Posts about EOP

How to prep for a tradeshow from an EOP perspective

When it comes to tradeshows, the focus for marketers tends to be on developing the creative for the booth and collateral, while the sales team is focused on customer appointments. Taking some time to look at your tradeshow strategy through an EOP (earned, owned, paid) lens can help you get more mileage out of these big budget events. Below are some suggestions for prepping for tradeshows from an EOP perspective. Earned  Industry tradeshows are often attended by trade media. Whether you’re in the tech industry (think CES), fashion or even the packaging and dispensing business, tradeshows are a time for …

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Ensuring your content reaches the right people

Reaching the right people at the right time, with the right message is the pillar of a successful content marketing program. And with more organizations developing content these days, the competition to reach potential customers with tailored content is fierce. For many organizations, the challenge usually isn’t the creation of valuable content. The challenge is ensuring your content is breaking through the millions of pieces of content shared every minute. It used to be enough, for example, to share posts to your Facebook newsfeed or Twitter timeline. Organic reach would get your content to your desired audiences. Facebook posts used …

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Marketing KPIs for earned, owned and paid

Performance data for specific channels will help you gauge how engaged your audience is, based on the type of action they’re taking. However, tracking, analyzing and reporting marketing campaign success can be tricky. There’s a wealth of data you can pull from your website, blog and social channels. So instead of leaving your team to guess which metrics are important, use these KPIs as a guide for earned, owned and paid content. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can be as general or specific as they choose targeting audiences on most social platforms. To …

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How to Get Started with Owned Content

Do you know what the beauty of owned content is? You have total control, and for a control-freak like me, developing original, owned content puts me in a happy place. Chances are, if you have a content marketing strategy in place, you are already producing some level of owned content. But if you’re looking to beef up your practice, or get started from the ground up, you may need a little bit of guidance. The world is your content oyster, and it can get overwhelming if you let it. Elsewhere in The Gong Blog archives, you’ll find five helpful questions …

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Inbound marketing: Clicks vs. leads

There’s a significant difference between clicks to your website and true inbound lead generation. While it may be tempting to report those larger web traffic numbers as “leads,” the reality is that you can’t be certain that those folks are actually prospective customers. Website traffic is important Don’t get me wrong, traffic to your site is important. After all, it’s the first step in generating customers though online marketing efforts. But if your end goal is lead generation, it’s essential to consider clicks and leads as two separate entities when reporting marketing campaign successes. Clicks vs. leads A click is …

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#AskJon: How can I make the business case for blogging to leadership? [VIDEO]

The value of the blog question. That’s something we get asked every day. Everybody is so fixated on their websites and their web copy, and that’s important, but remember, at the end of the day, the website is static. What a blog allows you to do is change your content on a regular basis, and then promote it as a way to get people to come to your website. So, the most important thing about the blog is not to be shy about sharing information or giving away a little bit of the secret sauce. Because, again, it gives you …

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#AskJon: How do I prepare for a big media hit?

If you’re fortunate enough to know that a big media hit is coming, here’s a couple of things you can do. If the goal of the media hit is to drive traffic to a website, and you know it’s going to be big — you’re going to be in the New York Times, you’re going to be on a big online outlet, you’re going to be on the Today Show — make sure that your website has the capability to capture all of that traffic that’s coming. We’ve had the blessing and curse of having clients on The Today Show, …

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#AskJon: I have a small budget, how should I determine my EOP spend? [VIDEO]

So this is going to be a bit blasphemous coming from an old media relations guy, but I would lean much more toward the owned and paid. And here’s why. Owned is more certain. You have more control over the message. You have more control over the frequency. You have much more control over who’s going to see it, especially if you can add that paid piece in there. Earned, while it still brings the good third-party endorsement, is much less certain these days. You can get that big hit tomorrow, or it might take six months from now to …

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#AskJon: How has the media landscape changed and how do I adjust my media relations efforts?

The short version of the answer is the media landscape has changed a lot over the last four or five years. It’s been well documented some media have shrunken, some media have gone away. The number of people at media that we can pitch is now far fewer than it ever has been. So, you need to be patient, you need to be much more targeted with your pitches. You should do a lot of research online and on social, and if you have access to a database, on who is the right person to pitch to. And, on the …

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How to prep for your next live video

According to LiveStream, a video live stream platform, 80 percent of users would rather watch live video from a brand than read a blog, and 82 percent prefer live video from a brand to social posts. If those numbers don’t convince you that your organization needs to be considering live video as a part of your marketing strategy, I’m not sure what will. If you haven’t read up on live streaming lately, you may be missing opportunities to engage with your online community, not to mention the chance to grow it. Live streaming allows users to broadcast videos to their networks in essentially …

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