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How do you make effective, engaging content that gets people to take action? Take some lessons from Carlos Abler, leader of content marketing strategy for 3M Global eTransformation. At the Intelligent Content Conference, Carlos demonstrated how personalized content can not only change behavior but also transform lives.
The average reader of a brand’s long-form content doesn’t consume 42% of the pages. That’s one key takeaway from our recent B2B Content Engagement Benchmark Report at Docalytics. The findings surfaced from engagement data captured during 180,000 view sessions of more than 1,700 downloadable, long-form content resources like e-books, white papers, reports, and guides.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this special Star Wars-themed episode, Robert and I discuss what will happen to Airbnb’s stillborn Pineapple magazine and what marketers can learn from its challenges. Ad blocking is forcing publishers to ask hard questions about the role of the user experience in digital ad ...
How do you imagine your perfect blog post? I bet it is a copywriting masterpiece with hundreds of comments and thousands of social shares. Sure you care about SEO performance, but a bigger pleasure is when your content wins readers’ recognition. And it spreads like wild fire because your post is just awesome. Unfortunately, the reality is different.
“Quick story.” If that phrase makes you think of CMI Chief Strategy Officer Robert Rose, you’ve probably been following Content Strategy for Marketers, the weekly newsletter that he kicked off a year ago. Every Saturday, subscribers eavesdrop on his conversations, learn about what he’s reading or watching or listening to, and discover, as he weaves one quick story into anothe ...
Most of us know that achieving a viral hit is a crapshoot, even for the most skilled marketer. Your content is subject to the capricious, anarchic, unforgiving, cat-loving whims of the Internet. Yet, some still exploit meme culture to spread brand messages without understanding what it really means to “go viral.” [Face palm.
Year after year, one of the top findings – and challenges – identified in our annual content marketing research is that marketers want to create content that is more engaging. It’s a top priority for any marketer no matter how effective or how big the company. One way to engage: Surprise your audience.
Does anyone know where 2015 went? Seems like I just blinked my eyes and opened them on a brand new year. I always consider the holiday season to be a time for reflection – a time to take a step back from the daily grind, look at the progress I made in the year that’s passed, and prepare to tackle the tasks and projects I want to accomplish in the next 12 months.
For many content marketers, Millennials, who have $1.3 trillion in annual buying power, are an attractive Achilles heel. As John Boitnott writes in Inc., Millennials’ resistance to content marketing occurs when they think the content is unoriginal, boring, irrelevant, or deceptive. Simply calling it “content” and not “marketing” doesn’t mean they’ll find it more valuable than a typical ad.
By now I hope we’ve all heard that content marketing is a long play. You simply can’t decide to try it out for a couple of months and expect to see huge payoffs. Instead, to get the most out of your content you have to get management, executives, or whoever holds the purse strings to commit to at least a year of consistent content marketing.
In 2013, Joe Pulizzi published a popular post called 8 Remarkable (and Stolen) Content Marketing Ideas. In it, he shared his favorite ideas from others in the content marketing space. While those original “stolen” ideas are definitely worth revisiting, here are seven more from 2015 that came from blog posts and Content Marketing World speakers.
Let’s ditch the pretense that you’ll have a quiet weekend to catch up on reading and pen your list of personal goals for 2016. Instead, I’m offering you a quick-and-dirty roundup of my favorite CCO articles over the last 12 months. Pick one article for each month listed and read it in full. You’ll be done in 35 minutes – and have some great ideas for that 2016 planning. I promise.
Excelling at any marketing initiative can be intimidating, and with content marketing representing a significant departure from the “old ways” of connecting with customers, there are bound to be plenty of processes that involve a bit of a learning curve. This is why the CMI team does what we do: Share insights that can help increase your understanding of the discipline; suppo ...
Books make great holiday gifts for content marketers. Your gifts acknowledge the content marketing efforts and passion that your co-worker, employee, friend, or loved-one has demonstrated during the previous year. On a practical level, gifts of books that inspire, share ideas, and offer tips can contribute to even greater success during 2016.
B2B buyers are, on average, 57% of the way through the decision-making process before they speak with a salesperson, according to research by CEB. Content marketers have a huge opportunity to help guide prospects in the first half of their journey and ensure that their company is on the short list for the first conversation with sales.
When it comes to content marketing, UK marketers are doing more: Sixty-six percent of marketers say they expect their organization’s content marketing budget to increase in the next 12 months. Eighty-eight percent say they will produce more content in 2016 than they did in 2015. They are using more tactics in general (13 this year, compared to 12 last year), and usage o ...
At the Content Marketing Institute, our team is filled with people who have a genuine enthusiasm for the practice of content marketing. We also are fortunate to be supported by another team with a similar fervor – a vibrant #CMWorld Twitter Chat community. This super-smart, incessantly curious, and generous group gathers each Tuesday at noon Eastern Standard Time.
Content inventories. Content audits. The terms alone can strike fear into the heart of any marketer. Many of us aren’t sure what these inventories and audits look like or why, exactly, they exist. We sense vaguely that they’re big and messy, like monsters lurking in the closet. We avoid thinking about them, figuring that if they’re important, someday someone will do something about them.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this pre-Christmas episode, Robert and I discuss the meteoric growth of T Brand Studio, The New York Times’ content studio, and predict what will happen to Madison Avenue agencies if they ignore it.
Whether it’s starting from the beginning (making the case for content marketing) or enhancing your programs (figuring out what’s working), the opportunities for content marketing learning are endless. As CMI’s director of online training, I have the privilege of working with leading industry experts to identify the most pressing challenges you face and help them create the co ...
Over the years, Wikipedia has become a minefield for marketers, often causing more trouble than it’s worth. However, Wikipedia is still effective and can be used by content marketers to both assist with SEO and contribute to the mission of the world’s largest encyclopedia. Content marketers often misunderstand how backlinks work in Wikipedia.
Last month, ESPN announced that it was closing the sports-journalism destination Grantland. Upon hearing the news, I immediately thought of the opportunity missed by brands such as Nike, Under Armour, and Puma to acquire the site. Grantland is a well-known brand with significant traffic and loyal subscribers, and considering Nike spends upwards of $3 billion a year on adverti ...
Social media expert Ian Cleary explains some fundamentals social media marketers still can’t seem to master, as well as next-horizon ideas to apply in 2016. CCO: What do marketers struggle with most in social media? Cleary: Building an effective sales process from social media. Marketers are great at building engagement and relationships, but not so good at driving all that e ...
This post was co-written by Kristina Podnar, VP of consulting services at ActiveStandards. With each new wave of social software and tools, marketers have more prominent and sophisticated ways to adopt an online identity and interact with audiences – for better and for worse. The good thing is that organizations now engage with prospects, customers, and the world at large in ...
Boring content won’t generate the amount of leads you want. As a content marketer, you want to be able to find some form of content that consistently performs well with your audience. Pair that up with personalization and you could improve your click-through rates by 14%, and conversion rates by 10%, according to Aberdeen Group research.
With so many social media tools available, you have to decide which are worth paying for and which ones you can use minimally, for free. I share some of the lesser-known tools I’ve grown to love for their unique and valuable offerings. Some have a free plan, while others will set you back a dime or two.
The Michelin Guide is probably one of the best examples of content marketing. Back in 1890, Andre and Edouard, the brothers who started Michelin Tires, needed a way to increase demand for tires. Back then, there were only 2,200 cars in all of France, their home base. The brothers wanted car owners to drive more so that they would need to buy more tires.
It’s hard to believe that this marks the eighth year of our annual content marketing predictions. In some ways, we’ve come a long way; yet in others, we’ve barely moved. Regardless, it’s still clear that the content marketing space is the most dynamic and exciting sector in the marketing industry.
Why would a forward-thinking global manufacturer debut a print magazine in 2015? The reasons are numerous, says Craig Coffey, Lincoln Electric’s U.S. marketing communications manager. Lincoln Electric, a global manufacturer in the welding industry, launched ARC Magazine this year to: Fill a content hole for its audience Address the sales team’s need for better print mat ...
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this week’s episode, Robert and I discuss GE’s decision to slash prime-time TV advertising so it can focus on better-performing branded content on live TV shows. Next, “homeless” media may be a huge opportunity for media companies and brands, but can you handle the risks tha ...
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this week’s episode, Robert and I discuss a very funny South Park episode about sponsored content and native advertising that gets a lot of things right. Next, we react to Yahoo’s clumsy attempt to get users of its email service to turn off their ad blockers, and we take iss ...
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