We've already covered 'what is content marketing' in a previous blog. Here we'll look at content marketing strategy and the routes you can take to winning more business with a great content marketing strategy.
Content marketing works best when intertwined with the prospects buyer journey. What we'll do here is follow the types of the customer buyer journey and give examples of how an overarching content marketing strategy can win business at each stage.
October is likely to be a massive month for a lot of marketing teams. That's because October is the rumoured month that Google is going to announce a new change to the warning it provides visitors going to a non-secure website.
It's been a pretty hot topic for the best part of a decade already but exactly what, and how content marketing can be used, remains a question that goes unanswered.
Technically speaking (because we all love technicals, right?) content marketing is the creation of materials that doesn't specifically promote a brand but can generate/stimulate interest in its products or services.
If you are the owner of an ecommerce site, chances are that you have already had to grapple with Google and Search Engine Optimisation (SEO) to make sure to lead a steady stream of customers to your site to eventually buy your products. However simple as this sounds, we all know how difficult it can be and that a simple visit or click on your website is not the same as customers buying from you.
The challenges for Trendz were multi-faceted. There was a gap in understanding the types of clients they were marketing to, the buyer journey of those demographics, how to reach more customers, but an awareness that digital marketing was needed for the next stage in their journey. They had a website that wasn't generating leads and an ad hoc marketing plan that focused on outbound marketing but failed to address the online and inbound opportunities available to them.
New Zealand and Australian laws on emailing people that have unsubscribed from your mailing list are really tight.
Even big companies can fall foul of these laws. Flybe and Honda Motor Europe were both fined for breaching email consent laws and in late 2015 The Warehouse NZ also fell short of requirements and were fined close to $20,000 for their breaches.
So what are the laws, and why might Mailchimp be making it too easy for people to fall foul of the legislation?
There are famous examples, which I've covered before that I will actively ignore to answer this question in a new light, here we'll be exclusively looking at whether product placement can ever work in a country like New Zealand.
You're worried a new product will steal sales from an existing product, what do you do?
It's not just internationally, many businesses are behind their regional counterparts, according to Barrie Shears, Managing Director for Microsoft New Zealand.