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Tools that a Marketer Should Use to Boost Their Marketing Efforts Digitally

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Tools that a Marketer Should Use to Boost Their Marketing Efforts Digitally

Getting to know more about Digital Marketing

Digital Marketing commonly refers to marketing a product or service on the web. This type of marketing revolves around the use of the following: the internet; technological devices such as mobile phones, laptops, and tablets; and other digital media. One of the most important aspects of digital marketing is its ability to reach a large audience with relatively little investment. This is because digital marketing platforms, such as search engines and social media networks, are extremely cost-effective channels for reaching potential customers.

There are numerous digital marketing techniques including Search Engine Optimization (SEO), Paid Search Advertising (SEM), Social media marketing, Content marketing, Influencer marketing, Email marketing, Mobile marketing, and Affiliate marketing. All these marketing techniques can do a lot in leading your business to success. It is not necessary to use all of them, but make sure that you are implementing any of these digital marketing techniques.

Keep reading to learn more about why you should incorporate digital marketing in your business and what tools should you need for its success.

Incorporating your Business with Digital Marketing Tools

Digital marketing is a relatively new marketing channel. In fact, there are still businesses that don’t incorporate digital marketing in their marketing system. Either they lack the experience and knowledge to use digital marketing platforms effectively, or they do not have the budget to invest in one. In spite of this, digital marketing doesn’t mean that it is impossible to start a business. In fact, anyone can benefit from digital marketing. They just need to place the right online marketing strategy.

So, what does it take to start a business with digital marketing? First and foremost, it is important to have a clear understanding of your target market and what needs and wants they have. Being knowledgeable about these factors will allow you to create content that is relevant and engaging to your audience. It is also important to have a solid plan in place to promote your brand on major digital marketing platforms, such as search engines and social media networks.

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When you market your business online, having a website is imperative. This can involve creating a website, optimizing your site for search engines, and utilizing other methods of online marketing to increase the reach of your business. These methods include creating video content for your website. And videos play a very important role in marketing your business’ product. With videos, you can communicate with the audience in a way that text could not.

Leverage with Digital Marketing Tools

Digital marketing tools are essential for businesses of all sizes. Integrating your business with digital marketing tools can lead you to reach a wider audience more efficiently. With the right tools, you can target your advertising to the right people, measure your results, and improve your strategy over time.

There are many reasons to use digital marketing tools for your business. One of these is that digital marketing can give results to your investment. Investing with tools can help you achieve better results than traditional marketing methods.

Utilizing tools for your business can improve your website’s search engine rankings, which will lead to more website traffic. One great example is using a tool to improve your video marketing campaign. The secret behind an effective video marketing campaign is a video editing tool that lets you create engaging video content. Utilize a video editor online that allows the user to crop, add subtitles, compress a video, and record your screen. The online screen recorder lets you easily record your screen online with just a few clicks. Using this tool, there is no need to install software which means you can use it right the moment you need it.

The screen recorder tool has a very easy-to-use interface. All features you need can be seen easily inside. While if you still are confused, you can definitely rely on the tutorials that tell how to screen record on Mac if you are using a Mac device. Don’t worry for Windows users, there are also guides on how to screen record on Windows.

Whether you’re just starting a business or looking to improve your existing strategy, these features can help you better reach and engage your customers. Keep on reading and find more of the marketing tools you might need to boost your digital presence.

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Top 5 Best Marketing Tools

Promoting your products and services can be done easily with the help of utilizing various digital marketing tools. There are a lot of tools out there that you can rely on and all serve different purposes. Listed below are a few of the best tools that you must have to bring your business to success in digital marketing.

1. ProofHub

ProofHub is a project management tool that helps you manage and deliver projects within or across organizations. It provides easy-to-use features such as online sharing, files and documents sharing, Gantt charts, timesheets, custom reports, and discussions in one place. This makes the process of managing tasks fast and simple. Teams can stay connected and on the same page with ProofHub’s mobile apps and desktop clients.

ProofHub is an essential tool for managing projects in small businesses as well as large enterprises. It offers a variety of features that make project management simpler, more secure, and hassle-free.

2 .Todoist

Todoist is a cloud-based task management tool that helps you stay organized and get things done. With Todoist, you can create tasks and projects, set due dates and priorities, and track your progress. Plus, it is integrated with a variety of other tools and services, making it the perfect solution for busy entrepreneurs who need to stay on top of their game.

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As an entrepreneur, you know that time is precious. You also know that the ability to effectively manage your time and priorities is essential to your success. That’s where Todoist comes in. With Todoist, you can create tasks and projects, set due dates and priorities, and track your progress. Its intuitive interface and powerful features can bring up collaboration with others to get the job done faster.

3. Salesmate

Salesmate is one of the most sophisticated and easy-to-use digital marketing tools available out there. It provides businesses with everything they’ll need to succeed in today’s competitive market, including lead management, email campaigns, social media marketing capabilities, customer relationship management (CRM) features, and more. Salesmate helps businesses grow by improving and streamlining their digital marketing efforts, resulting in higher engagement and more conversions.

But what makes Salesmate so great? This tool is incredibly versatile. If you want to create email campaigns and manage your leads, or if you want to use social media marketing to help boost sales, you can do it all with Salesmate. Its interface is easy to use, making it the perfect choice for businesses that are just starting out or aren’t very tech-savvy. And best of all, Salesmate is fully customizable, allowing you to adapt it to your specific needs and branding so that it truly reflects your business!

4. Flipsnack

Flipsnack is a digital marketing tool that can help businesses create and share digital publications. With Flipsnack, businesses can quickly create professional-looking publications, including catalogs, portfolios, and brochures. Publications created with Flipsnack can be shared online or printed out for distribution.

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As a digital marketing tool, Flipsnack makes it easy for businesses to create attractive and engaging publications that help them connect with potential customers and clients. And because of the platform’s intuitive interface and versatile features, even beginners can easily create professional-looking publications without any specialized training or design skills.

5. Creatopy

Creatopy is a digital marketing agency that provides a suite of online tools to help businesses grow their online presence. From website design and development to search engine optimization and social media marketing, Creatopy has the tools you need to succeed online. It includes tools that are best for website design and development, search engine optimization, social media marketing, and more. Their goal is to help every business owner, no matter their size or industry, develop a digital marketing strategy so they can reach more customers and make more sales.

Watch Your Business Grow With Digital Marketing

Digital marketing is undeniably a great way that can help a business in promotion and growth. By using online tools and platforms, you can reach a wider audience and connect with potential customers.

Digital marketing is a powerful process that can help establish a strong online presence, utilize SEO strategies, invest in paid advertising, develop a content marketing strategy, and track the performance of your digital marketing efforts. Get your business into digital marketing and start harnessing its potential today!

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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