How to Infuse ‘Know,’ ‘Like,’ and ‘Trust’ Into Your Content

By Renae Gregoire

like-trust-content

You’ve read the research that says people prefer to do business with people they know, like, and trust, right?

Me, too.

Yet whenever I hear that advice, I think, “that sounds nice,” but what does it really mean to know, like, and trust someone? And what does it take for that person to know, like, or trust your brand?

And, more important, how do you translate that understanding into your content?


Get audiences to know, like, and trust you through your #content, says @WriterRen.
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To get at the answers, I investigated what it really means to know, like, and trust. I’ll share what I found, along with examples of companies that get each of those elements right.

To know you, your prospect must ‘get’ you

This kind of knowing is not surface knowledge where people have seen your name, logo, brand, or content. In that kind of knowing, people recognize you and know you exist. You’re not a total unknown or stranger. They know about you or of you.

The kind of knowing you want – the kind that opens up greater possibilities for stronger relationships that can lead to sales – is deeper – the kind of knowing that follows when someone shares private details and understands what sits at your core or foundation.

Let’s look at how this plays out in an example shared in a Psychology Today article. The author uses actor Johnny Depp to ask: “What’s the difference between knowing about someone and knowing someone?”

As a fan, I know some facts about him. He:

  • Is older than me (not by much)
  • Has two kids
  • Plays guitar
  • Likes to work with Tim Burton
  • Was magnificent as Captain Jack Sparrow

johnny-depp

<a class="colorbox" …read more

Source:: content marketing

How Topic Modeling Can Strengthen Your SEO and Content Marketing Strategy

By Rebecca Bakken

topic-modeling-strengthen-seo

Content marketing lies at the intersection of art and technology, so it’s only logical that artificial intelligence comes into play. AI plays a big role in search and it can be useful in creating content, too.

While it’s not known exactly how the Google algorithm works, researchers and marketers have conducted experiments that make a strong argument for topic modeling as a key component of the Hummingbird algorithm. Also, Wired reported last year about how Google’s search engine now uses artificial intelligence to rank content.


Google’s search engine now uses #artificialintelligence to rank #content via @wired.
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A basic understanding of how search engines interpret text and its quality can help you develop a strategy that produces consistently high-ranking content because topic modeling – done manually or with software – allows you to create blueprints for the best possible content.

In this post, I explore the concept of topic modeling and how it relates to search algorithms. Then, I’ll go over some key strategies on how to develop your content to include all relevant topics, and how you can take advantage of topic model predictions to outperform the competition.

First, let’s dive into what exactly topic modeling is and how search algorithms can use it to rank the billions of pages on the web.

What is topic modeling?

Words and phrases are interrelated, and the idea behind topic modeling is to discover those relationships. When crawling your content, search engines aren’t just crawling for specific words, they’re seeking words with related meaning. This makes keywords, keyword variants, and related topics an integral part of creating contextually rich content. The placement and frequency of each …read more

Source:: content marketing

16 Visual Storytelling Tips to Give Your Content Marketing a Boost

By Kristin Twiford

The numbers are staggering – marketers are investing heavily in visual content:

  • 74% of marketers use visual assets in their social media marketing – Social Media Examiner
  • 93% of senior marketers say photography is either important or critical to their overall marketing strategies – CMO Council
  • Video will account for 80% of all internet traffic by 2019 – Cisco

#Video will account for 80% of all internet traffic by 2019, says @cisco via @KristinTwiford.
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How do you produce visual content and use it to catch your audience’s attention? Earlier this year, I conducted a webinar on the topic. Now, I share with you the 16 tips your content marketing team needs to try.

1. Always use a visual

Now, this may seem like an obvious tip, but it needs to be reinforced. It’s crucial that your team is communicating visually across platforms.

Does your team have a policy to always include a visual on Facebook or Twitter? Posts with images get 2.3 times more engagement on Facebook.


Posts w/ images get 2.3x more engagement on #Facebook via @buzzsumo.
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Buffer found that its tweets with images were retweeted 2.5 times more than non-image tweets.


Tweets w/ images were retweeted 2.5x more than non-image tweets via @buffer.
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The NFL’s Baltimore Ravens have a mandated policy to include an image in a Facebook post, according to Digital Media Manager Erin Herbert. When the team applied this visual-first approach across all its digital channels, engagement increased across the board.

baltimore-ravens-homepage-redesign

Image source

When the team redesigned the Ravens website to put photos and videos in the spotlight, it saw a …read more

Source:: content marketing

User-Generated Content: Where Does It Fit in Your Content Marketing Strategy?

By Aaron Agius

trendy-national-geographic-wanderlust-contest

User-generated content is powerful because it taps into people’s inherent desire to be recognized and appreciated.

When your brand shares something a customer or fan created, that external recognition not only strengthens the customer or fan’s affinity with the brand, it encourages that person to share the content further with his or her friends (and your brand benefits vicariously).

I bet this customer of Badass Beard Care is now a brand advocate for life.

badass-beard-care-instagram

However, in a world where many marketers are obsessed with short-term tactics to acquire as many customers as they can as cheaply as possible, UGC is a long-term relationship tactic that won’t run out of style any time soon. Ninety-three percent of consumers find UGC helpful when making purchasing decisions and 86% of millennials consider UGC to be a key indicator in the quality of a brand.


User-generated #content is a long-term relationship tactic that won’t run out of style, says @IamAaronAgius.
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It’s more effective to have your customers promote your brand than just to have the brand do it to bring new customers in the door. With UGC, you can turn your best customers into your best advocates. After all, customer relationships are what help businesses transition from money-making enterprises to sustainable brands.

UGC doesn’t have to replace other forms of marketing, but it can become a powerful weapon in your arsenal.

Here are some of the ways you can improve your content marketing using UGC.

Video reviews

Every e-commerce marketer knows that the conversion rate can fluctuate dramatically depending on the elements featured on the landing page.

Social proof is a key element of a …read more

Source:: content marketing

4 Strategies to Earn Natural, High-Quality Links for Your Content

By Julia McCoy

strategies-build-natural-links

The process of “building links” has long been touted as the key to ranking in search engines. After all, studies about the relationship between external links and rankings have shown it’s nearly impossible to rank without them.

In fact, a Moz study of over 15,000 keywords found that 99.2% of all websites at the top of the rankings had at least one external link.

But, while obtaining links is still crucial to SEO, the way in which those links are obtained has shifted.

Link-building tactics through spammy emails, article submissions, and trading links are strategies of the past. Today, if you want to generate links, you’ve got to put in the work to earn them.


If you want to generate backlinks, you have to earn them, says @JuliaEMcCoy. #SEO
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How? Let’s dive in and find out.

What constitutes a quality backlink?

First, we need to identify exactly what a quality backlink is and is not. Because, as Neil Patel mentions about quality backlinks:

While the right inbound website link can grow your Google rankings, revenue, and brand, the wrong ones can get your site penalized.


The right inbound link can grow rankings & ROI. The wrong ones can get your site penalized. @neilpatel
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Since we’re trying to avoid penalties at all costs, we want to focus on earning the RIGHT inbound links.

What makes a backlink high-quality?

SEO consultant Mark Walters lays it out in the easiest way possible. He says high-quality backlinks:

  • Are from a relevant source
  • Are from a trusted source
  • Send traffic
  • Are in the main content
  • Are on a page with Google’s PageRank
  • Are next to backlinks to authority websites

Mark also shares that high-quality backlinks are NOT:

13 Experts Share Their Best Tips on How to Build a Well-Run Content Team

By Aaron Agius

expert-tips-well-run-content-team

Content marketing costs 62% less than traditional marketing yet produces almost three times as many leads. It’s easy to see why 89% of B2B marketers use content marketing as part of their strategies.

However, executing an effective content marketing program is no simple task. It requires a skilled team and a well-run process. To help you build and operate an elite team of editors, strategists, writers, videographers, and designers, follow these tips curated from 13 marketing experts.


Your #contentmarketing strategy is the genetic code to build the best team, says @IamAaronAgius.
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1. Create a content marketing strategy

“Before you start looking for writers, you need to create an effective content strategy that will help you decide on the type and number of writers you need to hire. The strategy will also help you stay focused on your long-term goals and not just on producing content.” – Jill Phillips, Buildfire


Before you start looking for writers, you need an effective #content strategy, says @jillphlps.
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Creating a content marketing strategy isn’t a superfluous exercise to kill time. Your strategy is the DNA for how your brand communicates with the outside world. It’s also the genetic code necessary to build the best team to execute the strategy.

2. Structure your team effectively

“The way you structure your team sends a strong message about what your team is currently prioritizing and deprioritizing.” – Kipp Bodnar, HubSpot


The way you structure your team sends a strong message about what your team is prioritizing, says @kippbodnar.
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To function efficiently, it’s important to have clearly defined job roles and a formal structure for your team. Without this, responsibilities get blurred and chaos usually …read more

Source:: content marketing

This Week in Content Marketing: Mayo Clinic Invests in Voice Search With Amazon

By Joe Pulizzi

AHREFS

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

This week, Robert ponders the nature of choosing and pursuing your true talent. In the news, Google buys HTC, talent is drying up in advertising, and the Mayo Clinic finds a way to dominate Alexa’s voice search results. Our rants and raves cover predictive analytics; then we close the show with a This Old Marketing example that’s full of Fluff.

Download this week’s PNR: This Old Marketing podcast

Show details

  • (00:01): An advertising blast from the past: “I’m a Toys-R-Us Kid.”
  • (00:30): Robert muses on this week’s theme: Are you talented?
  • (06:55): Welcome to Episode 202: Recorded live on September 25, 2017 (Running time: 1:02:46)
  • (09:48): Special offer for Content Marketing World video on demand – You may have missed the show, but don’t miss out on all the insights. Videos of 100+ sessions from Content Marketing World 2017 will be available for a limited time through our video on demand portal. Register for access and use the coupon code CMIFRIENDS100 to save $100.
  • (10:37): Content Marketing University – Fall enrollment for Content Marketing University ends today. Don’t miss out on the industry’s premier training and education program. Register today, and use code FALL100 to save $100 off a year’s worth of access.

Content love from our sponsor: Ahrefs (11:32)

Ahrefs is a powerful SEO tool set that has many amazing tools for content marketers who’re looking to grow their traffic from Google. With Ahrefs tools you can easily find out what people are searching for in Google, so you can create …read more

Source:: content marketing

5 Steps to Prime Your Creatives to Produce Outstanding, Clutter-Busting Content

By Marcus Varner

steps-prime-creatives-produce-outstanding-clutter-busting-content

If you’re like me, you’ve had a moment where you thought your content was outstanding, in the true sense of the word – you really thought it stood out above the competition.

Then you looked around and discovered your unique, original, and unmatched ideas were run-of-the-mill. Suddenly, you felt like you were attending the fourth-grade talent show and realizing your kid was just one of 30 equally precious snowflakes with misguided trombone aspirations.

Let’s say you do produce original and engaging content. If so, you’ll likely discover an insane pace of imitation. The minute you create a standout piece, your competition is only three months away from turning that originality into part of the clutter. Your content is only as good as its ability to consistently stand out as original and engaging – and stay that way.

These realizations inevitably lead to a recognition that your team’s creative engine is the real competitive advantage for content marketers. As the marketing lifeblood, it needs to be in peak shape, primed to furiously churn out unorthodox taglines, compelling visuals, and innovative angles that will keep you ahead of the pack.

Yeah, your creatives have your brand’s marketing life in their hands.

Here are five essential steps to prime your creatives – designers, videographers, writers, etc. – to crank out outstanding, clutter-busting content that keeps your content ahead of the competition.

1. Lose the productivity vs. creativity paradigm

Tension between productivity and creativity is real, but the either-or mentality is a paradigm in need of a shift. It’s not a zero-sum game. You can have more of both productivity and creativity.


Don’t make productivity & creativity an either-or mentality, advises @MarcusWorkfront.
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Adobe’s State of Create: 2016 study found that 83% of U.S. respondents felt increasing pressure to be productive rather than to be …read more

Source:: content marketing

How to Make Your Content More Relevant in Search: 3 Lessons From Big Data

By Marcia Riefer Johnston

answer-the-public

What’s the next best thing to having Google sit down next to you at your desk, gaze over its glasses at your screen, and tell you how to improve the visibility of your web pages? Listening to Searchmetrics founder Marcus Tober.

In his Intelligent Content Conference talk, Mastering the World of Deep Learning: How Big Data Is Making Content More Relevant in Search, Marcus shared some insights gleaned from years of studying search analytics across many industries and topics.

A pioneer in search-analytics software, Marcus has watched search engines get better and better at figuring out which web pages people will find relevant. He has seen search engines evolve from reading people’s text strings to practically reading their minds. Based on what he has learned from big data about SEO visibility, Marcus urges companies to do three things with their content:

  • Develop a niche
  • Get rid of redundant, outdated, trivial content (ROT)
  • Update the remaining content to address people’s intentions

Marcus’s advice is not new, but he backs it up with data. His numbers reinforce the importance of doing these things that we all know we should be doing.

Though he isn’t sitting next to you, read on for what this European Search Personality of the Year has to say.

Develop your content niche

A sprawling general-interest website – a Goliath that produces tons of content about all kinds of topics – may see strong search visibility for a while, but that kind of performance may be knocked out by a smaller site that comes along and addresses people’s information needs in a more targeted way.

Take About.com, for example, a site that, as Marcus puts it, “invented mass scalable content online” in the mid-1990s. Over the decades, About.com has published millions of articles. At the time of Marcus’s talk, this site still had over a half-million pages …read more

Source:: content marketing

New Research Reveals Habits of Top Content Marketers

By Lisa Murton Beets

goals-metrics-suggestions

It’s my favorite time of the year – time to report on the findings of the annual content marketing survey. Now in our eighth year partnering with MarketingProfs on this research, I never stop getting excited about sharing the new insights with you.

B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America, sponsored by Brightcove, indicates that B2B marketers continue to see content marketing success as they explore ways to work more creatively and build their audiences.

I’m thrilled that, like last year, nearly 65% of B2B marketers surveyed report more success with their overall content marketing compared with one year ago. How can marketers keep that momentum? How will you take your content marketing to the next level?


Nearly 65% B2B marketers’ #contentmarketing programs are more successful than a year ago. @cmicontent #research
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2018-b2b-research-success

To provide some answers, we looked at how the “most successful” of the survey respondents do things differently than the overall marketer population. What kinds of things set these self-described “extremely” or “very successful” content marketers apart? As we’ve found each year, these marketers are more likely to:

  • Have a documented content marketing strategy
  • Describe their organization’s content marketing maturity level as sophisticated or mature
  • Have a high level of commitment to content marketing
  • Agree that their organization is realistic about what content marketing can achieve
  • Agree that leadership gives them ample time to produce content marketing results
  • Deliver content consistently always or frequently

Top-performing content marketers always/frequently deliver content consistently. @cmicontent #research
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In the 2018 results, however, some additional characteristics appear in the picture of the more successful marketers. Consider how you can use these insights to make your content marketing programs …read more

Source:: content marketing