Gerry Moran
02/12/2016
At the end of the day, our marketing strategy depends on connecting with the reader with the best content to incite action. Like buying from you — right? Here are ten social media, content marketing and customer experience facts and insights to help you put the ‘I know’ behind the ‘I think’ as you develop and activate your marketing plan this week. 10 Social Media & Content Marketing Lessons 10 Rolling Stones Songs To Inspire Your Social Media Strategy Just because you are a B2B marketer does not mean you…
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Gerry Moran
02/09/2016
Does your content marketing connect the digital dots with your customer experience? My great grandmother, Michaelena, used to give me connect-the-dots books to keep me busy when I was a toddler. Many times the dots I created did not match the intention of the books’ authors. My ‘masterpieces’ often resulted with my grandmother just shaking her head! If you are not thinking about the client’s experience and how data, digital and content impact, then you will likely not connect those dots either. Here are a few data points to consider…
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Gerry Moran
01/24/2016
Content marketing is not as complex and complicated as we make it be. You don’t have to be an Einstein to be successful. Einstein himself said, “Everything should be made as simple as possible, but not simpler.” So, let’s talk about a simple content marketing strategy! Many marketers and sales professionals still struggle with the concept of modern marketing. They struggle with social media profiles, improving their reputation currency, and using content to develop an audience – so the by-product of all of these actions is more sales and higher…
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Gerry Moran
09/16/2015
If your content marketing strategy is like baking a cake, then are your customers coming back for seconds? Think of your content as delicious cake and your social media channels as the in which you deliver it to your customers. How are you serving up your messaging to your clients? We’ve all seen it. The lines of customers – on Sunday mornings – lining up at our favorite bakery, donut or pastry shop. What is it that keeps customers coming back for more cake? Well, it’s a fully baked strategy!…
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Gerry Moran
09/12/2015
Many of us started our content marketing careers delivering newspapers in our local communities. What a great lesson in sales, customer service, marketing, and being social! In the days before social media, social selling and content marketing, people consumed content via newspapers. And, some of that native behavior still exists! However, your self-promotional use of Twitter is likely missing the mark because it is just not newsworthy. Brands need to activate their content and awareness messaging – to make it more like a newsfeed and less like a promotional feed….
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Gerry Moran
09/07/2015
Lights! Camera! Conversion! My great-grandmother Michaelena always told me – ‘you ought to be pictures … you sweety, little boy’. Little did I know she was advising me about my future and the future of content marketing! More customers consume content as part of their buying journey – a likely mix of short attention span, content clutter and the evolution of the buyer. In fact, Microsoft reported in a 2015 study that humans have an 8-second attention span vs. a goldfish’s 9-second hold. So, if you are to hook and…
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Gerry Moran
05/12/2015
If a subject matter expert (SME) speaks and no one hears him, is he really a subject matter expert? Well, yes and no. He is an expert. However, the expertise is going to waste. There are many ways to unleash your subject matter expertise with social media. You just have to start building your reputational footprint by talking your insight-based talk in the social watering holes where your customers frequent! 2 Key Facts Supporting A Subject Matter Expert Strategy 92% of B2B decision makers want to engage with a thought…
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Gerry Moran
01/20/2015
Is your gated content worth the relationship currency you’re asking your customers to pay? What you think is valuable content may be considered worthless to the customer on their buying journey! Like a toll road, gated content full of how-to insight and relevant research is likely the quickest way for your client to reach their decision destination. However, this swift and easy access comes at a price. Do your customers value your content marketing enough to provide their contact information, email address or social sign-in credentials? This CRM contribution is…
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Gerry Moran
01/03/2015
Who’s ever been covered in confetti – like the aftermath of the New Year’s celebration? A ton of confetti dropped from the roof-top and spread over a block of people has a much different effect than unloading a pallet of paper in the middle of that one block. The same effect goes for thought leadership content. No one enjoys one big source of hard-to-consume content. One 18-page white paper placed on your company website can only be so effective. However, the same content chunked up into infographics, videos, Tweets, LinkedIn…
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Gerry Moran
12/27/2014
My great grandmother Michaelena always told me when I was growing up as a young boy, “Gerry, if you want better content, then you need to figure out a better way to ask for it!” Little did I know that this grandmotherly advice would translate into a very useful content marketing strategy. I find many B2B organizations linking business units to the feet-on-the-street sales organization without effectively integrating content into this supply chain. The hierarchy might be efficient, however, many times the content marketing strategy misses the mark. And, the…
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