Strategies for B2B Executives: How to Boost Content Marketing ROI and Impact

MarketingProfs | August 05, 2020

Although those in the C-suite often feel disconnected from content marketing, they can nonetheless be key contributors to its success for their organization. For many executives, content marketing, or its impact, is like a unicorn: Someone might have told them it's real, but they don't have the time or inclination to prove it. That, together with other constraints, leads executives to leave the management and measurement of content marketing to marketing managers. What may grab the attention of execs is that content marketing can provide conversion rates up to six times higher than other digital marketing methods. However, though the ROI can be high, top-quality content marketing requires a significant time investment—from planning to writing to editing to distribution.

Spotlight

With customers consistently seeking fast, convenient and simple self-checkout experiences, retailers are understandably reluctant to do anything that will add friction at checkout. However, customers want to feel confident that their transactions are accurate, and retailers need to trust in the systems’ ability to protect the st

Spotlight

With customers consistently seeking fast, convenient and simple self-checkout experiences, retailers are understandably reluctant to do anything that will add friction at checkout. However, customers want to feel confident that their transactions are accurate, and retailers need to trust in the systems’ ability to protect the st

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CONTENT MARKETING

GraphCMS Joins the MACH Alliance to Federate Composable Architectures

GraphCMS | November 25, 2021

GraphCMS, the Berlin-based company behind the headless GraphQL content federation platform that helps leading companies unify the content layer by federating business-critical APIs, announced that they have joined the MACH alliance, an independent group of tech companies advocating for an open and best-of-breed enterprise technology ecosystem. As part of the MACH alliance, GraphCMS will work closely with the other members to guide companies on how they can benefit from a lean and modular approach to enterprise technologies, by adopting MACH (microservices, API-first, Cloud-native SaaS, and Headless) architectures. Liberating data effectively from legacy and third-party systems is a key challenge for digitally-driven enterprises as they strive towards creating immersive, high-performance digital experiences. GraphCMS’s leading content management capabilities and novel approach to remote data fetching from external systems such as other MACH vendors — dubbed “Content Federation” — enables microservices to talk to each other, helping organizations deliver cutting-edge digital experiences across platforms, from streaming services to innovative new eCommerce platforms in a fraction of the time. Companies can build complex applications while aggregating their data from multiple sources into a single API, effectively eliminating content silos and “API Sprawl”. The MACH alliance’s ethos of encouraging companies in adopting modern, composable microservices rather than monolithic suites is extremely aligned with our own vision at GraphCMS, as we work with our customers in modernizing their stacks using best-of-breed solutions.” Christopher Kühn, CCO at GraphCMS Already supporting companies like Telenor, Burrow, 2U Inc., and Prym in their ambitious initiatives to deliver better digital experiences to millions of consumers via Content Federation, GraphCMS aims to accelerate the enterprise adoption of MACH compliant software architectures as the “glue” that federates them together into a single GraphQL API. “We’re thrilled to be joining the MACH Alliance. Their approach represents the future of software, where companies are in charge of defining composable tech stacks that are perfectly aligned with scaling their business model, rather than adapting to inflexible monolithic suites”, adds Ronak Ganatra, VP of Marketing at GraphCMS. About GraphCMS GraphCMS is the first enterprise-class headless content management and federation platform that enables data unification from multiple APIs. With the industry's most versatile GraphQL content APIs and a novel approach in external data sourcing via API extensions, the content platform enables use cases beyond simple headless CMS' capabilities. Enterprise customers see GraphCMS as a database highly optimized for structured content while giving content creators the tools to build their ultimate content pipeline. GraphCMS is developed by GraphCMS GmbH, headquartered in Berlin, Germany, and is currently enabling over 50,000 teams across the world to rapidly build and deliver tomorrow’s omnichannel digital experiences at scale. About the MACH Alliance The MACH Alliance is a non-profit organization, governed by an independent board and does not endorse specific vendors, members, or otherwise. The Alliance was formed in June 2020 to help enterprise organizations navigate the complex modern technology landscape. It aims to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native, and Headless. All MACH Alliance members meet certification principles that are published on the website. Founding members include Amplience, commercetools, Contentstack, EPAM Systems, and Valtech. The MACH Alliance welcomes technology companies and individual industry experts who share the same vision for the future.

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OMNI CHANNEL MARKETING

Treasure Data Partners with Sinch to Enhance ‘Conversational Commerce’

Treasure Data | March 23, 2022

Treasure Data announced a strategic partnership with Sinch to offer more personalized and engaged conversations with customers across various channels. Treasure Data is an award-winning enterprise customer data platform (CDP), while Sinch is a global leader in mobile customer engagement and cloud communications. This partnership will address the needs of businesses to create effective mobile channel communications using real-time profiles. It will also facilitate 360-degree customer interactions to reach audiences by automating AI chatbots and voice bots conversations, marketing campaigns, and servicing them through service agents. "As we continue to expand beyond marketing applications, Treasure Data's partnership with Sinch is important for introducing the value of Treasure Data CDP to the CPaaS market, The combination of Sinch and Treasure Data directly addresses our customers' requests to easily access unified consumer data, insights, and personalized recommendations from contact center, mobile marketing campaigns and conversational AI sources. With our joint solution, businesses are equipped with the data to provide relevant conversation that engages, converts, and drives an exceptional experience." Thomas Kurian, Head of New Markets at Treasure Data "We are seeing a clear trend of customers wanting to not only just receive information from their favorite brands, but also to get personalized content and the option to engage on their mobile device," says Rick van Esch, Vice President of SaaS Business at Sinch. "The only way to get that level of information, and provide experiences the market demands, is to connect data points over the course of the customer journey with a best-of-breed CDP like Treasure Data. When we combine this with our SaaS products and CPaaS, which has access to virtually any mobile phone on the planet using the customer's preferred channel, we have an extremely appealing offering to businesses worldwide to connect with their customers."

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CHANNEL PARTNERSHIPS

Future Today Partners with YouTube Sensation Brat TV

Future Today | January 25, 2022

Future Today has partnered with Brat TV, one of YouTube’s most viewed content creators. They have launched a dedicated AVOD channel that features Brat TV’s popular video series for teenage audiences. Brat TV was launched in 2017 and has already garnered more than 1.6 billion views on YouTube. This AVOD channel is free on Roku and Fire TV and offers 85 hours of original programming, including Chicken Girls starring Hayden Summerall, Annie LeBlanc, and Brooke Butler. It also has On the Ropes starring Ava Jules, Ryan Garcia, and Bella Shepard, and Crown Lake starring Emily Skinner, Francesca Capaldi, and Kyla Drew. Many other shows that feature teen influencers across social media are also a part of the programming. Future Today provides a complete suite of streaming technologies and services, from video management to advertising and monetization solutions, promotion, and much more,” said Chase Logan, Director and Head of Postproduction at Brat TV. “They are the perfect partner to help us scale our business, reach new audiences, and expand our distribution across CTV platforms. With their support, we’re able to deliver the beloved content our fans crave on the most engaging video platforms – TV.” The brand-safe content and popularity with teenage audiences makes the Brat TV titles very attractive to our advertiser audiences and popular big-brand distribution platforms. We are very happy to be selected to help expand Brat TVs reach. They are the perfect complement to our existing line-up of kids and family programming.” Vikrant Mathur, Co-Founder and CEO of Future Today Future Today offers a comprehensive solution for content owners who want to launch new streaming channels, monetize their content across OTT platforms, grow their audiences. They have developed a proprietary portfolio of streaming technologies, solutions, and services like video management, publishing and maintenance, app development, advertising, cross-channel promotion, and more. The launch of this Brat TV AVOD channel is Future Today’s first step into dedicated teenage audience programming. It offers new opportunities for advertising to this highly popular demographic.

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