7 reasons why people aren’t reading your content (and what to do about it)

7 reasons why people aren't reading your content (and what to do about it)

Content marketing is often proclaimed to be one of the most valuable, effective marketing strategies available. But there’s a critical caveat to that description; people have to read your content for it to be valuable in any way. Of course, content comes in many forms—when I say “read” what I actually mean is “consume”. A person would need to read an article in the same way they would need to watch a video or listen to an interview—the point is, if a person isn’t engaging with your material, your material isn’t worth anything. So why people aren’t reading your content?

There are several potential reasons that could prevent someone from reading your material, and learning to prevent or mitigate those reasons can help you improve your readership (and therefore your entire content campaign). Pay special attention to these seven potential reasons, which I have found to be some of the most common and most devastating. Continue reading

No man is an island: content curation for content creators

No man is an island: content curation for content creators

“There is nothing new under the sun.”

What do you think of that quote? Is it depressing? Dismissive?

True?

True or not, that quote evokes a dilemma every content creator struggles with. We have a lot of content to create, and in one way or another, it’s all been created before.

Before you get on the defensive, let me explain what I mean by that.

Why we tend to create similar content

Our job is to create content that both serves our audience and meets business goals. To do that efficiently, we use proven formats (blog posts, white papers, tweets, etc). We answer common questions. We do this in ways that are familiar to our audience and easy for them to understand.

If we get too creative and too cutting-edge, we become hard to understand. As soon as our audience doesn’t understand us, they’re gone. The rest of the Internet – the easy-to-understand and endlessly diverting Internet – is only a click away. Continue reading

Content marketing happy hour – August 27th in San Francisco

happy hour SF content marketing

We’re sad summer is ending… so we decided to make it last a bit longer!

Come at our content marketing happy hour to discuss marketing best practices with our team and your peers over food and drinks!

What - Happy hour in our office

Who - Marketers and content marketers

Where - Downtown San Francisco

When - Next Thursday August 27th starting at 6pm

We’ll stack the fridge with wine and beers and there will be cheese and pizzas.

Come with your marketer friends and let’s make it a party!

Of course, it’s free :)

But hurry… our office can’t host the entire content marketing scene so it’s first come first serve!

Register here.  Continue reading

Why you need to create a content marketing strategy

Why you need to create a content marketing strategy

The most popular digital marketing mantra in recent years has been “Content is King”, and while the mantra itself may be a touch overused, it is by no means inaccurate. Now more than ever it’s incredibly important to create – not just a content marketing strategy but – your own unique content marketing strategy if you hope to drive traffic and boost brand awareness from online channels.

This article dives into a bit of background on the recent popularity of content marketing, why you need to develop a content marketing strategy that is unique, and shows you where to find some of the newest strategies to set yourself apart from your competitors.

Continue reading

How to balance virality and utility in content marketing

How to balance virality and utility in content marketing

When people talk of the “quality” of a piece of content, they’re generally referring to its value in terms of captivating an audience or attracting attention to the brand. They might be referring to the depth of research, the style of the writing, or the overall appeal of the topic, but if you boil down the value of a piece to its capacity to engage an audience, you end up with two major factors: its virality and its utility. 

Virality is the potential for a piece of content to “go viral” or circulate amongst audience members and achieve more visibility. Viral pieces are important because they cause the piece to have a greater range of impact, and grant greater overall visibility for the brand. Utility is the overall usefulness of a piece of content for an individual reader. For example, a how-to article holds more utility for a reader than a piece about a company’s operational anniversary.

Continue reading

Content hubs: your secret to success in publishing (free eBook)

Content hubs are here - the secret to a long and prosperous life in publishing - ebook by scoopit and barry feldman

Content marketing sucks. What’s more, the coolest content marketers no longer have blogs. Wait. What? Has guest blogger Barry Feldman (please excuse the weird switch to the third-person voice) flown kamikaze into the Scoop.it blog to burn the place down? Continue reading

Persona mapping can improve your content marketing strategy

Persona mapping can improve your content marketing strategy

Content marketing — the use of blogs, social media, whitepapers, and webinars to attract and convert leads — has essentially replaced all other forms of lead acquisition. Sharp marketing leaders know that becoming a trusted advisor is essential to scalable sales; according to the 2015 Continue reading

12 signs you’re wasting time on content marketing

12 signs you're wasting time on content marketing

Lack of time came in as the #1 challenge for both B2B and B2C marketers in the Content Marketing Institute and Marketing Profs 2014 Content Marketing Benchmarks, Budgets and Trends surveys.

If you’re not sure you’re using your time well enough, or if you’d like a checklist of content marketing areas to emphasize, the following list may be helpful. Each item of this list is a sign you’re wasting time on content marketing. Or – on the brighter side – an opportunity to boost your productivity. Continue reading