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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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 [...]


Content: The Right Tools For The Job

software development Digital content doesn't just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we've compiled a list of 75 vendors offering a range of content marketing software solutions. (It's a list I plan to share officially in the fall, once it's been through some winnowing.) Content Software Landscape Research In fact, we plan to go one bett [...]


4 Ways To Create Successful Social Media Content

When developing a content marketing strategy, one of the most crucial aspects of the plan is often social media marketing. When content is created, it is usually produced with hopes of being shared across the Web, not only through internal marketing campaigns, but also organically on social media networks. It isn't always as easy as it may seem to create content that people want to share. Generating buzz is difficult when a content piece isn't optimized for social media or wasn't created with social-specific goals in mind. However, there are many steps you can take to assure the content you [...]


LinkedIn Rolls-Out Sponsored Updates Ad Program To All Companies

linkedin-featured LinkedIn announced today that Sponsored Updates are rolling out to companies with a LinkedIn account representative. By the end of the month administrators of all 3 million Company Pages will have access to LinkedIn Sponsored Updates. Billed as "content marketing in the world's only professional feed," Sponsored Updates allow companies to pay to promote their content to specific audiences on LinkedIn -- in the same spirit as Sponsored Posts on Twitter and Promote Page Posts on Facebook. Sponsored Updates has been running in pilot mode since January with a handful of companies including Adobe, [...]


Publish With Passion: Let Your Content Find An Audience

shutterstock_53519494 There's a great expression sometimes used in business: "A camel is a horse designed by committee." I don't have anything against camels, of course, but I do agree with the underlying sentiment: well-intentioned content and advertising campaigns can go awry when the companies executing them have lost sight of their original purpose. A recent interview with some of the most successful content creators on YouTube illustrates this point. When asked what the formula was for successfully growing an audience, they explained that they "simply made content that they personally liked and wanted to [...]


73% Of Online Publishers Offer Native Advertising, Just 10% Still Sitting On The Sidelines [eMarketer]

Percent of Publishers With Native Advertising Nearly three quarters of U.S. publishers offer online native advertising opportunities on their sites, according to new research released by eMarketer from the Online Publishers Association and Radar Research. Just 10 percent of publishers say they don't have and aren't considering adding native advertising to their sites. In taking the pulse of how publishers define native advertising, the study seems to hit on some consensus. Over 90 percent agree that native advertising is an ad's "integration into the design of the publisher's site." Interestingly (and somewhat bewilderingly), 21% [...]


Native Advertising, WTH?

Native Advertising Buzzfeed The concept of "Native Advertising" is getting a lot of attention these days. In some circles, it's been suggested that it may even "save newspapers." I blame BuzzFeed for doing such a great job of letting the cat out of the bag. As is so often the case, stick around a while and you'll learn that "everything old is new again." I would like to congratulate BuzzFeed on reintroducing us to the second oldest profession: the corruption of authoritative sources. (Yes, there is a correlation with the oldest profession.) I wonder if the scribes of ancient Egypt had PR operatives whispering i [...]


International E-Commerce Heating Up: Where To Go & What You Need To Know To Grow

Not so long ago in 2005, less than 50% of online users were located in developing markets. Fast-forward to today, and you'll find that that number is estimated to reach 75% by the year 2015 (according to a recent Forrester study, Key Trends And Best Practices Selling Globally Via The Affiliate Channel). [caption id="attachment_51548" align="alignright" width="222"] Image via Shutterstock[/caption] As an online marketer, you know this shift represents significant opportunities to reach new customers in burgeoning markets. So you may be wondering: Which countries show the most promise, [...]


Why Content Marketing Goes Rogue And How To Rein It In

content-marketing-featured Is your content going rogue? [caption id="attachment_27321" align="alignright" width="279"] Image via Shutterstock[/caption] Do you know all the sites and social media accounts controlled by your brand or company? Who can access and update them? Who knows the passwords? How frequently is the content on each property being updated, and how do those updates conform to larger communications and brand strategies? Or has this whole content thing mushroomed out of control, quite possibly behind your back? A project I'm involved with was supposed to have been delivered last week. It’s l [...]


Study: LinkedIn Positioned To Be Professional Content Marketing Leader, Testing Monetization

linkedin-featured LinkedIn's focus on content has been in overdrive recently. A new in-depth study by faberNovel, titled LinkedIn, the Serious Network, looks at LinkedIn's ten year trajectory from an online resume repository to a powerhouse hub for professional recruitment, lead generation, sales solutions, marketing tools and, yes, a full-fledged B2B content engine. It is now testing ways to monetize its content marketing power with native ads called Sponsored Updates. The company's focus on content can be traced back to the inception of social news product, LinkedIn Today in 2011. Acquisitions of SlideShare [...]


Who Reads Reddit? 6% Of US Internet Users, Young Men Are Highest Group

reddit-logo.png.512 A new survey finds that six percent of adult Internet users in the United States say they've used Reddit, with the group most active perhaps being no surprise to those familiar with Reddit -- young men, ages 18 to 29. The report is from Pew Internet. In all age categories, Reddit was used by men more than women, and the biggest gap between the two sexes was in the youngest group. Young Men Like Reddit Whereas 15% of men aged 18-29 said they use Reddit, only 5% of women said they did, a 3-to-1 ratio. Other age groups have a smaller gap except for 65+ and older, where the percentage of use [...]


The Big Comparison Of Google Reader RSS Feed Alternatives

rss-featured Google Reader is turning off their feed on July 1st and by now many of you have already switched to a new RSS reader - but, for those of you who have yet to make the jump, keep reading. We wanted to give you a concise chart explaining the features, costs and functionality of some of the larger RSS feed readers on the market. Since then, many new readers have been built or are in the development phase now. So, this comparison is a supplement to our 12 Google Reader alternatives story released shortly after the Google Reader news was announced. A major consideration for some is free versus [...]


Google Shows Nearly 100 Million Unsafe Browsing Warnings Per Week

Safe Browsing – Transparency Report – Google The Google Safe Browsing system is designed to warn people from Google's search results and when using popular browsers if they are about to enter a site deemed unsafe due to suspected malware or phishing attempts. Google's now sharing figures on how often it warns: currently almost 100 million times per week, along with other statistics. The statistics have been added to the Google Transparency Report, where Google has shared information about when it is required to remove content or provide user data due to legal reasons. Now, Safe Browsing statistics are a new area of the report. Unsafe [...]


Is John Deere The Original Content Marketer?

john-deere-featured Though the approach of using content in marketing initiatives has become more prevalent over the past couple of years, businesses have been employing content marketing strategies since the 1800s. Today, marketers use online content to educate and entertain their audiences in order to drive traffic, conversions and/or leads. Similarly, more than 100 years ago, companies used content (albeit different types) in hopes of increasing business and revenue. Consider John Deere. In 1895, John Deere started publishing a magazine for farmers called The Furrow. The company published the magazine i [...]


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