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3 Inescapable Facts About Human Nature Content Creators Must Deal With

It’s no great revelation to say that people rarely behave the way you want them to. People do weird and unexpected things. They have their own unknowable agendas. They make decisions that don’t make sense.

This is one of the reasons content marketing is so difficult, in as much as it involves corralling the confusing and unpredictable members of the human race and guiding them, somehow, with content, through the stages of a carefully structured buying process.

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Jan 29, 2015 8:30:00 AM
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3 Essential Guidelines for Writing Valuable B2B Click Bait

Ah yes, the dreaded buzzword “click bait.” For those of you who don’t know what click bait is, click baithere is how I define it:

Click bait is content that is created for the sake of getting a click, usually using controversial or attention-grabbing titles that are so compelling one just cannot resist.

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Jan 26, 2015 8:30:00 AM
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3 percent is a good conversion rate for a new B2B website.

Every day I talk to entrepreneurs who are launching new B2B websites, hoping to build a pipeline of new business through content and inbound marketing. These business owners often rely on “conversion rate” as a measurement of their sites’ marketing performance.

A site’s conversion rate is the number of people that filled out a form on that site divided by the total number of website visitors, expressed as a percentage (leads/visits). This is an important metric for gauging your buyer’s interest in your website content.

But if your B2B website is brand new, how can you know what kind of conversion rate it will have? Knowing what to expect when you have no previous conversion rate data on your site is important for setting expectations with the rest of your team.

I recently helped Patrick Truhlar, Managing Member at Steady Returns LLC, with this very problem. He wanted to know what to expect in terms of conversion rate for his new site, which is launching in March. After a couple weeks of digging into his current site’s history of performance, I set some expectations for starting up content marketing with fewer than 200 visits per month coming to his website, which is his current site’s trend.

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Jan 21, 2015 8:30:00 AM
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Lessons Learned from Social Media Marketing Mistakes



Due to its ability to increase brand awareness and effectively engage with consumer, social media marketing has become a vital part of business today. On the flip side however, it can also clear a path for trouble. Big brand names have had slip-ups with social campaigns leading to a lot of unwanted attention and headaches for PR teams.

At the end of each disaster tweet, however, is a lesson to be learned. Take advantage of big brands’ past screw-ups and learn how to avoid these mistakes for your own business.

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Jan 8, 2015 7:30:00 AM
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Using Linkedin to rocket fuel your content marketing campaigns

40% of Linkedin's 332M registered business professionals participate in conversations within Linkedin groups. These potential buyers go to Linkedin groups and ask for help with specific business problems because they know that they can get actionable advice from experts and peers before talking to a salesperson who may or may not be honest and forthcoming. This means there is an opportunity for B2B companies to create real relationships with buyers by consistently answering questions and helping their target buyers when they go to Linkedin groups in a time of need. The recorded webinar and highlights below will show you the process and technology we use to become top contributors on targeted Linkedin groups and inject some serious rocket fuel into our content marketing campaigns, sparking relationships and boosting lead generation for the sales team.

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Jan 1, 2015 10:15:00 AM
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3 of the Best Social Media Marketing Campaigns from 2014

Social media has made it easier for companies to put their product and message in front of large audiences – but how easy is it to stand out in that crowded environment and capture users’ attention for more than a few seconds?

This year, three campaigns managed to utilize social media platforms through a variety of methodologies with astounding results.

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Dec 29, 2014 7:00:00 AM
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Is Your Company Leading the Content Space Race?

 

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Dec 22, 2014 8:00:00 AM
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5 Types of People You Need On Your Inbound Marketing Fantasy Team I

I don’t know about you, but I personally love fantasy football. It makes the NFL more exciting, it keeps me in touch with a lot of my college friends that left Boston, and it’s incredibly fun to build a team. For those of you that also like fantasy football, there is a good chance that you are playing in your fantasy football championships this weekend.

As I look towards my match against my brother this weekend, I couldn’t help but think about the perfect composition of a fantasy football team to insure you win your championship. Of course, since I’m an inbound marketer, and I eat, sleep, and breathe inbound marketing, I couldn’t resist wondering what the perfect composition of an inbound marketing team is.

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Dec 19, 2014 12:04:00 PM
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3 Reasons Why You Should Repurpose Blog Posts Into Webinars; Learning From Your Blog Data

You’ve written some blog articles and some have succeeded in increasing traffic, but most haven’t. What’s your next step? It’s easy to say, “Well, I will just replicate whatever brought me the most traffic.”  But sheer number of visits is not necessarily the best way to measure blog success. You want to measure it by the quality of visits.

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Dec 16, 2014 8:30:00 AM
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It's Not Social Media Marketing, It's DiGiorno


On average, around 6,000 tweets are sent on Twitter every second. That is 350,000 per minute and 500 million per day. And these tweets are coming from 248 million different users; young or old, American or European, professional use or a personal diary, everyone is tweeting these days.

So how does a business, large or small, make themselves stand out in such a crowded space? There has long since been skepticism over the effectiveness of B2B social media marketing, and I’m here to tell you that if you do it correctly social media can be a powerful way of engaging with potential customers. 

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Dec 11, 2014 8:00:00 AM
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