In the content marketing realm, business leaders hear words that are often used interchangeably to describe tactical approaches (i.e. campaign, strategy, blitz). But not all of these words signify the same thing. For instance, industry pundit and Founder of the Content Marketing Institute (CMI) Joe Pulizzi recently warned readers in the June 2014 issue of CMI's Chief Content Officer Magazine that content marketing should never be referred to as a campaign.
Across the country, companies in every industry will be hosting and exhibiting at these events. But through the years, effective event marketing has evolved from printing out tradeshow flyers to disseminating a continuous flow of quality content that begins before the conference and keeps going after the show officially ends. In other words, rather than floating an occasional reminder into the atmosphere, marketers should start an ongoing conversation with stakeholders using a variety of communication channels.
Let's face it: It's hard work being a salesperson. Today's buyers are not the wallflowers they used to be; they are more sophisticated and powerful than ever before. In fact, discerning prospects can be anywhere from two-thirds to 90 percent of the way through the buying cycle before they reach out to a sales agent. In other words, buyers are avoiding salespeople at all costs.
When I first started following Major League Baseball on Instagram, I'll admit I was pretty excited. At my age, you can't exactly pull out a pack of baseball cards and browse through them leisurely. But for some reason you can do it on a smartphone without drawing any strange stares.
We are officially at the halfway point of the year, meaning exhaustion and creative blockages are at an all-time high. You may be out of ideas for your blogging platform; you may be struggling with the motivation to finish that white paper; and you may be fearful that your innovation engine is starting to run on empty. So what's a marketer to do? It's time to learn from your surroundings.
In the past, buyers would find a realtor through a friend or relative, or maybe even the yellow pages. But times have changed as buyers are increasingly turning to Google when beginning their search for a new home. In fact, 90 percent of all real estate buyers use the Internet to search for homes, which means if you don't have a strong online presence chances are you're missing valuable opportunities.
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