It's already the last Thursday of the month, can you believe it? In the past four weeks we have heard from Katrina Munsell, Group Manager, Content Marketing at Microsoft; Lauren Goldstein, VP of Strategy & Partnerships at Babcock Jenkins; Jesse Noyes, Senior Marketing Leader at Kahuna; and Michael Brenner, CEO of Marketing Insider Group. If you haven't listened in, you still have a chance to catch up on this month's Content Pros guests.
Hitting Subscriber Gold with Paid Advertising
Michael Brenner is a strong proponent of using paid advertising to drive your content to broader audiences that may not otherwise go to your site. He is experienced in making a strong case to CMOs that paid is the best use of marketing dollars to elevate your content game.
Using his tips on how to frame the conversation, where to pull money to support the effort, and which platforms to approach first, even the most timid of marketers can change the mind of a stubborn CMO.
On this podcast, Michael shares the following with us:
- How the rise of ad-blockers leads to reframing the conversation around content
- Why a campaign mentality means focusing on short-term and hindering your content growth
- Why measuring the ROI of paid activity means looking more closely at your subscribers
The Staying Power of Email
It's easy to get caught up in focusing your time on learning the newest trends and apps. However, there is a familiar old friend out there sitting idle that, when harnessed correctly, can convert leads for you at a rate higher than just about any of those other social platforms.
Email, the stalwart of internet communication, is that best friend of content that you didn't know you had. Katrina Munsell's approach to crafting the perfect email has led to conversion rates of up to 50% and open metrics that are 11 times over rates from last year.
A few highlights from my conversation with Katrina:
- Why email can be the best vehicle for your content
- How focusing on the design of an email leads to better click through rates
- How multiple clicks can lead higher conversions than single clicks
Content That Solves Problem
There is such a drive to produce content these days that it's easy to get lost in the weeds and focus only on the content at hand with hardly a glance toward what's next. However, in order to really move a business forward, its content needs to serve a purpose and solve a problem.
With over 15 years of experience, Lauren Goldstein has the skills and knowledge to help B2B marketers recalibrate their content to be more effective and engaging. She has helped businesses change the conversation and define the art of what is possible for their business buyer.
Learn from Lauren about:
- How visuals lead to fulfilling content
- Why great content and storytelling means keeping the business outcome front and center in your mind
- Why bringing content to life means having a diverse set of viewpoints on your team
Understanding the Content Landscape
There is a new wave of multi-talented marketers entering the workplace and their arrival is fundamentally changing how marketing departments work from the bottom to the top. This rippling effect is requiring everybody to rethink their approach to marketing and organizational collaboration.
Jesse Noyes has experienced the evolving CMO first-hand, created departments that draw on the multi-disciplinary strengths of his employees, and mapped the origin of content throughout organizations.
Join Jesse to gain insight on:
- Why the diversifying abilities of marketing professionals means a shift in the background and focus of CMOs
- How good organizational structure leads to high velocity content
- How collaboration between marketing operations, analytics, and sales leads to a decrease in departmental contention
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