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B2B Marketing: Predictive Analytics & Content Recommendation

In B2B marketing, content holds a pivotal value, and delivering the right content to the audience becomes the prime responsibility of B2B marketers. However, this is only one half of the story. The other half is about personalization or content recommendation. Now, the content circle is complete.  But to make this circle beautiful, hard work is needed. In my previous article , I emphasized the significance of data for brands and marketers. And that hard work begins with the data analysis based on predictive analytics. While creating a strategy for content recommendation, marketers need to have past/historical data symbolizing user journey and interaction across the website or app. This data symbolization will enable marketers to define the perfect content recommendations for the users. However, B2B marketers need to take a different approach when compared to B2C marketers. Here are some powerful ways B2B marketers can use content recommendations based on predictive analytics results. 
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Data: Brands, Marketing & Politics

India is gripped into the election fever as we gear up for our 2024 Loksabha elections. However, this article is not about politics or political parties. The whole idea of writing this article is different and crucial from the marketing perspective. Sounds interesting? Yes, indeed!  Let's highlight one of the common elements that elections, political parties, and marketing people share, i.e., Data. It's intriguing how political parties use data in their election planning and execution, from candidate selection to analyzing past election results and understanding the area demographics to finalize the seat-sharing formulas with the coalition. At every stage, you will find decisions taken based on data.  In today's digital world, data is the ultimate tool to keep your marketing arsenal up and to run. Irrespective of the business size, sale value, or geo reach, brands cannot survive without the right data insights.  In my last 15 years as a marketing professional, I have seen a
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How Can Content Repurposing Help in Better Customer Acquisition?

Content repurposing is the best way to use content in different formats. What is content repurposing? Content repurposing mainly talks about stretching a single piece of content into as many other forms as possible. It is an opportunity to amplify your content into different channels, such as social media, blogging, infographics & videos. Content repurposing is one of the easiest ways to trigger content marketing efforts. It constitutes a larger pie in the overall content marketing recipe. What’s the need? In a way, content repurposing is a better option for marketers with content scarcity. They can publish their existing content in different formats on different platforms constantly. Now, let’s look at the need for content repurposing at a broader level. The majority of the content goes unused Too many goals to achieve Lack of content strategy leads to content abandonment Too many content landfills Several channels to handle The similar size does not fit all What are the benefits?
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Some Useful Branding Tips

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Facebook Fan Page and Linked Groups: The Significance for Marketers

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Facebook's yesterday's announcement of making Groups for Pages available around the world really holds a great significance for marketers. There are over 70M Pages on Facebook and this development will change the how fans interact with the brands on Facebook. Now Page owners have the capability to create their own linked and dedicated groups to encourage community building and stable conversation mechanism. As pointed out by Facebook CEO Mark Zuckerberg, "more than 100 million people on Facebook are members of what we call "very meaningful" groups." This makes the groups feature one of the significant and popular features of Facebook. This also encourages the platform to make constant improvements to this popular feature. And this development proves it all. Last month, Facebook also announced some significant improvements to the Groups. From Group insights to Membership request filtering and Removed member clean up to scheduled posting, all t
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Three Ways to Create Quality Content

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When it comes content, sometimes, it becomes hard to explain the “quality”. There could be different understandings for brands and the customers when we talk about quality. Hence, sometimes, it becomes difficult to strike a balance to attain that much-needed quality. To quote, Doug Kessler, co-founder of Velocity: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.” And I completely agree to what Doug says. The quality of the content should depend on how users interact and respond to it. There are different aspects associated with the content quality. For example, what value it gives to the users, is it addressing buyers’ concerns or not and the list continues. While agreeing to all the above mentioned points, it really seems difficult challenge for the marketers to achieve that quality on regular basis. And besides what suits to one person may not be the ideal for other. Here are some useful tips t
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Landing Page: Five Important Tips

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