Why is Content Marketing Today’s Marketing? 10 Stats That Prove It

By Julia McCoy


You’ve probably heard that content marketing is the wave of the future.

But do you know why?

While it’s true that content marketing is massively effective for nearly every company and industry on the globe, many marketers don’t understand why.

Let’s shine a light on this puzzling (yet fascinating) state of affairs, with 10 statistics that will prove beyond the shadow of a doubt that content marketing is today’s marketing.

1. 200 million people now use ad blockers

Paid advertisements were all the rage in online marketing. Today, however, consumers are increasingly savvy about opting out of the advertising they would rather not see. In August 2015, approximately 200 million people worldwide had installed ad-blocking software.

While it is great news for consumers, it’s terrible news for marketers who rely heavily on paid advertisements to spread their brand’s message.

Luckily, there’s a way to continue marketing efforts without being blocked by the people you’re trying to reach. The secret is content.

In addition to being impervious to ad-blocking software, good content is something consumers want to interact with, which makes it more effective and welcome on a foundational level.

2. Content marketing leaders experience 7.8 times more site traffic than non-leaders

While high-quality content is difficult to pin down, it’s well worth it in the end. According to Neil Patel, people who succeed at becoming leaders in the world of content marketing — people who craft compelling, valuable content that gets to the heart of their readers — experience drastically more site growth than their competitors.

#Contentmarketing leaders experience 7.8X more site traffic than non-leaders says @kapost.
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Take Search Engine Journal, for …read more

Source:: content marketing

How to Connect with a Hard-to-Reach Audience: A Niche Marketing Strategy

By Dawn Papandrea


Does this sound familiar? You have a limited marketing budget, but you need to make meaningful connections with your target audience. Adding to the challenge is that your target audience is not known for its tech savvy.

That’s exactly the situation Thao Le, vice president of marketing at Hyland’s, set out to conquer when tasked with promoting the homeopathic medicine company’s Hyland’s Leg Cramps product to active seniors. She never anticipated that the journey would lead to the creation of a hyper-niche content platform called Pickleball Channel. Yes, pickleball!

Within two years, Pickleball Channel has become the largest media outlet in the world for the quirky, tennis-like sport; it now has over 15,000 “likes” on Facebook and more than 1.2 million views. The channel features mostly video content that includes tips on how to improve your game; feel-good, inspirational stories about players; and news coverage of pickleball tournaments and events.


“We knew we wanted to get more involved with active Boomers and seniors,” says Thao.

The first hurdle, however, was putting aside the assumption that targeting seniors via digital content was a lost cause. Thao and her team, led by Rusty Howes (owner of Rumer Studios, and executive producer and director of Hyland’s digital media lab), were confident that there were active, technologically savvy seniors who were eager to engage with compelling and relevant content. The challenge was to identify what content would compel these seniors to tune in. It turns out that pickleball was the perfect fit.

Creating an engaged audience around a niche topic is the reason Thao was named a finalist for CMI’s Content Marketer of the Year.

Here are the lessons that Thao and her team learned after determining (and then convincing the …read more

Source:: content marketing

This Week in Content Marketing: The Future Owners of Newspapers? Brand Marketers 

By Joe Pulizzi


PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss John Oliver’s take on the broken business model of newspapers and predict the role brands might play in offering a solution. We also share our thoughts on Gartner’s decision to integrate its annual Hype Cycle reports on marketing and advertising and Google’s migration of Hangouts On Air to YouTube Live. Rants and raves include a new view on how to construct the buyer persona, and Facebook’s exciting machine-learning innovation; finally, we wrap up with some well-aligned content efforts from Ernst & Young in our example of the week.

This week’s show

(Recorded live on August 22, 2016; Length: 59:06)

Download this week’s PNR This Old Marketing podcast.

If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes.

1. Content marketing in the news

  • Newspapers need solutions, not petty insults (07:05): Recently, John Oliver, host of HBO’s Last Week Tonight, took aim at newspaper journalism and how priorities are shifting from funding credible, investigative reporting to focusing their coverage around click-bait and trend-focused pieces. While the Newspaper Association of America took offense at Oliver’s attack on an industry that’s actively seeking solutions to one of its biggest problems, we find it particularly interesting that newspaper publishers don’t seem to be looking for other revenue streams that go beyond the monetization of content.
  • Gartner zooms out on digital marketing hype (21:43): Gartner’s annual Hype Cycle reports are designed to support marketers’ decisions on …read more

    Source:: content marketing

3 Things I Learned About Content Marketing From Robots and Drones

By Amanda Vasil


You may be wondering what a content marketer can learn from 170,000 engineers and product specialists operating drones and robots. I asked myself that same question. And then I discovered the C Space at the Consumer Electronics Show and realized what a powerful impact technology has on content strategy, creation, and distribution.

I walked away with three key takeaways — opportunities, really — to keep in mind over the coming year.

1. Technology innovation is moving faster than content innovation

With Gartner’s prediction of seeing more than 500 smart objects connected to smart households by 2022, there’s surely no shortage of technology in our daily lives. But consumers often have slim pickings when it comes to authentic, premium content to consume on these devices to take full advantage of whiz-bang features like 4K, Ultra HD, and 4G.

.@Gartner_inc predicts more than 500 smart objects connected to smart households by 2022 via @amanda_vasil
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What gadgets am I talking about? Virtual-reality headsets, augmented-reality glasses, and smart watches, to name a few. While the hardware is available for consumers to play with (as evidenced by the nearly 4,000 exhibitors at CES), one of the biggest user complaints is that the software applications and overall experience leave much to be desired.

This presents an incredible opportunity for content marketers. But it requires us to think a little differently and a little bigger. Yes, there’s still a need for traditional long- and short-form content to fit existing mediums. But when brands like Best Buy, NBC Universal, Coca-Cola, and others are asked what keeps them up at night, the answer is unlocking the secret to creating the perfect omnichannel user experience. And they’re not necessarily talking about their e-newsletters and blogs. Keeping up with 2.6 billion smartphone subscriptions and 1 billion tablets is just …read more

Source:: content marketing

Why Content Marketers Need Digital Librarians

By Jake Athey


When you or your marketing team members need a graphic, a photo, or a video from your own content collection (that is, your content library), can you go right to it? Or do you call that what-would-we-do-without-you person who knows where everything is?

If you call for help — whether your content library resides in a digital asset management (DAM) system, a content management system, some other kind of repository, or a patchwork of shared folders — it may be time to call in a digital librarian.

At my company, we have certainly suffered the pains of content overload. Three years ago, we began working with John George, an independent information professional based in Seattle. Since we sell DAM systems, it was ironic to discover just how badly we needed help organizing our own assets. (“Assets” are simply the reusable files enriched with metadata stored in the content library.) Today, I see other companies either contracting with specialists like John or hiring full-time digital librarians to manage their content.

To explore the ways that digital librarians help companies make the most of their content assets, I interviewed John and our training specialist and another digital librarian, Lexy Spry. I also drew from off-record conversations with digital librarians at a global health-care organization, an advertising company, and a furniture manufacturer.

How do you know you need a digital librarian?

If someone in your marketing department spends a lot of time finding images for everyone else, that’s a red flag. Finding stuff isn’t this person’s job, but his or her title might as well be “finder of stuff” because no one else understands how to navigate your content library. Consequently, the finder of stuff spends hours every day emailing content to people who request it. If your finder of stuff goes on vacation, gets …read more

Source:: content marketing

15 Experts Reveal the No. 1 Thing You Should Do in Content Marketing

By Arnie Kuenn


Eager for Content Marketing World, I got a head start and asked 15 presenters to answer one simple question: What is your No. 1 tip on how most companies can improve their current content marketing?

Joe Pulizzi, Content Marketing Institute founder and author of Content Inc., says:

“I would take a six-month period and focus everything you can on building subscribers in one of your programs (let’s say, your email newsletter). Take out the sales messaging for a while, take out the unnecessary content, and just focus on building an audience. How does that change your content?

“Look at the CTAs in and around your site and improve them for subscriber growth. Often we are so busy extracting value from customers and prospects that we don’t focus on providing true value in our content products. This will help you focus on that.”

Andrew Davis, founder of Monumental Shift and author of Brandscaping, says:

Changing the way you measure the impact of your content marketing is one of the easiest ways to improve. Instead of measuring views, visits, leads, or downloads measure revenue per subscriber.”

Andy Crestodina, principal strategic director at Orbit Media and author of Content Chemistry, says:

Formatting is a fast, cheap way to improve your current content. Make sure your articles use subheads, short paragraphs, internal links, bullet lists, and multiple images. This will slow down the scanners and reduce your bounce rate. If your visitors hit a wall of text, they’re likely to bounce.”

Jay Baer, president of Convince and Convert and author of Hug Your Haters, says:

“The best way to improve your current content marketing has nothing to do with your content. Instead, the best way to improve the success of your content is to amplify that content better. The days of “if you …read more

Source:: content marketing

How to Create a Culture Where Content Marketing Thrives

By Dawn Papandrea


When Dusty DiMercurio began his work at Autodesk, he had a bold vision of what was possible for the design-and-engineering software company. To win over allies, however, Dusty started small by launching a blog called Line//Shape//Space. Four years later, he’s grown that small pilot project into a multi-award-winning publication and is influencing the entire organization to think differently about content.

Leading by example, Dusty and his team are changing the culture of Autodesk, teaching how to tell stories that are so good their audience wants to engage with them. For all those qualities, Dusty is one of our 2016 Content Marketer of the Year finalists.

We asked Dusty to highlight how the culture at Autodesk has changed and what lessons he has learned from his years inside the organization.

Learn the ropes by starting small

Line//Shape//Space was among Autodesk’s first concerted efforts to connect with very small businesses (VSB). Autodesk’s business traditionally came from larger companies, so focusing on the small business market was a substantial shift.

The research into VSBs uncovered common needs and pain points among customers regardless of industry. First, Dusty learned many VSB owners had worked for larger companies and were familiar with the types of tools Autodesk offers. Paired with that finding, the research also showed that business owners’ greatest challenges were less about learning Autodesk software, and more about the struggles of running a business — which became the focus of Line//Shape//Space in those early days.

Dusty and his team set off to build a site specifically for this audience. They studied other successful content hubs targeting similar audiences, including American Express Open Forum. He says that understanding what others are doing is incredibly helpful as you build your own hub.

You can read about the ins and outs of how Line//Shape//Space was created in this recent profile from Chief …read more

Source:: content marketing

60+ LinkedIn Profile Tips for Marketers

By Lisa Dougherty


Content marketing careers are constantly evolving, but one thing is certain: The power of LinkedIn for personal branding is here to stay, especially when you’re aware of all the tricks that can help you strengthen your profile.

If your “Who’s Viewed Your Profile” chart is flatlining week after week, these tips will help breathe new life into your profile, improve your presence in search results, generate more views, and impress your audience.

Finish your profile

According to LinkedIn, users with complete profiles are 40 times more likely to receive opportunities such as job offers, mentors, or new business. Your LinkedIn profile is your digital resume. You can add more detail than you can on your printed resume. It will set you apart from your competition.

To achieve unofficial “all-star” status, include:

• Your industry and location
• Current position, including description
• Two past positions
• Education
• A minimum of three skills
• At least 50 connections

Bonus tips:

  • Don’t get too creative in the name field, but add professional credentials, suffixes, and designations (i.e., MBA, Jr., PMP).
  • Don’t use symbols, numbers, special characters, email addresses, or phone numbers in the name field because that could prompt LinkedIn to restrict your account.
  • Name field character limit: 60

Add a headshot that reflects your industry

A photo puts a face to a name so you’re not just another silhouette. It helps establish trust. A photo makes your profile seven times more likely to be found in a LinkedIn search.

A photo makes your profile 7x more likely to be found in a LinkedIn search via @LinkedIn #LinkedInTips
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What’s acceptable? If you’re a creative director, you might want an edgier photo, as compared to a CMO who might want a more traditional pose. CMI’s community manager Monina Wagner’s photo radiates her personality, making her likability factor skyrocket.

<img src="http://contentmarketinginstitute.com/wp-content/uploads/2016/08/monina-wagner-profile-photo-screenshot-example-600×226.jpg" alt="monina-wagner-profile-photo-screenshot-example" width="600" height="226" …read more

Source:: content marketing

10 Interview Questions to Find the Best Content Marketers

By Pawan Deshpande


Organizations of all sizes and across a range of industries are busy hiring people to manage their content. After all, the expertise and skills needed to run a successful content marketing strategy differ from those of the average marketer, so it makes sense to bring content specialists into the fold.

But how do you go about finding the right person? What competencies should you look for? And how can you determine if a job applicant fits the bill? Below I outline three critical core competencies for content marketers of all levels, along with 10 interview questions you can ask to determine candidates’ proficiency in each area.

Talent for writing AND passion for content marketing

Content marketers must be great writers and editors, with a strong ability to tell a story. However, beyond that, they need to love what they do. Ask:

1. What do you enjoy about writing?

Look for signs of excitement and enthusiasm. You likely have a keeper if the person touts the personal benefits of creating great content.

2. How did you determine the style, tone, and voice for a recent piece of content you wrote?

Content marketers should have their own voice and writing style. However, they also need to be able to adapt to fit the company, the audience, and the content format. Ask for specific examples of how they’ve modified their style — and why doing so was important.

Content marketers should have their own voice & writing style says @TweetsFromPawan #hiring
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3. Have you created content that entertained or educated your readers? Describe it.

Every content marketing piece should benefit readers in some …read more

Source:: content marketing

This Week in Content Marketing: A Content Marketing Approach Is Strategic, Actually

By Joe Pulizzi


PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I debate a TechCrunch article’s claims that content marketing isn’t actually strategic. We also go inside Accenture’s efforts to become a worldwide leader in content marketing, and explore Facebook’s latest attempt to enhance the ad experience from both sides of the equation. Rants and raves include Blab’s decision to go silent, and the benefits of automated content creation. Lastly, we follow We Energies’ cross-country search for Christmas cookie content in our This Old Marketing example of the week.

This week’s show

(Recorded live on August 14, 2016; Length: 01:01:35)

Download this week’s PNR This Old Marketing podcast.

If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes.

1. Content marketing in the news

  • How Google Analytics ruined marketing (8:18): Could everything you know about digital marketing be wrong? An article on TechCrunch contends that marketers in the high-tech world are failing to understand the basic principles that distinguish marketing strategies from marketing channels and marketing content, and places the blame squarely on the shoulders of Google Analytics. While there are a few parts of the discussion we do agree with, Robert points out that the author’s overly ambitious argument suffers from some flaws in logic, and falls short of making its case due to a limited understanding of Google’s measurement capabilities.