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content marketing Tag

Content marketing plays a mission critical role in the growth story of a business, Pratik Dholakiya investigates, With survey after survey reporting companies will spend more on content marketing than ever before, content marketers need to pull out all the stops to ensure this tactic delivers solid ROI. There is just one problem, though. Not all content marketing strategies work and content marketers have only themselves to blame. If a content marketing campaign doesn’t deliver results, it means the people in charge have made a hash of it. Why do some campaigns fail, while others score? What do successful content marketers do differently? The popular perception is that their skill sets and proficiency make the difference but, more than that, it is their attitude and approach. Two campaigns using similar tactics can throw up contrasting results purely because content marketers behind the really profitable campaign view the same tactic through different eyes. Successful content marketers do five things differently: 1. They respect content. I know you might be thinking, “Respect! I mean c’mon, where does respect enter the picture?” But that’s what the truly astute marketers do. They respect the potential content has to build brand reputation. They are extremely selective about content. Before content is pushed out, they thoroughly evaluate the potential for

Professor Kotler concluded the book with a section called “Transformational Marketing,” in which he discussed how the field would change with the “new age of electronic marketing.” In the coming decade, Kotler wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.” There’s only one problem: Fifteen years have passed, and this vital transformation hasn’t happened yet. Consumers have changed, marketing operations haven’t In case you haven’t noticed, almost every marketing conference you attend these days starts with the same four or five requisite slides. Consumers are now empowered by digital technology… they are becoming more aware… they are researching, engaging, buying, and staying loyal to brands in ways that have fundamentally changed… Yes, we get it. Consumer behavior in the age of the social and mobile web is different than it was before. In fact, maybe it’s actually more accurate to say “is changing” and “will continue to fundamentally change,” as content’s continual evolution shows no sign of slowing. The challenge is that marketing operations in enterprise companies have largely remained just as they were when Kotler wrote his book — i.e., they are still working from mid-