Content Marketing Column

  • Why choosing a niche helps you produce better content

    … know anything about cars, how much will your readers benefit? Will they learn anything new from you — or in the end, will they feel like their time was wasted by reading a piece of content that told them nothing? Have you ever read a blog post and felt like it was a complete waste of time? What was your reaction? In content marketing, it’s important…

    Rachel Lindteigen/ Marketing Landin Content- 16 readers -
  • How to personalize content for locals

    … website. To create powerful brand templates, determine what details should remain consistent and where the “filler text” should give smaller teams decision-making power. Template models can be applied to website content, social posts, event planning, email marketing campaigns and local sponsorships. Even the NHL is adapting to templates…

    Marketing Landin Content How To's- 20 readers -
  • 25 promotion tactics to ensure people actually see your content

    … to target new markets, content should almost always be promoted, heavily, through a mix of organic and paid distribution channels. “Everybody believes the content they produce is going to change the world of everyone. They believe it is going to be groundbreaking, changing world initiatives,” Thierry Campet, global head of marketing communications…

    Marketing Landin Social Content- 17 readers -
  • 5 reasons to create content outside your niche

    … are created equal Setting realistic expectations should be a priority when outlining any content marketing strategy, but with a little research you’ll discover that engagement levels are not the same across the board. In an analysis of more than 300 content marketing campaigns, Moz and Fractl (my employer) discovered that while the average campaign…

    Marketing Landin Content- 20 readers -
  • Branded storytelling: Capitalizing on moments that matter

    … — with its blockbusters, music festivals, sporting events and other key cultural moments — is branded storytelling. Branded bad For each article questioning branded content, two more hail it as the future of marketing. A quick “branded content” search yields 6,420,000 results, with countless bylines promising highly sought clarity. The industry’s confusion…

    Peter Minnium/ Marketing Landin Content- 15 readers -
  • D’oh! Three common content promotion mistakes

    …. The newsworthy angle came from the fact that the project proved that the nicest hotels are actually the dirtiest — a fact any hotel guest would love to know. 3. Forgetting to set goals and other success metrics A comprehensive content marketing strategy should always include ways to measure success, and this is particularly true when it comes to outreach…

    Marketing Landin Content- 13 readers -