What's Trending: Juice Up Your Content ROI

June 30, 2017

Juicing a lemon

Creating great content is not easy. I doubt I’m breaking news here. It requires time, effort, and considerable resources. Therefore, we need to be certain we’re squeezing every drop out of it.

Not only does this mean optimizing and promoting everything we put out, but also finding ways to maximize the utility of each individual piece of content.

This week’s roundup of top marketing content includes resources to help you extract that additional value and juice up your content ROI.

Read on for key B2B marketing statistics, the latest in ABM trends, debates over the true value of attending conferences, and more.

What Marketers Were Reading and Sharing Most This Week:

1. 5 Killer Ways to Repurpose Old Blog Content for More Traffic

Don’t let that high-performing blog post sit and collect dust when it could be driving more business! From syndication to spin-offs and beyond, Lucas Miller offers up five ideas for breathing new life into old content.

2. The Case For & Against Attending Marketing Conferences

When you account for the costs of lost productivity, entry fees, and travel, sending your marketers to conferences can be an expensive proposition. Is it worth it? At Moz, Rand Fishkin weighs the pros and cons.

3. Study: Email Marketing Up 83% Since 2015, with Growth in B2B, B2C Markets

A new report from Salesforce illuminates the continuing growth of email as a tool for reaching both consumers and businesses, although on the B2B side, video and SMS are proliferating more quickly. Jess Nelson serves up the numbers you should know in her breakdown at MediaPost.

4. Masterclass: Advanced Strategies on LinkedIn

If you haven’t been following the LinkedIn Masterclass series on SlideShare, you are really missing out. The latest presentation, via Amanda Green and Carissa Perault, goes beyond the basics and shows you how to take campaigns to the next level by tapping into the platform’s deeper features.

5. Firms Eager to Try New Sales Technologies, Survey Suggests

More than 80 percent of high-growth sales organizations use five or more sales technologies, suggests a recent online survey of 400 companies. Velocify and the American Association of Inside Sales Professionals partnered on the research and recently released their findings, which are summarized by Richard Adhikari on the CRM Buyer blog.

6. 2017 Mid-Year Content Marketing Checkup

In sports, halftime presents an opportunity for the players and coaches to come together in the locker room, assess their performance, and create an adjusted plan for the rest of the way. Marketing teams should be no different. Joe Pulizzi touches on some topics you may be overlooking, and drives it home with 10 action items to set your game plan for the second half.

7. Making SEO Lemonade: Moving the Needle on Missed Opportunities

Search engine optimization is a complex beast, and it’s all too easy to let opportunities slip through the cracks without even realizing it. With his deep dive into ranking errors and why they occur, Bill Hunt delivers some refreshing clarity in these slides.

8. The Account-Based Marketing Disconnect B2B Marketers Are Ignoring

ABM is undoubtedly one of the fastest-growing frontiers in marketing, but in her piece for Business 2 Community, Amanda Dooley argues that too many B2B pros are taking an overly narrow approach. She explains how we can look beyond display ads and retargeting and tap into content-powered ABM.

9. Partnering with Forbes to Identify the World’s Most Influential CMOs

We partnered with Sprinklr and Forbes to look into what makes a highly effective marketing leader in today's marketing landscape. The World’s Most Influential CMOs 2017 report identifies and recognizes the 50 CMOs defining the future of marketing – along with an instructive look at what brought them there.

10. The (Content) Formula for Marketing ROI

The changing landscape of marketing demands continual adjustments to our methods for measuring and proving ROI. Michael Brenner of Marketing Insider Group walks you through his new formula in this SlideShare.

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