JConnelly Insights
Your Weekly Content Update 10.31.14
This week in content is about social selling content factors that benefit B2Bs, why marketers may want to look beyond big data to “small data” for 1:1 marketing, and how Facebook is planning to shake up media relations.
Content Factors for Social Selling
Social selling is extremely difficult without a content strategy, as social platforms cannot be successfully leveraged for sales without engaging content. This can be difficult since content producers often spend most of their time working on other projects, but B2B organizations are nonetheless facing a shift towards content-centric marketing. Columnist Rebecca Lieb has seven tips for tailoring content for social selling.
Break Down Big Data for the 1:1 Marketing Wave
Marketing pursuits involving a 1:1 relationship are growing in the B2B world. “Small data” is important for engaging individual customers because it provides more meaningful information for fine tuning effective marketing strategies. A new technique putting small data to use is omni-channel marketing, which tracks a customer’s engagement across platforms such as email, social media, and company websites, and even across devices.
Read more
about this new wave in marketing.
Facebook to Become a Middle-Man between Publishers and Readers
The number of Facebook mobile app users grew more than 30% in the past year, resulting in mobile ad revenue growth which now makes up 59% of Facebook’s total revenue. In order to continue harnessing the power of mobile, Facebook is working on directly hosting publishers’ content on its app then sharing the revenue. There are concerns that this will result in media relations in which “media companies would essentially be serfs in a kingdom that Facebook owns,” as The Times’ David Carr expresses.
To read more about Facebook’s venture, click here.
