Content Mapping for Digital Marketing Success

Pete Prestipino — Wed, 06 Feb 2013 20:30:00 GMT

Digital marketing agency iCrossing has released a "visual mapping" tool that aims to help to marketers unite a brand's messaging across consumer touchpoints.

iCrossing's Content Map solution helps marketers create consistent messaging and eliminate inefficient content by providing a visual snapshot of a brand's entire content publishing landscape, ranging from a brand's home page to its social media channels. The iCrossing Content Map aligns a brand's messaging to each stage of the customer decision funnel so that brands deliver consumers timely and relevant information. With all the current buzz around content marketing, agencies that develop their own proprietary tools to manage content development and distribution in the digital ecosystem are those that will likely stand the test of time.

"In the era of Pinterest and the age of infographic, brands can use data visualization to become better content publishers," said Karen Pate, Ph.D., vice president of content strategy at iCrossing. "Often the information and tone on a brand's Facebook page don't align with the messaging in its TV ads or email outreach. The iCrossing Content Map aligns organizations under one content strategy plan so that the brand's voice is consistent across all touchpoints and communicates with consumers in effective and meaningful ways."

Pate added that the Content Map identifies content publishing redundancies and opportunities to update stale content.

The iCrossing Content Map is derived from iCrossing's proprietary Insights Platform, which analyzes data from linguistic profiles, market research and audience groups from across Hearst's various properties to provide key behavioral insights. iCrossing uses the Content Map as it devises and implements content publishing strategies for clients across all industries.

Bing Set to Pass Yahoo! in Natural Search Share

Pete Prestipino — Thu, 14 Jan 2010 15:13:00 GMT

According to iCrossing’s Enterprise Natural Search Share Index for December 2009, Google is rolling along nicely but Yahoo! continues its downward spiral.

iCrossing reported that Google’s natural click share rose 0.78% from November to December, and rose 3.01% year-over-year. Yahoo! has declined slightly month-over-month, though year-over-year Yahoo has lost 2.83% share of all search traffic referred. The good news came for Bing, whose share of the search market grew 1.07% year-over-year despite slipping 0.19% month-over-month.

So what does this all mean for the search landscape? According to the post from iCrossing’s Rob Garner, “If the current trends continue, MSN/Bing will overtake Yahoo as the Number 2 search engine at the end of Q1 2010 and Google will pass 80% market share in the same time frame.”

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'Net Features : icrossing

Content Mapping for Digital Marketing Success

Bing Set to Pass Yahoo! in Natural Search Share