• René Power

    Really insightful piece. Lasar targeting, personalisation and ‘less is more’ are all definitely key parts of the emerging content marketing mix.

    Question, does 3-4 long form ‘white papers’ across a year trump a regularly updated blog? – a frequently asked question by clients looking to break into using content but with limited time, resource, budget.

  • http://www.feldmancreative.com/ Barry Feldman

    Rene, the papers definitely DO NOT trump a blog. However, assuming the white papers are full of useful content, why not break them up into smaller pieces and publish them as blog posts?

    Happy to be included in this great article, Arnie.

  • Arnie Kuenn

    That is a very common question and I wish there was a black & white answer, but like everything in this industry… it depends. Every situation is different, starting with what are their goals. Without knowing anything about the situation or client, I would probably try both. Meaning launch a free guide or whitepaper and support it with a dozen or so related posts. Then measure – traffic, leads, conversions, and go from there.

  • Arnie Kuenn

    Happy to include you Heidi. And great seeing you at Content Marketing World.

  • http://zacjohnson.com/ Zac Johnson

    Excellent list of resources. All of these players are huge in our space and content marketing is the key to establishing yourself as a voice and well respected brand in the coming months to years.

  • http://www.referralcandy.com/ Zach @ ReferralCandy

    Arnie – Thank you for the insights. I especially like the comments by Rand and Barry. And I love that Rand puts his money where his mouth is, with Moz doing big content pieces and moving the industry forward.

    The issue is that marketing is a somewhat easy field to get into, and many non-professionals (think e-commerce website owners who are just starting out etc) are able to dabble in it with relatively low effort and moderate success. Leading to an abundance of ‘experts’, who write articles that sound good on the surface, but fail to add value to the conversation.

    So if the future that Rand points out comes true, I’ll be a happy man. In the meantime, I’ll do my bit and focus my content strategy on things that move the conversation forward.

    One challenge I foresee though, is that big content pieces (by definition) take time and effort. Is it worth it to forgo ‘small’ content pieces entirely to release as many big content articles as possible? Or would it be better to mix it up and do lesser big content pieces but intersperse them with ‘small’ content?

  • http://www.referralcandy.com/ Zach @ ReferralCandy

    Arnie – Thank you for the insights. I especially like the comments by Rand and Barry. And I love that Rand puts his money where his mouth is, with Moz doing big content pieces and moving the industry forward.

    The issue is that marketing is a somewhat easy field to get into, and many non-professionals (think e-commerce website owners who are just starting out etc) are able to dabble in it with relatively low effort and moderate success. Leading to an abundance of ‘experts’, who write articles that sound good on the surface, but fail to add value to the conversation.

    So if the future that Rand points out comes true, I’ll be a happy man. In the meantime, I’ll do my bit and focus my content strategy on things that move the conversation forward.

    One challenge I foresee though, is that big content pieces (by definition) take time and effort. Is it worth it to forgo ‘small’ content pieces entirely to release as many big content articles as possible? Or would it be better to mix it up and do lesser big content pieces but intersperse them with ‘small’ content?

  • The Imagists

    27M pieces shared each day. Not 27,000 :) Great insight nonetheless!

  • http://morekeynote.com/ tpldrew

    Bernie Borges,

    Thanks so much for the Brandscaping nod! Your Social Business Engine TV is such a great example of Brandscaping at work! Thanks for being such a fan and putting the concepts to work!

    Going to watch the latest episode of #SBEShow today!

    - Andrew

  • Jyothi S

    Every bit of information shared here is valuable to me. As a budding content/copy writer, i will keep all this in mind and work. Great post..!