Established Companies May See More Marketing Value from Artificial Intelligence than Startups

Posted by Denis McInerny on January 11

 

When many marketers in companies that would not exactly call themselves “tech startups” hear about artificial intelligence in marketing, it can sound like science fiction. Sure, there are plenty of algorithmic and automatic features in common programs such as CRM and Marketing Automation suites, but really leveraging “Artificial Intelligence” for game-changing value? It doesn’t seem realistic yet.

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Topics: Content, B2B Content, ai, artificial intelligence

Jason Young on Changing The Fan Experience with Samsung

Posted by Denis McInerny on December 21

Jason Young on Changing The Fan Experience with Samsung

On this episode of the Pro A/V podcast, we have the chance to chat with Jason Young, Senior Channel Technical Manager of Samsung Electronics America. Jason leads us through the world of digital signage, and how it plays a major role in the fan experience in sports. 

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Topics: Video, Content, B2B Content

Dr. Jose Medina Inojosa of the Mayo Clinic Discusses Staying Healthy At Work

Posted by Denis McInerny on December 21

Dr. Jose Medina Inojosa of the Mayo Clinic Discusses Staying Healthy At Work

On this episode of our healthcare podcast, we sit down with Dr. Jose Medina Inojosa of the Mayo Clinic to discuss cardiovascular health, obesity, and the new ways physicians are starting to think in these areas.

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Topics: Video, Content, B2B Content

Marketing Statistics Prove Value of B2B Video Content

Posted by Denis McInerny on December 12

Marketing Statistics Prove Value of B2B Video Content

It goes without saying that people love watching videos – it’s fast, informative and fun. But let’s look at why video should be such an important part of your online marketing strategy.

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Topics: Video, Content, B2B Content

Content Marketing has become Video Marketing

Posted by Nathan Jajan on September 22

 

History of Video in the Industry: In 1981, MTV launched the prophetic one hit wonder, “Video Killed the Radio Star”. Remembered by its catchy tune but personified by the sentiment that traditional media was dead. The lyrics, “Rewritten by machine on new technology” seems timeless as marketer’s struggle to adapt to new technologies in the B2B domain in 2017. With an ever-cluttered advertising space, how do companies differentiate themselves in content marketing. The answer is video. From a study done by Animoto, 4 times as many customers would rather watch a video about a product than read about it. The concept of video marketing originated on the television screen in the 1940’s. However, the 21st century has been defined by a different black mirror: the cell phone. The dot com boom brought about the great social media companies that occupy our every waking moment. YouTube, Facebook, and Instagram make up the conglomerate that governs both social and video marketing today.

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Topics: B2B Content, B2B Content Strategy, Video Marketing

Can a Product Be Too Good?

Posted by Josh Brummett on September 13

 

Yesterday, at its Steve Jobs Theater in their new headquarters, Apple CEO Tim Cook announced what he referred to as “the biggest leap forward since the original iPhone”, the iPhone X.

"Ten years later, it is only fitting that we are here in this place, on this day to reveal a product that will set the path for technology for the next decade," Cook said, calling the iPhone X "the biggest leap forward since the original iPhone." 

The amazing device has a “super retina” display with unprecedented resolution, it unlocks with facial recognition, it’s faster, it charges wirelessly, it’s configured for augmented reality, and yes it makes phone calls. And it also starts at $999.

Apple has been testing the top of the market for a long time. From its original workstation computers in the 1980’s to the luxury versions of the Apple Watch, the company clearly seeks to intersect its status as an ultra-premium brand with demand for exclusive technology and brand affinity. After all, brands like Louis Vuitton get $2500 for a handbag based on their brand and one could argue Apple’s brand is more popular—why not try for the same thing?

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Topics: B2B Content, B2B Content Strategy

Real Estate For Sale Signs: A Content Marketing Opportunity

Posted by Nick Greco on September 6

 

The humble For Sale sign is such a fixture in residential neighborhoods that you barely notice it. It’s the only thing in real estate that seems to never evolve, as the changes in real estate have mostly been digital. Often consumers find interesting properties online before seeking a realtor, which creates a more informed marketplace. And with so many photos and 360 tours available at their fingertips, consumers can see attributes of a home they like or dislike before visiting a property.

But despite a ton of property-specific content, sellers often struggle to differentiate or command a premium, beyond the externalities within their specific sub-market. Neighborhood comps and price-per-square foot largely dictate what a house will sell for. Location, location, location wins almost every time.

Because its pricing is efficiently driven by the market, it could be argued that real estate is largely a commodity. But any good marketer knows that the goal is to escape commoditization through differentiation—and find buyers who appreciate your product’s premium differentiators.

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Topics: B2B Content, B2B Content Strategy

With Better Content Marketing, B2B Products will Thrive in E-Commerce

Posted by admin on August 23

E-Commerce, led by Amazon, has disrupted retail and it has changed the way we buy everything from clothing to consumer electronics, to food.

But the vast majority of E-Commerce sales have always been B2C. That’s not to say that there aren’t billions of dollars in B2B E-Commerce sales each year, but those sales traditionally fall into a few limited categories:

  • Wholesale products for retailers and resellers
  • Surplus goods
  • Consumables and commodities
  • Highly-standardized parts and machinery
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Topics: B2B Content

Inbound Marketing for Manufacturers

Posted by Denis McInerny on August 9

Manufacturers of premium products are important to our economy in so many ways. Not only do they design and build essential components, parts, devices, machines, vehicles and more, but their production in itself represents economic health. Where there is creativity there is invention and where invention meets investment and demand, differentiated products solve big problems. Premium means proprietary. And with proprietary design and build comes a very special story behind each manufactured good. Why does it exist? What does it solve? How does it work and why is it better than a cheaper substitute?

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Topics: B2B Content

How Content Marketing and SEO Relate in 2017

Posted by Terry M. O’Connell on May 19

Content Marketing correlates directly with SEO

When it comes to digital marketing, many of us have a tendency to see things in black and white, technical SEO and heuristic based Content. The truth of the matter is, the best results come from a healthy combination of the two. Content and SEO are the ying and yang of a great web presence.

The first thing to keep in mind when thinking about the term Search Engine Optimization, is what are your customers/prospects actually looking for? The single best way to gain traction with Google is to simply be the best answer to a question. How is ice-cream made? What are good cloud solutions for logistics companies? Should my team invest in a new project management platform?

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Topics: B2B Marketing, B2B Content, SEO

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