Content nurturing for ABM: Moving from theory to practice

It’s easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into action.

The post Content nurturing for ABM: Moving from theory to practice appeared first on Marketing Land.

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the decision-makers inside your key accounts. But you are asking yourself, “What does that really look like tactically?”

I get it.

Moving from theory to practice and actually developing and deploying your arsenal can be a heady, if not daunting, proposition. Here is some basic guidance on how to put one of the best moves of your marketing career into full gear.

The decision, mindset and suiting up was the first part of the move, of course. What comes next is learning how to consult the data analytics to determine the exact right types and composition of content assets, stage by stage, based on the target deciders in your buying groups.

Let’s take a look at the practical phases of a true nurturing plan.

[Read the full article on MarTech Today.]

The post Content nurturing for ABM: Moving from theory to practice appeared first on Marketing Land.

How to Take Your Content Marketing Growth to The Next Level with Content Clusters

Google’s algorithm is constantly evolving to better understand search intent, and content creators must adapt to survive — by throwing out their keyword lists and grouping content into topic-based clusters. A content cluster structure helps Google to u…

Google’s algorithm is constantly evolving to better understand search intent, and content creators must adapt to survive — by throwing out their keyword lists and grouping content into topic-based clusters. A content cluster structure helps Google to understand the relationship between different pages and determine which topics you’re an authority on. Ultimately, this will boost rankings, increase organic traffic and help relevant users to find you via search. So, what does this mean? Traditional keyword research is dead. Google doesn’t want us to do keyword research Previously, keyword research was the backbone of every SEO strategy. Each page was mapped...

The post How to Take Your Content Marketing Growth to The Next Level with Content Clusters appeared first on The Daily Egg.