Tag Archives: Case Study

Building A Content Ecosystem to Facilitate the Customer Journey

golden path toward conversion

Content, content, content. It’s all about content, right? It sometimes seems like that’s all we hear about or talk about in digital marketing.

Well, yes, it is all about content. For most brands, much (if not most) of that content will reside on their website. But, even if you have tons of content – tons of golden content – it still may not accomplish what it needs to.

What does your content need to accomplish? It needs to create prospects, and then turn those prospects into customers. It needs to facilitate their customer journey toward the ultimate goal of conversion.

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Content Marketing Means Marketing Your Content

Publish and pray, fingers crossed

You’ve heard the saying "publish and pray"? Basically, it’s an admonishment to brands who produce content, publish it on their website, and then sit back and hope for results.

Unfortunately, "build it and they will come" only works for Apple or Nike. Content marketing for the rest of us requires additional effort.

Lately, I’ve been on a roll writing marketing case studies, and this post will be no exception. In this article I present a content marketing strategy that achieved results only because the content itself was actively marketed. This marketing strategy was executed for a career center that served job seekers in a particular Illinois county. And the content in question were jobs that were posted on the organization’s home-grown jobs board.

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Event Marketing: Online Marketing for Your Offline Event

brick & mortar online marketing

Even though the focus of this blog is online marketing, few brands can survive with a strictly online marketing strategy. Often, there’s nothing like a good old-fashioned "brick-and-mortar" event. Events may even be a key aspect of a brand’s existence, and marketing these events is a necessity.

This article, while not strictly a case study, aims to be something along those lines. It illustrates an effective online marketing strategy that was conducted to promote an event held by a career center.

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Analysis of Facebook Content Marketing for a Non-Profit

man overwhelmed by social media

This article is part of a larger and ongoing collection of articles about content marketing for a non-profit organization. I invite you to read the “parent” article, Content Marketing Strategy for a Non-Profit: A Case Study.

"You simply must be on social media!" This has been said so often, by so many people, with such varying levels of expertise, that it has become something of a cliché. Snarkliy, perhaps, I have come to refer to such statements as social media cheerleading: "Rah, rah, sis boom bah! Social media to the rescue!"

Of course, that statement contains truth. Brands, including non-profits, do need to be present and active on social media. But a social media strategy is a little easier said than done. And, one of more difficult aspects of social media marketing is evaluating the effectiveness of your campaign.

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Content Marketing Strategy for a Non-Profit: A Case Study

questions about content marketingContent marketing success stories get loudly trumpeted, and rightly so, yet many (most?) marketers have something of a love-hate relationship with content marketing. The evolution of content marketing appears to be an ongoing struggle for online marketers, especially on these two fronts:

  1. identifying and producing content that will engage prospective customers and,
  2. measuring the effectiveness of your content strategy.

Marketers for non-profit organizations are no exception. A recent survey conducted by the Content Marketing Institute demonstrates the difficulties that non-profit marketers are experiencing with content marketing.

With the hope of assisting other marketers in developing their own content strategy, here is a case study of a content marketing strategy executed for a non-profit organization.
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