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03 THINGS TO DO TODAY

03 things to do today

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The joy of mixologySign up for an online course on making cocktails from the best mixologists in the industry. Participants will learn how to make 20 cocktails and they will be provided with study material to fi nish the certifi ed course with practical as well as theoretical knowledge. Pay Rs 5,000 to take part in the workshop. Sign up on www.insider.in.
All about content marketing
Learn everything you need to know about content marketing in this online workshop. Topics such as how to execute content marketing for an online business, essential goals for content marketing and free tools to produce content faster will be covered. Pay Rs 499 to participate in the workshop. Sign up on www.insider.in.

Write for a cause
Volunteer to be a scribe for students with visual impairment and assist them in writing their exams. GiftAbled is inviting people from across the country with fl uency in any language to be part of a database that connects blind students with voluntary writers. Contact inclusion@giftabled.org for more details. Sign up on www.insider.in.

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Council Post: The Future Of Multi-Local Marketing Is A Blast From The Past

council post: the future of multi-local marketing is a blast from the past

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From what I’ve seen, not too many people have mastered the intricacies of marketing for an organization with multiple locations. Sure, tried-and-tested strategies like local paid search and reputation management have — and will likely continue to be — mainstays for marketing for any type of business. Particularly for multi-local organizations, paid search ads have proven to target hyperlocal audiences with impressive precision.
But few people have truly mastered the art of multi-local SEO — the ability to have organic and map listings rank high on search engine results pages.
Could the answer be public relations?
How Digital PR Represents The New SEO
It seems like every single year Google implements some type of algorithm change that completely redefines what SEO is. But when you look beyond these individual updates, I believe what you’ll see is an overall shift toward the need to attract high-quality brand mentions across digital spaces. In other words, if you want each of your individual locations to rank high in both organic search and on map listings, you need other websites to talk about your company.

How do you create this type of buzz that others want to become a part of? Look no …

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New Report Reveals Key Challenges to Effective Content Strategies in Large Organizations

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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The Content Marketing Institute recently published the results of its 2020 Content Management and Strategy survey, which incorporates the responses of some 250 content marketing managers from organizations of more than 50 staff. 
As CMI points out in its notes, the survey was fielded in January/February 2020 “in a pre-COVID world”. Yet, despite the significant impacts that COVID-19 has had on how we operate, the results do provide some valuable insights into where content marketing is placed within organizations, and underlines some of the most common challenges to strategic content management.
Here are some of the key findings:

First off, while the results show that 78% of organizations are taking a more strategic approach to managing content, there are still various reasons as to why organizations are not implementing effective content approaches.

The responses suggest that while organizations may well be performing strategic activities, there are still internal cultural barriers to implementing more effective content programs. That means that many content marketers are facing significant battles in implementing initiatives. 
So, that being the case, what are content marketers doing?
The majority, based on these stats, are conducting content audits and inventories. 

That’s a positive – but still, more than half (54%) should be researching their …

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Survey: Healthcare marketers cut spend, shift marketing priorities due to COVID-19 – News – MM&M – Medical Marketing and Media

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Shifting priorities and budget cuts have been the hallmarks of the coronavirus pandemic for healthcare marketers.

A survey from reputation management platform Binary Fountain found the biggest areas where healthcare marketers are cutting spend were media spending and paid advertising (down 38.5%), contractors (down 36.8%) and team members (down 36.2%).

The pandemic has also driven a shift in the type of marketing initiatives healthcare marketing teams prioritized. Before the pandemic, content marketing, email marketing and paid advertising topped the list. But after COVID-19, these priorities shifted.

Crisis communications surged, according to the survey, with 48% saying it was the top initiative post-COVID-19 compared to 32% before. Content and email marketing remained in the top three priorities, but fell significantly. 

Content marketing was a top priority for 32% of respondents after COVID, compared to 48% before, and email marketing also fell to 32% post-pandemic, compared to 40% before. The two biggest drops due to the coronavirus were in paid advertising and branding.

Going forward, healthcare marketers are focusing on new areas and projects. Half of healthcare marketers surveyed said their teams were planning telehealth initiatives post-coronavirus. With relaxed telemedicine regulations and a large number of patients using telehealth during the pandemic, these marketers expect interest to continue once the emergency …

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Empathetic content marketing falls flat without authenticity [Video]

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“Generally, the trend has been to be supportive and empathetic to the customer, to really dig into, ‘Okay, how is this current environment changing life for our customer and where can we be of assistance?’” said Lee Odden, CEO of TopRank Marketing during our content marketing in the time of COVID session of Live with Search Engine Land.

In the early days of the coronavirus outbreak, many brands responded by pushing out generic content and emails expressing empathy for their customers. The deluge of similar messaging created a COVID content din that customers have grown weary of.

“I think there’s a lot of sentiment going around and people are getting kind of skeptical or cynical about brands just saying things that sound nice, but they’re not actually doing anything,” said Amanda Milligan, marketing director at Fractl.

“Deal volume is down, but perhaps surprisingly, activity with customers is up, website traffic up, engagement with marketing emails is up,” said Meghan Keaney Anderson, VP of marketing at HubSpot, adding, “People have gone into their homes, but they haven’t disappeared. And actually, they’re searching — they’re seeking information.”

The health crisis has pushed customers into new territory, …

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Five Ways to Keep Marketing Even If Your Marketing Budget Is Quarantined

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The true nature of the economic fallout of the current coronavirus crisis is still far from certain, and many marketers have been asked by their leadership to freeze all nonessential spending. If you’re one of those marketers, your budget may now be sheltering in place alongside you.
Here’s the good news
You’re not alone.
The global ad spend forecast is down from $712 billion to $691.7 billion because of the coronavirus pandemic’s effect on media and commerce, according to EMarketer. Facebook and Google alone are facing a possible $44 billion decline in ad revenue in 2020.
Clearly, you’re not the only marketer who is rethinking how and where to spend marketing dollars much more carefully now.
Here’s the not-so-good news
Companies that increase their marketing budgets during a recession, or even a depression, increase sales much faster—both during and after the downturn—than companies that cut back,

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How to Optimize Bottom of the Funnel Content

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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Most content marketing teams are comfortable publishing top of the funnel (TOFU) content for their audience, but still struggle to create engaging bottom of the funnel content (BOFU) that leads to conversions. The Content Marketing Institute, however, found that 85% of B2B marketers believe that lead generation is the most important goal of content marketing.
That means optimizing BOFU content should be a top priority for many brands. With this in mind, we’ve asked content marketing leaders why BOFU content is important, the best methods for optimizing it, and how to measure the success of this content.
Why Is BOFU Content Important?
“Having a nice balance of content is important, and having strong top and bottom of the funnel content is essential,” stated Casey Crane, SEO Content Manager at St. Petersburg, FL-based The SSL Store. But the right balance of content across the sales funnel and customer journey varies for every brand. TOFU content is crucial for getting leads in the door and middle of the funnel (MOFU) content is necessary to guide them along the sales funnel towards BOFU content. “But BOFU is where it’s at,” Crane explained, “it’s about taking all of those sales qualified leads ( …

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How to Do Competitive Content Marketing Research for Healthcare Technology Companies | KoMarketing

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The healthcare technology space is fast-growing and über competitive. From medical technology and medical equipment technology to information technology, the applications are radically changing how consumers think about their health and how practitioners approach care delivery. Given the trend in healthcare toward a consumer-driven market, successful health systems have the right technology in their arsenal and are using it to their advantage. 
When medical technology companies go to market with their product and messaging, they need to be smart in their approach. The reality is, competition is fierce – and you’re not even competing with only fellow technology providers. There are industry giants like HIMSS, Journal of the American Medical Association, and Medscape that are likely covering topics like EHR adoption and the benefits of smartwatches. 

The good news is, the healthcare digital space is still in the early stages. According to a recent HIMSS and Content Marketing Institute (CMI) survey, “While about one-third of HIT programs have what is considered a mature or sophisticated content marketing program, 36% of programs are just in the early stages and do not yet have a content marketing strategy, process and measurement plan.” With a clear content plan from creation to distribution, you’ll …

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Excellent results for content marketing campaigns during lockdown

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The extended lockdown and subsequent economic downturn have placed tremendous pressure on companies to optimise their marketing spend and ensure they get the best possible ROI.
The need for top-performing advertising campaigns has seen many South African businesses move to online advertising because of its higher ROI.
The biggest growth area during the lockdown was content marketing, which includes sponsored articles, social media posts, and newsletters.
MyBroadband Marketing Director Cara Muller said they have seen a spike in companies taking content marketing campaigns in the past two months.
She said many companies are using these campaigns to target specific market segments through custom articles and social media posts.
“These campaigns have been very effective at getting their messages to the right audience and creating awareness around their products and services,” Muller said.
Codehesion’s successful content marketing campaign
One company which used content marketing very effectively is Codehesion, which is well known for creating world-class smartphone apps for South African companies.
Codehesion CEO Hector Beyers said in a recent article he faced a challenge after starting the company: How could he let the market know that Codehesion was the best company in South Africa for mobile app development?
Beyers opted …

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SEOHost.Net COO: Interactivity in Content Marketing is a Must for Relevancy

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SEOHost.net, a leading domain registration, SSL service, and SEO hosting provider, announced today that interactive content will soon become a cornerstone of content marketing.ORLANDO, Fla., May 20, 2020 /PRNewswire-PRWeb/ — SEOHost.net, a leading domain registration, SSL service, and SEO hosting provider, announced today that interactive content will soon become a cornerstone of content marketing.

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