“The need for content has moved beyond a traditional marketing department’s ability to create and is now everyone’s job.”
Or why Content Marketing needs to grow beyond the marketing team (as I also wrote about in that post). Now, where I disagree with John Jantsch is when he uses the word “creation”. I talk to hundreds of business owners, entrepreneurs and even VP Marketing at larger companies which all tell me how incredibly hard it is to get non-marketers to create content.
Don’t fool yourself: you won’t get everybody to create content.
But here’s what you can do very easily. Continue reading
“Content is king!”
“Content is the new SEO!”
“Content is the new PR!”
What isn’t content these days? You hear about it all the time, you know you have to do it, you might even be doing it. But, are you doing it right? Just because you’ve started a blog, doesn’t mean you’re a content marketer. Don’t worry, though, I’m here with a few reasons why your blog might suck and some tips to change that
“What can content curation do for you? Who is it for? What are interesting case studies? How does content curation help SEO? What’s the ROI of content marketing in general and how does content curation help improve it? What features does Scoop.it have? How do they work?”
These are just some of the questions you’ll find answers for in our newly revamped resource center as well as in our brand new product tour page Continue reading
This infographic does a good job at describing 5 basic types of landing pages you might consider for your content strategy.
Why should you use landing pages for content marketing anyway?
Landing pages are a powerful way to generate leads because: Continue reading
“This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember.”
Content Marketing is being adopted very quickly, especially by B2B Marketers. The Content Marketing Institute together with MarketingProfs published this great report that gives many enlightening facts about the key challenges they face and how they resolve them.
Among other great findings, here’s what I found particularly interesting: Continue reading
Media richness is defined as a reduction of ambiguity. Whereas text can be misinterpreted, images and videos provide more concise delivery of information.
In an era when the average person skims content for the juiciest and most useful bits, companies have to say more with less and be very direct with content. Your web-using customer base prefers websites that specifically limit content length to six-second videos or 140-character posts, so your content should achieve brevity.
This morning in the always fast-paced tweet chat run by Buffer, an interesting topic came up that I feel is often overlooked by community builders and brands. The subject of the conversation was Nir Eyal‘s Hook Model, which essentially helps brands build habit-forming products.
A question was raised concerning how to figure out the current pain points of users of a platform or product, and the number one answer, of course, was to “ASK!!!”
Asking is, of course, the first part of the answer to this question, but it certainly isn’t the only one; and I don’t even think it’s the most important one. Having led community input efforts for Scoop.it’s redesign last year, I learned the importance of the next two steps of the community feedback loop. Continue reading
Everyone knows that social media is the “it” thing to do nowadays: consumers,businesses, and marketing consultants are all reaping the rewards of social media involvement. But companies large and small are finding multitudes of other ways to engage customers socially, and drive traffic and convert leads into sales.
Over the past few years you may have noticed a change in the way you are consuming content. With more and more large companies looking to find ways to connect to their ideal consumer there has been a shift in the way content is being developed and shared. Continue reading
“Employees at the brand at IBM. How about at your company?”
Marketers used to buy ads, PR and creative work. Now they also buy software. This is new and this is a big change. A clear example of that trend, Marketo‘s massive success is 100% built on marketing software – a category which didn’t exist 10 years ago. Beyond Marketo, an entire ecosystem has developed ranking from marketing automation to inbound marketing and content marketing. Some say this space is crowded but the fact is no one denies anymore that software tools have proven useful to understand “which 50% of my marketing spending is efficient“.
The success of these tools has been to be designed for marketers by marketers. The same way Salesforce.com used the language of the VP Sales and not the language of CFO’s, marketing software vendors owe a big part of their success to speaking the language of marketers. Demand generation, campaigns, leads, funnel, nurturing, editorial calendars, brand assets, landing pages, open rates, click-through rates… The jargon is undoubtably omnipresent in these tools because they’re focused on being understood and used by one unique user category: marketers.
This needs to change.