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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Say Hello To The Content Marketing Stack

Media Convergence Drives Stack Evolution You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren't here yet, but they're coming. In the next couple of years, I expect we'll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com. (IBM has a lot of catching up to do if it's to become a player in this space.) There are many factors driving this latest phase in content marketing evolution, not the least of which is a tangled and complex content marketing vendor landscape. There are well in excess of 11 [...]


3 Ways To Scale Your Content Marketing

content-marketing-gears-600 Content Marketing is all the rage, and deservedly so, as it can help you build your reputation and visibility online. For many publishers, though, the benefits do not come quickly enough. They try a few things, don't see the immediate benefits, and then they stop. The problem is often that they don't scale their efforts properly. Having a strategy for achieving scale is essential to success. In today's post, I will show three ways to do that. Whatever it is that you do, there are going to be some people who know you. If you have started the process of building your reputation in your ind [...]


Top Tips For Optimizing Your Content: 9 Experts Weigh In

Content As 58 percent of B2B marketers plan to increase their content marketing spend over the next 12 months, the amount of content created and published will continue to grow. With that, content optimization is becoming increasingly important, as even great content can't produce results if your audience doesn't find it. However, many publishers struggle with content optimization and finding the balance between optimizing your content for search and for the audience the content is intended for. I've asked 9 experts to weigh in on their number-one tip for content optimization, as well as the top [...]


How Playing Devil’s Advocate Will Improve Your Content

image used by permission of Shutterstock.com When you finish writing something, it's tempting to sit back in your desk chair and beam -- but that won't result in great content. What you really have to do is take a walk, come back with a fresh eye, and tear your content apart. This is the only way to make content that's interesting, accurate, and share-worthy. The best way to develop this critical eye is to play Devil's Advocate. You might be thinking, "But I just wrote a very accurate, respectable piece of content I'm proud of. Why would I have any criticisms of it if I did my best?" Well, when you wrote the content, you were writing [...]


Burger King Resurrects Subservient Chicken Viral Campaign Under Premises Of Fowl Play

Subservient-Chicken On the 10th anniversary of the famous Subservient Chicken campaign, Burger King has brought back the bird. In 2004, Subservient Chicken became a viral hit as users could visit the SubservientChicken.com website and input commands that the chicken would perform (like moonwalk, urinate or lay eggs) from pre-recorded footage. Well now, the chicken is back ... kind of. The new campaign has resurrected the site, but old prompts tell users that the chicken is missing. The chicken resurfaced last week on Instagram during Throwback Thursday as Burger King simply mentioned "We miss you, Subse [...]


How To Produce More Quality Content, More Quickly — Practical Tips

shutterstock_104112866-positive-reinforcement The practice of "content marketing" as we understand it today is still relatively young, and there are plenty of wrinkles to work out. One of the biggest issues we face is a simple question of production. Fifty-seven percent (57%) of content marketing professionals say they don't have enough time for content, and 45% struggle with producing enough content, according to the Content Marketing Institute. Forward-thinking digital marketing blogs and sites are overflowing with solid best practices to do content marketing well, but few address the nuts and bolts of getting it done efficiently [...]


VIDEO + SLIDESHOW: Why “Going Viral” Means More Than Getting Pageviews

gone-viral-featured Most people don't know the true definition of virality, how to measure it or how to recognize it. Getting a piece of content to "go viral" does NOT simply equate to getting lots of page views on that piece. Content aggregator Upworthy's mission is to "spread meaningful content far and wide" but that success doesn't just 'happen' without a content promotion strategy. In this presentation, Upworthy's Editorial Director explains the main components of virality, providing a formula for how to optimize your content and the simple math for how to measure viral success. From the Marketing La [...]


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 [...]


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