Blog posts, white papers and even your Facebook and Twitter presences – these are all examples of content marketing. More and more marketers are finding success in creating relationships with customers through providing them with valuable content aligned with the brand. Find out how to create and distribute compelling content through our expert columns.

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For The Right Content Marketing Answers, Ask The Right Content Strategy Questions

content-marketing-featured A big box retailer's chief content officer of reached out recently with a question. Here's what he wanted to know: "What is the percentage of content you see utilized comparatively that's company generated versus user-generated versus contributor generated? I'm trying to see how others are looking at their mix." What would you have told him? The proportional mix of content marketing tactics is a topic I haven't researched as an analyst. While it would be interesting to explore, I suspect there's never going to be a "right" answer -- as is common in the marketing world, it ultimately depen [...]


2013: The Year Of The Content Marketer

ml_con_mktg Content marketing has become an increasingly hot topic in the digital marketing world with searcher interest hitting an all-time high in 2013, following a path that suggests continued growth into the new year. As big brands and small businesses alike have realized the value of content marketing and rushed to develop and implement a strategy, marketers have felt the need to educate themselves on this rapidly growing field. How do I put together a content marketing plan? Which channels are best for content distribution? How do I craft the best headlines? How can I maximize social sharing [...]


10 Tips For Integrating Content Marketing Into Your Business

corporate-behavioural-change-conversations "Content marketing" has recently gained a lot of attention in the online marketing world. But it's not just a buzzword -- it's one of the most reliable and effective tactics available to digital marketers. Brands are increasingly recognizing content marketing as a valuable tool for increasing awareness and driving demand -- and they are investing accordingly. In fact, according to a recent report by the Content Marketing Institute, 60% of B2C marketers expect their content marketing budget to increase in 2014. As with other digital marketing channels, an ever-changing landscape means tha [...]


Why Content Strategy Is Foundational To Real-Time Marketing

Content Marketing When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who were nominated in each category. So, the social media team, led by VP of Digital and Social Media Sabrina Caluori, sprang into action weeks before the actual event. They created content for every possible award outcome. But first, they informed internal stakeholders (management, [...]


Earning Your Right to Invest More in Content

mobile-tablet-phone-people It's been just five years since the term "content marketing" began appearing regularly online, and only three years since the Content Marketing Institute, an umbrella organization for content marketers, was founded. In its latest surveys, CMI found that 90% of B2C marketers use content marketing, and 93% of B2B marketers engage in content marketing techniques. In truth, content is what marketing has always been about. Advertising, public relations, brochures, white papers, events, research reports, and websites are all standard forms of content that marketers have used for decades. CMI [...]


Using Google Analytics To Measure Content Marketing

Content Marketing When it comes to developing content marketing strategies, the plans created and tactics used are only as good as the results produced. You can design beautiful infographics, create useful guides and publish blog post after blog post -- but if your content strategy doesn't achieve the identified goal, what is that content worth? Not much. With any marketing strategy, measurement and tracking are extremely important when reporting ROI, and the same is true for content marketing. There are many different tools available to gather content marketing data, though a number of useful metrics can be [...]


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 [...]


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 [...]


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 [...]


Top 60+ Content Marketing Education Resources

Top 60 Content Marketing Education Resources: Whitepapers Content marketing is more popular than ever with 91 percent of B2B marketers and 86 percent of B2C marketers employing content marketing initiatives this year. As the number of businesses embracing content marketing grows, more resources become available. The following educational resources -- from blogs and videos to training, events and more -- can help any marketer learn the significance of content marketing and how it can be applied successfully in any business' online marketing strategy. Content Marketing Blogs Content Marketing Institute – Formerly Junta42, Content Marketing Inst [...]


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 [...]


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 [...]


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