What’s the difference between brands who succeed and those who struggle to make content marketing work? While the answer is certainly quality in many cases, it’s also much more complex than that. Content marketing programs can fail due to a lack of a defined mission, poor goal-setting, or even a poor understanding of how the brand’s buyer personas engage with [...]
Image Credit: graur codrin/freedigitalphotos.net 76% of today’s marketers think their profession has changed more in the last two years than it did in the previous 50. It’s a staggering thought, but it’s likely not far off the mark. As brands struggle to keep up with quickly-changing consumer behaviors, many traditional marketing programs are being rebuilt from the ground up. As [...]
Would you rather buy from a brand with fragmented messaging, or one with consistent communications? Chances are, the mixed messaging from the first option won’t even make much of an impression. Aberdeen Research has discovered that 65% of best-of-class marketers work to integrate their communications, compared with just 51% of their peers as a whole. Without consistent, clear messaging in [...]
Outsourcing – almost everyone is doing it. Research by Mashable has found that 62% of brands are currently using external contractors, a figure that’s grown significantly in recent years. Why is the decision to outsource marketing on the rise? As brands increasingly invest in digital outreach, there’s a new need for specialists. It can be impossible for companies of any [...]
