27 April 2015

Obviously, content is key for a successful inbound marketing process. Getting the right info to the right target groups at the right time can be a real challenge for even the most seasoned inbound marketer.

In my previous article I referred to the overwhelming amount of marketing software to help you manage these data flows. However, the content itself still needs to be created. And for that you need human talent! Now there’s a lot of discussion and even competition going on between copywriters and journalists when it comes to writing content.

Since they’re trained to relate to different target groups, I have always believed that good copywriters should be able to write just about anything for anyone. But then again, when I listen to some old school copywriters, I doubt they even understand what modern marketing is all about. Check out this funny film for example. It shows how dramatically the copywriting (and advertising) business has changed!

Personally, I think background doesn’t really matter, but I’m convinced that good content writers can make a difference. Just like good copywriters or good journalists. I believe that the era of inbound marketing has created many opportunities for people who love to write and want to make a living out of it. That’s good news right? So, forget the niches and focus on the content. Know who you write for and make it worth reading!

An ideal content management team contains journalists, copywriters, bloggers and social media experts who create, gather and promote your client’s content. The better you are at this, the more visitors you will attract and leads you will generate. And only then, you can bring on the software.

Copywriters or journalists? Read all the arguments here.

Peter Foubert


29 March 2015

In his 2015 marketing technology landscape, marketing technology blogger Scott Brinker has counted 1,876 vendors represented across 43 categories. And a 2014 Gartner report stated that by 2017 CMOs will have bigger technology budgets than CIOs.

Obviously marketing people are looking for digital tools that can help them collect and manage data from their customers. But they want them now, and tomorrow they might need something else.
So the IT guys try to keep up, creating these tailor-made solutions. Much against their nature, since they’re used to relatively long periods of development and execution. Marketing automation tools like Marketo, Eloqua and Marketing Cloud solutions created by Adobe, Salesforce.com and Oracle are great, but still they’re having trouble explaining (in a non-technical way) where exactly they fit in the marketing process.

Clearly there is a cultural and work-style mismatch between engineering-focused IT and user experience-focused marketing. That’s when the marketing manager calls upon his advertising agency to help him. After all, they know everything, right? Thanks to those inbound marketing tools we have been able to bring sales and marketing closer together. But the merge with IT might be the real challenge for any modern agency in 2015. In today’s market, agencies have to interact with marketing, sales, AND IT managers and they need people who can think like any one of them.

Unless they want to be one of those vendors, a real marketing agency will need people who can create content, people who know where and how to use it and people who understand and interpret incoming data. All of this within their overall marketing plan, of course. That’s why half of all new marketing hires in the future will have technical backgrounds.

Schools must quickly adapt to those needs and prepare a whole new breed of marketers. For now, we’ll have to create our own ‘hybrid agencies’. We’re doing just that, but how about you? Feel free to share your thoughts on this and tell us how you cope with these new challenges. This is our Brand Journey Model, an effort to explain in a simple way how we create an integrated marketing plan. Again, feel free to download it here and comment or contact us.

Peter Foubert

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