Search

User-generated content (UGC) is one of the best forms of content: your users create it for you, and all it takes on your end is simply to organize and publish it on your website or other online platforms. UGC may conjure up visions of social media sweepstakes or photo contests, and while that may work […]

If you’re a child of the 80’s, you grew up with the classics: ET, Goonies, Alien, Close Encounters of the Third Kind, etc.  You know…the type of stuff you rented at the video store and watched at sleepovers when you were hyped up on Pepsi, Reese’s Pieces, and Doritos. Chances are you’ve watched these old […]

Updated November 2021 Content marketing has transitioned from a competitive advantage to an absolute necessity for successful B2B marketers. It’s now a detrimental factor to drive search visibility, social media engagement, as well as traffic and conversions. But, basic content simply won’t cut it anymore. To be successful, B2B marketers need to craft, publish and […]

How important is mobile marketing to your B2B strategy? According to MarketingSherpa’s 2012 B2B Marketing Benchmark report, mobile marketing has yet to hit even close to the top of the priorities list for B2B marketers. Even still, we are seeing significantly increased mobile device usage percentages year over year and period over period for the […]

One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. Basically, every content marketing asset can serve as an opportunity to be found in search results. As such, they need a unique place online, […]

B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining. Whatever audiences want, they want it now. We already know that the B2B journey is powered by content as prospects want to self-educate. Which is why so many B2B companies are […]

The AdWords blog has recently published a post about how they are changing their conversion metrics. Directly from their post: Today we’ve taken the first step by clarifying the conversion terminology on the AdWords Report Center and conversion tracking tool pages. “Conversions” columns are now labeled Conversions (1-per-click), while “Transactions” columns are now called Conversions […]

I recently spoke with author and senior content marketing manager Liz Bedor about her views on the discipline of content marketing. Liz is a frequent speaker on the topic of content marketing ROI, and in 2015 published a book with co-author Michael Brenner about how to measure content marketing success in business terms. Titled “The […]

Andy and I are excited to be a part of SEMPO’s hybrid training concept, which blends the material from their online course “Insider’s Guide to Search Marketing” with a one day class at Bentley College’s Center for Marketing Technology in Waltham, MA. Our goal is to provide a complementary experience to the material found in […]

Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives. While social media marketing can be explained in a number of ways, at the most basic level, it can be defined as follows: Social media marketing […]

Also see: Breaking Through Marketing Silos | Recession & The Marketing Mix | B2B SEO Services I attended the BIMA 3rd Annual Cross Media Forum yesterday where people specializing in various channels of marketing came together to discuss media integration. The forum was mainly geared toward large companies who use several different agencies to handle […]

Two members of the KoMarketing team will be taking the stage this week at SMX East 2012 in New York City. If you aren’t familiar with SMX (Search Marketing Expo), it’s billed as “the world’s largest search engine marketing conference series from Third Door Media, the company behind the Search Engine Land and Marketing Land […]

“Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changed direction” or “The quarterback pivoted and threw the ball to the running back.” So what does it have to do with B2B marketing strategy? Nothing at all – and basically everything. If you’re in the business of […]

If you’re like me, you spend a lot of time ripping through your Netflix queue because you’re lame and waiting for Season 4 of Game of Thrones to premiere in “the first half of 2014,” whatever that means. In a fit of nostalgia, I recently re-watched a few of my childhood faves, including such renowned […]

During a recent client meeting, we spent some time talking about the idea of content marketing as a solution to a problem. Our client, preparing to launch their new website and in the middle of editorial calendar development and execution, made the point that they want their content to be solutions-focused – as in, starting […]

You wanted to increase conversion rates. So, you started testing all the basic, obvious things. You split-test headlines, calls to action, hero shots, and copy. You split-test form fields and a couple of different layouts. You tested whether adding a testimonial or a trust certificate might help. Maybe you even did some multivariate testing. Hopefully, […]