Content Marketing Institute - Posts from March 2016

  • 7+ Ways to Attract Searchers and Boost Your SEO Rankings

    Optimizing your content for search engines means optimizing it for readers: Quality content wins in rankings as Google refines its algorithms to give searchers what they want. While SEO tricks and shortcuts only serve to get your content penalized in the long run, that doesn’t mean that marketers should ignore how to use the underlying algorithms that cause quality content to be rewarded.

    Content Marketing Institutein SEO- 21 readers -
  • Don’t Follow a Funnel, Create Content for an Engine [Research]

    Since 1902, marketers have relied on the Attention-Interest-Desire-Action (AIDA) Model developed by Elias St. Elmo Lewis to understand how consumers learn about and take actions related to brands. The growing influence of the consumer’s voice in an always-on digital environment, however, has made obsolete many of the AIDA Model assumptions that underlie the funnel-based view o ...

    Content Marketing Institutein Social Content- 35 readers -
  • How to Create Persuasive Content: Lessons from Aristotle

    Aristotle, the original master of persuasion, taught how to create the most compelling, powerful arguments. Even though Aristotle lived centuries ago, his foundation in persuasion tactics remains the gold standard. The same principles that apply to writing an opinion piece apply to writing compelling marketing content, starting with Aristotle’s rhetorical appeals: Ethos, pathos, and logos.

    Content Marketing Institutein Content How To's- 26 readers -
  • Content is Bigger Than Marketing

    Content marketing’s moment has passed. That’s not to say it’s any less relevant than it has been. In fact, every prediction I see (including a few made here) suggests content spend will grow exponentially over the next few years. And yet, marketing budgets make up only a fraction of the money spent on content by an organization in a given year.

    Sam Slaughter/ Content Marketing Institutein Content- 40 readers -
  • 3 Ways to Use Transparency in Content to Cut Through the Noise

    “It’s getting very, very difficult for product companies and services companies to differentiate … Content allows you to do that. That is the biggest opportunity.” I often think about this view that Robert Rose shared in the documentary, The Story of Content: Rise of the New Marketing. Do you market a product or service that is a commodity? I can’t think of a better example ...

    Michele Linn/ Content Marketing Institutein Content- 26 readers -
  • Your Content Team Can Sprint with Agile Marketing

    Agile marketing is fast becoming the way for marketing teams to produce impactful, audience-focused resources consistently. I was delighted to hear members of the content marketing community embracing Agile methodologies in my recent #CMWorld Twitter chat. As I answered questions, others chimed in, making the conversation a gold mine of insights and ideas on Agile marketing th ...

    Content Marketing Institutein Content- 22 readers -
  • Foul-Mouthed Screenwriting Coach Offers Lesson for Brands

    My love for the movie, Adaptation, first led me to Robert McKee and his seminal book on screenwriting, Story. Anyone who has seen Adaptation will remember the scene based on the experience of screenwriter Charlie Kaufman (played by Nicolas Cage) in the Story seminar with McKee (played by Brian Cox).

    Content Marketing Institute- 12 readers -
  • 10 Tips to Pack More Personality into Your Content

    A fundamental principle of content marketing is that you must keep your readers engaged. In fact, 60% of B2B and 56% of B2C marketers consider this a challenge, according to our annual content marketing research. You can do this in a number of ways, but writing entertaining content that is full of personality has proven to be one of the most effective.

    Content Marketing Institutein Content- 19 readers -
  • What Should Marketers Look for in a Content Strategist?

    The day has come: Your boss signed off on your proposal to get the help your marketing team needs from a content strategist. Great! Gulp. What skills should you look for in a content strategist? What are some good questions to ask? Where and how can you find the right help? Here’s advice from some of the experts who spoke at the 2016 Intelligent Content Conference.

    Content Marketing Institutein Content- 23 readers -
  • Content Distribution Strategies and Tools to Drive Traffic

    You’re certain that the content you’ve created is valuable, so why are you not seeing the traffic and conversions? Often the problem is down to distribution. Sure, we execute the usual activities: Share to our social platforms, send out an email campaign, encourage our employees to share. But what about new visitors? Where are they? This problem is usually caused by the lack ...

    Tom Whatley/ Content Marketing Institutein Content- 25 readers -
  • Content Marketer of the Year Shares How to Find Hidden Content

    Some days it’s easy to find what I need for a new story. I’m a marketer in academics and a quick search of the past month’s peer-reviewed publications from my institution’s renowned faculty usually gives me 20 new starting points. Those are the good days. I find my topic, shape the angle, assign a writer, and then hit my buddy Luciano’s food truck for a triple orde ...

    Content Marketing Institutein Content How To's- 17 readers -
  • How to Measure Engagement the Right Way

    The term “content engagement” gets thrown around a lot. I get that. Why would we be creating content if we didn’t want people to engage with it? But what, in all seriousness, does engagement actually mean? “Clicks,” “social shares,” and “time on page” are phrases I often hear when companies talk about how they measure engagement, but how accurately do metrics like these discl ...

    Content Marketing Institutein Social How To's- 23 readers -
  • Out of Ideas? 13+ Tools to Spark Content Creation

    At one point, my ideas didn’t do the trick in terms of producing new, engaging, and relevant content. I’m sure you can relate. It dawned on me that I needed to change my strategy and fully embrace this sentiment from Kevin Roberts: “Ideas are the currency of the future.” Great ideas are based on logic, data, and emotions.

    Content Marketing Institutein Content- 21 readers -
  • Content Marketing: Forget About the 5%

    At the end of Karen McGrane’s keynote speech at Intelligent Content Conference 2016, she talked about getting to 95%. Specifically, she discussed how a responsive web design can get you to 95% of your goals … so don’t be in such a rush to get to adaptive or personalized content (the last 5%). If you reach the 95%, then (and only then) go for the last 5%.

    Joe Pulizzi/ Content Marketing Institutein Content- 12 readers -
  • Brand Guidelines to the Rescue for Clear, Consistent Stories [Example]

    Ask most people to define “branding,” and they’ll be quick to mention the logo or a brand’s look and feel. But branding is much more than a swoosh, swirl, or any other visual fingerprint. Branding is about how an organization is perceived by its customers. And content (e.g., tone, voice, word choice) is an integral part of branding even if regularly overlooked in the excitemen ...

    Content Marketing Institute- 9 readers -
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