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With lead acquisition the top goal of today’s B2B companies, marketers are prioritizing investments in social media and digital content marketing in 2011, according to a survey from Focus. Meanwhile, client understanding and customer retention are top goals for B2C brands with marketers emphasizing social media, digital content, and email ... more
"Negative keywords can … refine your keyword list and filter out unwanted traffic for your paid-search campaigns," writes Jill Solomon in an article at MarketingProfs. "Excluding specific words or phrases that aren't relevant to your product or service can help you reach your ideal prospects, reduce your cost per click ... more
"Email marketing is thriving—especially for businesses who can adapt it to the changing world," writes Veronica Maria Jarski at the Daily Fix blog. In her post, she gives a sneak-peek at material presented by Silverpop's Loren McDonald in MarketingProfs' Email Marketing Essentials online course. Here are a few of Jarski's takeaways ... more
A successful search strategy relies on strong content marketing—and that means recruiting your company's experts to write articles, blog posts and white papers."For some of us writerly types, content comes easy," writes Ari McKee-Sexton in an article at Marketingprofs. "For other types of folks, extracting copy is like pulling bad ... more
Unless your company finds itself at the epicenter of a major scandal—à la BP—social media chatter can be a valuable sales-generating tool. "[C]onsider every mention of your brand for potential use in your email marketing campaigns," writes Hal Licino in an article at MarketingProfs. "Doing so demonstrates to your subscribers that ... more
In a post at Conversation Marketing, Ian Lurie argues that every SEO should learn at least two programming languages. And if you think you already meet that standard, consider this: "HTML doesn't count as a programming language," he says. "Javascript might, but not if you're using it to create popup ... more
Home Depot recently partnered with Scanbuy to bring QR codes to its products. If you read us regularly, you know how QR codes can help a business and how users are ever more accustomed to seeing codes wherever they may roam. Here's how Home Depot capitalizes on that new reality. When ... more![10 Ways to Distribute Your Content and Extend Your Brand [Slideshow]](https://i.marketingprofs.com/assets/images/articles/lg/110610_distribute-content_lg.jpg)
In a post at Marketing Interactions, Ardath Albee recalls a B2B client who thought her proposed lead-nurturing messages might be too brief. Albee begged to differ. "[I]nundating prospects with more links and choices rather than improving the personalization, value and contagiousness of your email message is not the right answer," she ... more
With one fell swoop, Google's latest algorithm update—dubbed Panda—demoted millions of Web pages. Content farms like Demand Media took a major hit, as did sites with lots of ads and little informational content. "The goal of the Google Panda update involves the filtering of low quality or duplicate pages that ... more
"Would it shock you to learn that 68 percent of customer defections occur because customers perceive 'an attitude of indifference?'" asks Ardath Albee in a recent post at the Marketing Interactions blog. That's what the American Society for Quality has reported, she notes—and it's largely because "marketers are focused on ... more
"White hat search engine optimization (SEO) principles that apply to B2B online marketing also apply to B2C, but B2B is otherwise a different animal," writes Nick Stamoulis in an article at MarketingProfs. In other words, SEO is simply not the same strategy for B2B as it is for B2C. And to ... more
"On one of my recent trips on the Content Revolution Tour with the great Ann Handley of Marketing Profs," writes Becki Dilworth at the Bridgeline blog, "I found myself hanging out with Ann in a seemingly unexpected place: The Mall." And as they browsed the content offered by retailers, they found ... more
"Trigger emails have thrust their way into the online marketing consciousness with a confident swagger and the promise of a brighter future for all," writes Mark Brownlow at Email Marketing Reports. "The positive press has its justification: trigger emails seem to solve the main challenges faced by the modern email ... more
Do you optimize all of your online content? Before you say yes, here's a question: When was the last time a press release received your SEO treatment? "All communications, including press releases, can be 'tagged' with key words to receive priority placement in organic searches and therefore drive users to your ... more
There are lots of ways to build your B2B content-marketing strategy. You can write to different buyer types, target stages of a buyer's journey—the list goes on. "We've seen all of these approaches and more," says Doug Kessler in a post at the Velocity B2B Marketing Blog. "But I'd like to ... more
Lisa Keller of The Loud Few liked what she saw in the "Q4 2010 North America Email Trend and Benchmark Results" from EEC and Epsilon. "Our average Click Through Rate (32.01%) and average Open Rate (40.99%) for our monthly tLF newsletters were far beyond the Business Products and Services General ... more
In a recent Search Agents post, Mary Hayes reports that Forrester Research forecasts "marketing spend on mobile display ads and search will surpass $1 billion in 2011." She advises marketers that, if they haven't already done so, now is the time to jump on the mobile bandwagon. But Hayes also ... more
In a video interview with Web Marketing Today, Bryan Eisenberg offers a 7-minute primer on what he terms the Five Rs of search engine marketing. "I really wanted to demystify [the five core principles], especially for a lot of small and midsize businesses," he explains. "They hear so much conflicting ... more
"If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?" asks Josh Nason in an article at MarketingProfs. "What about that house you bought two years ago? Lots of work, right?" Well, your email marketing program requires upkeep ... more
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