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  • 7 big B2B content marketing predictions for 2015 | Grist
    to promote the constituent parts will deliver an increase in volume as well as engagement 4 B2B brands embrace storytelling Case studies are already a popular format in B2B but in 2015 marketers will look for new ways to involve clients and associates in telling their stories If you want your content to be great get your customers to participate The value of co creating content with the very audience you want to do business with is very powerful Lee Odden CEO TopRank 60 content marketing predictions for 2015 The content marketing trend will reach corporate communication starting with CSR It s a great source of engaging stories and companies are used to telling them Joakim Arhammar content strategist Comprend 60 content marketing predictions for 2015 We say B2B firms have a wealth of content at their disposal in the form of client stories Typically case studies follow a formulaic approach which can bore readers viewers quickly and lose impact Involving clients in exploring issues and solutions adds more personal appeal to your content and can take the form of interviews guest blogs events or video In the same way B2B firms are sometimes reticent about talking about their CSR activities But this rich vein of human interest stories can be used to engage staff stakeholders and the wider community 5 Print becomes the B2B disruptor Although here at Grist we still receive a strong demand for the creation of print client magazines overall the spotlight has been focused on digital marketing tactics in the last few years We are therefore pleased that the power of print and its increasing competitive advantage in a digital world has been recognised by the CMI s Joe Pulizzi We will see a surge in print magazines from brands in 2015 As most brands continue to focus heavily on digital smart brands will realise that it is much easier to cut through the clutter by leveraging the post without much competition at all Joe Pulizzi founder Content Marketing Institute 60 content marketing predictions for 2015 We say Print still has a significant role to play in B2B marketing conveying an authority and delivering a wow factor that is hard to replicate online Digital is rightly praised for its immediacy usability and ease of measurement but aligned to clear business objectives and success criteria client publications encourage more time spent with your brand and can bring tangible results to the bottom line 6 B2B marketers work longer hours B2B firms will start to adapt their content offering to the new digital world of business where mobile and tablets dominate and executives are increasingly active on social media A 2014 CNBC survey found that 60 of business executives in Europe the US and Asia access business content via their mobile device over the weekend This was accompanied by a significant jump in social media use among European business executives to 97 in 2014 with LinkedIn usage rising 8 to 66 We say Understanding the changing consumption

    Original URL path: http://www.gristonline.com/insight/blog/2014/12/15/7-big-b2b-content-marketing-predictions-2015/ (2016-02-15)
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  • B2B content marketing survey highlights gaps in strategy | Grist
    from the survey is the focus on the acquisition stage and ignoring the rest of the buyer s journey Simply put to develop closer relationships with clients the content created should focus less on product and service offerings and more on delivering helpful insights in the early stages 3 Marketing teams should be able to produce content that buyers want and need An alarming statistic from the report is that 72 of the respondents said that less than half of their marketing staff play a primary role in content marketing With few marketers trained in producing content that buyers want how can anything but sub standard engagement result Of course finding the perfect publishing partner can help to redress the balance 4 There needs to be an integrated marketing strategy that connects activity to business value A majority 62 develop content campaign to campaign and only 14 surveyed rated themselves highly on delivering value back to the business from content marketing The two statistics are unavoidably related It is why you should document your content marketing strategy 5 Marketers struggle to create more powerful content that customers value The Forrester report urges marketers to move from a product and service focus to producing more insightful and engaging content A consistent programme of client led articles videos webinars and other insights will build the trust and relationships that convert interest into consideration While 71 of respondents say that their content frequently features case studies or customer stories only 3 admit that they ve made this a primary focus of their efforts 6 You should deliver insights that buyers can use New ideas and thought leadership insights demonstrate that you understand the market and are thinking about your clients real business issues It also creates conversation starters with C suite clients The point is to build a relationship based on offering existing and prospective clients more than just a service or product but an ongoing partnership that is consistently beneficial to both parties 7 Connect content to business outcomes to boost maturity Marketers still struggle to demonstrate a meaningful correlation between content production and business results To advance content maturity beyond early stage levels the report recommends that marketing leaders should Consistently incorporate customer feedback into editorial processes Document the content strategy and hold business teams accountable to guidelines Establish an editorial board chartered with extending best practices company wide Arm field teams with technology and processes that fuel demand and manage content Refine metrics to demonstrate clear correlations between content and business outcomes Content with a purpose Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about features and benefits to delivering valuable information that drives business results The changes enabled by digital technologies have happened at such a fast pace that there has been a power shift towards the customer that has affected everything from social interaction to how we do business Digital disruption is both a threat and an opportunity but for marketers

    Original URL path: http://www.gristonline.com/insight/blog/2014/11/13/b2b-content-marketing-survey-highlights-gaps-strat/ (2016-02-15)
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  • Writing an effective creative brief | Grist
    to document and illustrate your target audience These are normally short bios or narratives what potential clients look like what they want and most importantly what you want to give them The more granular these pictures the better chance your agency has of reaching them Include all relevant stakeholders Soliciting input from all relevant stakeholders in the brief s creation will increase the chance of success Involving the fee earners early will avoid sticky conversations when it comes to approvals later on Communicating effectively with your agency will allow them to own and believe in the project And including members of your internal team will provide a focal point for your marketing knowledge and a referral source for later stages Keep it brief Keep it relevant and to the point The goal of your brief is not to demonstrate your knowledge of the creative process but to craft a document that will help to guide others Be clear and direct and avoid using jargon marketing buzzwords or other corporate speak which will just serve to confuse 10 key components of an effective creative brief Overview A short description of the project and its purpose Objectives Brand awareness changing perception sales leads Target audience Company size job title sector stage of buying process Messaging What is it you want your audience to think do Competitive positioning Competitors differentiation and what it looks like from a client s perspective Tone of voice How you want to talk to your audience Deliverables Exactly what you are looking for Budget The financial resource available for the project Schedule When the deliverables are needed Approvals Who will be involved in the approval process Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent

    Original URL path: http://www.gristonline.com/insight/blog/2014/08/06/writing-effective-creative-brief/ (2016-02-15)
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  • Content marketing reading list | Grist
    confessed media creator and online marketing consultant it does have useful case studies which reveal how companies have successfully spread their ideas through blogs YouTube Facebook Twitter Google and other platforms but like all guides trying to cover the whole market it has limited depth Content Marketing by Rebecca Lieb tells us to think like a publisher and build a digital content strategy that embraces words images and multimedia to systematically enhance consumer engagement and conversion rates Given our backgrounds at The Economist and FT we liked the practical guidance for listening to conversations about your brand products and services responding and effectively informing those conversations and the warning that content provision is the first step in a long process Also mentioned by more than one marketer were Inbound Marketing Halligan Shah The New Rules of Marketing PR David Meerman Scott Digital Impact Mayar and Ramsey and Understanding Digital Marketing Ryan and Jones All of which like the first two are available from Amazon Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of marketing communications including integrated content marketing programmes web development thought leadership and video Prior to founding Grist Andy was marketing director at the Economist Intelligence Unit in London and New York View bio Contact details 44 0 20 7434 1445 Email LinkedIn Profile Follow on Twitter Related Articles How to choose topics for B2B thought leadership The best thought leadership campaigns can build awareness trust and quality leads for B2B firms But poor planning and topic selection can undermine your chances of success Optimising B2B content for search and social alchemy The quality control of content marketing remains a major challenge Discover the dark arts of online editing

    Original URL path: http://www.gristonline.com/insight/blog/2014/07/09/content-marketing-reading-list/ (2016-02-15)
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  • In memory of Gail Hinkinson | Grist
    first thing you noticed about Gail was the voice an arresting rasp somewhere between Mariella Frostrup and Marge Simpson used to devastating effect in bringing reticent marketing directors under her spell Those who dared to refuse her calls were given short shrift and it wasn t uncommon to hear her educating reception staff in phone etiquette and the art of message taking A slender frame belied a formidable fighting spirit that had seen her through difficult times Her ability to adapt in the face of adversity was admirable finding new opportunities despite putting others needs before her own The unsociable hours of her early career in stage management proved incompatible with life as a single parent so Gail forged a new route in business development freelancing for a number of different agencies and thriving in the vibrant communities she encountered She also found time to retrain as a specialist dyslexia tutor ensuring her beloved son Sam received the very best support through his schooling and providing specialist help for pupils at Birkbeck and other universities Gail s theatrical and television background meant she was never short of a story or two Her withering critiques of some of the leading lights of the thespian world Oh total diva couldn t stand him could deflate egos at a hundred yards Although there were few topics where Gail was lost for words she never spoke about her illness I have no doubt that she probably saw beating cancer as another thing to tick off the to do list but sadly even a force of nature like Gail couldn t overcome this one Gail s family have asked for donations to be made to Macmillan Cancer Support www macmillan org uk in her memory Author Phil Harding Phil manages a growing portfolio of financial

    Original URL path: http://www.gristonline.com/insight/blog/2014/07/01/memory-gail-hinkinson/ (2016-02-15)
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  • Ten tips for successful business blogging | Grist
    to What do they want to know Which types of content are most appealing Find your voice Blog posts tend to be informal Be personal to the extent your audience and subject matter will allow Let your individual voice and personality come through Have a clear message Readability is key Less is more stick to one topic per post Post consistently Regular updates are essential for developing your readership Use an editorial calendar to plan posts ahead of time Deliver non branded content Save the self promotion for your advertising Use your blog to demonstrate knowledge of the industry and address common questions or timely issues Engage Respond to comments Thank readers for taking time to participate Encourage sharing Link and tag Blogs can greatly assist your SEO efforts Link where appropriate and tag all posts with relevant keywords Ensure your blog is clearly connected to your website Invite guest bloggers to post Offering views from a range of writers is a great way to keep content fresh and bring new readers to your blog Would you share it Before posting ask yourself is this something you would find interesting or valuable enough to share with others Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of marketing communications including integrated content marketing programmes web development thought leadership and video Prior to founding Grist Andy was marketing director at the Economist Intelligence Unit in London and New York View bio Contact details 44 0 20 7434 1445 Email LinkedIn Profile Follow on Twitter Related Articles Optimising B2B content for search and social alchemy The quality control of content marketing remains a major challenge Discover the dark arts of online editing that can

    Original URL path: http://www.gristonline.com/insight/blog/2014/06/18/ten-tips-successful-business-blogging/ (2016-02-15)
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  • Unlocking great thought leadership through the interview process | Grist
    conversation will add an extra dimension to comment bringing out the subject s personality through their word choices and speech patterns And be on time for an agreed appointment but be prepared for an interviewee to change plans will little or no notice Know your topic Research is crucial Without a basic understanding of the subject matter you will not get to the heart of the issue Flailing to cover up a lack of knowledge torpedoes your credibility Do what you can to get a grasp of the topic but be honest a candid admission that you are not an expert will encourage the interviewee to explain in a way that is easier for your readers to comprehend You should always show interest in what your interviewee is telling you It is important to them Get what you need While courtesy and civility are crucial never forget that you are in the driving seat Think carefully about where you want to get from an interview and don t be afraid to politely steer a conversation that is veering off course You should aim for a discussion which results in usable quotes that are self explanatory Avoid anything that can be answered with a yes or a no Questions that start with how and why tend to give the best responses Ask the most important question first An interviewee pressed for time may have to cut the interview short Always remember that you are there to get the perspective of the interviewee not give your own Keep your talking to a minimum to ensure the best use of time You will find that disappointing responses are often because an interviewee doesn t understand what you want from them In this situation take the time to explain the project and how the

    Original URL path: http://www.gristonline.com/insight/blog/2014/04/23/unlocking-great-thought-leadership-through-intervi/ (2016-02-15)
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  • Laurie Young on thought leadership | Grist
    his unexpected and untimely death last year The book is erudite and serious as expected but it s also very practical exploring what thought leadership is how it s created and how it s deployed to best advantage Laurie steers clear of the usual business book jargon and hyperbole providing realistic insight into the strategy and process of creating thought leadership He also provides many genuinely valuable in depth case studies on a range of leading firms including McKinsey Allen Overy Fujitsu Unilever Deloitte Philips and IBM His sub title is Prompting businesses to think and learn it could easily be Prompting businesses to seek your advice For all firms looking to engage clients and prospects in intelligent conversation and to communicate complex messages about their proposition I d regard this as must read More details on Amazon Author Mark Wellings Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients Prior to co founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London View bio Contact details 44 0 20 7434 1447 Email LinkedIn Profile Follow on Twitter Related Articles How to choose topics for B2B thought leadership The best thought leadership campaigns can build awareness trust and quality leads for B2B firms But poor planning and topic selection can undermine your chances of success Optimising B2B content for search and social alchemy The quality control of content marketing remains a major challenge Discover the dark arts of online editing that can help you turn base content into digital gold A resolution for B2B content marketing in 2016 With the new year well underway you

    Original URL path: http://www.gristonline.com/insight/blog/2014/04/16/laurie-young-thought-leadership/ (2016-02-15)
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