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Content Marketing

What is content marketing?

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.

How can it help address your target audiences throughout the customer purchase journey?

Content should address the motivations and needs of the customer at various points of their process. It strengthens their positive feelings about the brand, heightens their likelihood to convert, and increases their customer lifetime value.

How does it drive revenue?

It starts by building a strong business case that doesn’t just directly attack people, their teams, or their budgets.

 

To answer the content marketing ROI question for your business, you need to build a solid case based on a deep understanding of your business. What is your business’ average marketing ROI and how can content marketing achieve a higher return? The answer comes down to understanding your content costs, usage, and performance.

 

From there, you have a few paths to building a solid business case that will allow you to reach new customers, engage them with your brand in a meaningful way, and then convert them to new sales and long-term relationships that provide real ROI.

How can we make something “go viral”?

There’s no guaranteed formula. But no matter the industry, you can increase your chances if your content presents a unique story, idea, or dataset in a way that directly addresses a pain point or creates an emotional response in your core audience and in an engaging format. And that’s not enough. You have to promote the heck out of it.

 

Strategy

What is marketing strategy development?

Marketing strategy development is the stage of the new-product development process in which a three-part marketing strategy plan is developed:

How does marketing strategy work?

Define product position, including target market size, structure, and purchasing behavior. Identify initial sales goals in terms of market share and profits. Specify year-one price and distribution strategy, and marketing budget. Describe the ongoing marketing-mix strategy and future sales and profits.

What’s the difference between a marketing strategy and marketing tactics?

Your tactics are the execution of your strategy, not the strategy itself.

What is a marketing campaign?

An advertising or marketing campaign is a set of coordinated, specific activities that are based on a common theme and are designed to promote a product, service, or business through different advertising media.

How does it work?

Great marketing campaigns follow a consistent theme and promote a single or focused idea or goal.

An example from Hubspot:

For example, every Nike advertisement you see or hear on the way to work probably isn’t part of a campaign. But, if you see a Nike billboard, scroll past a Nike-sponsored Instagram post, and receive a Nike email all promoting the same product … you’ve definitely witnessed a marketing campaign.

What’s the difference between a marketing campaign and an advertising campaign?

Advertising is a component of marketing. Marketing is how a company plans to raise awareness of its brand and convince customers to make a purchase, while advertising is the process of creating persuasive messages around these broad goals.

In terms of campaigns, an advertising campaign might be a facet of a bigger marketing campaign strategy. Returning to Hubspot’s example, if Nike were campaigning about the release of a new product, their advertising would be one piece of their broader marketing efforts, which might also encompass email, social media, and paid search.

So, campaigns are focused, acute marketing efforts to reach a singular goal. Despite their simple definition, marketing campaigns can take a lot of work.

Social Media Marketing

What is social media marketing?

Social media marketing is a tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user’s social circle of friends.

Why is it so important?

Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. 

 

Do I need a social media marketing strategy?

Yes! It's a document outlining your social media goals, the tactics you will use to achieve them, and the metrics you will track to measure your progress.

Do I need to segment my social media strategy by platform?

Probably. In short, your strategy will differ based on which social networks your audience spends their time on and the best times to post on those platforms. 

Email Marketing

What is email marketing?

Email is an online communication format that involves sending digital messages from an author to one or more recipients (i.e., email addresses) across the internet or other computer networks.

How does it work?

Email marketing is simply “marketing via email.”

Does it work?

When you want to communicate something about your brand or sell your stuff, email marketing is one of the most cost-effective ways to do so.

 

In fact, Mailchimp recently highlighted a 2015 study by the DMA that found for every $1 spent, email has an average $38 return on investment (ROI). When shoppers are ready to buy something, they often look for emails from their favorite stores.

Event Marketing

What is event marketing?

Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor.

 

What are the benefits?

Event marketing generates business, provides one-on-one customer engagement, builds brand awareness, and encourages product and industry education.

 

What are SMART goals when implementing a marketing strategy?

SMART goals stand for specific, measurable, attainable, relevant, and timely. Keeping your goals SMART helps you avoid running with vague goals like “bring in leads.”

 

SMART goals have a dual purpose: to give you direction when planning and implementing your event and to help you decide whether or not your event was a success (and if it wasn’t, to know how to improve).

 

An example of a SMART event marketing goal would be to “grow our prospective leads list for our new product by 100 names by the end of the event.”

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