Everything you need to know about content marketing. Browse our most recent news stories and expert columns about the most popular content marketing trends, tools and tactics. Refer to our library of How To Guides for marketers utilizing multiple forms of digital content to reach consumers online.

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What Is Your Content Marketing Aiming For? 5 Goals To Consider

content-shutterstock As the online content marketing trend continues to rise, businesses are spending increasing levels of time and money on it. A third of B2B marketing budgets already are spent on content marketing, and more than half of B2B marketers say they plan to ratchet that up. Data from the Content Marketing Institute show that certain techniques work almost universally. These include: Case studies: 64 percent effective Webinars: 61 percent effective Blogs: 59 percent effective Video: 58 percent effective eNewsletters: 58 percent effective Whitepapers: 57 percent effective eBooks: 55 p [...]


Content Marketing Haters Gonna Hate (And Why They’re Wrong)

content_shutterstock_93818854 When something gets big enough to attract a great deal of media coverage and conversation, it's inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic continues to hockey stick up the charts, the naysayers are coming out in force. Now, I can be as contrarian as the next guy, but I have yet to see a cogent, well-reasoned argument against content marketing. Instead, detracting arguments seem to be ill-conceived, knee-j [...]


VIDEO + SLIDESHOW: From Content Marketing To Media Company

Keynote presentation from Marketing Land Digital Summit The internet has empowered prospects to bypass advertising and sales pitches. Giving people engaging content has become the first step in 21st century marketing. That means smarter companies will adopt a media-first business strategy, regardless of their business model or market. What are the ingredients of creating engaging content? What changes does your organization need make to succeed with a media-first business strategy? Watch the keynote presentation, From Content Marketing to Media Company by Brian Clark, Founder & CEO of Copyblogger Media. From the Marketing Land Digital M [...]


How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


Content Marketers, Kill The Blog Category

GUN_shutterstock_126668459 Plato said Socrates thought very little of the then-newfangled objects that were books, arguing that the written word impinged upon man's ability to remember and to think. In the early 60s, Marshall McCluhan went on to write about "media determinism," an idea suggesting that our communications technologies shape the way we think. Anyone who has ever written out a manuscript with pen and ink will be able to attest to the notion that how we write with various tools is fundamentally different. Blog Post Categories It's understandable that when blogs were devised, the various blog posts were [...]


Native Advertising Still Befuddles Marketers: 73 Percent Don’t Know What It Is, Just 9 Percent Budget For It

confused-decisions-maze-600 [caption id="attachment_79413" align="aligncenter" width="600"] Source: Copyblogger[/caption] It turns out native advertising, the buzzword that seems to have publisher and advertiser aflutter these days, is still very much misunderstood among marketers. A whopping 73 percent of say they have no idea or hardly a clue about what native advertising is according to Copyblogger's 2014 State of Native Advertising report. The results are based on a survey of 2,088 respondents, most of whom are Copyblogger readers and thus likely to be marketers. Just 3 percent of those respondents said they ar [...]


­How To Succeed With Content Marketing In Organic Search

young woman preso_shutterstock_176222933 Say you have a presentation with a very powerful message about the mission of your brand. You're qualified to speak on the subject matter because you live and breathe it -- and your audience cares, because what you do makes a difference in their lives. Your goal is to get this message in front of as many people as you can. So you sign up to talk at professional organizations, networking events, industry conferences, small groups of decision-makers and so on. After years of giving this presentation, you realize that there's one particular group of people who represent the most opportunity [...]


LinkedIn Releases Content Shock And Awe

Linkedin Releases Content Shock and Awe: The-Announcement With the rise of content marketing and the amount of content published daily always increasing, some marketers predict that eventually, the content bubble will burst. This notion, referred to as content shock, assumes that someday, there will simply be too much content to consume. I personally disagree with this sentiment for a number of reasons. However, in February, when LinkedIn announced that eventually all members will be able to publish content on their publishing platform, the idea of content shock gained more steam. With more than 277 million members, will the ability to post conten [...]


Infographic: How To Create Great Images For Blog Posts & Content

image preview Blog posts without images are like peanut butter without jelly, cheese without crackers, cookies without milk. They're better together. That's especially so when Facebook and Google+ both practically demand that any content shared has an image to go with it, in how they present posts to users. Fortunately, getting images right isn't hard. To get you started down the right path, the folks at Who Is Hosting This have created a nice infographic that provides an image quality checklist, places to seek images, how to deal with copyright issues and photo credits, plus tips on creating and sizing yo [...]


Are Your Content Channels Working Together? 8 Steps To Find Out

content_shutterstock_93818854 Look at any brand today and you'll probably see a steady output of digital content, from videos to websites to microsites to social media campaigns. At this point in the digital age, most companies have gotten the message: content is king and digital, social and mobile are the most popular parts of its kingdom. Yet many brands feel so pressured to generate digital material that they fail to step back and assess the overall impact. While assets should ideally work together to promote one consistent brand presence, they often end up disconnected in both messaging and brand feel. The result is [...]


Infographics & Visual Storytelling: How To Do It The Right Way

SearchEngineLand-Periodic-Table-of-SEO-2013-medium When Jay-Z released "D.O.A. (Death of Auto-Tune)" back in 2009, he took it upon himself to "draw [a] line in the sand." He pointed out that auto-tune had become a victim of its own success, with everyone jumping on the bandwagon and many artists using it as a crutch or a gimmick rather than a way of taking music to new and innovative directions. It was a polarizing yet seminal moment in Hip-Hop culture. The Problem With Infographics The marketing industry is having a similar moment with infographics. Over the last few years, infographics have become one of the most popular ways to build i [...]


Gaining Traction With Content Marketing: How To Build Personas

people-crowd-happy-600 Every year, the flood of content produced and distributed online only increases, making it harder and harder for any one brand to stand out. That is especially true for content strategies with an undefined (or loosely defined) target market. If you don't know exactly who you are writing for -- including their needs, challenges, likes and dislikes -- your content will only fade away into the noise. Good content does not just come from throwing it all against the wall just to see what sticks. Great content resonates with very specific groups of people that react to it in very specific ways [...]


Study: Expert Content 83% More Effective Lifting Purchase Considerations Than User Reviews

content-marketing-featured A recent content marketing study conducted by Nielsen revealed consumers are more likely to be influenced by third-party expert content over branded content and user reviews when making buying decisions. According to Nielsen's "The Role of Content" study, expert content -- product reviews and articles from third-party websites and blogs -- was 83 percent more effective at lifting product purchase considerations than user reviews, and 38 percent more effective than branded content. Commissioned by content marketing solutions provider inPowered, Nielsen surveyed 900 consumers, measuring th [...]


The Case For Content Automation

social-media-content-sharing-600 Recently, the Interactive Advertising Bureau (IAB) said it's developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. We wanted accountability and consistency. The result was marketing automation, and you don’t have to go far into the inbox or the RSS feed to find someone singing the praises of marketing automation. It unifies sales and marketing. It uncovers and [...]


The Real Value In Ellen Selfie? Samsung’s CMO: Helping Make Moment Of “Joy”

Samsung got huge attention when Ellen DeGeneres did her now famous Twitter-breaking all-star selfie at the Oscars. But Samsung USA's chief marketing officer says what's more important wasn't that the Samsung phone was used but that Samsung helped create a moment of real joy. "The exact phone almost doesn't matter," said Samsung USA CMO Todd Pendleton at the 4A’s Transformation conference today. 'You can see the joy on their faces." The selfie moment was a "planned unplanned moment," in that Ellen was supposed to do a selfie with Meryl Streep, but Samsung -- in keeping with an "a [...]


Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers

Content types The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK?   How low can you go? In a year or two, 140 characters -- a miserly allotment now -- will seem a luxury, a vestige of an era marked by logorrheic verbosity. If you doubted it before, believe it now: a picture really is worth the proverbial thousand words. Maybe more. Opinion? Sure. But the facts bear this out. Facebook keeps redesigning to feature bigger, bolder [...]


Live Blog: Ad Agencies As Content Creators

4A's If content marketing is the new advertising, then advertising agencies are the new content creators. So how's the content creation process going? "Content marketing is becoming the future of advertising," attendees at the 4A’s Transformation conference — the annual gathering of the American Association of Advertising Agencies -- were told today by Bloomberg Media Group CEO Justin Smith. As an appropriate follow-up to his comment, the "Agencies as Content Creators" panel looks at how agencies are creating more than advertising online, through mobile and social. At least, that's [...]


Because She Said So: 13 Content Marketing Lessons From Your Mother

woman-computer-mom-600 "You're right, Ma." - Dorothy "Of course I am! You think I got this old by being stupid?" - Sophia Maybe you grew up watching The Golden Girls (or reruns) and can hear those voices in your head. Maybe you've never heard of Sophia and Dorothy, the sitcom mother-daughter duo who traded retorts like nerds trade Magic: The Gathering cards -- that is, with unholy glee. Either way, if you know anything at all about mothers, it's that they're always right. Always. So many of the lessons our mothers teach us are universal and applicable to nearly every situation, including marketing. Here ar [...]


Chartbeat: Native Ads Aren’t Engaging Readers

content-marketing-featured Native ads are the "it format" of digital media right now. Perceived to be less visually disruptive and able to command premium pricing, publishers are widely embracing them. That list includes Yahoo, The New York Times and most recently, The Wall Street Journal. Facebook and Twitter also have their versions, too (in-stream ads). Beyond this, native ads are also part of the larger "content marketing" trend. An article (via Re/code) on Time.com from Chartbeat CEO Tony Haile, itself a kind of content marketing for Chartbeat, argues that native ads are far less engaging than publishers [...]


5 Steps To An Integrated Approach To SEO-Friendly Content Marketing

puzzle The content explosion and the search engines’ shift toward meaning-based content in 2013 has led to a tipping of the scales in the opposite direction from where Search Engine Optimization (SEO) was before Panda and Penguin. Gone are the days of black hat practices like keyword stuffing and paid linking schemes that resulted in a bad user experience and little focus on content quality. While the increased focus on quality has created a better user experience, now the challenge of the marketer is to integrate SEO best practices into the content creation process. User-friendly conten [...]


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