharp eye on sites like Reddit and Imgur, they were able to produce instantly relevant content and boost their sales far higher than the experts predicted. Staying current and nimble shows other content marketers how striking while the iron is hot is yet another way to stay ahead of the game.

What We Can Conclude

These are just a few examples of all the tasty bits of content marketing news out there. As this post shows, you can get different insights from case studies, interviews, and research reports…they all offer their own valuable lessons, so always read as many forms of marketing advice that you can find. Setting up Google Alerts for specific topics you need to stay on top of is an ideal way to get started, and discovering curated marketing websites and checking in on them often is another great way to stay updated and in-the-know. No matter how you choose to stay informed, you don’t want to miss anything important. You can bet the competition won’t.

Have you seen any good research on content marketing lately? We’d love to hear from you in the comments below!

 

 

 

 

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7 Creative Ways to Promote B2B Content

Here’s an amazing fact: the most successful B2B marketers spend roughly 40% of their budget on content marketing. That’s a huge number, and it proves what a powerful strategy content marketing can be. Unfortunately, too many marketers simply create great content and then call the job done. Creating content is only part of the job; marketers also need stellar strategy to promote it.

Creating content around your brand is a great way to show thought leadership, generate leads, and usher leads through the sales funnel. Thing is, creating great and engaging content is only the first step. You have to find a way to share it with the world, and this post will help you do just that. Check out these 6 creative ways to promote your content, because you need to develop a stronger content marketing strategy for your brand.

Newsletters

Email is a great way to get your content in front of your target consumers, but, with so much spam being delivered every day, it’s getting harder to stand out in all the clutter. So, consider this: consumers opt-in all the time to newsletters that cover different niches that they’re interested in. Consult your buyer personas and take some time to think about which brands, topics and newsletters your target consumers would trust.

Once you’ve narrowed down the type of newsletters that your target consumer would be likely to opt-in to, find out how you can work with these publications. Usually, you can find a media or advertising contact in the footer of the website. Reach out to these contacts and specify how you want to work with them.

Since we’re specifying how to work with your target newsletters, we recommend leading with a strong piece of informative content, as opposed to a self-promotional ad about your brand. An eBook, white paper or other “downloadable” piece of content is best so that you can generate leads and capture email addresses.

Use Images

A report by BuzzSumo reported that content that features an image every 75-100 words gets double the shares than content without images. This shows that your content should be visually driven if your readers are going to consider it worthy of sharing on their own social media channels.

Sure, stock photos work. But, simple graphics like charts or quotes add a whole other layer to your blog and social media posts. We like Canva and Snappa because they’re really easy to use.

Make it “Sharable”

Images aren’t the only way to make content easily sharable. When people share content on their social channels, they look at it as sharing a post that they personally stand behind. Readers are usually going to look for something unique about your post, and they want to be the first ones to report it to their friends. Sharing a post is personal and people like to take credit for sharing good content. Does your brand’s content make readers feel like they are sharing something new?

We’re all very busy. Readers share content when it’s easy for them to do it quickly. Be sure to have social share buttons on the sidebar and end of your content—there are plenty of plugins for this. Additionally, when you’re loading up your new piece of content, make sure that social share buttons send out a catchy message with the link to your content. Readers often click the social share buttons and don’t personalize the social message.

Another way to make your content sharable is to use Click to Tweet. This allows you to pull out the perfect quote or line in your content that readers can click and share straight from the post. It’s easy for you to insert into your content and even easier for your readers to share your post. Check out how we used it here.

Give a Webinar

70% of internet users want to learn about products through content versus traditional advertisements. You can use this information when planning how to promote your content. Being a thought leader and giving webinars that align with the content you want to promote are both great ways to engage with your target consumers, while also promoting your latest eBook or white paper. Give consumers what they want and spend your budget on promoting content as opposed to self-promotional ads.

Capitalize on Social Media

It’s a given that you should share your content on social media, but with so many brands using multiple social media platforms, you need to get creative. Some ways to do that are:

  • Tap into relevant hashtags
  • Use images
  • Pull out quotes or statistics from your content
  • A/B test different messages

Make sure that you are focusing on the relevant platforms that will reach your desired target audiences. Twitter, Facebook, Instagram and LinkedIn all have particular features and certain demographic trends and users, so do your research before you invest in social media promotion.

Utilize Influencers

Connecting with thought leaders in your space not only creates more dynamic content, it also means that those influencers will likely share the content that you quote them in.

Plan a brainstorming session and think of at least 10 influencers in your space that your target consumer trusts. Reach out to these influencers and make it easy for them to weigh in by asking them for just a quote or by having a list of questions they can answer. Use these quotes and answers in a blog post or eBook.

Influencers by nature have a large and loyal following. If you use their words in their content, they’ll share on their own social and email channels. We like to pre-write social media posts for influencers so they can simply copy and paste on their social channels. We also ask them if they have any newsletters that they can contribute content for, and offer to write a paragraph that they can use in their email to promote the content.

Grow an Email List

Having an internal email list is crucial to generating leads and communicating your content with potential consumers.

One effective way to grow this list is by producing downloadable content where the reader has to enter their email address. You also should have a “subscribe” button on your website and blog.

We recommend that your brand taps into this list once a week and send out a weekly email that promotes your latest content. In your weekly email, you should position your brand as a thought leader and also link to the latest research reports and strategies from like minded brands. You want this email to entertain and inform your target consumers and not be overly self-promotional.

Do you have any tips when it comes to promoting B2B content? We would love to hear from you in the comments!

 

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How to Improve Productivity in Marketing: 15 Experts Share Their Trade Secrets

Welcome to the world of instant gratification.

Today’s on-demand economy has brands bending over backwards to deliver products, support, and services to consumers at lightning speeds. As consumers, this world is fun to play in — we get what we want, when we want it. As marketers, however, keeping up with consumers in real-time and adapting on the fly is nigh impossible. Or, at least it feels like it.

So, what’s a marketer to do? How can you keep up with your audience to deliver the right message at the right time to the right people?

To deliver on consumer needs and meet today’s increasingly high consumer expectations, you need to work smarter, not harder. And marketing automation tools, which offer huge productivity gains, can certainly help. Below, 15 marketing experts share their secrets for maximizing their marketing strategies and technology stack without working 24/7 so you can do the same.

Jill Rowley

Member Board of Directors | Affinio

Jill Rowley Headshot

As the former Chief Growth Officer for marketing automation powerhouse, Marketo, Jill has plenty of insight into how marketers can maximize the effectiveness of their campaigns and streamline operations. Today, she serves on the board of directors for marketing intelligence platform, Affinio, to help companies better understand today’s consumers.

What’s Jill’s productivity secret? Collaboration.

“We just need to work together. Nothing, no acronym or fad, will work in a silo.

“Instead of just randomly serving the world, you need to be very strategic about serving a certain set of accounts. ‘You’ means sales and marketing and even customer success. Yes, and also your executive team.”

Read more from Jill with her article: Drunk on Inbound, and the Hangover Is Severe

Follow Jill on LinkedIn and Twitter.

Jenn DiMaria

Senior Director of Client Services | Digital Pi

Jenn Dimaria HeadshotJenn DiMaria is an expert in all things marketing automation, the productivity tool of choice for many marketers. But even marketing automation takes a lot of work to set up. Jenn’s expertise helps marketers set their automation tools up for success, increasing productivity in the long-run.

What’s Jenn’s productivity secret? Always set an objective first.

“Figure out what you want to report on before setting up your programs. Planning ahead adds extra time to the front of your campaign process, but it’s well worth it when your CEO comes to you at the end of a quarter asking for a report on ‘how marketing is doing’ and you can actually present him/her with data.”

Read more from Jenn with her article: It’s Not You, It’s Me: 3 Self-Inflicted Problems That Get Blamed On Marketo (and How to Fix Them)

Follow Jenn on LinkedIn and Twitter.

Joe Reitz

Marketing Automation Trainer | Amazon Web Services

Joe Reitz headshotWorking for Amazon Web Services, one of the world’s leading cloud computing platforms, Joe has the task of training AWS’s staff on how to get the most out of their marketing automation tools. In his pastime, Joe has several video tutorials that provide expert advice for other marketing automation users.

What’s Joe’s productivity secret? Automated list management.

“In Marketing Automation, you need to be able to manage your deliverability rates for your marketing emails. Luckily, you can set up an operational program in Marketo that manages bounces, and will mark them as invalid/suspended records in your instance so you don’t keep sending emails to the twisting nether.”

Hear more of Joe’s advice with his video: Building a “Bounce House” Program

Follow Joe on LinkedIn and Twitter.

Caitlin Culbert

Marketo Practice Director | The Pedowitz Group

caitlin culbert headshotCaitlin Culbert is a Marketo expert, instructor, and consultant. In addition to practical marketing automation tips and tricks, Caitlin offers strategies that help get the greatest return from their marketing automation investment. After all, productivity isn’t just about getting more work done in less time. It’s also about producing greater results in less time.

What’s Caitlin’s productivity secret? Get the right integrations.

“Quality marketing automation takes work, and it’s well worth your effort in the end. It’s easy to assume marketing automation is ‘easy’ since you can auto-schedule your content for the future, but quality automation isn’t finished once you send it. You don’t have the ability to sit back and relax because marketing automation is only a small piece of a much larger strategy. How you use your MA software is dependent on the holistic integrations of your multi-channel customer experience.”

Read more from Caitlin with her article: 9 Myths About Marketing Automation

Follow Caitlin on LinkedIn and Twitter.

Jenna Molby

Marketing Operations | ACL

Jenna Molby HeadshotHere at FeedOtter, we’re big fans of Jenna Molby. And not just because she has nice things to say about us. Her website is a goldmine of marketing automation and productivity hacks with over 100 helpful blog posts. If that alone doesn’t qualify her as a marketing productivity expert, she’s also lived and breathed both B2B and B2C marketing for over a decade.

What’s Jenna’s productivity secret? Automate RSS emails.

“FeedOtter takes out the manual work of creating blog digests and RSS emails. Simply tell FeedOtter when to send your RSS email, schedule a daily, weekly, or monthly digest or send blog posts and content to subscribers as they are published in real-time. They even have a library of responsive, visually appealing templates to make your RSS email look great or you can choose to upload you own.”

Read more from Jenna with her article: 12 Tools That Every Pardot User Should Know About

Follow Jenna on LinkedIn and Twitter.

Josh Hill

Senior Manager of Marketing Automation | RingCentral

Josh Hill HeadshotJosh Hill of RingCentral is a marketing operations and technology leader. To date, he’s helped create and refine the martech stacks for some of the most renowned B2C and B2B brands. His expertise on marketing technology gives him unique insight into how technology can aid productivity — but only when done right.

What’s Josh’s productivity secret? Assess and optimize your martech stack.

“A successful martech stack allows you to automate marketing and sales business processes in a way that you can efficiently report on the funnel and make future decisions on budget allocation. To evaluate if your stack needs help, you need to ask the right questions, add/remove the right tools, and involve the right teams.”

Read more from Josh with his article: Martech Stack Assessment Tips

Follow Josh on LinkedIn and Twitter.

Meagan French

Founder | Lotus Growth

Meagan French HeadshotAs the Founder and Chief Analyst of her own consulting firm, Lotus Growth, Meagan is an expert in helping companies reach their target accounts through demand generation and account-based marketing campaigns. How does this help with productivity? Meagan’s advice can help you get more out of your demand gen efforts with less work.

What’s Meagan’s productivity secret? Prioritize tactics with attribution.

“Marketers that use marketing technology and attribution see a 2.8x ROI. Marketing attribution allows you to see what’s working and what’s not.”

Read more from Meagan with her presentation: Growth Marketing: Secrets for Fueling Bottom-Line Revenue

Follow Meagan on LinkedIn and Twitter.

Steve Susina

Director of Marketing | RevenueWell

Steve Susina HeadshotWith an engineer mind, Steve’s marketing is heavily influenced by data and analytics. Adopting a similar, systematic approach to your marketing operations can help you produce more within the same time constraints and tools. He’s also a marketing automation and demand generation expert.

What’s Steve’s productivity secret? Strategy sets you up for success.

“Before getting started with marketing automation, it is important to have a great content strategy already in place. Automation will help you deliver content faster and more efficiently to the right people. That’s awesome if you have great content. If your content sucks, marketing automation will also expose it to more people, more quickly.”

Read more from Steve with his eBook: 18 Content Marketing Innovator Tips

Follow Steve on LinkedIn and Twitter.

Jon Miller

CEO and Co-founder | Engagio

Jon Miller HeadshotEngagio is a must-have tool for any marketer hoping to execute an account-based marketing strategy. As the CEO and Co-founder of Engagio, Jon has can’t-miss advice on how to increase your ABM effectiveness through new technologies and strategies. He also helped create marketing automation giant, Marketo.

What’s Jon’s productivity secret? Maximize your return with a targeted account-based marketing strategy.

“Just like mapping out your road trip, your journey to a successful account-based strategy depends on your ability to map out your list of target accounts correctly. After all, the whole point of account-based marketing is to focus your efforts on high-value accounts that have the greatest revenue potential. Get this right, and you’ll maximize your return. Get it wrong, and you’ll either miss major opportunities, waste resources on the wrong account, or both.”

Read more from Jon with his article: How to Select Accounts for Account-Based Everything Success

Follow Jon on LinkedIn and Twitter.

Ian Cleary

CEO | RazorSocial

Ian Cleary HeadshotIan Cleary has been routinely listed as one of the top digital marketers by the likes of Onalytica, Inc., Entrepreneur.com, and others. He’s a master at helping his clients drive more traffic and sales through effective inbound and outbound marketing strategies.

What’s Ian’s productivity secret? Take advantage of Facebook custom audiences.

“Find a tool that supports automatic creation of Facebook custom audiences that you can target. Imagine if you could automatically create an audience of people who visited your checkout page but didn’t buy so you can target them with the right advertisements.”

Read more from Ian with his article: 101 Marketing Tools and Tips

Follow Ian on LinkedIn and Twitter.

Chad Pollitt

VP of Marketing | inPowered

Chad PollittChad Pollitt may be VP of Marketing at inPowered, but his impact goes far beyond any one company. In fact, he’s also an Adjunct Professor at not one, but two world-class universities. He’s also authored three marketing-related books and is a regular contributor to top industry media outlets like the Huffington Post, the Guardian, and Social Media Today.

What’s Chad’s productivity secret? Artificial intelligence.

“Marketers can breakthrough the glutton of noise online by using the latest AI technology to scale amplification across all of the appropriate native and social channels.”

Read more from Chad with his article: Why Content Amplification is Critical for Brands Today and Tomorrow

Follow Chad on LinkedIn and Twitter.

Ned James

Senior Product Marketing Manager | FIS

Ned James HeadshotNed James is a product marketing professional with over a decade of experience in devising strategies that maximize results with effective tactics. Speaking from experience, Ned can help you get the most out of your programs while working within the same scope.

What’s Ned’s productivity secret? Model your current customers.

“Generating quality leads isn’t easy. It’s hard. Yet, there are proven lead gen methodologies that work better than others and are worthy of your time. One of these is modeling your best customers. The premise behind this lead gen strategy is simple; your best leads will look like your best customers. Put another way, those most likely to buy your product in the future look like those who currently buy your product in the present. And the way to identify those leads is to model your current customers.”

Read more from Ned with his article: How To Model Your Best Customers For Lead Generation

Follow Ned on LinkedIn and Twitter.

Oli Gardner

Co-founder | Unbounce

Oli GardnerOli Gardner knows landing pages — the last-stop before converting for many customers. As the Co-founder of Unbounce, a landing page builder, Oli has the knowledge and expertise that can help you create conversion-optimized campaigns that drive more leads and more sales — boosting results without extra effort.

What’s Oli’s productivity secret? Use persuasive design.

“In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action with a combination of persuasive design and psychological triggers. Using the principles of Conversion-Centered Design (CCD), you can create create — and optimize for — delightful, high-converting marketing campaigns.”

Learn more with Oli’s interactive guide: The 7 Principles of Conversion-Centered Design

Follow Oli on LinkedIn and Twitter.

Stewart Rogers

Analyst-at-Large | VentureBeat

Stewart RogersAs the Analyst-at-Large for VentureBeat, Stewart Rogers spends much of his time researching, mastering, and writing about disruptive marketing technologies like AI, blockchain, and more. In addition to knowing which technologies can help make an impact on marketing productivity and results, Stewart is also expert in analytics, email marketing, lead generation, social media management, and more.

What’s Stewart’s productivity secret? Nurture your leads.

“Lead nurturing is a powerful tool that is relevant and necessary for every type of contact made via your lead generation efforts. If you send the right type of information to the right segments of contacts – regularly, consistently and with brand continuity – lead nurturing can be the difference between making your targets and falling well short of the mark.”

Read more from Stewart with his article: B2B Lead Nurturing Tactics and Best Practices

Follow Stewart on LinkedIn and Twitter.

Chad White

Research Director | Litmus.com

Chad White HeadshotEmail marketing is Chad White’s forte. He’s authored the book “Email Marketing Rules” and written more than 3,000 blog posts and articles covering the latest email marketing trends and best practices. As a result, Chad has become one of the leading email marketing experts who can help you generate greater ROI from all of your email marketing campaigns.

What’s Chad’s productivity secret? Don’t become a campaign workhorse.

“Email marketers send a lot of campaigns. It can seem like that’s the job of an email marketer: to send campaigns and maximize their value. However, looking at it this way can cause us to send campaigns that decrease response in the future and to avoid sending campaigns that increase response in the future.”

Read more from Chad with his article: Don’t Use The Wrong Metrics To Measure Success

Follow Chad on LinkedIn and Twitter.

Do More With Less

Productivity isn’t about producing more campaigns in less time. Productivity is about generating greater results using the same amount of time, effort, and resources. From leveraging the right tools to carefully thinking over your approach, the 15 productivity secrets about can help you maximize your marketing and keep up with your audience in today’s rapidly changing landscape.

And last, but not least, we have a tool that can completely automate your RSS emails from your marketing automation platform and help you create curated content newsletters and blog digests. To learn how this tool can help save you massive amounts of time, schedule your demo of FeedOtter today.

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5 Essential Content Marketing Tools for Marketo Users

Marketo users can wear a lot of different hats over the course of a day – from content marketer to web developer it can get a bit overwhelming. Trust me, I know. I’m right there with you! So to help you all out, I’ve put together the top five content marketing tools Marketo users should utilize to save time and sanity.

Uberflip

2018 Price: $1,200/month and up
Website: https://www.uberflip.com

Uberflip is a must for any company who has a lot of content, wants to keep adding content and needs a more efficient way for customers or leads to access the content most relevant to them.

Uberflip enables you and your team to quickly create and share a customized content hub based on specific interests of a customer of potential customer. This provides an amazing customer experience to help increase conversions.

You can include any type of content in these hubs, anything from whitepapers and ebooks to blogs and infographics, plus more. They also integrate seamlessly with Marketo so distribution of the customized content hubs is streamlined. Another huge benefit is they offer great tracking stats so you can clearly see how Uberflip effects your ROI.

Knak.

2018 Price: $250 and up.
Website: https://www.knak.io

We all know Marketo’s email and landing page templates are pretty lackluster and because of that there are tons of tools out there providing better templates to Marketo users. Knak. is one of the best out there. A big factor behind that claim is the fact that you can sync their templates directly to your Marketo Design Studio so there’s no wasted time messing with HTML code.

All Knak. templates are responsive and their users boast about the site’s ease of use and dramatic effects on conversions and user experience. If you’re not an HTML expert and tired of trying to mess with code, Knak. is for you! They have a huge bank of pre-built templates but also have an easy to use template builder that allows you to create a custom template with simple drag and drop functionality.

It will save you a ton of time and give you quick and easy access to customizable templates. Plus, Pierece and the entire team at Knak. are the nicest guys you’ll ever meet!

Unbounce

2018 Price: $79/month and up
Website: https://www.unbounce.com

Again, because Marketo’s landing pages are clunky and hard to use, Unbounce is another great option for building, publishing and testing landing pages. It’s vital for content marketers to have highly measureable pages for large content items such as ebooks and Unbounce gives you just that.

One of my favorite features on this tool is the ability to test everything from headlines to form field locations and more all with a few clicks of a button. I also like that while all of their landing page templates are already mobile friendly, they also give you the option to create an entirely different (from desktop) version for mobile. This allows you to truly customize your user’s experience based on what device they’re using. I think this is huge because we all know too well that not all desktop layouts translate perfectly to mobile and vise versa.

BEEFree

Free, Paid Plans Available
Website: https://beefree.io/

BEEFree is an amazingly user friendly email editor and an obvious replacement for the not-so-great Marketo email editor. While they don’t natively integrate with Marketo, you can still easily turn BEE emails into Marketo emails. This whole process will still be much faster than building them by hand through coding inside Marketo.

There are a number of tutorials on how to use the BEE editor to create a newsletter sent through Marketo and how to turn a BEE email into an editable Marketo email template.  Like all the others on my list, BEEFree email templates are always responsive and their editor gives you the ability to customize a pre-built template to match your brand standards or to build a completely unique template without the need to mess with coding.

FeedOtter

2018 Price: $79/month and up
Website: https://www.feedotter.com/

FeedOtter is extremely useful for any company that offers a blog subscription or wants to promote B2B content via email digests and newsletters.  They can automate the process of pulling blog text, headlines, and images from your site and putting it into an email. A new feature offers the ability to “curate” content into a newsletter and include a personal message. They integrate directly with Marketo and allow for easy distribution of your content to your readers.

A big bonus with FeedOtter is the ability to easily A/B test. This ensures you’re always optimizing and improving the experience for your blog subscribers. Whether you want to automate content emailing or curate and personalize a newsletter FeedOtter will save you hours.

Aside from all of these tools saving Marketo users a ton of time each day, one of the biggest commonalities that drove who made the list is the level of support and customer service they provide. All of these companies understand their product can only benefit customers if they fully understand how to use it. So each one offers unparalleled support and will go above and beyond to help their customers succeed.

On top of that, they all also understand the value of customer feedback in order to continue to improve their products. Therefore, each of these companies is constantly learning for their users and rolling out new features to better serve them. This is abundantly clear in their product reviews. If you’re interested in reading more about what their customers have to say, follow the links below.

I hope you’ll find at least one service on this list that can help make you and your team more efficient. Happy marketing!

You can check out user reviews for these products at their respective g2crowd, capterra sites here:

Uberflip reviews.

FeedOtter reviews.

Knak. reviews.

Unbounce reviews.

BEE reviews.