Professionals have always been told that it’s better to have a specialty than to take a jack-of-all-trades skillset. Marketers are no exception.
In the golden years of advertising, you could specialize in art, copy, or accounts. Now, as marketing is further fragmented, you could have any number of specialties—SEO, email marketing, social media, content creation, distribution, strategy, PPC, and so much more.
Individual specialties have dictated the traditional structure of marketing organizations. Teams are set up in silos and operated according to functional expertise.
This is how it’s always been done—but it doesn't have to be that way. To better engage with customers, it’s time to adopt a one-team structure in marketing.
Whether you’ve just launched a startup, are running a growing business or have opened your doors long ago but are now seeing lackluster results from your marketing efforts, one of your main considerations now may be how you can understand the millennial experience.
Marketers feel that sales don’t care enough about existing content and simply let it go unused. Sales teams say that marketers aren’t doing enough to deliver quality leads that show signs of purchase intent.
To keep you on your toes, Google recently increased its snippet lengths. Okay, we’re sure that wasn’t the reason behind the lengthened descriptions, but sometimes it can feel like it. It seems like every month new guidelines come out for better search engine optimization and we have to scramble to keep up. This time, we're talking about meta descriptions.
If you think spending on high-quality written content is a waste of money, think again. Content is teh embodiment of your marketing strategy -- it represents your brand, it sets you apart from your competitors, and with the right strategy, it turns prospects into leads and leads into prospects.