Pixelmattic's Marketing Podcast: Recent Episodes

Sandeep Kelvadi

Marketing insights, brand strategy, content marketing and WordPress tips for business owners and marketers.

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As a business, you are probably spending most of your time creating new strategies, updating your products and services. But what about the audience that is already there? It’s important to know who they are, how they behave, and what kind of product/services they expect from you. Our new episode on Audience Research can help you with that. 

What we have covered in this episode:

  • What is audience research?
  • The importance of audience research for marketing success
  • Fundamentals of audience research.
  • Exploration of audience research techniques
  • What to expect from your audience research.
  • Examples of marketing that are based on target audience persona

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A digital audit is a process of inspecting, examining, and analyzing your digital assets. A digital audit is a catch-all term that includes different types of audits under it. It can also mean other things under different contexts. In this post, we look at digital audits from the perspective of brand and marketing and optimizing a business’s digital assets for better ROI.

Here are a few reasons why the digital audit is necessary:

  • Identify and examine all of your digital assets so that you can apply the 80/20 rule later
  • Understand how your business and brand is presented to the world digitally and how it’s perceived
  • Identify problem areas and growth opportunities
  • Gather vital information for your future digital marketing plans

What we cover in this episode:

Brand Audit - What is Brand Audit and why is it important?
Content Audit - What is a Content Audit and how to perform a content audit?
Performance Audit - What is a Performance audit and why is it necessary?

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What is the role of Brand Positioning?

Brand positioning is not just a“good to have” strategy. It has a key role to play in meeting your marketing and also sales objectives. Here are some roles that brand positioning plays:

  1. Stand out from the competition – Creating a solid brand position helps you stand out from your competition. This is especially useful for B2B companies. In most B2B industries, multiple brands have the same offering with marginal differences. Having solid brand positioning is all the more important here.
  2. Breakthrough the noise – The internet today is full of noise and clutter. Digital marketing has become more challenging in this crowded space. A strong brand position helps cut through the clutter and establish brand recall.
  3. Justify pricing strategies – When consumers can clearly see the value your product offers, they will see value for money spent. This message can be conveyed effectively through good brand positioning.
  4. Amplify your brand promise – While your tagline might clearly state your brand promise, brand positioning can help amplify this. Over time, this can help push leads further down your sales funnel.
  5. Create a framework for marketing – Knowing what you want your brand positioning to be can guide marketing tactics. It can serve as a framework for all messaging. Right from your website, social media, to even promotional products.

Read more about the nuances of brand positioning on our blog.

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By analyzing and evaluating website content periodically, you can truly understand if your content marketing strategy has worked.

A website content audit is not just a check of content inventory. It is a more in-depth process built on data analysis and techniques. This process will give a clear picture of what content works and what doesn’t. This process will help you refine your existing content marketing strategy.

10 Podcasts about digital content audits

If you are looking for further information on this topic, here are our topic picks that you can listen to from around the podcast world.

  1. Why Audit Your Website?
  2. How to Do a Content Audit for Your eCommerce Website
  3. Content Audit: Building Your Content Marketing Foundation
  4. How to do a Website Content Audit to Revitalize Your B2B Marketing Strategy
  5. Website Content Edits: By the New Marketing Show
  6. The Importance of an SEO Audit with Brian Harnish
  7. The Ugly & Beautiful Truth About Content Audits
  8. What Should Be Included in Your SEO Audit?
  9. How to do a Content Audit with Jennifer Rogina
  10. How to Run a Content Audit with Kelsey Jones

Download a free content audit template.

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Content marketing is a marketing technique that involves developing unique and relevant content that holds value for your customer. It is how you communicate with your existing and potential customers about your products without directly pushing a sale.

Because of its organic nature, the customer is more receptive to it than a traditional commercial. You simply state the facts and information about your product, and it is the customer who concludes whether he/she wants to purchase it.

Here’s how content marketing is changing the game and why you should be using it to grow your business too

  1. It boosts your brand awareness.
  2. It is pull marketing rather than push marketing.
  3. It delivers a higher ROI.
  4. It improves your visibility.
  5. It builds your relationship with the customers.
  6. It is cost-effective.
  7. There is a constant demand for good content.
  8. It nurtures leads and prospects.
  9. It helps you stand out from the crowd.
  10. Ultimately, it all boils down to successful conversions.

Want to know how Shopify, Coverfox and Glassdoor to their advantage? Read our latest post on Content Marketing Examples.

How to build a content marketing website?

To generate leads with content marketing you need a content marketing website. The first step is to create a website that catches the prospect’s eye. Here are a few steps to build a content marketing website.

  1. Build a variety of landing pages that are SEO and conversion-optimized
  2. Understand how people are finding your site
  3. Have a clear CTA
  4. Provide in-depth content which proves your authority in the industry

Read our in-depth WordPress optimization guide for marketers to get the best out of your website.

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Brands are not built overnight. It takes time and effort to build a good brand. More importantly, it needs a thorough brand strategy. Investing in a brand strategy is the first step towards long term growth. 

  • What is Brand Strategy?
  • What are the Key Elements of a Brand Strategy?
    • Step 1: Defining your vision and goals
    • Step 2: Understanding Your Customers
    • Step 3: Formulating your Brand Personality
  • Why do Some Brand Strategies fail?
  • Successful Brand Strategies
  • Brand Strategy Framework

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  • Key elements of a B2B Customer Acquisition Strategy
  • Why is B2B Customer Acquisition harder than B2C?
  • Identifying the B2B Customer Journey
  • How to segment B2B customers?
  • Creating an ideal B2B Customer Profile
  • B2B Customer Research
  • How to target and engage B2B customers
  • Managing customer expectations
  • Content strategy for B2B
  • Success stories of B2B Customer Acquisition

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  • The importance of content marketingContent marketing is no longer just - using content as a marketing tool. It is acknowledging that the audience has evolved. Just churning out content and expecting your audience to consume it no longer works.

  • Key Statistics About Content Marketing

    1. Websites with a blog attract 55% more visitors.
    2. 66% of consumers chose short videos as their favorite medium to learn about a brand.
    3. B2B companies who blog consistently receive 67% more monthly leads than companies who don’t.
    4. 47% of B2B buyers consumed 3-5 pieces of content from a company before engaging with a company rep.
    5. 51% of content consumed on the internet is driven by organic Google search

Sources: https://www.quicksprout.com/how-to-scale-your-lead-generation-through-blogging/
https://www.wyzowl.com/video-marketing-statistics/
https://www.demandmetric.com/content/content-marketing-infographic
https://www.demandgenreport.com/resources/research/2016-content-preferences-survey-b2b-buyers-value-content-that-offers-data-and-analysis/

  • How is Content Marketing Different From Traditional Marketing

    1. Permission Versus Intrusion
    2. Pull strategy works better for long term
    3. You don't need a big budget to stand out
    4. The absolute best option for B2B companies
    5. Encourages referral
    6. Content Marketing and Sales EnablementMarketing and sales often work in silos and can look at the same piece of content very differently. Many salespeople may not even be aware of how content marketing helps. Hence, it is crucial that sales and marketing are on the same page about content marketing strategies.
    7. Content marketing for Organic SearchContent marketing and organic search are interconnected. They have a huge impact on each other and cannot exist in silos. Hence SEO strategy needs to be an integral part of content marketing strategy. It needs to be aligned with content marketing goals much before you start creating content. SEO research needs to form the framework for the content you create.
    8. Content Marketing is the Engine to Your Growth SystemWhen a set of marketing strategies and tactics lead to results requiring less effort each time, it creates a virtuous cycle of long term success. The value of content marketing lies in the fact that content is reusable, it can be repurposed, but most importantly it has a long shelf life.

Our Digital Growth System is founded on this principle and leverages the benefits of content marketing to drive the growth system. * Case Studies - Brands that Got Content Marketing Right 

1. IBM - Leveraging Influencers for Content Marketing
2. Coding Sans - Good Content is an Investment for the Future
3. Buffer - Consistency is Key to Content Marketing