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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.
If you’ve been reading my latest posts here at Content Marketing Institute, you’ll see a trend around differentiation. Specifically, either start telling a different story or don’t bother at all. Related to this, Gary Vaynerchuk made a statement in the first minute of his DailyVee 015 show that’s worth breaking apart: The No.
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 ...
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’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.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode of This Old Marketing, Robert and I interpret two recent developments at Google: The expansion of ads above organic search results from three to four, and the debut of Accelerated Mobile Pages (AMP).
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode of This Old Marketing, Robert and I ponder some new research that suggests certain types of marketing jobs will be replaced by machine automation within a decade. Is your job at risk? Next, we discuss the implications of Viacom’s new branded content agency and g ...
“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 ...
I can’t help but think about this lyric these days: “As I walked on Through troubled times My spirit gets so downhearted sometimes So where are the strong And who are the trusted? And where is the harmony? Sweet harmony. ’Cause each time I feel it slippin’g away, just makes me wanna cry.
Technology marketers are an interesting group. They report the highest adoption rate of content marketing among all groups of marketers we survey: 95%. However, they face a host of unique content marketing challenges: They are tasked with creating many types of content for numerous points along a complicated, multi-layered buyer’s journey.
Are you looking for a job – or looking to hire someone – in a field associated with “content marketing” or “content strategy” or “content marketing strategy”? Do these terms pop up regularly in your reading and your conversations? If so, you know that people often misuse them. Not that they mean to.
Here’s some cold, hard truth about content marketing: No matter how good you get at your job, you need to continually upgrade your skills and processes. Consider the case of search engine optimization. The SEO techniques that we’ve come to know and respect primarily revolve around the almighty algorithm: The search engine’s quality team (at Google, Bing, Yahoo, etc.
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 ...
Businesses have a wide variety of content marketing tactics at their disposal; but few are quite as powerful and versatile as email newsletters. Email distribution is an essential structure that supports and strengthens every piece of content you create, giving your business a means of spreading its insights, initiatives, events, and ideas beyond the confines of owned media c ...
Marketers use a variety of metrics to collate, crunch, and calculate how their content performs in social media. Metrics such as shares, retweets, and views are often the easiest and most obvious to gather, but they may be the most deceptive and unreliable when evaluating whether your content is genuinely making a difference.
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.
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 ...
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.
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).
Some days it’s easy to find what I need for a new story. I’m a marketer in academics and a quick pubmed.gov 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 ...
With all the complex content problems marketers face, our way forward sometimes seems mysterious. Content strategy holds promise for demystifying the things that we can’t always picture; it helps us understand how those things will get us there. That’s why this year’s Intelligent Content Conference – the only conference that focuses on content strategy for marketers – embraced ...
I recently had the pleasure of being a guest on Bruce McDuffee’s podcast, Manufacturing Marketing Matters. At the end, he posed this challenge question from a listener: We’ve been listening to your podcast and really appreciate the great information. We are working on our audience-facing mission statement, but we’re having a hard time understanding (lots of heated discussion ...
(Editor’s note: When we find something of such significant value to our audience from another source, we pull out our curation tools. This article appeared in Chief Content Officer magazine, which excerpted it from Brian Massey’s great blog, Conversion Sciences.) Marketers have always relied on testing.
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 ...
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.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this week’s episode of This Old Marketing, Robert and I ponder the Federal Trade Commission’s (FTC) decision to slap Lord & Taylor’s wrist for deceptive native ads – while ignoring the publisher’s role in this debacle.
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%.
SEO page titles cause their fair share of confusion among B2B and B2C content marketers. In the old days, it was easy to throw a bunch of words in there with commas and rank well for some of those keyword phrases. The SEO page title still carries weight, but other ranking variables matter as well.
Despite how much work is involved, blogging often is thought of as one of the most basic points of entry into the content marketing game: It’s a versatile technique with a lot of creative possibilities, options, and approaches; yet it doesn’t require a lot of technical expertise or equipment to produce and maintain.
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 ...
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 consider the implications of a new format for Google search results, which could eventually let any brand integrate a dedicated Twitter-like feed into them. We smell trouble.
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