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Consumers are using more devices and touchpoints than ever before. Brands have had no choice but to adopt an omnichannel marketing strategy—some with more success than others. To keep up with the demand for cross-channel content, those same brands have incorporated a wide variety of martech, Cloud storage solutions, third-party agencies, and publishing tools.
The result? Silos. Lots of them.
Without the ability to quickly locate, manage, and reuse content across touchpoints, marketers risk spending more time and money to act on their marketing strategies. Eliminating these content silos, therefore, is critical to implementing a successful omnichannel digital marketing strategy.
The problem: 42% of marketers report their organization hasn't acquired the right technology to manage content across the enterprise; and, of the 58% who have, only 16% say they're using it to its potential.
If you're not taking advantage of infographics in your marketing strategy, you could well be missing out. Infographics are incredibly effective marketing tools. Even the simplest infographic could drive a thousand potential leads to your website.
This article will explain...
How to prepare high-quality, attractive, useful infographics in several simple steps
The benefits of harnessing infographics as a helpful marketing tool in your marketing strategy
The difference between useful and bad infographics, and how to avoid making bad ones
Infographic trends for the foreseeable future
Infographics offer a wide range of benefits that you might not have thought of. Among the most important benefits of using infographics are the following:
They're compelling, visually pleasing, and attractive.
They're easy to study, understand, and remember.
They generate traffic.
They can be great for SEO.
They simplify complex ideas and concepts.
They can easily align with your brand image and so create brand awareness.
Press releases and perfunctory social media posts don’t cut it anymore. In this day and age, every organization (not just higher education) is fighting for attention. Every organization is fighting for eyeballs.
Over the years, we’ve worked with higher education institutions from community colleges to top tier universities. One of their major challenge’s is how to take the rich, in-classroom, on-campus, and now-increasingly-digital learning environment and make it accessible, meaningful, and relevant to these institutions’ broader constituents. This is where content marketing for higher ed comes into play.
It’s one of the reasons that I’m teaming up with Tom Ellett, Senior Associate Vice President of Student Affairs at New York University and Jenna Rutschman, Director of Marketing & Communications at University of Arizona, College of Social & Behavioral Sciences to bring a panel on doing this work effectively to SXSW Edu.
While Ernest Hemingway may not have actually won a bet with the famous six-word story, “For sale: Baby shoes. Never worn,” it is an example of great copy.
According to James Watkins, digital marketing manager at hygiene services provider PHS Group, that’s because it “bleeds emotion [and] tells the full story with all the context you need in one sentence.”
Consistently creating new content is both challenging and time-consuming - but in order to compete in today’s competitive digital marketing landscape, it’s a virtual necessity in your process.
From self-employed freelancers to multinational corporations, everyone's looking to maintain a constant stream of clever, engaging social media content to keep their audience interested. That, of course, also means that there's now more content being created - for example, did you know that Facebook now facilitates over 100 million hours of video watch time every single day?
Optimizing for both search engines and users is one of the most important things you can do for your content.
However, creating SEO friendly content often requires time and efforts. But in the end, you can expect them to pay off – if you do it right.
Many people think that SEO-optimized content can’t be user-friendly. This actually happens to be a total misconception because well-optimized, high-quality content essentially improves your chances of ranking higher in search results.
In order to help you get your content ranking better in search engines, check out this set of SEO rules and tips that’s I’ve collected in this article.
The world of content marketing changes constantly.
As we continue to be exposed to increasing amounts of promotions and advertisements, it’s up to marketers to break through the clutter.
The best way to do this? Staying ahead of curve by adapting effective content marketing strategies.
Content marketing is more than a buzzword. It is an essential part of today’s marketing mix.
Successful brands recognize the value of great content and understand how to leverage content marketing to grow their businesses.
So, what can content marketing do for your brand? It can help you:
Build your brand’s online presence.
Get people to trust you and see you as a thought leader in your industry.
Drive more traffic to your website.
Improve your search results rankings.
Generate new and qualified leads for your business.
Increase conversions and sales.
There’s more and more content being published in every industry. But you can still stand out. Here’s how.
I’ve said this many times: our blogs are the biggest drivers of growth that have helped our business grow from zero to nearly $300,000 in monthly revenue.
As for second place, nothing even comes close.
There’s a big secret about content marketing tools: most of them don’t matter.
Most of us have known someone—a friend, a coworker, a classmate—that’s all about the gear.
One of my coworkers at my first job was particularly guilty of this.
He’d develop a fast interest in a new hobby, and one of his very first steps, before taking lessons, talking to others or even dabbling too much in the basics, was to load up on gear.
We’ve learned a lot from our fails. These four taught us some of our hardest lessons.
In millions of unique visits to this blog, we’ve learned a thing or two about how to drive traffic through content.
And with the blog being—by a huge margin—our biggest source of new customers, we’ve learned a bit about converting blog traffic, too.
Use these tips to make any post more interesting, useful and unique.
There’s an insane amount of content published on the web, on just about any topic that you can think of.
You’ll never see most of it, because most of it is horrible. And horrible content doesn’t get shared.
Using the power of content upgrades to multiply your list-building results.
What if there was something that you could do that would quadruple your email signup rates?
Something simple and straightforward, that wouldn’t take very much time to put together.
How to continue winning with content, when writing great blog posts is no longer enough
Content has helped us grow Groove to $5m in annual revenue and form some great relationships with some of our most loyal customers.
I guess you could say content is a big deal to us, which is why we’ve always been very focused (and transparent) when it comes to producing content that stands out.a
We’ve all been there.
Staring at that dreaded blinking line on a blank page.
Every marketer knows the pain of struggling to come up with a topic for their next article, email or social media post.
And while there are lots of ways to come up with great content ideas, I’d like to show you one that doesn’t get talked about much.
If your goal as a content writer is to have a piece of content show up in Google's top 10 results, you have to know SEO best practices and be aware of a variety of variables that could impact rankings. For example, the need to focus on specific locations and devices, the text’s readability for target customers, article length optimization, and plagiarism issues; this is a lot to think about, but there is one tool that can help you with all of these issues.
Imagine visiting a website, only to find the information displayed to you is personalized to your exact needs and interests. While technology isn’t quite there yet, it is getting closer, thanks to something called adaptive content. Also known as dynamic or smart content, adaptive content personalizes a customer experience, offering product recommendations or even a different version of a landing page based on data that has been collected about that person.
To keep up with the latest content marketing trends, marketers need to know what is being talked about in their industry. Social networks are a very effective channel for sharing information and discussing buzz between professionals in any field, including content marketing.
One of the fastest and most concise ways to share a trend with a big audience is writing a tweet — Twitter 326 million monthly active users, and you can reach your target audience just by using the right hashtags. It is also a great opportunity to discover what content marketers find interesting and what they are discussing right now.
Content Marketing offers a tremendous opportunity for businesses to boost their results. By delivering valuable and relevant content to users, you can improve your online reputation, build a community and grow advocates of your brand.
These statistics prove the effectiveness of Content Marketing as a powerful approach for growing online visibility:
While you can find a lot of marketing strategies on the web, you can't learn everything online. We have found that the right industry-focused events offer the insights unavailable elsewhere. If you want to know how the experts succeed, discover the best performing tactics, and get career-building opportunities, you need to participate in masterclasses, conferences, and networking events.
Our team at SEMrush is continually gaining knowledge from several different conferences that offer educational experiences for content marketers worldwide. The experts presenting at these events share their best content marketing techniques and insights.
There is no social media site more misunderstood and underutilized by SEO professionals than Reddit. Reddit got almost 1.6 billion visits in April 2019.
Since Reddit has a reputation for being quirky, with its own, unique code of conduct, and not particularly welcoming to newcomers, many people are quick to dismiss it. They think it is just gamers, tech geeks, and guys who are still living at home in mom’s basement.
The important thing to remember is that content serves as a magnet. It draws people to your business, which gives you the opportunity to convert them.
Without a content marketing plan, you can’t expect people to simply stumble upon your website.
In this post, we’ll teach you how to create content that converts, then use your newfound knowledge to reel in prospective customers.
Whether it’s through blog posts, social media content or videos, any brand marketing itself online needs a solid content marketing strategy.
But despite its importance, I’ve seen many marketers struggling to get results from their content marketing campaigns.
In the world of content marketing, it’s inescapable: Success comes down to engagement.
You can have thoughtful branding, great products, and a hard-working team, but if you’re not engaging your buyers through each step of the customer lifecycle, you’ll never reach your full potential. Simply put, without engagement, a key component of your marketing strategy will be missing: your audience.
Even the most innovative marketers sometimes hit a wall when it comes to creating content.
Sometimes the industry is slow, the market is lagging, or the product/service you offer just doesn’t change much. It can feel like there’s nothing left to say, but that’s never actually the case. You just need some fresh inspiration to get back on track.
Evergreen content is important for SEO, but does it really engage your audience? There’s a simple solution for keeping evergreen content engaging while retaining your rank: make sure your content experience evolves, even if the content itself remains evergreen.
There’s no doubt that inbound marketing has fundamentally changed demand generation.
The strategy of attracting prospects through content, social media, search engine optimization, and more has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing.
Your prospects and customers don’t want to be targeted with disruptive and annoying advertisements. They want to engage with quality content that educates, entertains, or inspires them.
Most brands avoid controversy like the plague, in large part because on the surface it does seem ill-advised. Who would want to associate their name with something Merriam-Webster defines as an “argument that involves many people who strongly disagree about something?”
However, there are some who choose to stir the pot because they know something others might not fully understand yet. Controversy attracts attention because it triggers an emotional response, which is essential in generating massive engagement. It encourages audiences to click, read, and share the content.
Many content marketers think they’re doing content right. They brainstorm. They monitor upcoming events. They plan their editorial calendar based on things like:
New product releases and updates
Content curation provides a direct path to thought leadership for brands and individuals. As you curate and share high-quality content, you’ll generate awareness and gain credibility. You’ll be respected for your knowledge since you’re finding just the right content your target audience needs.
My content curation used to be 100% manual. I’d finish reading an interesting article, then head to Twitter, LinkedIn or Facebook and share it. Today, I use a set of tools that automate these steps. The tools not only save me time, they also surface content I otherwise would have missed.
A typical day in the life of a content marketer is somewhat like this: get into work, log in, grab a cup of coffee and, on a good day, get straight down to business to create top trending content that grabs thousands of eyeballs. On a bad day, you’ll often find us tearing out our hair, trying to figure out what makes for content that people actually want to read. But it doesn’t have to be that way.
The trick is to take off your marketing hat and think like a consumer while brainstorming for relevant content. This seems counter-intuitive, but if you take a step back, you’ll see that people really want to read about things they care about or more often than not: top trending topics. That is the (not so) secret behind creating content that converts.
I remember many late nights at work trying to figure out how to show which individual articles on our website were working. By “working,” I mean generating quality new leads and engaging our already existing leads. My company challenged me to show ROI for our content marketing program.
We had the basic metrics down but they only tell a part of the story. We wanted to dig deeper to truly understand which content was resonating with our leads. After hours of time spent combing through leads manually to find which article(s) contributed to their conversion, I knew there had to be a better way to pull this compelling data.
Case studies are loved by marketers and sales teams alike for their ability to educate prospects and turn sales pitches and marketing spiels into verified, credible claims. Sales teams need them to show proof to their prospects. Marketers add them to email campaigns to keep mid-funnel buyers engaged. And potential customers look for them on your site to evaluate whether your solution will work for their unique situation.
But for all their perks, case studies are notoriously time-consuming. A survey of TechValidate users found 77% of our customers spent over a month on each case study, and a third spent 3 months or more! The good news is you can avoid wasting your time on preventable setbacks.
Whether you’re a news publication, a travel blogger, or a digital advertising platform, being aware of what drives or deters readers on your site is a marketing skill essential to any successful business. While we all can intuitively differentiate websites that speak to us from their not-so-pleasing counterparts, it’s not so easy to pinpoint the features that make or break a good site.
Of all the features that clue us into whether a website is good or not, reader engagement is a significant contributing factor. A good website, then, can be roughly defined as one that keeps readers engaged. And, of course, it’s important to remember that the number one reason that customers don’t engage is irrelevant content.
Can you remember the last time you were on a website that failed to offer you a guide, coupon, ebook, white paper or something else in exchange for your contact info? (And no, Facebook doesn’t count.) If you spend a good amount of time on the internet, it’s likely you run into a dozen of these every day (I actually have a library of “free” content offers collecting dust on my hard drive). The practice of generating leads through gated content offers, also known as lead magnets, has become so widespread that if you don’t encounter a pop-up or slide-in form during your visit, you might get the feeling something’s missing.
Marketing is all arts and crafts.
Marketing is a cost center for my organization.
If you haven’t heard these things at least once as a marketer, you’re in the minority.
What’s more, until the digital age, arguing against these statements was near impossible. Now, marketers are lucky enough for the ability to fight these words with a long list of KPIs and ROI. Unfortunately, In the smaller silo of content marketers, the “what do I measure?” question has yet to be clearly answered.
Had you grown up in the New York metropolitan area some forty-plus years ago, you would remember Sy Syms. The commercials for his eponymous chain of off-price clothing stores ran on TV and radio night and day. According to Wikipedia: “At its height, the chain had 48 locations in thirteen states. On November 2, 2011, Syms Corp., and its subsidiary Filene’s Basement, filed for Chapter 11 bankruptcy protection after more than a half a century in the clothing business.” Not a bad run at all.
But perhaps most impressive is Syms’ philanthropy. He used a good deal of the personal fortune he made selling clothes to found the non-profit Sy Syms Foundation, which has given away more than $30,000,000 toward education, as well as being a major supporter Public Broadcasting and National Public Radio (NPR).
I spent close to two years interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. At the same time, I’ve also been helping several global brands build their strategies to make this happen.
This newly published research on global content strategy summarizes my findings, outlining the challenges organizations face trying to scale and at the same time, coordinate content initiatives beyond borders. The research also looks at global content strategy best practices across people, processes, and technology.
The goals of the modern marketer are timeless: create new opportunities to grow sales while keeping your existing customers happy and coming back for more. And content marketing plays a big role in this. When you provide information that is relevant, reliable, insightful, and actionable, you harness a proven, powerful method for reaching your customers, not to mention marketing goals. But trying to do it all manually is a daunting task that can easily keep you up at night.
To get the best results, your content marketing efforts need to run like a well-oiled machine so you can focus on the big picture, do your job better, and achieve more. Marketing automation helps you amplify your voice and speak to your audience with content that is relevant to them depending on each individual’s unique attributes and behaviors. Together, content marketing and marketing automation can help you create a cohesive, efficient, and effective engagement marketing powerhouse.
If you’re a B2B marketer, odds are that creating content is an integral part of your inbound strategy for attracting prospects. After, all inbound marketing costs 61% less than traditional advertising, while producing 54% more leads. Because of this, however, everyone is investing more in content marketing. This raises the bar, meaning that creating more content is not enough. To reach your intended audience, you need to differentiate your brand and rise above the noise by offering value.
In the past, inbound marketers spent 80% of their time creating content and 20% promoting it. With all the noise out there, that formula is flipped, meaning that content promotion is now the priority. To communicate effectively with your audience, you must provide the right content in the right place at the right time.
How often do you see a brand-related tweet, Facebook post, or something similar without some form of visual content? Almost all marketers have accepted the need for a visual-led strategy to amplify their social media and digital marketing activities, but how do you know if your content marketing is working?
74% of social media marketers use visual assets, and this figure is only going to increase. Whether you create your own visual assets or utilize those already out there, to have a measurable impact, it is essential you’re delivering what your audience wants.
It’s hard to keep track of everything new in content marketing, especially if you consider that 91% of B2B marketers and 86% of B2C marketers indicate they are using content currently as part of their overall marketing strategy. There are many articles with best practices, proven strategies, and statistics. But there’s one thing that can beat them all: Clear, actionable, real-life examples. But good content marketing case studies with excellent results can be hard to come by.
In the marketing world, content marketing is crucial for businesses to scale, or even get discovered. We all know that; so, what we are NOT going to discuss in this post is the importance of content marketing. Instead, we’ll talk about how to avoid six pitfalls in your B2B content strategy.
The news is out: Social Shares Are Falling.
Mark Schaefer predicted early on that rising publication volumes would squeeze audience attention dry, lowering social shares whenever topics became saturated with content.
When he suggested that we gather a group at Social Media Marketing World to discuss the impact of Content Shock and the 2018 Content Trends Report, we were eager to join in.
Reddit is a wonderful, messy, terrifying, unpredictable, and often misunderstood place.
Its users are famously hostile towards marketers, and yet as the 4th most popular website in the US, it presents irresistible opportunities to reach huge, often highly targeted, audiences. Content marketers want to know how to drive traffic with Reddit.
The good news: despite it being a notoriously difficult environment to gain traction in, content marketers can certainly find success on the platform. You can create Reddit spikes, if you do it carefully. For Brandwatch it’s a huge source of traffic and one that doesn’t cost us anything.
Over emphasis on buyers at the bottom of the sales funnel has led marketers to neglect content marketing for ecommerce. They ignore the pool of prospects who are in the research and education phases of the buying process.
Ecommerce marketers should learn from the retailers of years gone by: content marketing works. It has been convincing consumers to buy since long before our grandparents were born.
Effective content marketing grows from a deep understanding of the competition we face for our audience’s attention. Efficiently choosing the best topics to write about can have a positive impact on ROI.
We think that social shares are a great proxy for interest because they easily reflect what people find worthwhile and engaging.
A successful content marketing funnel moves people from awareness of your product to satisfied customer of your business. It’s a multi-stage process.
On average, a person consumes 11.4 pieces of content before making a purchase decision, according to Forrester. Some of that content is likely a direct answer to the question, “Should I buy X or Y?”
Content marketing has been around for ages. It’s not a new concept, and it wasn’t born for online purposes only. However, it continues to be one of the most effective forms of online marketing. That is why we wanted to put together this guide to content marketing for beginners.
Great content marketing bridges the gap between your products and your target audience. But, not all content is effective for this task. The question is: How do you create great content marketing?
Taylor Swift sang it, and we know it: some things just never go out of style. Evergreen content is one of them.
While we keep up with the trends in our industries and cover them extensively to help our customers prepare for what’s coming next, that doesn’t mean we can forget things that are universally true.
One of the most effective strategies you can use to promote your content is Influencer Marketing. In this article, we aim to help you understand the ins-and-outs, so you can start leveraging it for your business.
It’s tough to imagine content marketing without social media. Both rely on a very human tendency, and that is to converse and share. Ever since the dawn of time, we’ve been exchanging information and opinions.
Could your content-marketing strategy use a shot in the arm?
Would you be interested in learning about a specific form of content that consistently delivers incredible results almost automatically?
Then, you’ll love discovering the potential of interactive content and how easy it can be to create. All it takes is an interactive content marketing platform (check out this list from Lilach Bullock) and the three tips below to generate the kind of posts that practically market themselves and can set your company up for easy conversions.
With most content marketing campaigns I have come across, there’s one thing in common: Lack of planning.
I admit, I am a control freak. I have to plan and schedule everything months ahead.
But that’s also the reason why I’ve been able to accomplish so much and remain in the spotlight.
Thorough content marketing planning has lots of benefits, including:
Content planning is essential for establishing a profitable online presence for your business.
It often seems like a no-brainer, too. You understand your market, so how hard can it be to guess the kind of content they want to see?
Unfortunately, it’s almost always a lot more difficult than that. The companies that regularly create the kind of popular content that results in impressive ROIs are also the ones that know how to use data to do so.
Evergreen content consistently drives traffic, shares and backlinks to your website. It is a key part of any content strategy.
In this post we look at:
The definition of evergreen content
The benefits of evergreen content
How to find examples of evergreen content
Tips for creating evergreen content
A businessman named John Wanamaker famously said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”
When Wanamaker made that clever quip 100 years ago, he never could’ve predicted the rise of martech. Today, thousands of solutions promise to help marketers track all kinds of data in sleek dashboards. But when it comes to the true ROI of their content, most marketers are still left scratching their heads.
The art world’s relationship with content marketing is in the middle of a vast sea change. Tech giants like Apple, Amazon, and Facebook have begun to reshape themselves with content, in the mold of media companies like Disney. The business world is following their example. Mainstream media companies and marketing firms are even starting to resemble each other.
As content marketing, product placement, and art blur together, there’s a space opening up for brands to make something unexpected. Provided, of course, it doesn’t come off like “My Journey to Self-Love, Sponsored by the J.M. Smucker Company and its Major Subsidiaries.”
In 2014, I got into a heated conversation with a colleague. He argued that, within just a few years, robots would replace writers in content marketing. I rolled my eyes so hard my brain ached. The idea of machines crafting sentences as elegant and nuanced as a human writer could was both heretical and impossible, I thought.
Turns out he was right, but the development isn’t the sci-fi creative dystopia I imagined … in most cases. Today, companies indeed use machine learning to generate natural language, and marketers are using AI-powered tools like Narrative Science and Automated Insights to produce practical, well-constructed, high-performing content.
When I graduated college, my dad gave me one of those super-duper, deluxe tool sets. It had everything. There was a 330-piece socket wrench set, a two-gimbal palm, 24 screwdrivers, a hex set, two claw hammers, eight pairs of pliers, and on and on. I had no idea what to do with it all. I tried to learn, but never used any of it well.
Thirty years later, that toolbox sits dusty in the back of my storage unit. In my office is a leather box that I’ve had for the last decade. It has a total of two screwdrivers (one flathead and one Phillips head), a hammer, a couple pairs of pliers, and a Leatherman multi-function tool. I’m happy to report that in my household I’m not known as the “fix-it guy” nor the “helpless guy.” That little box has gotten me through most household projects. I operate from the strategy, if I can’t fix it with what’s in the box, it’s probably something I shouldn’t be messing with anyway.
Editor’s note: Useless words abound in text. That’s why Julia updated this article originally published in 2017, adding more words that you should avoid.
In online writing land, clarity is your best friend. The clearest prose is the type anyone can understand, learn from, and enjoy.
Stuffing your sentences and paragraphs with filler and fluff – words and phrases that add zero meaning to what you’re trying to say – is the opposite of clear writing.
Search for “content marketing expert” on Google and you’ll see 614 million results. A search on “content marketing expert blog” returns 177 million. Even a search on “cuddling expert” returns 5.23 million results.
Who knew an expert in cuddling was even a thing? Well, it is.
Editor’s note: What constitutes quality content can be mercurial, but content marketers must define it for their programs to know whether content is successful. To aid you in defining quality, we brought back this post from a couple years ago.
Quality wins. But what does quality content really mean? How do marketers guarantee they are creating something that is high quality?
We asked the Content Marketing World presenters how they define and achieve quality content.
Consumers are wary of personalization for its perceived privacy risk, yet they expect personalized service and act on personalized content.
What’s a brand to do?
Let’s examine how you can both address privacy concerns and make personalized content without distancing your audience.
Fortunately – and unfortunately – new tools are always springing up in the digital marketing landscape. And having a great tool rather than a meh-it-gets-the-job-done tool can make your work life easier. But given all your day-to-day responsibilities, it’s tough to keep up.
Let me help introduce you to relatively new players worth your time. I love the intuitive nature of Slack and the jack-of-all-trades nature of G Suite, but this article is to introduce you to lesser-known apps and tools. If being ahead of the curve is your thing, then read on.
No matter how well thought out your strategy is and how much buy-in and budget you secure, the success of your content marketing program hinges on a single, critical component: having the talent available to execute your plans.
That puts skilled writers in a position of power. Despite the looming specter of AI bots that can create assets at lightning speed and impressive scale, even the most sophisticated systems aren’t equipped to match the emotional depth and resonance of a story crafted with care by humans.
Editor’s note: Given that ROI remains a most frequently asked topic in the industry, we updated this original Chief Content Officer piece from a few years ago to help you answer the ROI question today.
Marketing measurement and ROI. Heard of them? Yeah, I thought so. It’s kind of a thing right now.
Did you know you can add simple elements into your content to make it highly shareable?
They’re known as “share triggers.” And I use them in every post I publish to get hundreds of social media shares.
Even better, they’re easy to create and they work.
Even better still, you don’t need a big following or email list for share triggers to work.
All you need is to know how to use them.
Now, I love planning, but I love action even more. To create a successful content marketing program, you need to have both.
Most companies struggle to see ROI from content marketing strategy because they fail to do both.
Using tools is what helps you go from planning to implementing. Tools make any plan actionable, so here are three to help your content marketing strategy find success.
It’s graduation season, the time of year when advice abounds. But let’s be honest, not all advice given to new grads, new employees, or even seasoned professionals is worth following.
We asked the experts presenting at Content Marketing World 2019 to share the worst content marketing advice they ever received or heard. They had a lot to say. The thoughts they share form a don’t-do-this guide covering everything from strategy and SEO to quantity and quality.
The one thing fiction and content marketing writers share is the desire to write something both beautiful and true. Beautiful content marketing captivates readers for years; it’s evergreen, always relevant, and continues to rank in Google’s top three results. It’s the equivalent to a beautiful and true piece of fiction short-listed for the National Book Award. What writer wouldn’t want those accolades?
Are the content marketing KPIs you use selling your work short? Are you struggling with how to better quantify content marketing’s impact on your organization, especially when it comes down to dollars? It’s okay to admit it; you’re definitely not alone. Content, although named king just a few years ago, now seems to be scrambling to make sure the emperor does, in fact, have clothes. So what’s the problem?
The expectations for a content marketer’s areas of expertise have inflated in every direction. We’ve needed to evolve into masters of multiple formats as diverse as blog posts, whitepapers, social media, webinars, videos, podcasts, snaps, and other assorted forms of micro content. This multiplicity of formats and channels also means that the role of the content marketer has expanded from the traditional roles of writer and editor to include designer, videographer, and often ad hoc website developer among others.
Today videos are ruling the digital marketing world. And that’s no surprise if we consider that, according to Cisco, in 2016 videos accounted for more than 70% of the internet traffic and the forecast suggests it will be up to 82% by 2021.
But as videos offer a wide variety of content types, marketers should be very careful to identify their audience’s needs in order to hit the mark with the right video format. And how can you determine which type of video will be more effective? A good strategy is to focus on the buyer’s journey, this basically means to use a specific video format according to the different stages of the buying process and the user’s informational needs. Let’s take a look.
I work with a lot of content marketers in a lot of different organizations. While the businesses and messages are different, they all want to know the same thing: what is content marketing’s impact on sales?
My answer is that content marketing’s influence permeates all aspects of the sales process throughout the buyers’ journey, though it may not always be obvious.
Let’s talk shoes for a moment. Years ago, I purchased a stunning pair Jimmy Choo stiletto pumps; they were all the rage at that time. I’d been eyeing them for months and I convinced myself that this rather spendy investment would pay dividends in style and wearability.
When my Choos made their public debut, I was showered with compliments on how gorgeous they were. I was feeling great.
I’d love to tell you everything. But in the spirit of brevity and relevance, I’ll cut to the moment it all clicked.
While enjoying a lovely dinner with an old family friend last week, he relayed his version of a classic Maya Angelou quote to me:
Consistent quality content creation comes with the territory; it’s an integral part of your B2B content marketing strategy. Content is how we reach, help, and educate our buyer audience. Furthermore, as buyers and buyer committees evolve, there’s always going to be a place for net-new creation.
Remarkable content marketing is able to inspire us to reach out and try for newfound levels of success, through powerful storytelling and the kind of compelling and relevant information that provides best-answer results.
Here are five recent examples of how this kind of remarkable content marketing wins minds, hearts, and wallets — utilizing tactics that are memorable, well-targeted, and helpful.
If you’re still struggling with establishing your content marketing strategy for 2019, you’re not alone. Only 12% of respondents to a recent survey by the Content Marketing Institute felt successful at their current efforts to strategically manage content. What’s particularly striking about this is that the vast majority of organizations surveyed – 91% – used content marketing to sell their products. Where’s the disconnect?
You’ve been told that you need to prove ROI. To show the business impact of what you do. To measure everything back to dollars and cents so you can make your case to the executive team.
While tying your efforts back to ROI is incredibly important, your efforts at utilizing data shouldn’t stop there. Being data-driven doesn’t mean just showing value. It means using data to give your organization a competitive advantage against even the biggest, burliest of competitors.
Every great product or brand starts with an idea. But how does an idea grow into a big idea that stops your audience in their tracks?
It’s easy to fall into the trap of producing content without a clear idea behind your content strategy. If your organic traffic isn’t growing month over month, or if you find yourself continually spending advertising budget to acquire readers, this probably means that your content strategy lacks a big idea.
You’re in a battle for attention. Figuring out the best way to earn attention in a maelstrom of information and entertainment is the great marketing challenge of modern times.
But the answer is obvious: relevancy.
Relevancy is the killer app. Relevancy creates attention.
As a digital marketing analyst at Altimeter, I’ve been tracking the ever-changing world of content marketing since 2013, but this is the first year where the changes have been truly dramatic.
When I fielded the survey for my latest research report “The 2018 State of Digital Content,” I expected to find small technological advances in the way we create, deliver, and measure content marketing, but not much else. Instead, I found a fundamental shift in the entire practice of content marketing.
Are you ready to build and develop your content operations team in 2019? Kapost just released its Content Operations and Strategy Hiring Handbook, which offers statistics about what B2B companies look for when hiring content operations talent and tips for building out your team.
For the report, Kapost surveyed 506 U.S. marketers and filtered responses to include only B2B-focused companies with dedicated content teams or employees.
Content marketing and customer reviews have historically been thought of as very different. Content marketing is largely pre-purchase and focuses on education and persuasion (sometimes, entertainment). Customer reviews are, by definition, post-purchase and focus on customer experience.
Every year sees video leech more and more web traffic from other content types. As of 2018, worldwide internet users watched in excess of 500 million hours of content on YouTube every day. We collectively upload as much video content online, every 30 days, as all of the major American television networks have put out, combined, in the past three decades.