Why marketers must be the keepers of their own content - or risk losing it

Digital Marketing World Forum | June 05, 2019

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.

Spotlight

Сontent has proven to be one of the most powerful marketing tools. However, even the content marketing practitioners that have risen to immense heights in their profession, still have to work hard and strive to make sure the result of their efforts meets both business needs and the expectations of their target audiences. At SEMrush, we know what it takes to produce and manage large amounts of content. We are also constantly working on the development of a comprehensive toolkit to help content marketers of all skill levels reach their goals with minimal effort.

Spotlight

Сontent has proven to be one of the most powerful marketing tools. However, even the content marketing practitioners that have risen to immense heights in their profession, still have to work hard and strive to make sure the result of their efforts meets both business needs and the expectations of their target audiences. At SEMrush, we know what it takes to produce and manage large amounts of content. We are also constantly working on the development of a comprehensive toolkit to help content marketers of all skill levels reach their goals with minimal effort.

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MARTECH

ZINFI Expands Its Unified Channel Management (UCM) Platform with Affiliate Marketing Management Solutions

ZINFI Technologies | September 05, 2022

ZINFI Technologies, Inc., a company leading the definition and creation of Unified Channel Management (UCM) solutions and a leader in through-channel marketing automation and partner relationship management (PRM), today announced it has launched a complete set of affiliate marketing management (AMM) solutions as a part of its UCM platform. The newly released affiliate marketing management (AMM) capabilities will allow companies to promote their brands and drive referral and lead generation for their products and services via a globally distributed affiliate network. Most organizations selling globally today are dealing with a hybrid network of partners, including non-transacting partners like consultants, influencers, and brand promoters, as well as transacting partners like resellers, distributors, and agents. It is essential for any market-leading workflow automation platform to have core capabilities associated with managing a hybrid partner base. ZINFI's UCM platform now includes the following affiliate marketing management (AMM) modules: Marketplace – With this module, brands and vendors can easily create private and captive marketplaces to allow their ecosystem partners to provide end-to-end solutions for their customer base. The module also allows end-users and buyers to find a set of complementary partners to deploy simple to complex solutions. Promotion Management – Promoting a brand to its audience is the core value-add an affiliate can bring to the organization. However, it is the brand that must create effective content and distribute it. This module allows affiliates to tap into the power of a distributed ecosystem offering effective marketing and sales promotions. Referral Registrations – While brand promotion is the primary purpose of an affiliate network, measuring performance is critical to judge the effectiveness of affiliate segments and campaigns. This module enables registration of referrals as well as link referral tracking via Urchin Traffic Monitor (UTM), both of which are critical for performance management and tracking. Payment Management – While the job of the affiliate is to promote a brand effectively to its network via promotional campaigns and tools provided by the vendor, rewarding partners with financial remuneration is critical for the growth of a healthy profitable network. Tax management and payment management are core capabilities for this module. "Our vision has always been to provide one platform with many logical automation points for various workflows that guide the partner journey through a vendor's channel program. Our existing automated tools for managing partner onboarding, training, learning and other activities, coupled with our newly launched affiliate marketing management modules, will provide a singularly focused solution that organizations of any size can instantly deploy to manage a hybrid partner channel," said Sugata Sanyal, founder and CEO at ZINFI. "Over the past 18 months, prospective buyers have repeatedly told us they need tools to manage a much more diverse channel base in a post-pandemic world. While early entrants into AMM segment have tried to evolve as workflow tools, they have been bound by the limitations of their platform architecture and have struggled to address the complex workflow automation needs of a highly diverse channel. This is where ZINFI excels." "Our vision has always been to provide one platform with many logical automation points for various workflows that guide the partner journey through a vendor's channel program."said Sugata Sanyal, founder and CEO at ZINFI. "Finding, engaging and recruiting these different partner types requires a move from traditional models of partner communication, to-partner marketing and the focus on internal communities (build it and they will come). The pandemic finally moved channel marketers from the legacy "fishbowl" event-driven approach to more modern and expansive digital engagements, " said Jay McBain, Chief Analyst – Channels, Partnerships & Ecosystems at Canalys. In addition, ZINIFI has consistently been named a PRM "leader" by G2, the world's leading business solutions review website. ZINFI has earned this distinction over multiple consecutive quarters dating back to 2019, most recently in G2's Summer 2022 G2 Grid® Report for Partner Management Software. G2 scores are based on the responses of real, verified users and data aggregated from online sources and social networks. To access more information about ZINFI's Partner Relationship Management platform or to download a copy of ZINFI's best practices guide on Partner Relationship Management, please visit our website at www.zinfi.com. You can also follow ZINFI Technologies on LinkedIn and at the ZINFI Channel Marketing Best Practices blog. ZINFI offers its potential customers a 30-day free trial (no credit card required) providing access to its entire Unified Channel Marketing (UCM) automation platform. This will allow any prospective buyers to test-drive its industry-leading channel management applications before making a purchase decision. About ZINFI Technologies ZINFI Technologies, Inc., a company leading the definition and creation of Unified Channel Management (UCM) solutions, enables vendors and their channel partners to seamlessly collaborate in a virtual environment to achieve profitable growth on a global SaaS platform. Headquartered in Silicon Valley, USA, we at ZINFI see an immense opportunity to build high-performing sales channels by deploying a powerful virtual collaboration platform that has been rated #1 by leading analyst firms for simple to complex enterprise channels. ZINFI's state-of-the-art SaaS Unified Channel Management (UCM) automation platform allows brands and their global partner networks to work together remotely throughout the entire partner lifecycle via three core state-of-the-art SaaS applications—partner relationship management, partner marketing management and partner sales management. ZINFI's UCM is super easy to use and affordably priced, and it comes with a complete set of do-it-yourself tools in multiple languages. To access more information about ZINFI's Unified Channel Management platform or to download a copy of ZINFI's best practices guide on partner relationship management, please visit our website at https://www.zinfi.com/. You can also follow ZINFI Technologies on LinkedIn and at the ZINFI Channel Marketing Best Practices blog.

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MARTECH

Top-Rated Partnership Marketing Platform Accepted Into HubSpot App Marketplace

Everflow | July 18, 2022

Everflow announced that HubSpot users can now connect directly to Everflow's leading partner marketing platform through the HubSpot App Marketplace. This integration provides B2B brands, advertising networks, agencies, and businesses the tools necessary to create scalable partnership programs. Once connected, HubSpot leads are tracked through the full sales cycle in Everflow. With each step, users can track key funnel events, such as demo signup, customer follow-up, electronic document signing, or any desired custom event. Businesses can also choose to reward partners for driving events, providing an incentive for partnership loyalty. "Today, over 90% of the interactions with your brand happen outside the original destination. Thus, companies can no longer rely on closed marketplace tracking," states Ed Ceballos, Head of Partnerships at Everflow. "Today, over 90% of the interactions with your brand happen outside the original destination. Thus, companies can no longer rely on closed marketplace tracking," states Ed Ceballos, Head of Partnerships at Everflow. Acceptance into the HubSpot App Marketplace requires meeting predefined requirements and application review. "We're excited to offer an Everflow.io integration, as it enables our customers to take their partner marketing beyond managing affiliates or coupons," states Scott Brinker, VP of Platform Ecosystem at HubSpot. "By tracking all performance channels and syncing HubSpot data, B2B and B2C companies can tie payouts to HubSpot pipeline stages -- or even events like subscriptions and upsells. This helps companies drive more transparency in their partnerships and drill down into what delivers ROI," adds Brinker. One requirement for listing was for Everflow customers to test the integration. Franshares, an innovative investment platform featured in fintech news sources like Business Insider, American Express, and MarketWatch, utilized the integration to nurture offline leads from investors looking to easily invest in portfolios of thriving franchises. According to Ceballos, this unique usage exemplifies what this integration can achieve. "This integration enables HubSpot customers to properly track and attribute referrals, traffic, and conversions across their ecosystem of partners and digital properties, making growth through partnerships simple," states Ceballos. For more information, visit Everflow in the HubSpot App Marketplace. About Everflow: Upgrade to a Partner Marketing platform that goes beyond managing affiliates: Track every performance channel, integrate your tech stack, and drill down into what delivers ROI. Join over 800 cutting-edge agencies, networks, and brands that chose Everflow, including First American, Dentsu, Skillz, Pressable, and more.

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MARKETING STRATEGY

TextUs Names Matt Rausenberger to VP of Channel Sales & Partnerships

TextUs | August 16, 2022

TextUs, an industry-leading enterprise texting solution that allows businesses to have engaging two-way conversations at scale, welcomes Matt Rausenberger, VP of Channel Sales & Partnerships, to its executive leadership team. This key hire rounds out the company’s c-suite and follows the recent closure of the company’s $22M Series C financing led by Atlanta-based Eastside Partners with participation from Colorado-based Access Venture Partners. Rausenberger brings over 30 years of experience in professional services, channel sales and business operations within technology companies to the TextUs team. Most recently, he led business development and partnerships at Swrve, an enterprise customer engagement platform that specializes in real-time messaging through mobile push, in-app, web, SMS and more. Prior to that, he spent 9 years at the Boulder-founded email deliverability company Return Path, where he led global partner alliances and strategic partnerships. Rausenberger’s experience in the email and messaging space will lend itself well as TextUs continues to expand its foothold in the SMS, cloud communications, chat and business texting landscape. “I am very excited to join the TextUs team. I have been impressed with the company’s focus on building an enterprise texting solution that is both feature-rich and delivers one of the best customer experiences in the industry,” said Rausenberger. “Partners that have integrated with the TextUs platform have seen enormous MRR growth and I look forward to building on this success.” “We are excited to add such an accomplished partnership development executive to the TextUs team,” said Martin Payne, CEO of TextUs. “We are excited to add such an accomplished partnership development executive to the TextUs team,” said Martin Payne, CEO of TextUs. “Matt’s experience in leading channels and alliances organizations for other messaging companies hits the bullseye in terms of the experience needed to establish and scale a robust partnership ecosystem for us.” TextUs has established a leadership position by delivering a texting platform that allows companies to maximize both reach and conversion. As more companies seek solutions to effectively connect with customers, candidates, and employees, text messaging has become the most effective communication channel. Garnering a 98% read rate and response rate up to 10x higher than email or phone, texting’s higher engagement rate leads to higher productivity and, ultimately, more revenue and profitability for companies. About TextUs TextUs is the leading conversational texting platform that enables organizations to have engaging real-time conversations with customers, candidates, and employees. TextUs integrates with several customer relationship management (CRM) and applicant tracking system (ATS) platforms, making texting an easy and seamless extension of current business systems. With a 98% read rate and up to 45% response rates, TextUs delivers business-class text messaging combined with automated campaign features to connect businesses with their customers in real time. To learn more, visit www.textus.com.

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