When I talk to content marketers about business goals and ROI - I often find that they take on the look of a deer in the headlights. Of course, that's a problem that needs to be solved. But most people think the solution is to just force performance goals onto the content team. That ignores a much wider problem. Of course, content teams should work hard in the service of business goals, but there has to be a middle ground....
Last week, I had the pleasure of presenting at Content Marketing Conference in Boston. While I really enjoyed sharing some new concepts and ideas with the attendees, I enjoyed the sessions even more. One of the unique things about this conference is that the keynotes are all about the intersection of content marketing and comedy, which makes for a pretty entertaining 3 days. I came back armed with some great insights. Here are just a few of them: 1) When in doubt,...
We took on quite a big challenge a few months back. We decided to survey marketers to really understand their needs and preferences and to get a full picture of what content marketing looks like in 2018. This, combined with the data we see daily on our platform can really help uncover some interesting insights. We'll be sharing the results in the coming days, but today I wanted to call attention to an incredible missed opportunity that we uncovered during our research:...
When a new customer starts using our product, I always ask them the same question: "What is your main pain point? What insights are you hoping to discover? Many of them answer that they would like to know what the typical journey is for all the users that convert. In the beginning, this made sense to me: Of course, there is the best route to the office, and so people should take it. But as I dug in the data, looking for that...
I just flew in from Las Vegas and boy are my arms tired! We spent last week at CMI's Intelligent Content Conference, where we got to speak to content marketers about the future of content marketing measurement. You can find our deck here. But beyond that, we had the opportunity to learn from other ICC speakers. In a conference that is known for being tech-heavy, there was a huge emphasis on the people on the other side of the technology. In his...
Have you noticed a change in your online browsing experience in the last week or so? If you’re using Google Chrome, that could be your user experience improving by a mile. Last week, Google released an ad blocker native to Chrome. Considering that ad revenue is almost 90% of Google’s revenue, this move may seem a bit self-defeating. But as a long-term strategy, this move definitely makes sense. By hindering display's abilities, Google has taken steps to ensure this revenue stream’s...
In another lifetime, my manager told me to delete a joke from a piece because business people “don’t believe in comedy.” Nevermind that we live in a world with two whole continents worth of “The Office,” or that I didn’t even think I was being funny. The stony-faced bosses shaved that piece of writing down until it was just a husk of jargon-y catchphrases. Like something a machine would make. But our audiences are human -- fatigued, content overloaded humans....
I’ve been a rabid consumer of content since the day I was born, and so has most of mankind for the better part of a century. For Baby Boomers, Gen-Xers, Millennials, and every other age group with whatever buzzword or label they have - our eyes have been glued to some screen or another our entire lives, consuming endless hours of content. That being said, as a content marketer with more than a decade of experience, I’m baffled by the...
In this post I'd like to explore why, here at TrenDemon, we believe data visualization, especially in the world of b2b marketing and content marketing analytics, is a powerful component in unlocking the value of data and nurturing growth. In the previous post we discussed the impact of data capital and the importance of collecting and organizing data. This post, however, talks about ways to explore this data, gain a bigger perspective and possibly reach new ideas or insights about what's happening and why....
Marketing teams worldwide spend significant amount of time thinking about their specific customer profiles and how to best match their offers to each one, from brainstorming ideas on how to segment customers based on specific attributes, to planning out the most appropriate email marketing campaigns to increase their CTR. All of these efforts are often concentrated under content marketing strategies to best generate, nurture, and maintain leads. To truly understand eventual impact on the customer experience, from initial interest and...
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