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Your Prospects Hate You: 3 Content Marketing Turn-offs You've Got to Stop

Posted by Lindsey Graff

Tue, Jul 29, 2014

Read Time: 3 Minutes

Do your prospects hate you? Even worse, do they ignore you? Here's the thing: when it comes to a successful marketing campaign, there are just as many things that you should not do as there are things that you should.

People are traditionally so worried about ranking highly in Google and reaching the widest possible audience that they fail to remember that humans, not just Google's web-crawling spiders, will eventually be reading the content that they're providing.

Steer clear of these 3 all-too-common content marketing turn-offs and become a brand people LOVE or at the very least least - a brand they no longer hate:

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Topics: Content Marketing

The Content Conundrum: How Much Do You Really Need?

Posted by Jackie Steinmetz

Thu, Jul 24, 2014

Read Time: 3 Minutes

Every marketer knows that content is essential to a sound marketing strategy. But when it comes to content and content marketing for your specific company, how much content is really enough? How much is too much, or not enough? How do you find that perfect happy medium, where you have enough content to engage, but you’re not overwhelming your audience?

The answers to these questions may not be simple, but they’re not overly complex, either. In the end, your decision about how much content you need should be the answer to just one question:

How much content does your typical buyer actually want?

There are many factors to consider; here are a few tricks that will help you figure it out:

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Stop Being Awkward!: Make Lead Scoring Natural

Posted by Steve Peck

Tue, Jul 22, 2014

Read Time: 3 Minutes

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As part of our series on making lead generation less awkward, we explored how becoming a ‘conversational marketer’ can help increase engagement with your content and increase conversion from your campaigns.

In this post, you will learn how properly scoring leads while eliminating assumptions about those prospects can help your sales team eliminate awkwardness and maximize efficiency in converting those leads into sales.

A recent Marketing Sherpa Report indicates that 61% of B2B marketers send all leads directly to Sales, however only 27% of those leads will actually be qualified. Prematurely sending leads to sales will only set up your sales team to have a series of awkward discussions with leads who might not be ready to evaluate your product, and ultimately drive the perception across your sales team that leads provided by marketing are not worth pursuing.

When a sales team chooses to ignore marketing leads, it marks the downfall of your lead generation efforts because those leads will never convert and it will become impossible to demonstrate a positive return from your marketing campaigns. The following are simple steps your team can take to ensure this doesn’t happen at your company:

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Topics: Lead Generation, Lead Scoring

Why Content Marketers Need Inventory Days Too

Posted by Margo Ensz

Mon, Jul 21, 2014

Read Time: 3 Minutes

As a marketing professional, you may have thought you would never have to participate in an inventory day. Think again! As important as it is to have great content, it is equally important to keep track of it. Now wipe that frightened and confused look off of your face! We will walk you through (1) why it’s worth it, (2) how to do it, and (3) where to look if you find those scary gaps.

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Topics: Content Marketing

Marketing Technology Basics: Cookies

Posted by Ryan Morlok

Fri, Jul 18, 2014

Read Time: 5 Minutes

Marketing technology is built on core internet technology. As a marketer, you need to understand the basics in order to be more effective in your use of marketing tech. In this second technology primer for marketers, we will look at cookies.

So what are cookies?

Cookies are perhaps one of the weirdest-named ideas in technology. For me, the name invokes images of Sesame Street's cookie monster shoveling cookies into his mouth only to be broken into bits and fall out again. The name also invokes childhood fears and parental warnings: accepting cookies in your browser sounds suspiciously like taking candy from strangers.

A better metaphor might be a ski lift ticket. When you start skiing, you are issued a ticket. Every time you go on a lift, you show the ticket. The ticket might even have a serial number on it, but it generally doesn't contain your name. Modern ski resorts might even have RFID tracking to show you which lifts you used during the day. If you go to multiple ski resorts, each one will give you a different lift ticket, and you don't show tickets from other ski resorts to the place you are currently skiing. At the end of the day or the season, your ticket expires and you will get a new one next time you go skiing.

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Topics: Marketing Technology

    

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