The seminal B2B manufacturing marketing report from Content Marketing Institute is out, and the verdict is in: B2B manufacturers are into content marketing, but could use some help.* Where’s the concern?
- General effectiveness (26% rate it effective).
- Quality vs. quantity: 65% produced more content in 2014 despite low effectiveness ratings. 62% are currently creating more engaging/higher-quality content.
- Documenting a strategy (20% have documentation, a chief indicator of success).
- Tracking ROI (12% are successful).
- Organizing website content and improving conversions (66% currently working on it).
… Read the rest
Email marketing is integral to a successful manufacturing marketing strategy. To date, email marketing has required an email list, though. Whether that list is bought, rented, or owned is irrelevant – the fact remains that emails must be sent to specified email addresses.
Unfortunately, this model of email marketing suffers from two key limitations: list size and list quality. If either is an issue, budget is required to correct it. But what if this wasn’t the case?… Read the rest
Get mobile-friendly, or get buried by the competition in search results. This is essentially what Google said last week in officially announcing an algorithm change that would make mobile-friendliness a ranking factor starting April 21st.
Signs have been pointing to Google putting more emphasis on mobile-friendliness for months now. In June, Google began telling mobile searchers when a link in the SERP redirected to the home page:
In November, Google officially launched ‘mobile-friendly labels’ which notified mobile users if a site was ‘well-designed for mobile‘ and launched a ‘mobile-friendly testing tool‘.… Read the rest
My new ride, just before it became covered in wintry Cleveland mush and road salt.
Marketers, take note: I just bought a car. Well, that’s not important to you. What’s important is how I came to this decision as a consumer, which I think everybody can learn something from. Wait, you’re saying, my audience is other businesses … this doesn’t apply to me. Oh, but it does! Who makes the purchasing decisions at companies? Chances are, it’s a human being.… Read the rest
Companies change their names and website domains for a number of reasons, including right after a merger, completing an acquisition or just to re-launch their brand and identity. What is oftentimes overlooked, though, is how do you let the digital world know you changed your name?
Changing your legal name is usually a one-step process, albeit maybe a painful one, involving a day at your local Social Security office. But, it is the aftermath—new driver’s licenses, updated credit cards, changing bank accounts, cell phone and health insurance billing, even your email and social profiles—that causes the most chaos.… Read the rest