Has Your Belief in Content Marketing Turned You into the Company Rebel?

Posted by Owen Matson, Ph.D. on Mar 7, 2017 7:35:57 PM

For B2B Marketers, Changing Established Marketing Habits Can Feel Like Leading a Mini-Revolution

Marketers work long and hard to build lasting relationships with their B2B clients, keeping their eye on long-term gains.

But c-suite can be a hard task-master, demanding proven ROI and short-term rewards from their marketing budget.

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Topics: Content, Marketing Data, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy

Is Your Blog Too Bouncy? When and How to Reduce Your Site's Bounce Rates

Posted by Owen Matson, Ph.D. on Mar 7, 2017 4:30:06 PM

TIPS FOR DECREASING YOUR BOUNCE RATE

Bounce rates refer to the percentage of website visitors who click the back button or leave your site without visiting any pages other than the one they first came to.  Simply put, bounce rates indicate that a vistor visited your site but only stayed on one page.  "Bouncers" are thus one-page visitors.  Depending on the goals and purpose of a particular page or site, a bounce is not necessarilt bad thing.  Still, lower bounce rates mean visitors are visiting and exploring many pages of your site.  In short, lower bounce rates often point to higher and more meaningful engagement. If your bounce rates are high (60% or above), you should probably make some revisions.  Here's a list of tips:

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Topics: Content, Marketing Data, B2B Marketing, B2B Content, Content Strategy

Sometimes, Your Audience Just Wants to Party and Bounce: The Meaning of Bounce Rates

Posted by Owen Matson, Ph.D. on Mar 7, 2017 2:34:23 PM

What's So Wild about those Crazy Bounce Rates? 

According to Google analytics guru Avinash Kaushik they are.  Why because bounce rates suggest your visitors simply “came, puked, and then left."  

The bounce rate refers to the percentage of website visitors who click the back button or leave your site without visiting any pages other than the one they first came to.

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Topics: Content, Marketing Data, B2B Marketing, B2B Content, Content Strategy

Measure with Data; Plan with Wisdom

Posted by Owen Matson, Ph.D. on Mar 7, 2017 12:21:11 AM

Meaure with Data, but Plan with Wisdom

Offering advice on how to manage data reminds me of the old analogy between symptom and causes.  It goes something like this: Medication used to treat the symptoms of a disease (for instance, pain medication) has a nasty tendency to create a whole new set of problematic symptoms, and these symptoms in turn get treated with a whole new set of medications that once again lead to a whole new subset of side-effects, and so on. In other words, focusing on symptoms instead of deep issues only leads to a vicious cycle of bigger problems.

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Topics: Marketing Data, Thought Leadership, B2B Marketing, B2B Content, Content Strategy

7 Metrics Essential for Measuring Brand Awareness

Posted by Owen Matson, Ph.D. on Mar 6, 2017 5:31:36 PM

 

Metrics: More than Clicks

Analytics is more than just a convenient way to track how many clicks you get – it’s about making your marketing make sense, connecting to your consumer, and creating a two-way street between you and your buyer, and you and your sales team. It does a lot! Getting comfortable with the idea of analytics, and more importantly, learning to rely on the insights you draw from your data will give you the clearest picture of the effectiveness of your marketing efforts and overall content strategy.

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Topics: Marketing Data, Brand, B2B Marketing, B2B Content, Content Strategy

You Have Tons of Marketing Data.  Now What?

Posted by Owen Matson, Ph.D. on Mar 6, 2017 1:56:17 PM

What to Do with All that Marketing Data! 

Without a plan for how to use data, the rest of your content strategy can quickly turn into a wandering expenditure of time, resources and lost sales... 
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Topics: Creative, Marketing Data, B2B Marketing, Sales Cycle, B2B Content

Meet Audiences Where They’re At: How to Use  Data to Improve Your Content Strategy

Posted by Owen Matson, Ph.D. on Mar 5, 2017 2:08:12 PM

How to use your marketing data: 

An essential step in developing effective content marketing is simply a realization that it’s not just about dumping content onto a few channels.  Marketers must change their content marketing processes to reflect an awareness of contextual factors.  As you gather data about your content, improving your strategy involves drawing on information about previous engagement with your organization.

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Topics: Content, Marketing Data, B2B Content, Customer Journey, Content Strategy

Why B2B Marketers Need to Include Predictive Analytics in Their Content Strategy

Posted by Owen Matson, Ph.D. on Dec 19, 2016 11:20:23 AM

Last January, a study by Forrester Consulting released some remarkable statistics regarding the role of predictive analytics in B2B Marketing: While 89% reportedly plan to incorporate predictive analytics as a central component of their strategic planning, nearly 93% of marketers say they lack the necessary skills.  Success in 2017 will require progress in the adoption of critical predictive analytics strategies.  

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Topics: Content, Marketing Data, B2B Content

Internet of Things will Change Marketing

Posted by admin on Aug 19, 2015 10:25:43 AM

Much as been said about the Internet of Things and what it will do to change our lives. The idea of connected devices appliances and the move to 'online' from the traditional offline is very promising. Items such as the refrigerator, washing machine, coffee maker, scale, your car - you name it, will be connected, for a truly tech-integrated life. This will enable efficiency and a connected lifestyle that delivers on the futuristic promises for home automation that we've long hoped for. But the real impact will not be in the direct value of interconnected devices and appliances. It will be in the byproducts of their use - the data and machine learning generated by IoT, that change the game.

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Topics: Tech Integration, Marketing Data

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