B2B purchase decisions are typically high value and expensive decisions. These decisions develop over a longer period of time than B2C and require relevant and timely content. The average B2B buying cycle is 6-12 months (Powerpost). So, what happens during this buying cycle and how can you guide it along? The answer – relevant, timely, targeted and personalized content. In a study by FocusVision, they discovered the average B2B buyer consumes 13 pieces of content before making a decision, typically eight vendor-created and five third-party created. Vendor-created content […]
Want to make your content marketing tasks a bit easier in 2019? Start the year off fresh with a content inventory. Wait, What’s a Content Inventory? Let’s start with definitions. In its basic form, a content inventory is a list of content items created for your brand—this could be anything from blog posts to website pages, whitepapers, infographics, case studies, testimonials, or other types of content you’re creating for your audience—and a recording of where that asset has been published. The idea behind a content inventory is that […]
LinkedIn has completely overhauled their LinkedIn Group’s experience, and I have to say that I am loving it. Back in February, LinkedIn completely scrapped their standalone Groups app, in an effort to reintegrate it back into the core user experience of the platform. Last month LinkedIn introduced their new and improved Groups experience and here is what you can expect to see, according to LinkedIn group director of product Mitali Pattnaik: Enhanced group participation Group activity notifications Access anytime, anywhere Check out all of the exciting details that […]
Email personalization continues to be a top email design trend. And with more marketers putting an emphasis on data quality, there are many opportunities for maximizing the impact of personalized messaging. Beyond incorporating first name variables into the subject line or body to boost engagement, brands can use personalization to serve the subscriber. If the data is accurate, timely, and serves a purpose, it’s likely to benefit the subscriber in ways that are advantageous for the brand. Here are a few examples from my inbox of ways brands used personalization […]
If you’re reading this blog I’m sure that by now you’ve done some research and have heard the phrase, “Content is King.” Well, for most it’s a fact. For those to whom the phrase rings true, content marketing is a major component of ongoing digital marketing strategies. Establishing well-defined content marketing goals is the critical first step in developing a successful content strategy to drive business growth. But what makes it worthy of such a title? Creating unique, high-quality content that is engaging and useful adds value to your products […]
Once upon a time, community banks and credit unions cornered the market on personalized communications and a neighbor-to-neighbor experience for their customers. But now, with the help of marketing automation platforms, big banks are poised to take back the customer experience. If community banks and credit unions hope to challenge those big banks, they’ll need a strong content strategy and an engine to deliver useful content to their customers. A great place to start is by building a user generated content guide for community banks or for your credit union. […]
When creating content, one of the biggest challenges we have is marketers is the balance between writing for Search Engine Optimization (SEO) and writing for our customers. At least, that is the internal challenge we think exists. In reality, the challenge is not nearly as big as we think. Let’s look at how to create a content marketing SEO strategy. In its most recently product SEO Starter Guide, Google has made it clear that “optimized content” is one of the most important ranking factors to consider. But what exactly […]
What Gets Measured Gets Managed – A FREE Content Calendar For SEO and Social Media Peter Drucker was a legendary business thinker. If you’ve never read any of his books on business and management, you should (at the very least) memorize his most famous words. What gets measured, gets managed. It’s not rocket science, it’s pure common sense. At past companies, I felt like Marketing Departments worked in silos, which doesn’t help year-end goals. You have the Search Team over here working on X, Social Media is working on […]
If you’re wondering whether you’re working from a content strategy or simply doing content marketing, there are four important questions you can ask yourself to find out. First, it’s important to understand that “doing” content marketing is not the same as “implementing” content strategy. Just to be clear, both activities are important, but content marketing without a strategy as foundation is really just the tactical implementation without the larger vehicle required to make sure those dollars and initiatives are being allocated most effectively. In order to evaluate whether what […]
Welcome to the age of the influencer, where consumers trust online reviews as much as a personal recommendation. For marketers, that means what those reviews say—and what we do with them—has as much to do with our marketing strategy as it does with our customer service record. According to the most recent BrightLocal Consumer Review Survey, 74% of consumers say that positive reviews help them trust a business more, and nearly 54% of people will visit that company’s website after reading those positive reviews (how’s that for inbound?). Consumers […]
How many times have you hit a “submit” or “join” button in your lifetime? I’ll tell you – too many. Call-to-action buttons are just another touchpoint that a company can customize to set them apart from their competitors. In this post, I’m going to talk about 5 ways to make your CTA button a little less cookie cutter and a lot more unique. 1) Be Transparent – Literally The design of your CTA should not be overlooked. One of my favorite design tactics is implementing “ghost buttons.” They are a […]
Meet InspiroBot, the internet’s first artificial intelligence bot solely dedicated to generating unlimited inspirational quotes. The results are an intriguing mix of terrifying, hilarious, and sometimes just a little too close to accurate. But here’s the thing: if you print out your InspiroBot creations and hang them around your office (like we did), no one is going to mistake InspiroBot’s quotes with actual inspirational quotes. The sentences are a little off. The inspiration is a little frightening. Something about them just isn’t…human. InspiroBot is nonetheless a harbinger of […]
I hate to say this, but your carefully crafted marketing message isn’t enough. I know you spent hours working on it, and even more hours thinking about how you want your target audience to perceive your company. I know you’ve asked your customers what they like best about you and built your key messages around those elements. I know the messages look and sound exactly how you want them to. You’ve even created the perfect tagline—one that everyone, including your CEO, likes. But if you really want to […]
Regularly publishing quality content can be difficult for any business, even those with a wealth of marketing resources. It’s so easy to put content creation on the backburner. Creating content is time-consuming, and seeing the returns in traffic, social shares, and keyword rankings can take even longer to develop. It’s no wonder it’s so easy to forget about or delay creating content when immediate gratification is so rare. Nonetheless, consistently creating great content is an effective way for every business to increase audience reach, connect with customers, and reach critical […]
We’ve all stumbled across content that is a little too transparent with its goal. We’ve read a blog post that feels like an exhausting sales pitch, or a page that is so loaded with SEO-targeted keywords it’s almost unreadable. Maybe you’ve even unknowingly created something like it for your business. When you have encountered content marketing like this, it’s probably turned you away with a sour taste in your mouth. Why? Because you didn’t get the content you wanted or expected. The problem is the content lacked empathy. The creator […]
Content marketing is a vast and ever-changing industry, so I thought I’d take some time to look into my crystal ball and see what the next year might bring. Naturally, I can’t actually see the future, but I like to stay as up to the minute as possible. Here are the content trends I think will dominate content marketing 2017.
It’s easy to think that your favorite search engine knows everything. It’s our go-to source for new information, after all. You “Google” everything you don’t know, and Google always has an answer.
But there is one critical thing that search engines don’t know, and it can completely change the way content marketers think about content creation.
Search engines still don’t know what you are going to search for.
It’s never too early to start forecasting what’s going to be ‘the next big thing’ in the digital marketing and tech landscape in 2017. emfluence has compiled trends and expectations from across our agency team members to bring you an array of predictions for what to look for, and more importantly plan for in 2017. The boldest prediction of all? 60% of the time our predictions are right, every time.
Let’s talk about social media marketing for a bit. I know, there are plenty of articles about the use of social media for businesses, so you’re probably sick of this topic, but if you’re interested in one more thought on the subject I guarantee you won’t be disappointed. For many businesses, particularly those without the budget to hire a digital agency or marketing professional to manage their accounts, social media can seem like a major time commitment. You know that to do social media right, you can’t just broadcast a […]
Is it obvious that Instagram Stories is a Snapchat rip off? Absolutely. Does it matter? Not in the least. If you already have Instagram, you now have the feature power of Snapchat behind it. Without the trouble of building and managing a completely separate channel and audience.
Gen-Z members are breaking the molds of Millennials that came before them. Marketers need to be on notice with this up and coming generation now that they are entering the workforce. They have purchase power, knowledge and you are going to have to work to get them as customers. Gen-Z have expressed distinct differences in their behaviors and preferences, but they are also continuing down certain paths that have been laid out by Millennials.
We recently partnered with client Boulevard Brewing Co. on a paid media campaign around their annual beer and music festival, BOULEVARDIA – including Facebook’s Canvas Ad Units. Based on the results we saw, we are full Canvas converts – and it’s not the Boulevard beer talking.
These days, content is everywhere. The internet is practically overflowing with content. There are think pieces and think pieces analyzing think pieces. There are recap and prediction videos for your favorite TV shows (Who hasn’t seen the latest Game of Thrones fan theory?) There’s even content discussing the value of content itself, the category under which this blog post would fall.
If you are a digital marketer, then odds are that you touch content production in one way or another. That also means that you're well aware of the myriad of tools out there that can help streamline development and help you produce like a pro. This post highlights a few of my favorite "content things" that I use on a daily basis to improve and streamline the production process. Let's get one thing out of the way: these are not content hacks. These are tools, plug-ins and browser extensions. "Hacking" […]
You can blog and publish content regularly. However, if your site content isn’t converting your website/blog readers into actual contacts – then what’s the point or value behind it? Every marketer inevitably hits a content wall and bandwidth restrictions to keep churning out blog posts, social posts, infographics, videos, podcasts…you name it. The key is to keep the content and conversion wheels in motion, even while you’re not at the actual wheel creating it.
Joe’s Kansas City Bar-B-Que, a long time fixture in National Barbeque Capital Kansas City, has come a long way from it’s humble roots in a neighborhood corner gas station. Joe’s has turned into a famous spot for BBQ aficionados, celebrities and fans alike. With their growth, Joe’s Kansas City recognized that their brand was underserving one large area of their growing fandom: the internet. In early 2016, Joe’s Kansas City Bar-B-Que tapped Kansas City-based digital agency, emfluence, to bring Send Joes KC BBQ to life online.
Here at emfluence we are all about hard work and producing award-winning campaigns for our clients. The relationships we build with our wonderful clients make us proud to be able to be part of such a great Kansas City community. When we aren’t working however, we love to get involved with our communities and live life to the fullest. To show a little bit more of our personal sides we are starting a series called Emstagrams so you can get to know the people behind the brand.