Firstly, a big thank you to Clevertouch for inviting me to last week’s breakfast briefing: “Your Digital Marketing Strategy for 2015 and beyond….” While I gave the bacon sarnies a miss (veggie!) I did walk away from the Brewery on Chiswell Street with some food for thought which I’ll explain below.
Are you a content marketing machine?
As Adam Sharp finished his breakfast presentation “Moneyball Marketing and Revenue Performance” I realised that like a lot of marketers, I’m in danger of not being on top of my marketing technology infrastructure because I am at times rather consumed by content marketing.
I do love content marketing. Proper thought leadership based content is the way forward in marketing, and no matter how small your organisation is, you should have a content marketing plan.
But it’s easy to become wholly consumed by content marketing, especially if you’re under resourced. Given the hype surrounding it, many marketers feel as though they should be dedicating a large part of their day to producing and distributing engaging content. Take a look at this article from Erin Nelson on the @exploreB2B site that I read this week, which says that “B2B content marketers are most challenged with producing enough content, as opposed to early findings in which the greatest challenge was to produce engaging content.”
Are we becoming so consumed by content marketing that we’re putting quantity before quality, and are we somehow forgetting our marketing technology infrastructures, so carefully put in place?
I’m not saying it’s easy – More…
Because it’s totally awesome and I can really see how this tool could help a busy company where a lot of people have a little bit of time to contribute to growing a brand via social media. I love the “team” element of this tool and I am going to spend all day tomorrow convincing a few of my colleagues as to exactly why we should use it.
What is it?
It’s an online tool that allows you to populate a stream with content that Buffer later shares across your social networks at specified times throughout the day (or night). In this sense, it’s not unlike Hootsuite which, while Twitter focused in its GUI, gives you the capacity to tick other social networks when you go to share, and to schedule your sharing.
So how is it different than Hootsuite? More…
A few weeks ago, when I saw that LinkedIn had announced its “Contacts” services I got VERY excited. My first thought was:
“Can I finally do away with my CRM?”
A smarter way to keep in touch. Apparently.
Sadly, the answer is no 😦 LinkedIn Contacts is not going to solve my number one database marketing problem, which is keeping my data current.
I want my contacts automatically updated within my CRM every time they move companies, they change job titles or even change departments.
Looking to LinkedIn for a solution is entirely logical because the site hosts all of this information (I do realise there are likely regulations on how much of it they are allowed to freely share). Quite a few CRM companies boast LinkedIn integration (Salesforce has probably gotten the furthest with it, but even the Salesforce/LinkedIn integration (featured on the LinkedIn website actually) doesn’t seem to have specifically what I want).
Enter LinkedIn Contacts and I wonder if my CRM-related prayers had been answered. Alas, no. For the reasons I’ll list below, LinkedIn Contacts is not going to solve my dated data problem any better than the so-called LinkedIn integration features many of the CRM companies offer. In fact, having not even yet used LinkedIn contacts (I am on the waiting list) I can tell you that it while it will be a freelance/contractor’s dream, it won’t actually help companies that much. More…