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Content Marketing

Self-Selection: What Type of Content Do They Want?

Given the wealth of information available to them, today’s buyers can be selective when they first begin their product research. They don’t immediately turn to a vendor website or sales rep. Because they are savvier than ever before, they can quickly access product reviews, video tutorials, group discussions on forums, industry reports, and peer Q&As online to obtain knowledgeable opinions and comprehensive information on the product/service in question. The availability of this type of content has encouraged self-education, with prospects selecting for themselves the content they want, rather than having it spoon-fed to them by vendors. In order to successfully engage with today’s buyers, marketers need to understand the process of self-selection and the type of content prospects find most...

Given the wealth of informatio...

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Making Content Marketing a PROCESS

Content marketing is quickly making its way to the top of virtually every marketer’s agenda as its value and business benefits become increasingly evident. In fact, B2B Marketing Insider finds that marketers, on average, spend over a quarter of their marketing budget on content marketing. As we marketers increasingly allocate more budget to content marketing, it is important that we establish processes that ensure that the program yields optimal returns. ON24 and the Content Marketing Institute recently hosted a webinar featuring marketing industry experts discussing some of the challenges with current content marketing practices. One of the key observations was that the main problem with content marketing today is determining who owns it. “It’s everyone’s job, but no one’s job,”...

Content marketing is quickly m...

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Recycling: It's Not Just for the Environment, it's Good for Marketers, Too

  Resource-strapped businesses of all sizes need to figure out how to get the most bang for their marketing buck, and one extremely effective way to do this can be summed up in three words: recycle, recycle, recycle. Take live events, for example. These are a great way to reach a captive audience -- whether they are attending in-person or online -- but the problem with a live event is that it's a singular, finite moment in time. What about those customers who weren't able to attend the event? What will you do tomorrow or next week or next month to reach your customers? You can't very well hold an event every day.Recycling content is the way to go, and smart...

  Resource-strapped busin...

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Long-form content is not dead

"Reports of my death have been greatly exaggerated!" So says the Mark Twain quote, or misquote (if you're interested in being really specific). And, like beloved American author Samuel Clemens, a key form of content has been declared dead in advance of the facts. What we're talking about is long-form content. Conventional wisdom suggests that people want short, easy-to-consume content, and on the surface that's true – we live in a 140-character world, with Snapchats and Vines and other fast-twitch ways to consume multimedia content. But taking a closer look reveals a different story – that "snackable" content should be balanced with long-form, multi-touch campaigns. And there’s statistical data to prove it. According to comScore, the average Internet video length in December 2013...

"Reports of my death have been...

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Fighting for Ever Shorter Attention Spans

In 2013, the average person's attention span reached a milestone: it is now shorter than a goldfish's. According to the National Center for Biotechnology Information, U.S. National Library of Medicine, the average attention span has decreased to eight seconds (from 12 seconds in 2000), which is shorter than the nine-second attention span of the average goldfish. With immediate access through the Internet to all types of resources, audiences take in a significant amount of information every day. Due to this, there has never been more competition for the time and attention of your target audience. So the question for marketers is: How can our message break through this eight-second barrier? "Snackable" media like infographics and tweets...

In 2013, the average p...

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All snackable, one-size content? Think again

The objective of content marketing is to start a dialogue with your prospects by educating them on solutions that can solve pain points specific to their business—rather than hammering them with sales-driven, overtly self-serving calls to action. Through delivering relevant, quality content, you will hopefully then gain their trust… and ultimately, their business. While the use of content marketing is growing, many marketers have some misconceptions on how to best take advantage of this promising strategy: Think you can take a one-size-fits-all approach? Think again: In the past, marketers had it easier. You could create one set of content for new prospects and another for existing customers you were trying to upsell. Nowadays with the built-in analytics that are part and parcel...

The objective of content marke...

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Customizing Content for Today’s Varied Market Segments

The increasing number of channels through which brands can reach their target markets means that they can now deliver targeted content like never before. In fact, it has become expected, especially by millennials. This presents both an opportunity and a challenge. Many enterprises are having trouble developing customized content. Why? Because, for one thing, it can be incredibly confusing. Case in point: 66% of those who use Twitter use mobile devices to tweet. So, do you build content optimized for mobile, or for Twitter? Here at ON24, we work with some of the world’s leading brands to create customizable content across virtual environments and webcasts. We see first-hand how those brands are successfully tackling this challenge. For example, many marketers are executing...

The increasing number of ch...

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You can’t fake good content marketing

One-size, one-shot approaches will earn you a backlash.There are a multitude of very specifically defined markets proliferating nowadays, facilitated in part by the rise of social channels that allow those with common interests to gather regardless of physical location. Precision market targeting does not necessarily mean the target markets are small – in fact, many communities are massive and increasing exponentially in size. Each is defined by its distinct identity and a set of common interests that brings members together. This presents both a challenge and an opportunity for marketers. Given that these markets all share common traits, they expect and fully deserve to receive content that is relevant and tailored to them and that addresses their pain points and needs....

One-size, one-shot approaches ...

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The key to a successful, long-term marketing strategy: Owning vs. Renting

Buying a house involves a lot of money up front but can potentially lead to bigger gains. Free from property management restrictions, you can make the place yours and customize it to your specific aesthetic. It’s not all that different in marketing – own more of your marketing content and you will derive greater ROI in the long run. If you only engage with customers on third-party properties (essentially renting) via activities such as trade shows, banner ads and social media engagement on Facebook, Twitter and LinkedIn, you don’t own the experience. True, you can engage with your customers there, but you do not really own the interaction. Given this, you often won’t have insight into the necessary analytics to better...

Buying a house involves a lot ...

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