Category: Content Marketing
Everyone is producing content for marketing – we are flooded with marketing content. How do you break away from the crowd?
You get a content strategy… but this is short-sighted. This is inward focused, not outward. If you are all caught up with a content creation plan, you may be missing the big opportunity.
Instead of attacking a content creation strategy, you need to start with an audience strategy! Find out what your audience needs and wants. Find out what your audience is expecting and deliver that. The audience strategy focuses on the “why”, not the “what.” Audience strategy is the umbrella under which your content creation strategy rests.
Good content marketing is not about putting the right lures on the line; it is about selecting the right pond to fish in.
You can and should develop personas for your content … Read More »
There are two main systems of thinking: inactive and active. You need breakthrough content to move from inactive into active thinking.
As you move to active content, you must consider the many variables:
Mobile: make it quick and easy to access
Social: make it cool to share
Multi-screen: make it work everywhere
B2B meets B2C: Make it entertaining
Content Inflation: Make it unique
The newest trends in visual marketing can meet all of these variables if done well. Here’s a rundown:
Video: No one really knows how fast video is growing. In one year, non-desktop video viewing increased 6x. Of those videos, 80% were five minutes or less in length. The majority of videos that go viral on YouTube are paid to go viral. Companies will seed the video through advertising / premier placement.
Infographics: Fix the width and make it as long as you want. … Read More »
Brands are becoming commoditized. A study conducted at Northwestern University studied people’s affinity to brands over the last 10 years and what they found is a steady decline of people’s perception of brands. This applies to both the retail outlets as well as the products being sold by those channels. Funny enough, the strongest overall brand preference was actually for Clorox Bleach! Kleenex, Gatorade and Charmin are among the few products not caught in the downward spiral.
So why is this happening to brands? Because marketers have stopped telling stories. Marketing has shifted to gimmicks, gizmos, deep discounts, apps, celebrities, deals, price promotions. While these may be effective methods to live sales, especially in the short term, it doesn’t build long-term brand loyalty.
So why is this happening? Some answers include the recession, value shifting among consumers, product commoditization, … Read More »
Many marketers don’t measure their results. Much of this is because many creative marketers have an aversion to numbers and data.
There are many challenges of measuring content marketing
Multi channel – content can flow freely from one channel to the next
Unlimited metrics – with digital we can choose from an umlimited nunber of metrics
Volume of data – the sheer volume of data is overwhelming
Frequency of data update / measurement – with some tools you can measure data in REAL time
Lacking of measurement fundamentals – measurement is largely not taught in schools
To run successful digital marketing campaigns, you need to measure both your inputs and outputs. Here are six measurement metrics you should consider.
Consumption: page views, downloads, social chatter… These are the starting point for companies but unfortunately it’s also the end point for many.
Sharing: likes, tweets, pins, +1′s email forwarding, inbound links
Lead generation: … Read More »
When it comes to content marketing and content creation, the most important thing is NOT figuring out what you will do… it’s figuring out what you WILL NOT do. For example, will you blog? will you tweet? will you create infographics? will you do video? will you chase the latest meme or hashtag?
Once you get through all the stuff you will not do, you can begin putting your strategy together. We believe you should focus your content creation on two main areas: campaigns and customers. Said another way… you need content creation campaigns that reach your customers.
So you need to reach customers with content, what kind of content should you be producing? Before you shout out “Infographics” or “Video”, let’s take another strategic exercise. What should your content do for your customers? Inform them? Call them to … Read More »
I’m sitting in a session with Robert Rose of the Content Marketing Institute (who, by the way, is a very good pianist) at Content Marketing World 2013 in Cleveland, Ohio. The topic of discussion: different models of content marketing creation.
According to Rose, there are four content marketing archetypes or personalities: Promoter, Preacher, Professor and Poet
Promoter: Needs and Wants. Content that is focused on sales. It can include product sheets, website content, case studies, whitepapers.
Preacher: Discovery and Knowledge. Content that drives engagement. This is where your corporate blog lives! You also pull in SEO and social channels for communication and distribution.
Professor: Teaching and Instructing. Content that helps people. This content builds trust and builds relationships. examples include webinars, apps, online tools and even answering people’s questions.
Poet: Stories and Emotions. Content that binds our brand into the audience … Read More »
One of the most difficult things about content marketing is the planning and scheduling process. I use the word “Process” intentionally because it is a recurring job. You don’t simply plan and schedule your content and then sit back. It’s an ongoing job. How often you perform this process is dependent upon how far in the future you are able to look and plan.
For most companies, I recommend monthly planning. On the 15th of the current month, you need to have planned out the next month’s content. This works well for business blogging which needs content that is fairly current.
The following blog is by Joe Forte of D-Mak Production. As an expert in video production and video marketing, Joe has provided some great tips about using video as part of your content marketing mix.
Slideshows with text, audio or animation are definitely effective; however they are not even close to the magnitude of impact that a piece of video content has on the viewer. This vehement display of content gets the most effective results in a gradual manner. The main objective of an entrepreneur is to engage and retain his customers, and multiply his output. This he can do by displaying video content in order to entice the potential buyers and turning them into customers. The decade has seen a rise in digital video production content; even social networking forums and search engines use video … Read More »
Find any group of content marketing professionals or search engine optimization experts and mention outsourcing. What ensues is either a lively discussion about transparency, marketing ethics and full disclosure or in some cases, WWIII.
I believe part of the problem with the idea of outsourcing your content marketing is the picture we get when we think of outsourcing. Our minds immediately jump to some sweatshop place in India where hundreds of workers churn out content as if it were a cheap Tshirt being manufactured in China. We associate terms like “poor quality” or “duplicate content” right away and we dismiss the idea based on quality.
The other problem we have with the idea of outsourcing content marketing is the idea that it somehow makes you a phony. I mean after all, it’s one thing to outsource some IT development or the production … Read More »
Amy Harrison recently gave us 5 Things Every Copywriter Needs to Know About Their Prospects based on Lagos Egri’s 1946 book, The Art of Dramatic Writing. She casts prospects as protagonists in their own stories, and challenges content marketers to mine their prospects’ past experiences, present conflict or need, and possible actions.
Approaching content marketing from an educational standpoint, I often modify a favorite teaching strategy called K-W-L: Know, Want to Know, and Learned. I’d draw three columns on the board or have the students do so in their journals and together fill in what they already knew (or thought they knew) and what they wanted to know about a particular topic. After the lesson or unit, we’d return to the chart and fill in what we learned, sometimes making changes to the original Know column.
When it comes to … Read More »