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For some brands, creating a content marketing program from the ground up is just one piece of the puzzle. Many international organizations must tackle an entirely different beast of localizing their content marketing programs for their global audiences. Reaching these audiences in a locally relevant way is critical for their businesses.
While many brands use content marketing to drive conversions, nonprofits have different goals in mind.Nonprofits use content marketing to educate and inspire their audiences with the hopes of fundraising and gathering donations. Although the end game is a different result, content marketing can be just as effective for this purpose, if done properly. Classy.
Over the past few years we’ve seen a fundamental shift in the way we create, consume and share content. Every single day: 4.5 billion pieces of content are shared every day 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent The sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.
Every brand doing content marketing should create a space or central hub for the content to live. Doing so allows teams to get the most out of their marketing by consolidating fragmented digital content to a one-stop-shop. While creating a central hub is a universal best practice, the amount of branding that a hub should have is a different story.
Now that we know what characteristics to look for in authentic photos, the next step is to actually find that perfect authentic photo to complement your content. Easy right? Not so much. Because the web is filled with terrible photography, it can take seemingly forever to sift through countless images to find the right one.
The fundamental core of successful content marketing programs is, well, creating great content. Even great content, however, needs a push. Paid distribution a great way for brands to quickly grow their audiences and jumpstart engagement with their content. The average Hollywood movie spends 50-60% of its production budget on distribution, and the ratio for creating and distri ...
Since its launch in 2007, American Express’ OPEN Forum has been considered the poster child for content marketing. The highly innovative program for its time single-handedly proved the business value of brands providing useful content to their customers. Year over year, OPEN Forum continues to succeed and is known for being the American Express’ #1 source of leads for new card members.
Brand health measures how your digital audience feels about you. In our first post, we covered how we can measure this through engagement metrics. For this post, we’ll focus on how to measure this with the audience growth metrics below: Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking.
Perhaps the most valuedbusiness case for content marketing is driving conversions. When done properly, content marketingattracts prospects at the top of the funnel and guides them through the buyer journey until they convert to become customers. Therefore, content marketing conversions are the prospects who became customers because of either helpful, useful and/or entertainin ...
Working as strategists at a content marketing company, it’s crucial for our team to stay up to date on the latest trends in the industry and advise our clients on how to stay ahead of the curve. Because of this, we are constantly doing research on what works and what doesn’t. From this research, we’ve noticed something. The fastest growing brands have something in common.
Content marketing is best described as the “art of communicating with your customers and prospects without selling.” If your brand is like most, however, your content marketing probably promotes the brand too much and your audience tunes you out. David Beebe, Vice President of Global Creative and Content Marketing for Marriott International explains, “Content marketing is like a first date.
Despite a huge surge in adoption of content marketing, many marketers still struggle to build their own business case internally. Some executives still view content as “just the latest trend” in marketing and don’t see the value in providing useful, educational and/or entertaining content for their customers and prospects.
Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand’s website? We can measure brand awareness a few different ways: Paid vs.
If I had to take a wild guess, I’d say 90% of content marketing marketing hubs are filled with bad stock photos. This is not necessarily the fault of content marketers, however, because finding authentic photography is actually really difficult. Why? The web is filled with terrible stock photos: Any Google Image search will return pages of results of cheesy businessmen or a s ...
Authenticity is essential for your brand. Don’t believe it? A recent study by the New York Times found that authenticity is more important to consumers than brand recognition. Perceived authenticity can not only affect your brand perception, but also your bottom line. A study from Cornell University showed that when menu items had geographically or culturally influenced name ...
Sometimes it can be difficult for companies to carve out sufficient budget to fund new content marketing programs. While overcoming this obstacle is often a tricky proposition, we can find this budget if we look in the right places. Calculate the Costs of Unused content First, we need to have a solid understanding of your organization’s current content costs and utilization.
Ranking high for SEO keywords is a core objective of most content marketing programs, and rightly so. According to Eyetools Inc: Organic search is responsible for 64% of all web traffic 2% of users travel to the 2nd page of Google 18% of users click on the first organic listing Essentially, if your brand is not ranking as a top organic result, your prospects probably aren’t going to find you.
Casper is a startup that provides “outrageously comfortable” mattresses sold directly to consumers — eliminating commission driven, inflated prices. Since its launch in April 2014, the brand has grown rapidly, generating $30 million in revenue over a 10-month period and expanding its team from five to 70 people.
GoPro has always been a brand that represents amazing experiences and adventure. The wearable digital camera brand began as an idea to help athletes self-document themselves in their sport, but has since expanded to become the go-to solution for people wanting to capture themselves engaged in their interests, whatever they may be.
Editor’s Note: Much of our work in content marketing strategy consists of defining content marketing best practices. And then showcasing brands and sites that act as examples of great content marketing. This help us demonstrate what best practice content marketing looks like in real life and helps our customers to really see what is possible.