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6/21/2018 - 29 Simple Ways to Grow Your Email List
I have some bad news: Your email marketing database degrades by about 22.5% every year. Your contacts' email addresses change as they move from one company to another, opt-out of your email communication, or abandon that old AOL address they only use to fill out forms on websites. view more…
Source: HubSpot

6/21/2018 - The Ultimate Guide to UX Design
Think about a website or app you love. What do you love about it? The ease of gathering relevant information? Or how you can buy something in one-click (and have it delivered tomorrow)? Or how quickly it answers your questions? view more…
Source: HubSpot

6/21/2018 - 13 Non-Technical Ways to Make Your Computer Run Faster
If your computer is constantly cursed by the spinning wheel of death, or you feel like you’re using a 90’s Netscape browser to surf the web, fear not -- it doesn’t necessarily mean you need a new computer. view more…
Source: HubSpot

6/21/2018 - CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox
In a digital marketing career that has spanned numerous roles, often with a heavy focus on SEO, Courtney Cox has watched plenty of trends come and go. But like many of us, she’s convinced that answer boxes (or “featured snippets,” or “position zero,” as you will) hold the key to search success going forward. Not [...] The post CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox appeared first on Online Marketing Blog - TopRank®. view more…
Source: TopRank®

6/21/2018 - UX vs. UI: What's the Difference?
Understanding the difference between UX and UI can get confusing -- the roles work closely together, and sometimes the terms are used too ambiguously to firmly understand either one. view more…
Source: HubSpot

6/20/2018 - How to Actually Monetize Facebook Traffic with Messenger
For years, Facebook has been one of the best places to build and reach your audience. Over that same period of time, though, it's become much more of a pay-to-play channel. view more…
Source: HubSpot

6/20/2018 - Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros
Spot on. via GIPHY Exactly. via GIPHY Truth. via GIPHY Accurate. via GIPHY Yaaaaaaaaaas! via GIPHY It’s hard to contain the excited, “uh huh” head nodding when you read, watch, or listen to a piece of content that really hits home … strikes the right chord … illuminates something deep inside your soul. And for us marketers, these moments should remind us of an important digital marketing truth: Creating content that resonates is key to building rapport, credibility, and trust with our audience, and, ultimately, driving marketing results. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle—and that you may be worth paying attention to. In my time at TopRank Marketing, I’ve had the pleasure of reading, watching, listening, and talking to some of our industry’s brightest minds as they share insights or tips that really resonated with me as a content writer and strategist—teaching me and reminding me of the importance of resonance in the content we create and how we share it with our audience. Below I share some of those lessons that you can hopefully use to create more meaningful connections across channels with your content. #1 - Comedy creates some of the most intimate connections. As part of our Behind the Marketing Curtain series, I was lucky enough to speak with Tim Washer, a comedy and marketing genius as well as Cisco’s Creative Director of SP Marketing. As he shared his story and his perspective on comedy in marketing, his lesson in resonance was quite simple: Comedy demonstrates empathy—and empathy creates connection. Let’s face it, a lot of true comedy comes from pain. So, when we can come out and touch on a customer pain point, we show them that we understand their point of view. When we do something that is self-deprecating, when we look vulnerable, and when we let our guard down a little bit that’s when we make a connection. These days, there’s so little content out there that truly connects with people. … So much of marketing is telling people how great we are. But with comedy—especially in the form of video—we can show them that we’re not always going to tell you how great we are. And if you can make someone laugh, that is the most intimate connection you can make. Marketers need to let their guard down if we want our customers and buyers to do the same—and you can do this “on brand.” Good comedy is certainly an art; you don’t just throw “something funny” at your audience. Use your audience and their pain points as your guide to thoughtfully create content that will connect and make them giggle. Read my full interview with Tim. Follow Tim on Twitter or LinkedIn. [bctt tweet="If you can make someone laugh, that is the most intimate connection you can make. - @timwasher #LessonsInResonance #ContentMarketing" username="toprank"] #2 - If you want to connect with your audience, be dedicated to helping them learn. A common goal for many brands want to build thought leadership by creating authoritative, credible content. But pushing your amazing product or service is not how you get there, as Mina Seetharaman, Executive Vice President and Global Managing Director of Content and Marketing Solutions for The Economist Group, told us in our interactive, supercharge your digital marketing infographic. Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues. People are constantly searching for answers to their burning questions and resources that will help them learn and find ways to solve their problems. When you make it a point to be the best answer for their inquiry, you have the opportunity to make a real impact. Find more tips for supercharging your digital marketing. Follow Mina on Twitter or LinkedIn. [bctt tweet="True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues. - @minaseeth #LessonsInResonance #ContentMarketing" username="toprank"] #3 - Less is often more. 2017 marked my first trip to one of the industry’s biggest events: Content Marketing World. While there, I attended the incomparable Ann Handley’s session. There she revealed five “radiant” writing secrets inspired by the classic novel Charlotte’s Web. The MarketingProfs Chief Content Officer’s session was designed to help content writers become more thoughtful in how they approach content and make an impact on their audience. Ann challenged us all to: Think of how Charlotte was able to save a life with just [a few] words. How can we use our words more intentionally? How can we make a difference? It’s certainly no secret that we’re living in a world of content abundance. But if we want to create content that really resonates and makes our audience feel something, we need to remember that less is often more. Read more from Ann’s session. Follow Ann on Twitter or LinkedIn. [bctt tweet="Less is more in writing. How can we use our words more intentionally? How can we make a difference? - @annhandley @MarketingProfs #LessonsInResonance #ContentMarketing" username="toprank"] #4 - When it comes to social content, don’t let your personal brand get in the way of your brand’s message. Once again, our Behind the Marketing Curtain series gave me the honor of speaking with social, content, and customer experience wiz Beverly Jackson, now Vice President of Social Portfolio Strategy for MGM Resorts International. When asked about a bad social media habit marketers needed to drop, her immediate response was: Too much self-promotion that gets in the way of a brand’s story: The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects—not the marketers. And the bottom line is: marketers should never get in the way of that relationship. Your brand needs to own the relationship with the audience if you want to make an impact. Of course, you should do what you can do evangelize your brand, but don’t confuse your audience by using your brand and its content to propel your profile. It can backfire. Read my full interview with Beverly. Follow Beverly on Twitter or LinkedIn. [bctt tweet="#SocialMedia allows brands to create one-on-one relationships with their customers and prospects. Marketers should never get in the way of that.  - @bevjack #LessonsInResonance #ContentMarketing" username="toprank"] #5 - Don’t settle for crappy content—your audience (and search engines) certainly won’t. In the fall of 2017, my talented colleague Joshua Nite made his speaking debut at a local bloggers’ event. During his presentation, he declared that it was time to flip the script on how we craft content. With search engines getting smarter and our audience being more self-directed in research than ever, Joshua said making the switch from SEO-driven content to content-driven SEO is the key to resonating with both readers and robots. There’s never been a better opportunity to write great content that people actually want to read and that will get seen in search results. So, go forth and be awesome. And please, please—don’t settle for writing crappy content. While seasoned marketers may say “duh” to this little reminder, I’d wager we all have room for improvement here. So here it is: We can’t settle. We need to innovate. We need to be thoughtful. And above all, we need to create content that our audience will actually enjoy reading. Read more from Josh’s presentation. Follow Josh on Twitter or LinkedIn. [bctt tweet="Go forth and be awesome. But please, please—don’t settle for writing crappy content. - @NiteWrites #LessonsInResonance #ContentMarketing" username="toprank"] #6 - Your audience is already telling you how to connect with them. Another pro I had the pleasure of interviewing for the Behind the Marketing Curtain series was author, customer experience and social media expert, and marketing veteran Dan Gingiss, now the Vice President, Strategic Group for Persado. While much of our conversation focused on social customer care, Dan said something simple—and perhaps even obvious—but it’s a good lesson nonetheless: Always be listening. People will generally tell you everything you need to know about your business—what’s working, what needs fixing, and what could be your next big hit. Marketers need to embrace the feedback, including compliments, questions, and complaints. From social media comments to customer surveys to inquiries or sales calls, brand or company has access to direct feedback from their ideal customers or buyers. They’re giving you an opening to make a connection. Use it to create content that answers their burning questions, quells their top concerns, or empathizes in a way that sparks agreement and head nodding. Read my full interview with Dan. Follow Dan on Twitter or LinkedIn. [bctt tweet="Always be listening. People will generally tell you everything you need to know about your business. - @dgingiss #LessonsInResonance #SociaMedia" username="toprank"] #7 - “Story” is everything—and influencers can be compelling characters. My most recent interview introduced me to Ursula Ringham, SAP’s Head of Global Influencer Marketing. As we chatted, a constant reference point was what she called her “love of story”—something that’s guided her throughout her career and something all marketers need to reinvest in. And influencers can help. In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with. At a time when content is absolutely everywhere—and consumer trust is diminishing—marketers and brands need to be in the business of storytelling if you  want your content to resonate, inspire, and build trustful connections with our audience. You need to commit. You need to be thoughtful. And you need to consider who (e.g. internal or external thought leaders, current customers, prospects, employees) can help you tell that story. Read my full interview with Ursula. Follow Ursula on Twitter or LinkedIn. [bctt tweet="In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. - @ursularingham" username="toprank"] #8 - Invite your audience to be part of the content creation process. When most modern marketers think of content co-creation, they likely think of partnering with industry thought leaders. Of course, this is a method we at TopRank Marketing absolutely believe in. But one co-creation opportunity marketers may not take advantage of, is partnering with your audience, as Dave Charest, Director of Content Marketing for Constant Contact, shared in Content Marketing Institute and TopRank Marketing’s “The Ultimate Guide to Conquering Content Marketing” eBook. When it comes to content creation, far too often content is created in a meeting room with a bunch of marketers without any thought for the day-to-day reality of the person consuming it. BIG mistake. Level up your approach by creating content in partnership with members of your target audience. By including your audience in the creation process you’ll better understand what you need to create and how you need to create it. You’ll no longer be working in a vacuum and your content will better resonate with those you’re trying to reach. There may be no better way to ensure a direct connect with your audience than asking them to be apart of your content process. From social media polls and other UGC to spotlight interviews or guest posts, there’s a range of ways you can include your target audience in the content creation process. Follow Dave on Twitter or LinkedIn. [bctt tweet="By including your audience in the content creation process you’ll better understand what you need to create and how you need to create it. @DaveCharest #LessonsInResonance #ContentMarketing" username="toprank"] #9 - Marketing integration is a must to deliver the best answer. As a digital marketing industry veteran, perhaps one of TopRank Marketing CEO Lee Odden’s most famous lines is: “Be the best answer for your audience wherever and whenever they’re searching.” When you become the best answer, you become sticky for your readers—and integration is key to achieving best-answer status. This quote sums it up well: With content marketing so popular among brands and content high in demand from customers, why are many B2B marketers so challenged to stand out and be effective? One reason is that the inherent pressure to produce can result in content that does not resonate. ... The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. That is why an effective content marketing program is customer-centric and incorporates data from SEO, insights about format and topics from social media, topical relevance of content from buyer persona research, and awareness of what effect media and influencers can have on buyers’ research and purchasing decisions. Read more from Lee on the importance of being the best answer in B2B marketing. Follow Lee on Twitter or LinkedIn. [bctt tweet="The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. - @leeodden #LessonsInResonance #ContentMarketing" username="toprank"] #10 - Resonance is rooted in long-held content marketing best practices. No marketer has been untouched by the teachings of Joe “The Godfather of Content Marketing” Pulizzi. As someone who was relatively green in digital marketing when I joined TopRank Marketing back in 2015, Joe and the Content Marketing Institute (CMI)—along with my in-house team—were incredible resources as I learned the ropes. One of the first pieces I read featuring Joe’s insights was from a session we covered at Social Media Marketing World back in 2014. His message was simple, but it’s something we all need a little reminding of from time to time: If we only talk about ourselves, we’ll never reach customers. Content marketing evolved out of the need to meet our audience where and when our audience is searching—and at whatever point they may be in the buying cycle. And ensuring that we’re answering their questions and educating them—not just pushing our product or saying how great we are—is a basic yet still-relevant best practice we should never lose sight of if we want to connect with our audience. [bctt tweet="If we only talk about ourselves, we’ll never reach customers. - @JoePullizi #LessonsInResonance #ContentMarketing" username="toprank"] Follow Joe on Twitter or LinkedIn. Go Forth to Create and Resonate Another incredible marketing mind, Jay Acunzo, recently shared this go-to, “classic content marketing combo” tip. And it pretty much sums everything up: Prioritize resonance over reach, and the latter (everything else you seek do do as a marketer) gets far easier. Audiences want to connect with brands and companies that “get it.” So, give your audience great content. Give them guidance. Give them insight. Give them answers. And give them resonance. Ready to create content that resonates? Take a cue from TopRank Marketing Nick Nelson and Honest Abe. Read our post on how to build trustful connections through storytelling. Disclosure: SAP and Content Marketing Institute are TopRank Marketing clients. The post Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros appeared first on Online Marketing Blog - TopRank®. view more…
Source: TopRank®

6/18/2018 - Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing
Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects. The Hype Cycle goes like this: A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing. There are wild predictions about how the thing will revolutionize the world. People scramble to get on board with the thing before they even understand it. The new thing doesn’t measure up to elevated expectations. People get disillusioned with the thing and decide it’s worthless. People actually learn how the thing works, get sophisticated in using it. The thing turns out to be pretty awesome and is used productively. Marketers are just as susceptible to the hype machine as anyone else is. More so, even. Think of content marketing: We went from “content is king” to “content shock” in just a few years, and we’re just now hitting the plateau of productivity. Now it’s influencer marketing’s turn to ride the downhill slope to the trough of disillusionment. It’s inevitable. We started with high expectations, a ton of hype, and a lot of investment before people really knew what worked. Now the backlash is hitting. The latest Sprout Social Index is particularly sobering. Only 46% of marketers are using influencer marketing. Only 19% said they had the budget for an influencer program. And on the consumer side, people say they’re more likely to take a friend’s recommendation on social media than take an influencer’s word for it. In other words: The party’s over. Now the real work begins. It’s time to redefine influencer marketing, get more sophisticated, and get productive. Here’s how to get out of the trough: #1 - Redefining Influence In the B2C world (and even in the B2B realm), influence and celebrity are often treated as synonyms. Whether it’s Rhianna or Matthew McConaughey or Pewdiepie, it’s people who have audiences in the millions. There’s some differentiation for relevancy — this YouTuber does makeup tutorials, that one is a gamer — but it’s mostly a numbers game. It’s paying people with huge followings to throw some attention at your brand. As Ursula Ringham, Head of Global Influencer Marketing for SAP*, told us in a recent interview on social and influencer marketing: "People often think that influencer marketing is all about celebrities hawking a product. It’s truly not about that—especially in the B2B realm. It’s about highlighting experts who have real experience on the business challenges a brand’s audience faces." To become more sophisticated, you need to rethink what it means to be influential. Sure, a mega-star with a huge following is great — if they are relevant to your specific target audience and if their participation doesn’t break the bank. However, you can get amazing results working with influencers like: Thought leaders in the industry with a small but prestigious network Experts with radical new ideas who are poised to become thought leaders Subject matter experts within your own company Prospective customers from influential brands you want to work with Employees who will advocate for your brand given direction and material That last one is crucial. Inspiring your internal influencers can give your content a massive boost in reach — LinkedIn* estimates that the average employee has a network 10x bigger than the brand’s social reach. Sprout says, in the key findings of their report: “Social marketers in 2018 see the value in employee advocacy as a cost-effective, scalable alternative to influencer marketing.” I would say “addition” rather than “alternative,” but it’s definitely an undervalued tactic. Our experience is that a combination of industry and internal influencers can yield the most effective results. SAP Success Factors incorporated industry influencers, internal subject matter experts, partners and clients on a program that exceeded the lead generation goal by 272% with a 66% conversion rate. The bottom line is, when evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, and level of engagement are all indicators influence, too. And don’t forget to include your customers, prospects, and employees in your potential influencer pool. [bctt tweet="When evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, & level of engagement are all indicators influence, too. - @NiteWrites #RedefiningInfluencerMarketing" username="toprank"] #2 - Redefining Compensation The rising cost of influencer marketing is another factor that has led to the trough of disillusionment. The majority of influencer marketing, especially in B2C, has been exclusively transactional. Big brands swept up top-tier influencers, the payments kept getting bigger for smaller results, and eventually the bubble had to burst. To reach the plateau of productivity, that compensation model must change. At TopRank Marketing, we focus on building relationships with influencers and invite them to co-create with us. While there are instances in which financial compensation is part of the partnership, most often the compensation is the same both for our client and the influencer: A cool, valuable asset to share Cross-promotion to each other’s audiences Boost to thought leadership Access to a community of thought leaders The relationship model is far more sustainable than a transactional-only approach. Again, if there is an influencer who prefers a transaction, and is of high value to the client, we’re not opposed to financial compensation. But these cases should be the exception, not the norm. #3 - Redefining Measurement Proving ROI is a crucial part of making your influencer marketing more sophisticated. Without the ability to show what your influencers have accomplished for the brand, it’s hard to sell management on continued investment. It all starts with measurable goals and KPIs that hold your influencer marketing to the same standards as every other tactic you use. Tracking performance against those goals is the next step. We all have access to the tools and tech for this kind of measurement. We just need to use them more effectively to show how influencers are effective throughout the entire buyer’s journey. Right now, marketers tend to focus on the top of funnel metrics, because they’re easy to measure: Social reach, influencer participation, engagements, likes, comments. You need to get more granular than just those raw engagement numbers. You need to get from engagement to action. When you’re ready to amplify, give each influencer a custom URL to share. Then you can measure which influencers are actually inspiring people to leave social media and check out the asset you’ve created. From there, you can measure how those clicks convert to a lead capture, and track the lead through your pipeline. [bctt tweet="We all have access to the tools & tech for better measurement of #influencermarketing #ROI. We just need to use them more effectively. - @NiteWrites #RedefiningInfluencerMarketing" username="toprank"] Redefining Influencer Marketing It’s time for influencer marketing to graduate from the Hype Cycle and become a trusted part of your integrated marketing strategy. To get to the plateau of productivity, we must discard what doesn’t work, keep what does, and refine our approach for continued improvement. It starts with reconsidering just what influence means and who has it. Once you find your true influencers, it’s about developing relationships and building communities, rather than ever-more-expensive transactions. Finally, it requires making your measurement as sophisticated as it is for the rest of your marketing tactics. We have found that influencer marketing beyond the Hype Cycle is an indispensable part of our marketing mix. The proof is in the pie: Read how our Easy-As-Pie Guide to Content Planning drove a 500% increase in leads for client DivvyHQ. *Disclosure: SAP and LinkedIn are TopRank Marketing clients. The post Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing appeared first on Online Marketing Blog - TopRank®. view more…
Source: TopRank®

6/15/2018 - Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads
As Concerns Grow Over Internet Privacy, Most Say Search & Social Have Too Much Power How Internet users perceive the influence a variety of popular online platforms have over their lives was among the subjects examined in a sizable new joint report by Ipsos, the Internet Society, and the Centre for International Governance Innovation, offering some surprising insight for digital marketers. Marketing Charts Facebook Experiments with A/B Testing for Page Posts Facebook has been trying out A/B testing of Facebook Page posts, a feature that if rolled out in earnest could eventually have significant implications for digital marketers. Social Media Today CMOs Say Digital Marketing Is Most Effective: Nielsen Study Accurately measuring digital marketing advertising spending’s return on investment remains a challenge, while the overall effectiveness of digital ad spend has grown, according to a fascinating new Nielsen study of chief marketing officers. Broadcasting & Cable Snapchat Rolls Out Option to 'Unsend' Messages, New eCommerce Tools Snapchat has added several e-commerce tools including an in-app ticket purchase solution, branded augmented-reality games, and has given its users the option to unsend messages. Social Media Today People Are Changing the Way They Use Social Media Trust of various social media platforms and how Internet users’ self-censorship has changed since 2013 are among the observations presented in the results of a broad new study conducted by The Atlantic. The Atlantic Facebook launches tool to let users rate advertisers’ customer service Facebook has added a feedback tool that lets users rate and review advertisers’ customer service, feedback the company says will help it find and even ban sellers with poor ratings. Marketing Land Google's about-face on GDPR consent tool is monster win for ad-tech companies Google reversed its General Data Protection Regulation course recently, allowing publishers to work with an unlimited number of vendors, presenting new opportunities for advertising technology firms. AdAge LinkedIn rolls out Sponsored Content carousel ads that can include up to 10 customized, swipeable cards LinkedIn (client) has rolled out a variety of new ad types and more performance metrics for marketers, with its Sponsored Content carousel ads that allow up to 10 custom images. Marketing Land Report: Facebook is Primary Referrer For Lifestyle Content, Google Search Dominates Rest What people care about and where they look for relevant answers online are among the marketing-related insights revealed in a recent report from Web analytics firm Parse.ly. Facebook was many users’ go-to source for answers for lifestyle content, while Google was the top source for all other content types. MediaPost Survey: 87% of mobile marketers see success with location targeting Location targeting is widely-used and has performed well in the mobile marketing realm, helping increase conversion rates and how well marketers understand their audiences, according to new report data. Marketing Land ON THE LIGHTER SIDE: A lighthearted look at marketing short-termism, by Marketoonist Tom Fishburne — Marketoonist ‘The weird one wins’: MailChimp’s CMO on the company’s off-the-wall advertising — The Drum TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — Why Content Marketing is Good for B2B Companies — Atomic Reach Lee Odden — Top 2018 Influencers That Might Inspire Your Inner Marketer — Whatagraph Lee Odden — Better than Bonuses: 4 Motivators that Matter More than Money — Workfront Anne Leuman — What’s Trending: Marketing GOOOOOAAAALS! — LinkedIn (client) Thanks for visiting, and please join us next week for a new selection of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel. The post Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads appeared first on Online Marketing Blog - TopRank®. view more…
Source: TopRank®

6/14/2018 - CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain
Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact. But how can enterprise brands scale personalization efforts in a way that is efficient and effective? Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable. Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible. Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.   What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities? At Adobe, I focus on content marketing, digital asset management, and personalization at scale. Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them. Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices. You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard? First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery. Establishing and aligning these functions with each other is the first block in a strong foundation. What we are doing here is leveraging the centuries-old concept of "divide and conquer," where we break personalization down into manageable stages. Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions. While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far. Which prevalent pitfalls are preventing content from connecting with its audience, from your view? We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps. It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating. To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content. Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact? Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain. Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once. Where do you see the biggest influences of technologies like machine learning and automation in the world of content? Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most. Things that take weeks and months will gradually be performed in the background. By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before. Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals? Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later. A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals. Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from. Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply? Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do. My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines. Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before. Which speaker presentations are you looking forward to most at Content Marketing World 2018? I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about: Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed. Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of. Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with. And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday. Ready Player One Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier. Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below: The post CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain appeared first on Online Marketing Blog - TopRank®. view more…
Source: TopRank®

6/1/2018 - Conversion Marketing and Landing Page Optimization: Don’t overlook the center of your marketing investment
Don't lump landing page optimization into conversion marketing. Read on for an explanation of why LPs are essential to modern marketing, and a specific example of what happens when you overlook LPO. The post Conversion Marketing and Landing Page Optimization: Don’t overlook the center of your marketing investment appeared first on MarketingExperiments. view more…
Source: MarketingExperiments Blog

4/27/2018 - Marketing Leadership: Aligning the entire team around the unifying vision is an integral part of project management
World-shaking ideas only get you so far. You actually need to get stuff done to actually make that impact. Read on for ideas on managing your testing, website redesign, product launch, rebranding, replatforming or other projects. The post Marketing Leadership: Aligning the entire team around the unifying vision is an integral part of project management appeared first on MarketingExperiments. view more…
Source: MarketingExperiments Blog

4/20/2018 - Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center
Marketers have several assumptions. Long form pages don’t work. Call center employees should be measured by average time of call. Try to sell any customer that comes your way. We recently interviewed Denis Mrkva, General Manager, HealthSpire, a startup within Aetna. He shared with us how he is challenging assumptions like these, and generating a big increase in leads in the process. The post Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center appeared first on MarketingExperiments. view more…
Source: MarketingExperiments Blog

4/19/2018 - Adding Content Before Subscription Checkout Increases Product Revenue 38%
Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But that wasn't the case for iReach. The post Adding Content Before Subscription Checkout Increases Product Revenue 38% appeared first on MarketingExperiments. view more…
Source: MarketingExperiments Blog

4/4/2018 - Mental Cost: Your customers pay more than just money
If you don’t understand them well, mental costs can be detrimental to conversion because they add to the cost of the decision beyond just the price of a product. The post Mental Cost: Your customers pay more than just money appeared first on MarketingExperiments. view more…
Source: MarketingExperiments Blog

International News

6/21/2018 - Four new board members for SMP
Judith Donovan, chair of the SMP, a professional body that represents 150 mailing houses across the UK, said the board was raised from 10 to 14 members to “widen the type of representation”, but in particular... view more…
Source: PrintWeek

6/21/2018 - New owner for Four Way Print and sister firm
Cornwall-based B1 printer Four Way was sold to business consultant John Freeman on 17 May, after director Stephen Shaw decided to retire. Shaw's fellow directors, sales director Stephen Lewis and production... view more…
Source: PrintWeek

6/21/2018 - Clifton Packaging in Koenig & Bauer spend
The KBA Flexotecnica Evo XD was installed at the Leicester-based company’s 6,500sqm premises earlier this year and has been fully up and running “almost non-stop” for around two months. Primarily used... view more…
Source: PrintWeek

6/21/2018 - Perfect Colours takes on NS Multi LG exclusive UK distribution
New Solution Engineering launched its new model at Fespa in Berlin last month and the first one in the UK arrived at an undisclosed location in the Midlands last week. The device costs just over £80,000... view more…
Source: PrintWeek

6/21/2018 - Roland DG and Epson haul aids expansion at Reproflex 3
All three machines were taken on in April at the firm’s 1,160sqm premises in Cramlington, Northumberland. The Soljet was brought in to replace a Roland VersaCamm VS-300i graphics printer which is now... view more…
Source: PrintWeek

6/20/2018 - drupa touchpoint packaging: The intent is not to predict the packaging future but to enable it
drupa today announced the partners who will contribute to the touchpoint packaging 2020 steering committee. After a successful premiere at drupa 2016, touchpoint packaging will once again be the place to be for converters and brand owners involved within the packaging industry. view more…
Source: DRUPA

6/12/2018 - drupa Prize 2018 awarded to Dr. Lisa Handel
For her doctoral thesis on “Maschinengeschichten und Prozesswelten. Interferenzmuster des Ontomedialen zwischen Technowissenschaften und Prozessphilosophien” (Machine Stories and Process Worlds. OntoMedia Interference Patterns between Techno Sciences and Process Philosophies) Dr. Lisa Handel (33) was awarded the drupa Prize 2018. view more…
Source: DRUPA

5/21/2018 - PrintekMobile Launches NEW 4” Mobile Thermal Printer
Fast, Compact, and Lightweight 4” Mobile Printing which is ideal for field sales documents, tickets, labels and tags. view more…
Source: 1888 Press Release.com

5/10/2018 - drupa Global Trends Inkjet Spotlight 2018 – global survey confirms major impact in all markets and regions
The 5th Global Trends Report, published at the end of April, is well established as a unique annual survey of the state of print. However by definition it cannot analyse all issues in the depth the drupa team would like. Hence the Spotlight report will take one important topic each year. This year it is the impact of inkjet printing. view more…
Source: DRUPA

4/11/2018 - 5th drupa Global Trends Report reflects positive mood in the printing industry
Printers and suppliers from the majority of market sectors reported growing confidence in their companies’ economic performance. The opportunity was taken this year to track patterns of performance over the years. Packaging remains the most buoyant market and there has been a steady improvement in confidence over the five years amongst Commercial printers. view more…
Source: DRUPA

3/6/2018 - Exhibitor Applications for IPAP Printing & Packaging Expo accepted as of now
Companies interested in developing one of the most promising markets in the Near East or in further expanding their position there can apply for participation in ‘IPAP Printing & Packaging Expo – powered by drupa’ with immediate effect. view more…
Source: DRUPA