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[…]collateral,” it refers to all the media you have to produce in order to engage in marketing. As for what “content marketing” is, we have a 3-part post that answers that question. Content marketing collateral can include any or all of the following: Textual content written in long-form (an ebook) or short-form (a tweet) Graphical content such as photos, logos, diagrams, and illustrations Video footage of interviews, tours, events, etc. Content feeds from influencers within your industry It may sound overwhelming to think about producing all these types of content. And it can be, if you don’t have a good plan in place. […]
[…]host of other marketing gurus is content marketing, which he defines in the following way: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. If you’re a small business like us, however, you may find this new type of marketing intimidating, to say the least. These are just a few questions our clients ask us when we introduce them to this relatively new approach to marketing: How does content on the web attract people to your business? […]
[…]really increased. Your phone isn’t ringing off the hook. Is your plan working? Does content marketing for small business even work?! Content marketing for small business is a long-term game, not a short-term one. This can be frustrating for small business owners, many of whom live and die based on their ability to generate new leads. Because of this, it’s not wrong to supplement content marketing with other approaches, such as paid campaigns on platforms like Google Adwords or Facebook Ads. Paid solutions tend to work faster than content marketing. The trick is to balance these efforts with your overall content […]
[…]on. If you’re not sure how to get started, however, check out our 3 tips for LinkedIn marketing below. Why LinkedIn Marketing Is a Great Way to Reach People Many smaller organizations focus on Facebook because it’s familiar to them and is still the most popular social media platform. Facebook is a great tool for creating awareness, brand engagement, and paid advertising, emphasis on the paid. It’s very difficult to reach people organically on Facebook. It’s becoming a paid advertising platform where you have to put money in if you want to reach new leads. LinkedIn also has a paid option, which […]
[…]month, or they might lose interest and switch channels. Next Post: How To Improve Your Content Marketing Plan Over Time In our final post in this series, we’ll explain how you can improve your content marketing plan over time through regular checkups, maintenance, and strategy sessions with your team or other trusted advisors. Need Help With Content […]
[…]your store because they asked their smartphone for services near them. We are all dependent on digital points-of-contact for everything from marketing to customer service to following up after a sale. All of our customers are now users, in other words, and the experiences we provide to them will determine whether they stay our customers or whether they seek out someone who better understands their needs. So, now we have a better understanding of what UX is. How do we stay on top of UX trends? 1) Find UX Thought Leaders You Trust and Follow Their Lead According to Forbes: A […]
[…]be. We should be using that technical content throughout the customer journey, including: Marketing Lead generation Customer service Customer support Loyalty experiences (VIP events, existing customer newsletters, etc.) Businesses can either support their customers with the technical information they need throughout the customer journey or they can be sure that a competitor will. And the next time a customer enters the active evaluation phase of the buying process, they’ll probably choose to buy from the brand that has supported them the most during that process. Need Help With Technical Communication and Content […]
[…]projects, but can you tell us, from your point-of-view, why you think UXPin is a good tool for digital agencies? MARCIN: I think UXPin is an essential tool for a digital agency of any size. The speed with which you can build your wireframes and prototypes, get feedback, and test ideas with users is invaluable for collaboration with a client. You can get better, faster results and can streamline your process to build products that are going to exceed expectations. CONTENT GARDEN: What sense do you have about the future of UX as a field? What are new challenges that you […]
[…]shift or are there other factors? A few years later, do you still stand by your assertion that marketing is the future of tech comm? Scott: Everything is marketing. If it can have an impact on how a consumer feels about a brand, that content is marketing. Period. End of story. I don’t just believe that, I know it’s true. Science tells us this. Even our parents and teachers tell us this from the time we are just children. Impressions matter. Especially first ones. Documentation is one part of the customer experience. Customers also experience content when they interact with […]
Are you leveraging your technical content to attract and retain customers? If you’re not sure about your answer to this question, Guiseppe Getto, the President and Founder of Content Garden, offered a webinar for the Content Wrangler on June 16th, 2020 entitled: How to Use Technical Content to Attract and Retain Customers. Today’s customers are increasingly savvy. They do a ton of research before purchasing a product or service. You may think that your content is too dense for your customers. Information like product specifications, technical requirements, and process workflows may seem like information that should never leave your organization, but […]