24 Practical Tips to Upcycle (Not Recycle) Your Marketing Content

By Peg Miller

Upcycling is described as the process of converting older or discarded materials into something useful and often beautiful. Let’s discuss new ways to upcycle current content, and turn it into something useful and perhaps even more beautiful.

According to the Content Marketing Institute’s 2016 benchmark report, only 30% of B2B marketers say their organizations are effective at content marketing. This number is disappointingly low, and has dropped from 38% in the same survey last year. Yet, 76% of respondents say they will produce more content this year.

If only 30% of us feel we are effective at content marketing, why do 76% of us plan on producing more content this year? Does this mean our content strategy is to create even more (ineffective) content marketing? Let’s try a new approach.

Let’s create less content but make sure it is more useful, not continue to create more content that we know is ineffective. In the spirit of less is more, here are 24 practical tips with idea prompts for upcycling existing content.

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Full Funnel Means Marketing as a Profit Center

By Scott Vaughan

July 26, 2016

Perspective and Tips from Matt Heinz with Release of New Book

Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of strategies and tactics required to become a kick-ass revenue marketer.

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The Value of Top-Funnel Automation for Sales Pipeline

By David Crane

Fixing top-funnel (TOFU) marketing issues (and automating TOFU processes) is now a major initiative among many demand marketers. Considering CRM’s effect on the bottom of the funnel (BOFU) and marketing automation’s results with the middle, focusing on centralizing, standardizing and automating top-funnel demand gen efforts is a natural progression.

While several articles have made strong arguments for the need and value of top-funnel MarTech, I’ve yet to see any support the case with hard numbers. (And hard numbers are critical when you’re building a business case to evaluate potential investment value.)

So I thought I’d do just that, focusing on an important element of automating top-funnel efforts: filtering and correcting unmarketable leads before they’re injected into your prospect database.

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MarTech Health Checkup: Think Evolution, Not Revolution

By Scott Vaughan

July 12, 2016

Shiny Object Syndrome…an increasingly common ailment in the tech-dependent marketing world. It often happens when we get distracted by the influx of new technologies and trending strategies that promise us the world.

Given a total of $10 billion in MarTech funding since the start of last year alone, along with the fact that, according to Gartner’s 2015-2016 CMO Spend Survey, 71 percent of marketing orgs have discrete funding for innovation (averaging about 10 percent of the marketing budget), it’s an easy trap to fall into.

It’s precisely for this reason that we should regularly check up on how well our tech investments are supporting our marketing initiatives. And now that we’re halfway through 2016, it’s probably a good time for that bi-annual review.

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The New Face of Outbound Marketing Balances Inbound

By Amy Chick

Content creation has become a main B2B marketing focus over the last few years. Until fairly recently, however, many marketers have leveraged their content for inbound marketing strategies alone, while neglecting all the possible impact content could have via outbound marketing strategies. But that’s all changing, and for good reason.

Imagine your business is a brick-and-mortar cheese shop, and your marketing strategy is limited to the free samples you offer pedestrians as they pass by your door. Think about all the customers who shop at the grocery store around the corner, but never appear on your doorstep because they don’t know you exist. Think about the foot traffic you’d miss, and the potential new customers that would never even show up on your radar.

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Painkillers or Vitamins? What to Take for Improved Demand Marketing Health

By Scott Vaughan

July 6, 2016

Mastering B2B marketing is getting more challenging. Customers’ expectations are rising, markets are more dynamic than ever, business seems to be continually in transformation mode, and the corner office and sales honchos are screaming for “leads” (translated = “opportunities”).

With so many moving, changing parts to think through, we B2B marketers often find ourselves in a constant dilemma, masking short-term pains rather than addressing mid- and long-term needs to scale our capabilities and make greater contributions to the business.  

At Integrate, we find ourselves in this situation from time to time and we see it every day with the hundreds of B2B marketing teams we work with to automate and orchestrate their demand marketing efforts.

Until recently, the much more common approach had been fixing demand gen issues with a painkiller; that is to say, generating larger and larger volumes of leads.

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10 Demand Marketing Strategies That May Up Your Game

By Triniti Burton

We’ve been on a mission for the last year to help demand marketers up-level their game. Recently, we facilitated a recognition program to shine a spotlight on the Top 40 Demand Marketing Game Changers. And now we’re working to unearth their demand marketing secrets so we can not only learn from them but share them with you.

If you missed the recent Game Changers in Action webinar, then this article is for you. Demand Marketing Game Changer Scott Fingerhut, WW VP of Demand Generation at Elastic, shared some sage marketing advice that can help us all be better demand marketers.

I’ve distilled Scott’s 20 minutes from the webinar into 10 demand marketing tips that will hopefully give you some new ideas on how you can approach your role and your relationship with current and prospective customers. 

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Why Demand Marketers Are Developing Customizable Data Ecosystems

By David Crane

Last September we published an article that discussed why, over the last few years, marketers and the MarTech industry have gradually come to favor customizable marketing technology stacks.

The article explains how marketers are no longer seeking all-inclusive, out-of-box marketing systems to simplify their jobs; instead, they’re looking for innovative ways to leverage multiple systems to their advantage.

Unsurprisingly, this emerging mindset of customization is also having great impact on the ways in which marketers identify, coordinate and use the data that fuels these finely tuned tech stacks.

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The Content Marketing Wheel: A Smart Approach to Content Strategy

By Amy Chick

June 23, 2016

If you’ve been playing in digital content for any period of time, you’re probably familiar with this scenario: you publish a new blog post, get a spike in traffic and engagement, then watch your analytics level out. It’s a common pattern in B2B marketing — only 10% of blog posts continue to increase visits over time, after the initial traffic spike. 

This linear process creates an imbalance between the input — the time and resources devoted to content development — and the ROI of your content marketing. If you really want to make an impact with your strategy, it’s time to try a new approach. 

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Schizophrenia in B2B Demand Marketing: Why Making Progress Can Be So Hard

By David Crane

Demand marketing is a succinct term. Properly defined, it gets a lot of information across quickly and easily (saving us content marketers from character limits…not to mention the occasional onset of Carpal Tunnel Syndrome).

But such simplicity can be problematic. It allows us to neglect the nuances of a very complex relationship of processes, technologies and data. And with how busy demand marketers are these days, we often don’t even notice the unintended consequences.

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