Archive for category: Content Marketing

A Year of Living Thoughtfully

31 Jan
January 31, 2014

CMO’s work.  Hard.  And long.  To be effective, we become immersed in the combination of our business dynamics, the fast-changing marketing landscape, and the science of data analytics and behavioral studies.  The work is consuming.  It is rare for us to take a break – even a short vacation.  And so it was with a great deal of anticipation, enthusiasm (and a little fear) that I embarked on a year of doing somethings completely different, following my last CMO position.  (Hence the dearth of my posts over the past year)

That’s not to say I was lounging around the pool (although there was a bit of that).  Rather, I took this rare opportunity to explore some fascinating and recent developments in the science of marketing.  I expanded my perspective on other cultures by traveling.  I revved up my game by completing my Masters of Science in International Marketing with a ton of digital marketing research, experimentation, and practicum.  I reconnected with family, friends, and colleagues in a way that most people seldom have the time or opportunity.  I consulted with companies outside of my normal milieu.

And I emerge from that year the better marketer.  Better prepared for the changes endemic to the way consumers, business decision makers, influencers, and buyers all experience and control their dialog with a brand.

I discovered that, in some ways, the old is the new.  For example, there has always been content (messaging and creative) in marketing.  “Content Marketing” is a new way to wrap science, discipline, and analytics around that content, and then deliver it in “close to real-time” ways through multiple channels of communication.

In other ways, the new really is the new.  People now control more than 60% of their communications channels through technologies including social media, DVR’s, and other time-shifting tools.  Its been estimated that potential customers have completed more than 50% of their research in the buying process before they even get to your web site.

Of course, one area that continues to receive a lot of attention is metrics and measurement.  That’s because most digital marketing tools come with metrics capabilities and online conversion optimization support.  Yet, surprisingly, only 26% of companies recently surveyed have an actual structured approach to conversion optimization.  So, our capabilities to use the tools, the organizational support for them, and our own internal processes have not yet caught up with the fundamental capabilities of those tools.

To me, these trends spell opportunity.  Opportunity to restructure, reorganize, and reengineer the processes that drive implementation of our digital marketing programs in new and exciting ways.  To do so, focus first on understanding the alignment between your marketing efforts and the corporate goals.  Then, and only, then, refine or implement processes that support that alignment.  Finally, build an org structure that allows your organization to take advantage of the tools you use in more and better ways.

Let’s “Talk Content”

08 Jan
January 8, 2014

I believe in content.  As the former CMO for Enterprise Content Management software, I have been steeped in content for years.  Enterprise content, marketing content, content strategies and tactics, and making our use of content smarter.  Since content is ultimately what is compelling for readers, let’s spend a moment thinking about how to make content better.

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Step One – Content Strategy for Inbound Marketing

16 Mar
March 16, 2012

As promised at the end of January in my last post, I am going to work through the strategic implications of the three key elements of an inbound marketing transition and plan.  Those are of course a) your content strategy, b) Search Engine Optimization, and c) your social media strategy.

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Back Again – on Inbound Marketing

05 Mar
March 5, 2012

My sincere apologies to all my faithful readers and followers.  Much has transpired and conspired against me getting back to regular blog posting since August of last year.  I won’t bore you with the litany, but the most egregious was my hosting provider failing to transfer my blog to the new platform, and then taking 3 months to correct it.   Think about the impact of your web site disappearing for 3 months!

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Inbound is the new Outbound

28 Jan
January 28, 2012

This year marks a landmark shift in marketing practices and strategies for both B2B and B2C companies.  It is the year wherein more than 50% of responses, leads, and interest will be generated by inbound tactics.

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Content is Cool Again

18 Nov
November 18, 2011

Not my words, but those of AIIM president and thought leader, John Mancini, spoken during his keynote presentation at the recently concluded Content World 2011. John provided a captivating tale of what’s happening in the world of content management, and went on to describe why Content is Cool.  His thoughts on macro trends which are fueling this re-invigoration of Content as a driver for corporate information management included Social, Mobile, and SharePoint, all creating revolutionary expectations for enterprise computing.

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