As content marketers, we’ve come a long way. There is plenty of ironclad proof that targeted, relevant content produces amazing results in driving customer engagement, as measured by revenue, response, and ROI. Going vertical can take content marketing to a new level. Industry-based content marketing is a powerful way to customize content around the challenges that are specific and unique to that industry.Continue Reading
Author: Sandra Zoratti
Sandra Zoratti is Author, Speaker and Vice President, Marketing, Executive Briefings and Education for Ricoh. She manages a business created from IBM and Ricoh companies in Colorado. Sandra built and launched the data-driven marketing practice, “Precision Marketing,” and has numerous proof points of its global success using insight-driven content and metrics. Sandra is a recognized thought leader in this area.
By sandra-zoratti published
July 16, 2012
How Content Marketing Took a Powerful, Vertical Leap to Help Utility Customers
By sandra-zoratti published
April 22, 2011
5 Steps to Using Data to Maximize Content Marketing ROI
One of the biggest challenges for content marketers is tying their activities to return on investment (ROI). Numerous case studies show that content developed using insights from customers, also known as data-driven customer insights, produce increased customer engagement and generate significantly higher return on investment. Properly leveraging data analytics to deliver data-driven communications is the key to successful content marketing development.Continue Reading
By sandra-zoratti published
December 3, 2010
How to Make the Case for Data-Driven Marketing
As shown in a recent study by InfoPrint Solutions and the CMO Council, 91% of consumers are opting out of email, which has become the “new” junk mail. Even more importantly, companies who continue to send irrelevant messaging risk damaging their brand, image and customer relationships:
- 63% of consumers reported they may defect from brands due to irrelevant content
- Of that group, 41% would consider ending a brand relationship due to irrelevance and 22% already have.
