Feldman Creative » Content marketing
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Feldman Creative » Content marketing
2y ago
This is a guest post by Eleni Hagen.
Until relatively recently, many marketers were content to live and die by the sales funnel.
To review, the basic outline for said funnel looks something like this:
At the top of the funnel (TOFU), a prospect becomes aware of your brand.
In the middle (MOFU), they actively engage by expressing interest in what you sell.
At the bottom (BOFU), the prospect makes their ultimate decision and (hopefully) converts from lead to customer.
But, as with most behavioral templates, things don’t always work according to plan. Strategies can change. Pros ..read more
Feldman Creative » Content marketing
3y ago
HOW TO ACHIEVE HIGHER QUOTA ATTAINMENT AND WIN RATES WITH SALES ENABLEMENT BEST PRACTICES
“Salespeople can’t go it alone anymore in the digital era. Sales enablement is essential if the purchase cycle is long and the products and services require education and explanation. They need to be properly trained and equipped with relevant knowledge, tools, and processes from customer outreach through deal closing. This is especially true in B2B, technology or complex sales.”
~ Pam Didner, author of Effective Sales Enablement
Who needs sales enablement?
Over the last five years, the percentage ..read more
Feldman Creative » Content marketing
3y ago
Let’s jump right into some of the reasons digital marketing is such a force:
You can measure nearly every tactic you try in one way or another. Essentially, you know what is and isn’t working.
There’s a DIY approach for nearly every tactic, too.
Budget need not be an issue. It’s easy to start small and control your spend.
You can adjust on the fly.
A logical conclusion is: digital marketing is only expensive when it’s not working. So, it’s always a good time to scrutinize your goals, and performance metrics, and adopt new strategies. Let’s take a dive into a variety o ..read more
Feldman Creative » Content marketing
3y ago
Only 9% rate their content marketing strategy as excellent, so says last year’s The State of Content Marketing report by SEMRush.
That sucks. As much as 91% are burning time and money or putting a dangerous amount of faith in a marketing approach for which they lack the necessary skills.
It’s time to put more thought into your content and inject some excellence in your strategy. I have a boatload of ideas about what makes for good content, what makes for bad content, and tactics that can go either way. Let’s get into ‘em.
Good content can be… Relevant
Yeah, I suppose I’m kicking this list of ..read more
Feldman Creative » Content marketing
3y ago
Is your content seen by the audience you covet?
An insane amount of content is published on the web each day. Few companies achieve the reach they seek with the standard one-two punch of organic search and social media.
In social, it’s hard and getting harder to create the perception of “signal” in a sea of “noise.” With search, your odds get even longer. Golden though they may be, the ten slots on the first page of a search result are evasive.
The good news is there are many channels you can pursue—and even control—via content distribution with paid media. However, it’s not as though I ..read more
Feldman Creative » Content marketing
3y ago
The topic was writing, so Barry couldn’t stop blabbing. Andy kept coming at him with questions about developing a writing voice. Barry took the bait (and ate it up).
It’s a fun convo writers new and old are bound to learn something from—or have opinions about.
Highlights from the episode include:
The number one way to develop your voice as a writer
How to overcome perfection paralysis and free yourself
Writing to an audience to an audience of one
Why—and how—to copy your favorite writers
Examples of writers in content marketing who are rocking a unique voice
Exploring styles
How Andy learns ..read more
Feldman Creative » Content marketing
3y ago
“Customers expect brands to know what they’re interested in, what they need now, and even what they might need in the future.”
~ Wilson Raj, SAS
Why pursue personalization?
In his 1991 book, Relationship Marketing, Regis McKenna spoke of the age of customer-centered and knowledge-based marketing.
The One to One Future, by Don Peppers and Martha Rogers, published two years later, foretold a future where marketing and technology would marry and give birth to a new age of personalization.
Do people want personalized marketing?
They do indeed. Customers want to be understood. Though enjoying a ..read more
Feldman Creative » Content marketing
3y ago
This episode’s funny. Or at least Barry and Andy laughed a lot while recording it.
In this edition of our podcast, we challenge the idea that every piece of content has to be off-the-charts outstanding. Maybe it’s okay for “okay” to do the trick sometimes?
Highlights from the episode include:
What is medium quality content? Why publish it?
Content marketers answer their market’s common questions
Is a low competition environment the right place for mediocre content?
The multi-author news blog demands speed, not amazement.
Little bites from a big brain
In the cheese & mousetrap segment ..read more
Feldman Creative » Content marketing
3y ago
David Ogilvy famously wrote, “On the average, five times as many people read the headlines as read the body copy.”
He wrote that in 1983 and was referring to print advertising. Ogilvy loosely attributed the statement to various research entities, tests and his own observation.
I’m not saying he was wrong, but I continue to wonder why writers today quote Ogilvy as if the 5:1 ratio still holds true. You could change the 5 to 50 and you still wouldn’t even be close. Unscientifically, I’d guess 500 to 5,000 as many people read the headlines as read the body copy.
I mean, c’mon, you choose NOT TO ..read more
Feldman Creative » Content marketing
3y ago
The benefits of content marketing can be enormous. However, all too often, new entrants make the mistake of considering content marketing some form of free advertising.
Then they discover the error of their ways. (1) It’s not advertising and (2) it’s not free.
Content marketing: it's not advertising and it's not free. But the best practitioners enjoy 15 big benefits.
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Let’s put these myths to bed. You see, publishing a blog, creating a video series or podcast, populating your website with digital this-and-that, or taking to social media with regular updates—none of it’s free.
It ..read more