by Fronetics | Nov 20, 2018 | Blog, Content Marketing, Data/Analytics, Logistics, Marketing, Strategy, Supply Chain
Finding, analyzing, and using the right metrics effectively is crucial to a successful content marketing strategy.
Accountability and showing a solid return on investment is everything when it comes to ensuring that your business is allocating adequate resources to marketing. And let’s face it, too many executives think that marketing is, at best, about supporting sales or, at worst, a department that exists to paste logos onto coffee mugs.
Writing for Marketo, Content Marketing Specialist Bryson Runser points out that as an “informed marketer, it’s your duty to infuse credibility into your organization by way of meaningful metrics that tie directly to your top and bottom line.” While the C-suite famously cares nothing about internal marketing metrics like Facebook likes or click-through rate, metrics are crucial to the success of marketing the supply chain. Not only that, effective use of metrics is the best way to establish the function and importance of the marketing department within your organization.
[bctt tweet=”Effective use of metrics is the best way to establish the function and importance of the marketing department within your organization.” username=”Fronetics”]
Numbers don’t lie
One of the main aspects of the “crisis of accountability” is a problematic view of what marketing is: “if marketing leaders insist that marketing is an art and not a science,” Runser writes,” then the department will remain isolated from other groups.” Establishing that content marketing is not only dependent upon data, but can also be measured, is key to changing that perception.
“Marketing must be able to justify their expenditures as investments in revenue and growth,” writes Runser. Of course, it’s partly a chicken-and-egg issue, since getting to the point of being able to talk about expenditures in this way does require investment from the top of your business.
We know that measuring the impact of content marketing can be tricky. But it’s not impossible. The first step is determining the right metrics to track. For more detailed ideas and analysis, check out this post, which details how to determine and use metrics to measure the impact of content marketing on brand awareness.
Why are you reporting?
Collecting and reporting on marketing ROI can feel like you’re spinning your wheels and collecting meaningless data. But it’s crucial to keep metrics focused on the main goal: to enable you and your business to make decisions that improve your marketing efforts. “This is the difference between backward-looking measurement and decision-focused management,” says Runser.
Data for the sake of data doesn’t do any good. Data should be used to shape insights, which in turn informs priorities and actions for your business. We’ve written before about the danger of vanity metrics, which have no bearing on your bottom line but can give you an inflated sense of success.
It’s very easy to fall into the trap of meaningless data collection, especially when marketers are often struggling to prove their worthiness to the C-suite. But using metrics to improve marketing’s performance will go a long way towards winning over executives. “[B]y aligning data measurements with your company’s strategic objectives,” Runser writes, “it will be easier to allocate resources by revenue impact.”
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by Fronetics | Nov 19, 2018 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
For B2B buyers, case studies are still the most popular type of content. Check out our infographic below to discover the five elements of an effective B2B case study.
Did you know that 89% of B2B marketers consider customer testimonials and case studies to be the most effective kinds of content in converting buyers? A well-written case study engages prospects and generates leads. But what is an effective case study? And how do you create one?
[bctt tweet=”Did you know that 89% of B2B marketers consider customer testimonials and case studies to be the most effective kinds of content in converting buyers?” username=”Fronetics”]
These five elements are the key to maximizing the effectiveness of your case study:
1. Story
While it’s true that case studies are about the data, what makes them attractive to buyers is the story. This isn’t a sales pitch — it’s an opportunity to use data and testimonials to present a narrative to prospects about how your products and services helped another business.
2. Information and education
Think of your case study as an opportunity to educate your prospects about how your business has helped organizations similar to their own. Again, this is not a sales pitch. In fact, case studies that are written as sales pitches tend to be ineffective. A case study gives your prospects information and educates them so they can make an informed decision about what’s best for their business.
3. Concrete examples
Case studies are data-driven and offer concrete examples. This is one of the primary reasons they are a high-performing content type. An effective case study makes it easy for readers to find the information they’re looking for, using elements like bullet points, quotes, and lists to clearly and concisely convey key data.
4. The right length
There’s a delicate balance between presenting complete information, telling a story, and avoiding minutia that’s too specific to matter to your prospects. Ideally, you want your reader to be able to skim quickly and get an overall view, and then dive back in for more details. If your case study leaves your prospect with questions about how your products and services helped another business, chances are it doesn’t include enough information.
5. A simple outline
- The Challenge: What challenge or challenges was your customer facing before working with you?
- The Solution: How did your business address the challenges your customer was facing?
- The Results: How do your metrics demonstrate the immediate and ongoing results of your solution?
(Made with Canva)
The takeaway
Case studies are your opportunity to use your successes to create a narrative, supported by key metrics, that demonstrates how your business successfully addressed the challenges faced by your customers. Telling a compelling story is one of the best ways to engage your prospects and convert leads.
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by Fronetics | Nov 15, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
The popularity of video marketing is on the rise, and savvy supply chain marketers are using this medium to tell their brand’s story, broaden their audience, and generate leads.
Video is the most popular form of content being consumed online today — and it shows no sign of slowing down. Smart supply chain marketers are developing a visual storytelling strategy that offers consistent delivery of valuable content.
Wyzowl’s The State of Video Marketing in 2018 provides a lot of data and an excellent overview of video marketing. Read on for our key takeaways.
Video usage is continuing to grow
Not only are more and more businesses using video as a marketing tool, and planning to continue to do so, but a majority of businesses that don’t use video plan to start doing so this year. This means that supply chain marketing will continue to expand in this more visual direction. Marketers should adjust their strategies to favor content that lends itself to this kind of storytelling.
Of course, it doesn’t take a survey to know that video is taking over the way we consume content. If you use the internet, you’re bound to have seen the significant uptick in video content over the past three years. This medium is now a central part of how we live, and it’s not going anywhere.
When it comes to user experience, video adds a tremendous amount of value. In fact, when both video and text are available on the same page, Wyzowl found that 72 percent of people reported that they would rather use video to learn about a product or service.
[bctt tweet=”When both video and text are available on the same page, Wyzowl found that 72% of people reported that they would rather use video to learn about a product or service.” username=”Fronetics”]
What does this mean for your marketing strategy? The obvious answer is use more video content. Consider accompanying data-heavy blog posts with explanatory animated videos, conducting and sharing video interviews with executives or industry leaders, or turning a case-study into an animated video presentation.
Sharing is everything
Creating compelling video is only half the battle — the next step is making sure it gets to the widest possible segment of your audience. You might think that it’s just cat videos that get shared on social media, but according to Wyzowl, “if you create video content that your specific audience enjoys, 83 percent of consumers would consider sharing it with their friends.”
So, what makes content share-worthy? There aren’t really any gimmicks here. What you need is quality, well-researched content that visually engages viewers. At Fronetics, we’ve written extensively about video marketing. Here are a few posts that may interest you if you’re curious about how video can fit into your content strategy.
by Fronetics | Nov 14, 2018 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Looking to keep up with happenings in the supply chain industry? These are our top five supply chain websites to follow.
One of the best ways to keep up with supply chain trends, innovations, and best practices is by following leading industry websites. In this guide, we’ll explore our top five picks for our favorite supply chain sites.
1. SupplyChainBrain
Website: www.supplychainbrain.com
About
SupplyChainBrain is a comprehensive supply chain management information resource, offering insights from experienced industry professionals and trusted content partners.
Key Features
- Coverage of fundamental supply chain principles
- Identification of emerging trends and strategies
- Over 2,000 videos and regular podcasts
- Extensive blog network and research papers
Why We Like It
SupplyChainBrain stands out for its depth of content and variety of media formats, making it an invaluable resource for both newcomers and seasoned professionals in the supply chain industry.
2. Supply Chain 24/7
Website: www.supplychain247.com
About
Supply Chain 24/7 is an informative online business resource catering to transportation, distribution, logistics, and supply chain professionals.
Key Features
- Webcasts and whitepapers
- Industry-specific news and photos
- Company overviews by industry
- Coverage of trending industry topics
Why We Like It
Supply Chain 24/7 offers a well-rounded mix of content types and industry coverage, making it easy for professionals to stay updated on various aspects of the supply chain world.
3. Supply Chain Digest
Website: www.scdigest.com
About
Supply Chain Digest is a leading online newsletter and website designed for busy supply chain and logistics professionals. It provides a comprehensive platform for news, insights, and solutions in the supply chain industry.
Key Features
- Weekly online newsletter with curated industry information
- News Bites feature for quick summaries of important updates
- In-depth articles and commentary from industry experts
- Webinars and video content on emerging trends and technologies
- User-friendly search function for easy access to specific topics
Why We Like It
Supply Chain Digest excels at distilling complex industry information into digestible formats. Their “News Bites” feature is particularly useful for professionals who need to stay informed but have limited time. The balance between quick updates and in-depth analysis makes this site a valuable resource for all levels of supply chain professionals.
4. Supply Chain Management Review
Website: www.scmr.com
About
Supply Chain Management Review (SCMR) is a comprehensive resource covering the entire spectrum of supply chain management. From sourcing to final delivery, SCMR provides insights on all aspects of the supply chain process.
Key Features
- In-depth coverage of key supply chain activities including sourcing, purchasing, and inventory management
- Articles on emerging trends such as sustainability and digital transformation in supply chains
- Access to both digital and print versions of their magazine
- Podcasts featuring interviews with industry leaders and innovators
Why We Like It
SCMR stands out for its holistic approach to supply chain management. The site doesn’t just focus on individual components but provides a big-picture view of how different elements of the supply chain interact. Their mix of theoretical knowledge and practical case studies makes it an excellent resource for both learning and application. The addition of podcasts also offers a convenient way for professionals to consume content on-the-go.
5. Fronetics
Website: www.fronetics.com
About
Call us biased, but the Fronetics’ site hosts scores of valuable information about every aspect of the supply chain industry. You’ll find highlights of the lastest industry reports alongside articles that dig into the minutiae of B2B social media strategies.
Key Features
- Well-researched and well-written content covering supply chain trends and news
- Articles and DIY guides for marketing your supply chain business
- Case studies highlighting successful marketing and content strategies
Why We Like It
Fronetics is a leading marketing agency helping supply chain clients to improve and accelerate visibility and revenue growth. Their blog features various Fronetics team members, with occasional guests, and provides insights on today’s supply chain trends, issues, and hot topics.
Staying informed about the latest trends, technologies, and best practices in the supply chain industry is essential for professional growth and maintaining a competitive edge. By following these top supply chain websites, you’ll have access to a wealth of knowledge and insights from industry experts.
We encourage you to explore these resources and find the ones that best suit your informational needs. Don’t forget to bookmark your favorites and check them regularly for the latest updates.
What are your go-to supply chain websites?
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by Fronetics | Nov 13, 2018 | Blog, Content Marketing, Data/Analytics, Logistics, Marketing, Strategy, Supply Chain
The results are in: Artificial intelligence (AI) has significant value for many business sectors. But what are the most effective ways to apply AI to your supply chain management company?
Executives of many leading companies are looking for ways to integrate AI into their operations. A recent McKinsey & Co. study estimates that 40% of the potential value associated with data analytics today comes from techniques called “deep learning.” Deep learning refers to AI that can monitor a system and make adjustments rather than simply repeate a single task. Industry use of deep learning techniques remains relatively low as companies determine how best to use AI to meet business needs.
[bctt tweet=”Using AI this way can improve forecasting accuracy by 10-20%, allowing companies to reduce inventory costs by as much as 5% and generate 2-3% increased revenue.” username=”Fronetics”]
Supply chain management is one of the business sectors that can get the most value out of deep learning techniques. Brick-and-mortar retailers tend to see a 1-2% increase in sales revenue when they use AI to personalize promotions based on customer data analytics. Supply chain management organizations can expect to see greater benefit from AI that forecasts demand by analyzing the underlying market factors. Using AI this way can improve forecasting accuracy by 10-20%, allowing companies to reduce inventory costs by as much as 5% and generate 2-3% increased revenue.
In addition to reducing inventory costs in supply chain management organizations, deep learning can create trillions of dollars in value in marketing and sales revenue and save costs through predictive maintenance. The best way to determine how AI can serve your needs is to look at how your organization uses traditional analytics techniques: AI can often provide higher performance in conducting analytics and introduce additional layers of analysis. The technology is always improving, so the potential value for companies adopting deep learning techniques is expected to continue to rise.
There are, however, obstacles facing companies looking for ways to use AI techniques. It is essential to plan for the security and privacy issues of data analytics. Deep learning works best with large-scale datasets, which not all organizations can assemble or access. The level of expertise necessary to implement and service AI technology comes with added expenses, but determining the right way to apply AI to your organization makes these costs and challenges a rewarding investment.
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by Fronetics | Nov 12, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Social platforms create an opportunity to connect with prospects but only if your efforts align with customer preferences. Here’s how brands can focus on creating content that customers actually want.
In 2018 social media platforms have made a concerted effort to keep their platforms, well, social. User experience is the top priority, and many brands and businesses feel like they’ve been pushed to the back burner.
Businesses aiming to increase brand awareness must think long-term when it comes to social media. Social media marketers need to engage with users, not simply disrupt the user’s experience. This means that content shared by a brand needs to be relevant, useful, and let’s face it, visually engaging.
The overlap between brands and users
In the 2018 Social Sprout Index, researchers found that 61% of marketers create posts that teach readers something. But that’s not all, 59% of consumers reported wanting to read posts that teach something. The connection is obvious.
[bctt tweet=”In the 2018 Social Sprout Index, researchers found that 61% of marketers create posts that teach readers something. But that’s not all, 59% of consumers reported wanting to read posts that teach something. The connection is obvious.” username=”Fronetics”]
Businesses looking to increase user engagement on social platforms need to focus on providing users with what they want. Users want you to teach them. So, showcase why your brand is a leader in your industry or highlight how your products or services can be the solution to a problem.
Most social media users are still using platforms to connect with friends and family, so it’s imperative for businesses to focus on authentic engagement. This can only be accomplished by connecting readers to useful and informative information.
“The most enlightened social marketing strategy integrates awareness and consideration stage content — opening the door with entertainment and inspiration, then carrying audiences across the threshold with education, information about new product offerings and discounts and sales.” Social Sprout Index 2018
And while 80% of marketers report increasing brand awareness as their primary social media goal, it’s not always easy to know how to get started creating relevant content that will resonate with users. Here is Kettie Laky, Social Media Director, to explain how businesses can be helpful to users on social platforms.
Video: How businesses can be helpful on social platforms
Takeaway: Focus on what’s important
It’s time for marketers to stop wasting time and resources on content that doesn’t resonate with users. Aligning priorities between what users want and what marketers are producing is key to creating long-lasting relationships with prospects. Brands who are actually helpful, not intrusive, will reap the benefits of their hard work.
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