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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.
I have good news and I have bad news. If you’re a career journalist, like me, you’ll well and truly be aware of the bad news already, but stay with me — because in a minute I have something you’re going to want to hear. But first the bad news: The news game is in crisis. The rivers of gold that have always funded journalism — advertising revenues — have dried up.
Attracting an audience is a key principle of content marketing. But you have to know what kind of information is going to resonate with your customers and prospects to find and keep the people you want. Too often content marketers operate on a basis of blind faith – or blissful ignorance – when it comes to creating relevant information for a target audience.
Suffering writer’s block? Here are tips to solve it. Writer’s block can happen to anyone. How do you get over it when you’re under pressure to get your next blog post, email or customer letter out? My colleague at Lush Digital Media, Peta Bree Rule, offers practical advice gleaned from her years as a journalist. You might be surprised at how easy it is to overcome. -Sarah.
Candace Payne has redefined viral. Creating a viral video is easier than you think but most brands don’t have the guts to do what she did. This post analyses the elements leading to her sensational success. If you want more eyes on your videos, here’s what you can do to increase the viral factor in your next production. Haven’t seen the Happy Chewbacca video? Watch it now.
9 Reasons Content Marketers Should Use Pop-up Boxes Are you using pop-up boxes on your website? You know what I’m talking about — those forms that magically appear when you visit a site for the first time (or every time) encouraging you to sign up for a newsletter or some other form of regular content.
Have you considered how your marketing messaging affects the governance of your company? Until I attended the Company Director’s inaugural Governance Summit, I hadn’t thought about effective messaging beyond the marketing and sales functions. The two-day summit taught me effective messaging is crucial for the success of any company, regardless of size. Here’s what I learned.
At the end of 2015 Contently asked 632 marketers 25 questions about content marketing. The participants were from agencies that identified as B2B (31 per cent), B2C (18 per cent) or both (49 per cent). What did Contently find? For a start, a massive 73 per cent of those marketers had produced more content in 2015 than they had in 2014.