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Content Amplification: How to Promote and Distribute Content Effectively

By Arnie Kuenn

content-amplification-distribute-promote-content

For a long time, focusing on search intent and organic traffic was all you needed to be successful. That still holds true for organic traffic.

However, organic traffic is only one part of the complex puzzle that is digital marketing. As the adoption of content marketing has grown, so has competition for search terms and audience attention – especially in competitive industries. A lot of content pollution muddies the ocean of content marketing.

Let’s talk about a scary scenario: What happens when organic traffic isn’t driving the results you need to bring your business success? Or when you see results but not enough to make your boss/CEO/manager happy with your content marketing ROI?

The bottom line: If content is not converting on its own, it’s hard to prove the ROI of content marketing.


If content is not converting on its own, it’s hard to prove ROI of #contentmarketing, says @ArnieK. #CMWorld
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This doesn’t mean you should stop creating content. It just means that our ability to use channels outside of organic traffic to deliver our content to desired audiences has never been more essential. As competition for organic rankings climbs, so should your ability to think ahead.

In other words, don’t think that your work is done after creating content. Instead, adopt this philosophy: The very best content marketing strategy can only go as far as a great content amplification strategy will take it.


The best #contentmarketing strategy can go as far as a great amplification strategy takes it. @ArnieK #CMWorld
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In fact, when we looked at a client of ours, we found that 50% of its traffic over six months came from a variety of …read more

Source:: content marketing

Who Would You Add to Your Content Marketing Team?

By Ann Gynn

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Content marketing team members’ titles may differ from company to company, but the tasks they are expected to perform are somewhat standard across the board – writing, editing, designing, publishing, and distributing.

But what if you could add the skill set of someone who works in another functional area – from another department or even outside your industry? What role or person would you want to incorporate into your team?

We asked the presenters at Content Marketing World 2017 what they would do. Their answers are enlightening – and in most cases, realistic.

Make the pictures move

I’d love to have a documentary videographer to document and share what really happens in the practice of law and how we try to keep up with changes in the industry.
Ruth Carter, attorney and owner, Carter Law Firm

A film producer. I’d love to get high quality video into our content mix for sharing through our numerous channels. If I could have anything, it would be that.
Jeff Renoe, content strategist, Dickson


I’d hire a film producer to get high quality #video into our content mix, says @renoe. #CMWorld
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Bring on tech

I would love to get a software engineer/website developer on our marketing team. As the realms of technology and marketing increasingly join forces, interactive experiences are only becoming more crucial for brands. More interactive content, apps, and tools for your customers and prospective buyers can make your brand stand out from the crowd.

We work on cross-department projects to achieve this, but I would absolutely want to permanently have an engineer just for marketing!
Allen Gannett, CEO and founder, TrackMaven

A developer. There are a million things I want done on my website and have nobody to do them.
Chad Pollitt, partner and vice president of audience, Native Advertising Institute


I’d hire …read more

Source:: content marketing

5 Key Milestones to Develop and Advance Your Content Marketing Program

By Heather Levy

CMI-5-Key-Milestones

A year after launching the brand journalism site Smarter With Gartner, two critical inflection points led us to realize we were ready to advance in the Maturity Model for Content Marketing:

  • The global team of content creators needed more robust tools to produce the steady stream of articles, infographics, video, and interactive content published daily to help IT, marketing, and supply chain leaders stay ahead of technology trends.
  • The global PR and content development team, which launched Smarter With Gartner, had an opportunity to feed our content marketing assets into the broader Gartner digital marketing programs.

When we realized we needed to take our content marketing program to the next level, I had a one-on-one call with Kirsten Newbold-Knipp, research director of Gartner for Marketers. She authored the Gartner report that introduced the Maturity Model for Content Marketing. We made “Leapfrog to Level 4” a slogan for our 2017 content marketing strategy. This was a bold goal because less than a year earlier we were moving from Level 2 to Level 3. What would it take to create a more mature content marketing function for our organization?

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Image source: Content Marketing Maturity Model, Gartner for Marketers, (July 2016)

In a subsequent interview in preparation for my Content Marketing World session, Kirsten distills the key milestones necessary for organizations to develop and advance their content marketing programs. As with most journeys, you must watch out for obstacles that will prevent your progress.

1. Fill the strategy gap

If organizations do one thing to reach Level 2, they should create a strategy. While this sounds like an obvious first step, only 37% of B2B and 40% of B2C marketers say they have a documented content marketing …read more

Source:: content marketing

This Week in Content Marketing: Facebook, Google, Netflix, and Disney Begin War Over Content

By Joe Pulizzi

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether to learn to be big or accept that you’d rather stay small. In the news, Facebook launches YouTube competitor Watch, while Netflix begins a buying spree for content brands. Meanwhile, Disney decides to pull its films off Netflix, and Google may still buy Snap. We dive into discussions on how Quartz is delivering real results for branded content and why email subscription has never been more important. Rants and raves include Deadpool and Time Inc.; then we wrap up the show with an example of the week on J. Walter Thompson.

Download this week’s PNR: This Old Marketing podcast

Content love from our sponsor: Smartling (40:45)

Translation: A reliable recipe for business growth – According to the U.S. Chamber of Commerce, 95% of the world’s consumers live outside the United States. And any company pursuing them with English-only content is likely limiting its revenue potential. According to Common Sense Advisory, more than 70% of consumers are more likely to buy a product with information listed in their native language than a comparable product without. These realities haven’t been lost on the world’s leading brands.

Digital innovation may have flattened the world, but human language is still the key to forming authentic connections. As a result, any company limiting the conversation to a single language is also severely limiting its own growth potential. To be successful on a global scale, brands need to consider localization strategies that suit their audience and elevate their brand presence. And whether …read more

Source:: content marketing

The Audience Valuation Engine: A New Model for Calculating the Value Per Subscriber

By Robert Rose

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I am struck by the notion that we have spent the last few years talking about how content marketing, as an approach, focuses on one thing: building a loyal, subscribed audience that we can monetize over time.

Many of us at CMI have written about how audiences are an asset, and that their value can be the true return on investment (ROI) that we seek.

If audiences are the asset – how should we value them?

I have spent the last two years trying to answer this question and develop a reusable and foundational model for our beloved approach. I will share the details of this new model and our audience valuation engine at Content Marketing World. But, I’d like to share the high level of this framework with you now.

Why an audience valuation model

There is a classic joke where an economist, a physicist, and a chemist are stranded on a desert island. One day a can of food washes up on the beach. The physicist and chemist each devise ingenious methods of how to open the can. When it is the economist’s turn he simply says, “OK, assume there is a can opener.”

Like the valuation of companies, valuing audiences in media has always been a fuzzy science at best. We frequently deal with broad assumptions, …read more

Source:: content marketing

How to Tear Down Silos to Create a Culture of Content

By Marcia Riefer Johnston

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You’ve probably heard Marcus Sheridan’s story. He is the guy whose blog, sometimes referred to as “the Wikipedia of fiberglass swimming pools,” saved his pool company during the economic crash of 2008.

Today, Marcus is The Sales Lion and spends a lot of time behind a microphone, urging companies to do what it takes to deliver content that lives up to its potential as a sales tool.

What does it take? It takes creating a culture of content. According to Marcus, that means getting rid of the “massive silo effect” between departments – especially between sales and marketing – and getting the whole company involved in content marketing.

In this article, I summarize Marcus’s advice delivered in his Content Marketing World talk How to Tear Down Sales and Marketing Silos: The Secret to Developing a Culture of Content Across the Entire Organization.

Why now?

In the old days, companies got away with the great divide: marketers handling marketing and salespeople handling sales. Things have changed, Marcus says. Companies need to market and sell in a new way because people buy in a new way. He refers to the 2015 Forrester report that shows more than 70% of business buyers conduct more than half of their research online before making an offline purchase.

“How many salespeople in your organization understand that they no longer control 70% of the sale,” Marcus asks. Buyers have changed. You have to change with them.


Buyers have changed and you have to change with them, says @TheSalesLion. #CMWorld
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How to create a culture of content

Marcus suggests several ways to create a culture …read more

Source:: content marketing

A Content Success Story: How FedEx Operations Now Delivers a Better Customer Experience

By Andrea Fryrear

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Editor’s note: Drew Bailey is a finalist for 2017 Content Marketer of the Year. We will be sharing insight from all CMY finalists in the blog before the winner is announced at Content Marketing World this September.

Redundancies, overlaps, and a general lack of communication kept good content marketers from delivering a better content experience for FedEx customers.

Drew Bailey wanted to change that when he took the reins of content operations at the company. “My team’s job is enablement,” says FedEx’s manager of content strategy and curation.

Clever problem-solving, a clear strategic road map, and a few counterintuitive steps have helped Drew’s team start to meet this goal, and earned him a nomination for the 2017 Content Marketer of the Year.

He’ll be the first to tell you that it’s still early, but initial results have the entire content team at FedEx excited for what’s coming.

Solving content strategy problems with ABLE

Drew, an IT and project management transplant, found no shortage of areas for improvement as he explored his new environment in the world of content strategy. To shift the process and technology responsibilities from the content creators to the strategy and curation team, Drew spent a lot of time listening to wants and needs.

“It was never about creating more great content,” he says. “It’s about connecting the dots for the customers and letting the content teams do more for them.”

To focus his efforts, Drew used the ABLE problem-solving method to break down each issue one by one.

Assess

This phase includes a root-cause analysis to discover what really contributes to a disjointed customer experience. For example, one customer received 13 unrelated emails each month from FedEx. The team wanted to know why. By carefully evaluating people, process, measurement, inputs, and technology, they found small changes that could deliver immediate improvement.

Build

Like …read more

Source:: content marketing

24 Experts Share How to Avoid Big Mistakes in Content Marketing

By Ann Gynn

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Blunders, overestimations, slipups, flubs, and missteps – though we hate to admit we make them, they often turn out to be our best teachers.

As the winning college basketball coach John Wooden once said, “If you’re not making mistakes, then you’re not doing anything. I’m positive that a doer makes mistakes.”

Regardless of their future value, these teachable moments can also be problematic and painful in the moment they occur. To minimize some of the friction you’ll experience from unnecessary slipups, we enlisted the help of some “doers” who are presenting at Content Marketing World. They share some of the mistakes they’ve encountered – and offer tips on how you can avoid them in your own content marketing programs.

Mistake: Trying to be everything

For seven years, we put out blog posts that showed how diverse Jordan Winery was as a business – posts about cooking, gardening, farming, floral design, travel, winemaking, construction, and news. This kept us from maintaining a loyal subscriber base. The same customer who wants to learn which is the best kitchen knife to use likely doesn’t care about how grapevines bloom or how floods impact vineyards.
How to fix it: We divided our content into two blogs – one food and travel focused and one more winemaking focused.
Lisa Mattson, director of marketing and communications, Jordan Vineyard & Winery

Mistake: Getting off on wrong foot

The biggest mistake I’ve ever made in content production is not listening to customers first – or not looking at suggestions and clues left by search engines that might have told me what people want.
How to fix it: Don’t write content for any other purpose than helping people to solve a problem.
Wil Reynolds, CEO, Seer Interactive


Don’t write #content for any other purpose than helping people to solve a problem, …read more

Source:: content marketing

What If What We Know About Marketing Is What’s Holding Us Back?

By Joe Pulizzi

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“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” – mostly credited to Mark Twain

Robert Rose and I will launch our combined sixth book, Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit, at Content Marketing World this September. The book’s key idea makes a case that the majority of businesses approach marketing entirely the wrong way … and that we need to kill the marketing we know and replace it with a new approach: marketing as a profit center.

Below is an excerpt from the introduction of the book. Robert and I truly believe that tomorrow’s businesses are in the process of transforming marketing into something completely new and different, and that building audiences and monetizing those audiences are the future of our practice. Enjoy!

Reprinted with the permission of Joe Pulizzi and Robert Rose in association with McGraw-Hill Education.

In the 1970s, Israeli psychologists Danny Kahneman and Amos Tversky wrote a research paper titled “Belief in the Law of Small Numbers”. The findings were that even professional academics mistook a very small part for the whole when making decisions. For example, even though flipping a coin is always a 50/50 proposition, if a subject was to flip it 100 times, but the first two times turned up heads, the subject would believe that the majority of flips would turn up heads – at least higher than the true probability. This is also known as the “gambler’s fallacy” where in Roulette we see red or black running hot, and we begin to think that red or black is more likely to occur, when statistically, it’s not.

As human beings, the more we see something, the more this becomes our reality, regardless of whether our …read more

Source:: content marketing

8 Ways Intelligent Marketers Use Artificial Intelligence

By Karola Karlson

intelligent-marketers-artificial-intelligence

Every day your team postpones using innovative AI-powered solutions in your content marketing, you’re losing competitive edge.

If this sounded a bit dramatic, great. It’s supposed to be to get your marketing team on its toes and prepared to embrace AI-powered marketing tools.

Artificially intelligent systems constantly work on the background of popular products and services such as Netflix, Amazon, and, naturally, Google. In the past few years, though, AI has paved its way deeper into marketing, helping brands to enhance every step of the customer journey. Moreover, tools previously available to enterprise level companies have become affordable and accessible to medium- and small-sized businesses.

To better understand the latest machine-learning applications in marketing, I consulted with Markus Lippus, chief technology officer at MindTitan, a company focused on developing AI-powered solutions.

Our conversation led to these eight ways to leverage AI to beat (or at least compete with) your content marketing competition.

1. AI-enhanced PPC advertising

Most marketers allocate their pay-per-click budgets to AdWords and Facebook. According to eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook with 19.7%.


.@Google controls 40.7% of US digital ad revenues in 2017, followed by @Facebook w/ 19.7% via @eMarketer.
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Most pay-per-click ad campaigns are managed by either in-house teams or a PPC agency. In other words, humans. But AI can help you uncover new advertising channels that may not be used by your competition.

According to Markus, “AI-powered systems can help advertisers test out more ad platforms and optimize targeting. That’s exactly what Facebook is doing with their ad delivery optimization. However, this approach could also be applied to omnichannel PPC campaign data (held by a single company) by using third-party or in-house AI tools.”

Albert, an …read more

Source:: content marketing