Content Ignition Strategy

  • Content marketing success and the crappy quality myth

    … when people assume that when companies aren’t successful with their marketing, it’s because they’re producing “crappy content.” Says who? Quality content is simply the stakes to get a seat at the table today. It does NOT assure triumph. Digital marketing success requires a complex cocktail of skill, strategy, and persistence. Here are a few…

    {grow}in Social Content- 20 readers -
  • 10 Epic Shifts that are Re-Writing the Rules of Marketing

    … as it is absorbed by social platforms, a loss of direct relationships to subscribers, and intense innovation in new content forms like interactive graphics/video. The fragmentation of content channels that occurred with the internet (everyone is a publisher!) is less important now as powerful media gatekeepers re-assemble in the form of Facebook…

    {grow}- 27 readers -
  • Why content is your enemy and experiences are your friend

    … of “experience” over content is just another term for solid branding. I used to work in the packaging business and I was on a team challenged by Coca-Cola to create an aluminum can that was shaped like a Coke bottle. This concept tested the limits of physics but Coke was relentless. “We want people to know our product by touch,” they said. “We want them…

    {grow}in Content- 33 readers -
  • Content shock re-visited, the content marketing myths and realities

    … By Mark Schaefer For the past few years I’ve been a contributor to The Harvard Business Review. I submit my very best article once a quarter or so, an editor reviews it, she suggests some minor modifications, and then it would be published. Last week, I received a note from my editor that stabbed me in the heart: Mark, this is an excellent…

    {grow}in Social Content- 48 readers -
  • The five great questions of content marketing

    … By Mark Schaefer I recently attended a conference where marketers wrote about their single biggest challenges. These issues were posted on a board and it was fascinating to observe! These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. Breaking through the noise “We can create…

    {grow}in Content- 25 readers -
  • What is the role of content marketing in an ad-free world?

    …, and a commitment to quality content to work. Even in a noisy marketing world crippled by Content Shock, there are still plenty of unsaturated niches to find and dominate. And in an increasingly ad-free world, every business needs to at least consider a role for content marketing in its strategy. Mark Schaefer is the chief blogger for this site…

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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- 25 readers -
  • Why it’s a very good sign that people don’t read your content

    … By Mark W. Schaefer Over the past year, I have really enjoyed delighting audiences with tales from my book The Content Code. And my favorite story from my speech goes like this: When I started out as a blogger, I had no idea what I was doing. I was working so hard, and creating content that was pretty darn good. And yet, nobody was reading my…

    {grow}in Social Content- 14 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- 25 readers -
  • Should your content generate leads or relationships?

    … A few years ago I had an interesting conversation with a Hubspot executive (now a former executive … but that’s another story). His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Are you sure that’s the right goal?” I asked…

    {grow}in Content- 21 readers -
  • How do you make your content the signal instead of the noise?

    … courtesy Flickr CC and Robin The post How do you make your content the signal instead of the noise? appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Related Stories Why “rich content” is central to your social media strategy The silver lining in the bad news about content marketing The business case for unbranded content Brand bullying and other things that need to change Are you ready for the mega-shift from social media to private media? …

    {grow}in Social Content- 19 readers -
  • A course correction for influence marketing measurement

    … is getting narrower. Content marketing is getting more expensive due to Content Shock. That promotional money has to go somewhere, and I think it will continue to be channeled to powerful online influencers. The influence frenzy is driving some pretty crazy money. One article documented how a 26-year-old quit her job to do Snapchat for brands full-time…

    {grow}in Content Facebook Twitter- 26 readers -
  • Research proves there is still a place for long form content

    …% of long-form interactions take place in the first three days. There is another aspect to long-form content overlooked by many marketers today. Buzz Sumo, The New York Times and other organizations have determined that longer content gets shared more. I think the lesson here to re-think your strategy if you’re only dosing your customers with short…

    {grow}in Content Blogging- 14 readers -
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