Perspectives: Marketing Insights You Can Use Right Now

I already have a blog. Why should I care about LinkedIn Pulse?

Posted by Laura Costello on Jul 20, 2016

Content marketing: “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action”  - Content Marketing Institute

As a marketer in 2016, there is no doubt you are aware of the importance of content marketing. A well thought out content marketing strategy allows marketers to hone in on their target audience, define what their needs are, and provide them with relevant insights. In fact, according to the Content Marketing Institute’s B2B Content Marketing 2016 report, 88% of B2B marketers report using content marketing as a component in their marketing plans – making up an average of 28% of their annual marketing spend.

But with all of this adoption, the amount of content available for consumption every day can be overwhelming. Between blog posts, article shares on Twitter and LinkedIn, videos, webinars, infographics, Slideshare, e-newsletters, etc. – it often feels like an insurmountable task to stand out from the crowd and get your message read by the right people.

The good news is that it is not hopeless – with a targeted plan in place, your message can and will be heard. But with the wide range of options for publishing and reaching your audience, how much weight should you give to social media publishing options like LinkedIn Pulse vs. self-publishing on your company website and blog?

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Topics: Internet Marketing, Inbound Marketing, Content Marketing, digital

How will you solve the content marketing challenge?

Posted by Laura Costello on Mar 24, 2016

Finding and connecting with prospects in 2016 is no longer as easy as placing an ad or sending out a direct mail piece and waiting for the leads to flow in. Today’s buyers are savvy – most will complete 70% - 80% of their research online before engaging with an organization  so it is critical that your online marketing strategy includes content that appeals to every stage in the buyer’s journey. 

But the reality of creating – and keeping current – all of that content can be overwhelming, and often feels like an uphill battle. Whether you own a small business or are part of a large marketing team, creating original content takes time, energy and focus (not to mention budget) that you may not always have available to dedicate to the task. And with research proving that the companies that post more frequently are seeing exponentially more traffic headed to their sites, all signs point to the fact that this is a task that you can not ignore. 

So how will you solve the content challenge? The good news is that there is no shortage of expert research, opinions and insights available to help set you in the right direction. Here are a few of my favorites below: 


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Topics: Internet Marketing, Inbound Marketing, Content Marketing

Why are 77% of marketers missing their revenue targets?

Posted by Bruce McMeekin on Jul 01, 2015

77% of marketers are not exceeding their revenue goals, according to a recent study by HubSpot.

No question, the focus of today’s marketing organizations is all about social media, SEO, Inbound Marketing, etc. Should it be? Of course. You cannot grow and thrive without it. But what is overlooked are the principles that those marketing disciplines are rooted in: the expertise of targeted Outbound marketing efforts. So should you shift to Outbound initiatives? Not necessarily. You need a balanced, integrated approach to become one of the 23% of marketers who are exceeding the revenue goals.

Here’s the issue—many marketers are using plans built solely around search engine marketing, social media, email marketing, or some other individual channel. Why? Because they’ve become intoxicated by the lure of astronomically high ROI claims, virtually meaningless when viewed outside the vacuum in which they are seen. This buzz has been generated by companies and people deeply invested in its success. These include companies that are still predominantly staffed by marketing automation solutions engineers, who are actually software wizards, not marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that are doing the same, but they don’t have enough experience as practitioners to execute on the very recommendations they’re recommending to clients.

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Topics: Internet Marketing, Inbound Marketing, Content Marketing, Bank Inbound Marketing

Bank marketing: Is content marketing missing from your marketing plan?

Posted by Laura Costello on Oct 14, 2014

AmeriFirst increased sales 5% by marrying content marketing with their traditional relationship strategies. 

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Topics: Bank Marketing, Banks, Internet Marketing, Inbound Marketing, Content Marketing, improve response, Bank Inbound Marketing

5 Reasons Why Colleges and Universities Should Use Inbound Marketing

Posted by Laura Costello on Oct 16, 2013

In 2013, most admissions and advancement professionals at higher education institutions have probably heard the terms "content marketing" or “inbound marketing,” but may not have a solid idea of what they mean and how they can help move prospective students through the admissions funnel. In a sentence, inbound marketing involves creating and sharing objective, informative content designed to appeal to the ideal prospective student, which in turn attracts more qualified leads to your institution and establishes a more targeted, relevant and personalized admissions experience. It truly sounds like the ideal solution, especially in the days of stealth applications! Yet, for a number of reasons, while many colleges and universities have beefed up their social media and online outreach, there are still many that haven't quite been able to find room in their budgets to pull from search programs and move further into the inbound space. So why is now the time? 

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Topics: Internet Marketing, Inbound Marketing, Content Marketing, admissions marketing, higher education

Internet Marketing: Key Takeaways from Inbound 2013

Posted by Laura Costello on Sep 06, 2013

It's hard to believe that two weeks has passed since Inbound 2013 came to a close. We are lucky enough to be local to the event and the four very full days at the Hynes Convention Center were a whirlwind of knowledge, content, networking, thought-sharing, content, insight...and you guessed it, more content. 

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Topics: Internet Marketing, Inbound Marketing, Inbound Marketing, Content Marketing

Internet Marketing: 3 Reasons to Add Video to Your Business’ Website

Posted by Laura Costello on Jun 07, 2013

It’s happened to all of us. You’re innocently searching the web for something that should take 3 minutes to find when you stumble upon a video that somehow sucks you in…and before you know it, 10 minutes has passed and you’re still stuck on that website. So why shouldn’t this same thing happen with your prospects on your website? If you’re not taking advantage of how easy it is to add videos to your site these days, you should. Here's why...

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Topics: Internet Marketing, Inbound Marketing, video marketing

Internet Marketing: Why start a blog, anyway?

Posted by Laura Costello on Jun 05, 2013

Starting a blog can be difficult for a number of reasons.  Many organizations have avoided doing so for so long, and have finally read something where they have been told how important it is to start one (most likely in a blog!).  In this post, I will review some of the top excuses we have heard for not starting a blog and once and for all, get those the last few stragglers to start a blog and maintain it consistently. Or at least start thinking about it further!  

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Topics: Internet Marketing, Direct Marketing, Inbound Marketing

Internet Marketing: What's all this buzz about "Creating Content"?

Posted by Laura Costello on May 22, 2013

Over the past decade or so, the word "content" has become increasingly popular in the world of marketing. Marketers have always needed a bit of a creative edge - and that is becoming even more the case. Creating content has always played a part as well, and while content creation sounds very easy to do at a surface level, once you start to think about how to relate new content back to your particular business, many of us can hit a wall.  

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Topics: Internet Marketing, Inbound Marketing, Content Marketing

Internet Marketing: Thoughts on NEDMA 2013

Posted by Laura Costello on May 17, 2013

This post is part of a series about Internet Marketing.

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Topics: Internet Marketing, NEDMA, Direct Marketing