Content Marketing is the new SEO. To fully understand how SEO evolved and how content impacts it, here are 4 of the best pieces of content I’ve read on this topic (+ one from me): SEO: what it used to Continue reading
According to the Content Marketing Institute’s and MarketingProfs yearly survey on the state of content marketing, lack of time and lack of budget are among the top challenges B2B content marketers face. The other 2 challenges in the Top 4 are “producing enough content” and “producing the type of content that engages”.
In short: most B2B content marketers don’t have enough resources to both scale their content volume and maintain the required quality to generate ROI.
For the past 3 years, we’ve worked with top marketers, influencers, marketing software founders as well as our customers and users to define Lean Content Marketing as a set of best practices that make it possible for SMB marketers to generate positive ROI with limited resources and budgets. We’ve compiled our findings, experiment results, advice and best practices in the Lean Content Marketing Handbook for SMBs and today, I’d like to focus on the most effective practices that generate ROI. Continue reading
Twitter has become a very busy place. As we’re collectively following more and more people, our Twitter timelines become more and more crowded. The consequence: less organic reach, lower engagement.
Last year, observing the same phenomenon, I wrote that social media publishing had to dramatically change to keep yielding results for professionals and marketers. This post, which followed Facebook’s own admission that organic reach was declining for pages, was one of the most resounding ones on our blog with many of our readers confirming this trend through their own experience. Our recommendation back then was simple: use a content hub for all your content – not just your blogs and created content but also your curated content. Bring your social traffic to it so that you can have engagement on your own turf and drive conversions.
This is still the best thing you can do to align your social media and your content marketing efforts and get results. But today, we’re adding a new way to drive engagement up by making sharing your curated content as an image effortless.
Here’s how. Continue reading
Creating content, especially in a lean marketing team, is an all-hands-on-deck endeavor. Having a dream team in place to create not only the social posts, blog pieces, and video snippets, but the strategy, big picture campaigns and creative long-term vision should be a top priority for marketers in 2015.
Michael Brenner makes an interesting list of all the various creative talents you would need in an ideal Content Marketing team. But while there’s no denying that this would be a dream team, it’s anything but lean.
Some marketers make “content marketing” interchangeable with content-marketing activities like social media. Learn 9 misperceptions that devalue content marketing and its potential for success, and find out how to avoid making them again. Continue reading
Repurposing is a key strategy of the lean content marketing methodology. Megan Marrs has 11 interesting best practices and ideas on how to repurpose content efficiently in this great post which made me want to elaborate on this topic.
So here’s the take of several other content marketing experts on the value of repurposing content, a cheat sheet that summarizes key ideas to repurpose content (Megan’s 11 plus 4 others I added) as well as the ROI analysis of two of our own experiment with content repurposing. Continue reading
The rapid incorporation of digital approaches has made marketing an industry of silos. It’s time to rethink the way we build our teams and our skill sets to break those walls apart.
How is Marketing structured in your company?
I’ve been thinking about how this translates to SMBs as obviously not every company has to do “government relations”. But whether the Marketing team is big or small, there are interesting distinctions made in this slide in terms of the skills they represent. Continue reading
This post contains excerpts of our recently published ebook: “ROI or RIP: the lean content marketing handbook for SMBs” that you can download for free here.
According to research performed earlier in 2014 by Gigaom and reported by eMarketer, email marketing is still the most commonly used method of digital marketing, with a whopping 86% of respondents claiming to use it. If that’s not enough, though, over half (59%) of B2B marketers surveyed by HubSpot say that email marketing is the most effective channel for generating revenue.
Email marketing needs content and content marketing needs email
Why are email marketing and content marketing such a great match? And what does it mean for your marketing strategy? Continue reading