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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FTC: Native Ads “May Be Illegal” In Some Cases

law-legal-concept The FTC this week held a workshop in which the topic of "Native Advertising" was discussed. FTC Chairwoman Edith Ramirez is quoted by Reuters saying, "By presenting ads that resemble editorial content, an advertiser risks implying, deceptively, that the information comes from a non-biased source." The implication is that the FTC is ready to crack down on the rapidly growing format, which is either being used or actively considered by three-fourths of online publishers, including the NY Times. In a way the entire point of Native Ads is to make them closely resemble editorial so consumers [...]


Advertorial Native Ads To Receive Closer FTC Scrutiny

Trojan Horse At one time the mixing of editorial and advertising content was an unthinkable breach of journalistic ethics. Now it's the hottest online advertising trend: Native Ads. Native Ads don't automatically violate US Federal Trade Commission (FTC) rules against "deceptive advertising" provided they're identified as sponsored content. However the question is whether publisher websites are sufficiently calling out Native Ads as advertising. According to the Wall Street Journal, the FTC is hosting a "workshop" on advertorial content this week called "Blurred Lines: Advertising or Content?" to dis [...]


Leveraging Memes For Your Own Viral Marketing

a82go-300x300 Richard Dawkins originally defined the word meme as "a package of culture." In more recent history, Dr. Susan Blackmore, psychology scholar and TED lecturer on "memetics," defines memes as "a copy-me instruction backed up by threats and/or promises." An example of such a "threat" might be the last bit of an email chain letter that warns of "7 years of bad luck if you don't forward this email in the next 10 minutes to 7 friends." But really, memes could relate to any type of fad. For example, look at bell bottoms. They became popular because one person saw the promise of a better social stan [...]


How To Generate B2B Leads With Content Marketing

Generate B2B Leads with Content Marketing-Hashtag In B2B business, leads are generally a company's livelihood. Unlike B2C purchases, most B2B products and services require thought, research and deliberation prior to a buying decision. As a result, generating quality leads is a key function of B2B marketing teams across industries. Though there are a number of strategies businesses can employ to garner leads, 91 percent of B2B marketers are utilizing content marketing, making it among the top implemented approaches. There are many methods B2B marketers credit with increased lead generation, and some undoubtedly result in more success than o [...]


Content Marketing Strategy: How To Create Killer Headlines

Extra-Extra Content creation isn't just about the meat of what you're writing. Consider the first thing the potential reader sees: the headline. Think of it this way: if you open your Inbox and see an e-mail with a subject line that sounds cheesy and spammy, are you going to open it? Probably not. Similarly, when creating your content, don't forget that your headline is one of the most important aspects of it. It is your very first opportunity to make a positive impression on your reader. As an English major during my undergraduate studies, I took a Journalism class as a required course. I'll never [...]


Content: Why Influence Matters

Influencers_Altimeter Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out of the Dow Jones/Wall Street Journal door, taking the AllThingsD team with them. David Pogue abandoned the venerable New York Times for (of all possible media properties) Yahoo. And, most recently, Rick Berke is to leave [...]


The New Imperative — Audience-Centric Content

publisher_content Do you know who read your latest blog entry or saw your post on Facebook? How do you plan to navigate the maze of content marketing options -- and how well does your content connect with your audience? Content marketing taps into the innate human desires to be informed, educated and entertained; and the best content programs produce high-quality content that meet those desires. But in the hurry to create blog posts, articles, reports, e-books, videos, and infographics, marketers can lose sight of what that content absolutely must do: connect with an audience. Not only that, the abundance of [...]


How A Boston Appliance Store Grew Business Through Content Marketing

Content Marketing Small businesses across all industries are benefiting from successful content marketing strategies every day. These businesses are using content to educate, entertain and humor audiences across marketing channels, increasing ROI in the process. Small businesses with successful content marketing plans are proving that you don't need a big budget to build meaningful relationships with customers through content. One business that has been particularly successful with content marketing is Yale Appliance. Yale Appliance, a Boston-based appliance store with an e-commerce website, has utilized [...]


Content Marketing: 3 Tips To Beat The Volume Game

man_in_hamster_wheel When a competitor clearly dominates -- whether it's because of their size, speed or cunning -- it's futile to try and beat them at their own game. Instead, you need to consider other ways to gain advantage. And that's exactly what some brands should do to beat the content marketing volume game. A Content Deluge 100 hours of video content are uploaded to YouTube every minute. Each day, 55 million photos are added to Instagram. And as you can see in the screenshot below, apparently, there are nearly 43 million ways to make chicken soup. In other words, content is being produced at a rat [...]


Survey: 46% Of Marketers Have Content Marketing Strategy, Only 25% Track Social Media Results

SkywordLogo_ScreenCapture_Sept2013 A new survey from content marketing provider Skyword found that nearly half of the respondents polled have a formal content marketing strategy, but only 25 percent are measuring the results of their social media content marketing efforts. Conducted by Unisphere Research, the survey included 217 participants from the readership base of CRM Magazine and EContent Magazine, reflecting a variety of industries and business sizes. The survey covered a number of content marketing trends, focusing on how organizations produce and distribute content. According to the findings, the number one reas [...]


Guest Blogging: A Beginner’s Guide

pitch While guest posting may seem like a simple concept in theory (All I have to do is write a little something and get someone to post it -- easy!), it really isn't in practice. There are more steps to it than you might think. And even if what you’re writing is awesome, readable and informative, that doesn't mean that Google is going to deem it so. Getting your guest post out to the right place is an essential piece of the guest posting puzzle because you want to be certain that you're feeling out the appropriate opportunities. Just trying to shove your guest post in anyone's face who is wil [...]


What Is The Future For Content Marketing? 9 Experts Weigh In

Top 60 Content Marketing Education Resources: Whitepapers With 27,000 pieces of content being shared each day, it's obvious that content marketing has become a mainstream strategy for both B2B and B2C businesses. It's safe to say that no matter the industry you work in, most (if not all) of your competitors are utilizing content marketing strategies to some degree. As a result, it is imperative to stay ahead of the curve when it comes to upcoming content marketing trends. But what is the future for content marketing? I've asked nine top content marketing industry experts for their predictions: 1. Scott Abel Scott Abel, The Content Wrangler, is a [...]


StumbleUpon Quietly Becomes Profitable As Advertisers Flock To Mobile-Friendly Native Ads

stumbleupon-featured Ten years on, the online content discovery and bookmarking service StumbleUpon is hitting its stride in attracting advertisers to its mobile apps. The company has released revenue data for the first time showing it's now profitable and expects revenue to hit $35 to 40 million this year, growing as much as 33 percent from last year. The company shared these stats and more today on Bloomberg, revealing efforts to crack the mobile nut are paying off. StumbleUpon CEO, Mark Bartels says the company expects more than 20 percent of sales this year to come from mobile applications on smartphones an [...]


Beyond SEO: All Smart Online Marketing Is Optimized

concentric-circles [caption id="" align="alignright" width="300"] Audience Optimization[/caption] There is your audience. There is the language. There are the words that they use. ~ Eugene Schwartz Imagine that search engines didn't exist. Would "optimizing" your content still matter for online marketing purposes? The job of any smart marketer is to enter a conversation that's already taking place in the mind of the prospect and channel the existing desire for solutions and benefits to a specific product or service. The key to intimately understanding that conversation is to first understand how the peop [...]


Bing News Now Features Trending Topics From Facebook & Twitter

Bing News & Facebook Bing News has gotten a makeover, including the introduction of various trending topics boxes drawn from buzz detected on Facebook and Twitter, as well as Bing's own searches. Bing posted about the change, saying: Bing News now surfaces the latest buzz from Facebook, Twitter and Bing. Cut through the clutter from across the Web with Bing’s real-time view of the most relevant breaking trends and social conversations, available all in one place. Trending News, In Three Different Ways Looking at Bing News today, I see the boxes in three places: Trends From Bing At the top of the page [...]


White Papers & Sponsored Email Are Top B2B Content Marketing Lead-Gen Tactics [Study]

content-marketing-200px Content marketing comes in many forms, but white papers and sponsored email are the two top tactics for B2B lead-generation according to a new Business.com report published this week. Business.com surveyed more than 500 of its active pay-per-lead advertisers in May, asking a variety of questions related to lead generation tactics and strategies. Respondents came from a variety of industries including financial services, marketing, credit card processing and telecommunications. More than 50 percent of those surveyed said white papers are a "valuable" or "extremely valuable" source of lead [...]


Yahoo Updates Verticals, Injects More Native “Stream Ads” Into Content

yahoo-logo This morning, Yahoo announced that it had updated seven properties, making them more personalized and adding "stream ads" into the content flow. The redesigned properties are Sports, Movies, Music, TV, omg!, Games and Weather. The properties employ responsive design and will work across platforms, according to the company. Yahoo is aiming for the same thing with its ads, as well. Yahoo, not long ago, redesigned its homepage and added a new content "stream" together with embedded native ads. Here's Yahoo's discussion of stream ads in the updated verticals: With the refreshed Yahoo! S [...]


The Audience Is The Article: A Changing Balance Of Power In Publishing

preshutterstock_1202156231376900659 Marketers are now in the business of making media. By definition, they create a media product and publish or broadcast it out to attract and engage an audience. The medium they choose to publish in defines their message. But, there's a shift of power happening with that one-to-many broadcast model -- one in which the content consumers have gone from passive readers to active participants. [caption id="attachment_56307" align="alignright" width="210"] Image via Shutterstock[/caption] Dan Gillmor refers to consumers of online content as "the former audience." And some of the smartest mind [...]


DMD Webcast Tomorrow: How to Create Quality Content

Tomorrow, Tuesday, August 20 at 1 PM EDT, our sister site, Digital Marketing Depot will host a webcast on creating quality content that your audience - and search engines - will love. "How to Create & Measure Quality Content that Your Audience & Search Engines Will Love" will help you develop content that will resonate with your audience, discover new content ideas and an understanding of how to measure the effectiveness of your efforts. Speakers Nathan Safran and Ryan Howard, both from Conductor, will explore the shift taking place when brands transition into publishers, regularl [...]


How To Get Good Reviews & Testimonials That Drive Business

google-maps-next-dimension Testimonials on your website and other Web venues can help improve conversions. Good reviews on review sites like Google Maps and Yelp can help attract more people to check you out and also improve conversions. In this article, I'll outline the steps we go through for ourselves and clients to increase the number of testimonials available and get good reviews. As you've undoubtedly noticed, there are a growing number of reviews on the Web for all types of products and services -- not just restaurants and hotels -- on sites such as Yelp, Google Maps, Bing, shopping search sites and many indus [...]


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