July 30, 2014

How to Brand Your Curated Content, and the Top 9 Marketing Technology Articles Curated Thursday, 7/31/14

We’ve reasoned that it is perfectly acceptable and validated to move ahead and brand your curated content. So how do you go about actually applying your branding guidelines to your collective?

 

It comes down to a make-or-buy decision, where you are trading off functionality for branding freedom…or so you would think.

 

Obviously, the DIY route provides you with significant branding control, whether it’s your web site, your blog, or whatever other digital property you use to promote your entity. That’s straightforward. However, you are stuck with a significant amount of manual labor when curating content vs. the use of a Content Curation Platform (CCP). A CCP provides you with a multitude of built-in tools to identify and curate content, promote your efforts via outbound tactics, e.g., email, newsletters, social, etc., measure your results, and cross-pollinate with other curators.

 

On the other hand, all that functionality with your run-of-the-mill CCP often comes with branding limitations, where you’re stuck with few options that allow you to quasi-adhere to your branding guidelines. It’s as if the two worlds cannot be met: your digital properties with its common look ‘n feel and your CCP with its functionality.

 

Your objective is to have the best of both worlds.

 

And it’s for that reason why I continually recommend Scoop.it to our clients as it provides a strong CCP as well as extensive integration capabilities with your existing digital properties so that your curated content is presented within your branding guidelines. For example, your curated content residing within Scoop.it can be embedded directly into your web site, your WP-based web site or blog, as well as other content management systems via its API. That is significant, as you can now utilize the API to bring your Scoop.it content directly into your marketing automation platform, e.g., Eloqua, Pardot, Marketo, HubSpot, etc.

 

So using Scoop.it permits you to funnel your curated content directly into your branded digital properties. Should you not choose to go down this route, you can always use Scoop.it’s existing features to create your Scoop.it account so that it matches your branding guidelines.

 

So you shouldn’t be in a position where you may be angst-ridden over branding curated content: it’s fully justifiable and acceptable. And you shouldn’t be limited by your CCP when attempting to visually brand your content, as Scoop.it delivers that branding flexibility to you. Go ahead and brand away.

 

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

– > Salesforce launches ‘Journey Builder’ to visualize & manage all your customers, everywhere – VentureBeat http://sco.lt/93TLcX

– > 7 Skills To Look For When Hiring A Content Marketing Strategist | B2B Marketing Insider http://sco.lt/6PQ1aL

– > 9 Content Marketing Tools You Should be Using but Aren’t – Inbound Marketing Blog http://sco.lt/5G9sn3

– > Which B2B ecommerce sites are getting it right? Here’s 15 of the best… – Econsultancy http://sco.lt/78KDlx

– > Infographic: How to make sure your emails get opened – The Hub http://sco.lt/8Tv5Zx

– > Nurturing the Sales Funnel Using Social Media | Visual.ly http://sco.lt/9FtIYr

– > What is Inbound Marketing? A Comprehensive, Downloadable Training Presentation – HubSpot http://sco.lt/8n5HuL

– > What Makes a Good Headline [Infographic] – B2B Infographic http://sco.lt/7S7k5x

– > Are Marketing and IT Execs United or Divided? [Infographic] – Profs http://sco.lt/4nUOeX

 

See ALL Top Curated Marketing Technology Articles here.

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July 30, 2014

Salesforce launches ‘Journey Builder’ to visualize & manage all your customers, everywhere – VentureBeat

Digest…

Salesforce ExactTarget Marketing Cloud (try saying that three times fast) has launched a new visual “Journey Builder” that promises to enable marketers to understand, define, and create coherent, unified customer experiences across Web, social, email, apps, advertising, sales, and service.

 

That’s a big promise. And it’s available today.

 

Salesforce plans to deliver on this promise by providing essentially a drag-and-drop graphical user interface for customer interactions, across all your media and channels. Salesforce calls it a “canvas,” which marketers can use to map customer journeys across apps and social and email, building flows and stages through which they hope to bring prospects and existing customers.

 

Journey Builder is available today, but the new features won’t be available until about November/October of this year.

 

Pricing will start at $5,000/month for a subscription, with the dollars rising as you send more messages to customers via the system.

 

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Source: venturebeat.com

Absolutely needed! I don’t know how often I find myself flowcharting OUTSIDE the MAP to create what is needed. But $5K/month puts it only into the hands of the Enterprise, which is a damn shame for the SMB marketplace where it is needed the most.

July 30, 2014

7 Skills To Look For When Hiring A Content Marketing Strategist | B2B Marketing Insider

Digest…

– >  Digital Strategy: Experience and ideally management of the resources responsible for the publication of a brand’s content through social channels. More than just a community manager, you need someone who understands the channels your audience is using, knows the nuances and context for each, and knows how to maximize your company resources to drive impact across digital channels.

 

– >  Project management: Editors are project managers with a deep understanding of what your brand should be saying and how it should be saying it.

 

– >  Analytics: Content marketing requires a deep knowledge of common analytic tools (Google Analytics, Omniture, etc.) and optimization approaches (A/B testing, multivariate tools).

 

– >  Business Acumen: You need your content marketing leader to have the ability to translate what you are doing, why you are doing it and to be able to present the business value of content marketing to business people.

 

– >  Content Strategy: Your content marketing strategist has to understand how to make magic with limited resources!

 

– >  Inbound marketing mindset: Maybe I should have made this number 1. But inbound marketing and content marketing are a mindset. You need someone with demonstrated proficiency in earning audience attention through classic inbound techniques (search, social). This includes a solid understanding of SEO and the way to create content that attracts attention.

 

– >  Social Proof: I required every one on my team to contribute to our content marketing efforts. You don’t need to be a great writer or have a huge social following. But I was looking for people interested in learning how to create consistent content and grow their personal brands through content and social. So look to see if they understand how to use content on social personally themselves (Twitter following, publishes regularly on a blog, active on Facebook or Instagram, etc). Or, if they are not active, gain an understanding of what brands or people they want to emulate if they were active.

 

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Source: www.b2bmarketinginsider.com

Fodder as you create your job description.

July 30, 2014

9 Content Marketing Tools You Should be Using but Aren’t – Inbound Marketing Blog

Digest…

Feedly Sites like Feedly aggregate blog content in an RSS feed so that you can stay up-to-date on the topics that matter to you (and to your customers) to know which hot topics you should be posting about.

 

The Tweeted Times This Twitter app compiles news in your Twitter stream and ranks it by popularity among your friends.

 

List.ly This online tool helps organizations curate, crowdsource, and engage readers through a live list embedded directly into blog posts.

 

Canva Websites like Canva allow you to produce your own graphics using a supply of templates and images sourced for free. With a step-by-step tutorial and an intuitive platform, just about anyone on your team can create visual images that convey the desired message to your audience.

 

SlideShare

 

ThingLink The fun site enables you to upload and image and add icons from ThingLink’s library to create your own custom interactive image, video or message.

 

HootSuite

 

MailChimp

 

Click to Tweet Using services like Click to Tweet make it easy to provide bite-sized bits of content from your larger posts that readers can immediately post on their own Twitter account with just one click. Because you can customize the tweet, you can include a link back to your site or your Twitter handle to gain additional followers and shares.

 

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Source: www.inboundmarketingagents.com

My guess is that you’re using at least half of these…I hope.

July 30, 2014

Which B2B ecommerce sites are getting it right? Here’s 15 of the best… – Econsultancy

Digest…

Some are listed because they offer a great all round experience, others because they do a particular thing very well (navigation, copywriting, and so on). 

Blake envelopes

MSC Direct

gallery stock

Sprint

Alibaba

Grainger

Massey Ferguson

Screwfix

Quill

RS Components

Firerock

Amazon supply

Square

Fastenel

Overdrive

 

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Source: econsultancy.com

Look: this is just Econsultancy’s opinion, but it’s a good start should you need to do some prototyping.

July 30, 2014

Infographic: How to make sure your emails get opened – The Hub

 

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Source: www.thehubcomms.com

July 30, 2014

Nurturing the Sales Funnel Using Social Media | Visual.ly

 

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Source: visual.ly

July 30, 2014

What is Inbound Marketing? A Comprehensive, Downloadable Training Presentation – HubSpot

 

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Source: www.slideshare.net

A great primer for newbies and experts alike. Bookmark this for future reference.

July 30, 2014

What Makes a Good Headline [Infographic] – B2B Infographic

 

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Source: infographicb2b.com

Via QuickSprout. Worth repeating this infographic, as no other factor is as important as the headline (think of David Oglivy’s quote).

July 30, 2014

Are Marketing and IT Execs United or Divided? [Infographic] – Profs

General Management – Chief marketing officers (CMOs) and chief information officers (CIOs) say they are working more collaboratively than in the past, according to a recent report from Accenture.

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Source: www.marketingprofs.com

Did they really have a choice?

July 29, 2014

Providing All the Answers, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/30/14

Positioned as a service, curated content is absolutely brand-able. And that’s one reason why it is acceptable to brand other published works.

 

But there’s another reason: it’s recognition that others have insight into solving problems beyond the single source myopic company blog.

 

Look: we all realize that we don’t have all the answers, and that others (analysts, vendors, customers, competitors, journalists, etc.) are sources of information and guidance beyond your efforts at thought leadership. When you curate, you’re recognizing these other sources as beacons of knowledge so that your client or prospect sees the world from an unbiased source.

 

(BTW: you’re also removing dredge so that your recipients are receiving a clean stream of content. That’s not valuable?)

 

So if you’ve created an unbiased service of delivering knowledge around a specific topic to your constituents, you should be proud to provide a branding shell around it.

 

Look at it another way: there’s no reason to see branding of curated content as anything less than completely ethical. If done correctly, then it’s a benefit to your readers as well as a benefit to the contributors (through links back to the original source as well as authorship recognition).  And it allows you to be seen as a purveyor of topic-specific knowledge (not self-proclaimed, but attested and validated by your readers). It’s a triple win.

 

So with branding as an acceptable action for curated content, how do you go about actually applying your branding guidelines to your curated content? More on this tomorrow.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

– > How RelateIQ Generates Leads with Sponsored Tweets – Radius http://sco.lt/9BhyNN

– > Why B2B companies shouldn’t skip Video Marketing-Infographic | Position² http://sco.lt/4rT2SP

– > LinkedIn Redesigns User Profiles To Foster Relationship Building – Fast Company http://sco.lt/8lWTcv

– > The Sales Funnel Is An Unholy Grail – Forbes http://sco.lt/7N1Djl

– > Why Loyalty? The Importance of Loyalty Programs for B2B Organizations – Market Bridge http://sco.lt/7TTawj

– > Why B2B Sales Leads Don’t Convert (and Who Is to Blame) – Profs http://sco.lt/90Tzaj

– > Ecommerce Research Chart: Overall conversion rates http://sco.lt/6oEX9l

– > Here are 3 ways for agencies to discover the latest marketing startups – The Hub http://sco.lt/5bIhrl

– > Infographic: The essential checklist for getting your content read – The Hub http://sco.lt/7OV44X

– > CMOs Face a Major Dilemma [Infographic] – Eloqua http://sco.lt/5hOo77

 

See ALL Top Curated Marketing Technology Articles here.

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July 29, 2014

How RelateIQ Generates Leads with Sponsored Tweets – Radius

Digest…

Organic maintenance of RelateIQ’s Twitter account ensures brand awareness and positive brand perception, but to influence revenue in a measurable way, RelateIQ enlists paid Twitter advertising.

 

Through Twitter’s advertising platform, RelateIQ runs sponsored tweets that invite prospects to sign up for trials. The platform allows brands to promote tweets to an audience of relevant titles.

 

After a few months experimenting with Twitter’s paid platform, RelateIQ has determined the right post frequency, content, and target audience to drive leads through Twitter:

– >  Promote a high volume of tweets. With the way Twitter’s algorithm works, the audience to which your tweets are served contracts without new material to serve.  So, having many promoted tweets maximizes your chance of continuing to reach your audience.

– >  Never promote the same tweet twice. Twitter’s algorithm rewards customers who mix up the copy on promoted tweets.

– >  Attach campaign-specific UTM codes (or tweet-specific, if you have the time and resources) to all your promoted tweets so you can track which messages generate the most traffic.

– >  Add conversion tracking codes to the thank you pages you serve prospects after they fill out forms that originated on Twitter.

– >  Monitor your results using Twitter’s interface and your own analytics and continuously refine your copy, content and audience.

 

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Source: radius.com

Not that hard, and very effective. And the ability to test is apparent. Just surprised they didn’t deploy Lead Gen Cards.

July 29, 2014

Why B2B companies shouldn’t skip Video Marketing-Infographic | Position²

 

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Source: blogs.position2.com

July 29, 2014

LinkedIn Redesigns User Profiles To Foster Relationship Building – Fast Company

Excerpt…

The revamped profile–available on iOS, Android, and the mobile web Tuesday–focuses on streamlining the at-a-glance view of people’s profiles, while giving users the option to delve more deeply. The company decided to roll out the feature on mobile first because 43% of its users access the network from smartphones and tablets, and it expects that figure to hit 50% later this year.

 

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Source: www.fastcompany.com

FWIW.

July 29, 2014

The Sales Funnel Is An Unholy Grail – Forbes

Digest…

It’s time we treat our our customers and prospects as the financial assets/instruments they really represent. Each has a probable outcome and risks that need to be accounted and managed for in the context of our target for a return on investment. And the right way to manage financial assets is through portfolio management frameworks.

 

Sales, finance, and marketing leaders are more ready than ever before to accept that a simplistic funnel doesn’t work. They need more comprehensive representation of their potential and existing revenue assets. Imagine a world where you get early warning signals about the risks in your pipeline (portfolio) so you reallocate and re-balance your resources (capital) to focus on the right deals (investments) to improve your chances of hitting your goals (your desired rate of return).

 

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Source: www.forbes.com

Funnels are our futile attempts to be proactive, i.e., be prepared to do X if at Stage A. I think this article points out the value of reactive, i.e., react to the moment using the tools at your disposal (right content at the right time). If true, then you have to have the tools ready to go at a moment’s notice.

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