Marketing: Why not focus on 70% of B2B Buying Processes, which are completed before Sales get involved?

A series of interesting facts and figures, which should make every marketer rethink their content offerings. A little bit black and white and banging on Marketers (while not covering the other side of the house, the Sales force, which very often only sees Marketing as the T-Shirt and Coffee Cup department). The truth is in … Marketing: Why not focus on 70% of B2B Buying Processes, which are completed before Sales get involved? weiterlesen

2015: You should be Blogging

Totally agree! If you use your website to market your company, you should be blogging. If you’re not blogging, make it a point in 2015 to at least give it a try. You might be surprised at the number of quality leads it brings to your site. Additionally, blogging is great for increasing your brand … 2015: You should be Blogging weiterlesen

How valuable is your Homepage? How valuable is your Web Site?

I am a bit struggling with this posting: Google is your new homepage. Every page you have is a homepage for someone. We must think beyond the traditional homepage. “The value of the homepage is decreasing,” a leaked New York Times report stated in May 2014. ... “As more and more traffic comes from search and … How valuable is your Homepage? How valuable is your Web Site? weiterlesen

Weltweit führende Belanglosigkeit: Corporate Blog als Zweitverwertungs-Müllkippe

Sehr valide Analyse von Gunnar Sohn und der zitierten Michaela Brand zur Problematik (und oft dem Elend) von Corporate Blogs!

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Schönwetter-Posen bringen keinen relevanten Content Schönwetter-Posen bringen keinen relevanten Content

Michaela Brandl hat noch einmal zusammen getragen, warum Corporate Blogs nicht funktionieren: Es mangelt an relevantem Content, es fehlt eine offene Kommunikationskultur, Autoren bekommen keine Entscheidungskompetenz, Ziele sind unklar definiert, der Aufwand wird unterschätzt und Blogs leiden unter einem Silo-Dasein fernab des wirtschaftlichen Geschehens in Organisationen.

Unternehmensblogs werden zu Zweitverwertungs-Deponien von weltweit führenden und gut aufgestellten PR-Marketing-Bullshit-Dämlichkeiten degradiert.

Dafür könne aber das Format “Corporate Blog” nichts, meint Brandl, wenn Firmen-Kommunikatoren mit weichgespülten und aufgehübschten Powerpoint-Nichtigkeiten aufwarten. Woher soll aber der relevante Content kommen, wenn die gleichen PR-Nasen bei Pressemitteilungen und öffentlichen Auftritten mit semantischen Leerformeln und Plastikdeutsch glänzen? Wenn das Top-Management von der Relevanz der Außenkommunikation via Blogs nicht bis in die Zehenspitzen überzeugt ist, misslingt die Operation „Corporate Blogs“. Aus dem gleichen Grund landen 99 Prozent aller Pressemitteilungen im Müllschlucker.

„Ich denke, den meisten Kommunikationsverantwortlichen ist inzwischen klar, dass in ein Blog keine…

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Marketers: 85 % of the Business Executives prefer Text when making Business Decisions

Content Marketing (in conjunction with Digital Marketing) are hot at this very moment. And of course Marketing Departments are discussing, how much and which content to create. Obviously in the age of YouTube and Instagram in particular the younger marketers are pushing videos and graphics as content type. As an old-fashioned former journalist I still … Marketers: 85 % of the Business Executives prefer Text when making Business Decisions weiterlesen

Content Marketing: It’s about engaging with the 94 percent of Traffic that comes from Free and Earned

Focus on quality content, engage with influencers, start conversations, earn mentions ... About a year ago, we analyzed 310 million website visits. Our research showed that a mere six percent of those visits came from paid media. Organic search, in contrast, accounted for 47 percent of all visits. But our biggest takeaway was that 94 … Content Marketing: It’s about engaging with the 94 percent of Traffic that comes from Free and Earned weiterlesen

More than just a Vague Concept – Getting Content Marketing right

Content marketing is currently on everyone’s lips – that is to say, on marketers’ lips. Customers are apparently just waiting to be won over with great new content. Critics are quick to decry content marketing as a vague concept that is little more than hot air. I don’t quite share that opinion, but I do … More than just a Vague Concept – Getting Content Marketing right weiterlesen

Forget Inbound – Unbound your Marketing

Gleanster Research just published their evaluation of Marketing Automation offerings and Ian Michiels their CEO makes the following statement on Inbound Marketing: Forget inbound – unbound your marketing. ... It’s also more expensive. Inbound is beneficial, but it will never replace traditional marketing tactics. ... Bottom line, you need to invest in a mix of … Forget Inbound – Unbound your Marketing weiterlesen

Does Content Marketing Replace the Seller?

What a question. I hear my colleagues from Sales screaming. My 2 cents: In Complex B2B sales with a complex customer journey we will need the seller for sure. But even there - and I am in marketing B2B Software solutions - the Cloud paradigm is going to change the sales process. The decision process … Does Content Marketing Replace the Seller? weiterlesen

Old Marketing Playbooks are dead – We need YOU, Social, Content and PR Guys

I am a strong believer in quality content and try to push that as much as I can. My recent German language blog entry on Content Marketing will be live in English language as soon as possible. Stay tuned. Here are some impressive numbers on the failure of old Marketing and the alignment we need … Old Marketing Playbooks are dead – We need YOU, Social, Content and PR Guys weiterlesen