Posts Tagged ‘Joe Pulizzi’
Content marketing is a hot topic, primarily in the B2B world but increasingly in consumer marketing as well. The number of Google searches for the phrase have increased 400% since January 2011. And as noted here yesterday, 93% of B2B marketers are now using content marketing, with more than half calling it their biggest priority this year.
The first step toward content marketing success begins with (or at least should begin with) creation of a content marketing strategy. But where does one begin? What are the best practices and frameworks for creating such a strategy? What are the critical elements to include, and pitfalls to avoid, in developing a strategy?
Discover the answers to those questions are more here in 18 of the best guides to crafting a content marketing strategy of the past year.
Content Marketing Strategy Guides
Why you need repetition in your content strategy by iMedia Connection
According to the brilliant Rebecca Lieb, “One of content marketing’s biggest challenges is coming up with new material. One of content marketing’s other biggest challenges is overcoming something you’ve been told not to do since you were small: repeating yourself.” She then explains how to “repeat yourself” creatively in order to drive home a message, without seeming repetitive or redundant.
How to Build Your First Content Marketing Strategy by Search Engine Watch
As the title implies, Jayson DeMers here outlines a solid content strategy-building process based on five questions (starting with “Who Are You Writing For?”) and five guidelines (among them, “Review Your Data to Develop Great Content”).
Content marketing: What is more important than strategy? by GO Marketing
Writing that “A sound strategic planning process is based on consistently applied business objectives that flow through functional areas and support each other,” John Gregory Olson presents a helpful model for planning, and makes a case for the one element that’s more important than strategy.
Let’s Move Beyond The Content Marketing Hype by WCG CommonSense
Michael Brito contends marketers “must move beyond the content marketing buzzword and commit to building a content strategy that will allow you to execute your tactical content marketing initiatives flawlessly and at scale,” and promotes a four-pillars framework for content strategy development.
8 Steps To Become A Brand Publisher by B2B Marketing Insider
Stating that “Brands need to become better storytellers and think and act like publishers,” Michael Brenner showcases his presentation detailing the impact the Web and email have had on traditional print media, and why this means brands need to tell their own stories by creating “content hubs” to earn traffic instead of buying it through advertising.
Experts outline key content marketing trends for 2014 by The Guardian
A half dozen “content marketing gurus” offer their predictions for impactful trends in 2014, among them the importance of taking an “integrated omni-channel approach” not just in terms of devices and formats but also measurable multi-channel online marketing; an increased focus on user experience; and putting the story first (“Brands need to tell a story and it has to be a story that people can care about. The format, channels, platforms, devices and timing of how that story is told will be dictated by what you want your audience to feel”).
The Top 10 Content Marketing Strategy Lessons from the Last 15 Years by Content Marketing Institute
***** 5 STARS
Joe Pulizzi, the godfather of content marketing, shares 10 key lessons including “Content marketing is the great equalizer…Large budgets don’t always win; actually, the smaller players usually come out on top because they are equipped to move more agilely and quickly than their larger competition”; it’s more productive to focus on using a few channels well than being on all platforms; and being distinctive is a must.
Noting that “The old adage — build it and they will come — doesn’t work for content marketing,” Laurie Sullivan reports on Forrester Research guidance on building a content distribution strategy to overcome the glut on content online.
How to Create a Content Strategy (In Only 652 Steps) by Portent, Inc.
***** 5 STARS
Few writers can match Ian Lurie’s blend of sardonic humor and useful marketing wisdom. While there are not actually 652 steps here, there is a remarkable guide to auditing your current content marketing, setting goals, and then crafting a strategy to meet and exceed those objectives.
How To Develop A Content Marketing Strategy Framework by BloggerBeat
Matthew Anton presents three dozen questions to ask when creating a content marketing strategy, from questions about the company’s business model (e.g., “Which products make up most of the revenue?”) to analyzing competitors, to determining the driving factors behind customer purchase and loyalty.
4 Reasons Why Content Marketing Should Care About Audience Development by Tony Zambito
***** 5 STARS
Reporting that “60 to 70 percent of content churned out by b-to-b marketing departments today sits unused,” Tony Zambito explains why the biggest problem for b2b marketers isn’t a lack of content, but rather a lack of the right content—and how to fix it by strategically using buyer personas.
A Bigger Megaphone Doesn’t Mean Better Marketing by MediaPost
Laura Patterson addresses the same topic as Tony does above, explaining how mapping content to the buying journey and customer lifecycle enables marketers to more strategically build out their content marketing editorial calendars.
The Content Marketing Pyramid: Are You Hungry for Content? by Business2Community
***** 5 STARS
Pawan Deshpande presents a remarkably useful model for content planning, the “Content Marketing Pyramid.” At the base of the pyramid is curated content, “which is relatively low effort and lends itself to high frequencies,” with each higher level representing formats which require greater effort and should be used with correspondingly lower frequency.
4 secrets of a successful digital content strategy by iMediaConnection
Miranda Anderson suggests four principles to underpin a content strategy, including the idea that all content should have an objective: “We create content because we want our audience to do something — to buy, learn more, or love our brand. Your content should always point back to that core objective.”
5 Core Beliefs of Extraordinary Content Marketers by SteamFeed
Ross Simmonds helpfully exposes a handful of beliefs held by the best content marketers, among them knowing “when you have an ugly baby” (“This is one of the reason you see so many TV ads about people who work in marketing – Tunnel vision”) and my favorite, “Accepting Best Practice is Accepting Status Quo.” Don’t copy your competitors—be the source they try to copy.
The Top 6 Reasons You’re Failing at Content Marketing by BuzzStream Blog
Dan Tynski expertly provides “a guide to common errors and pitfalls that beginner content marketers should make themselves aware of,” starting with “problems of scope”—is your goal in content marketing to find new customers, improve search rankings, or up-sell/cross-sell existing customers? “If your goal is to create content that can drive leads or sales, it doesn’t make sense to create content that is too broad or targets large audiences with only cursory interest in what you are selling. Whereas if your goal is brand awareness, or perhaps link-building for SEO, going broad with your content can be an excellent strategy.”
How to avoid creating worthless content by iMedia Connection
Stacy Thompson highlights three key elements to take into account in order to avoid wasting your (and your prospective audience’s) time, including relevance: “content that neglects to factor in the preferences of the reader is nothing more than what CMI (the Content Marketing Institute) defines as ‘informational garbage.’”
Building Content Marketing Strategy – 10 Steps by B2B Marketing Insider
Michael Brenner (again) lists and expands upon 10 key steps for developing a content marketing strategy, such as stepping into your customer’s shoes to understand their point of view on what constitutes valuable content, and going mulit-format—maximizing the value of your content by repurposing a white paper as a series of blog posts, a YouTube video, and a SlideShare presentation.
This was post #3 of Content Marketing Week on Webbiquity.
Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.
Content marketing turns the dominant paradigm of the last half-century—interruption-based mass marketing—on its head. Rather than interrupting prospective customers with content they generally didn’t want (product pitches) while they were consuming content they did (entertainment or news), content marketing entices targeted buyers with entertaining (consumer) or informative (b2b) content that also happens to reflect the company’s brand messages or product/service strengths.
Disruptive as it is, this philosophical shift has spread widely and quickly: according to recent research, “86 percent of companies serving consumers and 92 percent of ‘business to business’ companies now use content marketing.”
Since content marketing itself is no longer a differentiator, practitioners are asking questions like: how can I efficiently create a steady stream of fresh, relevant content? What types of content are most valuable to my sales prospects? How can content be optimized to support search engine optimization (SEO) efforts? What metrics are most helpful in measuring success and support continual improvement?
Discover the answers to these questions and many more here in more than 30 of the best content marketing articles and blog posts of the past year.
Content Marketing Guides, Tips and Tactics
5 Ways to Clone Great Social Media Content by SteamFeed
Helpfully pointing out that “You likely already have strong content on hand (either on-line somewhere or even stuck in a file cabinet in your office.) Instead of developing new stuff from scratch, riff on/reuse this stockpile of awesomesauce and use it more strategically,” Jennifer Kane proposes a handful of techniques to get more mileage out of existing content, such as “Drill down or spiral off on your content themes…if a piece of your preexisting content has resonated with your audience, consider using it as source material for a more in-depth examination of the topic or to jump off on a sub-topic tangent that will enable you to expand the perception your audience has of your brand.”
Digital Natives: How They Are Changing the Content Marketing Game by Content Marketing Institute
Patricia Redsicker presents six strategies content marketers need to embrace in order to address the information needs and wants of digital natives–those born “between the mid-1970s and the late 1990s, (who) have grown up during our current golden age of digital technology. Now in their mid-teens to mid-thirties, people in this generation came of age knowing how to interact with technology and are comfortable using it to their advantage.” Among her recommendations are focusing on content that builds trust, that efficiently answers simple questions quickly, and that makes content consumers feel valued.
Corporate Content Marketing for Best in Class Results by Creative Marketing Channel
Noting that “Best in class companies utilize content marketing for brand awareness, customer acquisition, lead generation, and customer retention” and that most companies plan to increase budgets in this area, Catherine Lockey answers six key questions about content marketing, such as “How do best in class companies create all of their great content?” The answer to that one is outsourcing; roughly half of all small companies and three-quarters of large firms outsource at least a portion of their content creation efforts.
Seeking Marketing Alpha by Propel Growth Blog
Though the panel discussion this post was written to promote is long past, the thoughts about content marketing shared here by Candyce Edelen are still well worth a read. “The Internet and email make it easier and cheaper to make noise, resulting in a virtual cacophony of marketing claims barraging customers every day – with everyone claiming to be ‘the leading, number-one, unique, value-added, trusted provider’ of ‘robust, innovative, cutting-edge, high-performance, ultra low-latency technology….’ Yawn. How can every vendor be the ‘leading provider’ anyway?”
Content Marketing in 6 Steps by Social Media Today
Steven Van Belleghem lays out “the 6 crucial steps to take in order to end up with a good content strategy,” starting with topic selection (determining what’s at the intersection of your company’s unique internal expertise and the information needs/wants of your market) and proceeding through measuring marketing performance (based on the content marketing objectives you’ve established).
Long Live Content Marketing by Rebelations
Rebel Brown offers practical guidance on how to avoid self-promotion and salesy content that “will send your audiences running” and instead focus on providing value: “For example, let’s say your audience is challenged by performance problems with their applications. Don’t send them a piece of content all about your faster processor, database, system or whatever. That’s obnoxious and pretty blatant self-promotion! Instead, share a piece of content about the key aspects of their infrastructure that they might want to check for problems. Share your expertise to guide them through the process to better understand their issues.”
5 CEO-Worthy Metrics for Demonstrating Inbound Marketing Success by Marketo B2B Marketing Blog
Jon Miller outlines five key inbound marketing metrics to measure and continually improve content marketing success, such as lead generation by content and channel: “Beyond core organic traffic and leads, track lead generation by content asset and source. What sources are driving the most traffic? What kinds of content drive the most leads? The most revenue? It can also be insightful to track how these vary by product line or business unit.”
Noting that two of the biggest challenges content marketers face are “producing sufficient content” and “having enough budget to cover the cost of content,” Heidi Cohen has compiled almost two dozen recommendations for developing content cost-effectively, from repurposing speeches delivered by company executives and soliciting employee contributions to reworking content from your distributors and suppliers.
What Tech Buyers Want From Content by Marketing Interactions
Ardath Albee reveals three key attributes that technology buyers value in marketing content, including freshness: “58% (of technology buyers in a UBM TechWeb survey) said they wanted content that was timely and current (while) only 11% said they’d consider content more than 18 moths old.” If you’ve got older content that is still relevant to buyers, refresh it to keep it current with the state of your industry.
Don’t Forget the ‘Marketing’ in Content Marketing by The Content Cocktail
Christina Pappas shares a seven-step checklist for making sure that your content contributes to company goals, without being too pushy or salesy, among them “Make sure there is an offer or connection to your product in every piece of content…every piece of content you publish should have some tie-back to your company and the solutions you provide to the market. This doesn’t have to be obvious and it doesn’t have to be smothered all over the thing, but it should be there somewhere,” such as links to white papers or other related assets at the end of a blog post or report.
Exploring the Five Cs of Content Marketing at Cisco by IT Services Marketing Association
Sherri Liebo identifies the “5 Cs” that Cisco Services looks at to better listen to customers when creating and sharing marketing content, including Customers (“What are customers looking for?”), Competition (“What is the competition doing? How does Cisco Services compare?”) and Collaborators (“What is happening with our channel and strategic partners?”).
Research: B2B Buyers Want Content by Social Marketing Forum
J-P De Clerck summarizes findings from Base One’s Buyersphere Survey regarding the content needs of business buyers. While the study focused on Europe, its findings are more broadly applicable, such as that “87% of…buyers look for advice before buying…The first source when doing so: Web searches. With 71% of respondents who look for information, searches are by far the main source of information.” Among other findings:
- • Business buyers are most active in sharing content on forums, LinkedIn and blogs;
- • Younger members of the buying team are most likely to read white papers and blogs, and attend webinars; and
- • Buyers “who are working in IT were more likely to have downloaded whitepapers (36%) or read blogs (28%)” than those in other industries.
J-P has also launched a blog, Content Marketing Experience, focused exclusively on content marketing issues and guidance. His post Five Reasons No One Shares Your Content is spot on and well worth a read.
Content Marketing: 3 tips for how to get started by MarketingSherpa
Daniel Burstein dispels three myths than hold content marketers back or prevent them from getting the support they need within the organization, such as “‘We don’t want to give away our secrets.’
If you can’t give potential customers enough information about how you do what you do (whether that is fixing plumbing leaks or improving marketing performance), then why should they trust you with their business?” And McDonald’s “secret sauce” is (shhhh)…Thousand Island dressing.
4 secrets to successful content marketing by iMedia Connection
Writing that “the digital world allows us to measure just about anything, including three factors that help marketers gauge the success of their content: click-through rates, time spent on content, and shares via social media,” Jacqueline McDermott Lisk outlines strategies for producing high-quality content that will both improve these statistics and drive business results.
Because not all “leads” are ready to turn immediately into buyers, Shelley Pringle outlines a four-step process for converting those leads into customers over time. The process starts with understanding your prospects’ buying cycle and creating content for the top, middle and bottom of the sales funnel.
Marty Weintraub presents “11 timeless content creation examples that have always worked,” among them demystifying myths (“Nearly every sales process is up against some level of customers’ misconceptions and other informational obstacles. Put yourself in the customer’s shoes and address these sales impediments head on”), covering industry events in real time, excerpting white papers (a great content idea), and interviewing industry experts.
Content Marketing and SEO
10 Reasons Why You Need an Optimized Content Strategy Now by iMedia Connection
Krista LaRiviere, CEO of web presence optimization software vendor gShift Labs, explains how recent Google algorithm changes (including more emphasis on social signals, the clampdown on low-value backlinks, the Google +1 button, and freshness updates) now make optimized, user-focused content more important than ever for search rankings.
How to create search friendly content by Bing Blogs
This post explains how to create optimized content more efficiently by creating a template or repeatable process for content development, and presents seven tips for discovering tinely topics to write about, incorporating keywords, using hooks to capture readers’ attention, and more.
Noting that “From an SEO viewpoint, the interest in great content is to attract links, where as a lot of what Google is looking to eliminate are examples of where content is used to build links”—particularly in the wake of its Panda and Penguin updates—Kieran Flanagan steps through an approach that puts business objectives first, with links and shares tracked but not viewed as the primary goal.
Infographics, Images and Video
5 Content Marketing Ideas Worth Stealing by jeffbullas.com
Jeff Bullas recommends five content marketing techniques for obtaining and retaining the attention of your prospective buyers by going beyond text: “Sometimes you need some inspiration and you need to try some new ideas and different media that may provide a nudge to try something different and creative outside your comfort zone…Images and photos are much more likely to be shared than an article or a white paper. Videos or infographics will be shared at high velocity compared the the humble ‘written word’ that have been with us for millenia.”
Infographics can be great for generating re-posts and inbound linke—if done properly. Slavik Volinsky explains what works (e.g., start with a great idea and great distribution plan: “To create a great distribution plan, approach your industry’s ‘big minds’ and ask for their feedback with full intention of listening & improving the infographic”) and what doesn’t.
The History of Content Marketing [Infographic] – Corporate Storytelling is Not New by Content Marketing Institute
Content marketing guru Joe Pulizzi presents a fascinating history of content marketing, from cave paintings and 19th-century “customer magazines” through the emergence of corporate blogs, business video, microsites, and the proliferation of content marketing sites, books and resources.
Content Marketing and SEO: The world doesn’t need another blog post by MarketingSherpa
Advising marketers to “focus on the message, not the medium” Daniel Burstein (again) offers half a dozen suggestions for taking content beyond blog posts and white papers, like creating a mobile app or a useful online tool “Like the ESPinator from ClickMail Marketing, which helps email marketers choose an ESP that helps them best fit their needs.”
The future of content marketing by iMedia Connection
Rebecca Lieb reports on research showing that larger, more sophisticated content marketers are gradually “lessening their dependence on text-based channels” and focusing more on video and images. Interestingly, she also notes that “Search, email, blogging, digital PR, and even (brace yourself) advertising have, and will continue to have a place at the table as content marketing grows in importance,” or in other words, that web presence optimization will get more attention.
7 Rules For Writing Awesome Content by Small Business Trends
Lisa Barone presents seven writing rules to help in crafting content that will inspire customers to act, including telling stories (“If you want to improve your writing, stop lecturing to people and to start telling them stories”); experimenting (“Improve your writing by experimenting with new mediums [videos, infographics, contests, polls, Twitter chats] instead of getting caught in the same pattern of content”); and to avoid generic messages, “write as if you’re writing to one reader.”
Is Content Marketing The New Advertising? by Forbes
***** 5 STARS
Michael Brenner shares a highly bookmark-worthy infographic that positions 16 different content formats along the dimensions of attention required from the audience and ease of implementation. For example, social media generally requires little attention from the audience (being very short form), and also little effort, while something like an app, telecast or interactive game is at the other end of the spectrum on both dimensions.
How You Can Use Infographics to Tell a Story by Social Media Club
Mireille Massue offers six steps for creating a compelling infographic (such as making it sharable by submitting it to Infographic Directories); nine resources to learn more about infographics; and (of course), an infographic outlining eight steps to create an infographic.
The 6 Best Slideshare Decks on Content Marketing by B2B Marketing Insider
Michel Brenner (again) passes along half a dozen noteworthy slide decks about content marketing, from experts like Rand Fishkin, Joe Pulizzi, and Rebecca Lieb and Charlene Li, whose Winning Content Strategies presentation notes that “77% of Internet users do not engage with online advertising. A shift from ‘push’ to ‘pull’ marketing is imperative to brand survival.”
Expert Copywriting Tips
Harvard Lesson: Verbs Beat Adjectives by Neuromarketing
Roger Dooley, commenting on one of the toughest sales jobs of all—”selling” yourself to Harvard Business School, where nine out of 10 applicants are rejected—concludes that verbs sell more powerfully than adjectives. Verbs persuade more effectively because they “require actual examples of the behaviors or characteristics in question…These specifics will increase the credibility of the copy, in addition to providing more information than when the adjective-driven shortcut is taken.”
Using Great Storytelling To Grow Your Business by Fast Company
Former McKinsey consultant Kaihan Krippendorff outlines two approaches for producing more compelling content (or presentations): using LOTS (“language of the senses…When telling a story, share with us what you see, smell, feel, taste, and hear. When you trigger a sense in someone, you bring them into the story with you”) and building on your story spine–a structured approach to use in opening a presentation or throughout a longer document.
25-point Web copy checklist: How to write for Google by Success Works
***** 5 STARS
Heather Lloyd-Martin provides a remarkable checklist for creating content that will appeal to human readers and search engines alike, from starting with a customer persona and keyword/topic research to crafting a compelling title and meta description to effectively “sell the click” to searchers.
Copywriting: How to improve headlines on landing pages and blog posts by MarketingSherpa
Adam T. Sutton, noting that “people are busy. You need to write a headline that convinces them to ignore distractions and pay attention,” outlines four attributes of value to consider when crafting headlines along with five tips for writing attention-grabbing headlines, such as front-loading (start with the most valuable phrase, e.g. “Get Paid to Take Online Surveys” is a much better headline than “We Can Help You Get Paid to Take Online Surveys”).
Write the Best Titles for Content Marketing: A 10-Point Checklist by Content Marketing Institute
Roger C. Parker recommends 10 questions to ask when writing headlines, such as “Does your title clearly promise a desired benefit?,” “Did you emphasize your intended readers in your title?” (for example, “C. J. Hayden’s ‘Get Clients Now: A 28-day Marketing Program for Professionals, Coaches, & Consultants’ targets readers by occupation”), and “Does your title include the keywords readers use searching for information online?.”
I was reminded of that famous quote from Mark Twain recently in a Twitter exchange about the web presence optimization framework. Although the framework has been for the most part enthusiastically embraced (and dozens of people have downloaded the framework white paper), a few people on Twitter questioned the need for a “new” marketing concept.
While “search plus social plus content” is inarguably inelegant, it was suggested that other terms such as “online marketing” or “inbound marketing” already covered the concept of web presence optimization (WPO). Although those are clearly important concepts, they don’t cover the spectrum of an organization’s web presence and related activities, which is why the WPO model was introduced nearly three years ago.
Since its introduction, the concept has been embraced by tools vendors and covered in publications like iMedia Connection, Search Engine Watch, Business2Community and Social Media Today, and Website Magazine.
Nevertheless, the point raised on Twitter is valid: a number of overlapping terms in use address at least parts of the digital marketing and PR mix. Perhaps the definitions below will help to clarify the role of WPO as an overarching management framework.
Web Presence Optimization (WPO)
Web presence is essentially web visibility; it’s about being as ubiquitous and easy-to-find as possible when buyers are searching for information about what you and your competitors sell. Anything about your company or products that appears somewhere online—whether owned, earned or paid content—contributes to your web presence.
Tracking over time and against competitors as well as managing and continually improving this for relevant, maximum exposure is optimization. By using unified metrics, you can manage and coordinate the efforts of specialists in various disciplines, including content development, social media, SEO, PR, online advertising, and reputation management, resulting in efficient and effective optimization of an organization’s total web presence in order to drive business results.
According to content management guru Joe Pulizzi, “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.).”
Content marketing is arguably one component of WPO even though it includes offline venues such as print which don’t contribute to web presence. It’s also focused on owned (internally produced) media and does not include metrics or competitive benchmarking.
Search Engine Optimization (SEO)
Per BusinessDictionary.com, SEO is “the process of improving traffic to a given website by increasing the site’s visibility in search engine results. Websites improve search engine optimization by improving content, making sure that the pages are able to be indexed correctly, and ensuring that the content is unique.”
SEO includes technical factors (making sure sites load quickly and are easy to crawl), content factors (keyword research, content optimization, meta tags) and linking factors (building internal and external links).
While SEO is affected by PR and social media activities, metrics, and competitive actions, it’s internally focused (owned media), cannot be used to manage PR or social media marketing activities (except as they relate specifically to website optimization) and is separate from paid search or other online advertising activities.
In the words of HubSpot co-founder and CEO Brian Halligan, inbound marketing is “where you help yourself ‘get found’ by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a ‘hub’ for your industry that attracts visitors naturally through search engines, the blogosphere, and social media.”
Like WPO, inbound marketing incorporates metrics, content creation and optimization, social media, and (in some cases) search engine marketing. Valuable as it is, however, it doesn’t provide the overall online visibility management framework that WPO does because the latter also includes PR, online advertising, competitive benchmarking and earned content.
One element that none of the above concepts address, but is addressed in WPO, is that third-party content (from customers, journalists, bloggers or other influencers) has value in influencing the buyer’s decision-making process, even when it doesn’t lead directly to a lead or sale. Third-party content is often viewed as more objective and credible than company-produced content, making it critical to track, measure and share.
According to About.com, “Online Marketing is the art and science of selling products and/or services over digital networks, such as the Internet and cellular phone networks. The art of online marketing involves finding the right online marketing mix of strategies that appeals to your target market and will actually translate into sales.”
Though it incorporates SEM, online advertising, search optimization, and content marketing, online marketing is transaction-oriented: it’s focused on activities that lead directly to sales for generally low-consideration items including frequently-purchased or impulse-buy consumer goods and low-value business supplies.
WPO, in contrast, has a broader focus on earned content (e.g. social and press) and overall online visibility, which is important for high-value, considered-purchase consumer goods and b2b sales where web research may lead to an online or offline sale.
While this was originally an umbrella term for various types of activities similar to online marketing, Marketing Land notes that the term has since become to large extent co-opted by get-rich quick hoaxes, pyramid schemes and other scams.
As WPO is all about building online credibility, it’s the farthest thing from Internet marketing.
All of which means…
In the end, the Twitterers’ concern about buzzword proliferation isn’t misplaced. Buzzwords are often used to obscure, confuse, or spin. But WPO genuinely illuminates the actionable key metrics of online visibility, enabling marketing executives to make smart decisions about coordinating PR, SEO, SEM, social, and content marketing efforts.
Content is king. As you’ve no doubt read in many places before, content is one of the core elements of B2B social media marketing success. Content is also crucial for lead nurturing, SEO and other online marketing initiatives.
But producing content is expensive. Producing great content is even more expensive. What brands have done it well—and what can you learn from them? How can you recycle / re-use / re-purpose content to stretch your investment? What are the current best practices in content creation? What forms of content are most popular with buyers?
Get the answers to these questions and more here in a dozen of the best content marketing guides of the past year.
Brands that have mastered content marketing by iMedia Connection
Reporting that “content marketing has reached a tipping point within the marketer’s toolkit…nine out of 10 marketers are (now) utilizing some kind of content marketing in their overall strategy, and more than half plan to increase spending for content-related marketing over the next 12 months,” Rob Rose highlights the content strategies of three brands. It’s an excellent article, though unfortunately Rob’s first example is Kodak. Oh well, one does not thrive by good content marketing alone.
Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper by Highly Competitive – Software Industry Insights
Noting that studies consistently show that “the most sought-out and influential content for B2B technology customers during decision-making buying cycles…in every study, #1 is the White Paper,” Julie Hunt explains the origins of white papers, what makes for an effective white paper (from the buyer’s perspective), how white papers fit into a broader content marketing strategy, and the attributes of the “new” white paper for today’s buying environment.
Why Your Social Media Campaign is Performing at 1/7th of Its Potential by Business2Community
Citing research showing that “Social media campaigns with a robust content marketing strategy provide approximately seven times the number of leads/conversions as a social media campaign without,” Chad Pollitt shows how content marketing positively affects conversion rates, SEO, referral traffic and branding.
How to get the most out of content creation by iMedia Connection
Author and frequent best-of honoree Rebecca Lieb writes that “what smart marketers who invest time and dollars into content creation know is that reusing and recycling that content can far extend the reach of their message and the ROI of their spend,” and explains how to repurpose content without repeating yourself.
Why Content Marketing Fails by Geoff Livingston
Geoff Livingston contends that a lot of content fails because…it’s marketing. He argues that, to be successful with this strategy, “Marketers need to create compelling content — specifically, interesting and factual stories. They need to adapt best practices from the journalism field, and bridge the gap between corporate interest and market needs for valuable information.”
The Life of an Article on the Web by Elliance
A clever little diagram illustrating the relationship between authoring, syndication, dissemination and consumption of an online article, designed to demonstrate “exactly how an optimized article can find its way to your target audience.”
Getting savvy with content creation by iMedia Connection
Rebecca Lieb (again) provides valuable guidance on using content aggregation and curation for marketing, noting that producing engaging content is the top challenge marketers say they face in content marketing, but “The problem isn’t (having) enough content, it’s knowing what content merits time and attention.” And in another notable article on content marketing (Whose job is content?), Rebecca writes that while “there are certainly plenty of possible roles and responsibilities that can oversee, or play a role in, content marketing” such as the CMO, content or editorial director, blogger, social media guru or PR professional, “Companies that really buy in to content marketing are increasingly taking the ‘everyone’ approach.”
Steve Seager cites McKinsey research on changes in the traditional purchase funnel and the corresponding value of content marketing in addressing this; the study shows that “just before people are ready to buy they enter stage of ‘active evaluation’. In this stage, the funnel actually widens as people actively research and consider all the options before making their final purchase decision…People at the ‘active evaluation’ stage of their decision making cycle are the closest to buying. So it makes sense to focus there…They do not want, or respond to, advertising, so why advertise? People at that stage want valuable, meaningful information that helps them with their decision. So why not give it to them?”
Explaining that “Rather than working hard to reach out to cold and potentially unqualified leads, inbound marketing is the process of getting your message out to warm, receptive leads who are actively searching for what you’re selling,” Sherice Jacob lays out a three-pronged inbound marketing attack utilizing blogging, social media and content marketing.
The 22 Best Infographics We Found In 2011 by Co.Design
Suzanne LaBarre shares 22 of her favorite infographics from last year (click on the thumbnails at the top of the article to scroll through), illustrating everything from “a metaphorical chart of how water flows from the source to the consumer (to) the spikes and dips of the Dow Jones Industrial Average rendered as notes on a musical scale.”
Content best practices for 5 marketing channels by iMedia Connection
Writing that “Generating and promoting quality content can have search engine optimization (SEO) benefits, enable your company to communicate brand and product stories, and drive brand impressions as the content is shared,” John Faris details best practices for integrating content marketing with SEO, email marketing, Facebook, blogger outreach and multimedia content curation.
2012 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report] by Content Marketing Institute
***** 5 STARS
- • The three most popular forms of content marketing are articles (used by 79% of marketers), social media other than blogs (74%) and blogs (65%).
- • At the other end of the spectrum, just 15% are using mobile-specific content, while 14% produce digital magazines and 10% participate in virtual conferences.
- • The top three channels for sharing content are Twitter (74%), LinkedIn (71%) and Facebook (70%).
- • Marketers have the highest confidence that in-person events, webinars/webcasts and case studies are effective tactics. They are evenly split on the effectiveness of social media however.
- • The two biggest challenges marketers cite in content marketing are producing quality content that “engages prospects/customers” (41%) and producing enough content (20%).
Social media marketing has gone well beyond the hype stage and is now mainstream business practice. Still, questions remain: how do I use social media most effectively across the enterprise? Which social media monitoring tools should I use? What should I monitor for? How do I use my time and resources most effectively? What social media developments and trends should I be watching?
And of course, there’s the ongoing social media ROI debate: how do I measure this? Can social media ROI really be measured? Influential voices like Olivier Blanchard and Jacquie McCarnan present formulas and methods for ROI calculation, while Steve Goldman contends that social media ROI can’t be measured in isolation, and Jackie Cohen reports that more than a third of CMOs still have no idea whether or not social media marketing is producing any ROI.
What to do? Read on for answers to these questions and more from some of the best minds in social media in some of their best blog posts and articles of 2011 so far.
Social Media Strategy and Best Practices
9 Ways B2B Companies Can Use Location Based Services by Social Media B2B
The always-insightful Adam Holden-Bache contends that location-based services like Foursquare aren’t just for consumer marketers, and supplies ideas on how B2B marketers can capitalize such as through partnerships with non-competitive local businesses, incentives and rewards, and in event marketing (“Are you seeing a lot of your contacts attending certain business events? Whether it’s a local tweet-up or a major conference, this knowledge could be useful to help you plan what events you should sponsor or where you should set up your next booth”).
Is Social Media Really Living Up to Expectations? by B2B Lead Roundtable Blog
Brian Carroll talks with MECLABS Director of Research Sergio Balegno about the disconnect between social media activity and results in the B2B environment, and concludes that “marketers are expecting way too much too soon.” Social media adoption on both the buyer and vendor side is happening with incredible speed; the tools that we’ve developed to track other web marketing activities haven’t kept pace. As social media monitoring and integration with CRM systems improves, marketers will have the metrics and analytical tools to more accurately assess the value of various social media efforts and continually improve them.
The B2B Social Media Landscape: a portrait by Beyond
***** 5 STARS
The social media approach that nobody wants to hear by Hugo Guzman
Hugo Guzman explains the importance of listening and planning before jumping into social media (failures also noted previously here in the dirty dozen top 12 social media mistakes to avoid). He lists nine steps its imperative for companies to take in order to “build enough social karma (yes, I said karma) to facilitate things like guest posting opportunities, retweets, likes, etc.”
19 Social Media Best Practices [VIDEO] by Social Media Explorer
30 Ways to Use Social Media for Business People by SEOptimise
Citing a recent study showing that “94% of businesses actually do not use social media even for the most obvious task it’s good for: Getting feedback”–and another demonstrating that those businesses are less competitive–Tad Chef supplies a list of 30 ways businesses can use social media, among them to get feedback, get attention, debunk myths, forge relationships and build links.
5 ways to use social media to build a crowd for your event by Socialbrite
Tamara Mendelsohn of Eventbrite details five guiding principles for promoting events, including choose the right platform, publish your event to Facebook, and “define success metrics and don’t underestimate the effort required.”
Organizing Your Social Media Strategy by CompuKol Connection
Influence in social media: how to find the top bloggers by blur Group
The most underestimated social media asset by iMediaConnection
Noting that “the proper framework of enablement and empowerment can turn a company’s workforce into the most effective means of advancing the goals of the business through social media,” Lori Luechtefeld details IBM’s experience with transforming its business be empowering employees to actively engage as part of the company’s social media strategy.
It’s Not Your CEO’s Fault He’s a Social Media Moron by Social Media Today
Expand Your Social Media Mix: Twitter Alone is Not Enough by Web Strategy by Jeremiah Owyang
***** 5 STARS
Deftly weaving in a dinner analogy to social media, Jeremiah Owyang compares Twitter to shish-kabob (bite-sized morsels of information) that are tasty but need to be supplemented by “steak”–infographics, Slideshare presentations, blog posts–and topped off with online video for dessert.
26 Ways to Use Social Media for Lead Generation by Social Media Examiner
***** 5 STARS
Debbie Hemley compiles another brilliant A to Z post, this one focused on using social media for lead generation. Her list of tactics begins with Assets, Branding and Compelling messages and continues all the way through Word of mouth, eXcellence, adopting a Yes attitude, and demonstrating Zeal in your social media activities and relationship building.
Social Media Tools
10 Steps to Finding the Influencers in Your Market by Junta42
***** 5 STARS
The brilliant Joe Pulizzi details 10 steps for finding and cultivating relationships with the key influencers in your market space. For each step, he identifies the overall strategy, useful tools, and helpful tips for execution.
9 Social Networks Your Business Should Be Using by Likeable Media
The Social Media Strategists Power Tools [Consumption] by NewCommBiz
Social Media and Online Video
9 new rules for YouTube marketing by iMedia Connection
Greg Jarboe lists nine helpful rules for video marketing, such as “Rule 1: YouTube marketing is the new video marketing…YouTube gets more than 86 percent of visits to 77 video sites in this country.” (Hulu, at #2, gets less than 4% of visits.) And “Rule 2: You can’t make it on YouTube alone…even with close to 2.0 billion out of the nearly 5.2 billion viewing sessions in the U.S., only 38 percent of all viewing sessions occurred at YouTube.com…45.13 percent of viewers discovered videos by going to a video site (i.e., going to YouTube and running a search or clicking around the featured or related videos). But 44.24 percent of viewers discovered videos embedded on blogs or other websites.”
Social media: Adding video to your digital marketing plan by SignOn San Diego
Erik Bratt expounds on the popularity of video marketing (“video capability was the fastest-growing website feature for small-business advertisers in 2009, with one in five hosting website video by the end of the year”) and the different types of videos businesses can consider using, including screencasts, customer testimonials and video email.
7 Little Known Tricks That Will Get You More YouTube Views by SocialTimes
Social Media Case Studies
The Fantabulous Lists of Social Media Case Studies by Social Media Today
Looking for examples of social media success to emulate? Giedrius Ivanauskas supplies 17 lists of social media case studies such as WOMMA’s Case Study Library and 35+ Examples of Corporate Social Media in Action from Mashable.
B2B Social Media Example: GE MarkNet by Social Media B2B
Social Media Trends and Predictions
2011 Trends: Make Your Corporate Site A Social Media Hub by Business 2 Community
Pam Moore outlines a dozen ways companies can fail at social media marketing, from not understanding the social media “ecosystem” for their industry or hiring the wrong consultant/agency for help to assuming social media will fix a broken business (it’s won’t–it will expose it) and having unrealistic expectations in general.
Social media: What lies ahead? by iMedia Connection
Shelly Palmer predicts that Facebook will face increased competition from better tools, that smart phones will continue to advance and account for a higher share of online traffic, and more in this 11-minute video.
Are These Social Media Trends of 2011 Part of Your Strategy? by Social Media Today
It is the structure of social networks that shapes influence… and the structure is changing by Trends in the Living Networks
Ross Dawson delves into the concept of influence networks to explain why some tweets go viral and others don’t, noting that this is a rapidly evolving area and that research shows “professional blogs are the most influential news media in sports and the second most influential media in politics and national news, while personal blogs are the most influential in entertainment and the second most influential in technology. In general the influence of blogs tends to decay more slowly than other media.”
Social Media Policies and Regulation
10 Steps to Managing Employees on Social Media by Write Speak Sell
**** 5 STARS
Noting that “Well-written (social media) policies prevent public relations disasters and potential legal liability. In addition, when done properly, they also create environments that foster productivity and loyalty among employees,” Kyle-Beth Hilfer provides an outstanding 10-step list to use as a guide in writing a social media policy.
Social Media Policy Unites Social Media Initiatives by Social Media Today
Going down the same path as Who Should Write Your Social Media Policy?, Tim McCord emphasizes the need to create a team when crafting a social media policy and selecting monitoring tools.
NLRB Says Companies Can Not Discipline Workers For Posts in Social Media by iMedia Connection
In news that every company needs to hear thought most likely don’t want to, Chris Boudreaux reports on a recent case wherein the National Labor Relations Board (NLRB) determined that “companies can not discipline workers who post criticisms on social-networking sites.” Chris concludes with: “This clarification by the NLRB is a big deal for a lot of companies in the United States.” Indeed it is.
Social Media and SEO
Why social media optimization is the new SEO by iMedia Connection
Noting that many people now “receive the majority of their news on Twitter or via posts on Facebook and LinkedIn before resorting to a Google search on any given topic…How many times have you seen an article posted on Facebook or Twitter that has either made you click on it, or urged you to suddenly search about the topic? It’s a fascinating process,” Dennis Franczak explains why social media optimization (SMO) is now taking center stage in online marketing and how to go about it successfully.
Jennifer Sable Lopez offers a nine-step checklist to making social media activities SEO-friendly, such as incorporating keyword research and making sure your content is easily sharable across the most popular social networks. She uses the word campaign unfortunately, but otherwise it’s a helpful post.
Why Not Be The CMO Of Everyone? by MediaPost Search Insider
***** 5 STARS
Writing that “every person in an enterprise is potentially an authentic, invested content producer, networker or influencer. Very often, employees in large enterprises are actively evangelizing their brands or products and no one in the home office even realizes it,” Derek Gordon advises CMOs to solicit content from the broadest possible array of contributors within an organization in order to develop more valuable, search-optimized copy.
Social Media Monitoring
20 free, awesome social media monitoring tools by Socialbrite
Top 20 social media monitoring vendors for business by Socialmedia.biz
J.D. Lasica and Kim Bale review 20 powerful fee-based tools for professional social media monitoring, among them Radian6, Lithium, Alterian SM2 and Attentio. For guidance on how to evaluate these tools, check out 9 Criteria for Selecting a Social Media Monitoring Tool.
Top 10 analytics tools for social media by iMedia Connection
Pam Sahota provides helpful mini-reviews of 20 free social media monitoring tools worth checking out, from Twilerts and Backtype through Proxlet (which, among other features, helpfully filters out those annoying Foursquare checkin tweets) and Trendrr.
Social Media Dashboards by CompuKol Connection
Neil Glassman raises a number of questions to help focus social media monitoring activities (e.g.,”Does your query language mesh with your consumers’ language? Or is it industry language?”) then makes three key recommendations to help organizations really get value out of social media monitoring.
Social Media Metrics and ROI
6 Critically Undervalued Social Media Success Metrics by Convince & Convert
Jay Baer details the half-dozen social media metrics and tools he views as the most meaningful yet undervalued, from the Klout scores of your Twitter followers (rather than just number of followers) to share of voice and inbound links.
Social media metrics: 5 things to learn in 2011 by Ragan.com
Social Media Strategists Look Hard at ROI this Year by eMarketer
According to research from The Altimeter Group, “when it came to social media programs, 82% of respondents reported they would be investing in brand monitoring in 2011, while 77% cited staff budgets and 78% training budgets…Creating ROI measurements tops the list of internal social strategy objectives for 2011, with 48.3% of respondents highlighting that goal.”
3 Ways social media market research can impact your business by ListenLogic
Noting that “Market research is now beginning to leverage social media in a revolutionary way that provides insights and impact across the organization,” Chris Karnes explains how social media listening can be used to measure marketing campaign effectiveness, drive purchasing decisions and inspire product innovation.
6 Buckets of Social Media Measurement by Take a Peck
Jason Peck details six “buckets” of metrics companies should use to evaluate the success of various social media initiatives, including business metrics, awareness (e.g. website traffic, searches for brand terms) and engagement (Facebook likes, blog comments, retweets, etc.).
Social Media ROI for Idiots by Social Media Today
Hmm, not to sure about the title of this post, as idiots are unlikely to get social media ROI. Or even to get social media for that matter. But regardless, Jacquie McCarnan helpfully provides several different formulas for calculating social media ROI, based on different factors such as qualified leads, employee retention, and customer engagement.
Measuring the Stages of the Cyclic Social Media Marketing Funnel by SocialSteve’s Blog
***** 5 STARS
Contending that social media ROI can’t be measured in isolation, Steve Goldner recommends instead measuring its contribution to the business through key performance indicators (KPIs) including awareness, consideration, loyalty and advocacy. His brilliant “Cyclic Social Media Marketing Funnel” graphic makes the post worth a look in itself.
Social Media ROI business measurement by Slideshare
***** 5 STARS
Social Media Research, Facts and Statistics
Gordon MacMillan reports on research from McKinsey showing that “companies that are starting to do it (social media marketing) well are being rewarded for their efforts (e.g., with higher operating margins and market share). More than that, it says those that fail to implement social media could be making a ‘critical mistake.’” He also shares four key steps McKinsey suggests executives should take to move their organizations forward.
Chris Boudreaux cites a study concluding that nearly 9 in 10 large-company CEOs believe social media is important to their business strategies, and that “43% of CEOs say they will ‘significantly change’ their strategies in the next three years to respond to customers’ increased use of social media and mobile devices.”
STUDY: Return On Investment In Facebook Eludes CMOs by All Facebook
Jackie Cohen summarizes and comments on a recent Bazaarvoice / CMO Club showing that “Nine out of every ten Chief Marketing Officers participate in at least three forms of social media promotions, yet many don’t know whether these efforts yield a return on investment…(while) 15.4 percent have a significant return on investment and 20.6 percent have an average return…34.9 percent said they don’t know whether they have an ROI, and 8.6 percent have none.”
How much does Social Media cost companies in 2011? by MackCollier.com
***** 5 STARS
Mack Collier very helpfully provides social media consultants, and companies looking to hire them, with pricing benchmarks for common types of projects. For example, ghostwritten blog posts cost anywhere from $50 to $500 per post, with most providers charging $100-$250.