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The demand for consistent content creation has forced many marketers to take shortcuts. Shortcuts may enable you to get to an outcome faster, but it is often a worse outcome. Using shortcuts to create more content faster can help you to achieve more volume, but at some point, the quality goes through the floor. Quantity and quality are not opposites. They can exist simultaneously.
On the second day of Content Marketing World, it is apparent that one of the huge pain points of this industry is the struggle between quality and quantity of content. We all seem to feel the need to create more content and publish more often, in order to be seen. However, we also feel the squeeze of resource and time constraints.
I would consider myself an excellent Googler. As a consumer and a digital marketer, I have believed that you can find almost anything with a few quick keystrokes into the search engine. However, recently I found myself querying “healthy smoothie recipes”. Millions of results, but the first page of results were mostly mass produced round ups, not what I was looking for.
As sales cycles increase and buyers become more informed, marketing automation is on the tip of the tongue of almost every marketer you talk to today. In fact, research has found that 79% of top-performing companies have been using marketing automation for more than 2 years. Over the past five years, I’ve consulted with clients as marketing automation conversations evolved fr ...
Raise your hand if you’ve ever encountered a situation like the one described below: It’s time again for your annual marketing budget meeting. You’re confident that what you’ve put together is going to knock the leadership team’s socks off. You begin rocking through your amazing slide deck, chock full of powerful data points such as the number of Facebook Likes and banner ad clicks.
“Do you have any mustard?” “Give me the mustard.” “Pardon me: Do you have any Grey Poupon?” These three statements mean the same thing, but each is a unique way of asking for the desired item. Often, it’s not what you say, but how you say it. In her session at Authority Rainmaker 2015, Ann Handley shared the belief that brand voice is key to creating good content marketi ...
Why is Jägermeister the bestselling liquor brand that no one likes? Because it’s toxic taste is what sets it apart from all the other liquor choices behind the bar. The worst it tastes, the more people talk about it. That creates a unique experience that people seek out. This illustrates what Sally Hogshead suggested in her opening keynote at Authority Rainmaker – different ...
Podcasting is one of the most intimate content marketing experiences because we take podcasts with us during our daily rituals. A podcast is not words on the page, it is the human voice in your ear while you are brushing your teeth, out for a morning jog or driving home from work. Podcasts numbers have been growing steadily for years.
A warm handshake, an inviting smile and a shared joke. These types of in-person interactions create a personal connection that builds trust. As more and more business today is conducted on the internet, brands are challenged to create a warm customer experience online which is crucial to build the trust required for transaction.