Content Marketing

Community information
The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.
  • The website is the center of your marketing universe: it’s your foundation for brand awareness, customer engagement, sales leads and revenue. Because websites serve so many functions and have so many moving parts, it's a serious undertaking to design, build, launch and manage a site. At the center of killer websites is a great Content Management System.

    Join us for a 30-minute or less webinar that reveals the ways you can leverage key features of your CMS to attract new visitors, sustain longer visits and drive more returns.

    This webinar will cover:

    - Content personalization
    - How to use analytics to inform content strategy
    - Advocate marketing and visitor engagement
  • Content marketing is often missing a crucial element: the story. For marketers, storytelling is more effective at connecting with target audiences than any product pitch ever could be. Each connection made through a story is an opportunity to earn an audience’s attention and trust while guiding them toward a purchasing decision.

    Join this presentation to find out what best-in-class marketers know: Effective content starts with going back to basics and focusing on narrative.

    In this 45-minute webinar, you'll learn:
    1. How to find overarching narratives for your content
    2. How to organize your content marketing efforts around those themes
    3. How to measure the impact of your story-driven content
  • More than half of all programmatic display dollars are expected to go to mobile this year. However, a few myths regarding mobile continue to persist and are keeping brand advertisers from taking a more holistic approach to their marketing. With the explosion of mobile, it is imperative that marketers better understand how they can activate the vast amount of consumer data already at their fingertips to more effectively allocate their marketing spend and maximize returns.

    In this webinar, experts from TUNE and AOL will arm you with critical insights on the next generation of mobile marketing. Kelly Mullins of TUNE will discuss how the data sitting inside your app can be used to create targetable audience segments and power highly effective mobile programmatic campaigns. Michael Brooks of AOL will dive into the best practices of using this data to achieve marketing goals across all screens.
  • By now, most B2B companies have started their content marketing journey. But some are far more successful than others. Many are realising that simply producing content and hoping it gets discovered and shared just doesn’t do the trick anymore.

    This session takes content marketing apart and analyses what works. It's based on Velocity's experience helping all kinds of B2B brands turn content strategy into action. Get these things right and your content marketing will be far more likely to succeed.
  • SEO has changed. It's less technical and much closer related to marketing - Content Marketing, in particular. The websites that win create compelling content with their audience in mind. Join us as we explore the evolution of SEO and the critical role content plays in search engine rankings.

    Michael Peggs is the founder of Marccx Media, a content marketing agency where content attracts clients. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University - The Personal Branding Podcast.
  • The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.

    James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.
  • Panelists:
    Stewart Rogers: Director, Marketing Technology; VB Insight
    Jason George: CEO; Telescope, Inc.
    Douglas Karr: CEO; DK New Media

    Abstract:
    In a world where the customer is constantly connected to social networks, understanding that space and the tools that help drive support, engagement, leads, demand, brand awareness, and more is imperative.

    Choosing the right SMM tools and tactics, therefore, is a ‘must do,’ not a ‘nice to have’ or something that can be ignored in favor of other marketing channels.

    Join us to find out how to leverage social media management tools, and which tools are tailored to your social media needs.

    Check out VB Insight to access Stewart's Social Media Marketing report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Consumers today have access to more information than ever before when making a purchase decision. Buyers are looking for informative and trusted thought leadership content as they research their purchases, meaning that your brand's PR strategy needs to be working in tandem with marketing campaigns. As buyer behavior continues to change, marketers are re-examining their campaign and product launch strategy to incorporate PR storytelling tactics.

    Join us as we discuss how to tell a unique story through a cohesive content plan to build audience trust and achieve campaign success.

    During this webinar we will discuss:

    • How to influence behavior through authentic and transparent content
    • The evolution of earned media, and how to harness it
    • The role of distribution as the missing link to any content plan
  • The desire to have an accurate and complete view of an individual customer is not new for marketers. Ever since marketers were first able to access data about a customer, there has been the desire to understand what makes a customer buy. In a recent CMO Council study, only 20 percent of marketers said they had a comprehensive view of customer touchpoints and engagements, and only 7 percent felt they had a single version of customer truth.

    So why is it—when marketing admits that the ability to deliver data-led, personalized, customer-centric experiences across channels, in-real-time and at scale is critical to their business—that we are still struggling to obtain this 360-degree view of our customers? According to 30 percent of marketers, it is because the data that could create this unified view is trapped in silos across the organization.

    While the industry talks about CMOs needing to transform into everything from customer officers and marketing technology officers to revenue officers and beyond, one functional requirement stands at the center of marketing’s ability to truly accelerate in this customer-focused, digital age: silo busting. As the chief silo buster, marketing leadership finds itself needing to work with cross-functional teams, in partnership with IT, to aggregate and manage customer data to create a single vision of the customer that can not only integrate from across the organization, but also be shared with all parts of the company.

    The CMO Council, in partnership with Trillium, will host an interactive, one-hour webcast to discuss the key challenges and concerns marketers are facing when it comes to silo busting. Through conversations with brand experts, we will explore how marketing can accelerate their strategies through more effective and efficient engagements, campaigns and operations while also learning more about their customers and building customer loyalty.
  • Pharmaceutical companies must endure the challenges tied with global submissions. From translations to local regulatory requirements, it is difficult to maintain the integrity of Core Data Sheets and ensure consistency across submission variations. When labeling events fast-track submissions, the scramble to pull together content may result in errors, omissions, and out-of-date information riddling the published document. On top of all this, localization is a very expensive process.

    Join Scott Abel, The Content Wrangler and Ann Rockley, CEO of The Rockley Group, for this webinar to learn how you can: Reuse content to effectively comply with specific, local regulatory requirements and formats; maintain the Core Data Sheet while reconstituting topics for each country; increase visibility of content changes when labeling events occur; and lower translation costs by utilizing components.
  • Learn how to prepare, produce, and deliver webinars that build enthusiasm among your target prospects. Find out what mistakes companies often make in their marketing webinars and discover easy ways to avoid them. Enjoy greater responsiveness and participation by your prospects, leading to easier sales communications and higher conversion percentages.

    This session is appropriate for producers and presenters of demand generation webinars. It is valuable for those currently using webinars in their business and for those just getting started with webinars as a new marketing channel. A live question and answer session will let you guide the session to concentrate on topics of the most interest and benefit to you.

    What the audience will learn:
    - Best practices for encouraging registration and attendance
    - How to engage prospects before and after your webinar
    - Ways to structure content for maximum impact
    - Tips for gaining insights from webinar interaction and reports
  • It's harder than ever to reach your target audience online. In a 2014 research study commissioned by DNN, 79% of marketing executives say it's a challenge to get (and hold) the attention of target customers. To stand a chance, you need to build engaging websites and digital experiences.

    Join Stefan Tornquist, VP Research at Econsultancy, as he shares trends, best practices and case studies around engaging websites and digital experiences. In this webinar, Stefan will share:

    - Challenges of connecting to digitally-empowered customers
    - Methods of engagement through customer experience mapping
    - Challenges and opportunities in building great digital experiences
    - Case studies showcasing best practices in engaging digital experiences
  • As mobile overtakes desktop usage, and statistics show 70% of mobile searches lead to online action within an hour, having an impactful mobile presence for your brand is imperative.

    But how do you build a mobile experience with impact? Join Senior Art Director Guy Merrill as he outlines the science behind what makes an image effective on mobile and to hear tips on how to use visual content to pack the most punch for your brand’s mobile experience.
  • Press releases have the potential to yield enormous benefits for an organization, including building online visibility and driving long-term brand exposure in addition to securing media coverage. But in order to obtain these results, the news release your organization publishes must be engaging, conducive, and inspire social sharing.

    Learn how to create press releases that can compete with the best of the web's content for audience attention. This webinar will dive deep into press release tactics, including:

    - Writing headlines that do more than just grabbing attention - they inspire action
    - How to construct your news release copy to channel the interest of your readers
    - Strategies for optimizing content for maximum search engine benefit for your brand
  • As PR and marketing communications are often competing for budget with demand generation and marketing technology, it is important to better understand the impact of PR and branding on demand and lead generation. The ability to engage new prospects and existing customers with your brand at a high level builds awareness, generates qualified leads, influences buying decisions and ultimately drive revenue.

    By re-thinking the role and impact of public relations, PR and marketing professionals can more proactively help to drive demand by creating and distributing quality content to create engagement and build the sales pipeline.
  • This webinar is a guide for marketers to initiate a marketing transformation across their organisation.

    Marketing is often stifled by business culture and is either not positioned to champion the important issue of change, or is reluctant to try.

    Marketing Transformation is a step-by-step journey that requires you to establish where you are now, where you want to get to and to plot your route from A to B.

    Blue Group’s Jim Kelly will discuss:

    -The Marketing Transformation Roadmap
    -Establishing where you are now
    -Defining your vision
    -Key considerations of transformation
    -The technology, people, process, data and culture components

    Register for this webinar to start your transformation.
  • Video is the increasingly the preferred medium for content consumption ... even for B2B marketing content.

    Join us in this webinar and learn how to:

    • Improve your web presence and drive SEO with video
    • Increase email click-throughs by up to 300%
    • Use video to improve content conversions
    • Gain detailed prospect and customer insights from video analytics
  • With all the data that’s out there on content marketing, it’s easy to start following someone else’s lead because "everyone's doing it". But what most companies forget is that you must take a closer look at how these strategies apply to what you’re trying to accomplish before jumping right in. Don't just follow the crowd -- find a unique twist and use it to fuel your marketing efforts.

    In this webinar, John Hall will discuss why using your expertise can differentiate your company and take your content strategy to the next level. Additionally, why a content strategy is an opportunity to dive deep into your long-term goals, focus on the “why” behind your brand, stay top of mind, and build trust with your audience to create new opportunities for your business. He will offer unique and exclusive insights on how to organize your company's knowledge and start publishing expert content on platforms that make sense for your brand. Through this process, you can accomplish the above goals and start positioning your company as a true industry leader.
  • Are problems with lead quality damaging the relationship between sales and marketing? It’s up to marketing to ensure that only the best marketing leads get passed to sales, and lead-scoring is a must have for successful marketing teams. In a study of B2B organisations using lead scoring systems Oracle Marketing Cloud found that on average:
    - Close rates increased by 30 per cent.
    - Company revenue increased by 18 per cent.
    - Revenue per deal increased 17 per cent.

    Join this session hosted by Sylvia Jensen, EMEA marketing director at Oracle Marketing Cloud, to get a better understanding of lead scoring and how it can benefit both the marketing department and business overall.
  • ClerksWell will teach you how to maximise conversion from your current marketing as well as showing you future trends and opportunities within marketing and technology.

    In this session you will learn how to:

    Create-
    • Leads by making your existing marketing work harder with easy to implement personalisation- supported by a case study with First Great Western
    • Gain and convert leads based on the information gathered on social networks

    Engage:
    • Identify where a lead is in their buying cycle and personalise their experience to convert

    Convert:
    • Use tests to optimise customer experience and gain leads, trough a case study Journey Latin America
    • Gain and nurture leads through automating your marketing process
    • How future trends will affect your business
  • The maturity of Hadoop as a technology framework suitable for organizations, large and small, to economically store and process vast amounts of data is no longer a prediction, but rather a reality every IT leader understands. But that doesn’t mean Hadoop is done disrupting the data and analytics landscape.

    Self-service analytics solutions capable of leveraging the massive processing and data discovery potential of distributed Hadoop clusters are ushering in a new era of data freedom for business users who are hungry to put data at the heart of their decision making process. With programming and query languages no longer a prerequisite skill for exploring Hadoop environments, organizations everywhere are waking up to the reality that even non-technical users can quickly and easily find insights in even the biggest of Hadoop data sets.

    Attend this webinar to hear how IT groups are adjusting to this new breed of bold and curious data user and learn:
    - How IT is shifting from data protector to data mentor
    - Why business users are so data hungry and so un-afraid of Big Data
    - What true self-service analytics can look like when paired with Hadoop
  • Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.
  • Stories are the fabric of our lives. They weave a tapestry that enables our imagination to take us anywhere. When we read it on the page, even with the best descriptions, our minds fill the gaps to create the world we are reading about.
     
    The moment those words are put to a picture, those choices and the fabric of our imagination are folded and forced down a path of singularity. The camera, the director, the actors, the sound designers, the art directors; they all decide for us. The credits list hundreds of people that make those choices for us. They decide how it all looks, sounds, how it is spoken, acted and emotionalized. Even more so, it is only packaged for a single audience, in a single culture and in a single language.
     
    Join Todd Resnick, Resnick Interactive, Los Angeles premier voice over casting, direction and production company, as he shares the localization strategies you need to voice your products across the world’s languages. Diana Ballard of LOGOS Group helps set the scene introducing this one-hour free web presentation. Led by Scott Abel, The Content Wrangler and Val Swisher of Content Rules, this session is a must for all content marketers seeking to impact and influence diverse audiences and cultures around the world. Find out why keeping faithful to your message is at the core to audience engagement and critical to retaining customer attention. Hear real-life examples of how interpretation of the locale, humor, sayings are all as intimate as a personal conversation to engage the global village at all levels.