In the article I wrote on April 16th, “How We Addressed our Main Content Marketing Pain by Outsourcing to Freelancers”, I explained the process of selecting and using a freelance writer. We did not take the decision to outsource lightly but were facing a difficult situation where we needed to create content and in-house writing […]Read More
What looks like negative ROI for content marketing can often be turned around. And if your content really is not pulling its weight, there are several easy fixes.Read More
Do Content Marketing, Inbound Marketing, Marketing Automation, Demand Generation, Community Management and other marketing practices work in silos?
Not if you want to win.Read More
Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer
There are so many content marketing formats that it can be hard to decide which to focus on. White papers, ebooks, slideshares, blogs, infographics, curated content, videos, etc. They all have their merits but don’t come at the same cost. On one hand you have long form, epic content that can take days/weeks to produce. […]Read More
Most of us who practice content marketing rely on at least some kind of content marketing software. We’re software people by nature, so it’s only natural we’ve got a thing for digital tools. Of course, it is possible to stay on top of your content marketing work with just Excel and Google calendar. But at a certain point you’ll want to graduate to something more robust.Read More
Today I’d like to share with you one of the biggest marketing struggles we experienced at Ivalua, the previous company I worked for and where I handled Marketing for over 2 years: content creation – and how we overcame it leveraging freelance writers.Read More
With so many advances in smart technology these days, marketing professionals, content creators, and their teams need to keep up with the availability of tools that help reduce their workload and maximize their output.Read More
“According to the experts, a blog will solve all your Internet woes. Blogging will increase your traffic, expand your audience, improve your engagement, position you as an authority, and allow you to shape the message in your space. So should you blog?”Read More
Content. Content. Content. There’s no denying the fact that content is the leader of the online marketing pact right now. Now don’t get me wrong. It’s important. But the truth of the matter is that content has always been what great marketing was built on. Package it up. Call it something new. Do what you want. But when it comes to succeeding online, your content is the cornerstone of your strategy.
Content Creation vs Curation
Cast your net out there and ask around. Some will tell you that you need to curate content. Others will tell you that you need to create content. Ask me and I’ll tell you that a solid content marketing strategy combines both creation and curation. And I’ll tell you why. But first, let’s look at the benefits of them individually.Read More
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.Read More
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.Read More
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.Read More
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.Read More
Even though it’s been addressed by a lot of professional SEO experts, including Google’s Matt Cutts, this is still a question we get a lot. So let’s review it in detail.Read More
By this point, as a reader of this blog, it’s not unlikely that you’re familiar with my story. I was hired straight out of college as a community manager by Scoop.it and have spent the last few years diving into the worlds of community and content marketing on behalf of this awesome brand. As I prepare to move on to my life’s next adventure, I’d like to share some of my key learnings about community management and content marketing with you.
A majority of my day-to-day responsibilities at Scoop.it could fall under the umbrella of “non-traditional” marketing, which means that I put forth a lot of effort to learn about the space I had been thrown into. Today, I’ll share four key learnings and observations on community management and content marketing and I’d love to hear how you feel about them as well.Read More
Who has time for content marketing?
While small businesses are called the backbone of the American economy, they are also challenged with smaller budgets and less employees, which can make things like marketing and advertising very challenging. Content marketing is more than a valuable addition to a successful advertising strategy, it can also help:
With brand reputation, management and awareness
Connect better with existing and potential customers
Increase website traffic and gain new leads
Increase visibility for the brand and business
But for our struggling small business owner, who has the time for content marketing these days? The answer to this question is, make the time. Here are some tips on how to have a successful online content marketing strategy without spending an inordinate amount of time or money:Read More
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.Read More
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?Read More
Blogging remains the pillar of content marketing, particularly for SMBs. But when you browse many company’s websites, you realize their blog is under optimized.
So why is blogging for content marketing so difficult?
1. It’s hard to maintain the discipline: even when you have an in-house team of content writers, creating content is time consuming and it takes a lot of efforts to maintain the rhythm. Publishing great content on a consistent basis costs a lot.
2. It’s easy to get demotivated by the lack of impact. Initially a blog doesn’t get much traffic so for ROI-driven management team, it’s tempting to dismiss it into the “tried this; didn’t work” category.
Fortunately, getting results out of your content marketing in general and out of your blogging efforts in particular is accessible to anyone. Sure, it requires some particular techniques but the good news is they’re not particularly hard to implement.Read More
It’s 5:02 a.m. on Friday as I am writing this. The dog is on the floor licking…something (he likes to lick a lot!) and my wife is asleep beside me in bed.
The last 10 minutes have gone something like this:
• What’s happening on Twitter? Boring.
• How about Facebook? Someone else got engaged. Yay for them.
• Any new emails? Delete. Delete. Inbox Zero!
When are you going to just sit down and write that post? What are you even going to write about? How are you going to actually make an impact with the finished product?
Some say content marketing is only for people with deep pockets, and that short of creating Star Wars, you’ll struggle to make an impact. We happen to disagree.
Over the past three years, we’ve been diligently working with SMBs to find success with content marketing via our products, our blog, a Meetup series, and endless conversations with clients as well as subject matter experts. The results of this work have added up the lean content marketing ideology, which is the practice of optimizing content strategies in order to create the highest impact with the least amount of time and resources.Read More
“A few years ago, blogging and social media were separate. Blogging was long-form, serious, and crafted. Social media was short-form, personal, and spontaneous. Some people predicted that social media would replace blogging because of declining attention spans. Now blogging and social media not only amicably coexist; they complement each other. The trick is to use a blog to enrich your social media with long-form posts and to use social media to promote your blog.”
Last year, one of our most successful blog post was titled: “Social Media Publishing Is Dead (as we know it)“. Its premise was that because of declining organic reach for brands and pages on Facebook (that the company was open about and that in fact is impacting all other social networks), social media could no longer be considered as a standalone publishing activity.
What do we mean by that?
Historically, many brands and companies have considered their Facebook, LinkedIn or Google+ pages as some form of web pages they could maintain by publishing content to it and generate engagement, independently of their main website. Community Managers who were independent from Content Strategists were managing these pages with different objectives than the ones being defined for the company’s Content Strategy.
This doesn’t work any more as many now agree, including Guy Kawasaki, the well-known evangelist and author of the Art of Social Media.Read More
In a survey last year of more than 1,500 professionals using content curation, 76% of them said content curation helped them reach their business goals. As content becomes more and more important to achieve success, it also becomes critical to measure how it effectively helps. In fact, as renowned businessman & author Peter Drucker put it, “If you can’t measure it, you can’t improve it.”
Having data is is one thing, but being able to analyze it is a completely different ballgame. Data needs to be visual in order to have an impact and guide future actions, and that is why we have created a beautiful new interactive Analytics center within Scoop.it. We’ve taken into consideration some of the most important data points that guide content marketing strategies, including whether or not content resonates with an audience, times of day the audience is online, and work division between team members, and based our redesign off of them.
The bottom line is that today, we’re excited to announce a complete revamp of our analytics dashboard bringing not only better looking, easier to use analytics but also new metrics and KPI’s to better understand the impact of your content curation.
Source: www.slideshare.netRead More
Content Marketing and Influencer Strategy must work together for either to be successful. 90% of the world’s data has been generated in the past 2 years; and while content marketing is approaching mass adoption, getting a message in front of the right people at the right time is as formidable as it is essential. To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
“Investing in a content and influencer marketing strategy can be one of the most impactful actions a business can make.” – Lee Odden, TopRank Marketing
In the last 10 years, B2B and B2C organizations alike have quickly adopted content-driven strategies to attract, nurture, enable, inspire, educate and support their customers. Even as the platforms and tactics change, content as a strategy to reach audiences remains powerful and continues to grow.
“Recently we migrated our website so this time In this article we take a look at how to migrate a website from Hubspot to Wordpress.”
Hesitating to pay the full price for HubSpot when Wordpress is essentially free? This article gives an interesting perspective on how you can actually migrate to Wordpress from HubSpot.
Should you migrate from HubSpot to Wordpress?
A few things are interesting to note:Read More
It’s time for our annual eBook of content marketing predictions. Read on to see what big trends, changes, and advances experts see on the horizon for our industry in the upcoming year.
What are the content marketing trends for next year? The Content Marketing Institute asked thought leaders around the world for their predictions and compiled that in this ebook.
You can read mine above but there I encourage you to read the ebook for others as well.
Jay Baer’s (slide 10) is particularly interesting:Read More
Content marketing continues to grow in importance for both B2B and B2C organizations, and as more and more businesses come to realize the importance of establishing thought leadership in their fields, those same businesses are finding that a disciplined, intelligent, and focused content marketing strategy is one of the best mechanisms by which to achieve their objectives.
But while we’ve all marveled at the publicity stunts of RedBull and other major brands with huge marketing budgets, we wanted to recap why and how content marketing applied to SMBs which, by definition, dont’ have as deep pockets.Read More
Feeling hungover after the holiday? You’ll get over it. But how about your content strategy? Just like eating healthy largely depends on mixing diverse types of food, content marketing experts such as Heidi Cohen say you won’t achieve optimal results if you’re relying 100% on your own content for your marketing efforts. Don’t believe it? Read our own survey results on the ROI of content curation in the marketing mix.Read More
To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
Scaling Content Marketing is the key area of focus for many marketers these days. A number of strategies are being offered by experts, social networks or distribution platforms including the most natural one to them: pay for play. As Mark Schaefer wrote earlier this year, Content Marketing could be the victim of its own success if content strategists don’t put in place strategies to overcome the content abundance that results in diminishing returns. Earlier this year, Facebook for instance admitted to de-prioritize the organic reach of content from Facebook pages as users are more and more publishing content to more and more friends. The solution, they say? Buy ads to boost your post. And as LinkedIn and Twitter are also massively dependent on advertising revenue, this trend is here for good.
As mentioned in my reply to Mark, I believe there are ways to overcome content shock and scale Content Marketing through Lean Content. Interest-based content curation is an answer in the broad sense as it’s about leveraging existing content rather than adding to it but the team at Traackr puts it in a more specific context: influencer amplification.
Their point is a clear one: rather than paying for distribution, getting influencers to amplify your reach is a much more efficient approach.Read More