Content Marketing News & Analysis
| Friday Mar 7, 2014
It’s official. I no longer need to explain to B2B marketers why a blog is an absolute must have. If you're a B2B marketer then chances are good you can already recite the many reasons why a blog makes sense: SEO, content marketing, fuel for social media, etc. Thanks to the tireless efforts of Hubspot and the Content Marketing Institute, I can eliminate “blog evangelist” from my job requirements.
So all is good in the land of B2B blogging, right? Far from it. Beyond the typical questions I get (e.g., what to write about and how often to post) a larger question is emerging:
How do we generate more traffic for our company blog?
| Thursday Feb 20, 2014
Does the marketing world need another trend-spotting tool for Twitter? Toronto-based gShift thinks so and today added a Social Keyword Research module to its web analytics platform for high-end clients.
The tool is designed to keep up with the 58 million daily posts on Twitter and help marketers create content that drives traffic by reflecting the interests of the targeted audience.
| Thursday Feb 20, 2014
Somehow, "Content Marketing" has hit the jackpot in terms of business memes, with every marketing person tossing the term around like it's some sort of magic elixir.
But what exactly is content marketing? And how do you do it? I've cooked up a list of myths and truths of content marketing to help you wade through the hype.
| Tuesday Feb 11, 2014
Oh, one of those lists, Ahava. Really?
Wait. Just hear me out. There’s an immense amount of dialogue right now in the content creation, content marketing, content strategy, content space. Some of it is important. Some of it will sink to the bottom, hopefully washed away by the pixels of the Interwebs. But, if you’re following closely, you’ll see that best practices still rise to the top, like the proverbial cream.
| Friday Feb 7, 2014
In today’s increasingly digital environment, marketers have moved towards content marketing – a strategic approach that emphasizes the brand over any single product which that brand sells – as the best way to boost demand and increase sales. This requires engaging and relevant content in order to succeed and, in recognition of this fact, marketers have ventured into the fields of storytelling and consumer psychology. Marketing Magazine, picking up on this trend, went so far as to name these the “must-have skills” for marketers in 2014.
| Wednesday Jan 29, 2014
It’s only the start of a new year, and already there is quite a bit of chatter about content and how it can affect the success of a business. There are debates about the continued effectiveness of content marketing as a strategy, and arguments over whether technology can actually fix anything.
But as we look at marketing -- and how the use of content plays into that -- one of the drivers we have to examine is changing the way we think of success. Rather than looking at “more engagement” -- whether it be “visitors,” “likes” or “followers” -- we should start to examine how content can be tied together to generate revenue.
| Tuesday Jan 28, 2014
The content you share with customers and potential customers makes an enormous difference in the way prospects see your business and the degree of confidence and trust they have in you, both before and after the sale. The cynics say CRM is about feeding the sales machine, and while this is important, it really sets the stage for what CRM’s really good for -- building relationships and extending the customer lifecycle. Nothing helps in doing this better than sharing knowledge that helps your customers succeed.
| Monday Jan 27, 2014
Given the proliferation of content marketing, it can be hard to find reliable non-vendor educational content on a specific subject. For David Diamond at digital asset management (DAM) vendor Picturepark, the answer – at least for digital asset management (DAM) education – lies in a hashtag.
| Tuesday Jan 21, 2014
You strike gold with web content when you create stuff that allows people to do things. It all begins with knowing what the person ultimately wants to do. The focus must not be on the content itself.
| Monday Jan 13, 2014
On the Web, content is an enabler.
| Monday Dec 23, 2013
B2B marketers have found a champion in Christine Crandell. She understands the pressures, the challenges and the conflicts that marketers face daily and is here to broker a truce between marketing and sales and to align the two in a united front to create business value and a great customer experience.
| Wednesday Dec 18, 2013
In the rapidly changing marketing landscape -- where technology-enabled digital channels arise seemingly overnight -- marketers are struggling to keep up in the digital experience catch up game. Each year, we diligently examine trends that will allow us to continuously improve in order to get ahead in the New Year. As we close out 2013, the situation report suggests that a discontinuous rather than incremental approach to improvement may be the only maneuver to balance the scales.
| Monday Dec 16, 2013
Marketing needs to change its obsession with short term thinking about new customers and instead focus on building long term relationships with existing ones. Content professionals need to change their obsession with content and instead become obsessed with the people who need their content.
| Thursday Dec 12, 2013
The call for relevant and quality content reached a near fever pitch in the lead up to 2013. Were the proclaimers of content right? Yes. Throughout 2013, marketers sharpened their pencils to help produce content that would set them apart from competitors and show them as leaders in their chosen field.
| Wednesday Dec 11, 2013
In 2014, I wish that experiences will become an integral part of content marketing. One of the main purposes of content marketing is to build meaningful relationships with our audiences, and I would like to see that come to fruition through more in-person experiences. It’s what will truly bring brand stories to life.
In 2014, I wish that organizations would realize that teaching their own employees their brand story is 10 times more important than telling the marketplace. If you want your story to mean something, then teach it to the people who will make it real for customers. Lots of companies are telling stories these days; few companies are living them to the point of ingraining them into every corner of their organization that they can. -- Carla Johnson, principal, Type A Communications
Title image by Amodiovalerio Verde (Flickr).