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digital marketing

I'm going to make a confession I never would have before: I'm starting to really, really love reports. I was never a numbers girl; I've always been the one to extoll the benefits and beauty of words over numbers (forgive me, math people! numbers are beautiful too!). But now, I can't enough of numbers, percentages and graphs! So it was with... unusual joy that I perused a new report, the B2B Content Marketing 2015 Benchmarks, Budgets, and Trends--North America by Content Marketing Institute and...
After a summer full of sun, fun and maybe summer work for some students, it's now time to head back to the classroom and hit the books. There's little I personally like more than back-to-school, with warm sweaters, new books, changing leaves and new learning at my fingertips--despite me not being a student anymore. So this year, I would like to share some of my knowledge and wisdom for business and marketing students beginning their degree or returning for another year. You may learn lots of...
Marketing, as a field, doesn't have the best of reputations. Despite being an essential function in any business, trust in marketers is kind of low; according to a recent survey of CEOs across the world, 80% of them don't trust marketers.  I must say to my personal defense that most marketers I know (including us!) really, really want to help produce demand for your product or service. We're interested and involved in our clients' success, and we do our best to help them achieve their goals....
One of the challenges of B2B is finding the right type of content that will interest your audience and get them to consider you as a potential provider of products or services. It's easy to see content from a B2C perspective: consumers like to get helpful information and get to trust a brand before making a purchase. But why should it be any different for B2B? After all, there are still buyers with needs, challenges and objections; they're just buying for a company rather than for themselves....
The leading edge of the Millennial generation, born in 1980, is turning 34 this year. But don't be fooled by their age; Millennials are actually very different from their 35+ counterparts, especially when it comes to media consumption and technology. Experian's Millennials come of age report highlights the major demographic, psychographic, attitudinal and behavioural trends of this generation. Here are 5 facts from this report that every marketer should know if he or she wants to succeed at...
Testimonials are a tried-and-true marketing technique that can help overcome objections and convince people to buy your product or service. They're used everywhere: on TV, in advertorials, even on the web. (We have ours too!) They're especially useful for more expensive products or services, where the investment is significant and potential customers need some reassurance that it will perform as expected. However, testimonials can be tricky; especially on the internet, they can be made up or...
It's Friday again! Yay! And Canada Day is coming up next week, so I imagine that many of you have an extra-long weekend ahead.  But an extra-long weekend is no reason to slack on our reading. As usual, I found 5 interesting pieces this week to keep you learning and investigating for just a bit more before you enjoy the official beginning of summertime. First, it seems that there is a definite decline in search engine traffic, offset by an increase in traffic from social sources. While SEO and...
When you compare the number of successful blogs against the total number of blogs that exist on the internet, you'll notice that the ratio is very, very small. Only a fraction of blogs build an audience of more than a few hundred, and only a few rare ones get subscriptions of 100K+. The blogging world gets increasingly competitive every day as individuals, the media, businesses, governments, and organizations post more content more often. Blogs are also the cornerstone of content marketing and...
I don't know a blog writer who doesn't go through writer's block sometimes. Yet to keep your website fresh and current, you need to keep updating your blog with interesting content that keeps your visitors coming back for more. So what do we do when we're really, really out of ideas and still need to write blog posts? Fortunately, there are content generators we can use to get our brains storming. In the three examples I used, you input a noun or two and the generator spits out sentences (blog...
I'll be honest right from the start: landing pages, these essential elements of inbound marketing, are difficult to get right, at least in the beginning. You're used to filling them up yourself when you see a great offer on the internet, but when it comes to doing it for your business, it's really not that simple. However, the new rules of digital marketing say that landing pages are one of the foundations of effective inbound marketing, so if you do inbound, landing pages are a must. Landing...
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