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Content marketing is dead, or at least that’s what the popular advertising press in Australia would have you think. Last week Isentia announced they were exiting the content marketing business, just two years after negotiating a colossal $48 million purchase price for King Content and three months after dumping the King Content brand. I say good riddance.
Do you know the essential element required for brand storytelling? Here’s a hint – it’s something novelists don’t have to worry about. Too often marketers miss a trick when preparing case studies, articles, media releases and blog posts about their company. If you’re producing content as part of your overall marketing strategy, here’s what you need to know to tell better stories.
Content Marketing World 2017 marked the sixth time I attended the event, so I knew what to expect. What I didn’t count on was getting a big kick in the backside and a reminder from my childhood about how to behave. From the main stage and in many breakout sessions, a common message emerged. Marketers are spending a lot of time and money investing in the wrong things.
Recording the weekly Brand Newsroom podcast is the most fun I have every week. I know my co-hosts Nic Hayes and James Lush feel the same way. I didn’t have any broadcast experience when I started so it was stressful for me. We didn’t always make it easy for ourselves on the production end, either. After nearly three years, we’re ticking along like a well-oiled machine and enjoy ...
Is there a more hated term in business than ‘content marketing’? Even the people who dedicate their livelihood to it aren’t crazy about it. With content marketing agencies failing around the world, a hopeful faction from traditional marketing, advertising, and PR is waiting for content marketing to die so we can all get on with business as usual. It’s going to be a long wait.
I first started talking about content as a business asset in 2010. Earlier this month the Content Marketing Institute released a new Content Management & Strategy Survey showing 92% of marketers believe it’s an asset, too. In the past seven years we’ve had a massive shift in our attitude towards content.
Writing a content marketing strategy requires knowledge and skill. A truly great content marketing strategy also requires ignorance. If you’re embarking on a content initiative, you’ll want to know when ignorance is bliss and when it isn’t. You’ll save money and get a better return on your efforts. We write a lot of content marketing strategies at Lush.
Just because you can do it, doesn’t mean you should. Using marketing technology is one of those things. Email automation, especially drip email, could be destroying your brand. If you’re using drip email campaigns for lead generation, chances are you’re doing more harm than good. Email marketing is one of the most important tactics for content marketing – or any marketing.
Have you ever met a person who improves the energy in a room just by walking through the door? They’re the people you want to be near – the folks you lean a little closer to so you don’t miss a word. Invariably, they pull from a deep well of charisma to make everyone around them feel included. They command your attention and you willingly give it. Content marketing should be like this.
Have you heard about the latest content marketing trend? In all honesty, I hope not. At conferences, in boardrooms and in marketing planning sessions around the world, the idea of a ‘quick and easy’ content marketing strategy is being floated. I would avoid it at all cost. If you think about it, by definition a strategy can’t happen in a flash. It’s a plan for the long-term.
When was the last time you attended an event and no one mentioned social media? Every conference organiser’s dream is to trend on Twitter or get a buzz going across social media. From the opening remarks, we’re encouraged to tweet, snap photos and promote the conference in real time. If you want better social media coverage of your event, make sure you’ve done your groundwork b ...
Are you one of those people with a loosey-goosey relationship with grammar? Do you think we’ve reached an era where punctuation and spelling are not as important as they once were? You’re not alone. One Maine company is finding out the cost of a missing comma. If you haven’t read the New York Times article about the $10 million judgment for a missing Oxford comma, I encourage you to do so.
It’s hardly news we’re in a crisis of trust. According to the Edelman Trust Barometer 2017, we’re currently experiencing an implosion of trust. Every day we’re treated to headlines about fake news, alternative facts and failing media organisations. So what can you do to combat the trust problem? Edelman reports trust in governments, media, NGOs and business is in unprecedented decline.
If you’re not getting the results you want in content marketing, maybe it’s because you haven’t set the right goals. Every strategy, regardless of industry, should focus on what you can do to get a return on investment. If there’s one way to improve your chances of creating long-term investments from your content marketing efforts, it’s by setting the right goals.
If brevity is the soul of wit, then there’s nothing amusing about most business writing. Our old friend Shakespeare would be disappointed. We’re due for a scolding from Winston Churchill and Dr. Seuss. One of the most effective things you can do to improve your writing is to do a lot less of it. Here are my recommendations.
Are you expecting too much of your B2B website? The complaints about websites are endless. A lot of them center on what the website is doing wrong or what it could be doing better. In my experience, a lot of the angst directed towards our online HQs is misdirected. Let me explain. Your B2B website is an opportunity to leverage your search engine rankings and content marketing ...
It’s the end of the year and if you’re like me, you’re ready for a break. I find it difficult to be creative when I’m tired, and lately it’s been hard to find the inspiration to get words on paper. I’ve asked my colleagues at Lush what they do when faced with a creativity block and discovered a lot of useful tips.
New research on the habits and successes of B2C marketers using content marketing in North America reveals a strong commitment to the discipline. It also shows most content marketers are struggling with the same issue: having enough time to create consistent, high-quality content. Last week the B2C Content Marketing 2017: Benchmarks, Budgets, and Trends—North America by Conten ...
What do Prince, Brad Pitt, Pearl Harbor and the 9/11 attacks on the World Trade Center have in common? They’ve all been the victims of companies trying to camp on to a real or perceived media event. I wish it was a joke but there’s nothing funny about it. There’s no doubt we should be doing a better job for our companies and clients.
New research from the Content Marketing Institute and MarketingProfs is encouraging for those of us who have put their faith in content marketing. More than 2500 people took the 7th annual survey aimed at B2B businesses in North America. An overwhelming majority, 89 per cent, said they use content marketing, with 97 per cent reporting success with the discipline.