How to Make your Digital Community your Competitive Advantage | Inbox Marketer - detail. Thanks to the evolution of digital everything, change comes faster. Marketers must be adaptable and react quickly to changes in their industry (think disruptors), their channels (think mobile), and from their competition. It helps to have a strong Sustainable Competitive Advantage (or “SCA”). SCAs occur when a business offers something based on an area of strength/capability that is rare, significant and ensures that is not easily replicable. This is a simplified definition, of course. SCAs can vary greatly. One of the most logical places for B2C and B2B companies to add to their SCA is with their community relationships and by initiating a content marketing strategy. Content Creation and Marketing When the choice is between hard or soft sell, most consumers would say they both prefer and respond better to a soft sell approach.
With any content marketing strategy ensure that you follow these simple best practices: Have a goal. Loyalty Programs Email Marketing The Power of Automation. Marketing de contenu: créer du contenu rapidement et efficacement. Julien Raby, spécialiste en optimisation pour les moteurs de recherche de Touché! PHD. Dany Pedneault, directeur, SEM/SEO, de Touché! PHD. Traduction libre de «content marketing», le marketing de contenu est certainement l'un des courants de l'heure; dans le second d'une série de textes, Dany Pedneault, directeur, SEM/SEO, et Julien Raby, spécialiste en optimisation pour les moteurs de recherche de Touché!
PHD, se penchent sur cet enjeu stratégique. «Lorsqu'on élabore une stratégie de contenu, les questions qui reviennent le plus souvent sont 1) Comment générer beaucoup d'idées de contenu? Afin de répondre à ces questions, nous analyserons notre travail avec un de nos clients, Skyspa. Bien définir sa cibleLa première étape pour établir une stratégie de création de contenu est de bien définir ses cibles. Par exemple, le Skyspa sonde annuellement sa clientèle afin de déterminer son âge, sexe, revenu, état civil, etc. Stratégie de contenu. Règle 2: Bâtir un calendrier éditorial. Il y a deux semaines, nous avons identifié les cinq règles d’or à respecter pour obtenir une stratégie de contenu dynamique et efficace. Au cours des prochains billets, j’approfondis chacune de ces règles d’or au moyen d’exemples concrets.
Cette semaine: Bâtir un calendrier éditorial. Du contenu de qualité, c’est très souvent du contenu planifié. Or, encore aujourd’hui, trop peu d’entreprises prennent le temps de prévoir les textes, photos et vidéos qui seront diffusés au courant de l’année. Dans ce contexte, la construction d’un calendrier éditorial s’avère un outil indispensable. 1. La première étape dans la construction d’un calendrier éditorial, c’est l’identification des thèmes et sujets qui devront être abordés au cours d’une période donnée.
. - Les quatre saisons et les jours fériés: St-Valentin, Pâques, Halloweeen, etc. - Les jalons importants de l’année: la relâche scolaire, les vacances estivales, la rentrée de septembre - Les sujets spécifiques à votre entreprise. 2. 3. 4. Stratégie web à Montréal. Pour être véritablement efficaces dans l’univers numérique, nous croyons qu’il faut arrêter de travailler en silo, mais plutôt avoir une approche globale et intégrée. Votre présence sur le web n’est pas un projet, mais un processus continu d’amélioration et d’adaptation aux besoins changeants de votre clientèle cible.
PLANIFIER votre stratégie web La planification numérique doit fournir une ligne directrice pour l’ensemble des actions marketing et intégrer toutes les activités hors ligne et en ligne dans un plan global et intégré. Ce plan fournit un cadre qui donne une séquence logique à suivre pour assurer l’inclusion de toutes les activités clés et de sa mise en œuvre. REJOINDRE votre public cible Pour connaitre du succès sur le web, vous devez d’abord comprendre votre public cible, le segmenter et le cibler dans sa navigation web. ENGAGER votre auditoire CONVERTIR vos prospects L’étape la plus cruciale consiste en la conversion des internautes en prospects et finalement en clients.
Why Marketers Need to Rise Above the Deluge of Crappy Content. When we at Velocity Partners published our latest SlideShare rant, “Crap: The content marketing deluge,” we got a big, big response. The rant is all about how the rush to content marketing in every industry will make it harder and harder for your content to rise above the noise -- and how the only defense is to build a Great Content Brand. If you didn't see the slideshow, take a quick look. It's light on copy, you should be able to breeze through it quite quickly.
All caught up? Great. The content trickle is not yet a flood. A lot of people responded by saying that the "content deluge" isn’t on its way; it’s already here. In many ways, of course, it’s true -- using content for marketing is well underway in many markets. 1) More markets are discovering the power of content. We marketers are hyper-sensitive to the content in our own space, but there are many markets out there that are still dipping their toes in the content waters (and we all know what the toe bone is connected to). Publications IAB Tackles Engagement Issue 12/21. Critical as it has become to many online marketing strategies, “engagement” remains an inadequately defined and misunderstood concept. With that in mind, the Interactive Advertising Bureau, along with Radar Research, recently set out to clear up the matter of engagement.
What did they find? For starters, that the much-used term actually describes three distinct phenomena, including “ad engagement,” “content engagement,” and “audience engagement.” To assess ad engagement, marketers need to review whether ad creative is compelling, and whether consumers interacted with ads in some way. Judging content engagement involves determining which content is most captivating on a site, while measuring audience engagement means identifying which viewers are paying the most attention, and are contributing to the conversation. Those preliminary findings, however, are just the tip of the engagement iceberg, according to Sherrill Mane, SVP of Research, Analytics and Management at the IAB.
10 Content Marketing Tips You Can Employ Now. Are you looking for content marketing ideas? Need some actionable tips you can put to use today? We asked 10 content marketing experts for their best content marketing tips. Here they are: #1: Leverage the Power of Interviews Without a doubt, one of my hottest content marketing tips is to do interviews… especially video interviews. David Siteman Garland Here is why you should add interviews to your content repertoire (big word!) If you can ask questions and like talking to people, you can interview someone. David being seen interviewing Tim Ferriss.You get free consulting/coaching (*wink wink*). Good luck and go get ‘em! David Siteman Garland, author of Smarter, Faster, Cheaper and creator of the web show and resource The Rise To The Top. #2: Embrace Content Curation Ileane Smith I’m seeing some real excitement starting to build around content curation platforms right now, and by far my favorite content curation tool is Scoop.it.
Ileane Smith, founder of Basic Blog Tips. #3: Use Calls to Action 1. Trends for 2013: Content, Context Vie for Supremacy. One way marketers can contend with nonlinear media consumption and a reformulated path to purchase is through content creation. Consumers not only respond to content, but also seek it out. In effect, content is the grease that turns the wheels of media. Most content marketing aims to drive pre- and post-sales activity, according to a November 2012 Content Marketing Institute (CMI) and MarketingProfs report. However, in the same study of B2C content marketers in North America, 55% of respondents cited direct sales as a key metric of content marketing success, second only to increased web traffic. If content remains king, in an increasingly mobile-centric world, context—where consumers are, what they are doing and thinking, and how receptive they are to engaging with marketers—shares the throne.
A union of the two can help drive commerce. And the notion of content is expansive, comprising owned, earned and even paid media.