Small Business News

Author: blog.kissmetrics.com

The evolution of content marketing as a discipline has made content creation a core marketing function. At the top of the sales funnel, effective presentations and web site content generate leads and build awareness. Farther along in the buyer’s journey, finely tailored content such as case studies and white papers can help specific buyer personas build consensus for adoption of a vendor’s solution – shortening sales cycles and increasing the likelihood of a successful close.

That’s the ideal. The reality is that a lack of marketing and sales alignment often creates barriers to successful content marketing.

 

Read More at blog.kissmetrics.com

Author: adweek.com

Contently has purchased Docalytics for an undisclosed sum to ramp up its data offerings for publishing-minded, business-to-business clients. In the increasingly competitive content marketing space, Contently hopes to offer customers better actionable results.

“Data is key to B2B marketers, and this allows us to provide them with data that no one else can,” said Joe Coleman, CEO of New York-based Contently.

Docalytics, a startup based in St. Paul, Minn., essentially lets marketers see past downloaded content as it pertains to case studies, white papers, PDFs, e-books and even sales decks.

 

Read More at adweek.com

Author: Joe Pulizzi

After listening to This Old Marketing Episode 116, Professor Marc Resnick from Bentley University responded with the following commentary:

“Which would energize me (or anyone) more as a creative business professional?

Creating content that has the primary purpose of driving the sales pipeline and a secondary purpose of improving the life of my user.

Creating content that has the primary purpose of improving the life of my user and a secondary purpose of driving the sales pipeline.

Clearly #2.

I find this to be a great value proposition for why organizations should use your content marketing approach.

 

Read More at contentmarketinginstitute.com

Author: Sam Richter

Content marketing has, to some degree, taken over search engine optimization as a way for companies to drive traffic to their websites. Write educational articles that provide real value – and that subtly mention the company’s products and services – and others will forward the information to their friends, all with hope that the holy grail of online marketing occurs and that the article goes viral.

Because posting content online is so easy, consumers also write and post articles about products and companies.

 

Read More at samrichter.com

Author: Eric Montoya

socialmediatoday.com – Brands are intent on growing their presence on social media. By posting regularly and engaging with customers online, they increase customer loyalty and humanize their brand. For most, social serve…

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Read More at paper.li