Posts Tagged ‘Michael Brenner’
While social media marketing has become commonplace, questions about how to optimize the use of social channels and networks, and how to stand out from the crowd, remain.
The post 23 Outstanding Social Media Marketing Guides, published here a few weeks ago, answered questions about social media trends, the evolution of social media marketing best practices, and how to optimize use of visual content.
This follow-up post answers several more, such as: what are the best social networks for b2b social media marketing? What are the best and worst times to post updates? How can different networks be used most effectively for lead generation? Which tactics work best today for building a social media following and growing traffic?
Find the answers to those questions and others here in 19 more outstanding social media marketing guides from the past year.
Five Simple Rules for B2B Social Media Marketing Success by Marissa’s Picks
Marissa Pick (no relation, though I joke that she’s my adopted cousin) outlines a handful of rules for successful B2B social media marketing, among them “knowing what to do is just as important as knowing what not to do” (“Every social media campaign needs a strategy, and it’s crucial to understand your goals. Knowing what you want to accomplish and how you will measure success is crucial before you launch any campaign”), “engagement = essential,” and “know your audience.”
The Top 8 Social Networks For Business by B2B Marketing Insider
Michael Brenner examines findings from Adobe regarding the top social networks for business in the view of CMOs, based on their value for SEO, brand awareness, customer communication, and traffic generation. In addition to the “Big Four,” the findings and associated infographic looked at SlideShare (the “new kid on the block”) as well as “niche players” Google+, Pinterest and Instagram.
How To Choose The Right Social Media Networks For Your B2B Business by Search Engine Land
Jayson DeMers details seven factors to consider when determining where to focus social media marketing efforts (such as conversions and customer value: “Do visitors bounce immediately off your page, or are they reading your content, amplifying your message and becoming customers? A…detailed analysis can help you determine not only which networks are sending you traffic, but which ones are sending you valuable traffic”) along with seven types of social networks to leverage.
50 Expert Tips for Getting Started on Social Media by Constant Contact on SlideShare
This presentation provides dozens of one-sentence (mostly) social media tips from top experts inlcuding Rebekah Radice, Robert Caruso (“In social media, content leads to conversations, conversations build relationships, and relationships result in ROI”), Kim Garst, Mike Stelzner (“Study your competition and watch where they participate in social dialog. Don’t reinvent the wheel”), and Ann Handley among others.
The Dead Zones: When Not to Post on Social Media by Cool Infographics
Randy Krum displays a pair of infographics illustrating the best and worst times to post on social media. The worst times seem generally intuitive (e.g., Facebook between midnight and 8:00 a.m.), though a few are odd (don’t post to LinkedIn during the workday?!). The best times, meanwhile, are shown in pretty short windows (e.g., Twitter between 1:00 and 3:00 p.m.). Interesting – though your mileage may vary.
Survey Reveals 11% Increase in Marketers’ Ability to Measure Social Media ROI by Social Media Explorer
Nichole Kelly dives into research findings from Social Media Examiner showing that more than a third of marketers now say they are able to measure ROI from social media activities; but 88% say they “want to know how to measure the ROI from social media” (so, a quarter of marketers say they can measure social ROI, but also don’t know how?); that half of marketers say they’ve seen improved sales from social media; and other interesting facts and stats, including my favorite: “85% of marketers have NO plans to use Snapchat. (Thank goodness!).”
16 Resources to Generate Leads With Social Media by Social Media Examiner
Debra Eckerling outlines a collection of helpful resources for generating leads through Facebook (e.g., how to set up a Facebook page for lead generation and methods for generating email leads through Facebook), Twitter, LinkedIn, YouTube, Instagram, and Pinterest.
Social Media Lead Generation: Best Tips From The Experts by Heidi Cohen
Heidi Cohen passes along guidance on “the best way to use social media to generate leads” from 22 social media experts including Michael Brenner, Jeff Cohen, Jason Falls, Neal Schaffer (“The best way to generate leads is to utilize sponsored posts on the relevant social media platform where your customers are utilizing best practices for that platform. Social networks are in business and want you to be successful in your advertising”), and Deb Weinstein.
Brian Honigman presents 10 infographics covering everything from how to create the “perfect” post on various social media platforms and how to size profile images for popular social networks to social media facts and figures (hmm, that sounds familiar), user growth trends across platforms, and the best and worst times to post on social media sites.
7 Social Media Monitoring Tips To Help Your Business Spy Like The NSA by Top Dog Social Media
Melonie Dodaro shares sever highly useful tips for finding people who are sharing your content, discovering who is mentioning your brand or products, finding influencers in your industry, and find “super-targeted” followers such as who is following a particular person or brand and lives in a specific city.
The Art of Creating Perfect Social Media Posts – infographic by Digital Information World
Noting that “Each social media operates a bit differently, and each brand’s followers have their own preferences and moods…(so) there is no One-Size-Fits-All trick or strategy” for “perfect” social media posts, Irfan Ahmad shares the essential elements of a highly shareable blog post along with an infographic showing best practices for promoting content on YouTube, Twitter, Facebook, Vine, Instagram, Pinterest, Tumblr, and Google+.
How to Easily Double Your Traffic from Social Media by KISSmetrics
Garrett Moon offers helpful guidance on how to increase social media traffic by sharing each piece of your content more than once on various social networks, along with five tips on how not to overdo re-sharing and risk appearing to be a spammer.
5 Social Media Tasks You Might be Neglecting and You Shouldn’t by Reviewz ‘n’ Tips
Daniel Sharkov offers helpful tips on a handful of social media tactics you should be using, covering LinkedIn (“Did you know that unlike most social networks, a rather high percentage [about 20%] of your [LinkedIn] contacts actually sees your updates?”), StumbleUpon, Google+, Triberr, and Facebook.
Why social media is losing its sparkle by iMedia Connection
The always fascinating Rebecca Lieb contends that “email and search now both enjoy wallpaper status. They’ve faded into the background. This is absolutely not meant to diminish the importance or significance of either as a marketing channel…(rather) ‘wallpapering’ is a sign of maturity and essential integration into the larger marketing organization,” and that social media is now approaching that status as well. What do you think?
Social Media 101: Branding for the PR-impaired marketer by MarketingSherpa Blog
Everyone knows social media has become an essential channel for marketing and content distribution, but Maria Lopez Fernandez reminds readers that not all social networks are created equal: each has its own distinct characteristics, uses, and etiquette, and she provides guidance here on how to make the best use of Facebook, Twitter, and blogging – as well as how to put it all together.
Samy Simorangkir shares an infographic which details the required image dimensions for social media profiles on Facebook, Twitter, LinkedIn, Google+, YouTube, Instagram, and Pinterest, along with half a dozen “additional rules of thumb to keep in mind” for optimizing profiles on the largest networks.
30+ Ways To Use YouTube Effectively by Small Business Trends
Writing that online video “is a terrific way for small business owners to compete with the big brands. But creating effective (as in watchable) content and then promoting it can be intimidating,” the brilliant TJ McCue has compiled a list of 30 resources for small business, from expert online training to helpful guides, infographics, online video editing tools and more.
5 stages to unlocking social media’s full potential by iMedia Connection
Scott Fasser believes it’s a “colossal mistake” to try to use social media to persuade your target audience to buy. Instead, he lays out a five-stage process for businesses to evolve their social media activities from “nascent to awesome.” At the base stage, companies are listening to buyers and watching competitors; by stage five, a company is truly executing as a social business.
Jacek Blaut explains in detail how to use Facebook Open Graph tags to obtain “a degree of control…over how information travels from a third-party website to Facebook when a page is shared (or liked, etc.),” why marketers need to know about Open Graph, and how to implement these, as well as how to use Twitter Cards to “stand out from the crowd” on Twitter by generating additional content from your tweets.
Content marketing is a hot topic. According to Google Trends, searches for “content marketing” have increased 150% in the past two years. 90% of companies now use content marketing, and collectively they will spent $135 million on digital marketing content this year.
Yet marketers still have many questions about content marketing strategy and tactics. How do you create a content marketing strategy? What role does visual content play? How should success be measured? Is there too much content being produced?
Find the answers to those questions and more here in 22 noteworthy content marketing guides. While some of these posts date back the beginning of 2014, all remain relevant and useful.
10 Things You Must Know About Your Audience! by The Marketing Nut
***** 5 STARS
Writing that “You must know who your audience is, who you are and how you can help them solve problems. It’s only after you have this foundational knowledge that you can determine your social strategy and approach for building your social media plan,” frequent best-of honoree Pam Moore offers a free audience analysis worksheet and suggests 10 key questions to ask when developing content plans, starting with questions to identify your audience and key pain points and concluding with the emotional reasons customers buy from you.
How to measure content marketing success by iMedia Connection
Michael Estrin shares half a dozen insights on effectively measuring content marketing success, such as “business goals still matter” (views and engagement are nice, but is your audience following through by taking a targeted action?) and while numbers matter, so does quality (content “will fail if it doesn’t align with a larger strategy”).
Optimize Content Marketing Strategy in 7 Steps by Business2Community
Angela Hausman expounds on an infographic which illustrates “how to optimize content marketing strategy” in seven steps, starting with setting goals and conducting research, and progressing through promoting your content and analyzing results (“Use the KPI’s created earlier to monitor your performance. Keep doing things that work and tweak things that DON’T work or get rid of them”).
what is awesome content and why do you need it? by bowden2bowden blog
Randy Bowden outlines a four-step process for creating awesome client, from identifying and getting to know your audience (“In order to capture the attention of your readers, you need to know how to capture their attention. In order to know how to capture their attention, you need to get to know them“) to including a call to action in the conclusion of your content.
The 5 biggest myths about content marketing by iMedia Connection
Tom Foran debunks “five of the most common myths and (tries) to set the record straight for marketers.” For example, “Myth No. 2: Creating content is the hard part.” Actually, according to Foran, most of the work is in promotion. “Creating the content first and figuring out where it should go later sounds like a surefire way to waste time and resources. Marketers should instead consider starting with a distribution strategy that answers…key questions.”
Rebekah Radice offers a dozen tips for “creating compelling content that engages your audience and inspires them to share that content,” from analyzing competitors and knowing your ideal reader (starting with a customer persona) through sharing success stories, sharing newsworthy content, and building an email list.
While acknowledging that “there is too much of some types of content,” the brilliant and prolific Sonia Simone makes the case that despite the deluge of online content today, content marketing is far from dead, as “There is no glut of quality content…we are a long way from the day when too much high-quality, Rainmaker-style content is being created…there is not a glut of content that is useful, passionate, individual, and interesting.”
What You Absolutely Need To Know About Content Marketing by The B Squared Media Blog
Brooke Ballard explains three “must-knows” about content marketing, starting with “Content Marketing Always Starts With A Strategy…everything starts with a ‘why.’ Why are we creating this blog post / eBook / status update? What do we want people to do with this piece of content; what’s the purpose?” Each point also includes several “things to consider,” such as “Can you repurpose old content for use in the future?”
Content Marketing Editorial Calendar Template by The Marketing Nut
Pam Moore (again) offers practical, actionable guidance on how to organize and create a content marketing editorial calendar, complete with a downloadable template and all of the elements that should be part of the calendar (from weekly and monthly themes through primary keywords and categories to supporting media and syndication.
After sharing some compelling statistics–“the content marketing industry (has) grown to a $44 billion industry…93% of B2B brands and 90% of B2C brands are now using content marketing to educate consumers about their brands. (Yet) despite the overwhelming interest in content marketing, 55% of B2B content marketers think their campaigns are ineffective”—Benjy Boxer contends that content marketing efforts need to show ROI, and provides an example worksheet.
The 3 C’s of Successful Content Marketing by iMedia Connection
Nate Holmes outlines the “3C’s” of content marketing execution, starting with create [italix]: “Creating quality content is the heart of content marketing. Relevant, valuable content is what will make your audience stop to think and behave differently…There must be a purpose to content creation; a goal…Understand who your audience is and what they want to know…Offer what no one else can.”
5 Content Marketing Trends & Predictions for 2014 by Web Content Blog
For the most part, these predictions from Gazalla Gaya will hold true for 2015 as well. For each trend here, she also lists several helpful related ideas for content marketing success, among them “Create a definite social media strategy in place to promote your blog posts, whitepapers, case studies and seminars” and “Outline a strategy that works for different devices.”
10 Reasons Visual Content will Dominate 2014 by Advanced Lead Generation Marketing Blog
James Scherer outlines 10 reasons to incorporate videos and images into content marketing efforts, including both stats you’ve likely seen before (e.g., “videos on landing pages increase average page conversion rates by 86%) and a few you may not have (“67% of consumers consider clear, detailed images to carry more weight than product information or customer ratings”).
Drew Williams presents the concept of the “engagement ladder,” which helps map marketing content to all phases of the buying decision process, from solution education (such as analyst reports or industry studies) through vendor education and vendor consideration to decision support (e.g., an offer of an assessment or ROI calculator).
31 Content Marketing Ideas that Will Revolutionize Your Business by Marketo Content Marketing Blog
Joe Pulizzi (who knows just a bit about content marketing) shares a “list of 31 ideas and thoughts, which I believe will make an immediate impact on your content marketing, even if you only execute a few,” such as launching content marketing projects together with partners; keeping your social media influencer list up to date; and setting up editorial calendars for each of your key markets or products.
Content Marketing in 2014: Are You Prepared? by HubSpot
Kieran Flanagan writes that content marketing has largely replaced link building as a primary SEO tactic, then explores processes for proving the value of content, scaling content, and promoting content: “When it comes to distribution, marketers need to focus on increasing the size of their available audience (by increasing their blog readership, email lists, and number of social followers), but also increasing the number of distribution channels they have,” coordinating promotion efforts across all of the channels in the web presence optimization (WPO) model.
The 3 Goals For Your Content Marketing by B2B Marketing Insider
Given that buyers now complete 60-70% of their purchase process before contacting a vendor sales rep, Michael Brenner believes it’s critical to reach buyers through content marketing, and that all content marketing programs should be based on the same three fundamental goals, starting with reach: “reach measures can be criticized as vanity metrics. But it’s important to be building a healthy audience of the right people and to track those measures over time.”
3 Types of Schema Markup Content Marketers Should Know by Small Business Trends
Observing that “It’s harder and harder to get above-the-fold Google rankings, especially for the competitive queries,” frequent best-of honoree Ann Smarty delves into how Schema markup works, and three types that content marketers should be aware of: VideoObject schema, Review schema, and Article schema.
7 Ways to Boost SEO Results for Your Video Content Marketing by B2B PR Sense Blog
Noting that “71% of businesses across a variety of industries have increased company funding for online video marketing budgets,” Oren Smith looks at more than half a dozen ways to improve video SEO, such as targeting the right keywords and using supporting images and text: “images, links, and accompanying text all assist search engines with determining page quality. In a ranking sense, a page with nothing but video content on it isn’t attractive.”
Written a year ago but still timely, Tommy Walker shares his five-step process to make “content more strategic, efficient and powerful,” starting with creating “content for a small group of real people” and progressing through fleshing out a content calendar, complete with examples.
In another older but still relevant post, Stephanie Chang delves into four key content marketing trends, including “Determining the key metrics to measure content’s success will be more important,” an exploration of the varied metrics available for determining success and which are most valuable.
Want to be a Better Content Marketer? Think Like a Journalist by Blue Kite Marketing
After showcasing an example from her alma mater’s journalism school, Laura Click writes “companies that are doing brand journalism well aren’t just throwing a blog on their website. They are creating an entirely new destination for readers that looks less like a corporate website and more like a news magazine. This gives companies the opportunity to be the go-to resource in their industry.” She then serves up six practical tips for thinking like a journalist.
Whether you’re the type of person who eagerly dashes off a proposal for every speaking opportunity that comes your way, or the type who avoids the spotlight as much as possible, public speaking—delivering presentations to our peers, customers, prospects, or other audiences—is a part of virtually every marketing and PR professional’s life. And something most of us could improve at.
How can you get and keep a roomful of people engaged with your presentation? Visually optimize the content you deliver? Effectively use humor? Tell a story that keeps listeners focused on you—instead of checking email on their phones?
Find the answers to those questions and more in these helpful guides from professional speakers. Some date back nearly two years, but all are still relevant and useful.
Jane Porter passes along five valuable tips from master storyteller Kevin Allison. Among them: realize you’re never up there alone (think of it as a conversation, not a monologue); decide where you want to end up and work backwards; and vary your pace (“the juicier moments in your story should take up proportionately more room”).
The Science Behind Storytelling — and Why It Matters by The Official SlideShare Blog
Noting that Pixar continually tells great stories in its movies, Gavin McMahon shares 22 rules for storytelling from Emma Coats, former story artist at Pixar. He highlights two rules in particular that are essential to telling a great story: tailor your content to the audience, and structure your story (think hook, meat, payoff).
Event Marketing – The One Secret To Killer Events by B2B Marketing Insider
Michael Brenner writes that the teams behind the best events think in terms of “multi-format, multi-channel and a steady and continuous promotion of great content. The event is seen more like a conversation that continues well before and long after the physical part.” He also shares specific tips from three professional event planners.
15 Presentation & Public Speaking Tips that Rock by Content Marketing Institute
Based on his extensive experience both delivering and listening to presentations at social media and marketing events, Joe Pulizzi lists 15 helpful tips for better presentations, such as putting your Twitter handle on every slide; walking around; smiling a lot (it’s contagious); and “switching the flow and telling a story every eight minutes.”
Erik Devaney provides advice for content creators on how to avoid getting stuck in the “mediocrity loop” and instead embrace the improvement loop when creating new content. His seven practical recommendations for continually creating better Slideshare decks include choosing the perfect fonts (“a bold, stylized font for headers, and…a simple, easy-to-read font for body text”); using contrasting colors; and placing text legibly on top of images using a semi-transparent overlay.
What You Don’t Know About Speaking by Communication Rebel
Public speaking rock star Michelle Mazur shares a video outlining a handful of tips from Darren LaCroix, a past winner of the Toastmasters Superbowl. Among Darren’s recommendations for being a more successful public speaker: let go of the ME mentality – “On that stage when you are focused on the me, you are not focused on the ‘you’ in the audience. It dampens your connection with the audience.”
How To Be Funny: Stand-Up Comic Takes Public Speakers to School by DIY Blogger NET
Dino Dogan presents a video interview with speaker, writer and standup comic Brendan Fitzgibbons about how to be funny (rather than intense) when presenting. It’s not easy (at least not for many us), but it is powerful. Brendan recommends starting off by showing vulnerability with some self-deprecating humor.
A 47-Point Guide for First-Time Webinar Success by MarketingProfs
In this timeless piece, Agnieszka Wilinska presents four dozen helpful tips covering all the bases for delivering a successful webinar, from focusing on providing value and setting goals (“If the webinar is designed to produce sales, set your expectations in units and in dollars and cents”) to polling participants, managing and concluding the meeting.
13 Ways to be an Awesome Guest Speaker by SlideShare
Barbara Nixon shares a baker’s dozen recommendations for delivering as a guest speaker. She recommends starting by learning about the audience and tailoring your presentation for them, as well as creating a presentation with the flexibility to expand or contract the content. She also suggests being prepared for the technology (including the Internet connection) to fail, with a backup plan to keep the show going on.
A few months ago, the Webbiquity blog celebrated content marketing week—six posts in eight days showcasing the best content marketing insights and guides from the year, starting with 30 Remarkable Content Marketing Facts and Statistics and culminating with 14 Best Content Marketing Tips, Tactics and Techniques.
The burst of content marketing content (pardon the repetition) produced some interesting results in terms of traffic. Compared to a normal Tuesday-to-Tuesday period on the blog, Content Marketing Week had:
- • Twice the normal number of total visits;
- • Five times the normal referral traffic from LinkedIn;
- • Four times the typical number of visits driven by Twitter;
- • Two times the average weekly visits from Facebook; and
- • About the same number of Google search visits as a typical week (not surprising; one wouldn’t expect a short-term burst of traffic to have a significant immediate impact on search visits).
Content marketing remains a hot topic, as practitioners continue to ask questions, like: what are the hottest trends in content marketing for 2014? What impact are blogs having on corporate website traffic in search? Which content formats are most (and least) effective? How can marketers do better at creating “content with purpose”?
Find those answers and many more here in almost a dozen helpful content marketing guides.
Pam Dyer showcases a noteworthy infographic which illustrates seven steps for content marketing success, starting with defining your business goals (“There is a sense of urgency about content marketing, which is leading many brands to jump in without setting clear-cut goals — a recipe for failure”) and progressing through publishing, promotion, and analysis (“a key part of figuring out how to resonate with your audience”).
Leading Experts Predict The Content Marketing Trends for 2014 by Search Engine Journal
According to Murray Newlands, “As we look towards 2014, it’s obvious that content marketing has already become the hottest trend in the industry—the go-to strategy for most, if not all, Internet marketers.” He shares predictions from three experts, with ideas from the increased importance of strategy and “performance marketing” to moving “away from the cheap, clickbait content that inflates ‘vanity metrics,’ and move more towards creating niche-specific, high quality content that provides values to their followers.”
Well, no, corporate websites aren’t really dead of course (though the headline does grab attention), and this post deserves a more detailed response (forthcoming), but for the moment—Michael Brenner does provide some arresting statistics (e.g., “nearly 70% of Fortune 100 corporate websites experienced declines in traffic [in 2013], with an average drop of 23%!”) and worthy suggestions on how to replace the typical “online brochure” type website with something far more engaging and interactive.
Infographics Accelerating Online Marketing Efforts by iMedia Connection
Neal Leavitt notes that while infographics are hardly new, they do remain compelling and valuable for both social sharing and SEO, though going forward “With thousands of infographics going online every day, it’s essential that brands release infographics with high quality design and research to see any success – and to get this kind of quality, brands have to pay for experts.”
Better Content Marketing: Content with purpose by Sark eMedia
Sarah Arrow writes that too many business blogs contain helpful content, but lack purpose: “what’s the thing you would like the reader to do after reading your post?” She lists several potential purpose options (to drive traffic to a web page, improve SEO, boost credibility, build an opt-in list, etc.) then offers tips on how to create “purpose-filled content.”
The changing state of content marketing by iag.me
Ian Anderson Gray shares an infographic depicting the (potential) future of content marketing, full of facts and statistics such as that industry news and blogs are the second most-effective content types for social sharing (with visuals—such as photos, videos and infographics—being the most effective); three-fourths of marketers plan to spend more on content marketing in 2014; and emphasis on quality and originality in content creation will increase.
8 Steps To Become A Brand Publisher by B2B Marketing Insider
Michael Brenner (again) shares a presentation detailing the steps to becoming a “brand publisher” (replete with a lot of amusing photos), among them: creating an effective content strategy (e.g., “delivering the content your audience needs, in all the places they go”); building a content (creation) team; and answering customer questions.
This presentation from CMI steps through best practices for marketing with a wide variety of content types, from blogs (used by 76% of North American B2B vendors and viewed as “effective” by 62%), eNewsletters and case studies to mobile apps, print magazines and annual reports.
Six B2B tech video “worst practices” (including some of mine) by 2-Minute Explainer Blog
Bruce McKenzie helpfully details half a dozen “worst practices” in video to avoid, such as offering “wishy-washy calls to action,” using buttons that “don’t shout ‘video,'” and relying too much on the audio portion of the output (” Rule of thumb: if it would work as a podcast, you’re not getting your money’s worth in video”).
What Content Marketing Needs to Rule in the Post-Advertising Age by Content Marketing Institute
Staking out the position that “To wrest advertising from the cold, dead hands of the traditional agencies, the content industry is going to have to master and improve some basic brand management skills, including branding, strategic planning, media planning, and measurement,” Kirk Cheyfitz proposes a new entity which he refers to as the “content advertising agency” and identifies five critical elements and functions of such an organization.
Content Is The Top Priority For The Social Business by B2B Marketing Insider
Michael Brenner (yet again) reports on a study from Altimeter which revealed, among other findings, that “content marketing was listed as the top priority for social media activities” (though it didn’t even make the list of top priorities as recently as 2010); “only 17% of marketers are truly strategic in their social strategies across the enterprise;” and many organizations suffer from “‘social anarchy’ or uncoordinated social activity happening across organizations because of silos, a lack of leadership, and a clear social vision” (which demonstrates the importance of incorporating a web presence optimization framework into digital marketing strategy).
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.