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  • Amplify B2B content distribution using paid media | Grist
    answer invariably means that a longer search query a longtail keyword to borrow the terminology of search engine marketing works far better than a shorter more generic search query For the social networks meanwhile targeting is about matching content to audience via demographic and interest parameters On LinkedIn for example filters include industry sector company size and location On Twitter advertisers can create influencer lists and then display Promoted Posts just to those people And on Facebook among other filters advertisers can target by job title 2 Test and iterate on a small budget Most of these tools come with A B testing built in That means advertisers can develop more than one creative approach and soon see which is working best Replace the weaker approach with a third set of creatives and aim to displace the stronger approach Keep fine tuning for even better results And because the economics of digital platform advertising tens and hundreds of pounds rather than thousands and tens of thousands of pounds there isn t really a barrier to entry for those who wish to start in experimentation mode 3 Gain a better understanding of audience Many of these tools are self service which gives the advertiser an opportunity to interrogate platform databases for themselves Within those databases is a wealth of information demographic interest areas behaviours from which to get under the skin of key audiences and understand how they interact with the social network or search engine This learning then can be applied to non paying activity on social networks and search engines 4 Improve organic performance A tightly targeted well managed digital advertising campaign matched by content that is interesting and relevant is likely to have the desired outcomes more page views and engagement It will also have a benign affect

    Original URL path: http://www.gristonline.com/insight/blog/2015/10/16/how-amplify-b2b-content-through-paid-media/ (2016-02-15)
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  • The five fundamentals of engaging B2B content | Grist
    is trying to get out of its content is essential However this must not be allowed to dominate your editorial process B2B firms often know their clients intimately they know what is keeping them awake at night what they are looking forward to and the problems they would most like to solve This understanding of the readers needs must be front and centre in content creation to ensure your quality editorial stands out from that of your competitors Offer news they can use Part of any publication s remit is to stimulate thought but there s no point raising questions and provoking debate if it doesn t enable clients to do something positive as a result Offering practical applications through the effective use of case studies and expert advice turns the theoretical into the practical It demonstrates your experience in the field and your ability to overcome the most pressing business challenges making it clear how your services and expertise will feed through into a stronger bottom line for your clients Be authoritative To gain respect for your content you have to demonstrate your respect for readers Authoritative editorial from independent subject specialist journalists bringing together the views of your professionals with those of other recognised experts in the field can ensure a rounded and insightful perspective that delivers your messages in a way that readers will trust Look forward In order to gain competitive advantage you must do more than keep abreast of current developments You also need to demonstrate your understanding of the trends and concerns that will grip clients in the future and your ability to tackle those challenges before they arise Part of the art is selecting the right subject matter for each piece of content and part of it is ensuring that the editorial delivers real insight into the future Both are essential if your content is to reinforce your position as a thought leader Master the process Anyone can write but the art of creating engaging content is something for professionals It starts before a word is written with a compelling editorial idea and a well constructed brief It involves selecting and commissioning the right journalists who combine subject specialism with a dynamic style And once the piece is produced a great deal of the success of the content lies in the edit A good editor will work closely with you to understand your business and your needs as well as the specialist subject matter They will then bring all of these elements together to refine each article and hone the publication as a consistent whole Follow these five fundamentals and you will ensure sparkling copy that your clients actively welcome and that delivers a real return for your business Neglect them and you may well find you are spending over a quarter of your marketing budget on something that doesn t quite do the job Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional

    Original URL path: http://www.gristonline.com/insight/blog/2015/10/02/five-fundamentals-engaging-b2b-content/ (2016-02-15)
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  • B2B content marketing agency | Grist | B2B content marketing agency
    the dark arts of online editing that can help you turn base content into digital gold Read more A resolution for B2B content marketing in 2016 20 January 2016 With the new year well underway you may well have budget in place for future content marketing initiatives But have you finalised your plans on exactly how to maximise the opportunity Read more Willis and Grist win Best Corporate Publication at the CorpComms Awards 8 December 2015 In partnership Willis and Grist have won the award for Best corporate publication at the 10th CorpComms awards Read more Amplify B2B content distribution with owned media 3 December 2015 In the last of our series considering the PESO model we re going to look at o for owned What constitutes an owned asset what should you be offering on those platforms and in what form Read more Amplify B2B content distribution with shared media 13 November 2015 Keen to increase your circle of influence Shared media harnesses the power of social networks to take your B2B content marketing to new levels Read more Amplify B2B content distribution with earned media 3 November 2015 Earned media is the closet content marketing gets to conventional PR But why bother with earned media when the combination of paid social and owned can be so potent Read more Amplify B2B content distribution using paid media 28 October 2015 When thinking about content distribution we reach for the PESO model P is for paid Here we explain what that means to the B2B marketer Read more Next 1 2 3 4 5 6 7 8 9 Categories Content marketing strategy Content creation Writing for the web Publishing Video and animation Distribution Digital services Join our mailing list Your email address Authors Andrew Rogerson Mike Barrett Mark Wellings Phil

    Original URL path: http://www.gristonline.com/insight/blog/?page=1 (2016-02-15)
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  • Building trust with B2B clients through collaborative research | Grist
    well as profile A rigorous process The first stage of the project was a workshop to develop the research hypothesis marrying the firm s objectives with the pain points of its clients With an agreed focal point the next stage was to plan script programme and implement an online survey of senior personnel within the corporate venture capital and venture capital private equity communities A rigorous process ensured that the interview questions were worded and formatted correctly to remove any potential ambiguity and so as to deliver the most powerful statements and statistics in the analysis Initial interviews were also used to confirm that the question set resonated with recipients The resulting data and analysis from over 100 responses provided invaluable insight and statistical evidence about views and trends which was used to inform the subsequent interview programme For example the survey revealed that while investors recognised that a planned approach to evaluating acquiring developing and retaining board and C level talent in their portfolio companies is central to driving business value not all appointments are successful This often results in serious consequences such as significant lost growth and momentum management distraction high employee turnover and delayed exit A programme of in depth interviews with senior executives at leading organisations such as KLM s Mainport Innovation Fund MS Ventures and Transamerica Ventures captured deeper insights and rich practical experiences to build on the numbers generated by the quantitative survey The interviews revealed that if the mistakes of the past are to be avoided talent capital must be given equal billing to investment capital A specialist journalist wrote an engaging and thoughtful analysis of the research overlaying her own rich experience and contacts into the picture and comparing and contrasting the views of the two main research groups And an experienced art director provided an innovative contemporary design making the data immediately accessible and providing a smooth reader journey The resulting research report was produced in under three months a very tight turnaround that meant it could be launched at Global Corporate Venturing s June symposium The fact that the report was based on high quality independent research backed up by real life experience and case studies from the interviews is incredibly reassuring says Hill The report said something unique about a very topical issue That combined with the quality of the research meant we had a really strong story to tell Recognised success The project has been recognised as a great success enabling the firm to build relationships within this important sector according to Worden We have received some excellent feedback both internal and external Critically the project has provided a rich source of invitations for us to discuss the findings with clients and prospects One way of making sure a research project delivers on or even exceeds expectations in this way is to work with an agency that specialises in this area That then allows us to focus on what we do well helping our clients The Grist team

    Original URL path: http://www.gristonline.com/insight/blog/2015/07/21/building-trust-b2b-clients-through-collaborative-r/ (2016-02-15)
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  • Efficio's source of engagement | Grist
    oriented content would better engage with clients and prospects Rather than focussing on theory we wanted our content to be highly pragmatic based on insights from the trenches on lessons learnt by our experts as they work to design and implement superior supply chain strategies for our clients reveals Klein Our aim was to cover a range of strategic and tactical issues but always with an eye on execution In our experience supply chain leaders often know what needs to be done but they struggle with the execution of these ideas Wherever possible we wanted the content to draw on real world client examples with a focus on how these companies overcame the organisational barriers to effective execution The outcome of the workshop was a detailed plan to produce two separate streams of content a compelling client magazine and a series of articles focused on services and sectors The strategy was clear the magazine articles would draw readers in the more service oriented content give them a reason to call Getting buy in The use of subject specialist journalists brought independent authority to the pieces drawing on their unique understanding of procurement and supply chain issues However for the programme to have real traction internally Efficio employees from across Europe needed to be involved This included setting up a steering committee which contributed to editorial meetings suggesting topics with wide appeal and contacting key clients for interviews The communications team also had to secure buy in from the broader business for the project The business needed to drive this explains Marianne McAlindon senior marketing executive It couldn t just come from the communications department because we need input from the specialists They are the ones who know our clients inside out and can encourage the input a programme like this requires Initially this buy in wasn t easy to secure she adds It was difficult to get the balance right between external and internal input However we persevered and achieved a balance in the first issue Now we have that it is helping our people see what we are trying to do and it is improving participation for the next issue One factor supporting growing engagement across the business has been the success of the first issue of the magazine entitled The Source Efficio is planning to conduct reader research shortly but in the interim ad hoc feedback has been strong A client interview with Hitachi Rail with an accompanying photoshoot at St Pancras International was particularly well received As was the in depth case study with Tryg a leading Scandinavian insurer Other features in the client focused magazine reviewed whether procurement should have a place on the board and how the first 100 days of a new chief procurement officer can often define the success of the role There was also a masterclass in managing temporary labour spend an overview of latest technology solutions and a functional health check for new CFOs We wanted there to be something for

    Original URL path: http://www.gristonline.com/insight/blog/2015/07/17/efficios-source-of-engagement/ (2016-02-15)
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  • Three questions to guide your content audit | Grist
    components 2 How good is it The second stage is to review whether this content is any good The main criterion should be whether it helps move prospects along the pipeline with a clearly defined audience and relevant calls to action You should also rate it against the key attributes of quality content Is it well written Visually engaging SEO friendly Don t forget to review service and sector descriptions and partner biographies as part of this process This is some of the most valuable content you have but it s notoriously variable in quality and often overlooked in favour of more high profile thought leadership reports or microsites If you haven t thoroughly reviewed your content for a while you may want to think about culling out of date material at this stage Articles introducing old legislation past event listings and forgotten forecasts are all commonplace and may actually be working against your firm 3 What do you need By the end of stage two you should have a clear view of what s needed to bring existing content up to scratch and a roadmap for new content creation Putting this into action can seem daunting often involving weeks of editorial work and specialist resource But don t let the volume create paralysis this is a perfect time to revisit your objectives and prioritise For instance you may want to look at a particular client profile first a sector or service line that you want to own Starting small creating a convincing business case proving its worth and then sharing best practice is a sure way to get colleagues on board and secure the necessary resource Tracking the before and after impact on your web analytics and lead generation should be all you need to develop a culture of

    Original URL path: http://www.gristonline.com/insight/blog/2015/04/10/how-content-audit-adds-value-your-b2b-content-mark/ (2016-02-15)
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  • How to find your content marketing sweet spot | Grist
    endless resources of the largest firms are channelled into specific areas where they perceive a potential edge over the competition such as M A large and complex deals or particular sectors That s not to say they ignore other services they merely prioritise where they can make a real difference What your clients want Clients can be a sophisticated and demanding audience they will not respond to yet another press release about partner hires latest deals or office moves no matter how high it appears on the search engine rankings To engage with them you need to get under their skin and identify the issues they are genuinely struggling with Then help them to overcome them Only then will you able to communicate your marketing messages and position yourself as a strategic partner Forget the figures for now this is not a numbers game Respecting the reader is paramount a practice long established by professional publishing firms yet often forgotten in the publishing of professional services firms The sweet spot in the middle For firms that get it right the benefits are almost endless The McKinsey Quarterly and Harvard Business Review are excellent examples of content marketing that has reached heights way beyond the original remit giving their originators an almost sacred status Both publications and their corresponding websites share the best principles of content marketing hitting the sweet spot between what they want and what their readers want They are educational in the word s broadest sense and yet are still very effective promotional tools for the firms that create them There is no reason why your firm cannot be next Find out how with our guide to content marketing strategy for professional services firms or give me a call Author Andrew Rogerson Andy is a co founder of

    Original URL path: http://www.gristonline.com/insight/blog/2015/01/21/how-find-your-content-marketing-sweet-spot/ (2016-02-15)
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  • Buyer behaviour makes content marketing a must for B2B brands | Grist
    serving their markets tradeshows and events to personal networks on and offline colleagues contacts and advisers But for B2B buyers of all shapes and sizes and for the individuals in the networks that support them online search and social media are playing an increasingly important role And with the rapid take up of tablets and smartphones in the business world that trend is set to continue All of which means a major opportunity for brands wishing to influence their thinking from established firms wanting to reinforce their status to challenger brands aiming to capture attention around a particular specialism Google s changing algorithms are giving added value to regular richer original new and varied content delivered in responsive mobile friendly formats It s no longer enough for B2B firms to add a few white paper PDFs brochures and case studies on a static website and hope for the best Brands that don t want to be left behind must regularly create and adapt key pieces of content in a rich variety of formats to answer the questions buyers might face at each stage informative clear up to date and without the hard sell Making that content accessible and shareable means it can easily be discussed with others in the buying team and across existing networks driving awareness and engagement and increasing the chances of securing the business In fact analysis by the CMO Council found that some 28 of B2B buyers share content with more than 100 colleagues and 59 forward content to more than 25 people Pace yourself Successful content marketing requires time commitment and the confidence that continued investment in providing quality information in the earlier stages of the buying cycle will pay dividends at the business end of proceedings Some B2B firms question the value of content

    Original URL path: http://www.gristonline.com/insight/blog/2015/01/14/buyer-behaviour-makes-content-marketing-must-b2b-b/ (2016-02-15)
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