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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.
Content marketers are being rewarded for staying the course according to new research released in the USA last night. That’s especially good news for Australian marketers who tend to have skipped the trial and error phase experienced by early adopters. While the annual report from the Content Marketing Institute and MarketingProfs covered familiar territory, it also identified ...
I don’t believe in writer’s block. I’ve always thought it was an excuse to avoid the hard work of writing. Even the best writers recognise phases when publishing comes at a cost – when every word takes longer to get on the page. If you’re in that spot where the words aren’t flowing, read on for help.
Business is content drunk and it’s not a pretty sight. Like a university freshman at the first big party of the year, the wider marketing and communications industry has abandoned all decorum and is spewing content in all directions. But smart marketers have a trick for avoiding an expensive content marketing hangover while still enjoying all the benefits of being at the party.
What does a quality brand publication look like? When you consider how much ‘content’ is spewed onto the buying public, getting it right isn’t that easy. Project of the Year is being announced at the Content Marketing Awards in Cleveland, Ohio, this week. My pet project, Traction News, is short-listed to win the big prize. Here’s how and why it got there.
I’ve just returned from America, exhausted by the news cycle and completely drained from the constant hyperbole present in media, advertising and marketing. The din is so loud people shut off. It presents a strong opportunity for brands willing to provide a voice of reason. When I was a kid, Walter Cronkite, the nightly news anchor on CBS, was widely known as the most trusted man in America.