Content Ignition Strategy

    • What is the role of content marketing in an ad-free world?

      By Mark Schaefer Here’s the current state of my advertising consumption. I subscribe to digital versions of The New York Times, The Wall Street Journal and my local paper. I have not seen a newspaper ad in five years. Maybe longer. With the exception of the news or a live sporting event, I never see ads on TV. Nearly all of my video consumption is through Netflix or Amazon Prime.

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  • The business case for breaking the content marketing rules

    … are necessary to keep things organized and focused in many situations, especially when you are creating content for large and complex organizations. The best personas capture digital behavior and preferences as well as personality traits. But I can think of nothing more boring than creating scripted content that you think a made-up person is going to like…

    {grow}in Content- 14 readers -
  • Why it’s a very good sign that people don’t read your content

    … going to share it … even if they didn’t read it. I eventually learned that I wasn’t necessarily doing anything wrong. Chris was a star because he patiently and persistently created content and engaged with his audience in a way that created a glue-like emotional bond. That is blogging, that is branding, at its best. Content on auto-pilot Finally, I…

    {grow}in Social Content- 8 readers -
  • Why Content Shock is coming to a Facebook ad near you

    … better ads” part seems more difficult. Facebook will either need to do a better job proving its ads lead to sales, which it’s already trying to do, or offer more premium ads, like the commercials you might see on TV. A few years ago, I wrote a post called Content Shock: Why Content Marketing is not Sustainable which predicted this eventuality…

    {grow}in Facebook Twitter- 14 readers -
  • Should your content generate leads or relationships?

    … of authority through my content. This relationship approach has generated 100 percent of my business revenue for eight years. The implications for your content strategy Hubspot recently published an exhaustive analysis of how content quality and publishing rate affects their page views, leads and subscribers. It’s a complex article with more than…

    {grow}in Content- 15 readers -
  • How do you make your content the signal instead of the noise?

    … In our new episode of The Marketing Companion, Tom Webster and I explore a theme of marketing challenges to rise above the increasing noise levels to connect to our customers. It’s a difficult proposition and getting harder all the time. Some of the topics in this jam-packed 30 minutes of marvelous audio content include: Rising losses from ad…

    {grow}in Social Content- 9 readers -
  • A course correction for influence marketing measurement

    …. In fact, he has little business experience at all. But he has a large social media following. Are you an influencer just because you declare it? What makes somebody an influencer? I did a project in 2014 for a large global ad agency to survey the world of influence marketing. What we found is that 85 percent of all ad/marketing agencies…

    {grow}in Content Facebook Twitter- 15 readers -
  • Research proves there is still a place for long form content

    … When I was a student in journalism school, I was taught to give an article “what it’s worth,” meaning that the length of the story should be dictated by the value of the story and the appropriate attention needed to cover it well. We seem to have lost our way with that advice today as we strive to adjust to an Internet public that seems to have…

    {grow}in Content Blogging- 8 readers -
  • Highlights from my #SMMW keynote speech

    … This week I had the honor of giving the closing keynote address at Social Media Marketing World, the biggest social media marketing gathering in the world. What a great event. The Social Media Examiner team out-did themselves this year in every way — content, networking and flawless organization. This was a challenging talk — my audience…

    {grow}in SEO Content- 8 readers -
  • Driving economic benefits from your Alpha Audience

    … with them. Mark: I think that is one of the things that impresses me most about WD. You’re not just plowing through customer data. You’re making human connections. I know a lot of big companies struggle with the idea of scaling a human connection. That is a priority for the marketing team and the entire company. We want our executives to see…

    {grow}in Social Content- 13 readers -
  • Four ways Facebook Instant Articles will dramatically impact marketing

    … … and links make you leave Facebook. Google and Twitter’s response to this is its new partnership around the Accelerated Mobile Pages (AMP) project which recently launched. It’s also rumored that LinkedIn is working on a version of this, as well. Everyone wants to keep readers on their site instead of yours. 4. The Content Shock wave I recently…

    {grow}in Social Content Facebook- 17 readers -
  • The business case for unbranded content

    … In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Power on the web comes from social sharing and that happens by focusing your resources…

    {grow}in Social Content- 15 readers -
  • One easy tip to increase content sharing immediately

    … In this world of extreme information density, creating great content is certainly no guarantee that anybody will see it. We need to focus on content ignition — techniques to get our content seen and shared. Of course this is the entire focus of The Content Code book, but I wanted to share with you one problem I see all over the web that might…

    {grow}in Social Content Twitter- 11 readers -
  • Are marketers getting lost in the Dark Funnel?

    …, enables marketers to track on-site and off-site content engagement. Follow her @KristaLaRiviere and on LinkedIn. Illustration courtesy of Flickr C and Matthias Ripp. gShift is a client of Schaefer Marketing Solutions. The post Are marketers getting lost in the Dark Funnel? appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Related Stories The business case for dwelling on dwell time The strategy behind the content Four profound marketing megatrends for 2016 and beyond …

    {grow}in Social Content- 16 readers -
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