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Content: The Foundation of Lead Generation
April 19, 2021 - Lead Generation
Tech marketers too often think of lead generation activities in terms of lead guarantees, duration, clicks, impressions, etc. Organizations fail to realize that the content for lead generation directly affects the quality of their leads. Therefore, employing a focus on technically-rich content, as we do…
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How to Measure Share of Voice for Practitioner Content Marketing
April 19, 2021 - Practitioner Marketing
Share of voice (SOV), when calculated correctly, measures the impact of your brand’s content marketing compared to that of your competitors’, over time. All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a…
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Easy Numbers Lie – Be Realistic About Your Marketing KPIs
April 19, 2021 - Business Psychology
When used as Key Performance Indicators (KPIs) in marketing, easy numbers lie and have little correlation to campaign success. The trick to avoiding the allure of easy numbers is to always pair the outcome with its impact on conversions, the next step, or to revenue….
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Implement Persona-Driven Marketing
April 5, 2021 - Content Marketing
Content marketing should be architected around personas, not your brand. Some content marketing can be cut and dried. You can create content about yourself for self-promotion. Or, you can create content for SEO, serving clicks simply to increase traffic, irrespective of the value of your…
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Preventing Multiple Persona Disorder
April 5, 2021 - Content Marketing
When written for everyone, your copy has multiple persona disorder and therefore resonates with no one. For your copy to succeed, however, it should have the content your leads and customers want. To avoid multiple persona disorder, you must craft content for a specific type…
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