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. Continue reading
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!
We’ve all been where Bryan Harris was when he wrote the above introduction to this post. As bloggers or content marketers, we always hear that voice in the back of our heads.
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?
The key to success in a myriad of web content that may drown us in 2015 is to curate content. The whys and hows are explained in-depth inside this article.
It’s interesting to see that content curation is evolving from an opportunity to a necessity as Julia McCoy from ExpressWriters recently noted in the Search Engine Journal explaining how we must curate content in 2015.
Why is that happening? Why is this accelerating?
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.
With this in mind, I’ve taken an extensive look at Marketo’s Email Lookbook 2014 with the goals of pulling secrets, tips, and email marketing best practices from each section of the report and sharing them in an easily digestible way. (To read the whole report, click here!) Continue reading
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: Continue reading
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. Continue reading
With Panda, Penguin and all the other Google updates, SEO has changed over the years. What used to work doesn’t anymore.
As many have observed for some time now, SEO has completely changed over the past few years. From being machine-centric, it became people-centric. But what does it mean concretely to content marketers?
This infographic by Neil Patel gives a number of interesting points, a couple of which I want to comment: Continue reading
Here’s one of the most significant tenets of content marketing: People like to do business with other people. They don’t like to do business with faceless, anonymous, inhuman brands or big corporations.
Occasionally people ask us how they could fully automate their content publishing. They’d like to not only get content suggestions automatically but also that this content be published automatically. They’d want to set up once and then forget their content marketing while just reaping the benefits of it. I don’t blame them and I even understand them. But content simply doesn’t work that way for the precise reason Amanda Clark from Grammar Chic introduces this post we’ve curated.
Communication is fundamentally human.
It’s not just an ethical question but it’s also a matter of efficiency Continue reading
Inbound marketing is definitely more efficient and appealing to the sophisticated modern customer than traditional interruptive outbound techniques. But for inbound marketing to work, you need to have its lifeblood: content.
This Slideshare is from a talk @Marc Rougier recently gave on how content curation helps to solve inbound marketing #1 pain point: scaling the content you publish to feed your landing pages and conversion loops.
Content curation has played an important role in content marketing for some time now. And as content Marketing and inbound marketing are converging – especially for B2B marketers who are looking for ROI – we wanted to look specifically at what it brought to inbound marketers specifically. Continue reading
Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.
As a kid my favorite game was to play Lego and build, deconstruct and rebuild stuff (spaceships mostly: I’m a geek…). As a father, I’ve been fascinated to see that construction game becoming my kids’ favorite too and see what they came out with in terms of new ideas to build. This is what this post by Leed Odden made me think about so here’s a good question for all content marketers:
Are you thinking of your content as modular lego-type building blocks? Continue reading