maria-marketo1Content marketing is essential for B2B businesses providing both qualitative and quantitative returns.  And while 6 in 10 marketers are planning to increase content marketing spends this year, success-rates still vary greatly as it’s a new concept for most.

Maria Pergolino, director of marketing for Marketo (a TopRank Online Marketing client) shared a presentation at the Marketo User Summit on getting the message out, focused on social media and content marketing tips/tricks.

How do you succeed in content marketing?

  • Create content that sells
  • Create a content map
  • Optimize content for search
  • Repurpose content
  • Learn to succeed even in situations with little or no content

We need content for nurturing, as a lead solution, for lead scoring and risk mitigation.  A lot of people don’t even consider the risk mitigation aspect – by publishing content and making people feel like your company is providing great information and is a leader, they’ll choose you.  Without content, you’ll never even have the chance to be found.

This was written and posted by Adam Singer at Top Rank Blog, for more on this story...read more.

 

Social Media Grows Up

Tuesday, August 24, 2010
Written by Doug Wade

FQA_Biz_Stone_bkt_5054Twitter co-founder Biz Stone on how the next wave of social networks will change your business.

Three years ago, Twitter was barely known outside the geeky confines of San Francisco. Today, it's a marketer's dream: a free service with an audience of nearly 125 million people, who use it to keep tabs on friends, celebrities — and their favorite companies. Co-founder Biz Stone explains what's happening, where it's headed, and how entrepreneurs can take advantage. He recently spoke with Inc. senior writer Max Chafkin.

Which approaches to social media work especially well?

There are straightforward uses. A New York City bakery uses Twitter to tell customers when the cookies are coming out of the oven, and Dell uses it to tell people about deals on refurbished computers. And then there are companies that are blending together marketing and customer support and using it to build their brands. I once sent a tweet that said, "I'm getting on a JetBlue flight," and I got a reply from JetBlue's Twitter account that said, "You should try the smoked almonds." That's customer service, but, because our conversation happened in public, it's also branding. 

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