See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.
The PESO model, which Dietrich developed, is a strategy that heralds the integration of paid, earned, shared, and owned media in order to deliver integrated marketing strategy, extend reach, and establish brands as leaders within their industry.
With content creation an industry standard and competition for influencer attention ever increasing, implementing an integrated paid, owned, earned, and shared content strategy is paramount. The key, though, is to treat each influencer campaign uniquely.
Becoming a data-driven organisation doesn’t just rely on the right technology, structure and processes. The human element is key, and without the right skills, qualities and roles, any effort to be successful at data-driven marketing is destined to be a massive flop. The kinds of skills that support a data-driven philosophy are rich and varied.
‘The team needs to be technically savvy,’ says Jim Sterne, Founder of the Digital Analytics Association. “They don’t need to be technologists, but they do need to understand how the Internet functions at the bits-and-bytes level, so they can make the most of it at the human level. The team needs to understand how data is collected and where it may have weaknesses so they can make informed decisions about which numbers to trust and in which situations.”
Content as a marketing strategy is reliable and cost-effective, but only if it generates high-quality leads. To succeed, you must not only create and promote content, but also analyse and optimise the content.
If you are uncertain what content creates the highest return-on-investment, you are most likely spending time and money creating content that does little – or could do more – to contribute towards reaching your online marketing goals. An immediate return-on-investment is rare and not without much anxiety. However, when content does take hold, the benefits can be quite rewarding. But you’ll only know that once you start to measure.